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Corporate storytelling

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The Art of Storytelling
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Corporate storytelling

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Storytelling as a contemporary practice was born in USA in the last 20 years
It is the art of telling stories in order to achieve a precise objective (more empathy with our customers, tell a project, explain in a narrative way how an enterprise was born, etc.) and to put ourselves between the ordinary and a special world;
On general basis, a story takes off from a conflict/problematic situation, up to the development of the story and its conclusion.


Storytelling as a contemporary practice was born in USA in the last 20 years
It is the art of telling stories in order to achieve a precise objective (more empathy with our customers, tell a project, explain in a narrative way how an enterprise was born, etc.) and to put ourselves between the ordinary and a special world;
On general basis, a story takes off from a conflict/problematic situation, up to the development of the story and its conclusion.


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Corporate storytelling

  1. 1. Association for Social Advancement Futuro Digitale Storytelling general overview by Marco De Cave & Francesco Zaralli. This material has been developed for the objectives related to the project ‘Cultour plus’. Other usages must be authorised by the author.
  2. 2. 1. General principles of storytelling 2. Corporate storytelling www.futurodigitale.org - ITALY
  3. 3. 1. General principles of storytelling www.futurodigitale.org - ITALY
  4. 4. Changing the world starts from telling it One story, different emotions, at a time, at different times.
  5. 5. “A man is always a teller of stories, he lives surrounded by his own stories and those of other people, he sees everything that happens to him in terms of these stories and he tries to live his life as if he were recounting it” Sartre, La nausée
  6. 6.  To tell = to narrate. In Latin it means ‘to know while doing’
  7. 7.  Storytelling as a contemporary practice was born in USA in the last 20 years  It is the art of telling stories in order to achieve a precise objective (more empathy with our customers, tell a project, explain in a narrative way how an enterprise was born, etc.) and to put ourselves between the ordinary and a special world;  On general basis, a story takes off from a conflict/problematic situation, up to the development of the story and its conclusion www.futurodigitale.org - ITALY Storytelling
  8. 8.  The story is always referred to something, someone, in a precise space and time, and it must create ‘sense’ between the reader and the narrator  Stories have a hero, an enemy, a magical object and a final prove to get something to solve a problem.  Fictions are the contemporary form of storytelling on TV and on the internet (Game of Thrones, True Detective, Fargo etc.) and they respond to the general idea of storytelling. www.futurodigitale.org - ITALY Storytelling
  9. 9. A story is made of…  Words are connected to Images  Ideas bring emotions  A movement (why is there a story?): we start from an equilibrium (a problem, a conflict, a situation) to another one.  A beginning. The beginning can make a story win or lose the attention of the reader/listener (don’t be boring!).  Questions: make readers/listeners keep on asking. For instance: wow, omg, aaw! That’s what our readers should say while reading our stories ;)
  10. 10. How to start a story: it must be catchy! The sky was blue also that day, but Mary’s life was going to change forever. He would have become a singer thanks to a special meeting. NO The sky was blue also that day, but Mary didn’t know how that concert was more important than she thought. She had a light feeling that she could have done something greater than her grey routine. YES Why? Because in the first we already give the conclusion. There is no point of reading more.
  11. 11. Telling stories  Permits one to order the experience;  To inspire others;  To share dreams, myths, emotions to create a community around them;  We create parallel worlds and dimensions;  Engage others!
  12. 12. Toward ‘small stories’  There are no ‘big stories’ anymore (ideologies, for instance)  The crisis of modernity has been introduced by micro- narrations  The presence of internet has changed the way of making stories  Creating a story is creating a sense
  13. 13.  Social media have made us ‘tellers’ of our lives: we don’t tell everything about our lives, but we tend to describe them through different terms, situations, opinions which we think are desirable or simply correct in a precise social environment  Storytelling has changed its approach through the different social medias, making the space between the writer (or teller) and the readers really small and interactive www.futurodigitale.org - ITALY ‘Digital’ storytelling
  14. 14. Storify  Anything can be a story through social media  The web creates stories  We are story-makers and tellers  Storify is a very simple tool which will make you combine your different stories/posts/twits on a single dashboard
  15. 15. Blocked in front of a white paper? Paradoxically, only writing is the cure to writing. What I can suggest is to work on the concepts you want to develop, make a map, brainstorm, read different pieces of other authors on the same topic you’d love to write. Each write has his/her own way of creating.
  16. 16. Relax, there is creative writing! Creative writing indicates any technique which can help us making a story in order to: - Keep the track of significant experience; - Share experience with a target group; - Free individual expression (also used for therapeutic reasons).
  17. 17. Creating and telling stories …helps openheartedness
  18. 18. … helps bringing new ideas into the world Each time we create a story we create a possible world. Probably it is not exactly our world, but it can be very similar. Fantasy requires coherence! Pragmatism requires engagement. Creating and telling stories
  19. 19. … helps to change and influence  Words are important: I vs me; you vs us (Changing the subject change also the empathic relationship with our readers)  The role of us, tellers/writers, is to connect the reader and the audience to all the people of the world, to humanise and a we-and-us relationship.  Don’t explain. Show with words! Creating and telling stories
  20. 20. Writing/Telling for change It is connected to emotions Empathy Understanding Tolerance We have to fall in love with all the characters of our stories. It is not then just how many social networks we are in if we are not able to tell a good story.
  21. 21. Spread your voice  Creativity requires exercises and techniques  Telling a story follows precise rules and it cannot be improvised  Telling stories requires listening to stories: be open!  Make people imagine another possible credible world. You have just been introduced to the world of storytelling!
  22. 22.  http://pinterestitaly.com/12-tool-gratuiti-per-creare- immagini-su-pinterest/  https://hbr.org/2014/07/how-to-tell-a-great-story/  http://elearningindustry.com/18-free-digital- storytelling-tools-for-teachers-and-students  https://storify.com/  https://globaldigitalcitizen.org/64-sites-for-digital- storytelling-tools-and-information www.futurodigitale.org - ITALY Some available online tools (pick and choose!)
  23. 23.  Don’t look for perfectionism. Writing keeps getting better the more you exercise your writing style  Be creative. Think out of the box.  Think about the values we have pointed out  Take advantage of the specific moment (while you walk, while you eat and enjoy everyday activities)  Don’t be afraid.  Inspire and enjoy yourself www.futurodigitale.org - ITALY Last tips
  24. 24. 2. Corporate storytelling www.futurodigitale.org - ITALY
  25. 25. Having a good product is not enough. We need good stories to underline the values behind the products. www.futurodigitale.org - ITALY
  26. 26. Corporate storytelling is not just about creating stories, but planning them in a strategic way in order to be effective according to our customers. www.futurodigitale.org - ITALY
  27. 27. Corporate identity Target identity Storytelling tools Story-marketing www.futurodigitale.org - ITALY
  28. 28. The message must be concise memorable understandable differentiating www.futurodigitale.org - ITALY
  29. 29. www.futurodigitale.org - ITALY Some examples of corporate storytelling
  30. 30. The success of your enterprise depends on the efficacy of the stories you tell. www.futurodigitale.org - ITALY
  31. 31. Credits photos  www.salesengine.com  trystanowainhughes.files.wordpress.com  http://static1.squarespace.com/  http://www.scld.org.uk/
  32. 32.  Francesco Zaralli Email: f.zarali@futurodigitale.org Mob(s): (+39)3738110267 (+34)605763883  Marco De Cave Email: m.decave@futurodigitale.org Mob(s): (+39)3312301447  Website: www.futurodigitale.org  Facebook: www.facebook.com/associazionefuturodigitale www.futurodigitale.org - ITALY Contacts

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