Werbeplanung.at SUMMIT 15 - Content Creation und Storytelling - Doris Christina Steiner
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Werbeplanung.at SUMMIT 15 - Content Creation und Storytelling - Doris Christina Steiner
- 1. 1 | Doris Christina Steiner, Senior Consultant Ketchum Publico
- 2. 2 | Braucht die Kommunikation neue Helden? Ich denke: Ja.
- 4. 4 | • Text • Information • Announcement • Bild • Emotion • Story Gestern Morgen
- 5. 5 | “Stories are such a powerful driver of emotional value that their effect on any given object’s subjective value can actually be measured objectively.” Joshua Glenn and Rob Walker
- 6. 6 | Kuh-Vase Geschichte von Ed Park Gekauft für: $2 Verkauft für: $62 Aschenbecher Geschichte von William Gibson Gekauft für: $2.99 Verkauft für: $101.00 Gabel Geschichte von Dan Chaon Gekauft für: 50 cents Verkauft für: $26.01 www.significantobjects.com
- 7. 7 | Mister Method 5 Step Methode Captain Image Bilder sind die neuen Helden Sir Smart Warum Storytelling Master Liquid Digital Storytelling Das Abenteuer
- 9. 9 | Wir teilen seit über 25.000 Jahren Geschichten – von Generation zu Generation.
- 10. 10 | Geschichten wecken Emotionen. Geschichten rufen Bilder hervor. Geschichten sind unterhaltsam. Geschichten referieren auf unsere Erfahrungen.
- 11. 11 | Geschichten zielen auf unser Unterbewusstsein. Geschichten verankern Informationen.
- 13. 13 | Geschichten verkaufen – ein Beispiel
- 14. 14 |
- 15. 15 | Was ist Storytelling?
- 16. 16 |
- 17. 17 | Mister Method 5 Step Methode Captain Image Bilder sind die neuen Helden Sir Smart Warum Storytelling Master Liquid Digital Storytelling Das Abenteuer
- 19. 19 | Was macht eine gute Geschichte?
- 20. 20 | Every story needs a Reason to be told. Every story needs one Main Character. Every story starts with a Conflict. Every story gains Attention. Every story deploys Viral Power. 5 Bausteine
- 22. 22 |
- 23. 23 | Step 1: Jede Geschichte braucht einen guten Grund.
- 24. 24 |
- 25. 25 | What How Why Produkt, Dienst-leistung, Angebot Produkt- qualitäten, Werte, Herangehens- weise Vision und Anspruch der Marke und des Unternehmens Von Innen nach außen erzählen Change the way you tell your story
- 26. 26 | Sicherheit & Stabilität Unabhängigkeit & Freiheit Selbsterfüllung & Live your dream Liebe & Zugehörigkeit 4 Grundbedürfnisse
- 27. 27 | Sicherheit & Stabilität Unabhängigkeit & Freiheit Selbsterfüllung & Live your dream Liebe & Zugehörigkeit 4 Grundbedürfnisse
- 28. 28 | 4 Grundbedürfnisse Sicherheit & Stabilität Unabhängigkeit & Freiheit Selbsterfüllung & Live your dream Liebe & Zugehörigkeit
- 29. 29 | Step 2: Jede Geschichte braucht einen Helden.
- 30. 30 | Supporter Enemy Victim Hero archaic action anti romantic tragic
- 31. 31 | But ... “If a story is not about the hearer he will not listen. And here I make a rule – a great and interesting story is about everyone or it will not last.” John Steinbeck (Jenseits von Eden)
- 32. 32 |
- 33. 33 |
- 34. 34 | Ein Held macht den Unterschied. Wir identifizieren uns nicht mit “Zielgruppen”.
- 35. 35 | Is someone listening?
- 36. 36 | Step 3: Jede gute Geschichte beginnt mit einem Konflikt.
- 37. 37 |
- 38. 38 |
- 39. 39 | Corporation / Product / Brand Information (News / Product Feature) Impact (Benefit / Reason Why) 2. Narrative 1. Protagonists 3. Storyline
- 40. 40 | Corporation / Product / Brand Information (News, Product Features …) Impact (Benefit / Reason Why) 2. Narrative 1. Protagonists 3. Storyline
- 41. 41 | (Corporation / Product / Brand) Information (News, Product Features) Impact (Benefit / Reason Why) 2. Narrative 1. Protagonists 3. Storyline
- 42. 42 |
- 43. 43 |
- 44. 44 | Climax The Bad are dead The Good are saved Happy End Turningpoint 1 Hero + 1 Conflict
- 45. 45 | Step 4: Jede gute Geschichte berührt emotional.
