In this presentation we cover: A quick recap of Part 1 Setting Goals + Benchmarks: starting off your campaign with the proper KPIs Knowing What Stories Work: Data about which types of stories have the biggest impact on your community, and tactical advice on how to put this data to work for your brand How, Where, & When to use these stories: when are people most receptive to customer stories, and where to use this incredible content.

1. THE SCIENCE OF
STORYTELLING 2
We will be starting at 11:02 am PT.
Use the Chat Pane in GoToTraining to Ask Questions!
Or #StoryTalk on Twitter
Webinar video and
presentation deck will be
available later today

2. BEFORE WE BEGIN
Webinar 11.3.14: The Relationship Era:
Creating Authentic Customer
Relationships in a Clutter World
Bob Garfield
Co-host: NPR’s On the Media
Author – Can’t Buy Me Like
What do you want to hear about?

3. Introductions
Your guides for today’s conversation
Jake Cerf
Product Marketing Manager @ StoryBox
@jakecerf
Justin M. Nassiri
Founder & Chief Storyteller @ StoryBox
@jnassiri1

4. TODAY’S GOAL:
To learn how to use customer
storytelling to engage your
community, drive sales, and
increase referrals

5. AGENDA
1 Recap of Part 1
2 Setting goals + benchmarks
3 Knowing what stories work
4 How, where & when to use these stories
5 Questions & Next steps

6. 1 RECAP OF PART 1

7. Stories resonate with
us on a deeply
emotional level
Stories are:
1. Inherently accessible
2. Profoundly retained
3. More likely to be shared

8. stôrē/teliNG/
A company’s practice of empowering
its community to share their unique
experience with the world

9. PART 1 KEY TAKEAWAYS:
1 People remember stories more than anything else
Customers share their stories in different ways 2
Reward your community for sharing their story today 3
Provide examples and guidelines to receive quality
stories
4

10. 2 SETTING GOALS + BENCHMARKS

11. “Ready, FIRE, aim mentality”

12. When it comes
to KPIs
… you tell me?

13. Every battle is won
before it is ever fought.
-- Sun Tzu, The Art of War
“

14. Why are goals essential for customer
storytelling?

15. #1: Frame the
story for your
boss & the
world

16. #2:
Make sure your
tracking is in place
from day 1

17. #3:
Make sure you’ve got
enough gas to reach
your goals

18. What to measure?

19. Engagement Metrics
1. Referral Traffic
2. Increased Time on Site
3. Interactions
4. CTRs

20. Participation
1. Creating content
2. Shares
3. Votes

21. Participation by content creation is the most
common KPI…but it shouldn’t be

22. Participation is one
component of many
1. 1% of a community is
content creators; 99% are
content consumers
2. Participation is 100% based
on traffic and incentives
3. Overlooks the value of
using content broadly to
drive community
interactions & sales
For more insight on
participation, refer to The
Science of Storytelling 1

23. Sharing & Virality
Metrics
1. Sales
2. Email CTR
3. Ad CTR
4. Social Media Mentions

24. The “soft metrics”
1. Brand Affinity
2. Share of Voice
3. Brand Perception
4. Customer Loyalty
Great benefits, but require
advanced tracking & surveys

25. Consumer insights may prove more compelling
than the data itself

26. Example data from anonymous
client
100%
98%
96%
94%
92%
90%
88%
86%
Submissions Votes
Source: StoryBox client data
YouTube
Twitter
Instagram
Video
Photo
• Videos (submitted &
YouTube) received a
disproportionate amount
of votes
• Instagram content
received less votes than
expected
Content by Source
Look for consumer
insights for future
campaigns

27. Example data from anonymous
client
Content Subject by Location
31%
Source: StoryBox client data
Look for consumer
insights for other
marketing programs
• Indoor imagery most
predominant content
• Imagery guidance to
appeal to target
demographics
54%
15%
Indoors
N/A
Outdoors
Image Content
Woman 51%
Man 10%
Child 9%
Woman & Child 5%
Couple 4%
Dog 4%

28. Remember: Establishing a dialogue and program
requires iteration and refinement

29. 3 KNOWING WHAT STORIES WORK

30. Willingness to
Participate
81%
50%
25%
10%
• People differ in how they
would like to share their
story
• People are affected
differently by viewing
different types of content
To maximize impact
and participation,
provide multiple ways
to participate
Source: StoryBox client data

31. Impact on
KPIs
Coming soon:
Part 2
10.30.13
Source: StoryBox client data
Nothing in the world is
worth having or worth
doing unless it means
effort, pain, difficulty
-- Theodore Roosevelt

