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#AskSoraia (StorySD)

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StorySD is a transmedia storytelling project whose focus is on transmedia storytelling, business storytelling, content marketing and digital media. It was born in 2017 with the aim to help professionals to implement storytelling to their businesses. Students can also benefit from this project.
Each week a new episode is released in three different formats: podcast, video and transcription. If you wish to dive deeper on a particular topic, you can go to StorySD.com and access hundreds of recommended resources like articles, books, podcasts and videos.
StorySD takes you on a journey as if you were a sea explorer, looking to discover new worlds, like the Portuguese did six centuries ago. The path is full of unknown dangerous and uneasy waters but you’ll gain tools to achieve your your business goals. Join this adventure by visiting StorySD.com and subscribing to our newsletter.
This eBook includes the StorySD episodes released between March 7, 2017 and March 14, 2019. It has five sections; each one has questions related to a specific topic. Most of the questions were asked during two Ask me Anything events, which took place in 2017 and 2018.

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#AskSoraia (StorySD)

  1. 1. #ASKSORAIA SoraiaFerreira,Ph.D. STORYSD.COM
  2. 2. #AskSoraia(StorySD) SoraiaFerreira,Ph.D. Porto 2019
  3. 3. Introduction AboutStorySD OtherStorySDeBooks ConnectandInteractwithUs Storytelling #1Howlonghavehumanbeingsbeentellingstories? #2Whyarestoriesimportant? #3Whatisthebasicstorystructure? #4Whatistheearliestsurvivingworkdepictingstorystructure? #5Whyshouldthecomplicationsbeprogressiveinastory? #6Shouldastorybeinavideoformatordoesanyotherformatwork justaswell? 1 3 4 5 66 7 8 9 10 11 Contents
  4. 4. TransmediaStorytelling #7Whocoinedthetermtransmediastorytelling? #8Whataretheresultsoftransmediastorytellingprojects? #9Whyarethebusinessgoalsessentialinthedevelopmentofyour transmediastorytellingstrategy? #10Cantransmediastorytellingcreatearichercustomerexperience? #11Cantransmediastorytellingreachdifferenttargetaudiences? #12Whatisthebestplatformtouseinatransmediastorytelling communicationstrategy? #13Intransmediastorytelling,isitimportanttohaveconsistency amongstallplatforms? #14Whatisthefutureofcommunicationstrategies? 12 13 14 15 16 17 1818 19 20 Contents
  5. 5. BusinessStorytelling #15Howcanyouconnectbusinessgoalstostories? #16Whatroleshouldyourbusiness/brandplayinastory? #17Whyisitimportanttohaveanidealcustomerwhendevelopinga communicationstrategy? #18WhatarethebasiccharacteristicsthatIshouldusetodescribea customerpersona? #19Whywillstorytellingimprovemycommunicationskills? #20Whatisthemostcommonmistakethatentrepreneursmake? #21Whatmistakesdoyoumostoftenseecontentmarketersmakewith regardstostorytelling? #22Whydoyoubelievestorytellinghassuchanimpactoncustomers? 21 22 23 24 25 26 2727 28 29 Contents
  6. 6. #23Inthenextfiveyearswhatwillmakestorytellingmarketingso important? #24Whatdoesawinningcontentmarketingstrategylooklike?What makesitsuccessful? StorySD #25InwhichformatsareStorySDepisodesavailableandwhatwerethe reasonstomaketheepisodesavailableintheseformats? #26WhatarethemaintopicscoveredbyStorySDandwhataudience wastheprojectspecificallydesignedfor? #27WhatfeaturesdoesStorySDincludethatwillhelpwithmarketinga business? #28Whyis#KeepMovingForwardoneofStorySDhashtags? 30 31 32 33 34 35 3636 Contents
