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2018 © Pia Kleine Wieskamp
www.story-baukasten.de
1
SNACKABLE STORYTELLING
MIT MICRO-CONTENT ZUM ERFOLG
2018 © Pia Kleine Wieskamp
story-baukasten.de
DEFINITION
„Snack“ = Zwischenmahlzeit, Imbiss, leckeres Essen,
dass nebenbei konsumiert werden kann.
1. leckerer Geschmack (= Unterhaltung)
2. geringe Menge (= kurze Posts, Videos, etc.).
2018 © Pia Kleine Wieskamp
story-baukasten.de
DEFINITION
„Snack“ = Zwischenmahlzeit, Imbiss, leckeres Essen,
dass nebenbei konsumiert werden kann.
1. leckerer Geschmack (= Unterhaltung)
2. geringe Menge (= kurze Posts, Videos, etc.).
2018 © Pia Kleine Wieskamp
story-baukasten.de
DEFINITION
„Snack“ = Zwischenmahlzeit, Imbiss, leckeres Essen,
dass nebenbei konsumiert werden kann.
1. leckerer Geschmack (= Unterhaltung)
2. geringe Menge (= kurze Posts, Videos, etc.).
2018 © Pia Kleine Wieskamp
story-baukasten.de
2018 © Pia Kleine Wieskamp
story-baukasten.de
DOCH IST DAS BEREITS
STORYTELLING?
DEFINITION
„Snackable“ sind Inhalte, die sich schnell, einfach und
flexibel konsumieren sowie teilen lassen.
Zutaten sind Relevanz,
Optik (Visualisierung),
Menge (Zeichenanzahl, Dateigröße),
Bekömmlichkeit (Einprägsamkeit)
Zubereitungszeit (Vorkenntnisse, Mobilität)
PR-Stund.de
2018 © Pia Kleine Wieskamp
story-baukasten.de
Geschichten über
das Unternehmen,
die Produkte, den
Service, die
Menschen …
STORYTELLING IST EINE
DER ÄLTESTEN
KOMMUNIKATIONSFORMEN. 2018 © Pia Kleine Wieskamp
story-baukasten.de
Mann trifft Mann
Mann trifft Mann und
verliebt sich in ihn
FAKTEN
STORY
2018 © Pia Kleine Wieskamp
story-baukasten.de
TO HELL WITH FACTS!
WE NEED STORIES!
ANSATZ EINER
STORYTELLING HEISST,
GESCHICHTEN GEZIELT,
BEWUSST UND GEKONNT
EINZUSETZEN.
Karolina Frenzel
Mann trifft Mann und
verliebt sich in ihn.
2018 © Pia Kleine Wieskamp
story-baukasten.de
ERFOLFgsbild
Beginnen Sie mit dem Ziel Im Sinn
WARUM NUN
STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
VISUIAL STORYTELLING
Werte
Relevanz
Bindungen
Emotionen
EINZIGARTIGKEIT
STORYS
VERMITTELN …
2018 © Pia Kleine Wieskamp
story-baukasten.de
2017 © Pia Kleine Wieskamp12
Hinter Storytelling steckt Kreativität… und viel Arbeit.
2017 © Pia Kleine Wieskamp
WAS = Ziele definieren
WER = Wen möchte ich erreichen?
WIE = Art und Weise der Präsentation
1. ZIELZIEL
2018 © Pia Kleine Wieskamp
story-baukasten.de
Beginnen Sie mit dem Ziel Im Sinn
Jeder Mensch ist ein Storyteller.
Helden, Antihelden und Typen
Ohne Konflikt keine Veränderung.
2018 © Pia Kleine Wieskamp
story-baukasten.de
DREI TATSACHEN
2017 © Pia Kleine Wieskamp14
Hinter Storytelling steckt Kreativität… und viel Arbeit.
2017 © Pia Kleine Wieskamp
1. ZIELZIEL
2018 © Pia Kleine Wieskamp
story-baukasten.de
Quelle: www.toertchentoertchen.de
wecken Neugierde &
Emotionen
wirken nachhaltig
machen komplexe Themen
verständlich
fördern Engagement
ermöglichen Identifikation
regen zum Teilen an
2018 © Pia Kleine Wieskamp
story-baukasten.de
GESCHICHTEN
Jede Geschichte …
hat einen Anlass, erzählt zu werden.
hat eine Hauptfigur bzw. einen Helden.
enthält eine Konfliktsituation.
endet in einer veränderten Situation.
wirft das Kopfkino an.
SÄULEN EINER
GUTEN STORY
Storytelling ist
kein neues
Konzept. Es
gewinnt aber
mit den
Möglichkeiten
von Digital &
Social Media
eine neue
Gewichtung!
2018 © Pia Kleine Wieskamp
story-baukasten.de
ERFOLFgsbild
Beginnen Sie mit dem Ziel Im Sinn
BESONDERHEITEN
DIGITALER MEDIEN
Verfügbarkeit: Jederzeit und
überall
Vernetzung: Bausteine sind
miteinander verbunden.
Interaktivität: Es findet ein
Austausch statt.
DIGITAL STORYTELLING
2017 © Pia Kleine Wieskamp2017 © Pia Kleine Wieskamp
VISUIAL STORYTELLING
FAKTOR ZEIT
UND WARUM NUN
MICRO CONTENT?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Aufmerksamkeit:
8-10 Sekunden!
Keep it short
and simple!
VISUIAL STORYTELLINGSERIELLES
STORYTELLING
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
GIFs
Meme
Kurz-Videos
Texte
….
VISUIAL STORYTELLING
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
https://www.instagram.com/p/BX8Ce_EFs5_/?hl=de&taken-by=marinkamasseus
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Beispiel FOTO-COMIC
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
Bilder (Fotos, Grafiken)
Infografiken
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
http://marion-luttenberger.squarespace.com/#/infographics/
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
http://marion-luttenberger.squarespace.com/#/infographics/
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
GIFs: eigene Inhalte mit
Tools wie https://gif-
erstellen.online-
umwandeln.de erstellen
https://www.facebook.com/plugins/video.php?
href=https%3A%2F%2Fwww.facebook.com
%2FPiaKleineWieskamp%2Fvideos
%2F10215031571199685%2F
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
GIFs
Meme
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
GIFs
Meme
Kurz-Videos
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
GIFs
Meme
Kurz-Videos
täglich
28 Tage
15 Sek.-
Video
 