- 46. 46 | 9 fundamentale Emotionen: Freude | Liebe | Angst | Trauer | Wut | Scham | Überraschung | Schuld | Ekel
- 47. 47 |
- 48. 48 | Emotion Humor Ironic Aesthetic Surprise Touching Information Enlighting Educational Simplification Inspiring Innovative
- 49. 49 |
- 50. 50 | Mister Method 5 Step Methode Captain Image Bilder sind die neuen Helden Sir Smart Warum Storytelling Master Liquid Digital Storytelling Das Abenteuer
- 51. 51 | Bilder sind die neuen Helden
- 53. 53 | Facebook: 3.000 Bilder pro Sekunde 250 Millionen pro Tag Instagram: 40 Millionen Bilder pro Tag Tumblr: 62 Millionen Bilder pro Tag Flickr: 6 Milliarden Bilder seit 2004
- 54. 54 | • Text • Information • Announcement • Image • Emotion • Story
- 55. 55 |55 | Ketchum Pleon
- 56. 56 |56 | Ketchum Pleon
- 57. 57 | Images win over text
- 58. 58 |
- 59. 59 |
- 60. 60 |
- 61. 61 |
- 62. 62 |
- 63. 63 |
- 64. 64 | The world is complex. Text is complex. An image is easy to read. The world is at speed. Text takes time. An image is so much faster. The world is full. Full of information. An image breaks through. The world is global. Text needs translation. An image is multilingual. Why images win over text
- 65. 65 |
- 66. 66 |
- 67. 67 | „You have to have an unique image every day – across all channels.“ Susan Wassel Communications Manager Sharpies / Newell Rubbermaid
- 68. 68 |
- 69. 69 |
- 70. 70 |
- 71. 71 | Mister Method 5 Step Methode Captain Image Bilder sind die neuen Helden Sir Smart Warum Storytelling Master Liquid Digital Storytelling Das Abenteuer
- 72. 72 | Jede gute Geschichte ist viral. Transmedia & Liquid Storytelling.
- 73. 73 | Erfolgsrezept für Online-Videos 1. Don´t overuse your logo. Users don´t share pure promotion. 2. Have a hot start: create joy in the first seconds. 3. Create an emotional roller coaster: change tempo. 4. Surprise is stronger than shock. 5. Focus on users who love to share: Extroversions and Egocentrics.
- 74. 74 |
- 75. 75 | „Build content around a brand, not about it.“ Rebecca Lieb, Altimeter Group
- 76. 76 | Vielen Dank. Doris Christina Steiner Senior Consultant doris.steiner@ketchum-publico.at @DorisChristinaS
Notes de l'éditeur
- Braucht die Kommunikation neue Helden. Ja! Denn sie sollen uns befreien von Plattitüden und generischen Facebook-Posts.
- Wie agieren die Helden in Strumpfhosen also von gestern? Und wie agieren die Helden von Leggings, also von morgen?
- Wir denken immer noch sehr in Text, vor allem wenn man wie ich aus der PR-Branche kommt. Wichtig war Informationen und Ankündigungen. Das heißt nicht, dass dies heute nicht mehr relevant ist, aber wenn wir uns ehrlich sind, ist das etwas langweilig. Denn Helden erreichen Menschen, sie retten Menschen. Und das tun sie mit Bildern, Emotionen und Geschichten. Daher gibt es auch Comics und Filme von Superhelden und nicht über Nachrichtensprecher.
- Geschichten sind ein starker Treiber von emotionalen Werten, die einen Effekt auf den subjektiven Wert von Objekten ausüben, der auch tatsächlich gemessen werden kann. Das klingt jetzt theoretisch, ich zeige ihnen, was ich damit meine.
