This document discusses using storytelling and social media for digital marketing. It provides examples of video content marketing campaigns created by the author for various clients, including: - A long-term energy efficiency campaign for Detec featuring multiple educational videos targeted at young people. - Transmedia campaigns for Berdoz Optic featuring TV spots, YouTube videos, blogger outreach, and in-store promotions. - Product demonstration videos for brands like Amazon and Will It Blend? blender company. The document outlines best practices for content strategy and production, including developing personas, fictional stories, tutorials, interviews, and behind-the-scenes "making of" content. Regular, engaging content and community management are emphasized

1. HES-SO - Storytelling dans le digital
novembre 2016

2. @thierryweber

3. but first of all…

6. in 2004!

7. in 2004!

8. how to create a company

9. how to create a company
• no business plan?
• Without market research?
• No bank?
• No strategy?

10. my tools box

11. my tools box
• website: CMS
• A video camera
• subjects and a list of "guests"
• the nerve!
• And above all: the regularity

12. results

13. more than 2523 linkedin
contacts

14. • Secteur médico-psychologique (2)
• Sécurité civile (2)
• Armée (1)
• Chantiers navals (1)
• Équipements et services de loisirs (1)
• Formation primaire/secondaire (1)
• Industrie textile (1)
• Institutions religieuses (1)
• Jeux d’argent et casinos (1)
• Mandat politique (1)
• Marchés des capitaux (1)
• Médecines alternatives (1)
• Parti politique (1)
• Plastiques (1)
• Police/gendarmerie (1)
• Services d’investissement (1)
• Traduction et adaptation (1)
• Transports maritimes (1)
more than 2523 linkedin
contacts

15. using social media?

16. using social media?

18. • branding
• audience
• views
• followers
• interaction !
• dialog
• likability
• visibility
• links

20. content strategy
steps
Audit
advertising campaigns
digital strategy
webSite, Platforms and
Networks
Community management
media plan
contents production
online watching
statistics
Visibility and awareness

21. way of doing
• Audit of the Web site and the various existing supports(media)
• SEO Audit
• MEDIA PLAN
• Implementation of campaigns, on-line advertising
• Elaboration of the strategy
• Community management
• Implementation of additional supports (media)
• Arrangement of the existing supports and the revision of the Web site
• contents production
• leads generation
• sales
• Média/PR

22. les outils
• Rédactionnel
• L’image
• La vidéo

23. les pistes de contenus
• Vos clients (témoignages et/ou histoires)
• Fiction
• Votre histoire/témoignage
• Documentaire
• Interviews*
• Making of
• les tutoriels

24. example #1 La Cène

25. example #2 thyon

26. example #3 Valmont

27. example of detec

28. Productions
Campagne Energie 2050 du Detec

29. Productions
Campagne Energie 2050 du Detec

30. Example of Detec

31. Example of Detec
A long term campaign
• Make multiple video dedicated to Youtube
• Target audience: young public
• Media plan for broadcasting
• bloggers operation
• Live twitting
• Making of (photo & video)
• Provision of featured content
• ROI
• Back on the visibility of this operation

32. example of detec

33. example of detec

34. example of detec

35. will it blend?

36. will it blend?

37. smart

38. smart

39. amazon

40. amazon

41. Productions
Campagne Web, TV et offline

42. Productions
Campagne Web, TV et offline

43. Productions
Making of

44. Productions
Making of

45. example of berdoz optic

46. example of berdoz optic
A TRANSMEDIA campaign
• Customers at the heart of communication
• Production of several tv spots
• Production of several vidéos dedicated to Youtube
• bloggers
• Making of (photo et video)
• media plan for broadcasting
• PLV stores
• Displays
• Deco BUS

47. AVEC
BERDOZ OPTIC,
VOS LUNETTES
SONT AJUSTÉES
À VOTRE VIE.
Rue du Seyon 4 - www.berdozoptic.ch
MYOPE
FASHION
ET
SPORTIVE
Isabelle C.
Vionnaz
example of berdoz optic

48. example of berdoz optic

49. Miki, chroniqueuse chez breew

50. Miki, chroniqueuse chez breew

51. some references

53. thanx for watching!
november 2016