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DIGITAL Content Strategy

The ever-shifting social media algorithms and user behaviors push their brands into an up-to-date and dynamic structure in social media. Effective digital communication for marketers with their customers; it should now be more personalized, integrated with advertisements and diversified.

As a result of all these changes, it is necessary to examine several points in order to properly manage content strategy correctly in the social media;

Organic Reach Problem

According to the Nielsen report, Facebook organic reach has fallen over the years, reaching around 0.5% by 2017. New developments and statements show that this number will fall even further. For example, the content shared on a page with 1 million followers can seen by an average of 5,000 people.

organik-erisim
Nielsen, Agora Pulse

Mark Zuckerberg explained that among 2018 plans, changes will be made to algorithms on Facebook users’ requests. Users will see posts from friends, family and groups instead of brand, business and media feeds in the News Feed. This means that organic reach will fall below 0.5% in 2017, and personalized communication for brands is important for advertising spending.

 

 

The reverse correlation between Facebook’s rise in advertising revenue over the years and organic access decline is quite clear. The increase in advertising income for Facebook in 2018 can be predicted in this direction.

Facebook reklam

 

The result of the fall in organic reach and ad-dependence, weekly and monthly content calendars carefully prepared by brands almost always followed by only the person who shares it and by the brand. Any organic content shared on the page that is not advertised is doomed to be forgotten without reaching anyone. In this case, the content calendars prepared to share only on the Facebook page are not functional.

The way that marketers need to follow for effective social media content management is basically simple. The brands that are made that actual, shine out.

  • The goal is to divide the kitten into small pieces in the direction of common characteristics and behaviors,
  • To prepare content in the topics and formats that each of these parts is interested in,
  • To determine the distribution channels appropriate for the behavior of the audience for the content you are preparing,
  • To benefit from ad features with detailed targeting of digital advertising.

 

Every User has Different Behavior on Social Media. Reaching all with the same message?

While some of the users see the content and pass through it, also some of them click on it and examine your website, and some just like sharing. The brand loyalty, digital behaviors and interests of users who perform these actions are different.

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How accurate is it to reach each of these audiences with the same message?

  • You can aim to build more awareness of the people you reach.
  • You can try to direct people who like your posts to your site.
  • You can conduct studies that will increase your brand loyalty for those who already bought your products.

For all these, you have to divide them from each other and reach them with goal oriented contents.

Special Communication for Mass… How?

You divide your audiences into meaningful groups, and you need to understand the character and brand loyalty of these masses in order to reach each one with a separate message.

  • You can reach with contents that introduces you as a brand to people who has a weak relationship with you or for new audiences.
  • You can offer opportunities for who already know your brand and have little interaction in the social media.
  • You can reach with useful informations, and strengthen their relationships with you as a brand, to a shopper on your site, or someone who downloads your app.

For example, the following Nike share aims student masses through basketball and mathematics, with a graphical work that will attract the attention of the audience with a special message and format.

 

Special occasions also have effective opportunities for brands. Among the best examples of work that combines 6 women and 6 good ideas, prepared for World Women’s Day.

 

Video content is consumed far more by social media users. Video content produced by brands is effective in promoting brand and product.

 

How do you style your denim? 👖 @septumpapi #DenimIsMyCanvas #HM H&M (@hm)’in paylaştığı bir gönderi ()

 

You can use different content formats of social media while reaching your divided audience with different messages.

Facebook has several content sharing formats that are currently available. It is important to use different methods to include people, even if it is only a visual, sharing a text on the easiest and most widely used format. With canvas content, you can present a rich experience, with video contents you can present a visual flow of information, with surveys and forms you can measure traits of your customers and you can enhance your conversion. Especially in the last period, we should not ignore the effect of live broadcasts.

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Facebook Creative Hub is a great source of inspiration for brands in this direction.

 

You can use the message and format that will move them if you want to target your site or shop. The following carousel share is a good example.

