{"id":3448,"date":"2019-10-10T11:40:22","date_gmt":"2019-10-10T09:40:22","guid":{"rendered":"http:\/\/wptest.nexum.cz\/storytelling-vypravejte-pribehy-at-nezmizite-v-propadlisti-dejin\/"},"modified":"2019-10-10T11:40:22","modified_gmt":"2019-10-10T09:40:22","slug":"storytelling-vypravejte-pribehy-at-nezmizite-v-propadlisti-dejin","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/storytelling-vypravejte-pribehy-at-nezmizite-v-propadlisti-dejin\/","title":{"rendered":"Storytelling &#8211; Vypr\u00e1v\u011bjte p\u0159\u00edb\u011bhy, a\u0165 nezmiz\u00edte v propadli\u0161ti d\u011bjin"},"content":{"rendered":"<p>Vyu\u017eijte nejen ve sv\u00e9 obsahov\u00e9 strategii s\u00edlu storytellingu. Co to je? Vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f. P\u0159esn\u011bji \u0159e\u010deno je to <strong>profesion\u00e1ln\u00ed vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f spojen\u00e9 s\u00a0n\u011bjak\u00fdm c\u00edlem<\/strong>. Vypr\u00e1v\u00edme p\u0159\u00edb\u011bh za jist\u00fdm \u00fa\u010delem.<\/p>\n<p>Ji\u017e na\u0161i prav\u011bc\u00ed p\u0159edci vypr\u00e1v\u011bli sv\u00e9 p\u0159\u00edb\u011bhy na zdech jeskyn\u00ed pomoc\u00ed obr\u00e1zk\u016f. D\u011btem od mali\u010dka \u010dteme a vypr\u00e1v\u00edme. Ani v\u00a0dosp\u011blosti jsme neztratili schopnost vypr\u00e1v\u011bn\u00ed. Lidsk\u00fd mozek je p\u0159edur\u010den\u00fd k\u00a0tomu, aby informace absorboval prost\u0159ednictv\u00edm p\u0159\u00edb\u011bh\u016f.<\/p>\n<p> O storytellingu se d\u00e1 sm\u011ble prohl\u00e1sit, \u017ee:<\/p>\n<p>\u25cf Vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f je star\u00e9 jako lidstvo samo.<\/p>\n<p>\u25cf Je to jedna z\u00a0nejp\u0159irozen\u011bj\u0161\u00edch lidsk\u00fdch \u010dinnost\u00ed.<\/p>\n<p>\u25cf Je o odvaze sd\u00edlet sv\u016fj p\u0159\u00edb\u011bh a p\u0159edat zku\u0161enost d\u00e1l..<\/p>\n<h2>Pro\u010d vypr\u00e1v\u011bt p\u0159\u00edb\u011bh?<\/h2>\n<p>Tady n\u00e1m skv\u011ble poslou\u017e\u00ed jedna studie z\u00a0Princetonsk\u00e9 university, kter\u00e1 poch\u00e1z\u00ed ji\u017e z\u00a0roku 2010. Studenti m\u011bli za \u00fakol p\u0159edstavit b\u011bhem jedn\u00e9 minuty produkt. V\u0161ichni studenti, krom\u011b jednoho, sd\u011blovali fakta a parametry. Jeden jedin\u00fd vypr\u00e1v\u011bl p\u0159\u00edb\u011bh.<\/p>\n<p>V\u00fdsledek byl ohromuj\u00edc\u00ed: Hodinu po prezentac\u00edch si jen <strong>5%<\/strong> poslucha\u010d\u016f pamatovalo fakta a parametry.<br \/> Vypr\u00e1v\u011bn\u00fd p\u0159\u00edb\u011bh si st\u00e1le pamatovalo <strong>63%<\/strong> p\u0159\u00edtomn\u00fdch.<\/p>\n<p>Cel\u00e1 \u0159ada \u00fasp\u011b\u0161n\u00fdch sv\u011btov\u00fdch firem m\u00e1 sv\u016fj p\u0159\u00edb\u011bh. Pro ilustraci zmi\u0148me jen n\u011bkolik p\u0159\u00edklad\u016f za v\u0161echny: McDonalds, Apple, Ikea nebo Harley Davidson.