This document summarizes key findings from a study on social media marketing trends in Turkey. Some of the main points include:
- Turkey has high rates of social media adoption among consumers, driven by major players and brands. However, businesses' social media strategies lag behind and focus more on information sharing than engagement.
- Most companies are at early "experimenter" stages of social media use rather than fully integrating it into their strategies. Engagement and data analysis are areas that need further improvement.
- While budgets for digital marketing are still low as a percentage of total marketing spend, they can still be substantial amounts given the large marketing budgets of major Turkish brands.
The document discusses a study on the impact of social media-based marketing on retailer turnover in Polokwane, South Africa. The study tested three hypotheses: 1) that digital marketing increases retailer turnover, 2) that retailers view digital marketing as a viable tool, and 3) that retailers use digital marketing. Through questionnaires, the study found that social media marketing had a positive impact on turnover and that most retailers used social networks and saw it as an effective marketing approach. The study recommends that retailers integrate social media marketing and continue using social networks to strengthen their brands online and impact turnover positively.
The document is a student project report on internet marketing. It includes an introduction discussing the evolution of marketing and advertising. It then discusses internet marketing and advertising. Key points covered include the advent of the internet and how it has challenged traditional advertising, the 7 P's of internet marketing, benefits of internet marketing, types of internet advertising and trends. It also describes research conducted including objectives, methodology, findings and case studies on various companies' internet marketing strategies.
This survey explores how Turkish internet users perceive social media's role in public relations (PR) and their engagement with social media. The survey found that:
1) Nearly half of respondents believe social media allows for easy, fast targeting of groups and enables fully interactive PR communications.
2) Over a third believe social media lets consumers directly share opinions with brands, and brands listen to consumers across platforms with measurable communications.
3) Most respondents said PR budgets should allocate funds to social media to reach more people alongside traditional media.
The survey assessed Turkish social media engagement and perceptions of how social media benefits PR and consumer/brand relations to understand why PR professionals need a budget for social media communications.
This document discusses the advantages and disadvantages of implementing e-marketing strategies in emerging countries. It begins by defining e-marketing and how it differs from traditional marketing by having fewer geographical boundaries and costs. While e-marketing provides extensive customization possibilities and global reach, it also increases competition and relies heavily on internet technology infrastructure, which is still developing in many emerging markets. The document concludes that a balanced approach combining e-marketing and traditional marketing techniques may be most effective given the opportunities and challenges of marketing in emerging country contexts.
If you are responsible for your brand's digital marketing strategy and would like to understand more about social network marketing and the hot topic of engagement marketing, the key findings from this report combined with Tom Chapman's social network marketing concept map will enable you to identify and build a social network marketing strategy for your brand.
This document discusses how social media has changed how businesses interact with and engage customers. It provides an overview of the evolution of social media marketing and the two main approaches: passive, by analyzing user generated content; and active, using social media as an engagement and communication tool. The document also examines how companies can use influencers and hyper targeting on platforms like Facebook and LinkedIn. It aims to understand the role of social media strategies in creating buzz and engaging customers.
The document discusses a study on the impact of social media-based marketing on retailer turnover in Polokwane, South Africa. The study tested three hypotheses: 1) that digital marketing increases retailer turnover, 2) that retailers view digital marketing as a viable tool, and 3) that retailers use digital marketing. Through questionnaires, the study found that social media marketing had a positive impact on turnover and that most retailers used social networks and saw it as an effective marketing approach. The study recommends that retailers integrate social media marketing and continue using social networks to strengthen their brands online and impact turnover positively.
The document is a student project report on internet marketing. It includes an introduction discussing the evolution of marketing and advertising. It then discusses internet marketing and advertising. Key points covered include the advent of the internet and how it has challenged traditional advertising, the 7 P's of internet marketing, benefits of internet marketing, types of internet advertising and trends. It also describes research conducted including objectives, methodology, findings and case studies on various companies' internet marketing strategies.
This survey explores how Turkish internet users perceive social media's role in public relations (PR) and their engagement with social media. The survey found that:
1) Nearly half of respondents believe social media allows for easy, fast targeting of groups and enables fully interactive PR communications.
2) Over a third believe social media lets consumers directly share opinions with brands, and brands listen to consumers across platforms with measurable communications.
3) Most respondents said PR budgets should allocate funds to social media to reach more people alongside traditional media.
The survey assessed Turkish social media engagement and perceptions of how social media benefits PR and consumer/brand relations to understand why PR professionals need a budget for social media communications.
This document discusses the advantages and disadvantages of implementing e-marketing strategies in emerging countries. It begins by defining e-marketing and how it differs from traditional marketing by having fewer geographical boundaries and costs. While e-marketing provides extensive customization possibilities and global reach, it also increases competition and relies heavily on internet technology infrastructure, which is still developing in many emerging markets. The document concludes that a balanced approach combining e-marketing and traditional marketing techniques may be most effective given the opportunities and challenges of marketing in emerging country contexts.
If you are responsible for your brand's digital marketing strategy and would like to understand more about social network marketing and the hot topic of engagement marketing, the key findings from this report combined with Tom Chapman's social network marketing concept map will enable you to identify and build a social network marketing strategy for your brand.
This document discusses how social media has changed how businesses interact with and engage customers. It provides an overview of the evolution of social media marketing and the two main approaches: passive, by analyzing user generated content; and active, using social media as an engagement and communication tool. The document also examines how companies can use influencers and hyper targeting on platforms like Facebook and LinkedIn. It aims to understand the role of social media strategies in creating buzz and engaging customers.
