Storytelling \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nh\u01b0 l\u00e0 c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u ch\u1ea1m t\u1edbi c\u1ea3m x\u00fac kh\u00e1ch h\u00e0ng v\u00e0 l\u00e0 ph\u01b0\u01a1ng ph\u00e1p marketing \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i. V\u1eady Storytelling l\u00e0 g\u00ec?<\/p>\n
Storytelling (k\u1ec3 chuy\u1ec7n)\u00a0\u2013 ngh\u1ec7 thu\u1eadt k\u1ec3 chuy\u1ec7n b\u1eb1ng ng\u00f4n t\u1eeb v\u00e0 h\u00ecnh \u1ea3nh l\u00e0 h\u00ecnh th\u1ee9c marketing th\u00f4ng qua vi\u1ec7c x\u00e2y d\u1ef1ng, ph\u00e1t tri\u1ec3n v\u00e0 nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u1eb7c s\u1eafc v\u00e0 c\u00f3 ch\u1ee9a s\u1ef1 li\u00ean quan t\u1edbi th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m doanh nghi\u1ec7p. Storytelling l\u00e0 ph\u01b0\u01a1ng ph\u00e1p gi\u00fap th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean g\u1ea7n g\u0169i v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o n\u00ean s\u1ee3i d\u00e2y c\u1ea3m x\u00fac k\u1ebft n\u1ed1i kh\u00e1ch h\u00e0ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
H\u00ecnh th\u1ee9c marketing n\u00e0y \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u Marketer s\u1eed d\u1ee5ng cho chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng nh\u01b0 m\u1ed9t \u0111i\u1ec3m ch\u1ea1m \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng v\u00e0o c\u1ea3m x\u00fac v\u00e0 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p t\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/p>\n
Storytelling tr\u1ea3i qua s\u1ef1 h\u00ecnh th\u00e0nh v\u00e0 ph\u00e1t tri\u1ec3n t\u1eeb 3 giai \u0111o\u1ea1n: V\u0103n h\u00f3a truy\u1ec1n mi\u1ec7ng, v\u0103n h\u00f3a \u0111\u1ecdc v\u00e0 v\u0103n h\u00f3a truy\u1ec1n t\u1ea3i qua c\u00f4ng ngh\u1ec7 th\u00f4ng tin.<\/p><\/blockquote>\n
2. L\u1ee3i \u00edch c\u1ee7a Storytelling \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p<\/strong><\/h2>\n
2.1. Truy\u1ec1n th\u00f4ng v\u00e0 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u cho doanh nghi\u1ec7p<\/strong><\/h3>\n
M\u1ed9t c\u00e2u chuy\u1ec7n ch\u1ee9a \u0111\u1ef1ng to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh h\u00ecnh th\u00e0nh v\u00e0 ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p s\u1ebd b\u1ed5 sung th\u00f4ng tin cho kh\u00e1ch h\u00e0ng hi\u1ec3u v\u1ec1 t\u1ea7m nh\u00ecn, s\u1ee9 m\u1ec7nh v\u00e0 m\u1ee5c ti\u00eau ho\u1ea1t \u0111\u1ed9ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
