Storytelling
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Storytelling
L'art de raconter des histoires pour valoriser l'image d'une marque
Curated by Bad Spoon
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[Infographie] Du storytelling au storydoing

[Infographie] Du storytelling au storydoing | Storytelling | Scoop.it

"Target, Starbucks, Disney, American Express, Apple, Jet Blue et IBM ont deux choses en commun : la meilleure performance sur leur marché et le storydoing. Une tribune de Jérémy Lopes.

 

Partant du constat que la machine à raconter des histoires ne suffit plus, l’agence co:collective a récemment lancé le projet « storydoing », une analyse du succès des marques qui « font les histoires » plus qu’elles ne les racontent.

 

L’ambition du projet est de prouver que les storytellers sont moins performants que les storydoers."


Via Pierre Cappelli
Bad Spoon's insight:

Il y a une différence fondamentale entre raconter une histoire et l’écrire soi-même, à la force du poignet

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Pierre Cappelli's curator insight, October 29, 2013 10:24 AM

Le #storytelling continue et continuera d’exister, mais il devra désormais tendre vers une forme de « storytelling total » qui porte l’ensemble des actions de l’entreprise, guide la R&D et laisse les personnes extérieures à l’entreprise rentrer dans l’histoire.

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The Nouvelle Cuisine of Business Presentations

The Nouvelle Cuisine of Business Presentations | Storytelling | Scoop.it
“A good story is like a well-plated dish. It follows a recipe with a few ingredients that all blend together. The result is a delight for the eyes, the ears and the brain.

Via Thomas Faltin, Warwick John Fahy
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Warwick John Fahy's curator insight, October 22, 2013 2:48 AM

Less is more when it comes to effective conversations

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To Persuade People, Tell Them a Story

To Persuade People, Tell Them a Story | Storytelling | Scoop.it

"On the day of the meeting, CEO A.G. Lafley entered the room, greeted everybody and turned his back to the screen. He then stared intently at Mr. Smith throughout the entire presentation, not once turning to look at a slide.

 

I felt like maybe I hadn't done a very good job because he wasn't looking at my slides like everyone else," says Mr. Smith, who also noticed that the other managers didn't seem very engaged. "It didn't occur to me until later that he did that because he was more interested in what I had to say than in what my slides looked like."


Via Gregg Morris, Karen Dietz
Bad Spoon's insight:

Un excellent exemple de l'impact du storytelling dans les présentations business

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Brooke Foederer's curator insight, November 14, 2013 10:18 AM

For some time now students and most business professionals prepare for professional presentations by creating a PowerPoint. The PowerPoint is used as a visual aid throughout the presentation and guide for the presenter. PowerPoint’s can be creative and do create a visual. But, is this really the best way to get your message across? Paul Smith, the associate director of Procter & Gamble's market research, had 20 minutes to persuade the CEO and his managers on new marketing research techniques. To do so, Smith created a large PowerPoint presentation with more than 30 slides. He filled the presentation with all of the correct information and visuals. But, on the morning of the presentation, Smith became concerned when the CEO did not look at the PowerPoint screen once. Smith had started to think the CEO was uninterested in his pitch. He soon realized that the CEO was just more interested in what he had to say, rather than follow the PowerPoint slides like the rest of the group. Smith came to the conclusion that the CEO had more interest in what he really wanted to hear him and not see what his slides looked like. Although there are many different types of social media tools available today, it can sometimes be hard to get your message across through a PowerPoint or Prezi. In the article, author Dennis Nishi stated, "That's why companies such as FedEx, Kimberly-Clark and Microsoft are teaching executives to tell relatable stories as a way to improve workplace communication." According to experts, story telling is a tool that is much more useful than PowerPoint presentations. "Storytelling can also be used on a day-to-day basis to sell ideas to one person or a hundred. But being an effective storyteller requires preparation." There are many who think that discussing information numbers may understand means that everyone else will understand too. For example, speaking to a group of individuals from many different sections of a company. By telling a story related to what you are trying to sell and putting into terms that everyone could understand, this will make things much easier for you in the long run. In our book Adventures in Public Relations: Case Studies and Critical Thinking, chapter 10 revolves around cross-cultural and international relations. The way a message is sent and received when two different cultures come together is crucial. Using storytelling when communicating information in international relations can be a lifesaver. By researching the international culture, international stories and values related to those you are trying to sell to, your idea could be much better understood. In the end, I would like to conclude this review with a quote that I think serves great purpose to story telling and intercultural relations. “The way people communicate varies widely between, and even within, cultures.” (Guth & Marsh, 218)

 

Richard Baxter's curator insight, November 15, 2013 4:21 AM

Less is more........engaging!

