A Research on Effectiveness Of Social Media Practices Of Hospitals’ Public Relations Departments in Turkey

The research,  we conducted in October 2013 consists of two steps. In the first phase of the research a survey of 46 questions applied on randomly chosen 594 patients at 184 different hospitals from five big cities of Turkey, which are Istanbul, Ankara, Sakarya, Bursa and Izmit. Secondly, structured face to face interviews have been done with public relations specialists of these hospitals.

Descriptive statistics about the data are as follows:

About Demography: 83% of the participants are between 17 to 50 years old. Representation of woman and man are almost the same. 70% of the participants are high school or university graduates. 81% of the participants got treated at a hospital over the past three months.

About PR Department Awareness: 75% of the participants think that public relations department is needed in the hospitals. Almost 50% of the participants are aware of public relations departments in the hospitals and their occupations. 78% of the participants uttered that if they had known the responsibilities of public relations department they would have benefited from it. Only 18% of the participants utilize PR department whenever they come to the hospital. This means that they need and aware of PR Department but rarely benefit from it.

About hospital’s reputation and service quality: 55% of the participants have asserted that the reason why they get treated from that hospital is because of the hospitals’ the high reputation in the perception of the society in general.72% of the participants have said that the reason why they get service from that hospital is because the knowledge level of its doctors. 65% of the participants have asserted that the reason why they get service from that hospital is because of the extreme attention that the hospital health personnel pay to them. Only 34% of the participants have stated that the reason why they get service from the other hospitals of the same hospital group that they get service from is the extreme attention that the hospital health staff pay to them. 89% of the participants would prefer if they were asked about the quality of the service they got from the hospital. 49% of the participants have stated that the reason why they come to the specific hospital is because the hospital fulfills its social responsibilities.74% of the participants have uttered that the reason why they get treated from that hospital is because its quality services. The conspicuous reasons why participants chose the hospitals they were in as follows: hospital is near my home or work by 33%, a friend suggested me by

27%, hospital has a good image by 25%. 69% of the participants are happy with the service they get from hospitals in return of the money they pay. 71% of the participants want to come back to the same hospital to be treated again. 69% of the participants have stated that they recommend the hospital they get service to their friends. 39% of the participants said that they have no complaints about the hospitals they were treated while 17% complained about crowd. 71% of the participants want to come back to the same hospital to be treated again.

About social media: 41% of the participants are aware that the hospitals they visited are on the social media. 64% of the participants follow the social media. Only 29% of the participants follow the developments through social media about the hospitals they get service from.47% of the participants benefit from the hospital related information through its web site.47% of the participants benefit the hospitals’ web sites as to get information about the doctors.55% of the participants get information from hospitals’ web sites about the services they provide.Only 30% of the participants utilize the appointment systems in the web sites.69% of the participants reach the contact information of the hospitals from their web sites.38% of the participants gain information about various illnesses from hospitals’ web sites. 54% of the participants prefer to receive all electronic services through smart phones. 57% of the participants prefer to see on the internet the video version of doctors’ aspects and other sort of information that are published over the internet.

About the information patients get from hospital: 65% of the participants find someone to be informed at the hospitals. Only 30% of the participants stated that even if they would not come to the hospital they are constantly contacted by the hospital. Only 31% of the participants are constantly kept posted about any kind of organizations or developments related the hospitals through communication tools. 93% of the participants prefer someone to welcome them when they come to the hospital to guide them to where they are heading to.Only 20% of the participants trust the information about illnesses they gain via internet. Only 4% of the participants attend weekly illness briefs organized by the hospitals. 21% of the participants asserted that they prefer general illnesses related information to be shared on hospitals’ websites while 12% of the participants prefer eye and another 12% prefer cold related illnesses. 39% of the participants have uttered that having left the hospitals their opinions were asked about the services they got from the hospitals.

  • Factor1: Benefiting from web site of hospital

There is a high significant (p=0,000) positive correlation (r=0,325) between “Benefiting from web site of the hospital” and “Quality and reputation perception of hospital”, which indicates that more benefiting from web site ofthe hospital, higher the quality and reputation perception of hospital.

There is a high significant (p=0,000) positive correlation (r=0,272) between “Benefiting from web site of the hospital” and “Level of general satisfaction from hospital”, which indicates that the more benefiting from web site of the hospital, the higher the level of general satisfaction from hospital.

There is a high significant (p=0,000) positive correlation (r=0,292) between “Benefiting from web site of the hospital” and “Contacting with patients constantly with intention of CRM”, which indicates that the more benefiting from web site of the hospital, the higher the perception of contacted with patients constantly with intention of CRM.

There is a high significant (p=0,000) negative correlation (r=-0,268) between “Age” and “I utilize information on this hospital’s web site”, which indicates that the younger the patients, the higher the number of the people, who utilize information on this hospital’s web site.

There is a significant difference between the various answers given to the question of “Being aware of existence of PR department in the hospital” in terms of “Benefiting from the web site of the hospital”. Those, who are aware of existence of PR department in the hospitals, are closer to definitely agree (343,93), while those, who are not aware of existence of PR department in the hospitals are closer to definitely disagree (234,68) in terms of utilization of hospital’s web site (p= 0,000).

There is a significant difference between the various answers given to the question of “Being aware of hospital’s existence in social media” in terms of “Benefiting from the web site of the hospital”. Those, who are aware of hospital’s existence in social media, are closer to definitely agree (395,29), while those, who are not aware of hospital’s existence in social media, are closer to definitely disagree (224,50) in terms of utilization of hospital’s web site (p= 0,000).