  7. 7. SoraiaFerreira,Ph.D. #29Whatwasitthatshiftedyourfocustotransmediastorytelling? #30HowhasearningyourPh.D.inDigitalMediacontributedtoyour abilitytothinkoutsidetheboxandcomeupwithcreativeideas? #31Whatwerethefilmmakingcoursesyoutookthatnowinformyour developmentofmarketingstrategiesforyourclients? AboutSoAboutSoraiaFerreira,Ph.D. Bibliography 37 38 39 40 41 43 Contents
  8. 8. 1 StorySDisatransmediastorytellingprojectwhosefocusisontransmedia storytelling,businessstorytelling,contentmarketinganddigitalmedia.Itwas bornin2017withtheaimtohelpprofessionalstoimplementstorytellingto theirbusinesses.Studentscanalsobenefitfromthisproject. Eachweekanewepisodeisreleasedinthreedifferentformats:podcast,videoEachweekanewepisodeisreleasedinthreedifferentformats:podcast,video andtranscription.Ifyouwishtodivedeeperonaparticulartopic,youcango toStorySD.comandaccesshundredsofrecommendedresourceslikearticles, books,podcastsandvideos. StorySDtaStorySDtakesyouonajourneyasifyouwereaseaexplorer,lookingto discovernewworlds,likethePortuguesedidsixcenturiesago.Thepathisfull ofunknowndangerousanduneasywatersbutyou’llgaintoolstoachieveyour AboutStorySD
  9. 9. 2 yourbusinessgoals.JointhisadventurebyvisitingStorySD.comand subscribingtoournewsletter. ThiseBookincludestheStorySDepisodesreleasedbetweenMarch7,2017 andMarch14,2019.Ithasfivesections;eachonehasquestionsrelatedtoa specifictopic.MostofthequestionswereaskedduringtwoAskmeAnything events,whichtookplacein2017and2018. IfIfyouhaveanyquestionsonthesetopics,youcansendmeanemailat soraia.ferreira@yellow.ptandI’lldomybesttohelpyou. #KeepMovingForward SoraiaFerrreira AboutStorySD
  10. 10. YoucanfindthefollowingStorySDeBooksatstorysd.com/ebooksen/ Series1-TransmediaStorytellingforBusiness Series2-BuildYourBusinessStories Series3-Technology–TheFutureisHere Series4-UseStoriesto... Series5-Characters Series6-Series6-TravelGuideForKids Series7-TransmediaStorytellingCaseStudies 3 OtherStorySDeBooks
  11. 11. Website/Newsletter https://www.StorySD.com Facebook https://www.facebook.com/ storystrategyd/ Instagram https:https://www.instagram.com/ storystrategyd/ iTunes https://podcasts.apple.com/us/ podcast/id1213777100 Stitcher https:https://www.stitcher.com/podcast/ storysd-exploring-transmedia-stor ytelling-content-marketing YouTube https://www.youtube.com/ watch?v=zcAVzWZOTww 4 ConnectandInteractwithUs
  12. 12. Storytelling 5
  13. 13. Storieshavebeenpartofthehumancultureforthousandsofyears,shared orallyaroundcampfiresorpaintedoncavewalls. 6 #1Howlonghavehumanbeingsbeen tellingstories?
  14. 14. Storiesareimportantbecause: -It’showhumansmakesenseofeventsandshareinformationwithothers; -Theyareabletocarrynotonlyinformationbutalsoemotion; -Thehumanbrainhasbeenwiredforstories. 7 #2Whyarestoriesimportant?
  15. 15. Everystoryhasabeginning,middleandanend,whichmeansthateverystory hasasetup,aconfrontationandaresolution. 8 #3Whatisthebasicstorystructure?
  16. 16. Aristotlewroteaboutstorystructurebackin335B.C.Thesetextscanbe foundinthebookPoetics. 9 #4Whatistheearliestsurvivingwork depic ngstorystructure?
  17. 17. Inordertocontinuecapturingyouraudienceattention,theconflictinyour storyneedstorise.Ifinthebeginningofyourstory,themostdifficultobstacle isalreadysurpassed,thenthereisnodoubt,yourcharacterswillbeableto surpassalltheothereasierobstacles.Theaudiencewillloseinterest. 10 #5Whyshouldthecomplica onsbe progressiveinastory?
