Storytelling
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Storytelling
L'art de raconter des histoires pour valoriser l'image d'une marque
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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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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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[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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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
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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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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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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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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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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
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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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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[Video] Joe Sabia: The technology of storytelling

iPad storyteller Joe Sabia introduces us to Lothar Meggendorfer, who created a bold technology for storytelling: the pop-up book.
Bad Spoon's insight:

Une présentation brillante de storytelling sur iPad, présentant l'un des pères du storytelling moderne

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Et maintenant, j'en fais quoi de mon storytelling ?

Et maintenant, j'en fais quoi de mon storytelling ? | Storytelling | Scoop.it

Ça y est : vous avez tout préparé. Vous avez conçu votre message, sur le sujet sur lequel vous devez communiquer.

 

Vous en avez fait une histoire prête à être racontée, un vrai storytelling, en incluant des arguments et des éléments plus émotionnels.

 

Et maintenant ?

Bad Spoon's insight:

Un point très important : une fois que la stratégie de storytelling a été bâtie, comment et auprès de qui la mettre en œuvre ?

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Le Dernier carré de Milka : marketing émotionnel & storytelling

Le Dernier carré de Milka : marketing émotionnel & storytelling | Storytelling | Scoop.it
Pendant un mois, Milka a enlevé un carré de ses tablettes. Le but : amener les consommateurs à partager ce carré avec un proche pour créer de l'émotion.
Bad Spoon's insight:

En enlevant un carré de chocolat de ses tablettes et en proposant à ses clients d'offrir ce carré à une personne en particulier, Milka invite les gens à créer des liens, créer une histoire, et à la raconter.

Ce storytelling n'est pas émis par la marque, mais suscité par elle auprès de ses clients et fans

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The future of storytelling: People want to befriend characters

The future of storytelling: People want to befriend characters | Storytelling | Scoop.it
Research group Latitude has been looking at the way that the Web and digital evolution has, and will, change the way people tell stories in the future, focusing specifically on how ...
Bad Spoon's insight:

Une étude vient de révéler que la plupart des gens souhaitent se connecter plus profondément aux personnages qu'ils suivent via leurs smartphones et tablettes.

 

Une belle opportunité pour les opérations de Storytelling

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

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The 5 Things Every (Great) Marketing Story Needs

The 5 Things Every (Great) Marketing Story Needs | Storytelling | Scoop.it
Here on Copyblogger, you've seen us talk many times about how to tell a terrific marketing story. Why? Because stories are fundamental to how we communi

Via Marylene Delbourg-Delphis
Bad Spoon's insight:

Les ingrédients essentiels pour un Storytelling de qualité

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Randi Thompson's curator insight, October 6, 2013 11:52 AM

People love to hear stories, especially when you use them to market

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[Video] Why Storytelling Is The Future of Marketing


Via Robin Good, C-Marketing
Bad Spoon's insight:

Une excellente infographie animée présentant la force des connexions émotionnelles forgées via un bon storytelling

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Katherine Anne's curator insight, October 7, 2013 5:48 PM

I think this video is very accurate. Today, we are bombarded by information about what we should buy, what we should do, etc. How much of this information do we actually retain? Barley nothing! For something to be retained, it has to be rememberable; what's rememberable? STORIES! The video explains stories are rememberable because they are meaningful. The Internet can so easily simplify information to market products, which ends up having so much information about so many different products all the time. If we take the time to explain a story behind a product when marketing it, I think it will be more profitable. STORIES are the new successful marketing strategy in this world filled with noise and information. 

Andrea Gilgenbach's curator insight, October 9, 2013 1:10 PM

Storytelling works because stories are memorable, impactful, and personal. This video also features statistics about why the combination of data and story produces the biggest effect.

Marco Gabrielli's curator insight, November 12, 2013 2:30 PM

Jennifer Aaker illustra in un video l'efficacia della narrazione nella comunicazione di marketing.

 

"... le storie sono significative, memorabili e incisive, e motivano le persone nel compiere un'azione ..."

 

a) I lettori memorizzano meglio il messaggio;

 

b) Ascoltano, si fidano e acquistano;

 

c) Vivono le emozioni e razionalizzano solo dopo.

 

La narrazione ritrova il suo originale ruolo di mercato, pilotando le conversazioni di business.

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Comment inciter les fans au Storytelling de votre marque ?

Comment inciter les fans au Storytelling de votre marque ? | Storytelling | Scoop.it
Comment inciter les Fans Facebook à raconter leur propre histoire, dans l’objectif d’aider la marque à établir sa ligne éditoriale.
Bad Spoon's insight:

L'une des utilisations les plus efficaces du Storytelling : laisser les fans s'exprimer et raconter leur propre expérience

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Using Storytelling to Improve Your Marketing Mix

Using Storytelling to Improve Your Marketing Mix | Storytelling | Scoop.it
An introduction to the "Hero's Journey" method of storytelling Your product or services will likely solve a problem for your customers,  

No matter how boring you view this product, it sits within a ‘story arc’ that can always be made interesting to consumers facing the challenges that it solves.


Via malek
Bad Spoon's insight:

Une nouvelle présentation pas à pas du "Voyage du Héros", la technique de storytelling la plus efficace à ce jour

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malek's comment, September 24, 2013 8:38 AM
Thank you Marty for insightful comment. Contributing the angle of Gamification provides more richness to the subject.
Nick Simonton's curator insight, September 24, 2013 12:42 PM

Old as time, the "Hero's Journey" has guided many in writing screenplays and books. It's the standard story we all know and love -- perhaps injecting some of it into your routine isn't a bad idea.

Martin (Marty) Smith's comment, September 24, 2013 5:24 PM
Great Malek Scoop and Nick Simonton comment. This is a favorite topic. Nick I was scheduled to attend McKee's Story seminar last year and then got sick and could go, but still on my bucket list to attend. Marty
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Don’t Spin a Better Story. Be a Better Company

Don’t Spin a Better Story. Be a Better Company | Storytelling | Scoop.it

Companies frequently hire public relations people when they sense that the tide of opinion is turning against them. They may be facing nasty headlines and want them to go away. “We’re misunderstood,” the company’s CEO will say. “We just need to tell our story better.”

Bad Spoon's insight:

Piqûre de rappel : inutile de raconter joliment l'histoire de sa marque si les valeurs de l'entreprise ne sont pas en accord.

Comme disent les Américains : "on peut toujours mettre du rouge à lèvres à un cochon, ça restera un cochon"

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Storytelling in the Twitter Age

Storytelling in the Twitter Age | Storytelling | Scoop.it
Good campaigns tell a compelling story; a story that connects with people and connects those people with other people. A powerful movie can create a buzz and a new understanding of an issue.

Via Jérôme Riguidel
Bad Spoon's insight:

Utiliser les nouveaux outils disponibles sur Twitter pour narrer son Storytelling de marque

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