{"id":8667,"date":"2020-08-12T18:46:29","date_gmt":"2020-08-12T16:46:29","guid":{"rendered":"https:\/\/estrategiamarketing.digital\/les-claus-del-storytelling\/"},"modified":"2025-04-30T10:43:39","modified_gmt":"2025-04-30T08:43:39","slug":"les-claus-del-storytelling","status":"publish","type":"post","link":"https:\/\/estrategiamarketing.digital\/ca\/les-claus-del-storytelling\/","title":{"rendered":"Les claus del Storytelling"},"content":{"rendered":"\n<p>En un mercat altament competitiu, diferenciar-se dels competidors \u00e9s una de les bases de l\u00e8xit. En aquest article parlarem de la comunicaci\u00f3 sobre la marca i quines s\u00f3n les claus de l&#8217;Storytelling. <\/p>\n\n<p>La <strong>qualitat<\/strong> d&#8217;un producte o la <strong>competitivitat<\/strong> del seu preu ja no s\u00f3n prou arguments per assegurar una venda en l\u00ednia. Per a la majoria de les empreses, els marketplaces, les ofertes i els comparadors els han obligat a oferir un <strong>preu<\/strong> molt ajustat per poder vendre els seus productes. Igualment, una bona <strong>reputaci\u00f3<\/strong> de qualitat \u00e9s un criteri b\u00e0sic per convertir una visita a una p\u00e0gina en venda.  <\/p>\n\n<p>En conseq\u00fc\u00e8ncia, en adre\u00e7ar-se al p\u00fablic objectiu les empreses han d&#8217;anar m\u00e9s enll\u00e0 i tractar de <strong>connectar<\/strong> amb les persones, creant una relaci\u00f3 que els permeti identificar-se amb els <strong>valors<\/strong> de la marca.<\/p>\n\n<h4 class=\"wp-block-heading\"><strong>Qu\u00e8 \u00e9s el Storytelling<\/strong><\/h4>\n\n<p>El <strong>Storytelling<\/strong> \u00e9s l&#8217; <strong>art d&#8217;explicar una hist\u00f2ria<\/strong> i de crear un <strong>enlla\u00e7<\/strong> <strong>emocional<\/strong> amb l&#8217;audi\u00e8ncia. Utilitzant una <strong>narraci\u00f3 poderosa<\/strong> , una bona hist\u00f2ria permet a les persones connectar de forma immediata i duradora amb una marca. <\/p>\n\n<p>A la pr\u00e0ctica, \u00e9s una eina de m\u00e0rqueting digital que t\u00e9 per objectiu <strong>crear una connexi\u00f3 entre l&#8217;empresa i les persones<\/strong> per aconseguir una determinada finalitat, com ara vendre, informar, inspirar, obtenir feedback, refor\u00e7ar la marca o donar a con\u00e8ixer un nou producte o servei. La difusi\u00f3 de la hist\u00f2ria (en format text, v\u00eddeo i \u00e0udio) es pot realitzar per diferents canals com ara xarxes socials, web, bloc, correu electr\u00f2nic, entre d&#8217;altres. La clau \u00e9s que la hist\u00f2ria estigui adaptada al canal utilitzat (i idealment que aquests es complementin entre ells).  <\/p>\n\n<h4 class=\"wp-block-heading\"><strong>Per qu\u00e8 \u00e9s important<\/strong><\/h4>\n\n<p>Una hist\u00f2ria sempre \u00e9s m\u00e9s f\u00e0cil de recordar que un simple missatge o anunci publicitari. Les persones <strong>s&#8217;identifiquen m\u00e9s f\u00e0cilment amb una hist\u00f2ria<\/strong> propera i inspiradora i capten millor el missatge que una marca vol transmetre. Les emocions generades queden gravades a la mem\u00f2ria.  <\/p>\n\n<p>En aspectes de comunicaci\u00f3, l&#8217;Storytelling t\u00e9 nombrosos avantatges:<\/p>\n\n<ul class=\"wp-block-list\"><li>Genera <strong>confian\u00e7a<\/strong> als clients.