Guido Everaert - De essentie van storytelling
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Transcript of Guido Everaert - De essentie van storytelling
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Content needs Context needs ContentGuido Everaert
www.justguidooohh.com @guidooohh www.etoileciree.com
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But some of us
are better
at telling it…
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Content
Storytelling
Blogging
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Content
Storytelling
Blogging
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De man met het gesloten oog spreekt het
volk toe…
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Content
=
Wat uw klant belangrijk vindt!
><
Uw merk, uw product
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Content
Storytelling
Blogging
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Love Cake Eclair
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Stand up comedy
Routine
Improvisatie
Connectie
Anticipatie
Drama
Onzekerheid
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Drama = Verwachting, vermengd met onzekerheid (William Archer)
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Startpunt
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Make me Care
Emotioneel
Rationeel
Esthetisch
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Verhalen
Onthou je beter dan facts
Inspireren
Hengelen naar emotionele reacties
Ontwikkelen de „brand voice‟
Creëren kader voor „brand personality‟
Zorgen ervoor dat publiek positie inneemt,
Leiden tot betrokkenheid
Kunnen een totaal andere doelgroep aanspreken
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Kodak Carousel
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Content
Storytelling
Blogging
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Blogging…
Guido Everaert#XM2KDG23/1/2013@guidooohh
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+20 types Blogs (Ogilvy)
Elk type heeft een
– andere frequentie
– “Buzz index”
– Moeilijkheidsgraad
Insight/Ambition/Meme/Piggyback/Life/Brand/Detractor/Announcement/Link/Video/Photo/Review/Evangelist/List/Survey/Feature/Repost/Guest/Interview/Event/Live/
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Just Guidooohh : Life blogging
Find your obsession
Every day, explain it
To one person you respect.
Edit everything, skip shortcuts,
And try not to be a dick
Get Better
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Redenen om te bloggen
1. Easy (CMS)
2. Deel van de „owned media‟. (Payed/Owned/Earned)
3. Blogs zorgen voor „Branded context‟ voor content
4. Integreren merken in de content strategie
5. Blogs verhogen uw search positie
6. Blogs werken 24/7
7. Blogs ondersteunen alle media types
8. Blogs faciliteren content distributie
9. Blogs leveren content voor socmed interactie
10.Blogs zijn een target locatie voor direct prospects en klanten
11.Blogs zijn flexibel om verschillende „dimensies/initiatievente ondersteunen
12.Blogs zijn meetinstrumenten om uw succes te evalueren
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What happens Next?
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Liquid & Rich Content
• White paper
• Infographic
• Presentation
• Video
• Webinar
• Podcast
• Microsite
• ebook
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Content needs context
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The Story of Joshua Bell
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Joshua Bell
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Content needs context
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“Digital” is geen geïsoleerde silo
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Stop met spelletjes
minder
„opjagen van users‟
meer
„emotioneel connecten‟
met een merk
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Het is niet zo moeilijk om spelletjes en mechanismes te ontwikkelen
die X mensen Y tijd op een site houden
De uitdaging - en de taak - is niet
om de raderwerkjes en de
„mechanismes van een site te smeren,
maar wel om doelbewuste waarde te
creëren voor het merk.
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Focus op „Samen‟
eerder dan
„How to kill the others‟
Experience
spreads over platforms
Rather than
Fitting into one
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Media bedrijven
die zullen overleven
zijn zij die de
arena‟s creëren en organiseren
waar
merken met hun klanten
op
zinvolle en onderhoudende wijze
kunnen connecteren.
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Onze verhaaltjes moeten het
sociale weefseltussen mensen
versterken
Begrijpen wat de systemen en drivers zijn
Wanneer mensen en bedrijven met elkaar
in contact
proberen te komen en
hen helpen bij het
continu versterken van die relatie
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Context needs content
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Thank you