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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Rescooped by Bad Spoon from Digital Storytelling
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[Video] What makes a hero? - Matthew Winkler

View full lesson: http://ed.ted.com/lessons/what-makes-a-hero-matthew-winkler What trials unite not only Harry Potter or Frodo Baggins but many of literature...

Via José Carlos
Bad Spoon's insight:

Une magnifique vidéo présentant le Voyage du Héros, technique de Storytelling la plus efficace à ce jour

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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] Comprendre le Transmedia Storytelling

[Video] Comprendre le Transmedia Storytelling | Storytelling | Scoop.it
Le Transmedia Storytelling représente le fait de raconter une histoire cohérente éclatée sur plusieurs plateformes médiatiques.
Bad Spoon's insight:

Un MOOC (cours en ligne) qui s'annonce absolument passionnant

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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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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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How 7 Brands Tell Stories With Style

How 7 Brands Tell Stories With Style | Storytelling | Scoop.it

Businesses are getting better at telling stories through content - either video or text -- and that helps with branding. View these examples to get started.

 

Brands. Stories. Profits.

 

Story telling is powerful. Stories help with branding, i.e., making an impression that stands out and sticks in our minds.And businesses are getting better at telling stories through content – whether through video or in text form.

 

Stories that follow a brand’s theme can be told over and over.Let’s look at some of the best stories in the business and unravel how some brands do storytelling in style...


Via Jeff Domansky, Ariane Bourgeois
Bad Spoon's insight:

D'excellents exemples de storytelling de qualité

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WEDCBiz's curator insight, September 13, 2013 10:20 AM

We agree that story telling is a powerful branding tool.  But while large, well-known businesses don't necessarily need to do this, smaller companies should let people know about their product or service within the story.

Marilyn Lim S S's curator insight, September 15, 2013 12:50 AM

what is your story?

Jolynn Oblak's curator insight, June 26, 2014 11:23 PM

At a very basic level marketing is about storytelling.......Master this and you are golden.

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[Video] The Theory of Evolution

[Video] The Theory of Evolution | Storytelling | Scoop.it

"Philipp Dettmer a imaginé cette superbe vidéo d’animation « How Evolution Works » qui cherche à expliquer la théorie de l’évolution en l’espace d’une dizaine de minutes.

 

A visée pédagogique, cette création allie propos et esthétique pour dévoiler certains mécanismes de l’évolution. Plus dans la suite"

Bad Spoon's insight:

Une magnifique vidéo présentant l'histoire la plus complexe et la plus importante qui soit : l'évolution.

Utiliser de belles infographies animées est un excellent moyen de rendre plus agréable et passionnant un sujet technique. De nombreuses marques orientées technologie pourraient s'inspirer d'une telle vidéo

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NYC Streets: Storytelling with Vintage Crime Scenes

NYC Streets: Storytelling with Vintage Crime Scenes | Storytelling | Scoop.it
For the first time in 12 years New Yorkers are electing a mayor who is not Michael Bloomberg, leading to all sorts of reminiscing about how he's changed the city.

Via Brian Yanish - MarketingHits.com
Bad Spoon's insight:

Avec d'habiles montages entre clichés d'époque et photos récentes, le photographe Marc Hermann évoque en images comment le maire sortant de New York a changé socialement la ville, sans en altérer la beauté.

Un Storytelling subtil qui part d'un angle peu courant

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[Video] Comment réussir un storytelling ?

[Video] Comment réussir un storytelling ? | Storytelling | Scoop.it
Bien réussi, le storytelling constitue un outil de communication efficace. Pour le réussir, encore faut-il en comprendre le fonctionnement. Parlons de storytelling à travers d'un exemple réussi.
Bad Spoon's insight:

Présentation d'une campagne de Storytelling réussie, assortie de quelques conseils simples mais essentiels.

L'exploitation du système narratif de Bref est archi-revu, mais fonctionne plutôt bien dans ce cas

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[Video] Guinness: Wheelchair & Adjacent Storytelling

[Video] Guinness: Wheelchair & Adjacent Storytelling | Storytelling | Scoop.it
I’ve discussed adjacent storytelling  a few times here before. Guinness’ latest ad (with a touching  twist)  is yet another perfect example of this extremely effective form of advertising.
Bad Spoon's insight:

Une excellent publicité Guinness exploitant le Storytelling adjacent, qui met le consommateur au centre du message

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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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Management 2.0 : Apprendre à utiliser le storytelling

Management 2.0 : Apprendre à utiliser le storytelling | Storytelling | Scoop.it
Entreprise, medias sociaux, collaboration sociale … vers le management 2.0
Bad Spoon's insight:

Un excellent article sur l’ouvrage de Stéphane Dangel qui présente, au-delà des usages en management, 10 utilisations efficaces du Storytelling

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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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The Five Beats of Successful Storytelling

The Five Beats of Successful Storytelling | Storytelling | Scoop.it
Good storytelling skills are an asset no matter what your profession is. We walk you through the essentials of crafting a story, a pitch, or a bio that will engage your audience.