32. Remember the ALC Ice Bucket Challenge?

33. If the Ice Bucket Challenge were text
instead of video…
Brr… this water is so cold. #IceBucketChallenge!!!
WOW! F-ing FREEZING! #IceBucketChallenge.
@BillNye, @BarryO – don’t leave me hanging fellas. Just iced
myself (not Smirnof) and this is cold! #IceBucketChallenge
3-2-1 Dunk! Woohoooo! That’ll get you up in the morning.
This #IceBucketChallenge is no joke. @RandyQ @JillianDay
you two are up next

34. Video leads in customer
engagement
Hover over:
4.5X longer than photos
2.2X longer than text
View time:
60% longer than photos
41% longer than text

35. Visual content
elicits the most
clicks
Video is:
37% higher than
photos
223% higher
than text
Photos are 134%
higher than text

36. 1.8M Equivalent words for 1 minute of video
90% Amount of information transmitted to brain visually
3X Increase in traffic for posts with video vs. text
100%Increase in time on site for retailers with video
40% People who respond better to visual content than
text
90% Online shoppers who find video helpful in making
buying decisions
64% How much more likely a customer is to buy a
product with an online video
http://www.videobrewery.com/blog/18-video-marketing-statistics
http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx

37. A few tactical recommendations for making the
most of visual content

38. Be Topical

39. Be Topical
Oreos 100-day campaign:
100 stories of of creativity,
humor, and cultural
awareness
• Gained 1 million
Facebook fans
• 195% increase in fan
interactions

40. Enable custom creations

41. Help customers create
custom creations
AT&T You’ve got a Case:
Fans send customizable
videos to their friends
• 12 million impressions
($1.5 M)
• 56% participation 13-25
year olds

42. Promote giveaways and freebies

43. Promote Giveaways &
Freebies
Heineken Squad Numbers:
Soccer jersey included in
every crate of beer. Fans
submit photos wearing their
shirt for a chance to win
all0inclusive trip to Europe
Cup.
• 30% growth in crate sales
• 120k Facebook Fans
gained

44. Use a # with every campaign

45. Use a # with every
campaign
Lancome #BareSelfie:
Encouraged fan selfies sans
makeup to celebrate their new
DreamTone
• 500 photos submitted
• Generated 50% of sales
for DreamTone
• 4% conversion rate for
DreamTone

46. Challenge users in new ways

47. Challenge Users in New Ways
Heineken Crack the US Open:
A “Where’s Waldo” style app where users
search for one individual amongst fans
seated at the event
• 1,500 participants in 3-days
• 20% increase in Instagram followers

48. Take followers behind the scenes

49. Take followers behind
the scenes
Airbus A350 Launch: Creating
buzz of their maiden flight with
real time photos, videos, and
Vines
• 10M Impressions
• 4,000 new followers in one
day
• #1 trending topic

50. Use a # with every
campaign
Airbus A350 Launch: Creating
buzz of their maiden flight with
real time photos, videos, and
Vines
• 10M Impressions
• 4,000 new followers in one
day
• #1 trending topic
Want more?
How Images Make Content More Shareable
StoryBox White Paper & Infographic
11.6.14

51. 4 WHERE, WHEN, AND HOW TO USE
THESE STORIES

52. Quick Poll!

53. Participation over
time
Most participation
occurs during the
workday
• Majority occurs from 9:00-
5:00pm PST
• Includes created content
only (not aggregated
stories)
1200
1000
800
600
400
200
0
Submissions by Time of Day
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Source: StoryBox client data
57%

54. Participation over
time
Most participation
occurs early in work
week
• 68% of participation
occurs Mon - Thurs
• Peak participation time is
2:00pm PST on Tuesday
900
800
700
600
500
400
300
200
100
Submissions by Day of Week
68%
Source: StoryBox client data
-
Mon Tue Wed Thu Fri Sat Sun

55. Participation over
time
1,000
800
600
400
200
-
Mon Tue Wed Thu Fri Sat Sun
Source: StoryBox client data
• Mobile participation peaks on Saturdays (50% vs 20%)
• Desktop still leads participation (but shrinking quickly)
Mobile
Uploads
Recorded
Participation by Device Type over Time

56. Use your customer stories’
everywhere
Website: homepage, product
page, community page, about us
page
Social: give shout-outs to
participants (and also drive more
stories)
Email: Dedicated emails &
newsletters. Tailor to demographic
information

57. Use your customer stories’
everywhere
Digital Ads: Static or interactive
ads featuring customer stories
TV: Standalone stories, edit
promos, or pre-screen
Billboards: Digital or static
banners

58. 1 KEY TAKEAWAYS:
Don’t start your campaign until your goals and KPIs
are in place
1
Some of your most important takeaways will be the
consumer insights behind the data 2
Although it’s harder to get, visual content is more
powerful than other types of content 3
Use your stories far and wide to connect with
potential customers
4

59. GIVE CUSTOMERS A MEANS TO TELL
THEIR STORY. QUESTIONS?