<\/li><li>Apropa la marca o empresa a les persones, creant una sensaci\u00f3 de <strong>pertinen\u00e7a<\/strong> (identificaci\u00f3 amb els valors transmesos a la hist\u00f2ria).<\/li><li>Facilita el <strong>record<\/strong> de la marca i de l&#8217;impacte que va provocar, per exemple, davant d&#8217;una necessitat.<\/li><li>Roman en el record del consumidor i \u00e9s <strong>contagi\u00f3s<\/strong> (ens encanta explicar viv\u00e8ncies)<\/li><li>Permet la <strong>diferenciaci\u00f3<\/strong> amb la compet\u00e8ncia i les campanyes tradicionals de publicitat. Si una altra empresa fa servir el Storytelling, \u00e9s molt probable que sigui una hist\u00f2ria ben diferent. <\/li><\/ul>\n\n<h4 class=\"wp-block-heading\"><strong>Les claus del Storytelling<\/strong><\/h4>\n\n<p>Sovint ens preguntem que podr\u00edem explicar sobre nosaltres. Aquesta problem\u00e0tica existeix a empreses que venen productes sense un atractiu particular oa canal B2B. <strong>Com il\u00b7lusionar<\/strong> quan vens consultoria, manteniment, serveis financers o b\u00e9ns de consum ordinari?<\/p>\n\n<p>La resposta est\u00e0 en la <strong>creativitat<\/strong> : les hist\u00f2ries es troben a tot arreu, cada marca pot trobar un relat interessant per explicar als seus clients que generi emocions. De vegades nom\u00e9s cal <strong>demanar informaci\u00f3<\/strong> i <strong>idees<\/strong> preguntant a clients, empleats, col\u00b7laboradors i en general, a la gent que estigui a prop, com a prove\u00efdors, ve\u00efns&#8230; <\/p>\n\n<p>Un altre element a tenir en compte: <strong>la hist\u00f2ria ha d&#8217;enviar un missatge<\/strong> . En aquest punt \u00e9s primordial que aquest missatge i els valors que vehiculeu estigui alineat amb els objectius empresarials. <\/p>\n\n<p>La hist\u00f2ria ha de ser <strong>senzilla i propera<\/strong> perqu\u00e8 l&#8217;audi\u00e8ncia no tingui dificultat per entendre-la i es pugui sentir identificada. L&#8217;enlla\u00e7 aix\u00ed obtingut podr\u00e0 perdurar m\u00e9s f\u00e0cilment al temps. <\/p>\n\n<p>A l&#8217;hora de contar una hist\u00f2ria \u00e9s fonamental fer-ho seguint una estructura determinada que fixi un <strong>fil conductor.<\/strong><\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>Les empreses han de <strong>connectar<\/strong> amb les persones, creant un vincle emocional que els permeti identificar-se amb els <strong>valors<\/strong> de la marca.<\/strong><\/p><cite>Eric Onidi<\/cite><\/blockquote>\n\n<h4 class=\"wp-block-heading\"><strong>Estructura d\u00b4una hist\u00f2ria<\/strong><\/h4>\n\n<p>Una bona forma d&#8217;estructurar una hist\u00f2ria \u00e9s recorrent a la <strong>pir\u00e0mide de Freytag<\/strong> que consta de <strong>cinc passes.<\/strong> <\/p>\n\n<ol class=\"wp-block-list\"><li><strong>L&#8217;exposici\u00f3<\/strong> , on es comen\u00e7a amb la hist\u00f2ria, s&#8217;aporta un context i es presenta els personatges.<\/li><li><strong>L&#8217;acci\u00f3 ascendent<\/strong> , on passa un conflicte que implica un canvi i augmenta l&#8217;acci\u00f3 (lluita contra el conflicte, complicacions, etc.).<\/li><li><strong>El cl\u00edmax<\/strong> , on la hist\u00f2ria arriba al punt de m\u00e0xima tensi\u00f3 i el conflicte es manifesta amb m\u00e9s for\u00e7a.<\/li><li><strong>L&#8217;acci\u00f3 descendent<\/strong> , on la tensi\u00f3 es va relaxant i es prepara el lector per a la resoluci\u00f3 final.