Gavin Keeble's curator insight, November 25, 2013 6:47 PM

At best, your PPT slides can only SUPPORT your message. The more refined or rarified your audiences get, the more refined or rarified your slide deck needs to get. They're 'paying' for your professional advice/opinion, not your PPT ability.

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Spots publicitaires : de plus en plus de storytelling ?

Spots publicitaires : de plus en plus de storytelling ? | Storytelling | Scoop.it
Elles sont loin les publicités françaises en forme de simples démonstrations et autres animations (éventuellement) rigolotes, souvent idiotes. Depuis quelque temps, on voit défiler des films public...
Bad Spoon's insight:

Le système de narration du storytelling trouve peu à peu sa place dans le petit monde français de la publicité

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Storytelling, moteur de l’achat touristique en Chine

Storytelling, moteur de l’achat touristique en Chine | Storytelling | Scoop.it

"Si la Chine est souvent citée comme exemple en social media tourisme, c’est parce que le touriste chinois utilise énormément les réseaux sociaux pour s’informer sur les destinations de voyage, trouver la bonne agence de voyage, choisir son hôtel… Et pour un touriste chinois, il n’y a pas de meilleur conseil que celui d’un autre touriste chinois. Une stratégie social media performante est donc essentielle pour capter les touristes chinois."


Via SL
Bad Spoon's insight:

Le storytelling se révèle l’une des meilleures manières de capter l’attention des touristes venus de Chine

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[Infographie] Le guide du storytelling par Breaking Bad

[Infographie] Le guide du storytelling par Breaking Bad | Storytelling | Scoop.it
Les leçons de storytelling à tirer de la série Breaking Bad pour les marketers
Bad Spoon's insight:

Game of Thrones n’est pas la seule série megastar, se déclinant à outrance.

 

Breaking Bad ayant également fait énormément d’émules, il est bien énaturel que sa « recette » soit décortiquée et analysée.

 

Avec un certain talent.

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[Podcast] Karen Dietz: storytelling & story-sharing

[Podcast] Karen Dietz: storytelling & story-sharing | Storytelling | Scoop.it
"Karen is the best curator of articles about successful storytelling I know.  We go back a long way.  She and I met in the world of traditional tellers “back in the day.”  Today she has a finger on the pulse of business storytelling."
Bad Spoon's insight:

Une interview de l’une des meilleures références du storytelling

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Infographie : faire du storytelling avec de la data

Infographie : faire du storytelling avec de la data | Storytelling | Scoop.it

On n'arrête pas de parler de big data.

 

Et vu de l'extérieur, on peut avoir l'impression que leur intérêt, certes important, se limite à l'analyse de données.

 

Ce n'est pas le cas.

Bad Spoon's insight:

Interpréter les données rébarbatives sous la forme d’une infographie permet de mettre en place un excellent storytelling de l’information, et d’augmenter sensiblement la rétention pour le public visé

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Telling Stories With Input From the Audience

Telling Stories With Input From the Audience | Storytelling | Scoop.it

New "transmedia" works like The Lizzie Bennet Diaries let viewers participate in their stories via Twitter and Facebook, but multi-platform storytelling dates back as far as 1740.


Via The Digital Rocking Chair, Cindy Rudy
Bad Spoon's insight:

Une démarche qui fonctionne aussi bien pour une série que pour une entreprise : obtenir le feedback des fans permet d’adapter le contenu pour mieux répondre à leurs désirs, et mieux les fidéliser

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The Digital Rocking Chair's curator insight, October 20, 2013 3:01 PM


Karen Swallow Prior:  'New "transmedia" works like The Lizzie Bennet Diaries let viewers participate in their stories via Twitter and Facebook, but multi-platform storytelling dates back as far as 1740.'


Recently, there's been some very good articles centred on the LBD Diaries, this is another one that's worth a read.

Miquel Loriz's curator insight, October 21, 2013 3:12 AM

El deseo de todo creador de tener tanta gente inmersa en la historia como sea posible."

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Why Agencies and Brands Need to Embrace True Storytelling

Why Agencies and Brands Need to Embrace True Storytelling | Storytelling | Scoop.it
To build on the opportunities that today’s hyperconnected and social consumer as well as new distribution platforms offer, agencies and brands need to move away from thinking about branded content and embrace true storytelling.

Via Fred Zimny, Raj Nadar
Bad Spoon's insight:

Les stratégies de brand content commencent déjà à saturer les publics visés par les marques. Repenser le contact client et assurer un véritable engagement, de part et d'autre, sont désormais des priorités.

 

Le Storytelling est une excellente réponse à ce problème

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Comment développer sa marque personnelle avec le Storytelling ?

