{"id":54923,"date":"2022-06-27T18:20:17","date_gmt":"2022-06-27T15:20:17","guid":{"rendered":"http:\/\/earnado.com\/tr\/?p=54923"},"modified":"2023-01-05T17:09:20","modified_gmt":"2023-01-05T14:09:20","slug":"viral-pazarlama-neden-onemli","status":"publish","type":"post","link":"https:\/\/earnado.com\/tr\/viral-pazarlama-neden-onemli\/","title":{"rendered":"Viral Pazarlama Nas\u0131l Yap\u0131l\u0131r? Uzman\u0131ndan Tavsiyeler"},"content":{"rendered":"

Viral Pazarlama Nedir?<\/strong><\/h1>\n

Viral s\u00f6zc\u00fc\u011f\u00fcn\u00fc son d\u00f6nemde s\u0131k s\u0131k duyar olduk. Hatta art\u0131k T\u00fcrk\u00e7ede \u201cviral olmak\u201d diye yeni bir ifade yer al\u0131yor. \u201cViral olmak\u201d deyimi sosyal medya platformlar\u0131nda yap\u0131lan payla\u015f\u0131mlar\u0131n \u00e7ok k\u0131sa s\u00fcrede geni\u015f kitlelere ula\u015ft\u0131\u011f\u0131n\u0131 ifade etmek i\u00e7in kullan\u0131l\u0131yor. Viral pazarlaman\u0131n da benzer bir mant\u0131\u011f\u0131 vard\u0131r. Yani buradaki ama\u00e7; bu y\u00f6ntemle yap\u0131lan tan\u0131t\u0131m \u00e7al\u0131\u015fmalar\u0131n\u0131n kalabal\u0131k bir kitleye \u00e7ok seri \u015fekilde ula\u015ft\u0131r\u0131lmas\u0131d\u0131r. Peki viral pazarlama yeni bir pazarlama t\u00fcr\u00fc m\u00fcd\u00fcr? Asl\u0131nda hay\u0131r. Viral pazarlama, geleneksel bir y\u00f6ntem olan a\u011f\u0131zdan a\u011f\u0131za pazarlama (Word of Mouth) tekni\u011finin teknoloji ve internet kullan\u0131m\u0131n\u0131n yayg\u0131nla\u015fmas\u0131 sonucunda dijital ortamda ger\u00e7ekle\u015fen son halidir. Dolay\u0131s\u0131yla bu y\u00f6ntemin etkisi Instagram, Facebook gibi dijital platformlarda olduk\u00e7a \u00f6nemlidir. \u201cViral\u201d s\u00f6zc\u00fc\u011f\u00fcn\u00fcn T\u00fcrk\u00e7e kar\u015f\u0131l\u0131\u011f\u0131 \u201cVir\u00fctik\u201d ya da \u201cVir\u00fcs\u201d olarak bilinir. Yani asl\u0131nda bir vir\u00fcse benzetilmi\u015ftir. Bu nedenle internet ortam\u0131nda, sosyal mecralarda payla\u015ft\u0131\u011f\u0131m\u0131z ilgi \u00e7ekici i\u00e7eriklerin yay\u0131lma h\u0131z\u0131, v\u00fccudumuza giren bir vir\u00fcs\u00fcn\u00fcn hap\u015f\u0131rd\u0131\u011f\u0131m\u0131zda, ya da el s\u0131k\u0131\u015ft\u0131\u011f\u0131m\u0131zda \u00e7evremizdekilere bula\u015fmas\u0131na ve salg\u0131n hastal\u0131\u011fa d\u00f6n\u00fc\u015fmesine benzetilmektedir.<\/p>\n

