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.

1. #ASKSORAIA
SoraiaFerreira,Ph.D.
STORYSD.COM

2. #AskSoraia(StorySD)
SoraiaFerreira,Ph.D.
Porto
2019

3. Introduction
AboutStorySD
OtherStorySDeBooks
ConnectandInteractwithUs
Storytelling
#1Howlonghavehumanbeingsbeentellingstories?
#2Whyarestoriesimportant?
#3Whatisthebasicstorystructure?
#4Whatistheearliestsurvivingworkdepictingstorystructure?
#5Whyshouldthecomplicationsbeprogressiveinastory?
#6Shouldastorybeinavideoformatordoesanyotherformatwork
justaswell?
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Contents

4. TransmediaStorytelling
#7Whocoinedthetermtransmediastorytelling?
#8Whataretheresultsoftransmediastorytellingprojects?
#9Whyarethebusinessgoalsessentialinthedevelopmentofyour
transmediastorytellingstrategy?
#10Cantransmediastorytellingcreatearichercustomerexperience?
#11Cantransmediastorytellingreachdifferenttargetaudiences?
#12Whatisthebestplatformtouseinatransmediastorytelling
communicationstrategy?
#13Intransmediastorytelling,isitimportanttohaveconsistency
amongstallplatforms?
#14Whatisthefutureofcommunicationstrategies?
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Contents

5. BusinessStorytelling
#15Howcanyouconnectbusinessgoalstostories?
#16Whatroleshouldyourbusiness/brandplayinastory?
#17Whyisitimportanttohaveanidealcustomerwhendevelopinga
communicationstrategy?
#18WhatarethebasiccharacteristicsthatIshouldusetodescribea
customerpersona?
#19Whywillstorytellingimprovemycommunicationskills?
#20Whatisthemostcommonmistakethatentrepreneursmake?
#21Whatmistakesdoyoumostoftenseecontentmarketersmakewith
regardstostorytelling?
#22Whydoyoubelievestorytellinghassuchanimpactoncustomers?
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Contents

6. #23Inthenextfiveyearswhatwillmakestorytellingmarketingso
important?
#24Whatdoesawinningcontentmarketingstrategylooklike?What
makesitsuccessful?
StorySD
#25InwhichformatsareStorySDepisodesavailableandwhatwerethe
reasonstomaketheepisodesavailableintheseformats?
#26WhatarethemaintopicscoveredbyStorySDandwhataudience
wastheprojectspecificallydesignedfor?
#27WhatfeaturesdoesStorySDincludethatwillhelpwithmarketinga
business?
#28Whyis#KeepMovingForwardoneofStorySDhashtags?
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Contents

7. SoraiaFerreira,Ph.D.
#29Whatwasitthatshiftedyourfocustotransmediastorytelling?
#30HowhasearningyourPh.D.inDigitalMediacontributedtoyour
abilitytothinkoutsidetheboxandcomeupwithcreativeideas?
#31Whatwerethefilmmakingcoursesyoutookthatnowinformyour
developmentofmarketingstrategiesforyourclients?
AboutSoAboutSoraiaFerreira,Ph.D.
Bibliography
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Contents

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. 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. YoucanfindthefollowingStorySDeBooksatstorysd.com/ebooksen/
Series1-TransmediaStorytellingforBusiness
Series2-BuildYourBusinessStories
Series3-Technology–TheFutureisHere
Series4-UseStoriesto...
Series5-Characters
Series6-Series6-TravelGuideForKids
Series7-TransmediaStorytellingCaseStudies
3
OtherStorySDeBooks

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. Storytelling
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13. Storieshavebeenpartofthehumancultureforthousandsofyears,shared
orallyaroundcampfiresorpaintedoncavewalls.
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#1Howlonghavehumanbeingsbeen
tellingstories?

14. Storiesareimportantbecause:
-It’showhumansmakesenseofeventsandshareinformationwithothers;
-Theyareabletocarrynotonlyinformationbutalsoemotion;
-Thehumanbrainhasbeenwiredforstories.
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#2Whyarestoriesimportant?

15. Everystoryhasabeginning,middleandanend,whichmeansthateverystory
hasasetup,aconfrontationandaresolution.
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#3Whatisthebasicstorystructure?

16. Aristotlewroteaboutstorystructurebackin335B.C.Thesetextscanbe
foundinthebookPoetics.
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#4Whatistheearliestsurvivingwork
depic ngstorystructure?

17. Inordertocontinuecapturingyouraudienceattention,theconflictinyour
storyneedstorise.Ifinthebeginningofyourstory,themostdifficultobstacle
isalreadysurpassed,thenthereisnodoubt,yourcharacterswillbeableto
surpassalltheothereasierobstacles.Theaudiencewillloseinterest.
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#5Whyshouldthecomplica onsbe
progressiveinastory?