There is a significant difference between the various answers given to the questions of “Occupation” in terms of “Benefiting from the web site of the hospital”. Answers given by those, who belong to the group of civil servant, are the closest to definitely agree (330,54), while answers given by those, who belong to the group of unemployed, are the closest to definitely disagree (268,08) in terms of utilizing web site of the hospital (p= 0,025).

  • Factor 2: Quality and reputation perception of hospital:

There is a high significant (p=0,002) positive correlation (r=0,128) between “Education” and “Quality and reputation perception of the hospital”, which indicates that the more educated the patients, the higher their quality and reputation perception of the hospitals.

There is a high significant (p=0,000) positive correlation (r=0,504) between “Quality and reputation perception of hospital” and “Level of general satisfaction from hospital”, which indicates that when level of general satisfaction from hospital increases, so quality and reputation perception of hospital does.

There is a high significant (p=0,000) positive correlation (r=0,352) between “Quality and reputation perception of hospital” and “Contacting with patients constantly with intention of CRM”, which indicates that the more efforts for contacting with patients constantly with intention of CRM are felt, the higher the quality and reputation perception of hospital.

There is a high significant (p=0,000) positive correlation (r=0,224) between “Quality and reputation perception of hospital” and “Providing regular health communication between patients and the hospital”, which shows that the more providing regular health communication between patients and the hospital, the higher the quality and reputation perception of hospital.

There is a significant (p=0,038) positive correlation (r=0,085) between “Quality and reputation perception of hospital” and “Patients’ expectation of face to face service”, which shows that the more patients’ expectation of face to face service is met, the higher the quality and reputation perception of hospital.

There is a significant difference between the various answers given to the question of “Being aware of PR department’s responsibilities in the hospital” in terms of “Quality and reputation perception of hospital”. Those, who are aware of PR department’s responsibilities, are closer to definitely agree (317,02), while those, who are not aware of PR department’s responsibilities in the hospital are closer to definitely disagree (265,98) in terms of perception of quality and reputation about the hospital (p= 0,000).

There is a significant difference between the various answers given to the question of “Utilizing from PR department whenever come to the hospital” in terms of “Perception of quality and reputation of the hospital”. Those, who are utilizing from PR department whenever come to the hospital, are closer to definitely agree (317,13), while those, who are not utilizing from PR department whenever come to the hospital, are closer to definitely disagree (283,30) in terms of perception of quality and reputation of the hospital (p= 0,043).

There is a significant difference between the various answers given to the question of “Being aware of hospital’s existence in social media” in terms of “Perception of quality and reputation about hospital”. Those, who are aware of hospital’s existence in social media, are closer to definitely agree (350,02), while those, who are not aware of hospital’s existence in social media, are closer to definitely disagree (255,94) in terms of perception of quality and reputation about hospital (p= 0,000).

There is a significant difference between the various answers given to the question of “Following the hospital on social media” in terms of “Perception of quality and reputation of hospital”. Those, who are followingthe hospital on social media, are closer to definitely agree (304,72), while those, who are not following the hospital on social media, are closer to definitely disagree (272,54) in terms of perception of quality and reputation of hospital (p= 0,017).

  • Factor 3: Level of general satisfaction from hospital:

There is a significant (p=0,015) positive correlation (r=0,100) between “Importance of PR department at hospital” and “Level of general satisfaction from hospital”, which indicates that the more importance of PR department at hospital is realized, the higher the level of general satisfaction from hospital.

There is a significant (p=0,012) positive correlation (r=0,103) between “Patients’ expectation of face to face service” and “Level of general satisfaction from hospital”, which indicates that the more patients’ expectation of face to face service is provided, the higher the level of general satisfaction from hospital.

There is a significant difference between the various answers given to the question of “Being aware of existence of PR department in the hospital” in terms of “Level of general satisfaction from hospital”. Those, who are aware of existence of PR department in the hospital, are closer to definitely agree (317,85), while those, who are not aware of existence of PR department in the hospital are closer to definitely disagree (267,40) in terms of general satisfaction level (p= 0,000).

There is a significant difference between the various answers given to the questionof “Being aware of hospital’s existence in social media” in terms of “Level of general satisfaction from hospital”. Those, who are aware of hospital’s existence in social media, are closer to definitely agree (338,40), while those, who are not aware of hospital’s existence in social media, are closer to definitely disagree (263,29) in terms of level of general satisfaction from hospital (p= 0,000).

There is a significant difference between the various answers given to the question of “After my previous visit my opinion was asked about the services I experienced at the hospital” in terms of “Level of general satisfaction from hospital”. Answers given by those, who belong to the group of yes, are the closest to definitely agree (359,29), while answers given by those, who belong to the group of it is my first time at this hospital, are the closest to definitely disagree (244,59) in terms of general satisfaction level of the hospital (p= 0,000).

There is a significant difference between the various answers given to the questions of “The reason of being treated at this hospital today” and “General satisfaction level of the hospital”. Answers given by those, who belong to the group of has a good image, are the closest to definitely agree (361,84), while answers given by those, who belong to the group of close to my home/work, are the closest to definitely disagree (238,68) in terms of general satisfaction level of the hospital (p= 0,000).

  • Factor 4: Contacting with patients constantly with intention of CRM:

There is a high significant (p=0,002) positive correlation (r=0,127) between “Education Level” and “Contacting with patients constantly with intention of CRM”, which indicates that more educated the patients, higher the number of the people who want to be contacted constantly by the hospital with intention of CRM.

