{"id":201535,"date":"2020-11-19T09:06:16","date_gmt":"2020-11-19T09:06:16","guid":{"rendered":"https:\/\/amecorg.com\/barcelona-principles-3-0-translations\/"},"modified":"2021-02-04T16:59:03","modified_gmt":"2021-02-04T16:59:03","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/tr\/barcelona-principles-3\/","title":{"rendered":"Barcelona \u0130lkeleri 3.0"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1rfz10x-b37c898b05057a9faecf9faf1016e7fd\">\n.flex_column.av-1rfz10x-b37c898b05057a9faecf9faf1016e7fd{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1rfz10x-b37c898b05057a9faecf9faf1016e7fd av_two_third  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><p><section  class='av_textblock_section av-khc2hvz9-587c51ea1a821c3d8934bd63aaf4f183 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Barcelona ilkeleri 3.0, AMEC Sanal Zirvesinde, TRUE Global Intelligence Direkt\u00f6r\u00fc &amp;Orta\u011f\u0131 ve AMEC Y\u00f6netim Direkt\u00f6r\u00fc Ben LEVINE taraf\u0131ndan sunulmu\u015ftur.<\/strong><\/p>\n<p>2020 y\u0131l\u0131 geli\u015fmeleri, global olarak benimsenmi\u015f olan Barcelona \u0130lkeri\u2019nin, ileti\u015fim sekt\u00f6r\u00fcn\u00fcn kapsay\u0131c\u0131l\u0131k, etki ve b\u00fct\u00fcnl\u00fck \u00fczerine odaklanmas\u0131n\u0131 keskinle\u015ftirecektir.<\/p>\n<p>Barcelona \u0130lkerinin, sekt\u00f6r \u00e7ap\u0131nda \u00f6l\u00e7\u00fcmleme ve de\u011ferlendirme konsens\u00fcs\u00fc olarak sunulmas\u0131ndan bu yana 10 y\u0131l ge\u00e7ti, ve en son g\u00fcncelleme 5 y\u0131l \u00f6nce yap\u0131ld\u0131. Bu s\u00fcre zarf\u0131nda, olduk\u00e7a h\u0131zl\u0131 de\u011fi\u015fen ileti\u015fim sekt\u00f6r\u00fcnde pek \u00e7ok yeni geli\u015fme ya\u015fand\u0131.<\/p>\n<p>Buna ba\u011fl\u0131 olarak son 2-3 y\u0131lda ger\u00e7ekle\u015fen oyunu de\u011fi\u015ftiren geli\u015fmeler ile birlikte, Barcelona \u0130lkeri 3.0, 2010 y\u0131l\u0131ndan ve hatta 2015 y\u0131l\u0131ndan sahip oldu\u011fumuz ortak uygulama pratiklerinin art\u0131k miad\u0131n\u0131n doldu\u011funu kabul etmektedir. Daha \u00f6nemlisi, Kamu ileti\u015fimi, hay\u0131r kurumlar\u0131, STK ve di\u011fer ticari olmayan kurumlar i\u00e7in sunulan \u00f6l\u00e7\u00fcmleme ve de\u011ferlendirme servisleri prati\u011fi de, daha geni\u015f ve \u00e7ok \u00e7e\u015fitli organizasyon ve rollerinde dahil olmas\u0131yla birlikte bu versiyonda e\u015fit \u00f6l\u00e7\u00fcde ele al\u0131nm\u0131\u015ft\u0131r.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-khc2s275-a9af303ecab13f7eecad18d5e084abda\">\n#top .hr.hr-invisible.av-khc2s275-a9af303ecab13f7eecad18d5e084abda{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-khc2s275-a9af303ecab13f7eecad18d5e084abda hr-invisible  avia-builder-el-2  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><strong>Barcelona \u0130lkeri 3.0: A\u00e7\u0131klama<br \/>\n<\/strong><\/h2>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>1. Hedef belirlemek, ileti\u015fim planlamas\u0131, \u00f6l\u00e7\u00fcmlemesi ve de\u011ferlendirme i\u00e7in kesin bir \u00f6n ko\u015ful durumundad\u0131r.<\/strong><\/p>\n<p>SMART-AKILLI (\u00f6zg\u00fcn, \u00f6l\u00e7\u00fclebilir, yasal, ilgili ve s\u00fcreli) hedeflerin olu\u015fturulmas\u0131, kurumsal olarak ileti\u015fim planlamas\u0131 i\u00e7in elzem bir \u00f6n ko\u015ful haline gelmi\u015ftir. \u00d6l\u00e7\u00fcmleme ve de\u011ferlendirme s\u00fcrecini, planlaman\u0131n merkezinde bir konuma getirmekle birlikte, hedeflerden sa\u011flanan sonu\u00e7lar\u0131 daha a\u00e7\u0131k duruma getirmekte ve buna g\u00f6re sonraki s\u00fcrecin nas\u0131l ilerleyece\u011fini belirlemektedir.