Julie Roehm on storytelling: It's history, impact, and importance for brands

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Julie Roehm presentation on storytelling. As Chief Storyteller at enterprise software giant SAP, Julie Roehm is tasked with improving the way SAP communicates with customers, prospects, and users. Marketers, business strategies, and advertising executives take note - the age of the storyteller has begun.

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Julie Roehm on storytelling: It's history, impact, and importance for brands

  1. 1. “ “ Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP Customer Storytelling: Elevating the Voice of the Customer in a B2B World
  2. 2. 2Customer Storytelling: Elevating the Voice of the Customer in a B to B World Great stories inspire people to create nations, develop new markets, and change the world
  3. 3. 3Customer Storytelling: Elevating the Voice of the Customer in a B to B World Without them, ideas die, businesses fail
  4. 4. 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.
  5. 5. 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…
  6. 6. 6Customer Storytelling: Elevating the Voice of the Customer in a B to B World Earliest story: Lascaux cave paintings 17,300years ago
  7. 7. 7Customer Storytelling: Elevating the Voice of the Customer in a B to B World Literature: Epic of Gilgamesh 2000 B.C.
  8. 8. 8Customer Storytelling: Elevating the Voice of the Customer in a B to B World Oration: Homer’s Illiad 1,260 B.C.
  9. 9. 9Customer Storytelling: Elevating the Voice of the Customer in a B to B World Print: Gutenberg Bible 1450
  10. 10. 10Customer Storytelling: Elevating the Voice of the Customer in a B to B World Film: The Great Train Robbery 1903
  11. 11. 11Customer Storytelling: Elevating the Voice of the Customer in a B to B World Radio: FDR Fireside Chat 1933
  12. 12. 12Customer Storytelling: Elevating the Voice of the Customer in a B to B World Radio: War of the Worlds 1938
  13. 13. 13Customer Storytelling: Elevating the Voice of the Customer in a B to B World TV Advertising: The first TV ad 1941
  14. 14. 14Customer Storytelling: Elevating the Voice of the Customer in a B to B World Political Ads: 1964
  15. 15. 15Customer Storytelling: Elevating the Voice of the Customer in a B to B World Advertising Comes of Age: 1984
  16. 16. 16Customer Storytelling: Elevating the Voice of the Customer in a B to B World The Internet: Mosaic browser 1993
  17. 17. 17Customer Storytelling: Elevating the Voice of the Customer in a B to B World The first online banner ad 1994
  18. 18. 18Customer Storytelling: Elevating the Voice of the Customer in a B to B World Through the ages, technology and media, whether stone or the sound of our voice or pixels on a screen, has dramatically influenced the way we communicate and tell stories
  19. 19. 19Customer Storytelling: Elevating the Voice of the Customer in a B to B World Today, with digital media and emerging technologies, the challenges, and the opportunities, are boundless
  20. 20. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20 2,513,041,361 people online Source: http://www.worldometers.info/
  21. 21. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21 643,000,000 websites Source: http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/
  22. 22. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 22 144,000,000,000 emails per day (more than 65% is spam) Source: http://mashable.com/2012/11/27/email-stats-infographic/
  23. 23. 23Customer Storytelling: Elevating the Voice of the Customer in a B to B World But…
  24. 24. To break through the clutter, meaningful, one to one conversations with our customer is now more important than ever
  25. 25. Mobile and social media technologies now offer opportunities to connect with our audience in a much more intimate setting… An opportunity to get our product or service out of the way of telling incredible stories…
  26. 26. 26Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  27. 27. Like consumer products, businesses are becoming more resourceful and artful in their ability to harness the art of storytelling…
  28. 28. through innovative use of technology and narrative.
  29. 29. At SAP, we are putting the Voice of Our Customer in context. Demonstrating the real value of SAP and how we help make our customers Run Better…
  30. 30. And in the process enable them to do amazing things.
  31. 31. 31Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  32. 32. 32Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  33. 33. B2B Making
  34. 34. B2B2C Making
  35. 35. This has changed our customers expectations in how their software delivers information
  36. 36. Facebook 2005 Facebook Today
  37. 37. 37Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  38. 38. 38Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  39. 39. 39Customer Storytelling: Elevating the Voice of the Customer in a B to B World A 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 iPhone
  40. 40. 40Customer Storytelling: Elevating the Voice of the Customer in a B to B World And now technology is changing the game on how we tell our stories that will connect with our customer
  41. 41. 41Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  42. 42. 42Customer Storytelling: Elevating the Voice of the Customer in a B to B World Are you scared…
  43. 43. Or are you exhilarated?
  44. 44. What’s your story? goo.gl/T67Nrh
  45. 45. 45Customer Storytelling: Elevating the Voice of the Customer in a B to B World Thank you Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP

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