Other than Facebook, videos on Youtube, presentations on Slideshare, story shares on Instagram, and live broadcasts are examples of different content formats.

 

Ads Opportunity at Your Hand

In social media, there is the opportunity to set up ads with very detailed target masses and show them the contents that are separated. For example, you are a dietitian on Baghdad Street and you want to be recognized by the people who are sitting in the vicinity. You have access to women aged 25-45 who use iPhone 7-8 in a specific location. You can even separate people who are interested in healthy diet or diet from within this mass. And you can duplicate it with countless variations. Why do you show the same content to the entire target audience when you have the opportunity to parse it so much?

 

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Platform Diversification

As the diversity of social media platforms produced is increasing, users are starting to experience different platforms. User behaviors also concern the brand first degree. The platform diversification for brands is a very detailed and lengthy issue. Strategies vary according to the brand and the purpose of digital communication.

We can look at a few examples other than Facebook, Instagram and Twitter main communication platforms that brands use most,

Youtube is a great opportunity for brands in digital where they are positioned as video search engines. Advertising costs are low, good targeting criteria, measurement opportunities, and brands steer to Youtube rather than TV Ads.

Slideshare is an advantageous social network on Google that you can access your audiences organically. You can create and publish presentations about your brand or your industry.

Scorp is a very dynamic channel for brands that fit the target volume. You can provide people with content about your brand with this platform.

 

There is a “digital” opportunities universe and a wide variety of actions brands can do. You can effectively build your content strategy where you know your brand and your goals well, and when you know and understand your small audience groups.

In short, if we look at this great content world;

 

EnglIsh

A DIFFERENT VIEW OF IOT AND SMART HOME TECHNOLOGIES

IoT (Internet of Things) is an intelligent network system that many objects we use in our lives are created by communicating with each other, connecting and sharing information among them. There are great expectations and predictions about the increasing use of technology in homes, cities, businesses around the world. By 2025, around 75 billion devices worldwide are estimated to be connected to each other.

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We will examine the development of IoT technology, which has a very large area, in the smart home environment. As devices such as Google Home, Alexa and Amazon Echo become more common, the conversion for the smart home industry is also accelerating.

What smart houses provide us, what we buy from us, let’s take a different approach to this technology;

1. Data Security

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We shared our digital information with social networks, websites, and applications. The data privacy and security crisis that Facebook has experienced has emerged as a result of this sharing.

With smart home technology, we will open our offline data to the online data world. We will share what we do with our daily routine behaviours, how we like our coffee, what we do at home, what diseases we need to follow, and what we do to improve our comfort area. In the event that this data is in danger, the loss of this technology, whose purpose is to provide us with a more comfortable living space, may be more severe than sharing social security information.

The physical and personal information kept on the Internet will also be open to the attack of hackers. For this reason, ensuring security and confidentiality will become a fundamental problem that will shape this sector.

2. Artificial Intelligence vs Human Brain

ai

This thinking system sounds good and comfortable to you. Your house;

-Orders what you need at home,
-Before you come home, your tea, your food, your home heat is being adjusted,
-Closes the curtains when it gets dark
-Does your home ventilation exactly the way you want it,
-Even in case you forget to unplug your iron, it can disconnect the electricity in the socket.

So what are you doing? Or is this human being consciously prepared for this transformation? A lot of the little things that follow are keeping the human brain alive, improving, giving organization and programming skills. But there is a house that does this for you now. In this case, where do people go towards, where do they gain from activities that will further improve themselves, or is it a habit to slow down and make lazy brain development?

If you don’t watch Wall-e movie, I would definitely recommend it. The transformation of people into adapting to the intelligent system is described in a very striking way.

3. Physical Security

Smart home technology will become necessary in the fight against crime. Even if you are not at home, you will be warned in an unexpected situation where you can watch your home. Even if the system can not reach you, the police will be able to provide direct information.

In this way, many crimes will be prevented and your physical and property rights will be protected.

