Your SlideShare is downloading. ×

Storytelling to storys€lling

7,623

Published on

All our life we've been told stories: as children in school, through books, movies, even in television and radio commercials. As humans we are hardwired for stories – we're conditioned to respond to …

All our life we've been told stories: as children in school, through books, movies, even in television and radio commercials. As humans we are hardwired for stories – we're conditioned to respond to them. So, as professional marketers, how can we build stories into our messaging to engage a commercial result? How can we develop a story-based culture? What kind of stories work best? In this session you will learn:

- Why storytelling is a useful business tool
- The impact social media brings to storytelling
- How to build memorable storylines
- Some storytelling examples

Published in: Business
4 Comments
38 Likes
Statistics
Notes
  • Some nice stuff here. Indeed social media marketing is about story telling. Not only ordinary mundane vagaries but stories that will go viral.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Planner
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great job telling the essence of story persuasion.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • This is good post
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
7,623
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
523
Comments
4
Likes
38
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Challenge for us is building a culture of storytellingWhere people
  • People buy what they wantNot necessarily what they needThey demand stories from marketers to help convincethemselves to buy what they already decided they want
  • The ultimate “Word Of Mouth” marketing. Good stories engage. Really good stories spread. And in today's social-media environment, where it's easier than ever to share content, it's important that marketers become skilled in the art of the story. The better the story the more people that will engage with the subject and the better your social media efforts will be. Social media people must be excellent story tellers that can engage and get an audience participate in the story so that it becomes theirs. The more stories you tell, the more you will engage your readers. And if they like your stories, they will want to share them. Like I said, that’s the nature of stories. They call out to be shared. Think multimedia – podcasts, videos, slideshows, photos.
  • In the new world of work, your reputation is the only accepted currency.
  • Transcript

    • 1. Storytelling To Storys€lling
      Sarah GoodallHead of Social Media, EMEA
    • 2. Tent Pegs or Camping Holidays?
    • 3. Agenda
      How To Put Great Stories Together
      Background To Storytelling
      Components Of Storytelling
      Putting Theory To Practice
    • 4. The What & Why Of Storytelling
      • Storytelling is the conveying of events in words, images and sounds often by improvisation or embellishment
      • 5. Age old tradition
      • 6. Stories can help...
      • 7. People cope with change
      • 8. Rid fear, uncertainty & doubt
      • 9. Make the complex become simple
      • 10. Persuade where facts can’t
      • 11. Produce mental images
      Recall
      Relate
      Refer
    • 12. Technology Marketing
    • 13. Gartner Research:How To Tell Better Marketing Stories
      Stories are how we remember; we tend to forget lists and bullet points
      Screenwriting Coach
      Robert McKee
      Feature
      Benefit
      Feature
      Benefit
    • 14. How Does This Work?The Neuroscience Of Marketing
    • 15. So Why Should Marketers Care?Word Of Mouth Marketing
      Stories provide shortcuts. We’re too overwhelmed by data to discover all the details
      Seth GodinAuthor & Marketing Guru
    • 16. The Impact Of Social MediaWord Of Mouth Marketing...On The Big Screen!
      Good Stories ENGAGE
      Really Good Stories SPREAD
    • 17. Why It’s Important To UsAs Professionals
      Be Remembered!
    • 23. Building A Marketing StoryHow To Tell Better Marketing Stories (Slideshare)
    • 24. What’s The Story At SAP?We Help Organisations...Run Better
    • 25. But What Does That Actually Mean?The Story Behind The Poster
      1.5bn
      subscribers around the world
      78
      distinct channels
      Run Better Means...
      providing good content to as many people as possible
      SAP
      manage that global content
      single version of the truth
      global platform for global business
      http://www.youtube.com/watch?v=sMzr4OAIx-I
    • 26. Where Do We Start?Positioning Is Key
      Customer
      Need
      SolutionStrength
      Competitive
      Weakness
      Target Position
    • 27. Putting That Into PracticePositioning Is Key
      Each messaging framework has a customer example and 3rd party supporting data relating to their business
    • 28. Build A Holistic Story Board
    • 29. So How Can You Move To Storys€lling?
      POSITIONING
      MESSAGES
      SYNDICATION
      STORYBOARDS
      ADOPTION
      FEEDBACK
      Use customer needs to frame our solution strengths and differentiators
      Map unique claims and capabilities to the SAP brand promise
      Make sure all assets in all channels are “on-message”
      Use the same positioning and messaging as the building blocks of our stories
      Help sales, presales and consulting adopt our content
      Bring audience feedback all the way back to positioning
    • 30. How Do You Scale?Make It Part Of The Culture
    • 31. Summary TipsHow To Build Marketing Stories
      Start With The End
      Capture Their Attention
      Make Customers The Actors In The Story
      e.g. People In Your Position, Research Tells Us
      Build Credibility
      Quantify Your Value
      Move Them Along
      A Good Call To Action
      Build A Library
    • 32. Thank You!
      Twitter: @tribalimpact
      Blog: www.sarahgoodall.com
      LinkedIn: www.linkedin.com/in/sarahgoodall

    ×