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Storytelling und Distribution in der Praxis

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Storytelling, verschiedene Ebenen von Content Qualitäten, Distribution und Tools. Vortrag mit anschliessendem Workshop. Bitte Bildlizenzen beachten.

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Storytelling und Distribution in der Praxis

  1. 1. Storytelling und Distribution HPE Digital & Social Media Marketing Academy, Corporate Dialog - Su Franke Bild: Carl Larsson little red riding hood 1881 commons.wikimedia.org
  2. 2. Konkret 1 Storytelling online 2 Was ist guter Content? 3 Distribution 4 Tricks und Tools 5 Storytelling Workshops
  3. 3. 1 Wie jetzt, Storytelling?
  4. 4. - Wissen und Werte werden mit Geschichten besser aufgenommen - Emotional verwickelt (erleben) - Verbindet Mensch und Marke Warum Storytelling? Bild instagram.com/ jim.zuckerman.photography
  5. 5. Rotkäppchen
  6. 6. Quelle: Whitepaper Storytelling newsaktuell
  7. 7. • Nicht zwingend chronologisch • Neue Side Stories (Kuchen) • Intro mitten in der Story • Spiel mit Formatewechsel • Allein verständliche Highlights Rotkäppchen heute
  8. 8. Erzählerin ist beteiligt: Kunde, Berater Rotkäppchen/Heldin: Dienstleistung oder Kunde Wolf: Probleme / Krise Erzähler vom Erzähler: Marketing Managerin Jäger/Held: Lösung durch Handlung Kinder: Community Learnings, Meinung gibt Story Glaubwürdigkeit Gibt Story das Gewicht Formt, Format, Headline Bringt Aha-Moment - CtA Feedback, bewertet, ergänzt Die gleiche Geschichte immer wieder anders erzählt
  9. 9. Corporate Dialog | 10 B2B Marketers sagen: Beziehung statt Produkt
  10. 10. - Struktur - Einzelne Highlights losgelöst, aber verständlich - 1 Gesprächspartner (statt Absender) - Wiederholung in unterschiedlichen Formaten - Top Content Qualität Moderne Business Stories brauchen
  11. 11. Highlights in unterschiedlichen Formaten
  12. 12. 2 Guter Content
  13. 13. - Blogposts (Text, Bild) - Video - Webinars - Instagram / FB Stories - Live Formate - Podcasts Kreative ‚neue‘ Formate CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=10490458
  14. 14. - Nützlich und nutzbar für Empfänger - Mehrwert schnell verständlich - Unterschiedliche Formate möglich - Stellt Bezug her zur Nutzerin / Dialog - Algorithmen der Plattformen nutzen Was kann guter Content? Corporate Dialog | 15 Bild: ladenzeile.de
  15. 15. Grafik & Idee von socialmediatoday.com Wie Plattformen Qualität bewerten Interesse Aktualität Beziehungsintensität Nutzungshäufigkeit Grösse „Followings“ Nutzerverhalten Der Algorithmus bestimmt aufgrund unterschiedlicher Kriterien, wie interessant ein Beitrag für die Nutzer sein wird. Er spielt diesen folgend im News Feed aus oder nicht. Förderung eines wertvollen Dialogs Aktualität Beziehungsintensität Nutzungshäufigkeit Nutzerverhalten *Stellt persönliche Beziehungen an erste Stelle. Business-Relevanz Karriere-Relevanz Industrie-Relevanz Aktualität Beziehungsintensität Nutzerverhalten *Dies sind Annahmen, die aus unterschiedlichen Quellen hervorgeht. Quelle: Corporate Dialog & Qult Media