Viral Pazarlama Nas\u0131l Yap\u0131l\u0131r?<\/strong><\/h2>\n

\"Viral-marketing-2\"<\/p>\n

Daha \u00f6nce belirtmi\u015f oldu\u011fum a\u011f\u0131zdan a\u011fza pazarlaman\u0131n bir ba\u015fka versiyonu olan viral pazarlamadaki ama\u00e7, i\u00e7eriklerin ilgi \u00e7ekici g\u00f6rsel ya da videolar ile elektronik ortamda insanlar aras\u0131nda yay\u0131lmas\u0131n\u0131 sa\u011flamakt\u0131r. Viral reklamlar internet ortam\u0131nda genellikle video olarak kar\u015f\u0131m\u0131za \u00e7\u0131kar. Ayr\u0131ca e-posta yoluyla viral reklam yay\u0131l\u0131m\u0131 da etkili y\u00f6ntemlerdendir. Viral reklamlar\u0131n i\u00e7eri\u011fini genel olarak fikirler, mesajlar, \u015fark\u0131lar olu\u015fturmaktad\u0131r. Viral reklamlar\u0131n \u00f6zellikle iki farkl\u0131 y\u00f6ntemle yap\u0131ld\u0131\u011f\u0131 g\u00f6r\u00fclmektedir. Birinci y\u00f6ntem son kullan\u0131c\u0131 taraf\u0131ndan yap\u0131lan viral reklamlard\u0131r. Bu t\u00fcr reklamlara genel olarak video payla\u015f\u0131m sitelerinde rastlar\u0131z. \u00d6rne\u011fin herhangi bir \u00fcr\u00fcn\u00fcn kullan\u0131c\u0131s\u0131 o \u00fcr\u00fcn hakk\u0131ndaki olumlu veya olumsuz d\u00fc\u015f\u00fcncelerini payla\u015fmak i\u00e7in bir video \u00e7eker. E\u011fer video ba\u015far\u0131l\u0131ysa h\u0131zla yay\u0131lmaya ba\u015flar. Bir di\u011fer y\u00f6ntem ise reklam\u0131 yapacak olan firman\u0131n kendisi taraf\u0131ndan yapt\u0131r\u0131lan kampanya \u00e7al\u0131\u015fmalar\u0131d\u0131r. Bu yolu tercih eden marka ve firmalar profesyonel bir ekipten kendileri i\u00e7in bir viral reklam yapmalar\u0131n\u0131 isterler. Ancak bu profesyonel ekibin \u00e7ekece\u011fi videoyu, amat\u00f6r biri \u00e7ekmi\u015f gibi bir kurgulamas\u0131 \u00f6nemlidir. \u00c7\u00fcnk\u00fc viral pazarlaman\u0131n temelinde do\u011fall\u0131k vard\u0131r ve daha \u00e7ok ilgi g\u00f6r\u00fcr. Fakat elbette Viral reklam i\u00e7in film, video klip gibi profesyonel i\u00e7eriklerin de haz\u0131rland\u0131\u011f\u0131 g\u00f6zlenmektedir. Bunlardan baz\u0131lar\u0131na birka\u00e7 \u00f6rnek vermek isterim:<\/p>\n

E-postalar\u0131m\u0131za gelen mesajlar arac\u0131l\u0131\u011f\u0131yla viral pazarlamay\u0131 hayata ge\u00e7irmi\u015f olan ilk \u015firket \u201cHotmail\u201d olmu\u015ftur. 1995 y\u0131l\u0131nda kurulan Hotmail, 1996\/1997 y\u0131llar\u0131nda, viral reklam tekni\u011fi kullan\u0131p ba\u015far\u0131l\u0131 olmu\u015ftur. At\u0131lan t\u00fcm e-postalar\u0131n sonlar\u0131na bir yaz\u0131 yerle\u015ftirerek bunu yapm\u0131\u015ft\u0131r. Yaz\u0131da \u015f\u00f6yle diyordu \u201cGet your free e-mail at Hotmail\u201d yani \u201c\u00dccretsiz e-posta hesab\u0131n\u0131z\u0131 Hotmail\u2019den al\u0131n\u201d yaz\u0131s\u0131n\u0131 koymu\u015f b\u00f6ylece e-posta alan herkesin Hotmail ile tan\u0131\u015fmas\u0131n\u0131 sa\u011flam\u0131\u015ft\u0131r. 1997 y\u0131l\u0131nda Hotmail 10 milyon kullan\u0131c\u0131ya ula\u015fm\u0131\u015ft\u0131r. Ayn\u0131 y\u0131l Microsoft, Hotmail\u2019i 400 milyon dolara sat\u0131n alm\u0131\u015ft\u0131r.<\/p>\n

