Corporate storytelling

Association for Social AdvancementFuturo 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.

www.futurodigitale.org - ITALY

1. General principles of storytelling2. Corporate storytelling


1. General principles of storytelling

Changing the worldstarts from telling it

One story, different emotions, at a time, at different times.

“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

To tell = to narrate. In Latin it means ‘to know while doing’

The telling of stories creates the real world

Alberto Manguel


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


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.

Storytelling

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 ;)

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.NOThe 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.

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!

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


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

‘Digital’ storytelling

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

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, readdifferent pieces of other authorson the same topic you’d love to write. Each write has his/herown way of creating.

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).

Creating and telling stories

…helps openheartedness

… 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.


… 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!


Writing/Telling for change

It is connected to emotionsEmpathyUnderstandingTolerance

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.

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!


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

Some available online tools (pick and choose!)









https://storify.com/

https://storify.com/

https://globaldigitalcitizen.org/64-sites-for-digital-storytelling-tools-and-information




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

Last tips


2. Corporate storytelling


Having a good product is not enough.

We need good stories to underline the values behind the

products.


Corporate storytelling is not just about creating stories, but planning them in a strategic way in order to be effective

according to our customers.


Corporate identityTarget identity

Storytelling toolsStory-marketing


The message must beconcise

memorableunderstandabledifferentiating


Some examples of corporate storytelling

http://www.mediabuzz.it/5-esempi-di-storytelling-per-la-tua-azienda/

http://www.mediabuzz.it/5-esempi-di-storytelling-per-la-tua-azienda/


The success of your enterprise depends on the efficacy of the

stories you tell.

Credits photos

www.salesengine.com trystanowainhughes.files.wordpress.com http://static1.squarespace.com/ http://www.scld.org.uk/

http://www.salesengine.com/

http://static1.squarespace.com/

http://static1.squarespace.com/


Francesco ZaralliEmail: [email protected](s): (+39)3738110267 (+34)605763883 Marco De CaveEmail: [email protected](s): (+39)3312301447 Website: www.futurodigitale.org Facebook:

www.facebook.com/associazionefuturodigitale

Contacts

mailto:[email protected]

mailto:[email protected]

http://www.futurodigitale.org/

Corporate storytelling

Marketing

Transcript of Corporate storytelling