Storytelling: the key points for businesses

@CGINISTY BAPRA SUMMIT 2015

Christophe Ginisty www.ginisty.eu


Why do we need stories?


To contextualize To imagine To be touched To be involved

There’s nothing we understand better than what we can feel


Self appropriation is the key


Tourists Japanese Travelling Leisure


Earthquake Drama Spectacular Refugees


War US Marines

Irak? Afghanistan?

Desert Thirst


War US Marines Irak? Afghanistan? Desert Thirst Friendship


A story does not pervert the information, it makes it more understandable

and emotionally connects the audience


Communication vs Storytelling


Christophe Ginisty PR and social media expert

20+ Years of experience Content strategist

International mindset Former IPRA President

ReputationWar conference’s creator

1984 Met Steve Jobs several times Freedom of speech’s advocate French Father of 3 daughters Passionate cooker


Back to business: What is the power of storytelling?


An organization is a complex puzzle: Every piece can contribute to the reputation building



Defining a Strategy is all about making choices by selecting the key element(s) to emphasis based on what people need to remember



There are some pieces you can’t afford to have unknown, negelcted or even misunderstood at the social media age where everything might be commented


3 elements will foster the need for storytelling


Some statements can’t be described and

need to be narrated

A good story has a similar power to an

image for human brains

Crowds have become a media where people

share emotions


6 pillars of a successful story


Storytelling should be the DNA of every organization


1984


Here is displayed the following video [https://youtu.be/OYecfV3ubP8]


1997


“To me, marketing is about values. We need to be very clear about what we want people know about us. What

we are about is not making boxes to let people get their jobs done. Apple’s core values is that we believe that people with passion can change the world for a better. People who a crazy enough to think they can change the world are the ones who actually do. The markets have changed but values and core values,

those things shouldn’t change.”


Here is displayed the following video [https://youtu.be/nmwXdGm89Tk]

Storytelling: the key points for businesses

Marketing

Transcript of Storytelling: the key points for businesses