M\u1ed9t c\u00e2u chuy\u1ec7n th\u1ef1c t\u1ebf, s\u1ed1ng \u0111\u1ed9ng, d\u1ec5 hi\u1ec3u v\u00e0 d\u1ec5 nh\u1edb s\u1ebd \u0111em l\u1ea1i nh\u1eadn th\u1ee9c s\u00e2u s\u1eafc v\u00e0 thi\u1ec7n c\u1ea3m v\u1ec1 doanh nghi\u1ec7p cho kh\u00e1ch h\u00e0ng. D\u1eabn d\u1eaft kh\u00e1ch h\u00e0ng t\u00ecm hi\u1ec3u v\u00e0 quan t\u00e2m h\u01a1n v\u1ec1 doanh nghi\u1ec7p. C\u00f3 th\u1ec3 n\u00f3i Storytelling l\u00e0 ph\u01b0\u01a1ng th\u1ee9c Marketing \u0111\u1ed9c \u0111\u00e1o, t\u1ef1 nhi\u00ean \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 l\u1edbn.<\/p>\n
2.2. T\u1ea1o \u01b0u th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng cho doanh nghi\u1ec7p<\/h3>\n
Trong th\u1ecb tr\u01b0\u1eddng s\u1ebd lu\u00f4n c\u00f3 nhi\u1ec1u doanh nghi\u1ec7p kinh doanh trong c\u00f9ng m\u1ed9t ph\u00e2n kh\u00fac v\u00e0 c\u1ea1nh tranh l\u1eabn nhau. Cho n\u00ean doanh nghi\u1ec7p c\u00e0ng c\u00f3 nhi\u1ec1u y\u1ebfu t\u1ed1 ri\u00eang bi\u1ec7t c\u00e0ng n\u1ed5i b\u1eadt v\u00e0 thu h\u00fat \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng h\u01a1n v\u1edbi \u0111\u01a1n th\u1ee7. Kh\u00f4ng ch\u1ec9 v\u1eady c\u1ea3m x\u00fac c\u00f2n l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 chi ph\u1ed1i quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng r\u1ea5t l\u1edbn. Nghi\u1ec5m nhi\u00ean m\u1ed9t doanh nghi\u1ec7p c\u00f3 c\u00e2u chuy\u1ec7n thu h\u00fat mang th\u00f4ng \u0111i\u1ec7p gi\u00e1 tr\u1ecb s\u1ebd t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn c\u1ea3m x\u00fac v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng h\u01a1n h\u1eb3n \u0111\u1ed1i th\u1ee7. V\u00e0 khi kh\u00e1ch h\u00e0ng b\u1edfi thu h\u00fat b\u1edfi y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i, chi\u1ec1u s\u00e2u c\u1ee7a doanh nghi\u1ec7p vi\u1ec7c mua s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 s\u1ebd tr\u1edf l\u00ean d\u1ec5 d\u00e0ng v\u00e0 nhanh ch\u00f3ng h\u01a1n.<\/p>\n
2.3. Th\u1ea5u hi\u1ec3u t\u00e2m l\u00fd \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng<\/h3>\n
<\/a><\/p>\n
