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Keynote daniel bô grand prix du brand content 2016

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Grand Prix

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Keynote daniel bô grand prix du brand content 2016

  1. 1. 1 IDEES POUR UN BRAND CONTENT STRATEGIQUE
  2. 2. Le chat noir, hebdomadaire du cabaret de 1882 à 1897
  3. 3. 3 1. TENDANCE 2. MÉTHODES 3. FORMATS
  4. 4. 4 1. TENDANCE LA RUÉE VERS LES CONTENUS
  5. 5. Une bataille de mots BRAND CONTENT BRANDED ENTERTAINMENT BRAND PUBLISHING BRAND JOURNALISM BRANDED CONTENT STORYTELLING CONTENT MANAGEMENT ADVERTAINMENT INBOUND MARKETING NATIVE ADVERTISING CONTENT MARKETING
  6. 6. 6 Une nouvelle école des contenus
  7. 7. Une multiplication des acteurs
  8. 8. 8 2. MÉTHODES 5 APPROCHES POUR PILOTER LE CONTENU
  9. 9. Le prototypage des contenus 9 Monstre, numéro zéro Maquette, pilotes Versions bêta-testées
  10. 10. 10 Le rapport qualité-temps QUALITÉ / TEMPS
  11. 11. Le FLOW pour captiver le public avec le bon niveau de difficulté 11 DIFFICULTE DU CONTENU CAPACITE DU PUBLIC INCOMPREHENSION ENNUI
  12. 12. 12 Le choix d’une niche éditoriale
  13. 13. CIMENT DE LA MARQUE Mission, valeur, cibles, ton, style Territoire de la marque, vocation de la marque Pilier 1 Pilier 2 Pilier 3 Pilier 4 Les différents piliers de contenus
  14. 14. 3. FORMATS 14 5 GISEMENTS ÉDITORIAUX À EXPLORER
  15. 15. 15 Le contenu audio en podcast : Deezer, Itunes, Youtube, Acast
  16. 16. 16 Les nouvelles images (3D, drones, 360, 4K, Réalité Virtuelle)
  17. 17. L’art numérique : Le Pixel Blanc 17
  18. 18. La régionalisation : Richmond Standard par Chevron
  19. 19. 19 Les city-guides avec la compagnie de taxis 211 211 à Hambourg
  20. 20. 20 Le e-learning et les Mooc de marque : Microsoft Virtual Academy
  21. 21. 21 CONCLUSION N°1 : DES CONTENUS AUX LIEUX
  22. 22. 22 Heineken Experience, musée-temple pourpratiquer la bière à Amsterdam
  23. 23. 23 Havana Club transforme le Café A en quartier cubain à Paris (été 2015)
  24. 24. 24 Deux contributions avec Klépierre et SoLocal
  25. 25. 25 CONCLUSION N°2 : POUR ALLER PLUS LOIN
  26. 26. + de 6 000 cas de Brand Content 26
  27. 27. 27 Livres inspirations
  28. 28. 28 ! 10 ans de recherche
  29. 29. 29 Des partenaires de réflexion depuis 1990 Raphaël LELLOUCHE Sémiologue Pascal SOMARRIBA Consultant

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