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'Foodtelling' - raccontare il food in modo coinvolgente

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Speech a SMAU Milano sul food marketing e sulla narrazione di food attraverso tools narrativi e realtà mediata

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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'Foodtelling' - raccontare il food in modo coinvolgente

  1. 1. Foodtelling Raccontare l’esperienza
  2. 2. Ciao! 2 Sono Simonetta Pozzi Membro operativo dell’Osservatorio di Storytelling dell’Università di Pavia e formatore professionista AIF delegazione Piemonte e Valle d’Aosta Ecco i miei contatti: simonettapz@gmail.com www.simonettapozzi.it
  3. 3. L’associazione internazionale per la professionalità nel Web INTERNATIONAL WEB ASSOCIATION
  4. 4. FOODTELLING?
  5. 5. Mondo food Che cos’è cambiato negli ultimi anni? Photo by Nick Fewings on Unsplash
  6. 6. Ho introdotto delle coccole per i miei clienti oltre al menu, perché il cibo è esperienza e ti deve far pensare mentre assapori un nuovo abbinamento. Roberto Rollino Ristorante La femme – San Bartolomeo al Mare
  7. 7. Ricerco anche materiali insoliti per le mie presentazioni: ardesia, attrezzi non propriamente da cucina Roberto Rollino
  8. 8. ● Food → divertimento - sempre più un fenomeno urbano ● Tempi veloci ● Consumi fuori casa pareggiano o superano quelli in casa. ● Cucina → luogo d’incontro tecnologico ● #FreeDorothy
  9. 9. Marketing esperienziale La relazione è sempre più esperienziale e legata allo stile di vita. Non più consumatori, ma persone. Photo by Nick Fewings on Unsplash
  10. 10. Linguaggio Food è il linguaggio di comunicazione del nostro tempo. Esperienza deve essere comunicabile e fotografabile Photo by Nick Fewings on Unsplash
  11. 11. Da #foodporn alla #darkcuisine - #uglyfood movement 210.672.826 post
  12. 12. Design Dal Food design all’Experience Design Photo by Nick Fewings on Unsplash
  13. 13. Ricerche Partiamo dai dati 14
  14. 14. 15 Millennials e Generazione Z & food 76% dei Millennials e il 78% della Generazione Z non transige riguardo al binomio cibo / qualità. Ricerca “Next Generation tra fisico e digitale” by Osservatorio PwC - Philip Kotler Marketing Forum
  15. 15. 16 Festival del giornalismo alimentare Torino marzo 2019 63% dei turisti enogastronomici vuole visitare luoghi di produzione con esperienza arricchita da VR e AR
  16. 16. AR/VR Innovation Report | August 2019 Register for XRDC 2019
  17. 17. 18 Webinar VR/AR Association 08/05/19 AR user da 37 mio nel 2017 a 85 mio nel 2021 VR user da 11 mio nel 2017 a 30 mio nel 2021
  18. 18. 19 Webinar VR/AR Association 08/05/19 55% Marketers ha inserito nella strategia o sta sperimentando
  19. 19. Experiences Momenti da vivere e comunicare 20
  20. 20. Sonia Factory Milano Un’esperienza di gusto, di network e di amicizia
  21. 21. ‘Bigger than the Plate’ Exposition and experience Estate 2019
  22. 22. Conoscere il food design: dalle applicazioni industriali a quelle domestiche con un’attenzione particolare all’economia circolare e sostenibilità e anche una curiosa food experience live. Loci food lab
  23. 23. Strategia Partiamo dai nostri pubblici 27
  24. 24. 28 Marketing del cuore 28 mettere al centro e valorizzare le persone con le loro storie e le loro emozioni
  25. 25. 29 Definisci le caratteristiche e il tone of voice: ✓ carattere ✓ interessi ✓ comportamento ✓ stili di vita ✓ valori Personas personas
  26. 26. 30 Partendo da una base di “storylistening” crei una narrazione. Le storie nascono dai pubblici Ascolto 30
  27. 27. Mettiti nei panni del tuo pubblico. - Che cosa desidera in un’esperienza? - In che momento è della sua storia di vita? - Qual è il suo immaginario? - In quali valori si riconosce?
  28. 28. ✓ Qualità ✓ Sicurezza ✓ Sostenibilità ✓ Tradizione ✓ Innovazione ✓ Storicità Valori 32
  29. 29. ✓ Narrazioni su basi storiche ✓ Digital storytelling ✓ VR/AR stories Cosa 33
  30. 30. Racconti storici
  31. 31. Come venivano coltivati e consumati alcuni prodotti nel Medioevo? Come si producevano in epoca romana? Quali aneddoti? Storie basate su ricerche storiche 35
  32. 32. Digital Storytelling