There is a significant difference between the various answers given to the question of “Being aware of existence of PR department in the hospital” in terms of “Maintaining constant communication with patients through intention of CRM”. Those, who are aware of existence of PR department in the hospital, are closer to definitely agree (327,19), while those, who are not aware of existence of PR department in the hospital are closer to definitely disagree (256,49) in terms of maintaining constant communication with patients through intention of CRM (p= 0,000).

There is a significant difference between the various answers given to the question of “Being aware of hospital’s existence in social media” in terms of “Maintaining constant communication with patients through intention of CRM”. Those, who are aware of hospital’s existence in social media, are closer to definitely agree (346,07), while those, who are not aware of hospital’s existence in social media, are closer to definitely disagree (258,68) in terms of maintaining constant communication with patients through intention of CRM (p= 0,000).

  • Factor 5: Providing regular health communication between patients and the hospital:

There is a high significant (p=0,001) positive correlation (r=0,139) between “Education Level” and “Providing regular health communication between patients and the hospital”, which indicates that the more educated the patients, the higher the number of the people, who want regular health communication to be provided between patients and the hospital.

There is a high significant (p=0,000) positive correlation (r=0,163) between “Providing regular health communication between patients and the hospital” and “Importance of PR department at hospital”, which shows that more providing regular health communication between patients and the hospital, higher importance of PR department at hospital is felt.

There is a significant difference between the various answers given to the question of “Being aware of hospital’s existence in social media” in terms of “Providing constant health communication between patients and the hospital”. Those, who are aware of hospital’s existence in social media, are closer to definitely agree (338,77), while those, who are not aware of hospital’s existence in social media, are closer to definitely disagree (263,76) in terms of establishing constant health communication between patients and the hospital (p= 0,000).

There is a significant difference between the various answers given to the question of “Occupation” in terms of“Providing constant health communication between patients and the hospital”. Answers given by those, who belong to the group of self-employed, are the closest to definitely agree (332,30), while answers given by those, who belong to the group of unemployed, are the closest to definitely disagree in terms of establishing regular health communication between patients and the hospital (257,88) (p= 0,001).

  • Findings of Interviews with Hospitals’ PR officers:

Generally speaking most of the PR officers at the hospitals were reluctant to answer the questions. Most of the hospitals (18) participated in the research employ 2 people at PR departments. The highest number is 6 people at 2 hospitals.40 officers out of 51 think that they have enough people to work with them at the PR departments.

44 officers out of 51 stated that they take social media seriously.27 officers out of 51 said that they utilize social media for general publicity activities, while 15 of them use it to introduce doctors to the customers.38 officers out of 51 stated that they have an employee responsible from social media only. 33 officers out of 51 said that the most popular media is social media in contacting the patients.

36 officers out of 51 stated that they manage corporate identity activities of the hospitals themselves. 48 officers out of 51 said that they have regular meetings with the hospital managers. 34 officers out of 51 said that they regularly measure brand reputation.

23 officers out of 51 declared that they renew publicity materials on monthly bases. 19 officers out of 51 stated that they do not have any PR budget, while 18 officers said that they have a yearly budget and 10 of them have quarterly budgets.30 officers out of 51 said that the most popular activity that they utilize is events.

32 officers out of 51 said that they measure effectiveness of the activities they realize through surveys, while 10 of them said that they do not measure at all.

  1. Discussion &Conclusion

Comparing the results of the research done in this field with our research, which were explained in the section of literature review, there are some important findings. For example;

  • Hospitals that have PR departments have gone up from 52% to 63%.
  • Patients’ complaints on not being paid enough attention by hospitals’ employees went down from 52% to 35%.
  • Quality perception of hospital by the patients, who get service from the hospitals increased from %55 to %74 between over the three years.

These are improvements we have detected in services of hospitals. According to the general findings of our research is that 71% of the participants want to come back to the same hospital to be treated again. But in contrary 61% of the patients have certain complaints from the hospitals they get treated.

75% of the participants of the research feel that PR department is needed at the hospitals, but almost one third of those people do not realize that hospitals, where they get service from, have PR departments. Besides, almost 25% of the people do not know the responsibilities of PR departments, while only 18% of them contact PR department whenever they come to the hospitals. Therefore PR departments need to be more noticeably active in contacting and acknowledging their patients and/or their target audiences in order to be both more visible and helpful for them. As 65% of the patients prefer to find someone to be informed at the hospitals when they come in, this contact point can be turned into an opportunity to close the awareness gap for PR services.

Hospitals’ effort of fulfilling social responsibilities is an important indicatorto be chosen by almost the half of the patients to get treated at the specific hospital. So, hospitals also pay attention to increase social responsibility activities to create loyal customers.

Besides, 89% of the patients preferred to be asked about the quality of the service they get from the hospitals. In the efforts of fulfilling that need, social media tools would provide hospitals effective opportunities.

Only 30% of the patients are constantly contacted by the hospitals. Social media as publicity tool and communication source in contacting target audiences has unutilized opportunities as 69% of the participants get informed trough hospitals’ web sites, which indicates that most of the patients are technology friendly. But, only 29% of the all patients follow the developments regarding hospitals through social media. As 64 % of the patients follow the social media, there is a large gap to be filled in order to reach and listen to them in realizing quality services. So, social media can be used more by hospitals to increase awareness of PR activities.

