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BEGOÑA GONZÁLEZ-CUESTA Dean of Communication and Media Professor of Storytelling, Visual Narratives, and Representation & Ethics
Storytelling
Global Alumni Weekend 22 July 2017
IntroductionsStorytelling
1st word that comes to your mind.
for Businesses, for Brands
https://www.youtube.com/watch?v=f7XhrXUoD6U
EssenceStorytelling
It’s about PEOPLE, CONNECTIONS and EMOTIONS.
EssenceBusiness Storytelling - Brand Storytelling
(1) Business is about people - Human-Centered approach.
(2) Brands are a gut feeling about a product, service or organization (Marty Neumeier).
Analytics are important in business, but when we are motivating people to innovate, stories are absolutely critical.
Essence
Stories =
powerful way to • disseminate knowledge. • communicate. • reflect.
• engage.
• sense-making.
Business Storytelling - Brand Storytelling
Essence
Multiple opportunities to apply storytelling:
• presentations • reports • internal communication • team work • advertising • branded content • etc.
Business Storytelling - Brand Storytelling
Digital media => stories + visual communication.
ContextDigitalization
Storytelling Literacy + Visual Literacy =
to learn how to read and write stories with images that inform, inspire and persuade.
ContextDigitalization
Need to be conversant with storytelling techniques to produce your own communication pieces.
or
Need to know how to work with creative agencies responsible for developing promotional materials that use storytelling.
ContextDigitalization
“We need to stop interrupting what people are interested in and be what people are interested in.” Craig Davis
Advertising -> Branded Content.
DigitalizationContext
Context
Content is everywhere. But…
Digitalization
Context
“We live in the “attention economy.” Michael Goldhaber. Customer -> Brand : + Their attention.
Digitalization
Context
=> Produce content that gets that attention.
=> Connect with real needs and expectations.
=> Being part of the conversation.
Digitalization
Stories that:
matter to the audiences,
address their needs/interests,
users want to be part of that “world”,
create an emotional connection with the brand,
produce long-lasting experiences,
shape information into meaning,
are more likely to be shared than pure information,
are a way to generate and maintain conversations.
ContextDigitalization
Why Stories?
Human beings are narrative beings.
Storytelling
Why Stories?
“To be a person is to have a story to tell.” Isak Dinesen.
Storytelling
Why Stories?
Stories transform information into something meaningful and compelling to our audiences => engagement and deep relationships.
Storytelling
Why Stories?
“To tell a story is to say: this is the important story. It is to reduce the spread and simultaneity of everything to something linear, a path.” Susan Sontag.
Storytelling
Why Stories?Principles, not rules. Eternal and universal forms, not formulas.
Robert McKee. Story: Substance, structure, style, and the principles of screenwriting. Methuen, 2014 (1998) “Principles, not rules. Eternal and universal forms, not formulas.”
Robert McKee. Story: Substance, structure, style, and the principles of screenwriting. Methuen, 2014 (1998)
Storytelling
Why Stories?
“Our appetite for story is a reflection of the profound human need to grasp the patterns of living, not merely as an intellectual exercise, but within a very personal, emotional experience.”
Robert McKee.
Storytelling
Why Stories?
“Story isn’t a flight from reality but a vehicle that carries us on our search for reality, our best effort to make sense out of the anarchy of existence.”
Robert McKee.
Storytelling
Why Stories?
“When society repeatedly experiences glossy, hollowed-out, pseudo-stories, it degenerates.”
Robert McKee.
Storytelling
Why Stories?
“The elements of story: A beautifully told story is a symphonic unity in which structure, setting, character, genre, and idea meld seamlessly. To find their harmony, the writer must study the elements of story as if they were instruments of an orchestra –first separately, then in concert.”
Robert McKee.
Storytelling
Why Stories?
“The novel’s spirit is the spirit of complexity. Every novel says to the reader: “Things are not as simple as you think”. That is the novel eternal truth, but it grows steadily harder to hear amid the din of easy, quick answers that come faster than the question and block it off.” Milan Kundera.
Storytelling
Tell stories to generate: Trust. Involvement and engagement, through emotions. Connections and influence. Sense-making and purpose. (Laying bricks / building a wall / building a cathedral). Shared values. Make sense of chaos, of complexity by giving people a plot.