A project report on Social Media MarketingSafder Mak
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share one’s personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
Social Media - Communal and consumption perspectivesMichael Ling
This document provides a literature review on communal and consumption perspectives of social media. It discusses several marketing perspectives including traditional marketing, relationship marketing, and tribal marketing. It explores characteristics of online consumers and how they satisfy social and psychological needs through social media. The review examines perspectives that consumers are both individualistic and seek social links through consumption. It also discusses how social capital and information flow theories are relevant to understanding social media use.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
This document summarizes a research paper that proposes using data mining clustering algorithms on social network data to identify targeted users for internet advertising. Specifically, it involves gathering post and comment data from a Facebook brand page, preprocessing the data by tokenizing, stemming, and removing stop words. Then a clustering algorithm will classify the posts and comments into categories to discover influential users. The goal is to develop a systematic technique to improve marketing strategies and target key users for online advertisements using insights from social network data and data mining.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
23 page briefing on social media uptake both sides of the pondharry-rollason
The document discusses differences between how North American and European companies utilize social media. It finds that while most companies now use social media across departments like customer service, only a third use specialist tools to manage social media. Additionally, three-quarters of companies have changed internal structures for social media but still struggle with integration. The document also notes that while the US leads in social media development and business transformation, the gap with Europe is narrowing as rules are refined.
Following Uncle Sam: National Social Media MarketingLiam Dowd
The document discusses differences between how North American and European companies utilize social media. It finds that while most companies now use social media across departments like customer service, only a third leverage analytics tools. North American companies are more effective at using "big data" insights. Additionally, European businesses lag behind US companies in transforming their organizations into social enterprises that fully integrate social media.
This presentation is based on social media research from two of our insurance-focused Monitor Services: Annuity Monitor and Life Insurance Monitor. The reports analyze the current social media initiatives and promotions undertaken by leading insurers covered by Corporate Insight.
Inside, we highlight key social media findings and trends across the insurance industry and offer tips for insurers looking to bolster their social presence.
This digital marketing plan aims to help Bagel Nash grow its digital presence in the UK over the next six months. Research found that Bagel Nash currently has high SEO visibility but a website with a high bounce rate and low social media engagement. The plan proposes three objectives: creating a mobile app to achieve 500 downloads, decreasing the website bounce rate, and increasing social media followers. Tactics include improving the website design, using more engaging social content, and developing a mobile app. The plan segments the target audience as 20-24 year olds and will measure objectives using tools like app downloads, bounce rate, and social media analytics.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
Viral Marketing - A Large Scale Field Experiment by Ashu RajdorAshu Rajdor
This document describes a large-scale field experiment conducted to compare the effectiveness of viral marketing to traditional media promotions. The experiment was conducted by a cosmetics company launching a new nail polish product called Nic's Sticks. The product was promoted through three channels in parallel: magazine advertisements, free-standing inserts in newspapers, and a viral marketing campaign. Each promotion included an identical $1 off coupon, but with unique redemption codes, allowing the researchers to compare redemption rates across channels. Data was also collected from over 4,000 members participating in the viral marketing campaign to analyze social interactions and identify the most active members. The goals of the analysis were to 1) compare effectiveness of viral marketing to traditional media, 2) understand the
Burson-Marsteller 2011 Global Social Media Check-upBurson-Marsteller
The Second Annual Burson-Marsteller Global Social Media Check-up examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and other local and language-specific social networks.
This digital marketing plan aims to increase brand awareness and social media presence for Polaroid Socialmatic. The plan proposes three objectives: 1) Create a separate social media account to boost online brand awareness using hashtags. 2) Increase UK desktop traffic which is currently third behind the US and Italy. 3) Reduce the high bounce rate on the Socialmatic website by offering a competition campaign. A situational analysis of the macro environment, customers, competitors, and Socialmatic's internal strengths and weaknesses was conducted to inform the marketing strategy and tactics.
Abstract: The modern technology gives new direction to companies for advertise the product thats known by digital marketing. It is platform which offer a lot of advantages like less cost, fast communication, quickly feedback etc. it is new marketing technique that used for interactive communication by companies. When company wants to approach new potential customers, getting customer loyalty, establish routes for good relationship marketing at that time marketer adopt this. It is unique and different from traditional marketing which is essential for companies to obtain sustainable growth. This paper highlights the key factors of the digital marketing that affects the company directly and includes challenges, status of the digital marketing in the market of India.
This document discusses strategies for using social media and digital platforms to achieve business objectives. It outlines four main strategies: 1) Building brand reputation through engagement on platforms like Facebook and blogs. 2) Using mobile technologies like apps to reach customers. 3) Engaging businesses online through platforms like LinkedIn and forums. 4) Promoting open government and transparency through sharing data and information online. The document argues that these strategies can increase brand awareness, make connections, and take advantage of digital opportunities to help businesses outperform competitors.
Kapinga kabuya it management assignment 6.1KAPINGAKabuya
Carry out a focused search for a recent (within last the three years) and relevant academic/business video which contains a succinct, focused and relevant contextualization and definition of social media and mobiles. Key concepts should be clearly identified and explained in the video. The video could cover any aspect covered in the notes on social media and mobiles (as listed in the Table of Contents). This includes, social media, digital marketing, technologies supporting, mobile application development, advantages, and disadvantages. The video should be a maximum of five minutes long. You may cut/edit/splice videos. Place the URL link for the video into a Word document.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
The document discusses how social media and social commerce can help businesses transform and leverage organizational effectiveness. It provides an overview of key concepts like social networking sites, instant messaging, customer relationship management, and social commerce. The literature review covers topics like how social media has changed communication and business, the benefits of instant messaging for knowledge sharing and productivity, and the importance of trust and customer engagement for social commerce. The research methodology section describes a study that was conducted in Cyprus to examine how organizations use social media and the most widely used social networking sites. The findings suggest Facebook is the most commonly used, while only 32.1% of organizations surveyed currently use social media as part of their activities.
A project report on Social Media MarketingSafder Mak
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share one’s personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
Social Media - Communal and consumption perspectivesMichael Ling
This document provides a literature review on communal and consumption perspectives of social media. It discusses several marketing perspectives including traditional marketing, relationship marketing, and tribal marketing. It explores characteristics of online consumers and how they satisfy social and psychological needs through social media. The review examines perspectives that consumers are both individualistic and seek social links through consumption. It also discusses how social capital and information flow theories are relevant to understanding social media use.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
This document summarizes a research paper that proposes using data mining clustering algorithms on social network data to identify targeted users for internet advertising. Specifically, it involves gathering post and comment data from a Facebook brand page, preprocessing the data by tokenizing, stemming, and removing stop words. Then a clustering algorithm will classify the posts and comments into categories to discover influential users. The goal is to develop a systematic technique to improve marketing strategies and target key users for online advertisements using insights from social network data and data mining.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
23 page briefing on social media uptake both sides of the pondharry-rollason
The document discusses differences between how North American and European companies utilize social media. It finds that while most companies now use social media across departments like customer service, only a third use specialist tools to manage social media. Additionally, three-quarters of companies have changed internal structures for social media but still struggle with integration. The document also notes that while the US leads in social media development and business transformation, the gap with Europe is narrowing as rules are refined.
