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Use Stories To... (StorySD Series 4)

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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 business goals. Join this adventure by visiting StorySD.com and subscribing to our newsletter.
This eBook includes StorySD series 4 episodes, which were released between March 8 and June 7, 2018. These episodes explored the different uses stories might have.

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Use Stories To... (StorySD Series 4)

  1. 1. SERIES4 USESTORIESTO... SoraiaFerreira,Ph.D. STORYSD.COM
  2. 2. Introducon AboutStorySD OtherStorySDeBooks ConnectandInteractwithUs Episode53-IntroduconSeries4–UseStoriesto... Episode54-UseStoriestoSell EEpisode55-UseStoriestoLead Episode56-UseStoriestoShareCompany’sVision Episode57-UseStoriestoShareCustomerExperiences Episode58-UseStoriestoEncourageGoodPracces Episode59-UseStoriestoCreateUnforge ableMoments Episode60-UseStoriestoTransmitData Episode61-UseStoriestoPitch EEpisode62-UseStoriestoEducate Episode63-UseStoriestoEntertain Episode64-UseStoriestoMo vate Episode65-UseStoriestoBuildYourStoryBrand Episode66-ConclusionSeries4–UseStoriesto... RecommendedResources AboutSoraiaFerreira,Ph.D. BBibliography 1 2 3 4 4 5 66 7 8 9 10 10 11 1212 13 14 15 16 18 19 Contents
  3. 3. 1 StorySDisatransmediastorytellingprojectwhosefocusison transmediastorytelling,businessstorytelling,contentmarke ngand digitalmedia.Itwasbornin2017withtheaimtohelpprofessionals toimplementstorytellingtotheirbusinesses.Studentscanalso benefitfromthisproject. EEachweekanewepisodeisreleasedinthreedifferentformats: podcast,videoandtranscrip on.Ifyouwishtodivedeeperona parculartopic,youcangotoStorySD.comandaccesshundredsof recommendedresourceslikearcles,books,podcastsandvideos. SStorySDtakesyouonajourneyasifyouwereaseaexplorer,looking todiscovernewworlds,likethePortuguesedidsixcenturiesago.The pathisfullofunknowndangerousanduneasywatersbutyou’llgain toolstoachieveyourbusinessgoals.Jointhisadventurebyvising StorySD.comandsubscribingtoournewsle er. TThiseBookincludesStorySDseries4episodes,whichwerereleased betweenMarch8andJune7,2018.Theseepisodesexploredthe differentusesstoriesmighthave. Ifyouhaveanyquesons,youcanreachmeat soraia.ferreira@yellow.pt. #KeepMovingForward SoraiaFerrreira AboutStorySD
  4. 4. 2 OtherStorySDeBooks
  5. 5. 3 ConnectandInteractwithUs
  6. 6. 4 ThisStorySDseriesisgoingtoexplorethedifferentscenarioswhere youcanusestories. SinceIcanremember,IalwaysresortedtostorieswhenIwantedto getapointacrossbutitwasonlyayearagothatIstartedwring downthosestories.Thiswasthebeginningofmystorybank. BBuildingyourownstorybankisthechallengeI’mgivingyouinthis StorySDseries4.Ittakesalotofworkandeffortbutitwillpayoff. Lateron,whenyouneedastorytocap vateyouraudience,you’llbe abletoresorttoit. #53IntroduconSeries4–UseStories to… #54UseStoriestoSell
  7. 7. 5 #55UseStoriestoLead Inthemid-90s,StephenDenningwasnominatedastheprogram directorofknowledgemanagementattheWorldBank.Backthenthe WorldBankdidn'tunderstandhowvitalitwastoshareinformaon amongstteams. DenningtriedtomakehispointacrosswithPowerPoint presentaonsbutwithnosuccess.
  8. 8. 6 #56UseStoriestoShareCompany’sVision In1964,PhilKnighthadtoresolveabigcrisisatNike.Atthe me, anothercompe torwassellingthesametrackrunningshoesfrom Japan.Phil’smissionwastogettheexclusivelicenseheoncehad. WWhenhearrivedatthemee ngroom,insteadofhavingaseatatthe headofthetable,likeinpreviousmee ngs,hewasseatedinthe middleofthetable.Everyonewasacngstrange.Mr.Onitsuka,the founderofthecompany,enteredtheroomandsatattheheadofthe table.Hestartedbytellingastorywithhisvisionforthefuture.For him,everyoneintheworldwouldwearathle cshoeseveryday everywhere.HebelievedinPhilKnightbecauseKnightremindedhim ofofhimselfwhenhewasyounger.Themee ngendedwithMr. OnitsukagivingKnighttheexclusiverightsforoneyear. Bytellingthisstory,Mr.Onitsukatransmiedtotheboardhisvision forthecompany.