So, whichever hospitals become the earliest to increase social media activities in contacting target audience, they will take the advantage of them and make difference in competition with their rivals. Social media environments seem to have many undiscovered ways of maximizing interactive communication between hospitals and their target audiences. Hence, they have potentials to be critical success factors for health sector.

Marmara Bölgesi tüketicilerinin “Marka”, “İtibar” ve “İmaj” algısı üzerine bir araştırma

Please scroll down for the research’s English version.

Daha önce yayınlamış olduğum Mart 2015’te gerçekleştirilen ilk araştırmadan sonra Ekim 2015’te Marmara Bölgesi’nde yaşayan 1.208 kişiye yönelik (katılımcıların %95’i 17-54 yaş aralığında ve %44’ü bayan, %56’sı bay olan) ikinci araştırmamın sonuçlarına göre;

Tüketici itibar deyince ne anlıyor?

  • İtibar deyince katılımcıların %56’sının aklına saygınlık, %21’inin ise, güven gelmektedir.

Tüketici imaj deyince ne anlıyor?

  • İmaj deyince katılımcıların %45’inin aklına görünüş, %22’sinin ise, farklılık gelmektedir.

Tüketici marka deyince ne anlıyor?

  • Marka deyince katılımcıların %64’ünün aklına kalite, %18’sinin ise, prestij gelmektedir.

Tüketici için imaj ve itibar önemli mi?

  • Katılımcıların %83’ü mal veya hizmet satın aldıkları markanın imaj ve itibarına dikkat ettiklerini belirtmişlerdir.

Tüketici için marka değerinin imaj ve itibar ile ilişkisi var mı?

  • Katılımcıların %87’si için kurumun imaj ve itibarı onun marka değerini artırmaktadır.

Tüketiciler için kurumsal kimlik önemli mi?

  • Katılımcıların %64’ü kurumsal kimliğin logo, yazı gibi görsel unsurlarının kendileri için önemli olduğunu belirtmişlerdir.

Tüketici algısında itibar nasıl oluşuyor?

  • Katılımcıların %50’si bir kişi veya kuruluşun itibarı için en önemli göstergenin kendi deneyimleri, %29’u sosyal sorumluluklarını yerine getirmesi, %11’i ise, onun hakkında bazında çıkan haberler olduğunu belirtmişlerdir.

İtibarın fiyata göre önemi:

  • Katılımcıların %54’ü bir ürün veya hizmetin itibarının yüksekliğinin, onun fiyatının ucuz olmasından çok daha önemli olduğunu belirtmişlerdir.

Ürün veya hizmetten memnun kalma:

  • Katılımcıların %89’u bir ürün veya hizmetten memnun kalmalarının onu üreten markaya olan güvenlerini artırdığını belirtmişlerdir.

Sosyal sorumluluk projeleri:

  • Katılımcıların %78’i sosyal sorumluluk projelerinin kurumların saygınlıklarını artırdığını belirtmişlerdir.

Satış sonrası hizmetler:

  • Katılımcıların %84’ü satış sonrası hizmetlerin kurumların saygınlıklarını artırdığını belirtmişlerdir.

Kanun ve etik değerlere uyma:

  • Katılımcıların %82’si satın alım yaparken kanunlara ve etik değerlere en çok uyan markaların ürünlerini tercih ettiklerini belirtmişlerdir.

Tüketicinin fikrini sorma (Katılımcı yönetim):

  • Katılımcıların %82’si ürettiği ürün veya hizmet hakkında kendisinin fikrini soran firmaların kendilerinde olumlu bir imaj oluşturduğunu belirtmişlerdir.

İtibarlı olabilmek için geçmesi gereken süre:

  • Katılımcıların %60’ı icraatları ile sürekli olumlu imajlar yaratan bir markaya itibarlı diyebilmeleri için geçmesi gereken sürenin en az 3 yıl olduğunu belirtmişlerdir.

Medya haberlerinin tüketici üzerinde algı oluşturma gücü:

  • Katılımcıların %61’i kişi veya kurumlar hakkında basında yer alan haberlerin ilgili kişi veya kurum hakkındaki görüşlerini etkilediğini belirtmişlerdir.

Sosyal medyadaki konuşmaların ve yorumların tüketici üzerinde algı oluşturma gücü:

  • Katılımcıların %54’ü kişi veya kurumlar hakkında sosyal medyada yer alan konuşmaların ve yorumların ilgili kişi veya kurum hakkındaki görüşlerini etkilediğini belirtmişlerdir.

Kurum veya kişilerin kamuoyu ile sürekli bilgi paylaşımının etkisi:

  • Katılımcıların %72’si kişi veya kurumların kendi hakkında sürekli olarak bilgi paylaşımı yapmalarının onlara olan güvenlerini artırdığını belirtmişlerdir.

Kurumların web sayfasından faydalı bilgiler paylaşımı:

  • Katılımcıların %83’ü web sayfasında bu tür paylaşımların kendi üzerlerinde olumlu imaj yarattığını belirtmişlerdir.

Markaların iletişim çalışmaları aracılığı ile yaratmaya çalıştıkları duygusal bağlılığın tüketiciler için önemi:

  • Katılımcıların %41’i satın alımlarında markaya olan duygusal bağlılıklarının çok önemli olduğunu belirtmişlerdir.

Kurumların kaliteli mal veya hizmet üretmesi:

  • Katılımcıların %90’ı kaliteli mal veya hizmetin onu üreten markaya güvenlerini artıracağını belirtmişlerdir.

