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2022’nin en çok konuşulan 100 markası INBUSINESS haziran sayısında… INBUSINESS Dergisi ve 18.45 İletişim Ajansı bir ilki gerçekleştirerek hazırladığı Dijital İtibar Raporu (DİR100) ile şirketlerin dijital karnelerini ortaya koydu. 20 farklı sektörden, 100 markanın mercek altına alındığı araştırmaya göre 2022 yılında dijital platformlarda en çok eğlence sektörü konuşuldu. Eğlence/iletişim markalarının ağırlık kazandığı listede ilk 10’un şampiyonu Netflix olurken, Türk Telekom ikinci sırada geldi. Üçüncülüğe ise Türkiye’nin global markası THY yerleşti. Giriş Tarihi : 05 Haziran 2023 , 13:05 Güncelleme Tarihi : 05 Haziran 2023 , 13:05
Aylık ekonomi ve iş dünyası dergisi INBUSINESS, Haziran sayısında çarpıcı bir araştırmaya imza attı. INBUSINESS Dergisi ve 18.45 İletişim Ajansı bir ilki gerçekleştirerek Türkiye'nin en kapsamlı Dijital İtibar Raporu'nu (DİR100) haziran sayısının kapağına taşıdı. Dijital itibarı en yüksek markaların belirlendiği ve Türkiye'de ilk kez gerçekleştirilen çalışmada 20 farklı sektörden, 100 markanın itibar haritası çıkartıldı. Tüketici şirketleri (B2C) baz alınarak yapılan çalışmada, 01 Ocak-31 Aralık 2022 tarihleri arasında Türkiye'de dijital platformlarda en çok gündeme gelen markalar belirlendi. Bu kapsamda, 13 milyon 196 bin 542 sosyal medya paylaşımı ve 3 milyon 353 bin 114 web (haber siteleri/forum/sözlük) içeriğinin analizi yapıldı. 16.5 milyondan fazla verinin pozitif, negatif ve nötr içeriğin analizi sonucunda skor belirlendi ve dijital itibarı en yüksek markalar ortaya çıktı.
2022 yılını kapsayan Dijital İtibar Raporu'nda online mecraları tek tek analiz eden INBUSINESS Dergisi ve 18.45 İletişim Ajansı, paylaşılan içeriklerin kullanıcılar arasında ne kadar popüler olduğunu ortaya koydu. Raporda, toplam erişimin yanı sıra markalara internet kullanıcıları tarafından yapılan olumlu – olumsuz yorumlar da ek olarak 100 üzerinden skorlandı.
DİR100 araştırmasına göre Türkiye'de 2022 yılında dijital medyada en çok konuşulan sektör 2.798.555 toplam sonuç sayısıyla eğlence sektörü (dijital yayın platformları) oldu. Onu 2.314.342 toplam sonuç sayısıyla telekomünikasyon sektörü izledi. Otomotiv sektörü ise 2.103.578 toplam sonuç sayısıyla üçüncü sırada yer aldı. Bu sektörleri e- ticaret, zincir marketler ve gıda takip etti.
Sektörel ortalamalara göre oluşturulan skorlara bakıldığında ise telekomünikasyon sektörü 80,04 skor ile zirveye oturdu. İçerik detayları incelendiğinde en yüksek pozitif içerik ortalamasına sahip şirketler sigortacılık ve lastik sektöründeki markalar olarak tespit edilirken, negatif içerikte ise en yüksek ortalama karayolu taşımacılığı alanında elde edildi.
İPİ HANGİ MARKALAR GÖĞÜSLEDİ?
Tüketici markalarının ağırlıkta olduğu 20 sektörü markaja alarak hazırlanan listede, Türkiye'nin en çok konuşulan 100 markası da belirlendi. Milyonlarca paylaşım ve içerik üzerinden elde edilen verilere göre eğlence/iletişim markalarının ağırlık kazandığı ilk 10'un şampiyonu Netflix, ikinci ise Türk Telekom oldu. Biri global, diğeri yerli iki şirketin ardından üçüncülüğe yerleşen ise Türkiye'nin global markası THY.
Netflix toplam 1 milyon 990 bin 994 toplam sonuç sayısı ile dijital platformlarda en çok paylaşım sayısına sahip marka iken, onu 901 bin 247 toplam sonuç ile Türk Telekom takip ediyor. Türk Hava Yolları ise 852 bin 149 toplam sonuç ile üçüncü sırada yer alıyor. Hemen arkasından gelen Vodafone 809 bin 498 sonuç ve Yemeksepeti de 666 bin 879 toplam sonuç sayısı ile dijitalin en etkili markaları olarak öne çıkıyor.
Sektörlere göre bakılacak olursa; akaryakıt sektöründe Petrol Ofisi, boya sektöründe DYO, dayanıklı tüketim ürünlerinde Vestel, dijital yayın platformlarında Netflix, enerji sektöründe Enerjisa, e-ticaret sektöründe Yemeksepeti, gıda sektöründe Ülker, giyim sektöründe Vakko, kozmetik ve kişisel bakımda Gratis, lastik sektöründe Petlas, lojistik ve taşımacılıkta Aras Kargo, mobilya zincirlerinde Yataş, otomotiv sektöründe Mercedes, sigortacılıkta Türkiye Sigorta, teknoloji alanında Apple, havayolu taşımacılığında THY, içecek sektöründe Nescafe, karayolu taşımacılığında Metro Turizm telekomünikasyonda Türk Telekom ve zincir marketler sektöründe BİM dijitalde en çok konuşulan markalar oldu.
"BİR EKSİKLİĞİ GİDERMEYİ HEDEFLEDİK"
INBUSINESS Dergisi Genel Yayın Yönetmeni Hülya Güler, "Tüm dijital platformlarda kümülatif olarak markaların dijital itibarlarının kıyaslandığı kapsamlı bir araştırma bulunmuyor. O nedenle Türkiye'nin önde gelen online itibar yönetim ajansı 18.45 İletişim Ajansı'nın uluslararası örneklerden yola çıkarak geliştirdiği metodoloji ile DİR100'ü hazırlamak için aylar süren titiz bir çalışma yürüttük. Amacımız, dijital dönüşümün kaçınılmaz olduğu bu ortamda markaların performanslarını kıyaslayacakları DİR100 raporu ile bu alandaki eksikliği gidermekti. Araştırmamız ile bunu başardığımıza inanıyorum" dedi.
18.45 İletişim Ajansı Genel Müdürü Rasim Gürgen ise çalışmalarını dijital mecraların tamamı ile yürüttüklerini belirterek, "Twitter, Facebook, Instagram, YouTube, LinkedIn, haber siteleri, forumlar, bloglar, sözlükler ve benzeri tüm web platformlarında 2022 yılı boyunca şirketler hakkında yapılan konuşmaları analiz ettik. Söz konusu analizde kullandığımız 16.5 milyondan fazla veriyi, 121 ülkede binlerce marka, ajans ve kurum tarafından tercih edilen Meltwater'ın geliştirdiği program aracılığıyla elde ettik" dedi.
Araştırmanın detaylarına INBUSINESS Dergisi haziran sayısından ve www.inbusiness.com.tr adresinden ulaşabilirsiniz.