Date post: | 17-Jul-2015 |
Category: |
Marketing |
Upload: | julieroehm |
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Julie RoehmChief Storyteller, Senior Vice President Marketing, SAP
Customer Storytelling:
Brand essence and storytelling:
Overcoming the noise with simple
2Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Great story tellers inspire people to
create nations, develop new markets,
and change the world.
3Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Without them, ideas die, businesses fail.
4Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Today, in our highly digital and
socially connected world,
brands around the globe are
harnessing the power of
storytelling to build audiences
and move markets.
5Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But the genesis of today’s technology is based on human storytelling that
is as old as time itself…
6Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Earliest story: Lascaux cave paintings 17,300 years ago
7Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Literature: Epic of Gilgamesh 2000 B.C.
8Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Oration: Homer’s Illiad 1,260 B.C.
9Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Print: Gutenberg Bible 1450
10Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Film: The Great Train Robbery 1903
11Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Radio: FDR Fireside Chat 1933
12Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Radio: War of the Worlds 1938
13Customer Storytelling: Elevating the Voice of the Customer in a B to B World
TV Advertising: The first TV ad 1941
15Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Advertising Comes of Age: 1984
https://www.youtube.com/watch?v=OYecfV3ubP8
16Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The Internet: Mosaic browser 1993
17Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The first online banner ad 1994
18Customer Storytelling: Elevating the Voice of the Customer in a B to B World
This is the most exciting time in
the history of human
communication. The access,
possibilities and worldwide
reach are unprecedented.
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 19
2,802,478,934people online
Source: http://www.internetworldstats.com/stats.htm
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20
Over 750,000,000websites
Source: http://www.businessinsider.com/how-many-web-sites-are-are-there-2012-3
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21
8,000,000,000,000text messages are sent every year (that’s 8 TRILLION!)
(2.5 trillion in the U.S. alone)
Context: 8 trillion seconds ago Neanderthals walked the earth.
Source: http://www.bloomberg.com/video/how-many-text-messages-are-sent-each-year-RDvLwi1WRgii6HMmiVk_Fw.html
The world around us has become
exceedingly crowded and complex.
And it hurts business.
$237Bin profits are wasted
annually due to complexity
(in just the top 200
companies)*
Source:
* ”Complexity Kills (So Kill Complexity)”, Jonathan Becher, Chief Marketing Officer at SAP https://www.linkedin.com/pulse/article/20141027033105-24136-complexity-kills-so-kill-complexity
* *Three Ways that Simplicity Pays”, Jonathan Becher, Chief Marketing Officer at SAP https://www.linkedin.com/pulse/article/20140707044618-24136-three-ways-that-simplicity-pays
75%of consumers are more
likely to recommend a
brand if it offers a simpler
experience**
25Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Source:
Siegel Gale #SimplicityPays: Global Brand Simplicity Index 2014, https://www.youtube.com/watch?v=N6nvzlvTDDo
So companies are harnessing
the power of storytelling to
convey the essence of their
brand and the value they offer
their customers.
And in the process enabling
them to do amazing things.
https://www.youtube.com/watch?v=7MV3HWQHl1s
29Customer Storytelling: Elevating the Voice of the Customer in a B to B World
https://www.youtube.com/watch?v=mpOjnXcy8NE
30Customer Storytelling: Elevating the Voice of the Customer in a B to B World
https://www.youtube.com/watch?v=57e4t-fhXDs
Find your true essencePeel the onion back and look at the things
that are truly driving your business.
2
Eradicate complexityFind the complexity that exists, kill it. And most
importantly, don’t fall into the same trap that got you
into this mess. Keep complexity at bay.
3
Get back to basicsA great story is a great story, no
matter how you tell it. On paper
or in pixels, with the sound of our
voice or via your phone.
4