Clickbaiting und iPad-Gewinnspiele kann mittlerweile (fast) jeder. Wie jedoch spannende und originelle Inhalte auf Facebook erzählt werden, die dennoch die kurze Aufmerksamkeitsspanne der Facebook-Junkies nicht überreizen, darum geht es in diesem Vortrag.
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
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
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)
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
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
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.
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.
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