Instagram-Beispiel Thriller Schild 5
VISUIAL STORYTELLINGFORMATE FÜR
MICRO-STORYTELLING?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
GIFs
Meme
Kurz-Videos
täglich
28 Tage
15 Sek.-
Video
 
Instagram-Beispiel Thriller Schild 5
VISUIAL STORYTELLINGSNACKABLE STORYTELLING?
SERIELLES ERZÄHLEN
2018 © Pia Kleine Wieskamp
story-baukasten.de
VISUIAL STORYTELLINGSNACKABLE STORYTELLING?
SERIELLES ERZÄHLEN
2018 © Pia Kleine Wieskamp
story-baukasten.de
Beispiele
VISUIAL STORYTELLINGSERIELLES
STORYTELLING
2018 © Pia Kleine Wieskamp
story-baukasten.de
Bilder (Fotos, Grafiken)
Infografiken
Data Storytelling
GIFs
Meme
Kurz-Videos
Texte
Beispiel TEXT-BILDKOMBINATION
Beispiel
LIVE-
STORIES
WARUM
SNACKABLE
STORYS
WIRKEN?
sind schnell
einfach verständlich
kurzweilig
immer (auch mobil) verfügbar
relevant
mit Mehrwert (nutzstiftend)
leicht teilbar
cRossmedial einsetzbar
leicht produzierter
2018 © Pia Kleine Wieskamp
story-baukasten.de
VISUIAL STORYTELLING
Jede Story hat
1
STORYTELLING?
KLASSISCHER AUFBAU
2018 © Pia Kleine Wieskamp
story-baukasten.de
ANFANG
Höhepunkt
Auflösung
VISUIAL STORYTELLINGSNACKABLE STORYTELLING?
SERIELLES ERZÄHLEN
2018 © Pia Kleine Wieskamp
story-baukasten.de
VISUIAL STORYTELLINGSNACKABLE STORYTELLING?
SERIELLES ERZÄHLEN
2018 © Pia Kleine Wieskamp
story-baukasten.de
VISUIAL STORYTELLINGSNACKABLE STORYTELLING?
SERIELLES ERZÄHLEN
2018 © Pia Kleine Wieskamp
story-baukasten.de
VISUIAL STORYTELLING
relativ unaufwändige Produktion
hoher Unterhaltungswert
hohes virales Potential
kanalübergreifender Einsatz
ideal für Mobile-Marketing
WARUM
MICRO-CONTENT?
2018 © Pia Kleine Wieskamp
story-baukasten.de
Menschen sind visuell
Bilder wirken schnell: Wir nehmen sie 60.000
Mal schneller wahr als Texte.
VISUAL STORYTELLING
Wir nehmen rund 80 % aller Informationen
über unsere Augen wahr. Nicht nur dass, denn
wir denken, reden und erinnern uns mithilfe
von Bildern.
Bildbearbeitung & Infografiken:
easel.ly
Piktochart.com
infogr.am
canva.com
vennage.com
GRAFIK-TOOLS
Erklärvideos:
powtoon.com
Bildbearbeitung,
Videos, Longstorys:
Adobe Spark
VISUIAL STORYTELLING
2018 © Pia Kleine Wieskamp
story-baukasten.de
kurz und prägnant sein = Überflüssigen
beiseite lassen
Konzentration auf das wirklich Wichtige
emotionales Erlebnis durch Erzählen
anbieten
SNACKABLE MICRO- STORYTELLING?
WAS IST ZU TUN?
2017 © Pia Kleine Wieskamp48
#
PIA KLEINE WIESKAMP
Trainerin
Story-Architektin
Bloggerin
Consultant Kommunikation
Buchautorin
STORY-BAUKASTEN.DE
WWW.POINT-PR.DE

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Snackable Storytelling