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The Power of Story Telling

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The power of story telling to get corporate & customer by-in.

Presented at Pubcon Las Vegas November 11, 2017

Published in: Marketing
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The Power of Story Telling

  1. 1. @aknecht #pubcon Use the Power of Story to Influence Action Presented by: Alan K’necht
  2. 2. @aknecht #pubcon
  3. 3. @aknecht #pubcon ENOUGH SAID
  4. 4. @aknecht #pubcon
  5. 5. @aknecht #pubcon Numbers
  6. 6. @aknecht #pubcon Numbers Numbers out of context are just numbers Numbers in context tell a memorable story
  7. 7. @aknecht #pubcon Dashboards as a Solution?
  8. 8. @aknecht #pubcon Dashboards as a Solution?
  9. 9. @aknecht #pubcon Dashboards as a Solution?
  10. 10. @aknecht #pubcon Why No Dashboards for Reporting • Numbers out of context • Don’t explain anything • Tend evolve to include everything ever asked for
  11. 11. @aknecht #pubcon Why No Dashboard for Reporting • Number out of context • Don’t explain anything • Tend evolve to include everything ever asked for – Everything including the kitchen sink
  12. 12. @aknecht #pubcon Homer’s Car for the Average Guy
  13. 13. @aknecht #pubcon Homer’s Car for the Average Guy
  14. 14. @aknecht #pubcon Homer’s Car for the Average Guy
  15. 15. @aknecht #pubcon Benefits of a Successful Story • Great & Memorable Stories:
  16. 16. @aknecht #pubcon Benefits of a Successful Story • Great & Memorable Stories: – Remembered for a long time (even years) – Resonate with the audience • Helps get buy-in
  17. 17. @aknecht #pubcon Keys to a Memorable Story • Flashback to Journalism 101 – The 5 Ws: • Who • What • When • Where & • Why
  18. 18. @aknecht #pubcon How To Tell A Great Story • Treat the C-level & the audience like kids: – Don’t overwhelm them with data – Draw them a picture – Tell them a story about it
  19. 19. @aknecht #pubcon Which Do You Prefer? Which is The Easiest One To Tell The Story
  20. 20. @aknecht #pubcon The Obvious Choice
  21. 21. @aknecht #pubcon Now Let’s Tell the Story Who: Which Channel/Demographic What: What is the spike? • Conversions • Bounce rate • Visits, etc. When: Time period (event)/Duration Where: Geo Location/Segment Why: What caused this?
  22. 22. @aknecht #pubcon What Does This Tell You? Who: What: When: Where: Why:
  23. 23. @aknecht #pubcon Bring It Together • A Good story has: – A picture (a picture is worth a thousand words) – An intro – A middle – A conclusion
  24. 24. @aknecht #pubcon Bring It together • You tell the story • Audience doesn’t need to read it – Engage the audience with 1 or 2 images
  25. 25. @aknecht #pubcon Bring it Together – The Story Who: Paid & Organic Search What: Increase in student travel insurance orders When: Starts 1 week before spring break Where: Across continental US Why: Last minute travel deals Students wait for last minute Conclusion: Plan bigger spend next year
  26. 26. @aknecht #pubcon Be The Story Teller • Make it engaging • Use pictures to convey the story • Deliver the 5 Ws • Tell them the next steps • Get buy in • Time it right: Maybe 60 sec for the story
  27. 27. @aknecht #pubcon Thank You Alan K’necht @aknecht https://www.linkedin.com/in/aknecht/ Or just Google me

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