M\u1ed7i c\u00e2u chuy\u1ec7n s\u1ebd mang m\u1ed9t \u00fd ngh\u0129a ri\u00eang v\u00e0 s\u1ebd b\u1ed9c l\u1ed9 cho kh\u00e1ch h\u00e0ng v\u1ec1 h\u00e0nh tr\u00ecnh, ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p. V\u00e0 nh\u1eefng c\u00e2u chuy\u1ec7n d\u1ef1a theo nh\u1eefng s\u1ef1 vi\u1ec7c \u0111\u00e3 x\u1ea3y ra c\u00e0ng mang \u0111\u1ebfn hi\u1ec7u qu\u1ea3 t\u1ed1t trong vi\u1ec7c t\u00e1c \u0111\u1ed9ng t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng. V\u00e0 ch\u00fang s\u1ebd gi\u00fap doanh nghi\u1ec7p n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng t\u1eeb \u0111\u00f3 thu h\u00fat h\u1ecd ti\u1ebfp c\u1eadn doanh nghi\u1ec7p.<\/p>\n
2.4. T\u1ea1o th\u00eam nhi\u1ec1u kh\u00e1ch h\u00e0ng trung th\u00e0nh<\/h3>\n
Storytelling ch\u1ee9a \u0111\u1ef1ng t\u1ea5t c\u1ea3 t\u1ea7m nh\u00ecn c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. Khi \u0111\u00e3 th\u1ea5u hi\u1ec3u doanh nghi\u1ec7p v\u00e0 c\u00f3 tr\u1ea3i nghi\u1ec7m v\u1ec1 s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5, kh\u00e1ch h\u00e0ng s\u1ebd tin t\u01b0\u1edfng v\u00e0 y\u00eau th\u00edch th\u01b0\u01a1ng hi\u1ec7u. V\u00e0 v\u1ec1 l\u00e2u d\u00e0i h\u1ecd s\u1ebd tr\u1edf kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u1edbi doanh nghi\u1ec7p.<\/p>\n
2.5. Th\u00fac \u0111\u1ea9y n\u0103ng su\u1ea5t l\u00e0m vi\u1ec7c v\u00e0 t\u1ea1o s\u1ef1 g\u1eafn k\u1ebft gi\u1eefa nh\u00e2n vi\u00ean v\u1edbi c\u00f4ng ty\u00a0<\/strong><\/h3>\n
Storytelling c\u00f2n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 \u0111\u1ec3 k\u1ec3 nh\u1eefng c\u00e2u chuy\u1ec7n xoay quanh l\u1ecbch s\u1eed c\u00f4ng ty, t\u1ea7m nh\u00ecn, m\u1ee5c ti\u00eau ph\u00e1t tri\u1ec3n,\u2026 Trong nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u00f3, nh\u00e2n vi\u00ean c\u00f3 vai tr\u00f2 l\u00e0 y\u1ebfu t\u1ed1 trung t\u00e2m v\u00e0 \u0111\u00f3ng g\u00f3p m\u1ed9t ph\u1ea7n quan tr\u1ecdng. Vi\u1ec7c l\u00e0m n\u00e0y khi\u1ebfn nh\u00e2n vi\u00ean hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a doanh nghi\u1ec7p, t\u1eeb \u0111\u00f3 t\u0103ng ni\u1ec1m tin c\u1ee7a nh\u00e2n vi\u00ean v\u00e0o c\u00f4ng ty v\u00e0 th\u00fac \u0111\u1ea9y \u0111\u1ed9ng l\u1ef1c l\u00e0m vi\u1ec7c.<\/p>\n
3. C\u00e1c d\u1ea1ng Storytelling ph\u1ed5 bi\u1ebfn<\/strong><\/h2>\n
3.1. Data storytelling\u00a0<\/strong><\/h3>\n
L\u00e0 ph\u01b0\u01a1ng ph\u00e1p k\u1ec3 chuy\u1ec7n th\u00f4ng qua con s\u1ed1 th\u1ef1c t\u1ebf ho\u1eb7c ch\u1eef vi\u1ebft nh\u1eb1m cung c\u1ea5p th\u00f4ng tin quan tr\u1ecdng \u0111\u1ebfn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch \u0111\u1ea7y \u0111\u1ee7, s\u1ed1ng \u0111\u1ed9ng, d\u1ec5 hi\u1ec3u v\u00e0 c\u00f3 t\u00ednh thuy\u1ebft ph\u1ee5c cao.<\/p>\n
