content marketing - story word
DESCRIPTION
Giới thiệu về content marketing của Lê Quang Vũ - giám đốc công ty truyền thông BlueC. Lê Quang Vũ là một trong những người hàng đầu về content marketing tại Việt NamTRANSCRIPT
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BLUE C
STORY WORLD
June, 2014
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“The universe is made of stories, not of atoms.”
― Muriel Rukeyser
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STORY IS KING
IN THIS REALM OF INFINITE POSSIBILITY…
… STORY IS KING!
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BUT STORIES ALONE ARE NOT
ENOUGH
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WE MUST EMBARK ON A SHARED PATH TO BUILD BRAND STORY WORDS
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THE HEART OF BRANDED CONTENT LIES ON STORIES.
WHY?
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HERE ARE 7 REASONS
1. PRODUCE EXPERIENCE
2. REVEAL WHAT MAKE YOUR MESSAGE UNIQUE
3. ARE THE EMOTIONAL GLUE THAT CONNECTS YOU TO YOUR CUSTOMERS
4. SHAPE INFORMATION INTO MEANING
5. CAN MOTIVATE AN AUDIENCE TOWARDS YOUR GOAL
6. ARE MORE LIKELY TO BE SHARED
7. ARE LESS LIKELY TO BE RESISTED
S
T
O
R
I
E
S
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BUT STORIES ALONE ARE NOT ENOUGH.
WE NEED STORY WORDS.
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WHERE PURPOSEFUL STORIES ARE CREATED FOR
DIFFERENT FORMATS
AND PLATFORMS
TO DRIVE HUMAN BEHAVIOUR,
HABITS
AND CONSUMPTIONS.
STORY WORLD IS AN ECOSYSTEM
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THAT INVOLVE MANY PLAYERS SUCH AS SOCIAL MEDIA NETWORKS, CONTENT PROVIDERS, TALENT AGENCIES, TECHNOLOGY COMPANIES, DIGITAL STUDIOS,
MEDIA COMPANIES, TV NETWORKS…
STORY WORLD IS AN ECOSYSTEM
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STORY WORLD ADDS A DIMENSION OF DEPTH AND CONSISTENCY
TO ALL THE STORIES WITHIN THEM.
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WHAT BENEFIT STORY WORLDS MAKE?
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A SEISMIC SHIFT DISPOSABLE PASSIVE APPOINTMENT RENTED ISOLATED STATIC PUSH INDIVIDUAL STORYLINE
DISTRIBUTABLE PARTICIPATORY ALWAYS ON OWNED IN CONTEXT DYNAMIC PULL IRRELEVANT STORYWORLD
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STORIES ARE CONSTANT, BUT TELLING IS VARIABLE. HERE IS 8 BASIC SLOTS OF STORY TELLING:
1. OVERCOMING THE MONSTER 2. RAG TO RICHES 3. THE QUEST 4. VOYAGE AND RETURN 5. COMEDY 6. TRAGEDY 7. REBIRTH 8. SUPERSTITION
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STORIES ARE TIMELESS.
WHAT HAS CHANGED IS THE NATURE, BY WHICH THE STORIES ARE SHARED
AND CONSTRUCTED.
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BRANDS THAT CREATE THE BEST STORY WORLDS WIN!
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Thế giới ngập trong màu đỏ Ta làm một đại dương xanh Đi kể các câu chuyện nhỏ Về cách cuộc đời xưng danh
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THANK YOU!