<\/li><li><strong>El desenlla\u00e7<\/strong> , on es produeixen els esdeveniments que solucionen el conflicte i s&#8217;arriba al desenlla\u00e7 de la hist\u00f2ria (pot ser amb final tancat o obert).<\/li><\/ol>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/estrategiamarketing.digital\/wp-content\/uploads\/2020\/08\/piramide-de-freytag.png\" alt=\"Imatge de la pir&#xE0;mide de Freytag\" class=\"wp-image-6476\" width=\"415\" height=\"308\" srcset=\"https:\/\/estrategiamarketing.digital\/wp-content\/uploads\/2020\/08\/piramide-de-freytag.png 838w, https:\/\/estrategiamarketing.digital\/wp-content\/uploads\/2020\/08\/piramide-de-freytag-300x223.png 300w, https:\/\/estrategiamarketing.digital\/wp-content\/uploads\/2020\/08\/piramide-de-freytag-768x570.png 768w, https:\/\/estrategiamarketing.digital\/wp-content\/uploads\/2020\/08\/piramide-de-freytag-600x445.png 600w\" sizes=\"(max-width: 415px) 100vw, 415px\" \/><figcaption><br\/>Estructura narrativa d\u00b4un Storytelling<\/figcaption><\/figure><\/div>\n\n<h4 class=\"wp-block-heading\"><strong>Com plantejar una campanya amb Storytelling<\/strong><\/h4>\n\n<p>Per realitzar una bona campanya de m\u00e0rqueting digital utilitzant el Storytelling cal seguir una s\u00e8rie de passos elementals (per\u00f2 que massa vegades es deixen de banda):<\/p>\n\n<ol class=\"wp-block-list\"><li>Definir <strong>quina \u00e9s la visi\u00f3, els valors i la missi\u00f3 de la marca<\/strong> perqu\u00e8 la hist\u00f2ria s&#8217;hi adeq\u00fci.<\/li><li><strong>Definir el p\u00fablic objectiu<\/strong> a qu\u00e8 va dirigit el relat permet fer la narrativa m\u00e9s personal i propera (per tocar sentiments i passions).<\/li><li>Fixar l&#8217; <strong>objectiu empresarial de la campanya<\/strong> , com ara refor\u00e7ar la marca, augmentar les vendes o donar a con\u00e8ixer un producte. En aquest pas \u00e9s essencial integrar lStorytelling dins de lestrat\u00e8gia de m\u00e0rqueting digital de lempresa. <\/li><\/ol>\n\n<h4 class=\"wp-block-heading\"><strong>Mesurar el ROI d&#8217;una campanya<\/strong><\/h4>\n\n<p>El <strong>retorn de la inversi\u00f3<\/strong> (ROI) d&#8217;una campanya de Storytelling \u00e9s <strong>dif\u00edcil de calcular<\/strong> , ja que implica criteris dif\u00edcilment quantificables (identificaci\u00f3 amb la marca, emocions generades, memoritzaci\u00f3) al marge de criteris num\u00e8rics tradicionals (impacte en les xifres de venda, taxa de conversi\u00f3, engagement, etc.)<\/p>\n\n<p>Si cal triar la m\u00e8trica m\u00e9s important per saber si una hist\u00f2ria \u201cfunciona\u201d, seria <strong>el grau de connexi\u00f3 amb el lector<\/strong> o <strong>espectador<\/strong> . Aquest enlla\u00e7 dep\u00e8n de les <strong>emocions<\/strong> produ\u00efdes en el moment de visualitzar un v\u00eddeo o la lectura d&#8217;un article. Sense fer un gran desplegament de recursos, hi ha indicadors (KPIs) que ens donen informacions rellevants.  <\/p>\n\n<p>Un <strong>KPI<\/strong> d&#8217;aquesta connexi\u00f3 \u00e9s l&#8217; <strong>engagement<\/strong> que genera: <strong>com m\u00e9s interacci\u00f3<\/strong> (comentaris, reenviaments <strong>,<\/strong> likes, preguntes <strong>)<\/strong> , <strong><a href=\"https:\/\/www.talkwalker.