T\u00fcrkiye\u2019de ise ilk viral pazarlama \u00e7al\u0131\u015fmas\u0131n\u0131 Gittigidiyor.com yapm\u0131\u015ft\u0131r. Firma, 2008 y\u0131l\u0131nda \u201cBatesmotelpro\u201d isimli e\u011flenceli videolar \u00e7eken gruptan, Sertab Erener\u2019in \u201cSevdam A\u011fl\u0131yor\u201d \u015fark\u0131s\u0131na yeni s\u00f6zler yazmas\u0131n\u0131 ve video klip \u00e7ekmelerini istemi\u015ftir. \u015eark\u0131n\u0131n i\u00e7inde ge\u00e7en s\u00f6zler Gittigidiyor.com sitesinin faaliyetlerini anlat\u0131r \u015fekilde kurgulanm\u0131\u015ft\u0131r.<\/p>\n

Gittigidiyor.com sitesinin bu viral reklam\u0131 kadar tan\u0131nan ikinci viral \u00e7al\u0131\u015fma ise T\u00fcrk Hava Yollar\u0131\u2019n\u0131n Miles and Smiles i\u00e7in haz\u0131rlatt\u0131\u011f\u0131 \u201c\u0130nan\u0131lmaz Evlenme Teklifi\u201d olmu\u015ftur. Bu viral \u00e7al\u0131\u015fma da \u00e7e\u015fitli video kanallar\u0131nda izlenme rekorlar\u0131 k\u0131rm\u0131\u015ft\u0131r.<\/p>\n

Garanti Bankas\u0131 2014 FIBA Kad\u0131nlar D\u00fcnya \u015eampiyonas\u0131\u2019na kat\u0131lacak potan\u0131n perilerine ma\u00e7 \u00f6ncesi moral olmas\u0131 i\u00e7in, Kenan Do\u011fulu\u2019nun \u201cG\u00fczeller \u0130\u00e7inden\u201d \u015fark\u0131s\u0131ndan bir mar\u015f haz\u0131rlatm\u0131\u015ft\u0131r. Ayr\u0131ca Kenan Do\u011fulu k\u0131l\u0131k de\u011fi\u015ftirerek potan\u0131n perilerine bir otob\u00fcste s\u00fcrpriz yapm\u0131\u015ft\u0131r. Videoyu 4 milyona yak\u0131n ki\u015fi izlemi\u015ftir.<\/p>\n

2015 y\u0131l\u0131 haziran ay\u0131nda Gen\u00e7turkcelli kullan\u0131c\u0131lara Gen\u00e7turkcell\u2019den gelen \u201cKonu\u015fmam\u0131z Laz\u0131m\u201d mesaj\u0131 da ilk \u00f6nce sosyal medyada e\u011flenceli payla\u015f\u0131mlar\u0131n yap\u0131lmas\u0131n\u0131 sa\u011flad\u0131 arkas\u0131ndan da Turkcell\u2019in haz\u0131rlad\u0131\u011f\u0131 reklam filmi ile \u201cKonu\u015fmam\u0131z Laz\u0131m\u201d mesaj\u0131n\u0131n nedeni a\u00e7\u0131klanm\u0131\u015f oldu.<\/p>\n

D\u00fcnyada viral pazarlama \u00e7al\u0131\u015fmalar\u0131na bakt\u0131\u011f\u0131m\u0131zda, olduk\u00e7a ilgi \u00e7ekici \u00e7al\u0131\u015fmalar g\u00f6ze \u00e7arpmaktad\u0131r. Bunlardan baz\u0131lar\u0131na \u00f6rnek vermek gerekirse; Avustralyal\u0131 para\u015f\u00fct\u00e7\u00fc ve y\u00fcksek atlamac\u0131 Felix Baumgartner\u2019\u0131n 2012 y\u0131l\u0131nda, Red Bull sponsorlu\u011funda 39 km y\u00fckseklikten atlamas\u0131 ile ilgili video 38 milyon ki\u015fi taraf\u0131ndan izlenmi\u015ftir. Baumgartner\u2019\u0131n atlarken \u00fczerine Red Bull tasar\u0131ml\u0131 bir k\u0131yafet giymi\u015ftir. B\u00f6ylece \u201cRed Bull Kanatland\u0131r\u0131r\u201d slogan\u0131n\u0131 insanlar\u0131n zihinlerine kaz\u0131may\u0131 ba\u015farm\u0131\u015ft\u0131r.<\/p>\n