  16. 16. Bewerte Content Selbst Neben Film-, Bild/Grafik- Qualität und Texthandwerk Verständlich, Tonalität, glaubwürdig, Bezug zur Zielgruppe, Praxisbezug … Nutzen für Empfängerin (Wissen, Beziehung Unterhaltung, News) Marketingnutzen (Lead, Follow, Like, Dialog, Share …) Differenziert zum Wettbewerb Entspricht Fokus-Thema Beweist ein Versprechen Taugt für ein Highlight (längerfristig, verschiedene Formate) Produzierbar (Ressourcen) Corporate Dialog | 17
  17. 17. Content hat verschiedene Qualitätsebenen
  18. 18. Headlines und Text
  19. 19. - 2 von 10 Menschen lesen den nachfolgenden Inhalt. - Reagiert niemand auf deine Headline, ist der Inhalt nutzlos. - Inhalte werden aufgrund von Headlines geteilt. Corporate Dialog | 20 8 von 10 Leuten lesen deine Headlines
  20. 20. - Identifikation des Problems - Lösung (How) - Hineinziehen (Zahlen, du oder wie…) Was muss in die Headline?
  21. 21. 6 - 7 Wörter So kurz wie möglich maximal zwei Zeilen Beispiele: Top Headline Social Media Shared Articles 6 - 7 Wörter Maximal eine Zeile Corporate Dialog | 22
  22. 22. Nur 28% des Textes werden gelesen!
  23. 23. - Informativ sachlich, beschreibend Nachricht - Imageprägend argumentativ, Werbespr. Broschüre - Dialogorientiert fragend, auffordernd Diskussionsfrage - Obligativ selbstverpflichtend Code of Conduct Textstile konkret Beispiel Studie: https://www.pr-gateway.de/blog/studie-social-media-pr-in-der-praxis-impuls-statt-dialog/ Corporate Dialog | 24
  24. 24. Beispiel Text https://www.bechtle-blog.com/home/solidworks-world-2019-top-ten-list Corporate Dialog | 25 Informativ, passiv, abstrakt Nutzen: reine Ankündigung, Marketing-Nutzen: CtA (?) Dialogorientiert Nutzen: news und Beziehung Marketing-Nutzen: Likes, Kommentare
  25. 25. Corporate Dialog | 26 Text kann mehr als prosa Corporate Dialog | 26
  26. 26. Video Content
  27. 27. Video kommt an
  28. 28. - Wenn die Zielgruppe Videos konsumiert - Komplexe Sachverhalte erklären - Umfassendes Thema: Qualität, Anwendung - Heikle Themen ansprechen - Emotionaler ansprechen / Persönlichkeit zeigen Wann macht Video Sinn? Corporate Dialog | 29
  29. 29. Beispiel Video | 30 Dialogorientiert Nutzen: Wissen, Marketing-Nutzen: Aufmerksamkeit Dialogorientiert. Nutzen: Wissen und Beziehung Marketing-Nutzen: Likes, Kommentare, Bindung
  30. 30. ROI von Video - Baur Versand Onlinehandel hat mit Produktvideos die Kaufrate im zweistelligen Prozentbereich verbessert - Mehrere Monate Wirkung von 1000 Produktvideos unterschiedlicher Marken auf seinen Websites beobachtet - Return of Invest: Durchschn. wurden pro 100 Euro Umsatzsteigerung 11 Euro für Webvideos investiert. Quelle: hilker-consulting.de Lässt sich nur am Case berechnen
  31. 31. 3 Distribution
  32. 32. Erfolgreiche Distribution = organisch, Dialog, Teilen statt pushen, Qualität, timing, Formate und Ads.
  33. 33. Quelle: Corporate Dialog & Qult Media Analytics helfen beim Optimieren Timing Wann sind meine Fans online und interaktionsfreudig? Formate In welcher Form konsumieren meine Fans Inhalte? Mehrwert Sind meine Inhalte relevant. Welche? Menschen Mit wem spreche ich aktuell?
  34. 34. Stories in Einzelteile anders erzählen Protagonisten wechseln Formate nutzen Headlines verbessern Distribution, Dialog und gute Qualität Ads nach Zielen Corporate Dialog | 35
  35. 35. Danke

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