İlk Sayfası: Podcast formatında başarılı bir doğal reklam örneği
Mirgün Cabas ve Can Kozaoğlu’nun hazırlayıp sunduğu İlk Sayfası podcast serisi, bana göre hem formatı hem de içeriği itibariyle son zamanların en başarılı doğal reklam içeriklerinden birini barındırıyor. Proje; hem markaya, hem sunuculara, hem katılımcılara hem de dinleyicilere artı değer sağlıyor.
İlk Sayfası, Mirgün Cabas ve Can Kozanoğlu’nun hazırlayıp sunduğu bir podcast serisi olarak 18 Ekim 2018’de başlayıp 5 Şubat 2019’da sonlandı. Podcast serisinin kurgusu şöyle: Her bölümde bir yazar programa konuk oluyor. Konuk yazarın daha önceden seçtiği kitabının ilk sayfası, programın başında Storytel üzerinden dinletiliyor ve sonrasında sohbet başlıyor. Okunan kitaptan ve ilk sayfasından yola çıkarak da yazarlara nasıl yazdıkları, yazım sürecinin nasıl ilerlediği ve nasıl yazılır soruları yöneltiliyor. 26 bölümden oluşan podcast serisi Ahmet Ümit’le başlayıp Pınar Kür ile noktalanıyor.
Program, yazarlarla kitapları üzerine sohbet edilirken yazar adayları veya bu işlerin meraklıları için yazarların kişisel görüşlerini ve yazma tecrübelerini öğrenme imkanı sunuyor. Yazarların ruh hallerine, piyasayla olan ilişkilerine, seçtikleri kitapların yazarının gözünden hikayesine ve daha pek çok şeye dair okurların afiyetle dinleyeceği nüveler içeriyor.
Storytel’in adından çok uygulamanın deneyimi aktarılıyor
Her bir bölümde markanın adı oldukça nadiren geçse de markanın aktarmaya çalıştığı kitap dinleme deneyimi, programın doğal akışı içinde ve kurgunun temel noktalarından biri olarak kullanıcıya kolaylıkla aktarılıyor. Storytel böylelikle dinleyicilere hem ürününü deneyimletiyor hem de onlara bunun bir marka reklamı gibi “bağırmasını” engelleyerek programı dinlemeye devam etmelerini sağlıyor.
Modern içerik pazarlamanın temel ilkelerinden biri olan kullanıcılar için artı değer yaratma, marka adını veya ürününü göze sokmamaya (genelde) özen gösterildiği de açıkça görülüyor. Mirgün Cabas’ın bu podcast serisi deneyimini anlattığı NewsLabTurkey’deki röportajında da görüyoruz ki kayıtlar doğal akışı içinde ve pek fazla kesme-biçme yapılmadan servis ediliyor.
Projenin kaybedeni yok
Şunu biliyoruz ki modern tüketicilere bir şeyin reklam olduğunu söylediğinizde -genellikle- bir çeşit fayda sağlayacak olsalar da bu içeriklerden uzak durmak isterler. Bir ihtimal, kendi faydalarını ön planda tutup içeriği tüketseler bile çevreleriyle paylaşma eğilimine girmezler. İşin Türkçesi, reklamın reklam olduğunu -etik kurallar çerçevesinde- kullanıcıya hissettirmemek veya az hissettirmek gerekir. İlk Sayfası’nın kurgusunda da tam olarak bunu görebiliriz. Doğal reklam da aslında tam olarak böyle bir entegrasyonu tarif ediyor.
Tüketici/kullanıcı/dinleyici açısından 35-40 dakikalık edebiyat sohbetlerinin içinde birkaç saniyeyi bile bulmayan marka adının geçmesi bir yana, daha önce sesli kitap dinlememiş birinin, kitap dinlemeyi deneyimlemesi kendisi için de önemli olabilir. Podcast kültürünün Batı’ya göre daha yavaş yayıldığı Türkiye’de, henüz podcast’in ne olduğu, nasıl yapıldığı veya kayıt sürekliliği sorunu yaşandığı düşünüldüğünde çevrimdışı olarak da dinlenebilecek içerik ve format kalitesine sahip bu seri, edebiyat meraklıları ve yazar adayları için paha biçilemez.
Mayıs 2018’de lansman yapan ve pazarlama çalışmalarını sürdüren Storytel Türkiye’nin Ülke Müdürü Berk İmamoğlu’ya görüştüğümde (10 Şubat 2019), İlk Sayfası’ndan beklentilerinin üstünde bir katkı aldıklarını söyledi. İmamoğlu, projeyi prestijli bir marka bilinirliği çalışması olarak gördüklerini, ayrıca Simplecast’ten 100 binden fazla kez içeriklerin indirildiğini gördüklerini; Spotify’daki dinleme ve indirmelerin de bu sayının en az yarısı düzeyinde olabileceğini de ekledi. Ayrıca bütün bu dinleme, indirme gibi verileri özellikle ölçmediklerini, projeyi bu sayılara endekslemediklerini; esasında böyle dolgun ve güzel bir içerik işinin parçası olmaktan dolayı mutlu olduklarını ifade etti. Ben de bu podcast serisinin, marka algısına pozitif katkıda bulunduğuna katılıyorum.
Sunucular ve konuklar da sponsorlu bir işte, aslında söyleyeceklerini daha önce ölçüp tartmış gibi bir izlenim vermedikleri için (programın doğal akışa sahip olduğu çoğu yerinde kolayca anlaşılıyor) okurları gözünde herhangi bir itibar kaybına uğramıyorlar. (Kültür-sanat alanı, kitle tarafından olumsuzlanmaya oldukça müsaittir) Öyle ki bir sesli kitap uygulamasının sponsor olduğu podcast serisinin konuklarından biri “Belki de her kitap sesli okunmak için yazılmamıştır” dedikten sonra bu kayıt dinleyicilere ulaşabiliyor. Buradan da anlıyoruz ki projenin sponsoru ile kurgulayanları/sunanları arasında karşılıklı saygı ve editoryal bağımsızlık anlaşması mevcut.
Medyanın hem eğlence hem pazarlama hem de haber tarafında yer alan profesyonellerinin birleştiği noktalardan biri, önümüzdeki birkaç yıl için sesin, bir içerik formatı olarak tekrar yükseleceğini gösteriyor. Bu öngörüde büyük teknoloji şirketlerinin, ses komutlarıyla çalışan cihazların geliştirilmesine verdikleri öncelik de etkili oluyor. Yakın gelecek için öngörüler böyleyken podcast formatındaki benzer projeleri daha sık göreceğimizi söylemek sanırım yanlış olmaz.
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