<\/a><\/p>\n
Data storytelling t\u1ed1t s\u1ebd t\u1eadp h\u1ee3p \u0111\u1ee7 3 y\u1ebfu t\u1ed1: D\u1eef li\u1ec7u, h\u00ecnh \u1ea3nh v\u00e0 c\u1ed1t truy\u1ec7n. H\u00ecnh th\u1ee9c n\u00e0y \u0111\u01b0a ra nh\u1eefng th\u00f4ng tin h\u1eefu \u00edch v\u00e0 quan tr\u1ecdng nh\u1ea5t theo m\u1ed9t tr\u00ecnh t\u1ef1 d\u1ec5 hi\u1ec3u nh\u1ea5t \u0111\u1ec3 c\u00f4ng ch\u00fang c\u00f3 th\u1ec3 n\u1eafm b\u1eaft d\u1ec5 d\u00e0ng v\u00e0 \u0111\u01b0a ra \u0111\u01b0\u1ee3c nh\u1eefng quy\u1ebft \u0111\u1ecbnh ch\u00ednh x\u00e1c.<\/p>\n
3.2. Visual storytelling<\/strong><\/h3>\n
<\/a><\/p>\n
Visual Storytelling (k\u1ec3 c\u00e2u chuy\u1ec7n b\u1eb1ng h\u00ecnh \u1ea3nh) l\u00e0 ph\u01b0\u01a1ng ph\u00e1p s\u1eed d\u1ee5ng n\u1ed9i dung tr\u1ef1c quan (video, h\u00ecnh \u1ea3nh minh h\u1ecda) \u0111\u1ec3 truy\u1ec1n \u0111\u1ea1t m\u1ed9t c\u00e2u chuy\u1ec7n. V\u00e0 t\u1eeb \u0111\u00f3 kh\u01a1i g\u1ee3i c\u1ea3m x\u00fac, \u0111\u1ecbnh h\u01b0\u1edbng c\u00f4ng ch\u00fang t\u1edbi m\u1ed9t n\u1ed9i dung m\u00e0 doanh nghi\u1ec7p mong mu\u1ed1n.\u00a0\u00a0Ta c\u00f3 th\u1ec3 th\u1ea5y n\u00f3 xu\u1ea5t hi\u1ec7n \u1edf c\u00e1c b\u00e0i vi\u1ebft tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, infographic, motion graphic,..<\/p>\n
4. C\u00e1ch vi\u1ebft Storytelling thu h\u00fat\u00a0<\/b><\/h2>\n
B\u01b0\u1edbc 1: L\u1ef1a ch\u1ecdn c\u1ed1t truy\u1ec7n ph\u00f9 h\u1ee3p<\/b><\/h3>\n
C\u00f3 r\u1ea5t nhi\u1ec1u c\u1ed1t truy\u1ec7n \u0111\u1ec3 b\u1ea1n ch\u1ecdn l\u1ef1a v\u00e0 s\u1eed d\u1ee5ng nh\u01b0: T\u1eeb t\u1ed3i t\u1ec7 \u0111\u1ebfn th\u00e0nh c\u00f4ng, v\u01b0\u1ee3t qua qu\u00e1i v\u1eadt, h\u00e0nh tr\u00ecnh c\u1ee7a ng\u01b0\u1eddi h\u00f9ng, chinh ph\u1ee5c v\u00e0 \u201c ho\u00e0i ni\u1ec7m \u2013 ch\u00e2n l\u00fd\u201d. Vi\u1ec7c l\u1ef1a ch\u1ecdn c\u1ed1t truy\u1ec7n ph\u00f9 h\u1ee3p v\u1edbi doanh nghi\u1ec7p khi\u1ebfn b\u1ea1n c\u00f3 th\u1ec3 tri\u1ec3n khai c\u00e2u chuy\u1ec7n m\u1ed9t c\u00e1ch tr\u01a1n tru nh\u1ea5t.<\/p>\n
B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh g\u00f3c nh\u00ecn trong c\u00e2u chuy\u1ec7n<\/b><\/h3>\n