  9. 9. 7 #57UseStoriestoShareCustomer Experiences
  10. 10. 8 say? 4)Canweuseyourcommentsinourmarke ngmaterials?” #58UseStoriestoEncourageGood Pracces
  11. 11. 9 somethingextraordinarywhenitcomestohospitalityorservice. Some mesthiscanbeverysimple.Forexample,ifyouhaveachild thatdropsthepopcornbagonthefloor,insteadofignoringthe situaonormakinghimpayforanotherone,haveyourcastmember giveanotherpopcornbagtohim.Thiswaythatchildandparents won’tforgetyourhospitality. #59UseStoriestoCreateUnforge able Moments
  12. 12. #60UseStoriestoTransmitData #61UseStoriestoPitch Storiescanbeequallyeffecvewhenyouneedtopitchsomething. Acoupleofyearsago,mystudentswerepitchingtheirdocumentary ideas.OneofthemhadanideaaboutPortugueseimmigraon,which neededtobeshootinPortugalandSwitzerland. DDuringhispitch,hetoldtheclassabouthishometownandwhyso manypeoplewereimmigrangtoSwitzerland.Everyoneinthe classroomcouldfeelhispassion.Hislastslidewas:“Isitpossible?” 10
  13. 13. #62UseStoriestoEducate Iusestoriesinmyclassroomallthe me.Ithelpsmekeepmy student’sa en on,aswellashavethemlearnfrommypast experiences. OneofthestoriesIusuallytellisaboutmyfirstfilmmakingcoursein NewYorkCity. MMyassignmentwastoshoota16mmshort.Therewasnoproblem withfilmingthefootagebutwhenIgotmyfilmback,therewasa zigzagpa ernacrosstheframe.Thepeoplethatdevelopedmyfilm 11
  14. 14. hadruinedit!Iwassoupset. WhenIreachedtheclassroomandtoldmyteacher,hesaidina carefulwaythatahairgotstuckinthecameragate,creangthe zigzagpa ern. Myfootagewenttothetrash.Thiswasabiglearninglesson.From thatpointon,whenIamshoo ngsomething,Ialways emyhair! BBytellingthisstory,Iwantmystudentstoknowweallmakemistakes butwhat’simportantistolearnfromthosemistakesandimprove. #63UseStoriestoEntertain LastyearinAlgarve,Icomeacrossanaccidentwhenexingthe highway. Allthecarswerestopped.Behindme,therewasanambulancestuck. Atthesame me,therewasafireonmyrightside.Icouldsee chopperscominginandthrowingwater.Ialsohadashesfallingon topofmycar. IInthemiddleofthischaos,IthoughtIwasgoingtomissmyflightbut becauseoftheambulance,theroadwasquicklycleared. Ibarelymadeitin metotheairportbutIcaughtmyflight. ThiswasoneofthestoriesItoldmyfriendswhenIreturnedtoPorto. Thepurposeofthestoryispurelytoentertain.There’snolessonI’m tryingtoconvey. 12
  15. 15. #64UseStoriestoMo vate 13
  16. 16. 1)“Youhavetobeokaytellingittoyouraudience; 2)Theaudiencehastobeopentoit; 3)Thestoryneedstomeettheneedsofthesituaon.” #65UseStoriestoBuildYourStoryBrand 14
  17. 17. #66ConclusionSeries4–UseStoriesto… 15
  18. 18. YoucanfindallStorySDepisodes-Series4at h ps://storysd.com/episodes/series4usestoriesto/ Episode53-IntroduconSeries4–UseStoriesto… Book-WinningtheStoryWars:WhyThoseWhoTellandLivetheBest StoriesWillRuletheFuturebyJonahSachs Episode54-UseStoriestoSell BBook-SellwithaStory:HowtoCaptureA en on,BuildTrust,and ClosetheSalebyPaulSmith Episode55-UseStoriestoLead Book-TheLeader'sGuidetoStorytelling:MasteringtheArtand DisciplineofBusinessNarravebyStephenDenning Episode56-UseStoriestoShareCompany’sVision Book-ShoeDog:AMemoirbytheCreatorofNikebyPhilKnight EEpisode57-UseStoriestoShareCostumerExperiences Book-PowerStories:The8StoriesYouMustTelltoBuildanEpic BusinessbyValerieKhoo Episode58-UseStoriestoEncourageGoodPracces Book-BeyondtheCastle:AGuidetoDiscoveringYourHappilyEver A erbyJodyJeanDreyer Episode59-UseStoriestoCreateUnforge ableMoments BBook-The PowerofMoments:WhyCertain ExperiencesHave ExtraordinaryImpactbyChipHeathandDanHeath Episode60-UseStoriestoTransmitData Book-LettheStoryDotheWork:TheArtofStorytellingforBusiness SuccessbyEstherK.Choy 16 RecommendedResources