  18. 18. Yes,astoryworksineveryformatbutyouneedtotakeintoconsiderationthe storyelementsandtheplatformsconventions. #6Shouldastorybeinavideoformator doesanyotherformatworkjustaswell? 11
  19. 19. Transmedia Storytelling 12
  20. 20. Theterm“transmediastorytelling”wascoinedbackin2003byHenryJenkins, inanarticlehewroteforMITTechnologyReviewentitled“Transmedia Storytelling-Movingcharactersfrombookstofilmstovideogamescanmake themstrongerandmorecompelling”. 13 #7Whocoinedthetermtransmedia storytelling?
  21. 21. Transmediastorytellingprojectscan: -Compeltheaudiencetoact; -Increasebrandvisibility; -Reachdifferentaudiencesacrossplatforms; -Createshareableexperiences; -Createloyaltyandengagement. 14 #8Whataretheresultsoftransmedia storytellingprojects?
  22. 22. Inthebook,AliceinWonderland,theCatasksAlice: “Cat:Whereareyougoing? Alice:WhichwayshouldIgo? Cat:Thatdependsonwhereyouaregoing. Alice:Idon’tknow. Cat:Thenitdoesn’tmatterwhichwayyougo.” It’sthesamethingregardingIt’sthesamethingregardingyourbusinessgoals.Ifyoudon’thavethem clearlydefinedbeforeyoustartdesigningyourtransmediastorytelling strategy,thenyouwillprobablymissthosegoals. 15 #9Whyarethebusinessgoalsessen alin thedevelopmentofyourtransmedia storytellingstrategy?
  23. 23. Yes,transmediastorytellingcancreatearicherandmoreimmersivecustomer experiencebecausecustomerscangodeeperintothecontentiftheywant andtheycanalsohavedifferentlevelsofparticipation. 16 #10Cantransmediastorytellingcreatea richercustomerexperience?
  24. 24. Yes,transmediastorytellingcanreachdifferenttargetaudiencesbecausethe contentistailoredtothedifferentplatformsaccordingtoitscharacteristics andalsotothedifferentcustomerbehaviorinthatplatform. #11Cantransmediastorytellingreach differenttargetaudiences? 17
  25. 25. Thebestcommunicationplatformtouseinatransmediastorytelling communicationstrategydependsonyouraudienceandproject. 18 #12Whatisthebestpla ormtouseina transmediastorytellingcommunica on strategy?
  26. 26. Yes,theexperienceacrossallplatformsneedstobeconsistentandunified. Eventhougheachplatformhastoworkonitsownterms,itshouldalsoadd somethingtothelargerexperience. #13Intransmediastorytelling,isit importanttohaveconsistencyamongstall pla orms? 19
  27. 27. Ibelievethatusingtransmediastorytellingtechniquesinyourcommunication strategywillplayanimportantroleinthefuture. Usingtransmediastorytellingmeansyouhavethreepillarsthatareequally important: 1)Yourstorybrand; 2)Yourplatformsthroughwhichyoucommunicateyourmessage; 3)Youraudience. YYouneedtothinkaboutthesethreepillarsasbeingalwaysconnectedandaim foritscoherence. #14Whatisthefutureofcommunica on strategies? 20
  28. 28. Business Storytelling 21
  29. 29. Youshouldhavestoriesthattransmityourbusinessgoalsbecausestories encourageconsumerstotakeaction. Storiesareoneofthemostpowerfulcommunicationtools.Morethanamere statementoffacts,storieshavethepowertopersuade. 22 #15Howcanyouconnectbusinessgoals tostories?
  30. 30. Inastory,yourbusinessorbrandshouldplaytheroleofthementorinastory. Asamentor,youhavetheobjectivetogivethenecessarytoolsforyour customerstosucceed. Youaretheretohelpthemsurpassalltheproblemstheymighthave.Your customersaretheheroesofthestory. 23 #16Whatroleshouldyour business/brandplayinastory?
