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Content marketing & Storytelling: how to make your story stick

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Why do the video presentations of Steve Jobs get thousands of views? How is it that organizations like Google or Lego manage to project a consistent image? Simple: through storytelling. Whoever succeeds in telling compelling stories, causes the vision and mission of their organization to lingers in the minds of the audience.

The stories that organizations shine light on make the brand tangible. A good storyteller takes his audience on a journey, and leave them being inspired and motivated.
But how do you translate that into concrete presentations, pitches or strategies?

Kristien Vermoesen brings you the tips and tricks of storytelling. How do you view your company? And how do you build a presentation so your entire message comes across clearly, interestingly and accurately. Storytelling is an almost indispensable tool in the modern business context. What can we learn from the storytelling of other organizations? Good campaigns on YouTube or even Snapchat? And what is there to learn from Martin Luther King?

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Content marketing & Storytelling: how to make your story stick

  1. 1. THAT WAS MY STORY
  2. 2. STORYTELLING: 4 THINGS YOU NEED TO KNOW LEUVEN MINDGATE 21.03.2017
  3. 3. FOUNDER FINN & MUSTR AMBASSADOR FEMALE ENTREPRENEUR- SHIP WHO AM I?
  4. 4. CLIENTS
  5. 5. START WITH THE VISION #1
  6. 6. ELON MUSK – A MAN WITH VISION(S)
  7. 7. “So, in short, the master plan is: • Build sports car • Use that money to build an affordable car • Use that money to build an even more affordable car While doing above, also provide zero emission electric power generation options. Don't tell anyone.” ELON MUSK, 02.08.2006
  8. 8. SPACE X
  9. 9. Because you need to be able to explain very clearly to your stakeholders what your company wants to achieve and why. The answer: “we just want to make money” is generally not good enough (unless you launch a hedge fund). A mission allows you to talk about all the great things that you will do in the future, and allows you to explain how fast you are advancing towards that goal. A mission is also a lot more exciting than talking about products, services or features. WHY DO I NEED A VISION/MISSION AND VALUES?
  10. 10. OH YES, BUT THAT’S ELON MUSK
  11. 11. TAKE A LOOK AT THIS COMPANY (2011)
  12. 12. AND THIS ONE (2016)
  13. 13. VISION ATLAS COPCO: ‘THERE IS ALWAYS A BETTER WAY’
  14. 14. THE DIFFERENCE? PROACTIVE COMMUNICATION WITH  A VISION  LOTS OF STORIES
  15. 15. BEFORE WE CONTINUE, HERE IS SOMETHING YOU NEED TO KNOW ABOUT INFLUENCE #2
  16. 16. HOW PEOPLE THINK INFLUENCE WORKS
  17. 17. HOW INFLUENCE ACTUALLY WORKS
  18. 18. HOW INFLUENCE ACTUALLY WORKS
  19. 19. HOW INFLUENCE ACTUALLY WORKS
  20. 20. HOW INFLUENCE ACTUALLY WORKS
  21. 21. HOW INFLUENCE ACTUALLY WORKS