Kurumların yenilikçi mal veya hizmet üretmesi:

  • Katılımcıların %84’ü yenilikçi mal veya hizmetin onu üreten markanın saygınlığını artıracağını belirtmişlerdir.

 İlk araştırma ve bu araştırmaya yönelik daha detaylı sonuçlar için; cengiz.erdal@gmail.com

 

About Demography: 95% of the participants are between 17 to 54 years old. Representation of woman is 44% and 56% for man. 86% of the participants are high school or university graduates.

About Image, reputation and brand: Almost 56% of the participants have said, “Respectability” and 21% of the participants have said “Trust” comes to their mind when “Reputation” is said. Almost 45% of the participants have said, “Appearance” and almost 22% of the participants have said “Difference” comes to their mind when “Image” is said. 64% of the participants have said “Quality” and almost 18% of the participants have said “Prestige” comes to mind when “Brand” is said. 83% of the participants have asserted that they pay attention to the image and the reputation of the corporation before they purchase its goods/services. 87% of the participants have stated that they do believe that someone’s or a corporation’s image and reputation increase its brand value. 64% of the participants have said that a corporation’s visual elements like logo, font style and colors are important for them. 50% of the participants have said that the most important determinant of reputation of someone or a corporation for them is their own experiences, secondly fulfilling social responsibilities by 29% and then thirdly news published on the media by 11%. 35% of the participants have said that they would not pay more for a brand buying a product or a service, 12% of them have stated that they would pay up to 40% more. 54% of the participants have alleged that a reputable product or a service is more important than cheap price. 89% of the participants have stated that when a product or a service satisfies them, it increases trust toward the brand that produces it. 66% of the participants purported that being sponsor to various activities and 78% of the participants have stated that actualizing projects of social responsibilities increase corporations’ respectabilities. 84% of the participants have denoted that success of after sale services increase trust toward the corporation. 89% of the participants have stated that expert staff of a corporation increases trust. 82% of the participants have claimed that purchasing a product or a service they prefer the brands, which respect the laws and pay attention to ethical principles. 58% of the participants have said that they prefer a brand, which puts into practice social responsibility projects while buying a service or a product. 41% of the participants have said that they prefer a brand, which sponsors to certain activities while buying a service or a product. 82% of the participants have stated that a corporation asking about their opinion on the products and services that it produces increases its image positively. 60% of the participants have claimed that the time span, which needs to be passed before they call a corporation or a brand, which constantly builds positive images through its operations, as reputable is more than 3 years in average.

About communicating with individuals and corporations: 61% of the participants have asserted that news, which are published on the media, affect their thoughts about the individuals and the corporations. 54% of the participants have stated that comments and comments over the social media affect their opinion about the individuals and the corporations. 81% of the participants have alleged that easily communicating with individuals and corporations increases trust. 55% of the participants have said that sharing information of a corporation or a person about itself/himself/herself constantly over the social media increases trust. 72% of the participants have stated that sharing information of a corporation about itself constantly with the public increases trust.

83% of the participants have claimed that getting useful information from and corporation’s website creates a positive image about the corporation.

About trust, feelings and attitudes of individuals: 36 % of the participants have said that it is hard for them to lose confidence in someone or in a corporation once they trust them. 41% of the participants stated that emotional closeness to a brand is so important for them while they buy a product or a service.

45% of the participants have claimed that emotional developments about a person or a corporation affect their opinion. 60% of the attendants have pointed out that they believe the ads of the corporation they trust more than the others. On the other hand 63% of the participants have also said that they trust ads about a corporation more than the news about it. 76% of the participants have pointed out that they always prefer to buy the products or the services of the brand that they trust.

About the corporation: 79% of the participants have stated that a corporation, which follows technology in producing its products and services, affects their opinion positively. 90% of the participants have argued that producing quality goods and services of a corporation increase trust. 84% of the participants stated that producing innovative products and services increase the corporation’s respectability. 60% of the participants have denoted that financial success of a corporation increases trust. 81% of the participants have denoted that having a decent working environment increases the corporation’s respectability. 85% of the participants stated that managing the corporation seamlessly raises trust. 91% of the participants have said that they pay attention to being trustable and respectable of the corporation where they wish to work. 86% of the participants have claimed that they recommend the corporation they trust to their friends. 68% of the participants have said that their close friends’ recommendations affect their decision buying a service or a product. Only 26% of the attendants have stated that producing defective product and services of the corporation, which they trust, for a few times would not stop them from buying that corporation’s products and services. Only 10% of the participants have agreed that when the person or the corporation tells lie for a few times, it would not impair trust towards the corporation or the person.

For more information about the research please contact me.      cengiz.erdal@gmail.com

Tüketici Algısı Açısından Kurumsal İtibarın Önemi / The Importance of Corporate Reputation in Temrs of Consumers

Please scroll down for the research’s English version.

Araştırma iki aşamadan oluşmaktadır. İlk aşamada, Marmara Bölgesi’nin büyük şehirlerinde yaşayan 1844 tüketiciye 42 soruluk bir anket uygulanmıştır. İkinci olarak, yapılandırılmış yüz yüze görüşme yöntemi ile 24 ayrı kurumun halkla ilişkiler sorumlusu ile röportaj gerçekleştirilmiştir.

