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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

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Page 1: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

BEGOÑA GONZÁLEZ-CUESTA Dean of Communication and Media Professor of Storytelling, Visual Narratives, and Representation & Ethics

Storytelling

Global Alumni Weekend 22 July 2017

Page 2: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

IntroductionsStorytelling

1st word that comes to your mind.

for Businesses, for Brands

Page 3: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=f7XhrXUoD6U

Page 4: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

EssenceStorytelling

It’s about PEOPLE, CONNECTIONS and EMOTIONS.

Page 5: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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.

Page 6: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Essence

Stories =

powerful way to • disseminate knowledge. • communicate. • reflect.

• engage.

• sense-making.

Business Storytelling - Brand Storytelling

Page 7: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Essence

Multiple opportunities to apply storytelling:

• presentations • reports • internal communication • team work • advertising • branded content • etc.

Business Storytelling - Brand Storytelling

Page 8: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Digital media => stories + visual communication.

ContextDigitalization

Page 9: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Storytelling Literacy + Visual Literacy =

to learn how to read and write stories with images that inform, inspire and persuade.

ContextDigitalization

Page 10: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 11: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

“We need to stop interrupting what people are interested in and be what people are interested in.” Craig Davis

Advertising -> Branded Content.

DigitalizationContext

Page 12: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Context

Content is everywhere. But…

Digitalization

Page 13: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Context

“We live in the “attention economy.” Michael Goldhaber. Customer -> Brand : + Their attention.

Digitalization

Page 14: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Context

=> Produce content that gets that attention.

=> Connect with real needs and expectations.

=> Being part of the conversation.

Digitalization

Page 15: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 16: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Why Stories?

Human beings are narrative beings.

Storytelling

Page 17: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Why Stories?

“To be a person is to have a story to tell.” Isak Dinesen.

Storytelling

Page 18: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Why Stories?

Stories transform information into something meaningful and compelling to our audiences => engagement and deep relationships.

Storytelling

Page 19: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 20: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 21: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 22: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 23: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Why Stories?

“When society repeatedly experiences glossy, hollowed-out, pseudo-stories, it degenerates.”

Robert McKee.

Storytelling

Page 24: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 25: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 26: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 27: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply 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

Page 28: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

Analysis of Storytelling Practices

Let’s analyze some cases.

Different kinds of narratives

Page 29: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 30: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=FCDKQaH2-_s

Page 31: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=T3guZ7dMAkc&feature=player_embedded

Page 32: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=_SsccRkLLzU

Page 33: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=vDGrfhJH1P4

Page 34: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=vccZkELgEsU

Page 35: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?hl=en&v=yaBNjTtCxd4&gl=US

Page 36: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=TM8GiNGcXuM

Page 37: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=mtY0K2fiFOA

Page 38: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?hl=en&v=yaBNjTtCxd4&gl=US

Page 39: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=nnsSUqgkDwU

Page 40: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

8 Classic storytelling techniques for engaging presentations

http://www.sparkol.com/engage/8-classic-storytelling-techniques-for-engaging-presentations/

Page 41: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:
Page 42: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=D9Ihs241zeg

Page 43: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=CP-zOCl5md0&t=54s

Page 44: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=8S0FDjFBj8o

Page 45: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:
Page 46: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=ts_4vOUDImE

Page 47: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=WxfZkMm3wcg

Page 48: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=FHtvDA0W34I&feature=youtu.be

Page 49: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=fxyhfiCO_XQ

Page 50: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=FHtvDA0W34I&feature=youtu.be

Page 51: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=fZ_JOBCLF-I

Page 52: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=qhbliUq0_r4

Page 53: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

https://www.youtube.com/watch?v=XjJQBjWYDTs

Page 54: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 55: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

2. Who are your target audiences and how to reach them.

Steps Brand Storytelling Strategy

Page 56: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

3. Research your audience:

which are their interests and aspirations

how they consume media

what for, etc.

Steps Brand Storytelling Strategy

Page 57: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 58: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

5. Create the infrastructure and the team.

Brand Storytelling StrategySteps

Page 59: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 60: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 61: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 62: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 63: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 64: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

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

Page 65: Storytelling - GAWglobalalumniweekend.ie.edu/2017/.../Storytelling-by-Begona-Gonzalez... · Business Storytelling - Brand Storytelling. Essence Multiple opportunities to apply storytelling:

BEGOÑA GONZÁLEZ-CUESTA [email protected]

Thank you!

Global Alumni Weekend 22 July 2017