  22. 22. HOW INFLUENCE ACTUALLY WORKS
  23. 23. HOW INFLUENCE ACTUALLY WORKS
  24. 24. HOW INFLUENCE ACTUALLY WORKS
  25. 25. HOW INFLUENCE ACTUALLY WORKS
  26. 26. VIRALITY OF INFORMATION IN A NETWORK: Q(I)XQ(R)=V QUALITY OF YOUR RELATIONSHIP (R) QUALITY OF YOUR INFORMATION (I)
  27. 27. BE INTERESTING: PICK A JOURNALIST’S MIND #3
  28. 28. HOW JOURNALISTS (AND READERS) THINK
  29. 29. NEWNESS // CREATING NEWS
  30. 30. UNUSUALNESS
  31. 31. HUMAN INTEREST
  32. 32. TIMELINESS
  33. 33. PROMINENCE
  34. 34. HYPE // (CREATING) SIGNIFICANCE
  35. 35. PROXIMITY
  36. 36. CONFLICT
  37. 37. LET’S TRY!
  38. 38. WHAT MAKES THIS INTERESTING?
  39. 39. WHAT MAKES THIS INTERESTING?
  40. 40. WHAT MAKES THIS INTERESTING?
  41. 41. WHAT MAKES THIS INTERESTING?
  42. 42. WHAT MAKES THIS INTERESTING?
  43. 43. WHAT MAKES THIS INTERESTING?
  44. 44. CATCH WAVES
  45. 45. EXAMPLE
  46. 46. BEWARE OF PANCAKES #4
  47. 47. WHEN YOU START WRITING: BEWARE OF PANCAKES
  48. 48. YOU MIGHT GET THIS:
  49. 49. USE GOOGLE SCHOLAR ALERTS READ VERTICAL MEDIA FOLLOW INFLUENCERS ON SOCIAL MEDIA RESEARCH
  50. 50. BEFORE YOU START: THINK ABOUT YOUR ANGLE ANGLE
  51. 51. SURPRISE
  52. 52. “IT HAS LONG BEEN THOUGHT THAT A THEORIST IS CONSIDERED GREAT BECAUSE HIS THEORIES ARE TRUE, BUT THIS IS FALSE. A THEORIST IS CONSIDERED GREAT, NOT BECAUSE HIS THEORIES ARE TRUE, BUT BECAUSE THEY ARE INTERESTING” – MURRAY DAVIS SURPRISE
  53. 53. What seems good, is actually bad What seems local, is actually global What seems individual, is actually universal What seems a success, is actually a failure -> contradictions & paradox work -> stay away from ‘idées reçues’ SURPRISE
  54. 54. USE MINDMAPPING
  55. 55. DON’T SHY AWAY FROM EMOTIONS
  56. 56. THINK ABOUT AN EMOTIONAL OUTLINE!
  57. 57. A FEW PROTOTYPES FROM THE PREACHER’S HANDBOOK
  58. 58. "THIS PROCESS OF CLASSIFICATION HAS A SURE INTEREST BECAUSE IT HAS DEEP ROOTS IN THE NATURE OF THE MIND, AS DEVELOPED THROUGHOUT HISTORY." THE CLASSIFICATION
  59. 59. “THE SKYROCKET BEGINS ON THE GROUND, RISES TO A HEIGHT, THEN BREAKS INTO PIECES AND COMES DOWN TO EARTH AGAIN, OFTEN IN RED, WHITE AND BLUE STARS.” THE SKYROCKET
  60. 60. THE SKYROCKET
  61. 61. “THE CHASE IS ABOUT GETTING AN AUDIENCE TO EXPLORE A PROBLEM AND PURSUE A SOLUTION RATHER THAN MERELY ANNOUNCING THE RESULT TO THEM.” THE CHASE
  62. 62. THE CHASE
  63. 63. BUT: DON’T FORGET
  64. 64. IT ALL STARTS WITH THE VISION BUT: DON’T FORGET
  65. 65. NOW IT’S YOUR TURN!
  66. 66.  WRITE DOWN THE VISION OF YOUR ORGANISATION  USE THE STORYMODEL TO FIND 3 INTERESTING STORIES THAT TRANSLATE THIS VISION  FIND AN ANGLE FOR THESE STORIES  FIND A ‘FORM’ TO TELL THOSE STORIES 4 QUESTIONS
  67. 67. PING ME! DID YOU LIKE OUR PRESENTATION? DON’T THANK ME – SAY SOMETHING NICE ABOUT IT AND PAY IT FORWARD. KRISTIEN VERMOESEN CO-FOUNDER FINN TWITTER: @KRIS10VERMOESEN SKYPE: KRISTIEN.VERMOESEN KRISTIEN.VERMOESEN@FINNPR.COM QUESTIONS? COMMENTS? FEEDBACK?

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