Via José Carlos
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[Video] Douceur et émotion autour d’une relation père-fille

[Video] Douceur et émotion autour d’une relation père-fille | Storytelling | Scoop.it

La marque de chewing-gum américaine Extra nous propose 60 secondes de pure douceur dans son dernier spot.

Bad Spoon's insight:

Une nouvelle vidéo exploitant à merveille storytelling et marketing

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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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[Video] Émotion & storytelling en publicité

[Video] Émotion & storytelling en publicité | Storytelling | Scoop.it
TrueMove H, opérateur téléphonique en Thaïlande, signe le spot le plus émouvant de l’année sur Nicolas Bordas et d’après le Huffington Post « This amazing commercial from...

Via Jacques Tang
Bad Spoon's insight:

Une publicité magnifique exploitant le meilleur du storytelling pour créer du lien avec le spectateur.

Un belle réussite

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Jacques Tang's curator insight, September 17, 2013 6:37 AM

Belle aventure de partage!

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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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Du storytelling au story-doing

Du storytelling au story-doing | Storytelling | Scoop.it
Le storytelling est à la mode dans les cercles marketing. Pour autant, toutes les histoires se valent-elles? Qu'ont en commun les entreprises qui réussissent leur storytelling?
Bad Spoon's insight:

La distinction entre un Storytelling passif (raconter son histoire) et actif (l'écrire au quotidien)

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Pourquoi le storytelling ne peut se contenter de formats courts ?

Pourquoi le storytelling ne peut se contenter de formats courts ? | Storytelling | Scoop.it

"Dans un contexte de pénurie d'attention, le "court" est devenu la norme. Tweets, publications millimétrées, Vines de 6 secondes... autant de modes d'expression qui sont devenus la norme.

 

Une approche tactique qui éloigne les marques d'un aspect fondamental de l'influence : la profondeur de l'information. Dommage, car les moteurs de recherche, eux, ne l'ont pas oublié !"

Bad Spoon's insight:

Le foisonnement de formats courts et périssables n'est clairement pas l'environnement idéal pour le Storytelling. Mais quelles solutions ? Revenir à des formats plus longs et plus qualitatifs ? Ou trouver une nouvelle manière d'exploiter les formats courts ?

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QR Codes Tell The Story

QR Codes Tell The Story | Storytelling | Scoop.it

"Imagine strolling around a new city with a map (printed or available as a PDF) that allowed you to access stories related to the area you are exploring?

 

But not just a story. Each QR code will take you to a webpage where you can read the story and choose your own way to continue the story out of a few different options."


Via The Digital Rocking Chair
Bad Spoon's insight:

Une manière ludique de découvrir une ville via le Storytelling : un plan interactif intégrant des QR- codes.

Ces QR-codes permettent de lire les histoires d'auteurs locaux et de découvrir la ville sous un nouvel angle

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Denyse Drummond-Dunn's curator insight, September 10, 2013 1:40 PM

Simple use of QR codes that really works. Be inspired!

 

sophiedesc's curator insight, September 16, 2013 7:46 AM

Storytelling meets Tourism, with an inspiring use of QR Codes!  

Marco Gabrielli's curator insight, September 25, 2013 2:41 PM

"The stories will allow you to find the “hidden nooks and secret features” of a number of cities."

 

I codici QR permettono di scoprire le storie dei luoghi interessanti che fanno parte della propria città...

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Facebook & Twitter: 'Social Fiction' Brings Characters to Life

Facebook & Twitter: 'Social Fiction' Brings Characters to Life | Storytelling | Scoop.it
A former Nickelodeon animator and a Facebook employee teamed up to create social fiction in Hawk Funn, a story told via Facebook, Twitter and the Internet.
Bad Spoon's insight:

Voilà ce qui se passe quand un illustrateur de dessin animé et un pro des réseaux sociaux conjuguent leurs talents : une série de "Fiction Sociale" diffusée largement sur la toile.

 

L'interactivité est largement mise en avant, les spectateurs étant invités à commenter et influencer la "storyline".

 

Une bien belle idée

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