This document summarizes social media usage in Turkey's telecommunications industry. It provides details on 5 outstanding social media campaigns by various Turkish companies that were highly successful. It then analyzes the social media presence and strategies of Turkey's three major telcos (Turkcell, Vodafone, and Avea) on Facebook, Twitter, and YouTube, finding that while all three actively post about promotions and events, few engage users or incorporate user-generated content into their approaches.

1. SOCIAL MEDIA IN TURKEY
SERKAN TOSO
International University of Japan

2. 80 Million Population
34 Million internet users

3. 5 OUTSTANDING
CAMPAIGNS
SOCIAL MEDIA
IN TURKEY

4. More Tweet with Turkcell
• Turkcell Wants to market its new smartphones
bundled with internet packages.
• Target: Heavy internet users.
• The campaign ran for 3 hours a day, for 7 days
• 56,734 Tweets under #turkcelltweet
• 8 days on the trending list
• Several big celebrities got involved
• 3.6million campaign impressions

5. Get The Megane!
• Renault wants to promote its Megane car
• They live streamed the show for 12 hours a day
• 400 space each day-first comes first serves
• They gave the car on the 8th day and 3511th draw
• 500.000 people reached
• 100.000 interactions
• 20.000 new fans in FB

6. Cheated Girl
• Gittigidiyor was a new launched online auction website
• They wanted to promoto the website with a viral video
• 5M views in 1 month
• 68.000 friend request
• 6.300 blog
• 47 reaction videos
• TV news and newspapers
• 21% website traffic increased
• # of new members increased by 97%
• Google search for «gittigidiyor» increased by 200%

7. Increadible Marriage Proposal
• Turkish Airlines wants to promote its loyalty program
• A man travels all around the world and makes a
marriage proposal video
• 2.5M shares in FB in 1 week
• 5M views in 1 week
• Reaction videos
• TV news and newspapers

8. I Suggest Vodafone
• Vodafone Turkey used Facebook to get fans
recommending them in their News Feed;
helping reaffirm its brand position as the country’s
‘most recommended operator’.
• 200 content and video was posted.
• Customers voted for the best suggestions
• 120K new followers
• over 36% of Turkey’s online population reached
• 5-point increase in its Net Promoter Score
• Facebook marketing team published a success story
about the campaign

9. TELCO
SOCIAL MEDIA USAGE
INDUSTRY
IN TURKEY

10. Turkcell Vodafone Avea
• 2.9M Fans
• Mostly campaigns’ and
social responsibility
projects’posts
• Rarely uses UGC
• Rarely asks questions
• Daily posts
• Segmented pages
• Answers all questions in
the comment section
• Most engaging post: new
tv application (7.5K
shares)
• 2.5M Fans
• Mostly campaigns’ and
sponshorships’s posts
• Rarely uses UGC
• Rarely asks questions
• Daily posts
• Segmented pages
• Answers all questions in the
comment section
• Most engaging post: social
responsibility project (3.4K
shares)
• 2.5M Fans
• Mostly campaigns’ and
promotions’ posts
• Rarely uses UGC
• Rarely asks questions
• Daily posts
• One main account
• Answers all questions in the
comment section
• Most engaging post: a
campaign promotion (424
shares)

11. Turkcell Vodafone Avea
• 592K Followers
• Mostly celebrations and
sponsorships
• Rarely uses UGC
• Rarely asks questions
• Daily posts
• Segmented and product
based accounts
• Helps customers with a
different supports
account
• Most engaging tweet:
askercell video-a new
service for soldiers (3.146
favs)
• 574K Followers
• Mostly campaigns and
• Celebrations
• Rarely uses UGC
• Rarely asks questions
• Daily posts
• Segmented accounts
• Replies to all tweets
• Most engaging tweet: a new
device campaign (879 favs)
• 294K Followers
• Mostly campaigns and
• Celebrations
• Rarely uses UGC
• Asks questions
• Daily posts
• One main account
• Helps customers with a
different supports account
• Most engaging tweet: a
new promotion video
(1.683 favs)

12. Turkcell Vodafone Avea
• 41.5M Views
• Mostly sponshorships
and how to videos
• No UGC
• No comment options
• 4 times a week
• Segmented accounts
• No discussion platform
• Most engaging video: A
SMA support campaing
(4.4M views)
• 16.2M Views
• Mostly sponsorsips and
campaigns
• No UGC
• No comment option
• 2 times a week
• Segmented accounts
• No discussion platform
• Most engaging video: a new
internet package offer (1M
views)
• 8.3M Views
• Mostly campaigns
• No UGC
• No comment option
• 3 times a week
• One main account
• There is a discussion
platform
• Most engaging video: a
branding video (614K
views)