Following Uncle Sam: National Social Media MarketingLiam Dowd
The document discusses differences between how North American and European companies utilize social media. It finds that while most companies now use social media across departments like customer service, only a third leverage analytics tools. North American companies are more effective at using "big data" insights. Additionally, European businesses lag behind US companies in transforming their organizations into social enterprises that fully integrate social media.
This presentation is based on social media research from two of our insurance-focused Monitor Services: Annuity Monitor and Life Insurance Monitor. The reports analyze the current social media initiatives and promotions undertaken by leading insurers covered by Corporate Insight.
Inside, we highlight key social media findings and trends across the insurance industry and offer tips for insurers looking to bolster their social presence.
This digital marketing plan aims to help Bagel Nash grow its digital presence in the UK over the next six months. Research found that Bagel Nash currently has high SEO visibility but a website with a high bounce rate and low social media engagement. The plan proposes three objectives: creating a mobile app to achieve 500 downloads, decreasing the website bounce rate, and increasing social media followers. Tactics include improving the website design, using more engaging social content, and developing a mobile app. The plan segments the target audience as 20-24 year olds and will measure objectives using tools like app downloads, bounce rate, and social media analytics.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
Viral Marketing - A Large Scale Field Experiment by Ashu RajdorAshu Rajdor
This document describes a large-scale field experiment conducted to compare the effectiveness of viral marketing to traditional media promotions. The experiment was conducted by a cosmetics company launching a new nail polish product called Nic's Sticks. The product was promoted through three channels in parallel: magazine advertisements, free-standing inserts in newspapers, and a viral marketing campaign. Each promotion included an identical $1 off coupon, but with unique redemption codes, allowing the researchers to compare redemption rates across channels. Data was also collected from over 4,000 members participating in the viral marketing campaign to analyze social interactions and identify the most active members. The goals of the analysis were to 1) compare effectiveness of viral marketing to traditional media, 2) understand the
Burson-Marsteller 2011 Global Social Media Check-upBurson-Marsteller
The Second Annual Burson-Marsteller Global Social Media Check-up examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and other local and language-specific social networks.
This digital marketing plan aims to increase brand awareness and social media presence for Polaroid Socialmatic. The plan proposes three objectives: 1) Create a separate social media account to boost online brand awareness using hashtags. 2) Increase UK desktop traffic which is currently third behind the US and Italy. 3) Reduce the high bounce rate on the Socialmatic website by offering a competition campaign. A situational analysis of the macro environment, customers, competitors, and Socialmatic's internal strengths and weaknesses was conducted to inform the marketing strategy and tactics.
Abstract: The modern technology gives new direction to companies for advertise the product thats known by digital marketing. It is platform which offer a lot of advantages like less cost, fast communication, quickly feedback etc. it is new marketing technique that used for interactive communication by companies. When company wants to approach new potential customers, getting customer loyalty, establish routes for good relationship marketing at that time marketer adopt this. It is unique and different from traditional marketing which is essential for companies to obtain sustainable growth. This paper highlights the key factors of the digital marketing that affects the company directly and includes challenges, status of the digital marketing in the market of India.
This document discusses strategies for using social media and digital platforms to achieve business objectives. It outlines four main strategies: 1) Building brand reputation through engagement on platforms like Facebook and blogs. 2) Using mobile technologies like apps to reach customers. 3) Engaging businesses online through platforms like LinkedIn and forums. 4) Promoting open government and transparency through sharing data and information online. The document argues that these strategies can increase brand awareness, make connections, and take advantage of digital opportunities to help businesses outperform competitors.
Kapinga kabuya it management assignment 6.1KAPINGAKabuya
Carry out a focused search for a recent (within last the three years) and relevant academic/business video which contains a succinct, focused and relevant contextualization and definition of social media and mobiles. Key concepts should be clearly identified and explained in the video. The video could cover any aspect covered in the notes on social media and mobiles (as listed in the Table of Contents). This includes, social media, digital marketing, technologies supporting, mobile application development, advantages, and disadvantages. The video should be a maximum of five minutes long. You may cut/edit/splice videos. Place the URL link for the video into a Word document.
Understanding Customer Engagement in the Digital AgeEmmanuel Peype
I have investigated the notion of engagement in new media and customer interests in brand utility in the course of my final degree in Marketing. This study focuses on IKEA and explores al the facets of customer engagement. More than 500 individuals took part in the study. Please contact me if you are interested in some of the findings.
The document discusses how social media and social commerce can help businesses transform and leverage organizational effectiveness. It provides an overview of key concepts like social networking sites, instant messaging, customer relationship management, and social commerce. The literature review covers topics like how social media has changed communication and business, the benefits of instant messaging for knowledge sharing and productivity, and the importance of trust and customer engagement for social commerce. The research methodology section describes a study that was conducted in Cyprus to examine how organizations use social media and the most widely used social networking sites. The findings suggest Facebook is the most commonly used, while only 32.1% of organizations surveyed currently use social media as part of their activities.
This document is a marketing deck from AMD dated January 2013 that is under embargo until February 4, 2013 at 12:01 AM EST. It promotes AMD Radeon graphics cards and offers free games with purchase, including Bioshock Infinite, Tomb Raider, Crysis 3, and Devil May Cry. Details on qualifying graphics cards and regions are provided. Legal disclaimers are included at the end.
Kısıtlar İçerecek Şekilde Revize Edilmiş Atama Algoritmasına Ait Bir Uygulama...Can K.