  19. 19. Episode61-UseStoriestoPitch Book-PitchAnything:AnInnovaveMethodforPresen ng, Persuading,andWinningtheDealbyOrenKlaff Episode62-UseStoriestoEducate Book-DisneyU:HowDisneyUniversityDevelopstheWorld'sMost Engaged,Loyal,andCustomer-CentricEmployeesbyDougLipp EEpisode63-UseStoriestoEntertain Book-Sapiens:ABriefHistoryofHumankindbyYuvalNoahHarari Episode64-UseStoriestoMo vate Book-TellingtheStory:TheHeartandSoulofSuccessfulLeadership byGeoffMead Episode65-UseStoriestoBuildYourStoryBrand BBook-BuildingaStoryBrand:ClarifyYourMessageSoCustomers WillListenbyDonaldMiller Episode66-ConclusionSeries4–UseStoriesto… Book-ThePowerofStorytelling:Cap vate,Convince,orConvert AnyBusinessAudienceUsingStoriesfromTopCEOsbyJimHoltje andSeanPra 17
  20. 20. SinceIcanremember,Iwasalwayscompletedfascinatedbystories. EventhoughIwastakingaBusinessAdministraonDegree,my colleaguesknewmeas“thegirlwhobingewatchesmovies”! IcompletedmyPh.D.inDigitalMedia–AudiovisualandInteracve ContentCreaon,a erdoingseveralcoursesaroundtheworld connectedtothedifferentaspectsoffilmmaking. IhIhavecreatedandproducedstoriesinmanyformatsbutsince2010, myfocushasbeenontransmediastorytellingprojectslikeTravelPlot PortoandStorySD. Iloveteachingandspeakingaboutstorytellingandtothisday,I con nuetobeknownas“thegirlwholovesstories”! #KeepMovingForward SoraiaFerreira AboutSoraiaFerreira,Ph.D. 18
  21. 21. 19 Choy,E.(2017).LettheStoryDotheWork:TheArtofStorytellingfor BusinessSuccess.AMACOM;Firstedion. Denning,S.(2011).TheLeader'sGuidetoStorytelling:Masteringthe ArtandDisciplineofBusinessNarrave.Jossey-Bass;Revisedand Updatededion. Dreyer,J.(2017).BeyondtheCastle:AGuidetoDiscoveringYour HappilyEverA er.Zondervan. HHarari,Y.(2018).Sapiens:ABriefHistoryofHumankind.Harper Perennial;Reprintedion. Heath,C.andHeath,D.(2017).ThePowerofMoments:WhyCertain ExperiencesHaveExtraordinaryImpact.Bantamuk. Holtje,J.(2011).ThePowerofStorytelling:Cap vate,Convince,or ConvertAnyBusinessAudienceUsingStoriesfromTopCEOs. Pren ceHallPress;1edion. Khoo,Khoo,V.(2012).PowerStories:The8StoriesYouMustTelltoBuild anEpicBusiness.Wiley;1edion. Klaff,O.(2011).PitchAnything:AnInnovaveMethodforPresen ng, Persuading,andWinningtheDeal.McGraw-Hill;1edion. Knight,P.(2018).ShoeDog:AMemoirbytheCreatorofNike. Scribner;Reprintedion. MMead,G.(2014).TellingtheStory:TheHeartandSoulofSuccessful Leadership.Jossey-Bass;1edion. Miller,D.(2018).BuildingaStoryBrand:ClarifyYourMessageSo CustomersWillListen.HCCP. Bibliography
  22. 22. 20 Smith,P.(2016).SellwithaStory:HowtoCaptureA en on,Build Trust,andClosetheSale.AMACOM;Firstedion. Bibliography
  23. 23. #KEEPMOVINGFORWARD STORYSD.COM

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