EIA 2015 Storytelling for Customer Engagement

•

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European Innovation Academy

Alex Barrera – Chief WOWness Officer, Press42

Technology

Storytelling for
Customer Engagement
Woman choosing wine using pad / Danil Roudenko ©
Alex Barrera (@abarrera)
alex@press42.com

HELLO MY NAME IS...
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Internet has changed it all…
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

1 EXABYTE = 1B of Gigabytes
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

1 EXABYTE = 1B of Gigabytes
60 EXABYTE/month 2014
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

6.000.000 Library of Congress
Library of Congress /Randy ScherkenbachSeguir ©
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Contact surface x3

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Product

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Buying experience / Customer support
Source: http://darkpatterns.org/ryanair-hide-free-option-dont-insure-me/

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Consumer experience

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Need to communicate
Are You Ready? / Wander Vieira ©

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Death
by PowerPoint

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
I DON’T CARE
Bored / Georg Fagerlund ©

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
WTF?!
Surprised lemur / Mirek Osmera ©

once upon a time / Sean Gladwell ©
STORYTELLING

Robert McKee
A story is a universal human experience
wrapped inside a culture-speciﬁc expression
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Customer engagement points
Hapoor Interaction / Mario Moreno ©

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
1.Selling your product
Salesman / Marcin Sołtysiak ©

Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Why
How
What
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Chicisimo app

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Niche
audience
Product

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
General
audience
Niche
audience
Product

WHAT?!
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

WTF?!
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Reason for a story
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

“
http://www.slideshare.net/press42 Alex Barrera (@abarrera)
We sent an email to the ﬁrst few
hundred people who had checked the
box for recurring donations in the
normal signup ﬂow and basically
asked them to describe in their own
words what the concept of the
Universal Fund meant to them […]
Source: http://firstround.com/review/what-startups-can-learn-from-watsis-wildly-successful-email-campaign/

1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

Unless you’re bohemian
http://www.slideshare.net/press42 Alex Barrera (@abarrera)

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
2.Community management

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
I love Rock n Roll / Christian Rödel ©

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
No context

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Minimum Viable Story

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
MISTAKE #5

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
It’s not about YOU, it’s about THEM

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
3.Customer service & reputation

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
MISTAKE #6
A person who eavesdrops on. / Igor Kireev ©

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
MISTAKE #7
Honesty / Erik Brede ©

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Source: http://blog.airbnb.com/our-commitment-to-trust-and-safety

Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html

Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html
Humans

Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html
Will be remembered

Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html
Shared

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Blowball / David Schaefer ©
TIPS & TRICKS

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Blowball / David Schaefer ©
1. Search for an empathic protagonist
TIPS & TRICKS

http://www.slideshare.net/press42 Alex Barrera (@abarrera)
Blowball / David Schaefer ©
1. Search for an empathic protagonist
2. Story compacting: add multiple stories
TIPS & TRICKS

THANK

YOU!
Alex Barrera (@abarrera)
alex@press42.com
http://www.slideshare.net/press42

Video: http://youtu.be/69G-R9vfxlo Startup AddVenture 2013 was held in Kyiv, Ukraine December 4th and 5th. It is the largest and most important startup event of the year in Central and Eastern Europe. In the past few years, getting the tech press to write about your startup has become a crucial stepping stone to initial users and getting noticed by investors. But getting press is tricky. Dealing with bloggers is like having sex, they have needs too. Alejandro Barrera will be your coach. He is from Spain, educated in the US, and has spent a number of years helping mentoring startups including in how to tell their story and how to attract press. He is the CEO of Press42 and the co-founder of Europe’s newest tech news source Tech.eu.

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EIA 2015 Storytelling for Customer Engagement

1. Storytelling for Customer Engagement Woman choosing wine using pad / Danil Roudenko © Alex Barrera (@abarrera) alex@press42.com

2. HELLO MY NAME IS... http://www.slideshare.net/press42 Alex Barrera (@abarrera)

3. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

4. Internet has changed it all… http://www.slideshare.net/press42 Alex Barrera (@abarrera)

5. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

6. 1 EXABYTE = 1B of Gigabytes http://www.slideshare.net/press42 Alex Barrera (@abarrera)

7. 1 EXABYTE = 1B of Gigabytes 60 EXABYTE/month 2014 http://www.slideshare.net/press42 Alex Barrera (@abarrera)