4. Marketing

For smart home technology, refrigerators are one of the most frequently cited examples of products that can order directly from markets. Or fast-food items such as toilet paper, detergent, etc., are orders that intelligent homes will give to markets. What will be the future of marketing when your house learns and applies your wishes? How will companies promote their products to you, or will they try to convince the communicators that machines with artificial intelligence like refrigerators instead of humans?

5. Savings

With the adoption of this technology, a more economically and environmentally conservative structure can be achieved. Optimum use of electricity and other sources can be achieved in houses under the control of appliances. Deterioration or disruption to any device can be avoided at the initial stage without incurring significant costs and creating new trash. This is a positive expectation for both the home economy and the environment.

Muskainukes

These examples can be duplicated. But beyond all of this, the important point is that as our lives become digital and technology become more intelligent, people will become lazy and stupid? While we sit all day in our place, everything will be done by robots and artificial intelligence?

Crazy genius Elon Musk speaks outside of what we know about technology. His latest statement ”Tesla’s extreme automation was a mistake. Human power is underestimated. ” inwraps people. On the other hand, artificial intelligence presents a world beyond the digital futures that are portrayed by everyone, the dangers of ideas, the notion that flying cars are not the future of automotive, and the need to quickly build on Mars.

To be clear, I am closer to Elon Musk. In our current perspective, the future is shown as a world where everything is digitized, robotized, and a lot of things are directed by artificial intelligence.

However, we are not aware of the chaos that all these will bring and we find artificial intelligence technology to be ‘’too’’ excellent. -we’re making mistakes-

Let’s remember for a very short time, there were many imaginative technologies such as flying cars in the early ‘2000s in 80’s films, but we saw that the change took place in different dimensions. We live close to the chaotic environment created by the digital socializing of our lives and we continue to live. (processes starting with The Arab Spring )

In short, let us continue to talk about new technologies and follow them, but let us be prepared for the new chaos that these technological EXPERIMENTS and STUDIES will bring our life.

AI-ww3-elon-musk

Main şmage source : https://www.youtube.com/watch?v=G72h-d_crFY

EnglIsh

ARTIFICIAL INTELLIGENCE, ROBOTS, 3D PRINTERS, IOT AND MORE. TURKEY’S DARK FUTURE

Production with artificial intelligence, robots, 3d printers is the most talked-about topic of the last period. So much so that a large part of the heads of state are in various explanations about artificial intelligence, and various studies are being carried out.

The Department of Artificial Intelligence is being established in the United Arab Emirates.

Russian President Vladimir Putin is explaining that the country holding the artificial intelligence will manage the whole world in the future.

There is also intense competition in the artificial intelligence race between the United States and China. This situation can easily be seen from patent applications, which are published in countries. In China, artificial intelligence patent applications have seen a 200% increase, the clearest result of this.

French President Emmanuel Macron says artificial intelligence is a technological, economic, social and open moral revolution. 

Elon Musk believes that artificial intelligence will lead to the third world war.

 

”There are three events of equal importance, if you like. Event one is the creation of the universe. It’s a fairly important event. Event two is the appearance of life. Life is a kind of organizing principle which one might argue against if one didn’t understand enough — shouldn’t or couldn’t happen on thermodynamic grounds, or some such. And, third, there’s the appearance of artificial intelligence.” -Edward Fredkin

 

What happens to production, economy and technology in the world while this race is going on between the states?

When we look at the developments we can call useful with the development of artificial intelligence;

– Increased production speed and productivity,
– The emergence of higher quality products,
– In many professions, people get jobs by getting robots to work, the reduction of illnesses and mistakes,
– Finding cures for diseases and injuries,
– The emergence of new solutions for the protection of the natural environment,
– Increased need for qualified workforce,

can be considered as such.

Now let’s look at what kind of developments are experienced in different fields with examples;

Drone production, which will facilitate transportation in the drone’s with various kinds of features and which will bring a new breath to the transportation sector. As these drones are developed, they can lead to large import and export changes from small e-commerce orders. So the world is shrinking, approaching each other.