- Significantobjects.com ist ein Experiment, das genau jene vorherige These bestätigt. Nämlich, dass Dinge mit einer Geschichte mehr Wert sind, als das reine Objekt. Autoren haben Kurzgeschichten zu Objekten geschrieben, die sie im Schnitt um 1,25 Dollar gekauft haben. Wie sie an den Zahlen sehen, haben nur die Geschichten den Wert der Objekte in die Höhe getrieben. Aber eigentlich sehen wir das auf immer wieder auf Aktionsplattformen. Sie können ein stinkiges, verschwitztes Handtuch verkaufen oder sie können das Handtuch, das Justin Timberlake auf seiner Tour in der Wiener Konzerthalle benutzte verkaufen. Welches wohl mehr Geld einbringen wird ist klar.
- Aber was hat das nun mit Facebook, Kommunikation und dergleichen zu tun? Mit diesen vier Superhelden navigieren wir vom großen Ganzen zum Praktischen wie Storytelling auf Facebook und auch anderen Plattformen umgesetzt werden kann.
- Warum betreiben wir Storytelling? Seit 25.000 Jahren teilen wir von Generation zu Generation Geschichten.
- Geschichten wecken Emotionen, sie rufen Bilder herovr, sie sind unterhaltsam und sie referieren auf unsere Erfahrungen.
- Aber: und das ist nun besonders wichtig für die Kommunikation: sie zielen auf unser Unterbewusstsein und verankern dadurch Informationen.
- Denn: geschichten verkaufen
- Ich könnte Ihnen jetzt erzählen das ist eine Lampe von Philips, die Tageslicht simuliert, hat 10.000 Lux, kostet 200 Euro. Da Tageslicht vor allem im Winter zu kurz kommt, sollte man diese kaufen. Oder ich könnte die lampe in eine Geschichte verpacken.
- With the story of the „Most nordic town in the world“ living for so long in the dark, there was interest. There was coverage. And sales went up to 20%+. This is a great example of storytelling. 40 Mio media coverage Social media engagement growth was enorm: 800.000 saw the video on youTube, Facebook fans grow up to 10.000 in the first weeks Market shares improved: Consideration rate grow e.g. in Sweden up to 17% A negative trend was stoped and turned into positive: Philips grew the entire market with 21.7% in value and 29% in volume, increased its market share to + 90% levels
- Geschichten erzählen, die begeistern, sodass sie weitererzählt werden. Und das in Bezug zu einer Marke oder einem Unternehmen. Weil am Ende des Tages wollen wir, dass Menschen unsere Produkte oder Dienstleistungen nutzen bzw. kaufen.
- Und wie geht man das nun an?
- Jemand, der das wahrscheinlich unbewusst ist der Tischler aus einem kleinen oberösterreichischen Dorf, den den obdachlosen Miroslav eingestellt hat.
- The Story of Rose Dawson Calvert, survivor of the sinking Titanic, and her greatest love. The Story of former marine Jake Sully - how he overcomes his disability and finds back into life. The Story of captain Jack Sparrow and his desire for independence.
- Other examples for great meaningful brands: Siemens: „The technology pioneer that helps people change their world for the better.“ Philips: „We seek to improve the quality of people’s lives through focusing on their health and well-being. Quite simply, we want to help people live a healthy, fulfilled life.” IBM: „Dedicated to every clients success. Innovation that matters – for our company and for the world. Trust and responsibility in all relationships.“
- Every story needs a hero … “The protagonist is a willful character.” “The protagonist has a conscious desire.” “The protagonist must be empathic; he may or may not be symathetic.” … Empathetic means “like me”. Deep within the protagonist the audience recognize a certain shared humanity.” Robert McKee … and there are other protagonists, other roles in a good story.
- Target: To raise awareness for the Sennheiser Gaming headsets: G4ME ZERO Series Idea: To reach the right target group Sennheiser joined forces with a well-known Gaming Brand IO Interactive (IOI) and their Hitman game The idea was born to create unique content and promote the gaming headsets in a comic – since gamers passion are comics as well Fuirhermore the idea was extended to not only create content which raises awareness for the gaming headsets but to include the gamers into the content creation process A comic character, Mini-Agent 47, was created and developed a first comic strip with a cliffhanger The participants could then spin the story further and submit their ideas how to tell the comic plot further A Sennheiser & IOI jury picked the best proposal and that was turned into the next comic episode - all in all 4 additional episodes were produced The activity was hosted mainly on Facebook The campaign was circulated through posts and calls to participate on the Sennheiser Gaming Page as well as regional Sennheiser pages and IOI‘s Hitman Facebook Fan Page. Overall reach: more than 3.000.000 impressions The promoted Facebook posts performed exceptionally: Click-Through-Rate (CTR) of 6.9% on average*. The average costs per click were 0.04 EUR. Sennheiser Gaming’s Facebook Community gained 3000 new likes
- Bei Konflikt denken wir an Gute Zeiten schlechten Zeiten, Rosamunde Pilche Filme, Bravo Foto Love Story. Aber auch das ist gute Inspirationen für Content Creation.