18. Yes,astoryworksineveryformatbutyouneedtotakeintoconsiderationthe
storyelementsandtheplatformsconventions.
#6Shouldastorybeinavideoformator
doesanyotherformatworkjustaswell?
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19. Transmedia
Storytelling
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20. Theterm“transmediastorytelling”wascoinedbackin2003byHenryJenkins,
inanarticlehewroteforMITTechnologyReviewentitled“Transmedia
Storytelling-Movingcharactersfrombookstofilmstovideogamescanmake
themstrongerandmorecompelling”.
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#7Whocoinedthetermtransmedia
storytelling?

21. Transmediastorytellingprojectscan:
-Compeltheaudiencetoact;
-Increasebrandvisibility;
-Reachdifferentaudiencesacrossplatforms;
-Createshareableexperiences;
-Createloyaltyandengagement.
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#8Whataretheresultsoftransmedia
storytellingprojects?

22. Inthebook,AliceinWonderland,theCatasksAlice:
“Cat:Whereareyougoing?
Alice:WhichwayshouldIgo?
Cat:Thatdependsonwhereyouaregoing.
Alice:Idon’tknow.
Cat:Thenitdoesn’tmatterwhichwayyougo.”
It’sthesamethingregardingIt’sthesamethingregardingyourbusinessgoals.Ifyoudon’thavethem
clearlydefinedbeforeyoustartdesigningyourtransmediastorytelling
strategy,thenyouwillprobablymissthosegoals.
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#9Whyarethebusinessgoalsessen alin
thedevelopmentofyourtransmedia
storytellingstrategy?

23. Yes,transmediastorytellingcancreatearicherandmoreimmersivecustomer
experiencebecausecustomerscangodeeperintothecontentiftheywant
andtheycanalsohavedifferentlevelsofparticipation.
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#10Cantransmediastorytellingcreatea
richercustomerexperience?

24. Yes,transmediastorytellingcanreachdifferenttargetaudiencesbecausethe
contentistailoredtothedifferentplatformsaccordingtoitscharacteristics
andalsotothedifferentcustomerbehaviorinthatplatform.
#11Cantransmediastorytellingreach
differenttargetaudiences?
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25. Thebestcommunicationplatformtouseinatransmediastorytelling
communicationstrategydependsonyouraudienceandproject.
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#12Whatisthebestpla ormtouseina
transmediastorytellingcommunica on
strategy?

26. Yes,theexperienceacrossallplatformsneedstobeconsistentandunified.
Eventhougheachplatformhastoworkonitsownterms,itshouldalsoadd
somethingtothelargerexperience.
#13Intransmediastorytelling,isit
importanttohaveconsistencyamongstall
pla orms?
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27. Ibelievethatusingtransmediastorytellingtechniquesinyourcommunication
strategywillplayanimportantroleinthefuture.
Usingtransmediastorytellingmeansyouhavethreepillarsthatareequally
important:
1)Yourstorybrand;
2)Yourplatformsthroughwhichyoucommunicateyourmessage;
3)Youraudience.
YYouneedtothinkaboutthesethreepillarsasbeingalwaysconnectedandaim
foritscoherence.
#14Whatisthefutureofcommunica on
strategies?
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28. Business
Storytelling
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29. Youshouldhavestoriesthattransmityourbusinessgoalsbecausestories
encourageconsumerstotakeaction.
Storiesareoneofthemostpowerfulcommunicationtools.Morethanamere
statementoffacts,storieshavethepowertopersuade.
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#15Howcanyouconnectbusinessgoals
tostories?

30. Inastory,yourbusinessorbrandshouldplaytheroleofthementorinastory.
Asamentor,youhavetheobjectivetogivethenecessarytoolsforyour
customerstosucceed.
Youaretheretohelpthemsurpassalltheproblemstheymighthave.Your
customersaretheheroesofthestory.
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#16Whatroleshouldyour
business/brandplayinastory?

31. Itisimportanttohaveanidealcustomerwhendevelopingacommunication
strategybecauseyouwillbeabletotailoryourcontenttotheneedsand
desiresofthatcustomer.
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#17Whyisitimportanttohaveanideal
customerwhendevelopinga
communica onstrategy?

32. Youcanstartyourcustomerpersonabydescribingwhatishis/her
background,demographic,needs,wantsandrelevantbehavior.
#18Whatarethebasiccharacteriscs
thatIshouldusetodescribeacustomer
persona?
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33. Storytellinggrabspeople’sattention.Asanexample,whenIteachaclass,itis
extremelyusefultotellstoriesinordertokeepmystudentsfocused.
WhenImetthenagain,acoupleofyearslater,theytellmehowtheystill
rememberthosestories.
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#19Whywillstorytellingimprovemy
communica onskills?

34. Entrepreneursusuallytrytoremoveallconflictfromtheirstoriesandtalk
onlyaboutgoodthings.However,conflictisthefuelofthestory.Without
conflict,thereisnostory.
Conflictisanessentialstorycomponent.
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#20Whatisthemostcommonmistake
thatentrepreneursmake?

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.
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#21Whatmistakesdoyoumosto ensee
contentmarketersmakewithregardsto
storytelling?