  33. 33. Fashion e wine experience. Una series che coinvolge anche i FB followers. Immagini – testo - video SERIES
  34. 34. Realtà immersiva
  35. 35. Si vive un’esperienza e si acquisiscono più informazioni. - indossando un visore si è immersi in una narrazione - da un’etichetta, un leaflet si entra nel laboratorio, nell’azienda VR/AR stories 39
  36. 36. 40 Storytool e realtà immersiva comunicano ed esaltano la customer experience Mindset narrativo Come = Medium 40Photo by Marion Michele on Unsplash
  37. 37. Storytool e platform
  38. 38. Applicazioni disponibili su iOS e/o Android che contengono: ▪ Text ▪ Immagine ▪ Voice Storytool o story platform 42
  39. 39. Uno ‘scrollytelling’ (testo + immagini) da embeddare nel sito o nel blog. Suite Adobe Platform: Adobe Spark Page 43
  40. 40. Story platform creata a Brisbane, Australia e poi diffusa in tutto il mondo. 2015 vince ‘Start-up of the Year’ al PPA Digital Awards Platform: Shorthand 45
  41. 41. Tool narrativo di visual storytelling creato da Mombo Labs. Uno sfogliabile di storie visive da condividere nella community e creare engagement. Storytool: Steller 47
  42. 42. Una community: ✓ segui l’autore della storia ✓ metti mi piace sulle storie che ti hanno maggiormente impressionato ✓ condividi ✓ commenta ✓ crea delle raccolte ✓ esplora tra le categorie
  43. 43. Fashion e wine experience. Una series che coinvolge anche i FB followers. Immagini – testo - video TERRITORIO – FASHION - EXPERIENCE
  44. 44. FOOD - EVENTI
  45. 45. ✓ Coupon e promozioni ✓ Anteprima di nuovi prodotti ✓ Informazioni su vendite ed eventi speciali ✓ Tutorial ✓ “Dietro le quinte” di eventi o lavorazioni Utilizzo 51
  46. 46. Realtà virtuale e aumentata
  47. 47. 5353 Fonte: “A Taxonomy of Mixed Reality Visual Displays” a 1994 paper by Paul Milgram and Fumio Kishino Virtuality Continuum
  48. 48. 5454 5 W – VR/AR Association •Why- l’approccio immersivo è giusto per il mio pubblico? •How- ha senso utilizzare la realtà virtuale piuttosto che aumentata? •Who -saranno disposti ad usarla? •What -sarà un’esperienza di valore? •Where- la location/space sarà di supporto all’esperienza?
  49. 49. tour virtuali personalizzati, utilizzando video o foto 360° Hot spot con contenuti: ✓ voce narrante ✓ documenti pdf ✓ video ✓ mappe Storytelling 360° 55
  50. 50. Realtà virtuale immersiva Il contenuto da bidimensionale diventa sferico e lo spettatore è al centro Narrativa immersiva VR Storytelling 56
  51. 51. Realtà aumentata aggiunge informazioni al mondo reale. La narrazione è fruibile con smartphone e tablet. AR Storytelling 57 Photo by Patrick Schneider on Unsplash
  52. 52. J&B ‘J&B Rare Stories’ una saga in 4 episodi, web serie grafica in 360° VIRTUAL REALITY EXPERIENCE
  53. 53. Boursin Boursin® Sensorium 360 Virtual Reality Experience VIRTUAL REALITY EXPERIENCE
  54. 54. Sublimotion in Ibiza Il ristorante più costoso al mondo. Cucina molecolare + Vr experience VIRTUAL REALITY EXPERIENCE
  55. 55. Honeygrow Training experience per imparare il mestiere Per recruitment VIRTUAL REALITY TRAINING Image credit: Honeygrow and Klip Collective
  56. 56. City Social - London Augmented reality cocktail menu Experience AUGMENTED REALITY EXPERIENCE
  57. 57. Panarello Far vivere la produzione AUGMENTED REALITY EXPERIENCE
  58. 58. AUGMENTED REALITY EXPERIENCE Treasury Wine Estates (Australia)
  59. 59. AUGMENTED REALITY EXPERIENCE Coca Cola Experience con Ogilvy Mexico e VFX house Timber
  60. 60. AUGMENTED REALITY EXPERIENCE Tree by Naked in Yoyogi Park - Tokyo Experience durante la cena
  61. 61. AUGMENTED REALITY EXPERIENCE Facebook Effects https://www.facebook.com/PiotarBoa/videos/10215 983402650018/
  62. 62. Riassumiamo ✓ Brand Awareness ✓ Parlare ai Millennials e Generazione Z ✓ Fare cultura di un cibo e/o di un territorio ✓ Entertainment ✓ Formazione
  63. 63. Riassumiamo ✓ Individua ‘personas’ a cui ti rivolgi ✓ Scegli il tone of voice ✓ Definisci un budget ✓ Scegli con cura i tuoi partner (agenzia/fotografo e/o videomaker) ✓ Crea un brief dettagliato ✓ Costruisci una storia sul tuo prodotto e/o attività
  64. 64. simonettapz@gmail.com www.simonettapozzi.it 70 Grazie

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