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Story... was?
Geschichtenerzählen im Social
Web
Treffpunkt Kulturmanagement Mai 2016 mit Ines
Häufler
Wozu Storytelling?
• Informationen verankern sich besser
• Man lernt neue Perspektiven kennen
• Man erfährt im Idealfall etwas über sich selbst
• „Storifying“ von Daten und Informationen
• „Call to Action“ > Nicht Unterhaltung, sondern
Aktion oder Handlung ist das Ziel
Weiterführend: Paul Zak erzählt, was Empathie, Oxytocin und
Neurobiologie mit Storytelling zu tun haben:
https://www.youtube.com/watch?v=q1a7tiA1Qzo
Was ist eine Geschichte?
Jemand will unbedingt etwas erreichen, und hat
Schwierigkeiten, es zu bekommen
Ziel/Lösung
HeldIn/KundIn
Konflikt/Problem
Also am besten so (frei nach
Pixar):
Es war einmal __________.
Aber eines Tages geschah _________.
Daher passierte ________.
Aber dann geschah ________.
Und deswegen_________.
Bis schließlich _______.
Storytelling
als Werkzeug im Social Web
Wie finde und „storifiziere“ ich
meine Informationen?
• Geschichten gibt es überall: Im Werk, zur
Entstehung, zur Rezeption, zu den SchöpferInnen
des Werks, beim Blick hinter die Kulissen...
• Man kann Mikro- und Makrogeschichten erzählen
(und alles dazwischen)
Und jetzt nochmal mit Gefühl...
• Eine gute Geschichte hat ein starkes
emotionales Thema; es beantwortet das
WARUM
• Es schafft Identifikation, indem es den „Ich
kenne das Gefühl!“-Moment hervorruft
• Gute Themen sind z.B. Freundschaft,
Sehnsucht nach Liebe, Suche nach
Anerkennung, Angst vor dem Fremden, Angst
vor dem Tod, Sehnsucht nach Zugehörigkeit,
Aber man braucht etwas...
• Ohne Ziel, ohne Plan, ohne Strategie wird
man wenig erreichen.
• Man sollte auch messen, was man da
macht.
• Und wer liefert die Inhalte?
Storytelling
als Kommunikationsform
Wie man kommunizieren kann
vs.
Einwegkommunikation
Verkaufen
Kurzfristig
Distanziert
Anonym
Keine echte Beziehung oder
Verbindung
Monolog
Zweiwegkommunikation
Zuhören
Langfristig
Authentisch
Persönlich
Vertrauensvolle, emotionale Beziehung
Dialog
Wie man kommunizieren sollte
vs.
Sei kein Roboter, sondern ein Mensch.
Website: www.ineshaeufler.com
Instagram, Twitter, Facebook: @ineshaeufler
Snapchat: ineshae

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Treffpunkt Kulturmanagement - Storytelling im Social Web

  • 1. Story... was? Geschichtenerzählen im Social Web Treffpunkt Kulturmanagement Mai 2016 mit Ines Häufler
  • 2. Wozu Storytelling? • Informationen verankern sich besser • Man lernt neue Perspektiven kennen • Man erfährt im Idealfall etwas über sich selbst • „Storifying“ von Daten und Informationen • „Call to Action“ > Nicht Unterhaltung, sondern Aktion oder Handlung ist das Ziel Weiterführend: Paul Zak erzählt, was Empathie, Oxytocin und Neurobiologie mit Storytelling zu tun haben: https://www.youtube.com/watch?v=q1a7tiA1Qzo
  • 3. Was ist eine Geschichte? Jemand will unbedingt etwas erreichen, und hat Schwierigkeiten, es zu bekommen Ziel/Lösung HeldIn/KundIn Konflikt/Problem
  • 4. Also am besten so (frei nach Pixar): Es war einmal __________. Aber eines Tages geschah _________. Daher passierte ________. Aber dann geschah ________. Und deswegen_________. Bis schließlich _______.
  • 6. Wie finde und „storifiziere“ ich meine Informationen? • Geschichten gibt es überall: Im Werk, zur Entstehung, zur Rezeption, zu den SchöpferInnen des Werks, beim Blick hinter die Kulissen... • Man kann Mikro- und Makrogeschichten erzählen (und alles dazwischen)
  • 7. Und jetzt nochmal mit Gefühl... • Eine gute Geschichte hat ein starkes emotionales Thema; es beantwortet das WARUM • Es schafft Identifikation, indem es den „Ich kenne das Gefühl!“-Moment hervorruft • Gute Themen sind z.B. Freundschaft, Sehnsucht nach Liebe, Suche nach Anerkennung, Angst vor dem Fremden, Angst vor dem Tod, Sehnsucht nach Zugehörigkeit,
  • 8. Aber man braucht etwas... • Ohne Ziel, ohne Plan, ohne Strategie wird man wenig erreichen. • Man sollte auch messen, was man da macht. • Und wer liefert die Inhalte?
  • 10. Wie man kommunizieren kann vs. Einwegkommunikation Verkaufen Kurzfristig Distanziert Anonym Keine echte Beziehung oder Verbindung Monolog Zweiwegkommunikation Zuhören Langfristig Authentisch Persönlich Vertrauensvolle, emotionale Beziehung Dialog
  • 11. Wie man kommunizieren sollte vs. Sei kein Roboter, sondern ein Mensch.
  • 12. Website: www.ineshaeufler.com Instagram, Twitter, Facebook: @ineshaeufler Snapchat: ineshae

Hinweis der Redaktion

  1. Beispiele: LACMA; KHM