- Ziel: Junge Landwirte, Landwirtschaftsschüler bewegen zum Feldtag zu gehen 600.000 erreichte User 81.500 Fotoaufrufe 1.202 Kommentare Zur Mär, die Jungen würden Facebook nicht mehr nutzen: Die meiste Interaktion kam von den 13-24 jährigen.
- Denken sie an eine gute Geschichte und deren Bausteine, das kann eins zu ein übersetzt werden für Storytelling für ein Unternehmen. Protagonisten, Was ist die Geschichte, und was ist der Handlungsstrang.
- Und wenn wir uns ehrlich sind, wie kommunizieren die meisten von uns. Wir sprechen ganz groß über unser Unternehmen oder unser Produkt. Dann über, das was es kann. Der Nutzung oder das gelöste Problem wird entweder am Rande oder meist gar nicht erwähnt. Diesen Ansatz können sich nicht mal mehr Coca Cola oder McDonald’s erlauben, die eine starke Brand haben. Und vor allem die machen es auch vor:
- Den Kunden oder Konsumenten interessiert, welchen Nutzen er hat, welchen Konfilkt er mit meiner Hilfe als Unternehmen lösen kann. Erst dann, welche Features es hat und noch nachrangiger von wem es ist.
- http://www.youtube.com/watch?v=T7PK8sWwixI&list=PL5005E0999AA57B06&index=3&feature=plcp
- Und als kleine Eselsbrücke, denken sie einfach immer an Terminator
- 1 Held und ein Konlikt, die Situation spitzt sich zu und am ende siegen die Guten über das Böse. Das können sie in einem Film, einem Video, einem Text, aber auch einem Bild erzählen.
- Sie können Emotionen aber auch mit einer No-budget Idee ansprechen: 2000 Likes, über 100 Shares, 70 Kommentare
- Girls can get everywhere – they even can become President or Cancelor of Germany. Like Angela Merkel. This „One in a kind“„Merkel Barbie“ made headlines and huge coverage. You see here a douple page of STERN – one of Germanys most popular news magazines. Coverage up and positive: 405 million media impressions Sales up compared to year before
- Marilyn Monroe, at the movie set for „The Seven Year Itch“ Sept 9, 1954 Photographer: Mathew Zimmermann
- First man on the Moon (Edwin Aldrin) July 20-21, 1969 Photographer: Neil Armstrong
- Fall of Berlin Wall November 10, 1989 Photographer: Andreas Springer
- Prince Charles and Diana Spencer Marriage July 29, 1981 Photographer:
- Prince William and Kate Middleton Marriage April 29, 2011 Photographer: GEOFF CADDICK/AFP/Getty Images) This are the most iconic and remarkable images in the world. You all have seen them. You all have an emotion looking at them. You all know – more ore less – the story behind them. And one other important fact here: People around the world share emotions and knowledge around this images. Worldwide. There is a global canon of images. A canon which we – in marekting – can tapp into and use! Think about this powerfull asset, when you work on an international project.