<\/p>\n<p>Za \u010cesko pak jmenujme nap\u0159\u00edklad: Kofola, Petrof, Dermacol nebo Tatra.<\/p>\n<p>Co by dobr\u00e9mu p\u0159\u00edb\u011bhu nem\u011blo chyb\u011bt?<\/p>\n<p>Jedn\u00edm z\u00a0hlavn\u00edch pil\u00ed\u0159\u016f dob\u0159e vystav\u011bn\u00e9ho p\u0159\u00edb\u011bhu je ur\u010dit\u00e1 <strong>struktura<\/strong>, kde se poslucha\u010d neztrat\u00ed. Typicky to m\u016f\u017ee vypadat asi takto:<\/p>\n<p><strong>Kontext<\/strong><\/p>\n<p>\u25cf Kdy a kde?<\/p>\n<p>\u25cf Kdo je hlavn\u00ed postava?<\/p>\n<p>\u25cf Jak\u00e9 je sm\u011b\u0159ov\u00e1n\u00ed hlavn\u00edho hrdiny?<\/p>\n<p><strong>Akce<\/strong><\/p>\n<p>\u25cf Konflikt \u2013 z\u00e1pletka.<\/p>\n<p>\u25cf P\u0159\u00edpadn\u00fd zvrat.<\/p>\n<p><strong>V\u00fdsledek<\/strong><\/p>\n<p>\u25cf Jak p\u0159\u00edb\u011bh dopadl. <\/p>\n<p>Abychom publikum je\u0161t\u011b v\u00edce vt\u00e1hli do na\u0161eho p\u0159\u00edb\u011bhu, akcelerujeme b\u011bh ud\u00e1lost\u00ed, t\u00edm dostane vypr\u00e1v\u011bn\u00ed v\u011bt\u0161\u00ed <strong>dynamiku<\/strong>. M\u016f\u017ee se jednat o ne\u010dekanou ud\u00e1lost, kter\u00e1 razantn\u011b ovlivn\u00ed status na\u0161eho hrdiny nebo okolnosti ze za\u010d\u00e1tku vypr\u00e1v\u011bn\u00ed.<\/p>\n<p>Uv\u011b\u0159itelnost p\u0159\u00edb\u011bhu velmi souvis\u00ed s\u00a0osobn\u00ed zku\u0161enost\u00ed vypr\u00e1v\u011bj\u00edc\u00edho. Nejlep\u0161\u00ed <strong>autenticitu<\/strong> doc\u00edl\u00edme tehdy, kdy\u017e jsme sami sou\u010d\u00e1st\u00ed tohoto p\u0159\u00edb\u011bhu. Vypr\u00e1v\u011bn\u00ed t\u0159et\u00ed nez\u00fa\u010dastn\u011bnou osobou jen ob\u010das vt\u00e1hne v\u00edc ne\u017e m\u016fj vlastn\u00ed p\u0159\u00edb\u011bh.<\/p>\n<p>P\u0159i r\u016fzn\u00fdch p\u0159\u00edle\u017eitostech a v\u00a0z\u00e1vislosti na tom, kdo je va\u0161e publikum, m\u016f\u017eeme tak\u00e9 <strong>zapojit<\/strong> jednotliv\u00e9 <strong>poslucha\u010de<\/strong> do na\u0161eho p\u0159\u00edb\u011bhu. Op\u011bt je to zp\u016fsob, jak v\u00edce vt\u00e1hnout do d\u011bje.<\/p>\n<p>P\u0159i va\u0161em vypr\u00e1v\u011bn\u00ed nezapom\u00ednejte na <strong>emoce<\/strong> a <strong>humor<\/strong>. Nen\u00ed nad to, kdy trapnou situaci vyu\u017eijete k\u00a0vtipn\u00e9 pozn\u00e1mce. N\u011bkter\u00e9 pas\u00e1\u017ee va\u0161eho vypr\u00e1v\u011bn\u00ed mohou b\u00fdt statick\u00e9 nebo pro n\u011bkoho dokonce nudn\u00e9. Spr\u00e1vn\u00e9 na\u010dasov\u00e1n\u00ed ur\u010dit\u00e9 d\u00e1vky emoc\u00ed p\u016fsob\u00ed podobn\u011b, jako od\u0161puntov\u00e1n\u00ed \u0161ampa\u0148sk\u00e9ho.<\/p>\n<p>Smyslem ka\u017ed\u00e9ho dobr\u00e9ho p\u0159\u00edb\u011bhu by m\u011blo b\u00fdt n\u011bjak\u00e9 <strong>poselstv\u00ed<\/strong>. Je to obvykle hlavn\u00ed motivace a d\u016fvod, pro\u010d p\u0159\u00edb\u011bh v\u016fbec vypr\u00e1v\u00edte. P\u0159\u00edb\u011bh bez poselstv\u00ed je jako sex bez orgasmu.