Beleving & storytelling: de Lowlands belevenis - Arjan van der Knaap
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Transcript of Beleving & storytelling: de Lowlands belevenis - Arjan van der Knaap
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Een wereld creëren waar mensen bij willen horen
Rotterdam, 7 november 2013Rotterdam, 7 november 2013
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6 september 2012
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21 september 2012
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““YOLO”YOLO”
dr. mr. dr. Marius Job Cohen, 8 maart 2013
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““Ordinair”Ordinair”
”verstoring openbare orde”
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EPICEPIC
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WOW!WOW!
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AwesomeAwesome
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“Ik zie een orkaan aankomen”
“...steeds grotere aantallen mensen, honderden miljoenen, in virtuele werelden en online games...”
“...omwenteling groter dan de auto, radio en tv...”
-- Edward Castronova, Exodus to the virtual world
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Van massamedia naar mediamassa
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Aangenaam, Arjan van der KnaapArjan van der Knaap
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Frames Persoon Emotie Plaats Evenement
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Epische Epische betekenis betekenis
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Gecodeerd
Episch
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6 principes van Cialdini
Autoriteit Wederkerigheid Sociale erkenning Sympathie Schaarste Toewijding, consistentie
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“met afstand de overweldigendste en meest bevredigende emotie”
AwesomenessAwesomeness
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-- walter pater
“All art aspires to the condition of
music”
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Patroonherkenning :-)Patroondoorbraak :-DPatroonvorming \o/
Story: afstemmen en leiden
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Fractionering
Flow
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QueesteQueeste
sociale verbondenheid
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Het merk een verhaalhet product een souvenir
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Storytelling 10 niveaus
1. Creatiemythe2. De iconische laag3. Brand story4. Corporate story5. Verhalen medewerkers6. Customer flow7. Reclame, promotie8. Sociale media9. Social narrative10. Urban legends
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