Annette Simmons
Why Stories?Storytelling
“Storytelling enables organizations to establish dialogical relationships with multiple stakeholders […] in order to strengthen the corporate brand and differentiate the organization from its competitors.”
“Stakeholders […] are also co-narrators.”. Concept of ‘multiple voices’
Controlled or uncontrolled by the management?
Birgitte Norlyk
Why Stories?Storytelling
Analysis of Storytelling Practices
Let’s analyze some cases.
Different kinds of narratives
Analysis of Visual Storytelling Practices
1. Contextual elements.2. Images and sound.3. Staging and acting.4. Editing.5. Serial development: narrative and structure.6. Meanings, content.7. Intertextuality.8. Effects on the audience.
Elements to consider
https://www.youtube.com/watch?v=FCDKQaH2-_s
https://www.youtube.com/watch?v=T3guZ7dMAkc&feature=player_embedded
https://www.youtube.com/watch?hl=en&v=yaBNjTtCxd4&gl=US
https://www.youtube.com/watch?hl=en&v=yaBNjTtCxd4&gl=US
8 Classic storytelling techniques for engaging presentations
http://www.sparkol.com/engage/8-classic-storytelling-techniques-for-engaging-presentations/
https://www.youtube.com/watch?v=FHtvDA0W34I&feature=youtu.be
https://www.youtube.com/watch?v=FHtvDA0W34I&feature=youtu.be
1. Asses your business goals.
Be strategic!
Align your content strategy to your business strategy
BULL, Andy. Brand Journalism. Routledge, 2013, pp. 1-84.
Steps Brand Storytelling Strategy
2. Who are your target audiences and how to reach them.
Steps Brand Storytelling Strategy
3. Research your audience:
which are their interests and aspirations
how they consume media
what for, etc.
Steps Brand Storytelling Strategy
4. Create Personas:
demographics
lifestyle and interests
who influences their product choices
personal goals
emotions
what they want from the brand
what information they want
how they search for that information…
Steps Brand Storytelling Strategy
5. Create the infrastructure and the team.
Brand Storytelling StrategySteps
6. Decide about
the types of content
frequency
platforms it will be published
who will generate content
workflow
who requests and approves content
who commissions the content that is needed
who are the in-house experts
updating program
Brand Storytelling StrategySteps
7. Two types of content: “bricks” and “feathers”.
bricks: research reports, events, white papers, apps, video series.
feathers: simple text and photo content published online.
Brand Storytelling StrategySteps
8. Define the key message.
The most important point embodied in a story. what’s your goal in telling the story? what meaning do you want others to have grasped? what do you want the audience to believe and do after you share the story?
Brand Storytelling StrategySteps
9. Write the concept of your story.
Brief outline of the basic elements involved in your story. Description of the main narrative elements: who is in this story - protagonist(s)? what do they want? what gets in the way, and what do they do? where does it all take place (location)?
Brand Storytelling StrategySteps
10. Write the treatment of your story.
Description of the plot as the story, scene by scene. The equivalent of a painter’s sketch. One paragraph for each major narrative beat: an event in which the action, decisions, or revelations of that moment move the plot forward. Define the first and final scenes.
Brand Storytelling StrategySteps
McKEE, Robert. Story: Style, Structure, Substance, and the Principles of Screenwriting. Methuen Publishing Ltd, 1999.
DANCYGER, Ken, RUSH, Jeff. Alternative Scriptwriting. Beyond the Hollywood Formula. Focal Press, 2013.
HEATH, Dan. Made to Stick. Why some ideas take hold and others come unstuck. Arrow. 2008.
SIMMONS, Annette. The Story Factor. Basic Books. 2006.
BULL, Andy. Brand Journalism. Routledge, 2013.
Tom KELLEY and David KELLEY. Creative Confidence: Unleashing the Creative Potential Within Us All. Crown Publishing. Oct 15, 2013.
BROWN, Tim. Change by Design. Collins Business. 2009.
BibliographyStorytelling
BEGOÑA GONZÁLEZ-CUESTA begona.gonzalez@ie.edu
Thank you!
Global Alumni Weekend 22 July 2017
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