Comment développer sa marque personnelle avec le Storytelling ? | Storytelling | Scoop.it

“ Même si c’est pour se valoriser et promouvoir sa marque personnelle, le storytelling devra toujours être « audience-centric ». Finalement, le véritable héros, c’est l’auditoire !”

Bad Spoon's insight:

Combiner les 2 axes de travail Storytelling et Personal branding pour valoriser sa propre marque

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[Vidéo] Winston Wolf Associated : storytelling drôle et inventif

Vimeo is the home for high-quality videos and the people who love them.
Bad Spoon's insight:

Une présentation magnifique, faite pour et par des passionnés qui annoncent clairement la couleur.

 

Remarquable !

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Metta = Storytelling + Polls In One Compact Format

Metta = Storytelling + Polls In One Compact Format | Storytelling | Scoop.it
Metta helps turning stories into short movies out of pictures, videos, text and sounds that are already published on the web. Polls and quizzes can also be embedded anywhere inside a video presentation to get controlled responses from viewers.

Via Baiba Svenca, Jeff Domansky
Bad Spoon's insight:

Une outil de Storytelling vraiment prometteur, permettant de créer des vidéos narratives très facilement et de recueillir immédiatement le feedback des spectateurs

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Ricard Garcia's curator insight, November 12, 2013 2:47 AM

Some more info about Metta (old Soo Metta). More reasons to use it!

Ramon Pavia's curator insight, November 14, 2013 2:24 AM

It allows teachers and educators to produce learning guides

Ingrid Cristina Florence Yamine's curator insight, November 19, 2013 1:14 PM

very interesting and useful one! I'll preset on it next monday!

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The demise of the brand: why technology will usher in a new era of storytelling

The demise of the brand: why technology will usher in a new era of storytelling | Storytelling | Scoop.it
The demise of the brand: why technology will usher in a new era of storytelling, The rise of the social web is making storytelling even more important, writes Robert Mighall, former Oxford fellow in English literature and one-time editor of the...

Via ClickTell Consulting
Bad Spoon's insight:

Un nouvel article relatant la montée en force du storytelling pour les marques

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ClickTell Consulting's curator insight, November 12, 2013 3:45 PM

Why storytelling is oxygen for brands

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The Art And Power Of Brand Storytelling

The Art And Power Of Brand Storytelling | Storytelling | Scoop.it
Brand storytelling is a brilliant idea for Internet marketing. Here are 7 powerful ways to tell your brand story to your target audience...

Via Hans Heesterbeek
Bad Spoon's insight:

7 idées intéressantes pour activer la puissance du storytelling pour les marques

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La marque Prince de LU renforce son storytelling

La marque Prince de LU renforce son storytelling | Storytelling | Scoop.it
La marque de biscuits Prince de LU se lance dans le storytelling avec l’agence Ogilvy & Mather Paris (WPP).

Via Arnaud Hacquin
Bad Spoon's insight:

Prince de Lu exploite enfin le potentiel de storytelling de sa mascotte et l’univers de marque associé

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En quoi consiste le storytelling ? (1/2)

En quoi consiste le storytelling ? (1/2) | Storytelling | Scoop.it

"Il était une fois le storytelling… cette technique savamment utilisée en politique par Ronald Reagan dans les années 80, et qui n’en finit plus d’être déployée aujourd’hui, par de malins marketeurs, publicitaires, coachs en management, et autres vendeurs experts, etc.
Car cet «art de raconter des histoires» fait recette, tant en politique qu’en marketing (pléonasme ?). Et l’avènement du web n’a fait que renforcer cette tendance lourde : du storytelling au brand content, il n’y a qu’un pas."

Bad Spoon's insight:

Une petite rétrospective illustrée sur les origines du storytelling et sur ses diverses utilisations

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[Infographic] The science behind transmedia storytelling

[Infographic] The science behind transmedia storytelling | Storytelling | Scoop.it
Transmedia storytelling is a marketing buzzword that will be around for a while – and for good reason.

Via Thomas Faltin
Bad Spoon's insight:

Une lecture facilitée du fonctionnement du storytelling transmedia

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7 avantages de l’orateur qui utilise le storytelling

7 avantages de l’orateur qui utilise le storytelling | Storytelling | Scoop.it
Vous avez entendu dire qu'il est bon de raconter des histoires et que le storytelling est une compétence recherchée parmi ceux qui souhaitent se former à la prise de parole en public, mais pourquoi ?

