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The Lemon Scented Tea
Storytelling Expeditions 2015
Hoe wordt storytelling ingezet door top merken zoals:
Red Bull, Heinek...
nl.linkedin.com/in/gijsbregtvijn
twitter.com/gijsbregtvijn
slideshare.net/gijsbregtvijn
The Storytelling
Agency
1. The Story Telling Expeditions 2015
Why the
Storytelling
Expeditions?
Who was
involved?
Story
mining
Story
creation
Story
doing
2. The insights
Why is it so popular?
Transparency
Meaning
Speed
Variety
How do Marketeers
define storytelling?
Het is a way of working that demands manpower,
thinkpower and a lot of flexibility (Story + Telling)
The story is the glue between the inside
and the outside of a company
Where does the story start?
Board
Senior Management
Middle Management
Employees
Consumers
Credibility is key
Organizing the story
Break through
vertical silos and put
the story at the centre
Does the story needs to be
true?
Does the story need to be true?
True marketing story
Does the story need to be true?
True marketing storyNeeds to be engaging and fits the brand
Live the story
The story embed in business model
Tekst hierStory proven by activation and good behaviour
Managing the story
Don’t ask for approval.. sometimes it is better to
ask for forgiveness afterwards
Increase adaptability in objectives,
organisation and budget
The data behind the story
More knowledge means more customization
(cost vs profit)
Put bottom up client needs at the centre
3. Practical tool
The storytelling
framework
4. The storytelling key take outs!
(in Dutch)
1 Vind je verhaal en neem je mensen mee in de ontwikkeling van je verhaal (mining)
2 Krijg het verhaal zo hoog mogelijk ve...
6. Toets alles op relevantie, onderscheid en geloofwaardigheid.
7. Nodig je consument uit en zorg dat het iets van hen wor...
THANK YOU
Want the presentation?
Leave your details at the door please.
nl.linkedin.com/in/gijsbregtvijn
twitter.com/gijsb...
Presentatie Adfo Live Gijsbregt Vijn
Presentatie Adfo Live Gijsbregt Vijn
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Presentatie Adfo Live Gijsbregt Vijn

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This summer the storytelling agency Lemon Scented Tea organised the Storytelling Expeditions. During these expeditions three forms of storytelling were discussed. The outcomes were presented by Gijsbregt Vijn at Adfo Live. Here is his presentation.

Published in: Marketing
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Presentatie Adfo Live Gijsbregt Vijn

  1. 1. The Lemon Scented Tea Storytelling Expeditions 2015 Hoe wordt storytelling ingezet door top merken zoals: Red Bull, Heineken, KPN, Diageo, Nuon, Red Wing, Sanoma, Joolz. Advolive 2015 / Gijsbregt Vijn
  2. 2. nl.linkedin.com/in/gijsbregtvijn twitter.com/gijsbregtvijn slideshare.net/gijsbregtvijn The Storytelling Agency
  3. 3. 1. The Story Telling Expeditions 2015
  4. 4. Why the Storytelling Expeditions?
  5. 5. Who was involved?
  6. 6. Story mining Story creation Story doing
  7. 7. 2. The insights
  8. 8. Why is it so popular?
  9. 9. Transparency
  10. 10. Meaning
  11. 11. Speed
  12. 12. Variety
  13. 13. How do Marketeers define storytelling?
  14. 14. Het is a way of working that demands manpower, thinkpower and a lot of flexibility (Story + Telling)
  15. 15. The story is the glue between the inside and the outside of a company
  16. 16. Where does the story start?
  17. 17. Board Senior Management Middle Management Employees Consumers
  18. 18. Credibility is key
  19. 19. Organizing the story
  20. 20. Break through vertical silos and put the story at the centre
  21. 21. Does the story needs to be true?
  22. 22. Does the story need to be true? True marketing story
  23. 23. Does the story need to be true? True marketing storyNeeds to be engaging and fits the brand
  24. 24. Live the story
  25. 25. The story embed in business model
  26. 26. Tekst hierStory proven by activation and good behaviour
  27. 27. Managing the story
  28. 28. Don’t ask for approval.. sometimes it is better to ask for forgiveness afterwards
  29. 29. Increase adaptability in objectives, organisation and budget
  30. 30. The data behind the story
  31. 31. More knowledge means more customization (cost vs profit)
  32. 32. Put bottom up client needs at the centre
  33. 33. 3. Practical tool
  34. 34. The storytelling framework
  35. 35. 4. The storytelling key take outs! (in Dutch)
  36. 36. 1 Vind je verhaal en neem je mensen mee in de ontwikkeling van je verhaal (mining) 2 Krijg het verhaal zo hoog mogelijk verankerd (boardroom) 3 Bewijs je verhaal met je innovatie road-map en je servicepropositie 4 Brief niet op middelen maar op het centrale verhaal en ga daarna heel nauwgezet je communicatieplanning doen (wanneer, welke boodschap naar wie, via welk kanaal) 5 Gebruik PR en houd acceleratiebudget vrij in mediabestedingen
  37. 37. 6. Toets alles op relevantie, onderscheid en geloofwaardigheid. 7. Nodig je consument uit en zorg dat het iets van hen wordt. 8. Houd het eenvoudig ‘bite size’: ga geen lange verhalen vertellen met allerlei hoofdstukken: elk hoofdstuk moet het gehele verhaal vertellen. 9. Geef zorg aan hoe je het verhaal vertelt. Devil is in the details. 10. …
  38. 38. THANK YOU Want the presentation? Leave your details at the door please. nl.linkedin.com/in/gijsbregtvijn twitter.com/gijsbregtvijn slideshare.net/gijsbregtvijn

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