36. Customersarehumanbeings,notanumberonaspreadsheet.Hence
storytellingplaysavitalroleintheirlives.
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#22Whydoyoubelievestorytellinghas
suchanimpactoncustomers?

37. Ibelievestorytellingisalwaysimportantinmarketing,inthepast,inthe
present,andinthefuture.
Abrandisastorysostorytellingwasanditwillalwaysbeimportant.Itisa
cornerstoneofhumanexistence.
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#23Inthenextfiveyearswhatwillmake
storytellingmarke ngsoimportant?

38. Forme,awinningstrategyistheonethatachievesyourKPIs.
Whenyouarebuildingyourcontentstrategy,youhaveobjectivespreviously
set.Theseobjectivesvaryfromcompanytocompanyandfromprojectto
project.Ifyouachievethem,thenyourstrategyissuccessful.
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#24Whatdoesawinningcontent
marke ngstrategylooklike?Whatmakes
itsuccessful?

39. StorySD
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40. YoucanfindStorySDepisodesasa:
-Video(StorySDWebsite,StorySDYouTubeChannel,StorySDFacebookPage
orSoraiaFerreira’sLinkedInProfile);
-Podcast(iTunesorStitcher);
-Transcript(StorySDWebsite).
ThereasonwThereasonwhytherearethreekindsofformatsispeoplehavedifferent
preferencesonhowtheyconsumecontent.
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#25InwhichformatsareStorySDepisodes
availableandwhatwerethereasonstomake
theepisodesavailableintheseformats?

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ThetopicsofStorySDaretransmediastorytelling,businessstorytelling,
contentmarketinganddigitalmedia.
Theaudienceforwhichtheprojectwasdesignedwasactuallytwo:
-Professionalsthatwanttoimplementstorytellingtotheirbusinesses;
-Studentsthatwanttolearnandresearchthesetopics.
#26Whatarethemaintopicscoveredby
StorySDandwhataudiencewasthe
projectspecificallydesignedfor?

42. Eachepisodehascontentdesignedtohelpyougainmoreknowledgeonhow
toapplystorytellingandrelatedsubjectstoyourbusiness.
Besidesthesekeyconcepts,inthesecondpartoftheepisode,aresource,
relatedtotheepisode’theme,isrecommendedtoyouincaseyouwishtodive
deeper.
35
#27WhatfeaturesdoesStorySDinclude
thatwillhelpwithmarke ngabusiness?

43. Thishashtagexistsbecauseitisreallyhardtocreateacommunication
strategyandcarry-on.Therearealotofobstacles.
MartinLutherKingoncesaid:“Ifyoucan’tflythenrun,ifyoucan’trunthen
walk,ifyoucan’twalkthencrawl,butwhateveryoudoyouhavetokeep
movingforward.”
Weallneedtokeepmovingforwardwiththeresourceswehaveatour
disposaldespiteallthedifficulties.
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#28Whyis#KeepMovingForwardoneof
StorySDhashtags?

44. SoraiaFerreira,Ph.D.
37

45. Ishiftedmyfocustotransmediastorytellingbackin2010becauseIwentto
theBerlinaleTalentCampusandlearnedabouttransmediastorytelling.
ThewayofbuildingprojectsmatchedthechangeIwaswitnessingaroundme,
withtheappearanceofiPhones,socialmediaandallthedigitalrevolution.I
realizedtheaudiencewaschangingandthatwe,ascontentproducers,needed
togoafterwhattheaudiencewanted.Besidesthat,doingatransmedia
projectisreallycomplexandIlovechallenges.
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#29Whatwasitthatshiedyourfocusto
transmediastorytelling?

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. Ididabachelor’sinbusinessadministration,whichhadseveralcourseson
marketing.
Afterwards,IwenttotheUnitedStates,andstartedhavingclasseson
filmmakingandstorytelling.Ialsodidamaster’sinCinemaStudies,aPh.D.in
DigitalMediaandmorecoursesonstorytellingaroundtheworld.
Allofthiscombined,helpedmetocreateabridgebetweenmarketingand
storytelling.
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#31Whatwerethefilmmakingcoursesyou
tookthatnowinformyourdevelopmentof
marke ngstrategiesforyourclients?

48. SinceIcanremember,Iwasalwayscompletedfascinatedbystories.Even
thoughIwastakingaBusinessAdministrationDegree,mycolleaguesknew
meas“thegirlwhobingewatchesmovies”!
IcompletedmyPh.D.inDigitalMedia–AudiovisualandInteractiveContent
Creation,afterdoingseveralcoursesaroundtheworldconnectedtothe
differentaspectsoffilmmaking.
AboutSoraiaFerreira,Ph.D.
41

49. Ihavecreatedandproducedstoriesinmanyformatsbutsince2010,my
focushasbeenontransmediastorytellingprojectslikeTravelPlotPortoand
StorySD.
Iloveteachingandspeakingaboutstorytellingandtothisday,Icontinueto
beknownas“thegirlwholovesstories”!
#KeepMovingForward
SoraiaFerreira
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50. 43
Bibliography

51. #KEEPMOVINGFORWARD
STORYSD.COM