Via Shaker technologies
Bad Spoon's insight:

7 excellentes raisons de se mettre au storytelling, pour ceux qui ne seraient toujours pas convaincus

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The Science Of Storytelling: How Narrative Cuts Through Distraction Like Nothing Else

The Science Of Storytelling: How Narrative Cuts Through Distraction Like Nothing Else | Storytelling | Scoop.it

"In the first of a three-part series, author Jonathan Gottschall discusses the science of storytelling--not just escapism, stories have real power to hold human attention and shape our thinking."


Via The Digital Rocking Chair
Bad Spoon's insight:

Un autre excellent article exposant l’influence du storytelling sur le public

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The Digital Rocking Chair's curator insight, October 16, 2013 7:08 PM


"In the first of a three-part series, author Jonathan Gottschall discusses the science of storytelling--not just escapism, stories have real power to hold human attention and shape our thinking."

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Storytelling in Social Leadership - a first draft

Storytelling in Social Leadership - a first draft | Storytelling | Scoop.it

"We need a new style of leadership for the Social Age: a style that is based upon our ability to collaborate and share within communities, to create meaning in the moment, to build our personal reputation and rely on this (more than hierarchical forms of power) to get things done."

 


Via José Carlos
Bad Spoon's insight:

Le Storytelling adapté au fonctionnement des réseaux sociaux

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Annette Simmons's curator insight, October 18, 2013 11:26 AM

When "speaking" to/with a community, storytelling is the best language to use.

John Buonora's curator insight, November 1, 2013 9:45 AM

I love Julian's insights. I've been hearing alot around story telling at work recently on projects surrounding change management

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Infecting An Audience: Why Great Stories Spread

Infecting An Audience: Why Great Stories Spread | Storytelling | Scoop.it
In the second of a two-part series Jonathan Gottschall discusses the unique power stories have to change minds and the key to their effectiveness.

Via Jim Signorelli
Bad Spoon's insight:

Un excellent article sur le pouvoir de viralité du Storytelling

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Jim Signorelli's curator insight, October 21, 2013 8:24 PM

I''m not a fan of the idea that we should use stories to "infect" audiences. Attract, engage, resonate perhaps, but to state that stories "sneak infection past our immunities or past our resistances,"  is to suggest that stories are manipulative. Manipulation is a one-sided affair and is the result of someone getting the upper hand using deceit. By contrast, and as this author himself suggests, stories are like "emotional transportation." Certainly a well told story can do a lot to invite our participation , but we, not the storyteller, decide whether the ride was worth the price of attention. Stories, unlike faithless rhetoric, are not forcefully cunning, they are potentially comforting. And their full potential becomes realized to the extent that we allow them to create or reinforce important beliefs and values.

That said, and looking past the disease analogy, this article does make some important points about story and its possibilities relative to persuasive attempts that rely on meaningless facts and opinions

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The Future Of Storytelling Is About To Get Wild

The Future Of Storytelling Is About To Get Wild | Storytelling | Scoop.it

"Since last year, Latitude, a strategic insights consultancy, has been conducting an ongoing Future of Storytelling initiative to understand what audiences want for the long haul. Below are eight predictions for the future of storytelling based on what we found. (More information about Latitude's multi-phase research project is available here.)"

Bad Spoon's insight:

La révolution du Storytelling cross-canal personnalisé est à nos portes

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Le storytelling, un outil performant pour présenter votre business plan 1/2

Le storytelling, un outil performant pour présenter votre business plan 1/2 | Storytelling | Scoop.it

"Dans le dernier ouvrage co-écrit par Alina Voicu, Jean-Christophe Pic et Wilfrid Gerber, « Le storytelling pas à pas » *, découvrez comment la méthodologie du storytelling peut vous être très profitable pour réussir la présentation de votre business plan auprès de vos interlocuteurs."

Bad Spoon's insight:

Une nouvelle application concrète du Storytelling

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Pixar's 22 Rules of Storytelling--Visualized

Pixar's 22 Rules of Storytelling--Visualized | Storytelling | Scoop.it
See the rules that make up the Pixar playbook as image macros.

Via Mark Strozier
Bad Spoon's insight:

22 stimulations pour vos neurones.

 

Ces « règles » ne sont pas présentées comme un process, mais plutôt comme des axes de réflexion et de remise en question, à intégrer au sein du process de création de l’histoire

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Nat Sones's curator insight, October 16, 2013 9:22 AM

Everything we do and say is story. All standard story structures ask the question 'who am I?' and try to make the answer interesting - or we stop caring. The rules here contain some great visuals and a lot of thought-provoking ideas. Go be provoked. 

Darren R. W. Chick's curator insight, October 18, 2013 10:16 AM

Through 22 Pixar moments, I'm reminded of Steven Covey's 7 Habits ... do you see the similarities?

flea palmer's curator insight, October 29, 2013 10:43 AM

Excellent advice for composing an engaging story from Pixar