Bu çalışmada, istenilen kısıtlar altında uygun grupların ve bununla birlikte ilgili eşleştirmelerin oluşturulmasına olanak sağlayan “Kısıtlar İçerecek Şekilde Revize Edilmiş Atama Algoritması” önerilmiş ve bilgisayar ortamında (Python programlama dilinde) uygulaması gerçeklenmiştir. Uygulama sonuçlarına göre, standart atama algoritmasının uygun çözüm vermediği durumlarda verimli bir şekilde (makul sürede sonuç veren) uygun çözüme ulaşılmaktadır. Algoritmanın çeşitli eşleştirme problemlerine verimli bir şekilde çözüm verecek hale getirilmesinin seçim aşamasında belirtilen kısıtların ağırlıklandırılması değiştirilerek elde edilebileceği gösterilmiştir. Bu uygulamanın kullanılabilirliğini göstermek amacıyla, Ondokuz Mayıs Üniversitesi Bilgisayar Mühendisliği Bölümü bitirme projeleri seçiminde/dağıtımında kullanılacak şekilde özelleştirilme yapılmış ve proje gruplarının oluşturulması konusunda çeşitli değerlendirmeler yapılmıştır.
State of the Global Mobile Consumer: Connectivity is coreErol Dizdar
The document discusses the growing demand for mobile connectivity and the need for faster network speeds to support increasing data usage. It introduces LTE (Long Term Evolution) as the next generation cellular network technology that can provide higher speeds and network capacity. The document notes that over 100 mobile operators in nearly 50 countries have launched LTE networks. It also discusses some key drivers of higher mobile data usage, such as rising smartphone ownership, proliferation of connected devices, and increasing use of data-heavy services and applications.
Turkcell is launching its own tablet called the Turkcell Tablet. [1] It is the thinnest tablet in Turkey at only 8.4 millimeters. [2] It runs on the latest version of Android, has a 10.1 inch screen, 1.2GHz quad-core processor, 3G and WiFi connectivity, and an 8 megapixel camera. [3] The Turkcell Tablet will come preloaded with music, TV, books, magazines and other apps. It is priced competitively starting at 59 TL per month which includes value added services from Turkcell. [4]
BGA SOME/SOC Etkinliği - Tehdit Odaklı Güvenlik Mimarisinde Sourcefire Yakla...BGA Cyber Security
Cisco offers next generation security solutions to protect networks from advanced threats. Their offerings include the FireSIGHT management platform for continuous monitoring and visibility across the network. Key products discussed are the Sourcefire Next Generation IPS which provides context awareness, application control and advanced malware protection. Cisco has also made several security acquisitions to enhance their capabilities in areas like email/web security, behavioral analytics, and threat intelligence.
Türkiye Digital Medya Pazarlama TrendleriErol Dizdar
Digital marketing is becoming increasingly important as consumers interact more online. In Turkey, only about 10% of marketing budgets are spent on digital marketing, significantly less than the global average of 27%. While social media and search engine advertising are revolutionizing marketing, tools to measure ROI for digital channels are still maturing. Marketers recognize the shift but still rely heavily on conventional channels like TV. Developing digital marketing talent and skills is a key priority for Turkish companies.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The document analyzes the effect of social media on consumer purchasing behavior in Turkey. It finds that social media has a meaningful positive impact on both pre-purchase and post-purchase behavior. Specifically:
1) Social media is found to have a positive effect on consumers' research and decision making before purchasing a product.
2) Social media also has a positive impact on consumer behavior after purchasing, though consumers are less likely to share on company pages or recommend products on social media.
3) There is a meaningful but not strong relationship between how frequently consumers use social media and the impact it has on their purchasing decisions.
92 Journal of Computer Information Systems Fall 2014USING .docxevonnehoggarth79783
92 Journal of Computer Information Systems Fall 2014
USING SOCIAL TECHNOLOGIES
FOR COMPETITIVE ADVANTAGE:
IMPACT ON ORGANIZATIONS AND HIGHER EDUCATION
JERETTA HORN NORD JOANNA PALISZKIEWICZ ALEX KOOHANG
Oklahoma State University Warsaw University of Life Science Middle Georgia State College
Stillwater, OK Warsaw, Poland Macon, Georgia
ABSTRACT
The number of individuals engaging in social technologies
for both personal and business reasons is staggering. This
phenomenon is growing exponentially and fast becoming an
integrated, cross platform experience which will impact every
individual online. Social technologies used specifically by
organizations for business support, the purposes and the benefits
realized are addressed in this paper. Based on research results and
a review of related literature, two issues are addressed: 1) How
organizations can rethink their social strategy to gain competitive
advantage; and 2) How social technologies education should be
incorporated into the curriculum so students are prepared for life
beyond graduation.
Keywords: Social Technologies; Social Technology; Social
Media; Facebook; Twitter; LinkedIn; YouTube; Curriculum;
Education; Social Strategy, Organizations
INTRODUCTION
“When it comes to social tech, playtime is over. The changes
that will come because of these technologies will be far-
reaching, fast, and dramatic. Social tech is not just a few Internet
applications or platforms. It is a broad movement that already
includes hundreds of companies, each of which provides a unique
service.” [10] Klososky [10] categorizes social technology to
include social relevance, social media, and social networking.
Because this paper investigates social platforms and purposes
in which these platforms are used for business support, the term
social technology coined by Scott Klososky is adopted.
Social technology users have expanded from those who
were primarily high school and college aged students to every
generation with the greatest increase in new users in the 55-64
year age group experiencing a growth of 79 percent since 2012.
[4] “Social media is not an option — it is a must!” [11] The
numbers are staggering with over one billion plus active users on
Facebook, 500 million plus users on Twitter with an average of
400 million tweets being sent per day, 38 million total users on
LinkedIn and 1 billion unique monthly visitors on YouTube. [9]
Social technology sites are now translating into unparalleled
profits for businesses savvy enough to use social technologies
for customer service, increased awareness/exposure, gaining
new customers, marketing, and networking and professional
relationships. “Social technologies, theories, best practices and
strategy are still evolving, but there is one principle that remains
constant behind every PR, marketing and advertising campaign:
people persuading people.” [12] Google has joined the social
technologies frenzy as sites like F.
