reputation and storytelling
DESCRIPTION
A workshop on the importance of managing your company's reputation and how to use organizational storytelling to manage it. Stories and emotional cues are critical if you want to change how people perceive you and your company.TRANSCRIPT
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HELLO MY NAME IS...
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HELLO MY NAME IS...
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¿Qué es la reputación?
the Gent /Jazz Tonna ©
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Fuente: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-global-brands
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REPUTACIÓN
R =
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REPUTACIÓN
Creencias stakeholders
R =
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REPUTACIÓN
Creencias stakeholders
Sentimiento stakeholders
R = +
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Angry tiger / Petr Nutil ©
IMAGEN
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Baby Bengal / ºFardo Dopstra ©
PERCEPCIÓN
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A sunday Morning Gossip / mario pignotti ©
Transmisión (meta-creencia)
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Metro Man / Morten Håvik ©
EL MUNDO HA CAMBIADO
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Antiquity and modernity / Luca Foscili ©
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Laptops / Jemuel Balangcod ©
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iPad Monk / Jonathan H. Lee ©
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High speed / Irene Tartaglia Polcini ©
¿Cual es el acelerador?
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the Gent /Jazz Tonna ©
Mas conectados que nunca
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the Gent /Jazz Tonna ©
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1 EXABYTE = 1B de Gigabytes
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1 EXABYTE = 1B de Gigabytes
60 EXABYTE/mes 2014
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6.000.000 Libreria del congreso
Library of Congress /Randy ScherkenbachSeguir ©
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Independent mass media / Daniil Ososkov ©
Mobile EVERYWHERE
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Koreans can't live wihtout their smartphones / Sung-Bin Hong ©
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The new pacifier / Joan Vega ©
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the Gent /Jazz Tonna ©
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Power to the people / Lee Wood ©
Nunca antes tanta
exposición y difusión
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Spark / Julian Donatelli ©
¿Qué pasa cuando estalla?
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Love Parade / Bart Ebisch ©
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Blood is Shed / Daniele Draganti ©
Internamente…
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Angry tiger / Petr Nutil ©
IMAGEN
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Portrait / J.J. Taylor ©
BULLSHIT
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Portrait / J.J. Taylor ©
Don’t tell me, show me
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the Gent /Jazz Tonna ©Fuente: http://cartodb.com/gallery/beyonce-twitter/
Lanzamiento del último album de Beyoncé (24h)
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the Gent /Jazz Tonna ©
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Lagrangian Mechanics / Davide Rindori ©
LADO RACIONAL
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I don't do “Selfies" / John Poltrack ©
Lado emocional
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What the…? / KnikmanAV - Hans Knikman ©
Entonces ¿qué hacemos?
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Meet Vader Jr. / Sergio Carranza ©
Use the FoRCE
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STORYTELLING
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Lake Living / Joseph T. Meirose IV ©
Religiones
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A sunday Morning Gossip / mario pignotti ©
Sociedades
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Just a break… / Oscar Cardoso ©
Trabajo
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¿por qué funciona tan bien?
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EMOCIONALMENTE Neuronas espejo & empatía
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COMPARTICIÓN Fácil recuerdo Replica memoria causal
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WALL - E / Aleksander Ramsland ©
“The audience actually wants to work for their meal”
Andrew Stanton - Pixar
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¿Qué es una historia?
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Robert McKee
Una historia es una experiencia humana universal, envuelta en una expresión cultural
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Protagonista#1
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Fatherhood / Alex Greenshpun ©
Sed humanos
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Fatherhood / Alex Greenshpun ©
Sed humildes
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Deseo#2
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ARCO NARRATIVO
Expectativa
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Resultado
GAP
ARCO NARRATIVO
Expectativa
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ARCO NARRATIVO
Expectativa
Resultado
GAP antagonistas
Objecto del deseo
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CONFLICTo!
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Emociones#3
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Grandma / Thomas Weber ©
Emociones polarizadas
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Modern building night view / 24NOVEMBERS ©
Organizational Storytelling
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“Old typewriter I. / Karol Srnec ©
El uso de las técnicas narrativas como herramienta de negocio más allá del branding y el marketing.
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Brainstorming notes / Evgeny Tchebotarev ©
Gestión del cambio
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Late night work / Josh Fassbind ©
Recursos humanos
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SHARE - A - COKE Sharing is caring/ Wong KaiBin ©
Estrategia interna
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Cultura corporativa
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La voz de la empresa
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Motivación
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the Gent /Jazz Tonna ©
Motivación
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Fuente: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html
Atención al cliente
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Miner / Nick Mahar ©
Story Mining
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Untitled / Tiago Pereira ©
CONCLUSIONES
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I don't do “Selfies" / John Poltrack ©
Lado emocional
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Lagrangian Mechanics / Davide Rindori ©
LADO RACIONAL
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Portrait / J.J. Taylor ©
BULLSHIT
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WALL - E / Aleksander Ramsland ©
“The audience actually wants to work for their meal”
Andrew Stanton - Pixar
DONT TELL ME, SHOW ME
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Meet Vader Jr. / Sergio Carranza ©
Use the FoRCE
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STORYTELLING
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Fuente: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html
Son humanas
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Fuente: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html
Se recuerdan
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Fuente: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html
Se comparten