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Storytelling: the key points for businesses

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Christophe Ginisty
Christophe Ginisty

Presentation given in Sofia by Christophe Ginisty on April 29th, 2015 at the annual Summit of the Bulgarian Association of Public Relations Agencies (BAPRA)

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@CGINISTY BAPRA SUMMIT 2015 Christophe Ginisty www.ginisty.eu
@CGINISTY BAPRA SUMMIT 2015 Why do we need stories?
@CGINISTY BAPRA SUMMIT 2015 To contextualize To imagine To be touched To be involved There’s nothing we understand better than what we can feel
@CGINISTY BAPRA SUMMIT 2015 Self appropriation is the key
@CGINISTY BAPRA SUMMIT 2015 Tourists Japanese Travelling Leisure
@CGINISTY BAPRA SUMMIT 2015 Earthquake Drama Spectacular Refugees
@CGINISTY BAPRA SUMMIT 2015 War US Marines Irak? Afghanistan? Desert Thirst
@CGINISTY BAPRA SUMMIT 2015 War US Marines Irak? Afghanistan? Desert Thirst Friendship
@CGINISTY BAPRA SUMMIT 2015 A story does not pervert the information, it makes it more understandable and emotionally connects the audience
@CGINISTY BAPRA SUMMIT 2015 Communication vs Storytelling
@CGINISTY BAPRA SUMMIT 2015 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
@CGINISTY BAPRA SUMMIT 2015 Back to business: What is the power of storytelling?
@CGINISTY BAPRA SUMMIT 2015 An organization is a complex puzzle: Every piece can contribute to the reputation building
@CGINISTY BAPRA SUMMIT 2015 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
@CGINISTY BAPRA SUMMIT 2015 An organization is a complex puzzle: Every piece can contribute to the reputation building 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
@CGINISTY BAPRA SUMMIT 2015 3 elements will foster the need for storytelling
@CGINISTY BAPRA SUMMIT 2015 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
@CGINISTY BAPRA SUMMIT 2015 6 pillars of a successful story
@CGINISTY BAPRA SUMMIT 2015
@CGINISTY BAPRA SUMMIT 2015 Storytelling should be the DNA of every organization
@CGINISTY BAPRA SUMMIT 2015 1984
@CGINISTY BAPRA SUMMIT 2015 Here is displayed the following video [https://youtu.be/OYecfV3ubP8]
@CGINISTY BAPRA SUMMIT 2015 1997
@CGINISTY BAPRA SUMMIT 2015 “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.”
@CGINISTY BAPRA SUMMIT 2015 Here is displayed the following video [https://youtu.be/nmwXdGm89Tk]
@CGINISTY BAPRA SUMMIT 2015

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Storytelling: the key points for businesses

  • 1. @CGINISTY BAPRA SUMMIT 2015 Christophe Ginisty www.ginisty.eu
  • 2. @CGINISTY BAPRA SUMMIT 2015 Why do we need stories?
  • 3. @CGINISTY BAPRA SUMMIT 2015 To contextualize To imagine To be touched To be involved There’s nothing we understand better than what we can feel
  • 4. @CGINISTY BAPRA SUMMIT 2015 Self appropriation is the key
  • 5. @CGINISTY BAPRA SUMMIT 2015 Tourists Japanese Travelling Leisure
  • 6. @CGINISTY BAPRA SUMMIT 2015 Earthquake Drama Spectacular Refugees
  • 7. @CGINISTY BAPRA SUMMIT 2015 War US Marines Irak? Afghanistan? Desert Thirst
  • 8. @CGINISTY BAPRA SUMMIT 2015 War US Marines Irak? Afghanistan? Desert Thirst Friendship
  • 9. @CGINISTY BAPRA SUMMIT 2015 A story does not pervert the information, it makes it more understandable and emotionally connects the audience
  • 10. @CGINISTY BAPRA SUMMIT 2015 Communication vs Storytelling
  • 11. @CGINISTY BAPRA SUMMIT 2015 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
  • 12. @CGINISTY BAPRA SUMMIT 2015 Back to business: What is the power of storytelling?
  • 13. @CGINISTY BAPRA SUMMIT 2015 An organization is a complex puzzle: Every piece can contribute to the reputation building
  • 14. @CGINISTY BAPRA SUMMIT 2015 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
  • 15. @CGINISTY BAPRA SUMMIT 2015 An organization is a complex puzzle: Every piece can contribute to the reputation building 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
  • 16. @CGINISTY BAPRA SUMMIT 2015 3 elements will foster the need for storytelling
  • 17. @CGINISTY BAPRA SUMMIT 2015 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
  • 18. @CGINISTY BAPRA SUMMIT 2015 6 pillars of a successful story
  • 20. @CGINISTY BAPRA SUMMIT 2015 Storytelling should be the DNA of every organization
  • 22. @CGINISTY BAPRA SUMMIT 2015 Here is displayed the following video [https://youtu.be/OYecfV3ubP8]
  • 24. @CGINISTY BAPRA SUMMIT 2015 “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.”
  • 25. @CGINISTY BAPRA SUMMIT 2015 Here is displayed the following video [https://youtu.be/nmwXdGm89Tk]