LG\u2019nin i\u015f g\u00f6r\u00fc\u015fmesine gelen ki\u015filere yapt\u0131\u011f\u0131 korkutucu meteor kamera \u015fakas\u0131 da yakla\u015f\u0131k 18 milyon kez izlenmi\u015ftir. \u015eakada LG televizyonun g\u00f6r\u00fcnt\u00fc kalitesinin ne kadar ger\u00e7ek\u00e7i oldu\u011fu e\u011flenceli bir kurgu ile vurgulanmaya \u00e7al\u0131\u015f\u0131lm\u0131\u015ft\u0131r.<\/p>\n

T\u00fcm bu \u00f6rneklere ilave olarak, g\u00fcn\u00fcm\u00fcz teknoloji d\u00fcnyas\u0131nda art\u0131k viral \u00e7al\u0131\u015fmalar\u0131n sadece firmalar taraf\u0131ndan haz\u0131rlat\u0131lan videolar olmad\u0131\u011f\u0131n\u0131 ki\u015fisel \u00e7al\u0131\u015fmalar\u0131n da internet ortam\u0131nda h\u0131zla yay\u0131labildi\u011fini g\u00f6r\u00fcyoruz.<\/p>\n

Viral Pazarlama ile Ba\u015far\u0131 Nas\u0131l Sa\u011flan\u0131r?<\/strong><\/h2>\n

\"viral-pazarlama-2\"<\/p>\n

Viral<\/a> reklam\u0131n ba\u015far\u0131ya ula\u015fmas\u0131 i\u00e7in do\u011fru mesaj\u0131n do\u011fru hedef kitleye ula\u015fmas\u0131n\u0131 sa\u011flamakt\u0131r. Kurguyu haz\u0131rlarken baz\u0131 etkenler g\u00f6z \u00f6n\u00fcnde bulundurulmal\u0131d\u0131r. \u00d6rne\u011fin yay\u0131lma ortam\u0131. Yani i\u00e7eri\u011fin h\u0131zl\u0131 yay\u0131lmas\u0131na elveri\u015fli olacak olan, geni\u015f kitleler ile temas edilebilecek olan ve mesajlar\u0131 \u00e7ok iyi ve anla\u015f\u0131l\u0131r bir \u015fekilde ta\u015f\u0131yabilecek olan ortam belirlenmelidir. Facebook, Twitter, YouTube, s\u00f6zl\u00fckler, blogger siteleri gibi t\u00fcm dijital alanlar, hedef alanlar\u0131n\u0131z aras\u0131nda yer alabilir.<\/p>\n

Etkili ve Ba\u015far\u0131l\u0131 Bir Viral Pazarlamada Dikkat Edilmesi Gerekenler Noktalar<\/strong><\/h2>\n

\"viral-pazarlama-3\"<\/p>\n

 <\/p>\n

1- Hedef Kitlenize Yak\u0131n Olun<\/strong><\/p>\n

Hedef kitlenizi iyi tan\u0131y\u0131n. \u00d6yle ki, kendinizi o hedef kitlenin i\u00e7indeymi\u015f gibi hissedin. Kendinizi kullan\u0131c\u0131n\u0131n yerine koyun yani empati \u00e7ok \u00f6nemli. \u00d6rne\u011fin kendinize \u201cben bu viral reklama maruz kalsayd\u0131m bu reklam hakk\u0131nda ne d\u00fc\u015f\u00fcn\u00fcrd\u00fcm?\u201d diye sorun. Bu reklam\u0131n hangi y\u00f6nleri ho\u015funuza giderdi? Bir kullan\u0131c\u0131 olarak bu reklamda sizi rahats\u0131z eden bir nokta oldu mu? B\u00f6yle sorular\u0131 kendinize sorman\u0131z, yani hedef kitle gibi d\u00fc\u015f\u00fcnmeye \u00e7al\u0131\u015fman\u0131z \u00e7ok \u00f6nemli. \u00c7\u00fcnk\u00fc bunu yapmak ba\u015far\u0131yla sonu\u00e7lan\u0131r.<\/p>\n

