{"id":942,"date":"2025-09-01T09:06:36","date_gmt":"2025-09-01T08:06:36","guid":{"rendered":"https:\/\/pcm3.smiletomove.it\/?post_type=mto-course&#038;p=942"},"modified":"2025-09-29T15:47:49","modified_gmt":"2025-09-29T14:47:49","slug":"on-live-e-workshop02-corporate-storytelling-e-piano-editoriale","status":"publish","type":"mto-course","link":"https:\/\/pcm3.smiletomove.it\/index.php\/course\/on-live-e-workshop02-corporate-storytelling-e-piano-editoriale\/","title":{"rendered":"#02 WORKSHOP: INTORNO ALLA STORIA, IL PIANO EDITORIALE"},"content":{"rendered":"<p><b>INTORNO ALLA STORIA, IL PIANO EDITORIALE<br \/><\/b><b><span style=\"font-weight: 400;\">Il social content Marketing dinamico che fa respirare lo storytelling aziendale al ritmo delle sue persone.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/b><\/p>\n<p><b>1. Apertura e mindset\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Icebreaker: <\/span><i><span style=\"font-weight: 400;\">Perch\u00e9 fai questo lavoro?<\/span><\/i><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Manifesto: \u201cLe storie non raccontano l\u2019azienda, raccontano come cambia la vita delle persone\u201d<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Per costruire un piano editoriale che faccia emergere e vivere la corporate brand story dobbiamo capire cosa \u00e8 e cosa non \u00e8 un piano editoriale<\/span><\/p>\n<\/li>\n<\/ul>\n<p><b>2. Trovare le storie interne\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Identificare i <\/span><i><span style=\"font-weight: 400;\">draghi<\/span><\/i><span style=\"font-weight: 400;\">: quali sfide vivono le persone?<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Mappare i touchpoint: career page, colloqui, primo giorno, strumenti di lavoro, passaparola interno<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Mappare gli obiettivi di comunicazione<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Identificare le intersezioni \u201cactionable\u201d<\/span><span style=\"font-weight: 400;\"><\/p>\n<p><\/span><\/p>\n<\/li>\n<\/ul>\n<p><b>3. Dal racconto al piano editoriale\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Un\u2019unica storia, infiniti racconti<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Strutturare un calendario editoriale:<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<p><span style=\"font-weight: 400;\">storie di persone (dipendenti, manager, alumni)<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<p><span style=\"font-weight: 400;\">storie di team e progetti<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\n<p><span style=\"font-weight: 400;\">momenti di trasformazione (onboarding, crescita, innovazione)<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Mix di formati: testi, video, immagini, dietro le quinte<\/span><span style=\"font-weight: 400;\"><\/p>\n<p><\/span><\/p>\n<\/li>\n<\/ul>\n<p><b>4. Workshop Smontare e rimontare<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Scegliete una storia interna \u2192 smontatela in conflitto\/trasformazione.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Pensate a quello che dovete dire \u2192 capovolgetelo in quello che pu\u00f2 davvero interessare le persone a cui parlate \u2192 unite i due passaggi per favorire immedesimazione e relazione.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trovate la forma pi\u00f9 adatta (testo breve, video, post social, testimonianza, incontro dal vivo, kick off, inserzione per ricerca di lavoro, manifesto, vision e mission, \u2026)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019esercizio \u00e8 su casi inventati, con aziende descritte dalla docente, e gruppi misti di persone di aziende diverse.<\/span><\/p>\n<p><b>5. Chiusura e consegne\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Ogni gruppo condivide l\u2019output del proprio lavoro<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><span style=\"font-weight: 400;\">Discussione plenaria: come queste storie rafforzano EVP e cultura<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<p><\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>INTORNO ALLA STORIA, IL PIANO EDITORIALEIl social content Marketing dinamico che fa respirare lo storytelling aziendale al ritmo delle sue persone. 1. Apertura e mindset\u00a0 Icebreaker: Perch\u00e9 fai questo lavoro? [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":965,"template":"","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","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":"","ast-disable-related-posts":"","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":""}}},"class_list":["post-942","mto-course","type-mto-course","status-publish","has-post-thumbnail","hentry","course_cat-area-strategica"],"uagb_featured_image_src":{"full":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE.png",792,494,false],"thumbnail":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE-150x150.png",150,150,true],"medium":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE-300x187.png",300,187,true],"medium_large":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE-768x479.png",768,479,true],"large":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE.png",792,494,false],"1536x1536":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE.png",792,494,false],"2048x2048":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE.png",792,494,false],"masteriyo_single":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE.png",792,494,false],"masteriyo_thumbnail":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE-540x340.png",540,340,true],"masteriyo_medium":["https:\/\/pcm3.smiletomove.it\/wp-content\/uploads\/2025\/09\/02-PIANO-EDITORIALE-360x224.png",360,224,true]},"uagb_author_info":{"display_name":"Smile","author_link":"https:\/\/pcm3.smiletomove.it\/index.php\/author\/smile\/"},"uagb_comment_info":0,"uagb_excerpt":"INTORNO ALLA STORIA, IL PIANO EDITORIALEIl social content Marketing dinamico che fa respirare lo storytelling aziendale al ritmo delle sue persone. 1. Apertura e mindset\u00a0 Icebreaker: Perch\u00e9 fai questo lavoro? 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