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#SCMW2014 - Le Storytelling dans tous ces états - Célina Barahona

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LE STORYTELLING DANS TOUS SES ETATS
Célina Barahona, Co-fondatrice & CEO de So Cult, Studio de création transmedia @Cel_ina

Les marques deviennent des médias et les médias deviennent des marques. Le message ne suffit plus, l'important c'est de raconter une histoire. Et un contenu de marque, c'est avant tout une histoire.

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#SCMW2014 - Le Storytelling dans tous ces états - Célina Barahona

  1. 1. humans, brands, stories
  2. 2. WHAT THE F*** IS Storytelling
  3. 3. #Buzzword ?
  4. 4. Keep it simple. Le storytelling est l'expression/traduction d'événements en mots et images. Les histoires ou "narratives" sont partagées dans toutes les cultures, comme moyens de divertissement, d'éducation, de préservation de la culture et pour inculquer des valeurs morales. Les éléments essentiels des histoires et du storytelling incluent l'intrigue, les personnages et le point de vue narratif.
  5. 5. Le storytelling est littéralement le fait de raconter une histoire à des fins de communication. Dans un contexte marketing, le storytelling est le fait d’utiliser le récit dans la communication publicitaire.
  6. 6. Le storytelling est littéralement le fait de raconter une histoire à des fins de communication. Dans un contexte marketing, le storytelling est le fait d’utiliser le récit dans la communication publicitaire.
  7. 7. - un message (publicitaire) ! - une démonstration (logique) ! - une fin en soi
  8. 8. PREVIOUSLY ON
  9. 9. RÉCITS = MOYEN D’ORIENTER LES COMPORTEMENTS ! INTERDICTIONS, RÈGLES, INCITATIONS « IL ÉTAIT UNE FOIS » vs « FAIS ÇA / NE FAIS PAS ÇA »
  10. 10. 1. Suspension d’incrédulité Opération mentale qu’effectue le spectateur qui accepte, le temps de sa consultation de l'œuvre, de mettre de côté son scepticisme. On accepte d’y croire
  11. 11. 2. Cercle magique Frontière entre le monde de l'histoire et d'autres mondes comme le monde réel ou l'univers d'une autre histoire L’histoire est un monde à part
  12. 12. Anatomie du scénario, J. Truby schéma actantiel / faiblesses et besoins / désir, élément déclencheur / adversaires / plan du héros / confrontation finale / révélation personnelle / nouvel équilibre 3. Schémas narratifs Structure des récits
  13. 13. Personnage principal Protagoniste AntagonisteHéros Obstacle Acolyte Personnage de sang froid Personnage émotif Caractéristiques origines, style de vie, personnalité, manies, Archétypes et caractérisation 4. Bible de personnages
  14. 14. Archétypes et caractérisation 4. Bible de personnages
  15. 15. WHAT THE F*** BRANDS & Storytelling
  16. 16. LA COURSE A L’ATTENTION
  17. 17. «  On nous dit que nous vivons dans une économie de l’information. Mais ce n’est pas l’information qui fait l’objet de la rareté au sein de la nouvelle économie de l’information. Nous sommes submergés par elle. Ce qui nous manque, c’est l’attention humaine nécessaire à faire sens de tout cela. Il sera plus facile de nous repérer dans ce nouveau régime si nous le concevons somme une économie de l’attention. C’est l’attention qui fait désormais l’objet de la principale rareté.  » - Richard Lanham, 2007
  18. 18. CAPTIVE VS VOLONTAIRE
  19. 19. ATTRACTIVE VS AVERSIVE
  20. 20. FRONT OF MIND (PATENTE) VS BACK OF MIND (LATENTE)
  21. 21. source : agence StoryWorldWide
  22. 22. source : agence Wieden + Kennedy
  23. 23. MAKE ME CARE
  24. 24. User centricBrand centric VS « If a story is not about the hearer he will not listen », John Steinbeck « Don’t tell me you’re funny, make me laugh », Peter Knight
  25. 25. PULLPUSH VS VOIR REGARDER ENTENDRE ECOUTER
  26. 26. ENGAGEMENT
  27. 27. CE QU’ON VEUT RACONTER C’EST NOTRE OBJECTIF C’EST VS
  28. 28. LES MARQUES SONT DES PERSONNAGES LEURS STRATÉGIES SONT LEURS HISTOIRES
  29. 29. Marque = personnage
  30. 30. Mission de marque, mission narrative VISION MISSION VALEURS POSITIONNEMENT TERRITOIRE STYLE etc. Mission
  31. 31. Une histoire de marque doit (d’abord) être une BONNE HISTOIRE. TOUT COURT.
  32. 32. NOTRE MESSAGE C’EST NOS TERRITOIRES D’EXPRESSION SONT VS
  33. 33. TERRITOIRES D’EXPRESSION ? CULTURE EDITORIALE VS CULTURE COM ! PUBLICS VS AUDIENCES
  34. 34. EXPERIENCE CLIENT EXPERIENCE DE MARQUE
  35. 35. BRAND Touch Point Consistency
  36. 36. «The narrative arch will change as we think of the advertisement as a trailer versus the whole story.» Shiv Singh, Global Head of Digital for PepsiCo Beverages (Harvard Business Review, 10/11/2011)
  37. 37. Les aspérités sont nécessaires pour suspendre l’incrédulité. Quelles aspérités les marques peuvent se permettre sans détruire leurs plateformes ?  Les limites
  38. 38. BRAND STORYTELLING BRAND CULTURE IS
  39. 39. THANK U 4 UR ATENSHUN

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