- Soweit, dass Informationen, die früher über Pressemitteilungen ausgeschickt werden, werden nun mit Bilder über Instagram angekündigt. Sowie wie Kim Kardashian
- Behind the Preplanned Oscar Selfie: Samsung's Ad Strategy Marketer Spent Nearly $20 Million on Ad Time—and Got Product Placement for Galaxy Phone It's no accident that Ellen DeGeneres used a Samsung Galaxy Note. The WSJ's Min-Jeong Lee has the details. Photo: ABC By Suzanne Vranica Samsung Electronics Co. spent an estimated $20 million on ads to run during breaks in the Academy Awards broadcast on Sunday night. But Samsung may have got more promotional mileage from Oscars host Ellen DeGeneres during the show itself. Ms. DeGeneres toyed with a white Samsung phone during the broadcast, including when she handed a Galaxy Note 3 to actor Bradley Cooper so he could take a "selfie" photo of himself and other stars including Brad Pitt, Meryl Streep, Kevin Spacey and Jennifer Lawrence surrounding the host. While the stunt felt spontaneous, it wasn't entirely unplanned. As part of its sponsorship and ad pact for the Oscars with ABC, the TV network airing the show, Samsung and its media buying firm Starcom MediaVest negotiated to have its Galaxy smartphone integrated into the show, according to two people familiar with the matter. ABC is a unit of Walt Disney Co. Samsung gave ABC smartphones to use during the broadcast and was promised its devices would get airtime, these people said. At least one of the product plugs was planned: during the "red carpet" preshow, ABC ran a clip of six aspiring young filmmakers touring Disney Studios. The group were seen in the video using Samsung devices. The origin of the "selfie" shot was a little different. Ms. DeGeneres, in the days leading up to the broadcast, decided she wanted to take "selfies" during the show and ABC suggested she use a Samsung since it was a sponsor, another person familiar with the matter said. During rehearsals Samsung executives trained Ms. DeGeneres on how to use the Samsung Galaxy, two people familiar with the matter said. "It was a great plug for the Samsung brand," said Allen Adamson, managing director at Landor Associates, a branding firm owned by WPP PLC. "Ellen's selfie is going to be more impactful than their commercials. You can't buy that magic of going viral," he added. Having products appear in a program—product placement—has been a part of the TV business since the early days of the medium. But it has become a more popular marketing technique in recent years as ad-skipping via digital video recorders has prompted marketers to look for ways to break free of the confines of the commercial break. Ad-skipping is far less common during an event like the Academy Awards, which most viewers are watching live. Even so, advertisers say, product placement combined with ad buys help viewers better remember the products being promoted. At the same time, TV networks typically reserve such product placement for big spending advertisers, media buyers say. Samsung was one of the biggest sponsors of this year's Oscars broadcast, buying five minutes of commercial time. While Samsung declined to comment on the financial details of its ad deal with ABC, ad tracker Kantar Media estimates that advertisers were paying roughly $1.8 million for 30 seconds worth of Oscar ad time this year. That implies Samsung could have spent $18 million on ad time this year. By comparison, the company spent a total of $24 million advertising on the Oscars since 2009, according to Kantar. The cost of the product placement was included in Samsung's overall package, said one person familiar with the situation. Helping reinforce the value of the plug was Ms. DeGeneres' tweeting of the selfie. It was retweeted nearly 3 million times as of Monday afternoon. While the tweet didn't mention Samsung, the fact it was taken by a Samsung phone was clear on the TV screen at the time. At one point Samsung was getting about 900 mentions a minute on social media, according to Kontera, a company that tracks content on social media sites. Still, as the lines between entertainment and advertising continue to blur ad experts warn that these overly promotional gimmicks could turn off consumers. So far, there has been few complaints about Samsung's Oscar plug. Kontera said that 23% of the online commentary around the "selfie" on social media has been positive and about 69% of the comments have been neutral. Only 8% of the comments were negative, the company added. The Samsung stunt didn't come off without a hitch: many people were quick to note on Twitter that the Oscar host was also tweeting during the evening with rival Apple's iPhone. Samsung declined to comment about Ms. DeGeneres' iPhone usage. Samsung wasn't the only brand that got a big plug last night. Ms DeGeneres ordered pizza for some in the audience from Big Mama's and Papa's Pizzeria in Los Angeles. The boxes carried a Coca-Cola logo, which didn't advertise during the program. Rival Pepsi was an Oscar advertiser. "Big Mama's and Papa's Pizzeria getting a thank-you note tomorrow," read a tweet sent out last night from Wendy Clark, Coca-Cola's senior vice president of integrated marketing communications. Write to Suzanne Vranica at suzanne.vranica@wsj.com
- Ellen DeGeneres shows in her talk show after the Oscars again the Samsung Gallaxy. Samsungs offers her 1 to 2 Million Dollar to be donated to an organization of Ellens´choice.
- Philips Future of Light Jedes Monat Analyse über alle Plattformen: Worüber sprechen die Influencer, in welche Segmente kann man sie teilen Why it worked Again, we see the success of the Earth Day post on Facebook- confirming that this audience engages well with key date tie-ins. The luminous ceiling post has also been well engaged this month due to its’ light-hearted tone (‘this lighting concept will go right over your head’) Express opinion and make bold statements, predictive claims where possible Buzz Feed style language is well received NOT only Philips owned Content