Marmara Bölgesi’nde yaşayan 17-54 yaş aralığındaki 1.844 kişi üzerinde Mart 2015’te yaptırttığım ilk araştırmanın sonuçlarına göre;

  • Katılımcıların %64’ü sürekli olarak iyi imajlar yaratan bir markaya itibarlı diyebilmeleri için geçmesi gereken sürenin en az 3 yıl olması gerektiğini belirtmektedirler.
  • İtibar deyince akla ilk önce “saygınlık” daha sonra ise, “güven” gelmektedir.
  • İmaj deyince ise akla ilk gelenler sırasıyla, “görünüş”, “farklılık” ve “algı oluşturma” gelmektedir.
  • Marka deyince akla ilk önce “kalite” daha sonra ise, “prestij” gelmektedir.
  • Katılımcıların %84’ü mal veya hizmet satın aldıkları markanın imaj ve itibarına dikkat ettiklerini belirtmişlerdir.
  • Katılımcıların %87’si bir markanın veya bir bireyin imaj ve itibarı onun marka değerini artırmaktadır.
  • Katılımcıların %66’sı kurumların logo, yazı ve renk gibi kurumsal kimliğe ilişkin görsel unsurlarının kendileri için önemli olduğunu belirtmişlerdir.
  • Katılımcılar, kendileri için bir kurum veya kişi hakkındaki itibarın en önemli belirleyicilerinin sırasıyla
  1. kendi deneyimleri,
  2. kurumsal sosyal sorumlulukları yerine getirme
  3. medyada çıkan haberler olduğunu belirtmektedirler.
  • Katılımcıların %20’si bir ürün veya hizmet satın alırken markası için fiyatının %40’ına kadar daha fazla ödeme yapabileceklerini belirtirken, katılımcıların %26’sı marka olan için hiç fazla ödeme yapmayacaklarını belirtmektedirler.
  • Katılımcıların %67’si ürün ve hizmetin itibarlı olmasını ucuz olmasından daha önemli bulmaktadırlar.
  • Katılımcıların %90’ı ürün veya hizmetten memnun kaldıklarında onu üreten firmaya olan güvenlerinin artacağını belirtmektedirler.
  • Katılımcılar, kurumların saygınlıklarını artıran en önemli unsurları %82 ile sosyal sorumluluk yükümlülüklerini yerine getirmek ve %73 ile aktivitelere sponsor olunması olarak belirtmektedirler.
  • Katılımcıların %86’sı satış sonrası hizmetlerin başarısının, %87’si ise, işlerinde uzman olan kişileri çalıştırmanın kurumlara olan güvenlerini artırdığını belirtmektedirler.
  • Katılımcıların %84’ü kurumlarla kolay iletişim kurabilmelerinin o kuram olan güvenlerini artırdığını belirtmektedirler.
  • Katılımcıların %90’ı kaliteli servis ve hizmetlerin onları üreten markalara olan güveni artırdığını belirtmektedir.
  • Katılımcıların %86’sı kurumların iyi yönetilmesinin onlara olan güveni artırdığını belirtmektedir.
  • Katılımcıların %89’u güvendikleri markaları çevrelerine önerdiklerini belirtmektedir.
  • Katılımcıların %86’sı güvendikleri kurum/marka hakkında çevrelerine olumlu olarak konuştuklarını belirtmektedirler (WOM – “Word of mouth / Ağızdan ağıza pazarlama” en etkili pazarlama araçlarından birisi olarak geçerliliğini sürdürmektedir).

 

Kurumların PR Yöneticileriyle yapılan röportaj bulguları:

  • Yöneticilerin yarısı iyi imaj ve itibar oluşturmak için güncel olmaya, kaliteye ve misyon ve vizyona önem verdiklerini belirtmişlerdir.
  • Yöneticilerin %70’i, imaj ve itibarın kendileri için prestij olduğunu belirtmeişlerdir.
  • Yöneticilerin hepsi tarafından iyi bir imaj ve itibar yaratmak için en önemli unsur olarak web sitesi, %65’i için ise sosyal medya ortamlatrı görülmektedir.
  • Yöneticilerin %65’i iyi bir imaj ve itibar yaratmanın kurumun tüm çalışanlarının sorumluluğunda olduğunu belirtmişlerdir.
  • Tüm yöneticiler, imaj, itibar ve markanın birbiri ile oldukça bağlıntılı olduklarını belirtmişlerdir.
  • Tüm yöneticiler, iyi bir imaj ve ititbar yartamak için PR bölümlerinin diğer bölümlerle yakın işbirliği içinde çalışması gerektiğini belirtmişlerdir.

In the first phase of the research, a survey of 42 questions applied on randomly chosen 1844 consumers who live in big cities of Marmara Region of Turkey. Secondly, structured face to face interviews have been realized with public relations specialists of 24 different institutions.

Findings about Image, reputation and brand:

  • Almost half of the participants have said, “respectability” and one fourth of the participants have said “trust” comes to mind when “reputation” is said.
  • Almost half of the participants have said, “appearance” and almost one fourth have said “difference” and other one fourth have said, “construction of perception” comes to mind when “image” is said.
  • Almost 60% of the participants have said “quality” and almost 19% of the participants have said “prestige” comes to mind when “brand” is said.
  • 84% of the participants have asserted that they pay attention to the image and the reputation of the institution before they purchase its goods/services.
  • 87% of the participants have stated that they do believe that someone’s or an institution’s image and reputation increase its brand value.
  • 66% of the participants have said that an institution’s visual elements like logo, font style and colors are important for them.
  • 41% of the participants have said that the most important determinant of reputation of someone or an institution for them is their own experiences, secondly fulfilling social responsibilities by 27% and then thirdly news published on the media by 16%. 26% of the participants have said that they would not pay more for a brand buying a product or a service, 19% of them have stated that they would pay up to 40% more.
  • 67% of the participants have alleged that a reputable product or a service is more important than cheap price.
  • 89% of the participants have stated that when a product or a service satisfies them, it increases their trust of the brand that produces it.
  • 73% of the participants purported that being sponsor to various activities and 82% of the participants have stated that actualizing projects of social responsibilities increase institutions’ respectabilities.
  • 86% of the participants have denoted that success of after sale services increase their trust for the institution.
  • 87% of the participants have stated that expert staff of an institution increases their trust.
  • 64% of the participants have claimed that the time span, which needs to be passed before they call an institution or a brand, which constantly builds positive images through its operations, as reputable is more than 3 years in average.