  31. 31. Itisimportanttohaveanidealcustomerwhendevelopingacommunication strategybecauseyouwillbeabletotailoryourcontenttotheneedsand desiresofthatcustomer. 24 #17Whyisitimportanttohaveanideal customerwhendevelopinga communica onstrategy?
  32. 32. Youcanstartyourcustomerpersonabydescribingwhatishis/her background,demographic,needs,wantsandrelevantbehavior. #18Whatarethebasiccharacteriscs thatIshouldusetodescribeacustomer persona? 25
  33. 33. Storytellinggrabspeople’sattention.Asanexample,whenIteachaclass,itis extremelyusefultotellstoriesinordertokeepmystudentsfocused. WhenImetthenagain,acoupleofyearslater,theytellmehowtheystill rememberthosestories. 26 #19Whywillstorytellingimprovemy communica onskills?
  34. 34. Entrepreneursusuallytrytoremoveallconflictfromtheirstoriesandtalk onlyaboutgoodthings.However,conflictisthefuelofthestory.Without conflict,thereisnostory. Conflictisanessentialstorycomponent. 27 #20Whatisthemostcommonmistake thatentrepreneursmake?
  35. 35. OnemistakeIseeisbusinessesavoidingconflict.Theyaimtoremoveitbut whattheydon’trealizeisifyouremoveconflict,youdon’thaveastory.You justhavedata,whichisextremelyboring. Thesecondmistakehastodowithtime.Businessesneedtorealizethatdoing atransmediastorytellingstrategytakesalongtimeandalotofeffort.It'snot somethingthathappensfromonedaytotheother.It'ssomethingyouneedto workon. ThethirdmistaThethirdmistakeisthinkingthatbyhavingfreeaccesstotheplatforms, there’snocostinvolved.Thisisnottrue.Yourtimeisveryvaluableandyou needtobepresentontheplatformsyouchose,inthebestwaypossible. 28 #21Whatmistakesdoyoumosto ensee contentmarketersmakewithregardsto storytelling?
  36. 36. Customersarehumanbeings,notanumberonaspreadsheet.Hence storytellingplaysavitalroleintheirlives. 29 #22Whydoyoubelievestorytellinghas suchanimpactoncustomers?
  37. 37. Ibelievestorytellingisalwaysimportantinmarketing,inthepast,inthe present,andinthefuture. Abrandisastorysostorytellingwasanditwillalwaysbeimportant.Itisa cornerstoneofhumanexistence. 30 #23Inthenextfiveyearswhatwillmake storytellingmarke ngsoimportant?
  38. 38. Forme,awinningstrategyistheonethatachievesyourKPIs. Whenyouarebuildingyourcontentstrategy,youhaveobjectivespreviously set.Theseobjectivesvaryfromcompanytocompanyandfromprojectto project.Ifyouachievethem,thenyourstrategyissuccessful. 31 #24Whatdoesawinningcontent marke ngstrategylooklike?Whatmakes itsuccessful?
  39. 39. StorySD 32
  40. 40. YoucanfindStorySDepisodesasa: -Video(StorySDWebsite,StorySDYouTubeChannel,StorySDFacebookPage orSoraiaFerreira’sLinkedInProfile); -Podcast(iTunesorStitcher); -Transcript(StorySDWebsite). ThereasonwThereasonwhytherearethreekindsofformatsispeoplehavedifferent preferencesonhowtheyconsumecontent. 33 #25InwhichformatsareStorySDepisodes availableandwhatwerethereasonstomake theepisodesavailableintheseformats?
  41. 41. 34 ThetopicsofStorySDaretransmediastorytelling,businessstorytelling, contentmarketinganddigitalmedia. Theaudienceforwhichtheprojectwasdesignedwasactuallytwo: -Professionalsthatwanttoimplementstorytellingtotheirbusinesses; -Studentsthatwanttolearnandresearchthesetopics. #26Whatarethemaintopicscoveredby StorySDandwhataudiencewasthe projectspecificallydesignedfor?