Role of social media networks in penetration of internationalAlexander Decker
This study investigated the role of social media networks in helping small and medium enterprises (SMEs) in Kenya penetrate international markets. It focused on SMEs located at Yaya Centre in Nairobi. The study found that social media networks had a statistically significant positive effect on SMEs' ability to penetrate global markets. Specifically, social media networks explained 62.8% of the variation in SMEs' global market penetration performance. The study concluded that social media networks play an important role in helping Kenyan SMEs internationalize their business and access overseas customers.
This document summarizes a study on social media's perception of PTT Public Company Limited (PTT), Thailand's national energy company. The study found that most social media users have a positive perception of PTT based on good service at gas stations and quality products. However, some find PTT's communications about energy issues to be too technical. The document concludes that PTT should simplify information for the public and make more use of social media to engage in two-way communication.
A study on role of social media marketing in promotion of products and servicesPriyansh Kesarwani
This document summarizes a presentation on a project report about the role of social media marketing in promoting products and services. The presentation includes an introduction to the topic, the significance of studying this topic, a literature review on social media usage and trends, a profile of the company studied, the objectives and methodology of the research project, findings from data interpretation, and conclusions. The research aimed to understand customer perceptions and behavior regarding social media marketing and digital promotion of products and services.
Fed ex / Ketchum Social Media Study Findings ReportMauricio Godoy
Findings and insights from the 2010 FedEx/Ketchum Social Media Benchmarking Study—a comprehensive exploration of how social media impacts today’s communications landscape. This document reflects the input of leaders from over 60 top global organizations across most major industries.
Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online communications, is shaping a new informational ecosystem, where the power of supporters and detractors is multiplied. Democratization brought about by new technologies enables any individual to generate content and create their own communities and audiences.
This context implies important challenges for corporate reputation management, where reputation is understood as a set of collective evaluations that an organization evokes in its stakeholders and that are able to lead to value– generating behaviours. Thus brands may only be successful if they are able to participate in those networks that are interesting for their stakeholders and establish long–term relations, unleashing favourable behaviours. In this scenario, corporate communication is making a U–turn, and companies are likely to face a new challenge – brand journalism, a new way of communication brought about by the influence of the Internet and the proactive attitude assumed by stakeholders.
The present report summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance.
The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. The report identifies relevant content for different audiences and helps to map key reputational risk areas for companies.
The document discusses opportunities for Northwestern Technologies to use social media for marketing and communication. It provides an overview of the current social media landscape in the IT industry, where social media is widely used by companies for customer service, collaboration, and productivity. The document outlines several benefits for Northwestern Technologies, such as improving customer service, establishing themselves as experts in their industry, and improving search engine optimization. It concludes that social media allows for ongoing engagement with customers and failing to adopt an effective social media strategy would miss a major opportunity.
! 1Target Customer for Social Media Trends Social mSilvaGraf83
There are several marketing and branding strategies that a business producing graphic t-shirts could employ to reach its target market of millennials and young people. These include social media marketing to leverage platforms popular with youth, content marketing to educate potential customers, and referral programs to incentivize word-of-mouth recommendations. For branding, an abstract or combination logo could be used that incorporates both graphics and text in an appealing design. While these strategies provide opportunities to reach a large audience, creating engaging content and building brand awareness among fickle youth remains challenging.
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mMoseStaton39
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
Social media marketing refers to gaining website traffic or attention through social media sites. It involves creating content to attract attention and encourage sharing within social networks. This allows corporate messages to spread from user to user in an earned rather than paid manner. While brands understand social media's impact, many still face challenges in generating consistent content, demonstrating ROI, allocating resources, and integrating social interactions into CRM. The benefits of social media marketing include creating brand awareness and establishing trust through online communities. [END SUMMARY]
The document analyzes social media engagement trends based on data from over 160 million messages to 20,000 brand profiles. It finds that while social networks like Facebook and Twitter grew 17-44% over the past year, inbound messages to brands increased much faster at 175%. Industries with the largest message growth include Entertainment (350%), Utilities (201%), and Hospitality (118%). However, average response rates and times for brands declined, taking now over 11 hours on average to respond. Industries leading in response rates include Banking, Utilities, and Automotive, while those fastest to respond are Business Services, Utilities, and Entertainment.
social media marketing tools and it impact on youth Swati Sharma
This document is a project report on the impact of social media marketing on youth perspectives. It includes an introduction, literature review, objectives, limitations, scope of study, and research methodology. The literature review discusses the history and importance of social media marketing. It examines how brands use social media to understand youth habits and create engaging content. The objectives are to understand social media as a marketing tool and its impact on youth. The scope is limited to social media marketing in Delhi and surveys 150 social media users. The research methodology uses a questionnaire to understand the effect of social media on consumer purchasing decisions.
This document is a study on social media marketing and how it creates brand awareness. It discusses how social media can be used as an integrated marketing communications tool. Some key points:
- Social media allows for two-way communication between brands and customers and the sharing of user-generated content.
- Successful social media marketing relies on creating engaging content that encourages sharing and builds trust in the brand.
- Brands can use social media to increase awareness, provide customer support, gain insights, and manage their online reputation.
- The study examines consumers' usage of and attitudes toward social media platforms and marketing, finding that Facebook, Instagram, and YouTube are most popular and effective for brands.
This document summarizes a research article about the impact of digital marketing on consumer behavior in Bangladesh. It begins with an abstract, introduction and literature review on digital marketing and its growth. It then outlines the study's objectives and methodology, which included surveys and interviews. Key findings are that most consumers in Bangladesh spend 2-3 hours per day on social media, especially Facebook. They typically access the internet via WiFi or mobile data. The document concludes that digital marketing provides an effective way for brands to reach consumers in Bangladesh at a lower cost.