2- Do\u011fru Kanal\u0131 Belirleyin<\/strong><\/p>\n

Sosyal medya platformlar\u0131n\u0131n say\u0131s\u0131 g\u00fcn ge\u00e7tik\u00e7e art\u0131yor. \u00c7o\u011fu insan Instagram kullan\u0131yor olsa da, hala binlerce insan Facebook\u2019ta \u00e7ok daha fazla vakit ge\u00e7iriyor. K\u0131sacas\u0131, her kullan\u0131c\u0131 her ortamda aktif olarak yer almayabiliyor. Bundan dolay\u0131 internette hangi ileti\u015fim kanal\u0131n\u0131n sizin i\u00e7in en do\u011fru hedef kitleyi bar\u0131nd\u0131rd\u0131\u011f\u0131n\u0131 iyi analiz etmelisiniz. Yoksa hedef kitlenizin bulunmad\u0131\u011f\u0131 ya da az bulundu\u011fu bir ortamda yapaca\u011f\u0131n\u0131z viral reklam\u0131n size katk\u0131s\u0131 olmayacakt\u0131r.<\/p>\n

3- D\u00fcr\u00fcst ve G\u00fcvenilir Olun<\/strong><\/p>\n

Viral reklamlar arac\u0131l\u0131\u011f\u0131yla bir nevi t\u00fcketiciler markalar\u0131 sahiplenmi\u015f oluyorlar. Dolay\u0131s\u0131yla, g\u00fcven konusunda ortaya \u00e7\u0131kacak aksi bir durum, markan\u0131n imaj\u0131n\u0131 olduk\u00e7a k\u00f6t\u00fc bir \u015fekilde etkileyebilir. Yani \u00fcr\u00fcn\u00fcn \u00f6zelliklerinin ne derece do\u011fru yans\u0131t\u0131ld\u0131\u011f\u0131 \u00e7ok \u00f6nemlidir! Dolay\u0131s\u0131yla d\u00fcr\u00fcstl\u00fck ve tutarl\u0131l\u0131k \u00e7ok \u00f6nemlidir. Aksi takdirde t\u00fcketici olumsuz geri d\u00f6n\u00fc\u015f alman\u0131n \u00f6tesinde, t\u00fcketicinin g\u00fcvenini kaybetmi\u015f olursunuz.<\/p>\n

4- Reklam i\u00e7eri\u011finin ana hatlar\u0131n\u0131 belirleyin<\/strong><\/p>\n

Viral reklam \u00e7al\u0131\u015fmalar\u0131nda reklam\u0131n bir anlamda iskeletini olu\u015fturman\u0131z faydal\u0131 olacakt\u0131r. Ba\u015fka s\u00f6zlerle \u00e7al\u0131\u015fmay\u0131 ana hatlar\u0131 ile belirleyin. Bu sayede pazarlama kampanyas\u0131n\u0131n ana konusu, yay\u0131lma ortam\u0131 ve hedef kitle gibi konular\u0131 belirleyebilirsiniz.<\/p>\n

5- Influencer ile \u00e7al\u0131\u015facaks\u0131n\u0131z, se\u00e7ici olun<\/strong><\/p>\n

