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B2B storytelling and communities
The document discusses the shift from traditional marketing to community-driven storytelling, emphasizing the importance of engaging customers through narratives rather than just facts and figures. It outlines how emotional connections and community support can enhance marketing efforts and mentions storytelling techniques for sales. Additionally, it identifies reasons why businesses often overlook customer emotions and offers storytelling lessons for effective communication.
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B2B storytelling and communities
- 2. TRADITIONAL MARKETING &BRANDING IS DEAD
- 3. Don Draper isno longer in charge
- 4. You are Stories ! no longer in charge vs. Your community is !
- 6. The price ofa coffee here (X) in Bar Mundial, Lissabon? X
- 7. PROGRESSION OF ECONOMICVALUE: IT’S ALL ABOUT EXPERIENCES
- 8. STORIES DRIVE COMMUNITY &EXPERIENCES
- 9.
- 10. Valuable content & Stories “COMMUNITIES ALREADY EXIST. THINK ABOUT HOW YOU CAN HELP THAT COMMUNITY DO WHAT IT WANTS TO DO.” Mark Zuckerberg, founder and CEO of Facebook
- 11. AmEx does alot to support business customers
- 12. A COMMUNITY WITH A COLLECTION OF STORIES.
- 13.
- 14. Connect business pro’s andyoung entrepreneurs, in an effort to share skills and ideas.
- 15. Creating content to educate. Telling stories to engage.
- 16. From facts andfigures To telling stories. Twitter: @rafstevens
- 17. TRADITIONAL MARKETING ISDEAD. HERE IS NEW AGE MARKETING CONSUMPTION SHARING PRODUCT CONTEXT MARKETING COMMUNITIES
- 18. Yahoo!/BBDO study (2012 Feb) "What's Your Story."
- 19. TELL ABOUT “WHY” A HUMAN STORY CUSTOMERS ARE NOT RATIONAL AND LOGICAL BEINGS THAT (ONLY) BUY ON PRICE.
- 20. BUT… 10 REASONS WHY CUSTOMER EMOTIONS ARE NOT BEING EMBRACED BY BUSINESS
- 21. 1. Businesses have been traditional run by men. 2. Women are better at understanding their emotions than men. 3. Businesses like logical/analytical people. 4. Most senior people in organisations are 50plus years old. 5. Business is about numbers. 6. Business becomes more 7. Emotions are soft ,fluffy and complex, reinforcing this difficult to quantify. logical approach. 8. Back in the day there was no 9. Emotions are hard to define product saturation. and the science is not precise. 10. Most leaders are macho types not the people who are experts on psychology and emotions.
- 22. My story? Masterdegree and lots of experience in marketing blah blah turns corporate storyteller
- 24. How can youuse stories in sales ? In business a story is simply the recounting of an event that happened to you or to someone you know, or even a narrative from another source such as a movie or a book.
- 25. 3 types ofsales stories ORIGIN CLIENT PRODUCT stories stories stories Do n ’t be Sho w Be t r u t hf u l af r a i d t o em pat hy be v u l n er a bl e
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- 27. #1 Move yourstyle of communication away from being predominantly rational and argument-based to being a good mixture of stories and argument.
- 28. #2 You are notthe hero of the story; It is not about your brand.
- 29. #3 Develop an awareness of the stories that swirl around you every day.
- 30. #4 Notall content are stories. All stories are (good) content.
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