Hai \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh trong m\u1ed7i c\u00e2u chuy\u1ec7n l\u00e0 nh\u00e2n v\u1eadt ch\u00ednh v\u00e0 ng\u01b0\u1eddi nghe. Nh\u00e2n v\u1eadt ch\u00ednh \u1edf \u0111\u00e2y c\u00f3 th\u1ec3 b\u1ea5t c\u1ee9 \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0o cho n\u00ean c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u1ec3 tri\u1ec3n khai c\u00e2u chuy\u1ec7n.<\/p>\n
Ngo\u00e0i ra ng\u01b0\u1eddi vi\u1ebft c\u1ea7n \u0111\u1eb7t b\u1ea3n th\u00e2n v\u00e0o v\u1ecb tr\u00ed c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 doanh nghi\u1ec7p mu\u1ed1n truy\u1ec1n t\u1ea3i \u0111\u1ec3 c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng mong mu\u1ed1n, nhu c\u1ea7u c\u1ee7a h\u1ecd. N\u00f3i c\u00e1ch kh\u00e1c, ta c\u1ea7n c\u00f3 c\u00e1i nh\u00ecn \u0111a chi\u1ec1u nhi\u1ec1u g\u00f3c \u0111\u1ed9 \u0111\u1ec3 c\u00f3 th\u1ec3 k\u1ec3 t\u1ed1t c\u00e2u chuy\u1ec7n doanh nghi\u1ec7p.<\/p>\n
B\u01b0\u1edbc 3: X\u00e2y d\u1ef1ng c\u1ed1t truy\u1ec7n<\/b><\/h3>\n
Gi\u1ed1ng nh\u01b0 vi\u1ec7c t\u1eadp l\u00e0m v\u0103n tr\u00ean gh\u1ebf nh\u00e0 tr\u01b0\u1eddng, Storytelling c\u1ea7n \u0111\u01b0\u1ee3c ph\u00e1c th\u1ea3o chi ti\u1ebft \u0111\u1ea3m b\u1ea3o cho c\u00e1c t\u00ecnh ti\u1ebft, y\u1ebfu t\u1ed1 trong c\u00e2u chuy\u1ec7n li\u00ean k\u1ebft ch\u1eb7t ch\u1ebd, xuy\u00ean su\u1ed1t v\u1edbi nhau.<\/p>\n
M\u1ed9t c\u1ed1t truy\u1ec7n ch\u1ec9n chu, m\u1ea1ch l\u1ea1c v\u00e0 xuy\u00ean su\u1ed1t s\u1ebd gi\u00fap \u0111\u1ed9c gi\u1ea3 c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng theo d\u00f5i v\u00e0 n\u1eafm b\u1eaft t\u1ed1t h\u01a1n. b\u00ean c\u1ea1nh \u0111\u00f3 vi\u1ec7c x\u00e2y d\u1ef1ng c\u1ed1t truy\u1ec7n s\u1ebd gi\u00fap ta ph\u00e1t hi\u1ec7n \u0111\u01b0\u1ee3c nh\u1eefng l\u1ed7 h\u1ed5ng c\u0169ng nh\u01b0 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u00fang n\u1ed9i dung, th\u00f4ng \u0111i\u1ec7p m\u00e0 doanh nghi\u1ec7p mu\u1ed1n truy\u1ec1n t\u1ea3i.<\/p>\n
B\u01b0\u1edbc 4: \u0110\u00e0o s\u00e2u v\u00e0o t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng<\/b><\/h3>\n
M\u1ed9t c\u00e2u chuy\u1ec7n thu h\u00fat, t\u00e1c \u0111\u1ed9ng \u0111\u01b0\u1ee3c t\u1edbi c\u1ea3m x\u00fac kh\u00e1ch h\u00e0ng l\u00e0 c\u00e2u chuy\u1ec7n c\u00f3 chi\u1ec1u s\u00e2u v\u00e0 khai th\u00e1c \u0111\u00fang insight c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. Cho n\u00ean c\u1ea7n t\u00ecm hi\u1ec3u k\u1ef9 v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng c\u00e2u chuy\u1ec7n h\u01b0\u1edbng t\u1edbi \u0111\u1ec3 c\u00f3 th\u1ec3 n\u1eafm b\u1eaft tr\u00fang t\u00e2m t\u01b0, nguy\u1ec7n v\u1ecdng v\u00e0 kh\u01a1i g\u1ee3i \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng c\u1ea3m t\u1eeb kh\u00e1ch h\u00e0ng.<\/p>\n