Report: Social Media. Catching up with the banks. 2011.Robert Roessler
Banks are behind other industries in their use of social media as a communications tool. While banks acknowledge social media's potential, regulatory concerns and a loss of message control hold them back. A survey found that banks primarily use social media for communications and PR rather than direct customer engagement. Twitter is the dominant social media platform for banks. Retail banks have a more established social media presence than investment banks. Overall banks are making progress developing social media strategies but still struggle with defining goals and metrics for these strategies.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
NLP and Social media marketing slides 1 (history)Saeed Eldeeb
Social media platforms and websites are commonly used for marketing and promoting products or services. While social media marketing provides benefits like increased brand awareness, sales, and customer insights at a low cost, it also presents challenges. Natural language processing is used to analyze user opinions, comments, posts, and messages on social media to understand behaviors and gather data, but social media texts are informal which challenges standard NLP methods. The large amount of continuously generated informal user text on social media also makes understanding behaviors and extracting useful data difficult.
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Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
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Best 20 SEO Techniques To Improve Website Visibility In SERPPixlogix Infotech
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3. About the Authors
AYŞEGÜL TOKER is a professor of Information
Systems at the Department of Management, and the
Dean of the Faculty of Economics and Administrative
Sciences, Boğaziçi University. She has research
interests and various publications in the areas of social
networks and media, mobile marketing, e-business and
e-commerce, customer relationship management, and
customer-knowledge management. You can contact
her by email at tokera@boun.edu.tr
MİNA SERAJ is a Ph.D. candidate of marketing at
Boğaziçi University and has a B.A. degree in Economics
from University of Pennsylvania. Her publications and
research interests include online consumer culture,
social networks, social media marketing, and word-of-
mouth. She also has professional marketing experience
as well as consulting experience in many industries
prior to her studies. You can contact her by email at
mina.seraj@boun.edu.tr.
BURCU BIÇAKÇI ERSOY is a management consultant
with the Istanbul office of Egon Zehnder International.
She leads the Technology and Telecommunication
Practice in Turkey and is an active member of the
practice in the region. You can contact her by
e-mail at burcu.bicakci@ezi.net
4. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
4
With the development of online platforms, social media has emerged as one of the major
communication means where consumers can interact with each other and with companies,
products, or brands. This has helped remove significant communication barriers between
businesses and people, shifting a significant amount of power to consumers. Consumers
today have an effect in steering marketing strategies of companies through their feedbacks
and involvement in product or service co-creation. This C2B influence needs to be understood
by businesses thoroughly in order to better serve customers who express themselves in all
kinds of social media platforms as well as to accomplish targeted business outcomes.
The case of Turkey is particularly interesting as it is a hyper-active market in terms of social
media consumer-adoption. Our extended study on social media trends in Turkey reveals
crucial insights regarding the level of firms and areas of improvement:
• Market is consumer-driven, and social media strategies and applications are led by
major players:
ºº The adoption in Turkey for the companies is mainly driven by consumers, their
expectations, and their online behavior.
ºº There is competition orientation as well, where companies are urged by the
activities of their competitors. Even though positioning by this external push
factor of competition has become the norm, companies try to differentiate
themselves by focusing on their consumers’ needs and expectations rather than
by imitating their competitors.
ºº Market is shaped by major players and well-known brands in terms of social media
adoption, but there is a great potential in long-tail businesses to gain market
share and increase their brand awareness. Platform providers like Google believe
in substantial opportunities for the small and medium businesses through social
media applications.
• There is lack of engaging social media applications:
o They are mostly information exchange and campaign management oriented.
o In such plain platforms, consumers generally end up using their power of
contagious influence for delivering their service related complaints and drive
firms to focus on reputation and complaint management rather than consumer-
engaging social and cultural initiatives.
• The main strategic issue regarding social media marketing is the inefficiencies in terms
of integration and alignment of the main functions, business units or departments for
a common social media strategy:
o Social media is mainly the accountability of marketing professionals and the
“listening to what the customer is saying online” mentality is not internalized
across the organization.
EXECUTIVE SUMMARY
5. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
5
• The unstructured social media data that has great potential to be transformed into
enriched customer insights for strategic management is not tracked or analyzed
properly.
Our results based on the data collected from 145 companies show that there are three
groups of companies incorporating social media to their businesses at different stages:
experimenters, implementers, and strategists:
• Experimenters use some basic digital media tools and their social media applications
facilitate information sharing and campaign management rather than providing
interactive environments for consumers to share or co-create.
• Implementers, on the other hand, use standard Facebook profiles, Twitter or company
pages as social media platforms. Simple interactive applications, mostly interactive
games for promotions or small competitions, are available for entertainment and
brand awareness purposes. Consumers use such firms’ Facebook and Twitter sites to
complain about service failures or reflect their sentiments.
• Strategists are the top performers in their industries or pioneers of e-commerce
businesses in Turkey. They are definitely more advanced compared to other firms
and the social interactions they facilitate are geared towards relationship building
and co-creation through hosting platforms such as discussion boards, blogs, and other
content.
In terms of social media usage, Turkey has been very active on the consumer side with
businesses responding to them at various levels. The areas for which there are rooms
for improvement are found as consumer engagement, integration across organization,
and social media data analysis, which can further enhance consumer experience as well
as business results. As Charlene Li, one of the experts in social media and the author of
Groundswell, mentions: companies have learning potential from such platforms through
dialogues, support provided to customers, and innovation opportunities. Turkish social
media market seems to be effective in generating one-to-many communications, but
can further improve in consumer driven dialogues, customer support service platforms,
and innovation possibilities that motivate co-creation. With such an active consumer
base online, it can be safely posited that any aforementioned efforts in improvement areas
on the business front are expected to pay back immensely.
6. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
6
SOCIAL MEDIA MARKETING TRENDS IN TURKEY
The case of Turkey is particularly interesting as it is a hyper-active market in terms of social media consumer-
adoption. Internet penetration rate in Turkey exceeds forty percent making it the fifth in Europe as to the
total number of online users and the third as to the total number of hours spent on the internet at thirty-two
hours per month1 . Global statistics show that, with more than 30 million members, 2011 Facebook usage in
Turkey ranks the first among all countries including United States of America, Indonesia, and India2. Around
87% percent of Turkish internet users are already members of Facebook3. Therefore, as a growing market
with high social media penetration, the case of Turkish businesses contains a big potential to understand the
growth opportunities for firms in social media. Yet, our findings show that despite the high level of activity
online, the social media evolution is still at a premature stage due to inadequate adoption levels of firms.