 

With the development of artificial intelligence and robots, it is clear that many professions will disappear. As an example, we can look at police robots. It’s much harder for criminals to work with sensors and cameras.

Another example is robot teachers. In a school in Finladia, a teacher called ‘Elias’, who is a robot, knows 23 languages, teaches children. Elias can act according to the skill level of the children, and can also prepare a report on the development of children for teachers.

elias

 

Let’s come to production. In agriculture, with robots, it’s aiming to decrease work power and increase productivity. Robots that collect crops to learn, driveless tractors and more are entrusted to robots as well.

 

The backbone of the economy is the industry, the factories, the production? Here, too, systems that are transformed with artificial intelligence, robots is in the forefront. This technology is actively used in various countries of the world. It is estimated that in the US alone, more than 250,000 robots were installed in 2017.

Technological developments are continuing in the areas of sustainability, protection of the environment and so on. Researchers at the University of Southern California have been inspired by nature to develop materials that can help clean up oil spills. The team used 3D printers to recreate the microstructure composition of the floating fern leaves for this purpose.

3d

 

Looking at the ongoing research in the field of health, different studies are produced. Optical lenses produced with 3D technology and prosthetic hand produced with 3D technology change the lives of many people.

First-pitch-prosthetic-hand

 

Let’s not forget Sophia when talking about artificial intelligence and robots. Now we have seen Sophia, which is recognized by the whole world, as many of us, from catalog shoots until now. The last time he had a conversation with Will Smith and not laughing at his jokes.

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As far as developments in the robots are concerned, we should not forget about Atlas Robot. US technology company Boston Dynamics has produced Atlas Robot for use in search and rescue operations. The robot performs a variety of physical activities and he can tumble down over. 

 

Boston Dynamics’ four-legged dog robot SpotMini can now open doors.

It still does not connect to the results and discussing the domestic automobile production in Turkey, the world produced with 3D printers, electric vehicles are on the agenda.

 

Many developments taking place in this kind in the world, Turkey is only at the idea stage. These technologies are not included in the curriculum except for a few universities in Turkey.

While optimistic and pessimistic theories about artificial intelligence are on the world, production continues to be active.

Even in the age of the industry, Turkey is  a less developed country – our situation in the industry is still too limited to grow – we are very late in the technological era of the new system and in this environment where our current account deficit is increasing day by day, new technologies that we can not adapt will increase our current account deficit at a higher rate. Increase of this current account deficit will be reflected in the currencies in parallel and we will not be able to solve inflation and interest problems.

All this makes it difficult to create a parallel environment where the difference between the investment cycle with developed countries and Turkey will gain on as ever. 

 

Resource of main image: https://techcrunch.com/2017/09/28/keep-calm-and-automate-to-unlock-the-opportunity-in-the-vertical-internet-of-things/

EnglIsh

The Future of Facebook: Is It About Data Privacy Leakage

Facebook’s data privacy and security debate continue. These heated discussions brought reactions to Facebook users closing their accounts. Elon Musk’s removal of Tesla and SpaceX’s Facebook accounts also makes it more of remain on the agenda. Although, it looks like a Turkish user eggs him on…

Screenshot_3

 

Does Facebook really want the continuation of these discussions? Is it done intentionally? Who does the agenda work for?

When we examine the last period of Facebook, we see that it is not as innovative as the old one and does not even make innovative purchases. It’s clear that it’s not just Facebook, but an entirely digital innovation. The platforms are becoming more and more like each other, there isn’t a different and new device after the iPhone, the new VR devices cannot be integrated at the desired level due to technical and physiological problems (causing the health problems such as nausea etc.)

Look from a broad perspective, the technology we need is integrated with us, not what we carry. (Calculating how much my shoe walked instead of the phone and giving feedback)

This is also globally named Internet of things. It needs to be developed, matured, widespread. Wearable technologies, interconnected devices, innovations that make life easier… We expect all of us to be a part of our life with radical changes.

internet-of-things

In this context, we can not say that the digital situation is exactly the problem of innovation because the new technologies developed as innovations are shaped on a world that takes a lot of data about us and makes sense and offers us suggestions. At this point, personal data is needed to be shared.