8. 6.000.000 Library of Congress Library of Congress /Randy ScherkenbachSeguir © http://www.slideshare.net/press42 Alex Barrera (@abarrera)

9. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Contact surface x3

10. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Product

11. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Buying experience / Customer support Source: http://darkpatterns.org/ryanair-hide-free-option-dont-insure-me/

12. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Consumer experience

14. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

15. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

16. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Death by PowerPoint

18. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

21. Robert McKee A story is a universal human experience wrapped inside a culture-speciﬁc expression http://www.slideshare.net/press42 Alex Barrera (@abarrera)

22. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Customer engagement points Hapoor Interaction / Mario Moreno ©

24. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

25. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

26. Facts aren’t a story

27.

28. THAT is so SEXY

29. THAT is so SEXY </sarcasm>

30.

31.

32.

33.

34.

35. Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html Why How What http://www.slideshare.net/press42 Alex Barrera (@abarrera)

36. Source: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html Why How What http://www.slideshare.net/press42 Alex Barrera (@abarrera)

37. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Chicisimo app

38. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

39. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Niche audience Product

40. http://www.slideshare.net/press42 Alex Barrera (@abarrera) General audience Niche audience Product

41. MISTAKE #2

42. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

43. WHAT?! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

44. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

45. WTF?! http://www.slideshare.net/press42 Alex Barrera (@abarrera)

46. Reason for a story http://www.slideshare.net/press42 Alex Barrera (@abarrera)

47. “ http://www.slideshare.net/press42 Alex Barrera (@abarrera) We sent an email to the ﬁrst few hundred people who had checked the box for recurring donations in the normal signup ﬂow and basically asked them to describe in their own words what the concept of the Universal Fund meant to them […] Source: http://firstround.com/review/what-startups-can-learn-from-watsis-wildly-successful-email-campaign/

48. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

49. 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and A Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More With Less 9. Be Passionate and Determined 10. Be Humble http://www.slideshare.net/press42 Alex Barrera (@abarrera)

50. MISTAKE #3

51. The interesting piece of wood

52. Unless you’re bohemian http://www.slideshare.net/press42 Alex Barrera (@abarrera)

53. Has to have a protagonist

54. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

55. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

56. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

57.

58. http://www.slideshare.net/press42 Alex Barrera (@abarrera) 2.Community management

60. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

61. MISTAKE #4

62. http://www.slideshare.net/press42 Alex Barrera (@abarrera) No context

63. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

64. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

65. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

66. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Minimum Viable Story

67. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

68. http://www.slideshare.net/press42 Alex Barrera (@abarrera) MISTAKE #5

69. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

70. http://www.slideshare.net/press42 Alex Barrera (@abarrera) It’s not about YOU, it’s about THEM

71. http://www.slideshare.net/press42 Alex Barrera (@abarrera) 3.Customer service & reputation

72. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

73. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

74. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

76. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

77. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

79. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

80. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

81. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

82. http://www.slideshare.net/press42 Alex Barrera (@abarrera)

83. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Source: http://blog.airbnb.com/our-commitment-to-trust-and-safety

84. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Source: http://blog.airbnb.com/our-commitment-to-trust-and-safety

85. Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html

86. Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html Humans

87. Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html Will be remembered

88. Source: http://www.huffingtonpost.com/2014/07/01/mom-breastfeeding-at-starbucks_n_5547576.html Shared

90. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Blowball / David Schaefer © 1. Search for an empathic protagonist TIPS & TRICKS

91. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Blowball / David Schaefer © 1. Search for an empathic protagonist 2. Story compacting: add multiple stories TIPS & TRICKS

92. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Blowball / David Schaefer © 1. Search for an empathic protagonist 2. Story compacting: add multiple stories 3. Create a story arch: causal sequence TIPS & TRICKS

93. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Blowball / David Schaefer © 1. Search for an empathic protagonist 2. Story compacting: add multiple stories 3. Create a story arch: causal sequence 4. Add facts & details proper to the audience TIPS & TRICKS

94. http://www.slideshare.net/press42 Alex Barrera (@abarrera) Blowball / David Schaefer © 1. Search for an empathic protagonist 2. Story compacting: add multiple stories 3. Create a story arch: causal sequence 4. Add facts & details proper to the audience 5. Add the unexpected: humbleness TIPS & TRICKS

95. THANK YOU! Alex Barrera (@abarrera) alex@press42.com http://www.slideshare.net/press42

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