This study has been conducted as an extension of our Digital Media Trends in Turkey report4 (published by
Egon Zehnder International – Turkey in April 2012) to shed further light on social media marketing applications
and reveal the major strengths and weaknesses of the businesses in terms of adopting and applying social
media practices.
Methodology
The research commenced with a qualitative approach where 14 companies that are major players in the
Turkish industry were interviewed to lay out insights about social media adoption. Later a survey was
conducted with around 275 companies. Initial responses covered around 100 respondents with only 60%
of them giving feedback related to their social media strategies and applications. The second round of
data collection increased this number to a total of 145 respondents with 103 companies fully answering the
questions on social media which enabled us to draw conclusions about social media practices in Turkey.
Findings
Social media is promising, especially Twitter and online communities...
Social media is definitely a major influencer in strategic management and marketing in Turkey. Among various
channels of communication, it is one of the most preferred methods of interaction with the consumer: 84%
of companies are currently utilizing it as a platform and it has the highest growth potential with 13% of our
respondents mentioning that they have the intention to further adopt it in the future, leading to a total of
97% mass who realize its critical role (Figure 1). Facebook is the most popular means of social media with
the highest rate of present use (Figure 2). Accordingly discussion forums, blogs, adgames, and third part
e-commerce site currently have the least part in social media applications, and except for blogs, they do
not seem to promise a lot for the future. On the other hand, Twitter, YouTube, blogs, online communities,
and brand communities have the highest potential for future social media marketing applications.
1
Internetworldstats 2011 “Internet Usage in Europe,” (http://www.internetworldstats.com/stats4.htm#top)
2
“Social Network Popularity Around the World,” ( http://royal.pingdom.com/2011/10/21/social-network-popularity-around-the-world-in-2011/)
3
“Turkey Facebook Statistics,” (http://www.socialbakers.com/facebook-statistics/turkey)
4
http://www.egonzehnder.com/global/clientservice/executivesearch/publications/publicationlist/share/articleindex/share/publication/id/17500703
7. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
7
11% 13%
42%
1%
28%
8%
4% 7%
5%
9%
3%
2%
10%
6% 13% 7%
84%
79%
55%
97%
62%
87% 84% 86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Face-to-face Call Center Paper Mail Website SMS Email Social Media Events
Currently using Planning to use Not using, no plans to use
4%
10%
26% 28%
42%
28% 24%
17%
39%
11%
54%
14%
43%
9%
32%
21%
32%
29%
32%
28%
18%
15%
5%
13%
14%
24%87%
58%
53%
40%
29%
40%
48%
65%
47%
84%
33%
72%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook
Twitter
Youtube
Blogs
DiscussionForums
OnlineCommunities
OwnBrandCommunity
Mobilemarketing
Companywebsite(withe
commerce)
Companywebsite(withoute
commerce)
Otherecommercesites
Digitalportals
Adgames
Currently using
Planning to use
Not using, no plans to use
Figure 2: Social Media Channels and Future Orientation
Figure 1: Communication Channels and Future Orientation
8. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
8
43%
27%
13%
9%
6% 2%
< 5 %
5 - 10 %
10 - 15 %
15 - 50 %
50 - 100 %
100%
Budgets seem low, but are they really?
When the budget allocations of survey companies are analyzed, 70% state that their digital marketing
budgets are below 10% of their total marketing expenditures (Figure 3). Even though, this is much below the
global average of 27%5 , it should be emphasized that surveys were conducted with the major players that
managed some big brands in their industries. Since such brands have considerable marketing budgets,
a 5-10% digital marketing budget, most of which is spent on social media, is actually quite substantial.
Figure 3: Digital Marketing Budget Allocations
5
Excerpt from „Revealing the impact of online advertising for FMCG brands“, by GFK, October 2011
9. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
9
Strategically oriented: YES, but how about company-wide integration?
In terms of strategic approach, most organizations do follow the latest digital marketing trends (74%) and
their top management supports their digital and social media marketing incentives (69%) (Figure 4). In
terms of integration among departments, with 53% of the respondents agreeing that they are competent in
realizing cross departmental action plans, there seems to be a development area to further increase strategic
effectiveness. This is especially interesting, considering the fact that 90% of the respondents state that they
are highly customer relationship oriented with clear strategies and collaboration of all departments. When
it comes to social media marketing, companies have some way to go for integrating company-wide strategy
and operations, similar to the needs of successful CRM. With the arrival of Social CRM concepts, initiation of
further company-wide integration on social platforms seems imminent but needs thorough consideration to
be successfully implemented.
9% 4%
17%
16% 24%
28%
44%
41%
43%
30% 28%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Our organization understands and
follows the latest trends in digital
marketing and social media
Our top management understands,
owns, and supports our digital
marketing strategies
There is a good level of integration
between the departments in our
company in digital marketing strategy
execution
Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree
Figure 4: Digital and Social Media Strategic Orientation
10. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
10
Engagement, engagement, engagement... The key to social media success
It is not “social” media we are talking about if interaction among participants is missing. Turkish businesses
especially need to focus on this aspect to become more effective as social media strategists rather than
becoming mere implementers. While 68% of our respondents agree that they use social media effectively in
line with their company strategy, this drops to 35-40% for engagement related issues (Figure 5).