B\u01b0\u1edbc 5: B\u1ed5 sung d\u1eabn ch\u1ee9ng<\/b><\/h3>\n
D\u1eabn ch\u1ee9ng th\u1ef1c t\u1ebf l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 kh\u00f4ng th\u1ec3 b\u1ecf qua trong Storytelling. Ch\u00fang s\u1ebd khi\u1ebfn c\u00e2u chuy\u1ec7n tr\u1edf n\u00ean th\u1ef1c t\u1ebf v\u00e0 thuy\u1ebft ph\u1ee5c h\u01a1n. Vi\u1ec7c l\u1ed3ng gh\u00e9p c\u00e1c d\u1eabn ch\u1ee9ng v\u00e0o c\u00e2u chuy\u1ec7n kh\u00f4ng ch\u1ec9 khi\u1ebfn truy\u1ec7n k\u1ec3 tr\u1edf l\u00ean h\u1ea5p d\u1eabn h\u01a1n m\u00e0 c\u00f2n t\u0103ng t\u00ednh ch\u00e2n th\u1ef1c, g\u1ea7n g\u0169i h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n
B\u01b0\u1edbc 6: T\u1ea1o ra \u201cng\u01b0\u1eddi h\u00f9ng\u201d c\u1ee7a c\u00e2u chuy\u1ec7n<\/b><\/h3>\n
\u0110\u00e2y l\u00e0 nh\u00e2n v\u1eadt \u201c \u0111i\u1ec3m s\u00e1ng\u201d c\u1ee7a c\u00e2u chuy\u1ec7n, ng\u01b0\u1eddi v\u01b0\u1ee3t qua c\u00e1c tr\u1edf ng\u1ea1i \u0111\u1ec3 th\u00e0nh c\u00f4ng ho\u1eb7c c\u00f3 \u00fd ngh\u0129a \u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi m\u1ecdi ng\u01b0\u1eddi. V\u00e0 \u0111\u00e2y s\u1ebd l\u00e0 nh\u00e2n v\u1eadt khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi y\u00eau th\u00edch, qu\u00fd m\u1ebfn khi\u1ebfn h\u1ecd nh\u1edb \u0111\u1ebfn c\u1eadu chuy\u1ec7n v\u00e0 c\u00f3 thi\u1ec7n c\u1ea3m v\u1edbi th\u01b0\u01a1ng hi\u1ec7u h\u01a1n.<\/p>\n
5. Nh\u1eefng l\u01b0u \u00fd khi vi\u1ebft Storytelling<\/b><\/h2>\n
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- \u0110\u1ea7u t\u01b0 th\u1eddi gian cho vi\u1ec7c chu\u1ea9n b\u1ecb l\u00ean \u00fd t\u01b0\u1edfng v\u00e0 n\u1ed9i dung.<\/li>\n
- N\u1ed9i dung c\u00e2u chuy\u1ec7n c\u1ea7n m\u1ea1ch l\u1ea1c, r\u00f5 r\u00e0ng c\u00f3 t\u00ednh li\u00ean k\u1ebft. B\u1ed1 c\u1ee5c c\u1ea7n \u0111\u1ea7y \u0111\u1ee7 theo tr\u00ecnh t\u1ef1 m\u1edf \u0111\u1ea7u, di\u1ec5n bi\u1ebfn, gi\u1ea3i ph\u00e1p v\u00e0 k\u1ebft c\u1ee5c<\/li>\n
- S\u1eed d\u1ee5ng gi\u1ecdng v\u0103n ph\u00f9 h\u1ee3p, h\u1ea5p d\u1eabn \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/li>\n