Findings about communicating with individuals and institutions:

  • 65% of the participants have predicated that news published on the media affect their thoughts about the individuals and the institutions.
  • 60% of the participants have stated that talks and comments over the social media affect their opinion about the individuals and the institutions.
  • 84% of the participants have alleged that easily communicating with individuals and institutions increases their trust. Almost half of the participants have stated that if someone or an institution had an account in social media it would increase their trust.

Findings about trust, feelings and attitudes of individuals:

  • 45 % of the participants have said that it is hard for them to lose confidence in someone or in an institution once they trust them.
  • 55% of the participants have claimed that emotional developments about a person or an institution affect their opinion.
  • 66% of the attendants have pointed out that they believe the ads of the institution they trust more than the others.
  • 76% of the participants have pointed out that they always prefer to buy the products or the services of the brand that they trust.

About the institution:

  • 78% of the participants have stated that an institution, which follows technology in producing its products and services, affects their opinion positively.
  • 90% of the participants have argued that quality production of goods and services increase their trust.
  • 85% of the participants stated that producing innovative products and services increase the institutions respectability.
  • 68% of the participants have denoted that financial success of an institution raises their trust.
  • 82% of the participants have denoted that having a decent working environment increases the institution’s respectability.
  • 86% of the participants stated that managing the institution seamlessly raises trust.
  • 88%of the participants have said that they pay attention to being trustable and respectable of the institution where they wish to work.
  • 89% of the participants have claimed that they recommend the institution they trust to their friends.
  • 86% of the participants have said that they talk positively about the institution they trust.
  • Only 33% of the attendants have stated that producing defective product and services of the institution, which they trust, for a few times would not stop them from buying that institution’s products and services.
  • Only 19% of the participants have agreed that when the person or the institution tells lie of for a few times, it would not impair their trust.

Findings of Interviews with PR executives of the corporations:

Distribution of the sectors of 21 institutions with which interviews were carried out is; 2 institutions from fashion industry, 3 companies from food industry, 2 firms from construction industry, 5 institutions from manufacturing industry, 3 firms from home appliance industry and 6 institutions from service industry. The points that the participants of the interviews have mentioned are below;

  • Almost all of them target all age categories of customers.
  • All of them claimed that their image and reputation were at the level that they desired.
  • Almost 70% of them have argued that the meaning of image and reputation for them is prestige.
  • According to 80% of them the factor, which builds image and reputation is service and then for 40% product and employee.
  • 95% of the participants have said that corporate culture and corporate identity are important in forming a good image and reputation.
  • 50% of the participants have stated that they use advertisement, 35% have said that they pay attention to product and 20% have argued that they take care of training of staff, effectiveness of internal communication and concept development as to build a good image and reputation in customer perception.
  • All participants have indicated the website and 65% have mentioned social media as the most effective instruments to constitute a good image and reputation.
  • 80% of the participants have stated that they do measure image and reputation of their institutions in terms of the stakeholders. 65% of them use survey, 35% use feedback as to put it into practice.
  • 80% of the participants have claimed that they keep developing strategies as to differ from their rivals in building image and reputation.
  • 95% of the participants have alleged that PR departments should work in cooperation with the departments like corporate communication and marketing in building desired image and reputation.
  • 65% of the participants argue that image and reputation of an institution is under all employees’ responsibility as well as executives.

All of the participants have claimed that image, reputation and brand of an institution are highly related to each other.

Sosyal medyanın markalar açısından tüketiciler üzerinde algı oluşturma gücüne yönelik araştırmamın sonuçları

Markaların sosyal medya üzerinden algı oluşturma çabalarına yönelik gençler arasında (401 kişi ile 2016 yılı Mayıs ayında) yapılan algı araştırmamın anketinin sonuçlarına göre….

1- Sosyal medyada yapılan bilgilendirici paylaşımlarının olumlu algı oluşturma gücü azımsanmayacak kadar yüksektir.

  • Markaların sosyal medya hesaplarından yaptıkları paylaşımlar onlar hakkındaki kanaatimi oluşturmama etki eder diyenlerin oranı %44’dür.

2- Sosyal medyadaki reklamlar kullanıcıların büyük bir bölümünü rahatsız etmektedir.

  • Sosyal medya hesaplarında gördüğü reklamların kendisini rahatsız ettiğini söyleyenlerin oranı %61’dir.

3- Kullanıcılar için internet ve sosyal medya haber alma ve bilgi edinme kaynağı haline gelmiştir.

  • İnternet ve sosyal medyayı haber alma ve bilgi edinme aracı olarak kullananların oranı %76’dır.

4- Kullanıcılar için internet ve sosyal medya satın alma öncesi akıl hocası vazifesi görmektedir.

  • Bir mal veya hizmet almadan önce internet ve sosyal medyadan bilgi edinirim diyenlerin oranı %75’dir.