Figure 5: Social Media Marketing Engagement Variables
3% 3% 4% 4%
14%
5%
8%
14%
19%
26%
28%
18%
22%
37%
36%
32%
25%
11%
50%
32%
32%
30% 24%
40%
18% 15%
9% 8% 10%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
We use social media
effectively in line
with our company
strategy
There is a high level
of interactivity
among our SM
members
Online relationships /
social ties are
formed through our
SM application
There are major
influencers (mavens)
in our SM network
(independent of our
company)
Social media data is
integrated with other
marketing and CRM
systems of our
company
There is a specific
procedure that we
apply when there is
a complaint by a
consumer on our SM
platform
Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree
11. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
11
C2C interactivity, formation of social ties among consumers, and existence of influencers on social media
platforms seem to lack even in most of the big players. This is evidence that implementers and strategists of
social media in Turkey need to consider consumer engagement further to fully exploit the benefits of online
platforms. Otherwise, social media will stay as another means of traditional one-to-many message delivery
channel rather than providing possibilities for community formation and enculturation that will enhance
consumer loyalty and innovation opportunities. 43% of companies we surveyed mention that they make use
of relationship building properties of social media, 32% say they motivate formation of community culture,
and only 19% inspire identity management - personal information exchange and profile establishment (Figure
6). Social media in its current form serves mostly as an informational exchange channel with a lot of potential
to become much more than what it is today.
19%
32%
43%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Identity management
Specific online community culture
Relationship building and social ties
Topical informational exchange
Figure 6: Social Media Activities Provided to Consumers
12. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
12
9%
18% 21%
11% 9%
21%8%
14%
13%
12%
9%
17%
18%
16%
25%
26% 31%
26%
27%
28%
21%
31% 31%
21%
38%
25%
19% 21% 20%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
We track consumer
feedbacks on major
social media
platforms
Use of analytical
tools or systems to
monitor and extract
knowledge from SM
We classify collected
social media data
into specific
categories aligned
with our strategy
We take internal
action(reorganizing
processes, improving
products or service,
etc.) according to
feedbacks
We take external
action (align
advertising, re-
determine digital
media messages,
etc.) according to
feedbacks
We monitor social
media ROI and
effects of overall
company
performance
Never Rarely Sometimes Usually Always
Figure 7: Data Analysis and Action Plans in Social Media
We are what we measure
Another critical issue that stands out is social media data analysis opportunities for Turkish companies. Even
though, most players are active in social media platforms, they are there to disseminate information and
not as much to collect it. The consumers are expressing themselves everywhere: on company related social
media platforms or elsewhere. The word-of-mouth created by social consumers is immense and has the
greatest power on consumer choices. 55% of respondents in this survey agree that they somehow track
consumers’ voice and 43% use analytical tools to do so. Tracking and data collection are done through
agencies and vendors as 85% of companies prefer outsourcing such services (Figure 7). Taxonomizing such
collected data into categories based on business goals is even less with only 40% of companies doing so. Of
course, without classifications and analytical tools at hand, providing internal and external action plans in
response to customer feedbacks and developing insights stay at moderate levels.
13. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
13
Self-awareness is the greatest virtue for further improvement
26% of the businesses classify themselves as beginners, 47% as intermediate players, 22% as advanced
players, and %5 as experts (Figure8). These self-reported classifications are quite parallel to how companies
can be clustered in terms of engagement, integration, and analytical competence. Therefore, we provide
three stages of social media adoption that businesses are going through: experimenters, implementers, and
strategists.
Experimenters use some basic digital media tools and their social media applications facilitate information
sharing and campaign management rather than providing interactive environments for consumers to co-
create or share. Social media data is not integrated into CRM systems and firms in this group lack processes
to handle any kind of unstructured data provided by social media.
Implementers, on the other hand, use standard Facebook profiles, Twitter or company pages as social media
platforms. Content sharing is mostly done by forwarding information, and is nothing close to co-creation of
content or value. In return, consumers do not actively engage in contributory conversations, which cause
interactions to fade away or end up in futile chatter. Simple interactive applications, mostly simple interactive
games regarding promotions or small competitions, are available for entertainment and brand awareness
Figure 8: Social Media Level Self-Rating by Companies
14. SOCIAL MEDIA MARKETING TRENDS IN TURKEY
14
purposes. Such applications are geared toward increasing brand loyalty, eWOM, and positive experiences with
the company. Social media data is tracked but not thoroughly aligned with company strategies. Therefore,
the unstructured social media data is partially analyzed and not fully utilized. Consumers use such firms’
Facebook and Twitter sites to complain about service failures or just to make simple positive / neutral /
negative comments without much content. However, detailed processes for handling these complaints are
not outlined.
Strategists claim that they are the most effective users of social media in the Turkish market. Usually they are
the top performers in their industries or pioneers of e-commerce businesses in Turkey. They are definitely
more advanced compared to other firms and the social interactions they facilitate contain more relationship
building and co-creation platforms such as discussion boards, blogs, and other content sharing and creating
opportunities among consumers. Social media is a part of strategists’ marketing plans and they have completed
their organizational structures to fit into their digital strategies. Various electronic social platforms, mobile
applications, and CRM processes are processed and assessed together to develop their businesses. Their
processes are generally focused on complaint management and they are quite good at it. Strategists are
well aware that influencers on social media do have power to affect their audiences significantly. However,
there are also development areas for strategists: despite their success in data analysis, strategists struggle
in converting social media data into consumer insights. Even though there are internal and external action
plans in response to feedbacks and activities online, their social media strategy is not integrated into their
corporate strategy. Moreover, their applications are not geared towards building a specific online community
culture and are short-term oriented.
What Lies Ahead?
Social media is flourishing at a fast pace in Turkey. There is a lot that has been accomplished, but there is still
a lot to do. The potential is great for sure. What seems to be beneficial for companies to focus on are:
• Providing engagement opportunities and online support where consumers can get into dialogues with
each other rather than just be exposed to information present on traditional media,
• Integrating social media marketing activities through all functions, business units, and departments in
the company with top management support,
• Using sophisticated tracking and analyzing tools to turn unstructured social media data into customer
insights,
• Co-creating together with consumers through engagement, integration, and analysis.
In short, it is up to the businesses to create a truly “social” media. Luckily, an active consumer base is ready
to act on the initiatives provided by the businesses and experiment with them on the way to progress. We
seem to be standing at just the beginning of what technology has to offer us, this time involving businesses,
consumers, third parties, academia, and governments. The boundaries have vanished and the rest is up to
us all.