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Storytelling to storys€lling
 

Storytelling to storys€lling

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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

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  • Some nice stuff here. Indeed social media marketing is about story telling. Not only ordinary mundane vagaries but stories that will go viral.
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  • Great job telling the essence of story persuasion.
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  • This is good post
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  • 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.

Storytelling to storys€lling Storytelling to storys€lling Presentation Transcript

  • Storytelling To Storys€lling
    Sarah GoodallHead of Social Media, EMEA
  • Tent Pegs or Camping Holidays?
  • Agenda
    How To Put Great Stories Together
    Background To Storytelling
    Components Of Storytelling
    Putting Theory To Practice
  • The What & Why Of Storytelling
    • Storytelling is the conveying of events in words, images and sounds often by improvisation or embellishment
    • Age old tradition
    • Stories can help...
    • People cope with change
    • Rid fear, uncertainty & doubt
    • Make the complex become simple
    • Persuade where facts can’t
    • Produce mental images
    Recall
    Relate
    Refer
  • Technology Marketing
  • 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
  • How Does This Work?The Neuroscience Of Marketing
  • 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
  • The Impact Of Social MediaWord Of Mouth Marketing...On The Big Screen!
    Good Stories ENGAGE
    Really Good Stories SPREAD
  • Why It’s Important To UsAs Professionals
    • Networking
    • Professional Branding
    • Competency Based Interviewing
    • Motivaton
    • Inspiration
    • Leadership
    Be Remembered!
  • Building A Marketing StoryHow To Tell Better Marketing Stories (Slideshare)
  • What’s The Story At SAP?We Help Organisations...Run Better
  • 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
  • Where Do We Start?Positioning Is Key
    Customer
    Need
    SolutionStrength
    Competitive
    Weakness
    Target Position
  • Putting That Into PracticePositioning Is Key
    Each messaging framework has a customer example and 3rd party supporting data relating to their business
  • Build A Holistic Story Board
  • 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
  • How Do You Scale?Make It Part Of The Culture
  • 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
  • Thank You!
    Twitter: @tribalimpact
    Blog: www.sarahgoodall.com
    LinkedIn: www.linkedin.com/in/sarahgoodall