Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Julie Roehm
Chief Storyteller, Senior Vice President Marketing, SAP
From cave paintings to Pinterest:
The history and sign...
2Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Great story tellers inspire people to
create...
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 co...
5Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But the genesis of today’s technology is bas...
6Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Earliest story: Lascaux cave paintings 17,30...
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
TV Advertising: The first TV ad 1941
12Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Political Ads: 1964
13Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Advertising Comes of Age: 1984
14Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The Internet: Mosaic browser 1993
15Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The first online banner ad 1994
16Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Pinterest 2010
17Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Today, visual experiences, are
revolutioniz...
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 18
2,802,478,934
people online
Source: http:/...
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 19
Over 750,000,000
websites
Source: http://w...
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20
8,000,000,000,000
text messages are sent e...
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21
TheVisualWebis
experiencing
explosivegrowt...
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 22
Source: http://www.quicksprout.com/2014/08...
23Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But why?…
SIMPLE
The reason is
25Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Source:
Siegel Gale #SimplicityPays: Global...
The world around us has become
exceedingly crowded and complex.
And it hurts business.
$237Bin profits are wasted
annually...
Simpler experiences pay
dividends.And visual
storytelling is a key widget in
our toolbox.
Infographics can help turn
uninteresting and complicated
concepts into impactful and
shareable content.
Stories at a glance
Simplifying the data
Mundane to impactful
39Customer Storytelling: Elevating the Voice of the Customer in a B to B World
23 brands
from toothpaste
to potato chips
40Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Better user experiences
42Customer Storytelling: Elevating the Voice of the Customer in a B to B World
43Customer Storytelling: Elevating the Voice of the Customer in a B to B World
44Customer Storytelling: Elevating the Voice of the Customer in a B to B World
45Customer Storytelling: Elevating the Voice of the Customer in a B to B World
So what’s your story?
How do you
#RunSimple
48Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Thank you
Julie Roehm
Chief Storyteller, Se...
Appendix
And in the process enabling
them to do amazing things.
51Customer Storytelling: Elevating the Voice of the Customer in a B to B World
4 take-aways to help prepare
you for your journey towards
simple…
Simple isn’t easy
1
Find your true essence
Peel the onion back and look at the things
that are truly driving your business.
2
Eradicate complexity
Find the complexity that exists, kill it. And most
importantly, don’t fall into the same trap that go...
Get back to basics
A great story is a great story, no
matter how you tell it. On paper
or in pixels, with the sound of our...
Visual Communications Summit | Julie Roehm
Visual Communications Summit | Julie Roehm
Visual Communications Summit | Julie Roehm
Visual Communications Summit | Julie Roehm
Visual Communications Summit | Julie Roehm
Visual Communications Summit | Julie Roehm
Visual Communications Summit | Julie Roehm
Upcoming SlideShare
Loading in …5
×

Visual Communications Summit | Julie Roehm

2,332 views

Published on

Presentation given to the visual communications summit. Covers the history and application of storytelling techniques in a brand context.

Published in: Marketing
  • Be the first to comment

Visual Communications Summit | Julie Roehm

  1. 1. Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP From cave paintings to Pinterest: The history and significance of visual communication
  2. 2. 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.
  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 TV Advertising: The first TV ad 1941
  12. 12. 12Customer Storytelling: Elevating the Voice of the Customer in a B to B World Political Ads: 1964
  13. 13. 13Customer Storytelling: Elevating the Voice of the Customer in a B to B World Advertising Comes of Age: 1984
  14. 14. 14Customer Storytelling: Elevating the Voice of the Customer in a B to B World The Internet: Mosaic browser 1993
  15. 15. 15Customer Storytelling: Elevating the Voice of the Customer in a B to B World The first online banner ad 1994
  16. 16. 16Customer Storytelling: Elevating the Voice of the Customer in a B to B World Pinterest 2010
  17. 17. 17Customer Storytelling: Elevating the Voice of the Customer in a B to B World Today, visual experiences, are revolutionizing businesses and monopolizing our attention. In addition, the access, possibilities and worldwide reach are unprecedented.This is the visual age.
  18. 18. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 18 2,802,478,934 people online Source: http://www.internetworldstats.com/stats.htm
  19. 19. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 19 Over 750,000,000 websites Source: http://www.businessinsider.com/how-many-web-sites-are-are-there-2012-3
  20. 20. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20 8,000,000,000,000 text 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
  21. 21. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21 TheVisualWebis experiencing explosivegrowth Outside Voices: The Visual Web Is Changing Everything in Media and Advertising* Sources: * http://blogs.wsj.com/cmo/2014/06/24/outside-voices-the-visual-web-is-changing-everything-in-media-and-advertising/ 300million Instagrammers 22% of entire adult population use Pinterest
  22. 22. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 22 Source: http://www.quicksprout.com/2014/08/01/how-to-increase-instagram-engagement-by-182/ Image vs. Text: Instagram growth outpaces Twitter
  23. 23. 23Customer Storytelling: Elevating the Voice of the Customer in a B to B World But why?…
  24. 24. SIMPLE The reason is
  25. 25. 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
  26. 26. 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**
  27. 27. Simpler experiences pay dividends.And visual storytelling is a key widget in our toolbox.
  28. 28. Infographics can help turn uninteresting and complicated concepts into impactful and shareable content.
  29. 29. Stories at a glance
  30. 30. Simplifying the data
  31. 31. Mundane to impactful
  32. 32. 39Customer Storytelling: Elevating the Voice of the Customer in a B to B World 23 brands from toothpaste to potato chips
  33. 33. 40Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  34. 34. Better user experiences
  35. 35. 42Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  36. 36. 43Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  37. 37. 44Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  38. 38. 45Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  39. 39. So what’s your story?
  40. 40. How do you #RunSimple
  41. 41. 48Customer Storytelling: Elevating the Voice of the Customer in a B to B World Thank you Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP
  42. 42. Appendix
  43. 43. And in the process enabling them to do amazing things.
  44. 44. 51Customer Storytelling: Elevating the Voice of the Customer in a B to B World
  45. 45. 4 take-aways to help prepare you for your journey towards simple…
  46. 46. Simple isn’t easy 1
  47. 47. Find your true essence Peel the onion back and look at the things that are truly driving your business. 2
  48. 48. Eradicate complexity Find 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
  49. 49. Get back to basics 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 phone. 4

×