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Raccontare storie, non favole. Lo Storytelling per vendere.

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Come si fa Storytelling? Consigli, case history e piattaforme per vendere attraverso i racconti. Presentata alla Scuderia di Formazione di Fiordirisorse.

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Raccontare storie, non favole. Lo Storytelling per vendere.

  1. 1. Raccontare storie, non raccontare favole Lo Storytelling per vendere Cristiano Carriero | Scuderia di formazione, 29 settembre 2014
  2. 2. È più facile inviare ad un amico una pubblicità o una bella storia?
  3. 3. C’era una volta…
  4. 4. Fermi tutti, non abbiamo tempo per raccontare il passato
  5. 5. Le aziende non possono più limitarsi a descrivere prodotti, il pubblico deve innamorarsi di una filosofia.
  6. 6. E fino qui siamo tutti d’accordo. Adesso è arrivato il momento di capire come raccontare queste storie.
  7. 7. Porre il brand o il servizio all’interno di una trama che coinvolga il pubblico
  8. 8. L’uso di storie può far sì che nelle persone si sedimenti ciò che state dicendo, attraverso l’esperienza.
  9. 9. Ma mettiamo da parte le favole e andiamo a vedere come lo storytelling ha cambiato il mondo dell’ADV
  10. 10. Mi stai dicendo che lo storytelling non è una moda passeggera?
  11. 11. No amico mio, la narrazione è cosa antica
  12. 12. Oggi il copywriter deve adeguarsi alle piattaforme social. Cambiato il mezzo, cambia il linguaggio.
  13. 13. Adeguarsi alla semplicità è una sfida
  14. 14. Vi sarà capitato di leggere almeno un post di Gianni Morandi questa estate…
  15. 15. Uno che non fa Selfie
  16. 16. Ma autoscatti…
  17. 17. Un milione di like su Facebook ! - nessun account ufficiale su Twitter - tutti i contenuti della pagina caricati sulla piattaforma - usa Facebook come lo usano i fan (è così difficile?) - usa molte foto (87% interazioni di facebook)
  18. 18. Gianni non è un social media strategist
  19. 19. 1) Il racconto è autentico 2) La regolarità quotidiana 3) È sempre sul pezzo (attualità) 4) Il privato è pubblico 5) Risposta ai commenti
  20. 20. Cosa c’è da imparare da questa storia?
  21. 21. Che uno storytelling di successo non è altro che la trasposizione digitale di un’abitudine analogica.
  22. 22. Usiamo un linguaggio semplice diretto e familiare, in grado di trasmettere e suscitare emozioni
  23. 23. La narrazione è un processo strategico di costruzione del valore
  24. 24. A tutti piacciono le storie specialmente se fatturano
  25. 25. Impariamo a raccontarle a diversi livelli
  26. 26. Per esempio un marchio alimentare può raccontare: - primo livello: ricette e gusti - secondo livello: occasioni di utilizzo - terzo livello: il tuo tocco (la personalizzazione) - quarto livello: uno stile di vita, come quello salutistico
  27. 27. Oggi le storie si raccontano con video, foto, interviste, e-book, landing page
  28. 28. Lo Storytelling è anche visual
  29. 29. Ciò che conta è essere autentici. Scendere dal pulpito.
  30. 30. Quando entrate al bar di cosa parlate?
  31. 31. O dal barbiere Il luogo dello Storytelling. Per eccellenza.
  32. 32. Ma torniamo in azienda. Case history ne abbiamo?
  33. 33. Write the future
  34. 34. Case history no profit - action aid
  35. 35. Storytelling è quindi “Semplificare per amplificare”
  36. 36. “Con l’iPod avrete 1000 canzoni in tasca”
  37. 37. Ricordate che: - serve uno scopo - la storia deve essere semplice - deve avere una struttura e una trama definite - va usato lo strumento giusto - bisogna coinvolgere il pubblico - bisogna essere autentici
  38. 38. Una storia che viene dal calcio…
  39. 39. Dicembre 2013
  40. 40. Maggio 2014
  41. 41. In sostanza, come posso aiutarvi?
  42. 42. Valutiamo insieme la storia giusta e gli strumenti ideali per raccontarla
  43. 43. Bisogna provare, provare, provare. Esercitarsi, sporcarsi le mani, individuare una strategia, cambiarla.
  44. 44. Quindi tu di lavoro che fai?
  45. 45. Racconto storie, non favole. Sono a vostra disposizione per:
  46. 46. ! - Storytelling - Visual Storytelling - Copywriting - Social media marketing - Formazione
  47. 47. Domande?

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