- C\u1ea7n c\u00f3 g\u00f3c nh\u00ecn \u0111a chi\u1ec1u, n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c quan \u0111i\u1ec3m, mong mu\u1ed1n v\u00e0 c\u1ea3m x\u00fac c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng doanh nghi\u1ec7p h\u01b0\u1edbng \u0111\u1ebfn<\/li>\n
- N\u00ean vi\u1ebft ng\u1eafn g\u1ecdn, t\u1eadp trung v\u00e0o n\u1ed9i dung c\u00e2u chuy\u1ec7n, kh\u00f4ng vi\u1ebft lan man.<\/li>\n
- C\u1ea7n c\u00f3 c\u00e1c d\u1eabn ch\u1ee9ng th\u1ef1c t\u1ebf, thuy\u1ebft ph\u1ee5c t\u0103ng t\u00ednh ch\u00e2n th\u1ef1c gi\u00fap c\u00e2u chuy\u1ec7n tr\u1edf l\u00ean g\u1ea7n g\u0169i d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng h\u01a1n.<\/li>\n<\/ul>\n
6. M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 v\u1ec1 Storytelling<\/b><\/h2>\n
Mcdonald\u2019s: T\u00e1i hi\u1ec7n c\u00f4ng tr\u00ecnh ki\u1ebfn tr\u00fac bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a H\u00e0 N\u1ed9i b\u1eb1ng khoai t\u00e2y chi\u00ean, m\u1eebng khai tr\u01b0\u01a1ng c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean t\u1ea1i th\u1ee7 \u0111\u00f4<\/b><\/h3>\n
Ng\u00e0y 2\/12\/, McDonald\u2019s\u00a0 \u0111\u00e3 c\u00f3 c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean t\u1ecda l\u1ea1c ph\u1ed1 \u0111i b\u1ed9 h\u1ed3 Ho\u00e0n Ki\u1ebfm, H\u00e0 N\u1ed9i. \u0110\u1ec3 g\u1eedi m\u1ed9t l\u1eddi th\u00f4ng b\u00e1o \u0111\u00e1ng y\u00eau \u0111\u1ebfn c\u00e1c kh\u00e1ch h\u00e0ng t\u1ea1i \u0111\u00e2y, McDonald\u2019s \u0111\u00e3 b\u1eaft tay v\u1edbi agency Leo Burnett (chi nh\u00e1nh Vi\u1ec7t Nam) tri\u1ec3n khai campaign ra m\u1eaft \u0111\u1ed9c \u0111\u00e1o: Print ads m\u00f4 t\u1ea3 c\u00e1c ki\u1ebfn tr\u00fac n\u1ed5i b\u1eadt c\u1ee7a H\u00e0 N\u1ed9i \u0111\u01b0\u1ee3c t\u1ea1o h\u00ecnh t\u1eeb khoai t\u00e2y chi\u00ean.<\/p>\n
<\/a><\/p>\n
C\u1ee5 th\u1ec3, McDonald\u2019s \u0111\u00e3 d\u00f9ng nh\u1eefng thanh khoai t\u00e2y chi\u00ean \u0111\u1eb7c tr\u01b0ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u00e1i hi\u1ec7n b\u1ed1n c\u00f4ng tr\u00ecnh ki\u1ebfn tr\u00fac: ch\u00f9a M\u1ed9t C\u1ed9t, c\u1ea7u Th\u00ea H\u00fac, nh\u00e0 th\u1edd L\u1edbn, V\u0103n Mi\u1ebfu Qu\u1ed1c T\u1eed Gi\u00e1m v\u00e0 \u0111\u00e2y l\u00e0 nh\u1eefng ki\u1ebfn tr\u00fac bi\u1ec3u t\u01b0\u1ee3ng v\u00e0 mang \u00fd ngh\u0129a v\u0103n ho\u00e1 \u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi d\u00e2n th\u1ee7 \u0111\u00f4 H\u00e0 N\u1ed9i. Kh\u00f4ng ch\u1ec9 v\u1eady th\u01b0\u01a1ng hi\u1ec7u c\u00f2n kh\u00e9o l\u00e9o \u0111\u00ednh k\u00e8m m\u00f4 t\u1ea3 ng\u1eafn g\u1ecdn v\u1ec1 \u00fd ngh\u0129a v\u00e0 ngu\u1ed3n g\u1ed1c l\u1ecbch s\u1eed c\u1ee7a ki\u1ebfn tr\u00fac.<\/p>\n
