B2B storytelling and communities

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Today the traditional way of doing business from my perspective, has at least one foot in the grave. …

Today the traditional way of doing business from my perspective, has at least one foot in the grave.
Today’s organizations often demonstrate an inability to connect.
However I believe that the ability to associate and connect is the basis for success in today’s
hyper-connected world. Thanks to the Internet, people can meet and share stories globally and
instantaneously like never before. The cloud is there for everyone, whereas in the old days selling
your story to the world was reserved for the rich and the famous.
In comes peer-to-peer storytelling.

More in: Business
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Transcript

  • 1. TRADITIONAL MARKETING & BRANDING IS DEAD
  • 2. Don Draper is no longer in charge
  • 3. You are Stories !no longer in charge vs. Your community is !
  • 4. The price of a coffeehere (X) in BarMundial, Lissabon? X
  • 5. PROGRESSION OF ECONOMIC VALUE: IT’S ALL ABOUT EXPERIENCES
  • 6. STORIESDRIVE COMMUNITY & EXPERIENCES
  • 7. YOURSTORY
  • 8. Valuable content & Stories“COMMUNITIES ALREADY EXIST. THINK ABOUT HOW YOUCAN HELP THAT COMMUNITY DO WHAT IT WANTS TO DO.” Mark Zuckerberg, founder and CEO of Facebook
  • 9. AmEx does a lot to supportbusiness customers
  • 10. A COMMUNITY WITH A COLLECTION OF STORIES.
  • 11. DellBusinessYouTube channel
  • 12. Connect business pro’sand young entrepreneurs, in an effort to share skills and ideas.
  • 13. Creating content to educate. Telling stories to engage.
  • 14. From facts and figures To telling stories.Twitter:@rafstevens
  • 15. TRADITIONAL MARKETING IS DEAD. HERE IS NEW AGE MARKETINGCONSUMPTION SHARINGPRODUCT CONTEXTMARKETING COMMUNITIES
  • 16. Yahoo!/BBDO study (2012 Feb) "Whats Your Story."
  • 17. TELL ABOUT “WHY” AHUMAN STORY CUSTOMERS ARE NOT RATIONAL AND LOGICAL BEINGS THAT (ONLY) BUY ON PRICE.
  • 18. BUT… 10 REASONS WHY CUSTOMER EMOTIONS ARE NOT BEING EMBRACED BY BUSINESS
  • 19. 1. Businesses have been traditional run by men. 2. Women are better at understanding their emotions than men. 3. Businesses like logical/analytical people. 4. Most senior people in organisations are 50plus years old.5. Business is about numbers. 6. Business becomes more7. Emotions are soft ,fluffy and complex, reinforcing this difficult to quantify. logical approach. 8. Back in the day there was no9. Emotions are hard to define product saturation. and the science is not precise. 10. Most leaders are macho types not the people who are experts on psychology and emotions.
  • 20. My story? Master degree and lots of experience in marketing blah blah turns corporate storyteller
  • 21. How can you use stories in sales ? In business a story is simply the recounting of an event that happened to you or to someone you know, or even a narrative from another source such as a movie or a book.
  • 22. 3 types of sales stories ORIGIN CLIENT PRODUCT stories stories stories Do n ’t be Sho w Be t r u t hf u l af r a i d t o em pat hybe v u l n er a bl e
  • 23. 5STORYTELLINGLESSONS
  • 24. #1 Move your style of communication away from being predominantlyrational and argument-based to being a good mixture of stories and argument.
  • 25. #2You are not the hero of the story; It is not about your brand.
  • 26. #3Develop an awareness of the storiesthat swirl around you every day.
  • 27. #4 Not all content are stories.All stories are (good) content.
  • 28. #5Be Truthful
  • 29. Twitter:@rafstevens
  • 30. THE ENDwww.corporatestoryteller.be