  42. 42. Eachepisodehascontentdesignedtohelpyougainmoreknowledgeonhow toapplystorytellingandrelatedsubjectstoyourbusiness. Besidesthesekeyconcepts,inthesecondpartoftheepisode,aresource, relatedtotheepisode’theme,isrecommendedtoyouincaseyouwishtodive deeper. 35 #27WhatfeaturesdoesStorySDinclude thatwillhelpwithmarke ngabusiness?
  43. 43. Thishashtagexistsbecauseitisreallyhardtocreateacommunication strategyandcarry-on.Therearealotofobstacles. MartinLutherKingoncesaid:“Ifyoucan’tflythenrun,ifyoucan’trunthen walk,ifyoucan’twalkthencrawl,butwhateveryoudoyouhavetokeep movingforward.” Weallneedtokeepmovingforwardwiththeresourceswehaveatour disposaldespiteallthedifficulties. 36 #28Whyis#KeepMovingForwardoneof StorySDhashtags?
  44. 44. SoraiaFerreira,Ph.D. 37
  45. 45. Ishiftedmyfocustotransmediastorytellingbackin2010becauseIwentto theBerlinaleTalentCampusandlearnedabouttransmediastorytelling. ThewayofbuildingprojectsmatchedthechangeIwaswitnessingaroundme, withtheappearanceofiPhones,socialmediaandallthedigitalrevolution.I realizedtheaudiencewaschangingandthatwe,ascontentproducers,needed togoafterwhattheaudiencewanted.Besidesthat,doingatransmedia projectisreallycomplexandIlovechallenges. 38 #29Whatwasitthatshiedyourfocusto transmediastorytelling?
  46. 46. OnethingIlearnedfrommyPh.D.wasnottobeafraidofnotknowingthe answer.Actually,atthebeginningofthePh.D.,Ididn'tevenknowtheresearch question.Iremember,inthefirstyear,tellingmyadvisor,whowasamazing, thatIwascompletelylost,IfeltlikeIwasinthemiddleofthedesertandI didn'tknowwhichdirectionIwassupposedtogo.Irememberhisanswerto me.Hetoldme:“Youaredoinggreat.Don'tworry.Youaredoinggreat.”Iwas tellinghimhowlostIwasbuthisconfidencewasamazingandallowedmenot tobeaftobeafraidtoexplorenewavenuesandtotrytocomeupwithnewthings. ThatwasoneofthebiggestlessonsIgot. 39 #30HowhasearningyourPh.D.inDigitalMedia contributedtoyourabilitytothinkoutsidethebox andcomeupwithcrea veideas?
  47. 47. Ididabachelor’sinbusinessadministration,whichhadseveralcourseson marketing. Afterwards,IwenttotheUnitedStates,andstartedhavingclasseson filmmakingandstorytelling.Ialsodidamaster’sinCinemaStudies,aPh.D.in DigitalMediaandmorecoursesonstorytellingaroundtheworld. Allofthiscombined,helpedmetocreateabridgebetweenmarketingand storytelling. 40 #31Whatwerethefilmmakingcoursesyou tookthatnowinformyourdevelopmentof marke ngstrategiesforyourclients?
  48. 48. SinceIcanremember,Iwasalwayscompletedfascinatedbystories.Even thoughIwastakingaBusinessAdministrationDegree,mycolleaguesknew meas“thegirlwhobingewatchesmovies”! IcompletedmyPh.D.inDigitalMedia–AudiovisualandInteractiveContent Creation,afterdoingseveralcoursesaroundtheworldconnectedtothe differentaspectsoffilmmaking. AboutSoraiaFerreira,Ph.D. 41
  49. 49. Ihavecreatedandproducedstoriesinmanyformatsbutsince2010,my focushasbeenontransmediastorytellingprojectslikeTravelPlotPortoand StorySD. Iloveteachingandspeakingaboutstorytellingandtothisday,Icontinueto beknownas“thegirlwholovesstories”! #KeepMovingForward SoraiaFerreira 42
  50. 50. 43 Bibliography
  51. 51. #KEEPMOVINGFORWARD STORYSD.COM

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