B\u00ean c\u1ea1nh b\u1ed1n ki\u1ebfn tr\u00fac bi\u1ec3u t\u01b0\u1ee3ng, McDonald\u2019s kh\u00f4ng qu\u00ean c\u00f4ng tr\u00ecnh b\u1eb1ng khoai t\u00e2y chi\u00ean m\u00f4 t\u1ea3 c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean c\u1ee7a McDonald\u2019s t\u1ea1i th\u1ee7 \u0111\u00f4.<\/p>\n
Th\u01b0\u01a1ng hi\u1ec7u vi\u1ebft: \u201cT\u1ecda l\u1ea1c t\u1ea1i trung t\u00e2m l\u1ecbch s\u1eed c\u1ee7a H\u00e0 N\u1ed9i \u1edf Ho\u00e0n Ki\u1ebfm, c\u1eeda h\u00e0ng \u0111\u00e1nh d\u1ea5u b\u01b0\u1edbc \u0111\u1ea7u c\u1ee7a qu\u00e1 tr\u00ecnh McDonald\u2019s tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n trong v\u0103n ho\u00e1 H\u00e0 N\u1ed9i\u201d.<\/p><\/blockquote>\n
Ngay trong ng\u00e0y \u0111\u0103ng t\u1ea3i print ads tr\u00ean k\u00eanh truy\u1ec1n th\u00f4ng Facebook, chi\u1ebfn d\u1ecbch c\u1ee7a McDonald\u2019s \u0111\u00e3 nh\u1eadn v\u1ec1 h\u01a1n 35.000 l\u01b0\u1ee3t \u201cth\u00edch\u201d v\u00e0 \u201cy\u00eau th\u00edch\u201d t\u1eeb ng\u01b0\u1eddi d\u00f9ng.<\/p>\n
Di t\u00edch nh\u00e0 t\u00f9 H\u1ecfa L\u00f2 \u2013 K\u1ec3 chuy\u1ec7n l\u1ecbch s\u1eed qua trang t\u00ecm ki\u1ebfm \u201cs\u1ecdp pe\u201d<\/h3>\n
Fanpage Di t\u00edch nh\u00e0 t\u00f9 H\u1ecfa L\u00f2 v\u1ed1n \u0111\u01b0\u1ee3c c\u01b0 d\u00e2n m\u1ea1ng y\u00eau th\u00edch v\u1edbi nh\u1eefng n\u1ed9i dung kh\u00f4ng ch\u1ec9 duy\u00ean d\u00e1ng m\u00e0 c\u00f2n v\u00f4 c\u00f9ng s\u00e1ng t\u1ea1o kh\u00f4ng kh\u00f4 khan m\u00e0 v\u1eabn truy\u1ec1n t\u1ea3i \u0111\u01b0\u1ee3c nh\u1eefng ki\u1ebfn th\u1ee9c l\u1ecbch s\u1eed.<\/p>\n
M\u1edbi \u0111\u00e2y Fanpage ti\u1ebfp t\u1ee5c cho th\u1ea5y kh\u1ea3 n\u0103ng s\u00e1ng t\u1ea1o \u0111\u1ea7y \u1ea5n t\u01b0\u1ee3ng trong b\u00e0i vi\u1ebft v\u1ec1 s\u1ef1 ki\u1ec7n Ph\u00e1p r\u00fat qu\u00e2n kh\u1ecfi H\u00e0 N\u1ed9i. Thay v\u00ec s\u1eed d\u1ee5ng tranh minh h\u1ecda ho\u1ea1t h\u00ecnh ho\u1eb7c c\u00e1c h\u00ecnh th\u1ee9c visual kh\u00e1c, \u0111\u1ed9i ng\u0169 admin \u0111\u00e3 th\u1ef1c hi\u1ec7n v\u00e0i thao t\u00e1c Photoshop c\u01a1 b\u1ea3n tr\u00ean giao di\u1ec7n t\u00ecm ki\u1ebfm c\u1ee7a \u201cs\u1ecdp pe\u201d (Shopee).<\/p>\n