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>2. \u00d6l\u00e7\u00fcmleme ve de\u011ferlendirme; \u00e7\u0131kt\u0131lar\u0131, sonu\u00e7lar\u0131 ve muhtemel etkileri tan\u0131mlamal\u0131d\u0131r.\u00a0<\/strong><\/p>\n<p>Daha \u00f6nce \u201c\u0130lkeler\u201d, \u00e7\u0131kt\u0131lar\u0131n basit\u00e7e say\u0131lmas\u0131 yerine sonu\u00e7lar\u0131n \u00f6l\u00e7\u00fcmlenmesini \u00f6neriyordu. G\u00fcncellenmi\u015f \u201c\u0130lkeler\u201d, ileti\u015fim stratejisinin uzun d\u00f6nem etkilerinin de ele al\u0131nmas\u0131 i\u00e7in \u00e7er\u00e7eveyi geni\u015fletmektedir. Levine\u2019e g\u00f6re bunun anlam\u0131 \u201cetkiledi\u011fimiz media kanallar\u0131 ve g\u00f6rmek istedi\u011fimiz kampanyalar, olaylar ve aktivasyonlar\u0131n de\u011fi\u015fimi\u201d konusunda d\u00fc\u015f\u00fcnmek anlam\u0131na geliyor.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>3. Sonu\u00e7lar ve etkiler; payda\u015flar, toplum ve organizasyon i\u00e7in belirlenmelidir.<\/strong><\/p>\n<p>Sat\u0131\u015f ve ciro gibi ger\u00e7ek i\u015f verilerine olan odaklanmadan ba\u015flayarak, 2020 g\u00fcncellemesi, daha b\u00fct\u00fcnc\u00fcl bir performans g\u00f6r\u00fcn\u00fcm\u00fcn\u00fc benimsemektedir. Bu durum, sadece kar odakl\u0131 olmadan modelin daha geni\u015f bir organizasyon ve ileti\u015fim rolleri yelpazesini kapsamas\u0131na izin vermektedir.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>4. \u0130leti\u015fim \u00f6l\u00e7\u00fcmlemesi ve de\u011ferlemesi nitelik ve nicelik analizini i\u00e7ermelidir.<\/strong><\/p>\n<p>Levine \u201c\u0130lkeler\u201dinin de\u011fi\u015fiminin tan\u0131m\u0131n\u0131, sadece \u00f6l\u00e7\u00fcmlemek i\u00e7in de\u011fil ayn\u0131 zamanda mesajlar\u0131n nas\u0131l al\u0131nd\u0131\u011f\u0131, anla\u015f\u0131ld\u0131\u011f\u0131 ve a\u00e7\u0131kland\u0131\u011f\u0131 bak\u0131m\u0131ndan \u00f6zetlerken \u201cYapt\u0131\u011f\u0131n\u0131z i\u015fin ger\u00e7ek etkisini anlamak, ancak o sonu\u00e7lar\u0131 \u00f6l\u00e7\u00fcmlemek i\u00e7in uygulad\u0131\u011f\u0131n\u0131z metodlar\u0131n tam manas\u0131yla kullan\u0131lmas\u0131 ile m\u00fcmk\u00fcnd\u00fcr.\u201d diyor.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>5. AVE\u2019ler ileti\u015fimin de\u011feri de\u011fildir.<\/strong><\/p>\n<p>Mesaj halen ayn\u0131 ve a\u00e7\u0131k \u201cAVE\u2019lerin, i\u015fin de\u011ferini temsil etmedi\u011fine inanmaya devam ediyoruz.\u201d \u0130leti\u015fim, \u00f6l\u00e7\u00fcmleme ve de\u011ferlendirme i\u015finin, ileti\u015fimin etkisini anlamak i\u00e7in daha zengin daha detayl\u0131 ve \u00e7ok boyutlu bir yakla\u015f\u0131m\u0131 benimsemesi \u00f6nemli.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>6. B\u00fct\u00fcnc\u00fcl ileti\u015fim \u00f6l\u00e7\u00fcmleme ve de\u011ferlendirmesi, ilgili t\u00fcm online ve offline kanallar\u0131 i\u00e7ermektedir.<\/strong><\/p>\n<p>Ba\u015flang\u0131\u00e7taki ilkerimizden sosyal medyan\u0131n \u00f6l\u00e7\u00fclebilir ve \u00f6l\u00e7\u00fcmlenebiliyor olmas\u0131 ilkesi, bug\u00fcn daha a\u00e7\u0131k durumda bulunuyor. 