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Dal Carosello a Facebook Diario: torniamo a raccontarci in rete

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Presentazione del workshop "Dal Carosello a Facebook Diario: torniamo a raccontarci in rete" all'interno dell'evento "Web e Territorio. Le opportunità della rete per il turismo in Piemonte" organizzato dall'Ente Turismo Alba Bra Langhe Roero
http://www.langheroero.it/Sezione.jsp?titolo=Turismo%20e%20Web%202.0&idSezione=733

Published in: Business
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Dal Carosello a Facebook Diario: torniamo a raccontarci in rete

  1. 1. Original photo CC @umjanedoan
  2. 2. Credits http://www.flickr.com/photos/kuntz/184300938/
  3. 3. The Narrative Turn Il continuo bombardamento di informazioni e stimoli fa riemergere la voglia e il bisogno di ascoltare e di farsi ascoltareCredits http://www.flickr.com/photos/mikegrenville/
  4. 4. Il Ritorno delle Favole
  5. 5. Il Ritorno delle Favole
  6. 6. Il Ritorno delle Favole
  7. 7. Il Ritorno delle Favole
  8. 8. Perché parliamo di Storytelling oggi?
  9. 9. C’era una volta il Carosello
  10. 10. “Qui sotto c’è qualcosa”http://www.youtube.com/watch?v=_sEgo7pPDWE
  11. 11. Perché tanto interesse?
  12. 12. “Nel 2008 un investitore pubblicitario dovevaspendere circa il doppio rispetto al 1991 per ottenere gli stessi risultati media” [Fonte Invertising]
  13. 13.  Invasività degli annunci pubblicitari Pluralizzazione dei mezzi di comunicazione Sfiducia negli editori
  14. 14. La pluralizzazione dei mezzi di comunicazione si riflette anche sull’identità del brand che siframmenta nei diversi ambienti digitali
  15. 15. Storytelling come soluzione?Credits Ben Heine
  16. 16. “Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.” (Rocket Watcher)
  17. 17. “Consumiamo per essere qualcosa e qualcuno, peresprimere parti delle nostre identità frammentate e pervase dall’incertezza”
  18. 18. “Le storie ci aiutano a creare un racconto uniforme e coerente,generare micro-narrazioni ad hoc per i prodotti, e posizionarci concretamente nel mercato e nella mente degli stakeholder”
  19. 19. “Se riusciamo ad inglobare qualcuno nella narrazione allora riusciamo a controllarlo”
  20. 20. Il Caso BurberryBrand perception a rischio
  21. 21. Memorabilità
  22. 22. Coinvolgimento
  23. 23. Coinvolgimento
  24. 24. Coerenza
  25. 25. Controllo (o Cura?)
  26. 26. Per Fiduciahttp://www.perfiducia.com/it/
  27. 27. Back to Basics
  28. 28. La Variabile TempoIn un mondo in cui la risorsa più preziosa sembra essere il tempo, la comunicazione intuisce il bisogno di calma e allunga i tempi da dedicare al brand
  29. 29. La Variabile Tempohttp://youtu.be/jgvx9OfZKJw
  30. 30. La Variabile SceltaIo non sono il tuo target. Io ti scelgo.
  31. 31. La Variabile SpazioTrovami (PUSH), emozionami, e io ti cercherò (PULL).
  32. 32. L’ingrediente chiave è l’emozionehttp://youtu.be/_E9WT6n8y2A
  33. 33. I Social Media introducono l’elemento umanoDalla SUPREMAZIA NARRATIVA alla CONDIVISIONE NARRATIVA
  34. 34. The best job in the world
  35. 35. The best job in the worldhttp://youtu.be/SI-rsong4xs
  36. 36. Storytelling e Turismo“Fino a ieri le destinazioni raccontavano storie di se stesse, oggi le destinazioni sono invece quello che le persone raccontano di loro”
  37. 37. Ascoltiamo i racconti
  38. 38. Valorizziamo i racconti degli altri
  39. 39. APT Basilicata: Digital Diary
  40. 40. APT Basilicata: Digital Diaryhttp://youtu.be/UUap7orgvpU
  41. 41. My Own Private Milano
  42. 42. My Own Private Milano
  43. 43. My Own Private Milano
  44. 44. My Own Private Milano
  45. 45. Inspired by Iceland
  46. 46. Inspired by Iceland
  47. 47. Qual è il nostro ruolo nel racconto? Nelle Storie non esistono solo i Protagonisti. Il territorio abilita la narrazione, è un enabler
  48. 48. Il Tour “Angeli e Demoni”
  49. 49. “Guida alla Barcellona di C. R. Zafon”
  50. 50. Le Guide WhaiWhaihttp://youtu.be/whyt45BVl-g
  51. 51. Raccontare una storia con i Social MediaCredits http://www.flickr.com/photos/34537752@N02/6896205845/
  52. 52. Facebook Diariohttp://youtu.be/hzPEPfJHfKU
  53. 53. Il Diario di Tiffany
  54. 54. Coca Cola: Your Stories
  55. 55. Coca Cola: Your Stories
  56. 56. Red Bull “let’s play a game”
  57. 57. Fanta: Lost in xxxx
  58. 58. Il Nuovo Crisis Management
  59. 59. Google +
  60. 60. Le Storie di Twitter
  61. 61. Google “Cosa Cerchi Oggi?”http://www.youtube.com/user/cosacerchioggi
  62. 62. Google “Cosa Cerchi Oggi?”
  63. 63. I Social Media per raccontare una Storiahttp://youtu.be/DVKnKt4t-ig
  64. 64. Storify
  65. 65. Storify
  66. 66. Storify: Citroen Social Car
  67. 67. Qual è la tua Storia?Credits hhttp://www.flickr.com/photos/53423976@N08/6098740577/
  68. 68. To be continued BIBLIOGRAFIA “Web Storytelling. Costruire storie di marca nei social media” di Joseph Sassoon “Marketing Narrativo. Usare lo storytelling nel marketing contemporaneo” di Andrea Fontana, Joseph Sassoon, Ramon Soranzo “Invertising” di Paolo Iabichino TESI “La comunicazione aziendale nell’era dello Storytelling: la narratologia come nuovo strumento di management” di Cristina Fona SITOGRAFIA http://www.storytellinglab.org/ http://www.youngdigitallab.com http://www.ninjamarketing.it http://lucadelladora.com
  69. 69. GrazieCredits @diletta(nonèunnick)

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