<\/p>\n<h2>Spojte v\u00e1\u0161 p\u0159\u00edb\u011bh s\u00a0podnik\u00e1n\u00edm<\/h2>\n<p>P\u0159\u00edb\u011bh m\u016f\u017eete vypr\u00e1v\u011bt v\u00a0kontextu va\u0161\u00ed firmy, toho, jak vznikla, jak\u00e9 byly p\u0159ek\u00e1\u017eky na cest\u011b k\u00a0prvn\u00edm \u00fasp\u011bch\u016fm i zvrat\u016fm. Nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed produkty maj\u00ed rovn\u011b\u017e sv\u016fj p\u0159\u00edb\u011bh. Jsou toti\u017e tak snadno k\u00a0zapamatov\u00e1n\u00ed, \u017ee je t\u011b\u017ek\u00e9 je z\u00a0hlavy dostat.<\/p>\n<p><em>Firma Coca-cola si d\u00edky p\u0159\u00edb\u011bhu o Santa Klausovi zajistila nesmrtelnost. Ka\u017ed\u00fd rok v\u00a0dob\u011b V\u00e1noc n\u00e1m p\u0159ipomene, \u017ee pro\u0161ediv\u011bl\u00fd d\u011bda v\u00a0\u010derven\u00e9m kab\u00e1tku ned\u00e1 bez jejich n\u00e1poje \u201eani r\u00e1nu..\u201c Ob\u010das je v\u00a0tom humor, n\u011bkdy akce, jindy zas rodina, ale v\u017edy jsou v\u00a0tom emoce.<\/em><\/p>\n<p><em>P\u0159\u00ed\u0161t\u00ed rok oslav\u00ed 100. narozeniny stavebnice Merkur, kterou znaj\u00ed v\u0161echny generace \u010cech\u016f. P\u0159etrvala v\u00a0dob\u00e1ch hor\u0161\u00edch i vylo\u017een\u011b zl\u00fdch a postupem \u010dasu se z\u00a0n\u00ed stala legenda. Vyn\u00e1lezci Otto Vychtrlemu poslou\u017eila stavebnice k\u00a0sestaven\u00ed prvn\u00edho p\u0159\u00edstroje na v\u00fdrobu kontaktn\u00edch \u010do\u010dek. <\/em><\/p>\n<p><strong>Chcete zv\u00fd\u0161it prodeje nebo cenu za produkt?<\/strong><\/p>\n<p>P\u0159\u00edb\u011bh je rozd\u00edlov\u00fdm hr\u00e1\u010dem vbyznysu a je toz\u00e1rove\u0148 d\u016fvod, pro\u010d jsou z\u00e1kazn\u00edci ochotn\u00ed p\u0159iplatit si za srovnateln\u00fdprodukt\/slu\u017ebu. P\u0159\u00edb\u011bh jim nab\u00eddne hlub\u0161\u00ed smysl, n\u011bco, s\u010d\u00edm se mohou ztoto\u017enit.Jak\u00fd p\u0159\u00edb\u011bh bude zaj\u00edmat va\u0161\u00ed c\u00edlovou skupinu?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vypr\u00e1v\u011bjte sv\u00fdm z\u00e1kazn\u00edk\u016fm p\u0159\u00edb\u011bhy. O va\u0161\u00ed firm\u011b, produktech, o \u010demkoliv. Z\u00edsk\u00e1te si jejich pozornost.<\/p>\n","protected":false},"author":10,"featured_media":2613,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-3448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Storytelling - Vypr\u00e1v\u011bjte p\u0159\u00edb\u011bhy, a\u0165 nezmiz\u00edte v propadli\u0161ti d\u011bjin<\/title>\n<meta name=\"description\" content=\"Vypr\u00e1v\u011bjte sv\u00fdm z\u00e1kazn\u00edk\u016fm p\u0159\u00edb\u011bhy. 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