2020\u2019de yeniden belirtti\u011fimiz \u00fczere, sosyal medya ileti\u015fimin kapasitesinde, f\u0131rsatlar\u0131nda ve etkisinde ger\u00e7ekle\u015fen oyunu de\u011fi\u015ftiren geli\u015fmeler ile birlikte, t\u00fcm offline ve online kanallar\u0131n e\u015fit bir \u015fekilde \u00f6l\u00e7\u00fcmlenmesi ve de\u011ferlendirilmesi gerekmektedir. AMEC \u00f6l\u00e7\u00fcmleme \u00e7er\u00e7eve \u00e7al\u0131\u015fmas\u0131, ortak bir hedefe ilerlenmesi konusunda istikrar\u0131n sa\u011flanmas\u0131 bak\u0131m\u0131ndan kazan\u0131lan, sahip olunan, payla\u015f\u0131lan ve \u00f6deme yap\u0131lan kanallar\u0131n a\u00e7\u0131kl\u0131\u011f\u0131n\u0131 desteklemektedir.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>7. \u0130leti\u015fim \u00f6l\u00e7\u00fcmleme ve de\u011ferlendirmesi; \u00f6\u011frenmeyi ve i\u00e7g\u00f6r\u00fcleri y\u00f6nlendirmek i\u00e7in b\u00fct\u00fcnl\u00fck ve \u015feffafl\u0131\u011fa dayanmaktad\u0131r.<\/strong><\/p>\n<p>Kurulu\u015flar, GDPR gibi yeni d\u00fczenlemelere uyduklar\u0131 i\u00e7in, g\u00fcn\u00fcm\u00fcz\u00fcn veri gizlili\u011fi ve personel idaresine g\u00f6sterilen ilginin benimsenmesinde sa\u011flam, tutarl\u0131 ve s\u00fcrekli \u00f6l\u00e7\u00fcmleme i\u00e7in b\u00fct\u00fcnl\u00fck ve \u015feffafl\u0131k gerekmektedir. Bu ayn\u0131 zamanda \u00f6l\u00e7\u00fcmlemenin sadece veri toplama ve takip yerine, de\u011ferlendirmeden \u00f6\u011frenmek ve i\u00e7g\u00f6r\u00fcleri geriye d\u00f6n\u00fck olarak ileti\u015fim planlamas\u0131na uygulamak oldu\u011funu belirtmektedir. Ve yine ayn\u0131 zamanda s\u00fcrd\u00fcr\u00fclen programlar\u0131n ba\u011flamlar\u0131 hakk\u0131nda \u015feffaf olma ve uygulanan ara\u00e7larda, metodolojilerde ve yorumlarda olabilecek herhangi bir \u00f6nyarg\u0131n\u0131n fark\u0131nda olma ihtiyac\u0131n\u0131 da kabul etmektedir.<\/p>\n<p>Barcelona \u0130lkeri 3.0 d\u00fcnya \u00e7ap\u0131nda ger\u00e7ek bir tak\u0131m \u00e7al\u0131\u015fmas\u0131n\u0131n \u00fcr\u00fcn\u00fcd\u00fcr. \u0130leti\u015fim end\u00fcstrisinin ve i\u00e7inde \u00e7al\u0131\u015fan herkesin \u015fu anda faaliyet g\u00f6sterdi\u011fi d\u00fcnyaya uygulanabilecek \u015fekilde geli\u015ftiler ve \u00f6n\u00fcm\u00fczdeki y\u0131llarda da geli\u015fmeye devam edecekler.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-b0mdq41-ae1cbbdc438e53c4fc8a3d6bff589f43\">\n.flex_column.av-b0mdq41-ae1cbbdc438e53c4fc8a3d6bff589f43{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 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itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><a href=\"http:\/\/www.interpress.com\/\" class='avia_image '  target=\"_blank\"  rel=\"noopener noreferrer\" aria-label='interpress'><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-201579 avia-img-lazy-loading-not-201579 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2021\/02\/interpress.png\" alt='' title='interpress'  height=\"133\" width=\"566\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2021\/02\/interpress.png 566w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2021\/02\/interpress-300x70.png 300w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2021\/02\/interpress-250x59.png 250w\" sizes=\"(max-width: 566px) 100vw, 566px\" \/><\/a><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-khnhipyx-d82b0e2fc73c1b8937d62fbf9293ef27\">\n#top .hr.hr-invisible.av-khnhipyx-d82b0e2fc73c1b8937d62fbf9293ef27{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-khnhipyx-d82b0e2fc73c1b8937d62fbf9293ef27 hr-invisible  avia-builder-el-15  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4><strong>Translation provided 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