5- Gençler arasında bile sanal ortama güvensizlik ve “gözle gördüğüne inanma” yaklaşımı yaygındır.

  • İnternet ve sosyal medyada hakkında araştırma yaptığı ürünü veya hizmeti satın almadan önce mutlaka mağazaya gidip görürüm diyenlerin oranı %63’dür.

6- Kurumların web sitelerindeki kullanıcı yorumları oldukça başvurulan bir kaynaktır.

  • Web sitelerinden alışveriş yaparken ilgili sitedeki kullanıcı yorumlarına mutlaka bakarım diyenlerin oranı %74’dür.

7- Kullanıcı yorumları mutlaka teyit edilmektedir.

  • Alacağım ürün ve hizmetle ilgili web sitelerindeki kullanıcı yorumlarına sorgulamadan inanırım diyenlerin oranı %7’dir.

8- Sosyal medyada sayfa beğenisi 1/4 oranında satışa dönüşmektedir.

  • Sosyal medyada sayfasını beğendiğim bir markadan mutlaka alışveriş yapmışımdır diyenlerin oranı %27’dir.

9- Firmaların ürettikleri mal veya hizmetler ile ilgili sosyal medyadaki yorumları çok önemsemeleri gerekmekte. Çünkü algıyı oldukça etkiliyor.

  • İnternet ve sosyal medya ortamlarındaki yorumların olumlu ya da olumsuz yönde satın alma kararını etkilediğini söyleyenlerin oranı %60’dır.

10- Yine de olumsuzlukları düzeltmek için firmaların vakti var. Çünkü, kullanıcıların çoğunluğu edindiği ilk bilgi ile yetinmeyip, doğrulatmaya çalışıyor.

  • İnternet ve sosyal medya ortamlarından edindiğim bilgileri çevreme sorarak doğrulatırım diyenlerin oranı %67’dir.

11- Firmalar için sosyal medya ortamlarındaki beğeni sayıları gerçekten önemli. Çünkü markanız/kurumunuz hakkında kullanıcıların algısını etkiliyor.

  • Bir ürünün veya markanın sosyal medya ortamındaki beğeni sayısı onun hakkındaki kanaatimi/düşüncemi olumlu veya olumsuz etkiler diyenlerin oranı %50’dir.

12- Sosyal medyadaki kullanıcı yorumları web sitenizdeki bilgilere göre bir kısım kullanıcı açısından daha önemli. Bu ortamlardaki bilgi akışı iyi yönetilmeli.

  • Ürün veya marka hakkındaki internet forumları ve sosyal medyadaki yorumlara ilgili ürün veya markanın sitesindeki bilgilerden daha çok güvenirim diyenlerin oranı %35’dir.

13- Sosyal medya yorumları TV reklamlarından  daha inanılır bulunuyor.

  • Ürün veya marka hakkındaki internet forumları ve sosyal medyadaki yorumlara TV reklamlarından daha çok güvenirim diyenlerin oranı %37’dir.

14- Sosyal medyadaki ürün/hizmetlere ilişkin yorumların güvenilirliği yüksek değil.

  • İnternet ve sosyal medyadaki olumlu yorumlara güvenerek satın aldığım, fakat bu yorumlara uymayan ürünler olmuştur diyenlerin oranı %39’dur.

15- İnternet ve sosyal medya yorumları kullanıcılara ürün/hizmeti yüksek bir oranda satın almamak yönünde karar verdirebiliyor.

  • Bir ürünü satın almaya karar verdiğimde son anda internet veya sosyal medyada öğrendiğim bir bilgi üzerine satın almaktan vazgeçtiğim olmuştur diyenlerin oranı %51’dir.

16- İnternetin satın alma için güvenli bir ortam olduğunu düşünenlerin sayısı gençler arasında bile düşük bir oranda seyretmektedir.

  • İnternetin satın alma için güvenli bir ortam olduğunu düşünüyorum diyenlerin oranı %31’dir.

 

Facebook doğal afetlere yönelik hizmetini geliştiriyor. / Facebook creates Community Help tool so users can aid each other after disasters

Facebook’tan sanal iletişimin gerçek yaşama hizmetleri adına önemli bir uygulama geliştirme çalışması.
Facebook doğal afetlerde güvende olduğumuzu belirttiğimiz hizmetini daha geliştirip, yardım ihtiyacı içinde olanlara hangi yardımı yapabileceğimizi kategorize eden bir hizmet sunmaya başlayacak. Böylece yiyecek, sağlık veya barınma ihtiyacı olanlarla ilgili desteği vermek isteyenler birbirlerine daha çabuk ulaşabilecekler. 

http://on.mash.to/2gkj9xd

İnsan-“yapay zeka” iletişimi

Marka yönetiminde insan ile “yapay zeka” iletişiminin önemi her geçen gün artıyor. Markanıza uygun kişiliği ve ses tonunu seçtiniz mi?

Kişiler arası iletişimden sonra insan bilgisayar iletişimi ile tanışmıştık. Şimdi ise rekabette fark yaratmada son eğilim, insan “yapay zeka” arasındaki iletişimi markanıza ve hedef kitlenize uygun şekilde belirlemek. Yapay zekanın cinsiyeti, ses tonu, hitap şekli markanızın kişiliğini yansıtabilmesi ve istediğiniz imajı müşteri algısında yaratabilmesi açısından oldukça önemli.

http://www.forbes.com/sites/onmarketing/2016/10/04/branding-artificial-intelligence/#3245ca884a2b