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">m\u00e9s<\/a><\/strong> impacte emocional <strong>haur\u00e0<\/strong> <strong><a href=\"https:\/\/mention.com\/es\/\" target=\"_blank\" rel=\"noreferrer noopener\">tingut<\/a><\/strong> .  <\/p>\n\n<p>En paral\u00b7lel, es pot mesurar l&#8217;emoci\u00f3 del p\u00fablic en el percentatge de persones que hagin <strong>visualitzat<\/strong> el v\u00eddeo de la hist\u00f2ria fins al final, o el <strong>temps<\/strong> passat <strong>en<\/strong> <strong>una<\/strong> <strong>p\u00e0gina<\/strong> llegint-la. Aquestes m\u00e8triques s\u00f3n f\u00e0cils d&#8217;obtenir a un Google Analytics ben configurat. <\/p>\n\n<p>Al llarg del temps hi ha hagut moltes campanyes de Storytelling reeixides que encara es troben en el record de tots com:<\/p>\n\n<ul class=\"wp-block-list\"><li><strong>Nike i Michael Jordan<\/strong> . L&#8217;empresa de sabatilles i roba esportiva va fer un Storytelling basat en el jugador de b\u00e0squet Michael Jordan l&#8217;any 1999. Es tractava d&#8217;un v\u00eddeo d&#8217;1 minut de durada on es recollien moments diferents de la vida esportiva de l&#8217;estrella de l&#8217;NBA. A tot l&#8217;anunci no s&#8217;esmenta la marca, excepte al final del v\u00eddeo on apareix concitament el logotip i l&#8217;esl\u00f2gan Just do it.   <\/li><\/ul>\n\n<ul class=\"wp-block-list\"><li><strong>Loteria de Nadal<\/strong> . A Espanya tenim el clar exemple de Storytelling exit\u00f3s a les campanyes de la loteria de Nadal. L&#8217;objectiu \u00e9s la venda de d\u00e8cims de loteria i ho aconsegueixen a trav\u00e9s d&#8217;hist\u00f2ries properes atacant els sentiments i on l&#8217;audi\u00e8ncia s&#8217;emociona i s&#8217;identifica f\u00e0cilment amb els esdeveniments.  <\/li><\/ul>\n\n<h4 class=\"wp-block-heading\"><strong>Evoluci\u00f3 del Storytelling<\/strong><\/h4>\n\n<p>Actualment algunes empreses opten pel <strong>transm\u00e8dia Storytelling<\/strong> , on la hist\u00f2ria s&#8217;explica utilitzant diversos canals de comunicaci\u00f3 que es complementen entre ells, i on l&#8217;audi\u00e8ncia pren un paper actiu. Parlarem en profunditat de la narrativa transm\u00e8dia en una propera entrada d&#8217;aquest <a href=\"https:\/\/estrategiamarketing.digital\/ca\/blog\/\">bloc<\/a> . <\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Storytelling \u00e9s l&#8217;art d&#8217;explicar una hist\u00f2ria i de crear un enlla\u00e7 emocional amb l&#8217;audi\u00e8ncia. Utilitzant una narraci\u00f3 poderosa, una bona hist\u00f2ria permet a l&#8217;empresa i la marca connectar de forma immediata i duradora amb les persones per aconseguir els seus objectius. T&#8217;expliquem com&#8230;  <\/p>\n","protected":false},"author":3,"featured_media":7943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[170,169],"tags":[172,171],"class_list":["post-8667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia-ca","category-marqueting-digital","tag-audiencia-ca","tag-storytelling-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les claus del Storytelling - M\u00e0rqueting Digital<\/title>\n<meta name=\"description\" content=\"El storytelling consisteix a crear un enlla\u00e7 emocional entre la marca i la seva audi\u00e8ncia. 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