Viral pazarlama i\u00e7in \u00e7al\u0131\u015fmak istedi\u011finiz \u00fcnl\u00fc ki\u015fiyi se\u00e7erken \u00f6zen g\u00f6stermeniz \u00f6nemlidir. \u00c7\u00fcnk\u00fc kampanyan\u0131z\u0131n y\u00fckseli\u015fe ge\u00e7mesi ya da dibe vurmas\u0131 konusunda se\u00e7ti\u011finiz ki\u015finin etkisi y\u00fcksek olacakt\u0131r. Bildi\u011finiz gibi \u00f6nceden viral reklam i\u00e7in se\u00e7ilen ki\u015filer genellikle fenomenlerdi. Bu y\u00f6ntem hala etkili olsa da, \u00fcr\u00fcn hakk\u0131nda verilen bilgilerin her zaman do\u011fru olmamas\u0131 y\u00fcz\u00fcnden art\u0131k kullan\u0131c\u0131 g\u00f6z\u00fcnde pek inand\u0131r\u0131c\u0131l\u0131\u011f\u0131 kalmam\u0131\u015f durumdad\u0131r. T\u00fcketicilerin \u00fcr\u00fcn\u00fc sat\u0131n al\u0131p almama konusunda verecekleri karar ile \u00fcr\u00fcn\u00fc sunan ki\u015finin nas\u0131l biri oldu\u011fu aras\u0131nda do\u011frudan bir ba\u011flant\u0131 var. Se\u00e7ilen influencer, insanlar\u0131n sevdi\u011fi biri mi? Dikkat \u00e7eken veya ele\u015ftirilen olumsuz davran\u0131\u015flar\u0131 var m\u0131? Art\u0131k t\u00fcm bunlar\u0131 g\u00f6z \u00f6n\u00fcnde bulundurmak gerekiyor \u00e7\u00fcnk\u00fc g\u00fcn\u00fcm\u00fczde neredeyse her \u201c\u00fcnl\u00fc\u201d influencer olarak reklam veriyor. Dolay\u0131s\u0131yla se\u00e7ici olmak markan\u0131z\u0131n kalitesini ve g\u00fcvenilirli\u011fini korumak i\u00e7in \u00f6nemli. Aksi takdirde bu davran\u0131\u015flar kullan\u0131c\u0131lar taraf\u0131ndan sizin markan\u0131za mal edilebilir. Bundan dolay\u0131 tercihlerinizi do\u011fru yapmal\u0131s\u0131n\u0131z.<\/p>\n

Viral Pazarlaman\u0131n Sundu\u011fu Avantajlar Nelerdir?<\/strong><\/p>\n

Etkili bir pazarlama stratejisi olan viral pazarlama, do\u011fru uyguland\u0131\u011f\u0131 takdirde reklam\u0131 verilen markaya bir\u00e7ok avantaj sa\u011flar. Hedef kitleye<\/a> ula\u015fma ve i\u00e7eri\u011fin h\u0131zl\u0131 yay\u0131lmas\u0131 konusunda \u00f6nemli bir yere sahip olan viral pazarlaman\u0131n marka ve firmalara sunmu\u015f oldu\u011fu temel avantajlar \u015funlard\u0131r:<\/p>\n

Viral pazarlama i\u015fletmelerin maliyetlerini azalt\u0131r. Viral reklamlar t\u00fcketiciler taraf\u0131ndan daha \u0131l\u0131ml\u0131 kar\u015f\u0131lanmaktad\u0131r. Yani \u00fccretli reklamlara ya da kitlesel bir reklama k\u0131yasla viral reklamlar daha kabul edilebilir bir yap\u0131dad\u0131r. Viral reklamlar\u0131n kitlelere ula\u015fmas\u0131 daha kolayd\u0131r. B\u00f6ylelikle benzer ilgi alanlar\u0131na sahip olan ki\u015filerin, mesaj\u0131 okuma ihtimali daha y\u00fcksektir.<\/p>\n","protected":false},"excerpt":{"rendered":"

Viral Pazarlama Nedir? Viral s\u00f6zc\u00fc\u011f\u00fcn\u00fc son d\u00f6nemde s\u0131k s\u0131k duyar olduk. Hatta art\u0131k T\u00fcrk\u00e7ede \u201cviral olmak\u201d diye yeni bir ifade yer al\u0131yor. \u201cViral olmak\u201d deyimi sosyal medya platformlar\u0131nda yap\u0131lan payla\u015f\u0131mlar\u0131n \u00e7ok k\u0131sa s\u00fcrede geni\u015f kitlelere ula\u015ft\u0131\u011f\u0131n\u0131 ifade etmek i\u00e7in kullan\u0131l\u0131yor….<\/p>\n","protected":false},"author":364,"featured_media":54924,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[],"class_list":["post-54923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reklam-yonetimi"],"yoast_head":"\nViral Pazarlama Nas\u0131l Yap\u0131l\u0131r? 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