Screenshot_2

 

Now look at the connection;

The easiest way to normalize a conversation is to increase the conversation about that topic. Because after a while people will not be able to show their reactions to that issue more than they first heard. The agenda for sharing data and using it for different purposes is also being kept trending and trying to normalize. And as we end up with this normalization process, we’ll start to think less about this issue, considering how everyone uses our data. Then; the initiators of this topic will begin to whisper to us that data security is limiting our lives and that our personal data will be useful to us if it is used with artificial intelligence.

Facebook will be able to make actual many new products and make new purchases with the use of our personal data. For example; using the data of the accounts to bring people to whom the people can agree and can handle the relationship. Which may be far beyond Facebook, which is another theory (such as a proposal by States to provide us with a better and safer life by keeping track of our personal information and controlling it).

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As a result of these discussions, we will voluntarily use applications that add value to our lives by using our expressions that are accepted, normalized and believed to be good for humanity.

A grocery store follows your refrigerator and offers you a weekly shopping list…

A smart home that makes sense by watching your 1-month behaviour in your home then prepares morning coffee, opens and closes your curtains at the right time, sets the room temperature…

And more…

 

The sources of images:
https://thecustomizewindows.com/2014/04/impact-iot-internet-things-will-deliver-security-firms/
https://www.eppenbergerdigital.com/en/iot-internet-things/

EnglIsh

It’s Not About Facebook Or Cambridge Analytica, It’s All About Normalization Of The Data Securıty

Recently, with the digital strategies created using social media data by Cambridge Analytica is the topical issue of the World, in both Trump’s election and Brexit’s resulting. If you don’t have any information about it, you can watch the video below.

It goes without saying, this unrest has started a process, with the arraignment of Facebook and the opening of an investigation. Globally, campaigns start with #DeleteFacebook. hashtags.  And talking about the end of the social media has been a subject of much writing. But, it needs to look at this subject from a different aspect. In the early days of digital, starting with Dot-com, a number of products were produced that reached the last consumer, that is to say, our life. These products made a lot of money for America and big states on the economic basis, and when each company finished its life, new technological companies followed. This cycle has continued in recent years, especially in the lead of Apple, Google and Facebook.When you look at the values of these 3 companies in the US stock exchanges, you can understand that technology is not just a subject in its own field, it is a politics-based economy. But after all these beautiful stories, technological companies haven’t had an innovation streak in recent years. Especially after Steve Jobs’ death, Apple is not able to do anything new, Amazon is not going to open up to the world much faster, Facebook cannot make a product that makes a difference after purchasing Whatsapp and Instagram, and Google has similar problems…

This new product stringency and the fact that the technology companies are already at the point of saturation have reached an economic alarming dimension. For this reason, a new story is needed. This story will be “Use of the Benefit for Human Use” in the upcoming period. We need to break our perceptions of “private life and the security of our information” that we have looked at as illegal as before and we care about. -we can produce new products… What do we mean by the new product; First of all, according to all our digital data, giving us healthy living tips, recommending suitable partner candidates, making suitable professional and company suggestions… Starting with a chip that we will place into our brains, a system of thinking that is supported by artificial intelligence is introduced…

The first time we hear it, of course, it is far away, but how many of those things we had in our lives 10 years ago?

You will see that the above topics do not actually take place in the very distant future. What does this have to do with the current unrest?

Politics has a process that is always applied;

-Leak the subject you plan to do it,

– Reject the subject and react

– Examine public reaction

– Several theoretical knowledge and expert advocates for the subject

– Normalize the texture

So we are at the beginning of a normalization process all over the world that data security can actually be used for the human benefit and that companies have our data. We will go back to Facebook with the chips we are going to add these days and we will add our bodies in the near future…

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