The document presented by Susan Etlinger at Startupfest 2013 discusses the significance of collaborative storytelling in marketing, emphasizing how brands must focus on customer relationships rather than transactions. It outlines various phases of the customer journey, including metrics for awareness, consideration, conversion, customer experience, loyalty, and advocacy, and provides real-world examples to illustrate effective strategies. Additionally, Altimeter Group's role in helping companies adapt to business disruptions is highlighted.

1. Presented at Startupfest 2013
Susan Etlinger, Industry Analyst | @setlinger | @altimetergroup
Collaborative Storytelling

2. “The universe is made of stories, not
atoms.”
− Muriel Rukeyser, poet and political activist
2

3. Why Stories Matter (This Means You)

4. u
Stories are in our
blood
Image courtesy sxc.hu:

5. We’ve told them
forever
Image courtesy sxc.hu:

6. Image courtesy sxc.hu:
We consume them
individually…

7. Source: http://www.artesmagazine.com/2010/06/surrealist-art-form-exquisite-corpse-still-fascinates-artists-and-collectors/
…and tell them
collaboratively
The Exquisite Corpse
Le CadavreExquis

8. 8
The average consumer sees c. 3,000
brand impressions a day. Media is
and will continue to converge as
brands are challenged to intercept
this elusive customer, regardless of
medium, channel or time of day
When it comes
to business, we
are
horriblestorytell
ers.
Image courtesy sxc.hu:

9. 9
The average consumer sees c. 3,000
brand impressions a day. Media is
and will continue to converge as
brands are challenged to intercept
this elusive customer, regardless of
medium, channel or time of day
The average
consumer sees
approximately
3,000 brand
impressions
every. single.
day.
Image by George Rexusedwith Attribution as directed by Creative Commons
hhttp://www.flickr.com/photos/rogersg/6675552743

10. 10
The “it’s all about
me” model
doesn’t work in
the
social, digital, con
nected world.
The Marketing Funnel
Awareness
Consideration
Conversion

11. Focus on Relationships, Not Transactions
11
Transactional
Occasional
Impersonal
Short-Term
Loyal
Constant
Authentic
Long-Term

12. Mapping the Customer Journey

13. You’re going to need
some (social) data.
Image courtesy sxc.hu

14. Image by MadhavaEnros used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/menros/84195844/
You’re also going to
need a map.
Image courtesy sxc.hu

15. This is NOT an
elevator pitch.
Image courtesy sxc.hu

16. It’s about understanding the customer’s
POV

17. Awareness
Stakeholder findings
• Signals that convey that
someone is likely aware of
your brand, service or
content.
Characteristics
• Can we make a reasonable
presumption that the
reader has seen our post?
• What digital actions
suggest that presumption
to be true?
Thought Starter
Questions
• Clicks
• Impressions
• Plays
• Views
Typical Metrics

18. Section 1.
Project Overview
CaseExample
Awareness
Capitalizing on pop culture’s zombie
craze, the CDC creates a comic book-
like readiness guidecharting what to
do incase of an outbreak. The blog
post introducing the guide went viral,
skyrocketing traffic so high, their
servers crashed.

19. Consideration
Stakeholder findings
•Signalsthat convey that someone interested in the
social post or brand.
Characteristics
•Has she taken a digital action to learn more about the
post or product?
•Has she placed the post in her feed or shared the post
with her network?
•Has she posted a question or opinion about it?
Thought Starter
Questions
•Click-throughs, Views(80%)
•Pins/Repins
•Fans, Favorites, Likes, Shares, Comments, Questions
•Subscribes, Downloads, Embeds
•Bookmarks
•Add to Shopping Cart, time on site
Typical Metrics

20. Section 1.
Project Overview
CaseExample
Consideration
The power of anecdote + metrics
Social media frees SAP sales team to
focus on lower-funnel activities,
improving productivity and close rate.
Social media has changed the point at
which many sales professionals begin to
engage with prospects, because it helps
prospects to “self-qualify” by engaging
with others in SAP communities early in
their decision process.

21. Conversion
Stakeholder findings
• Signals that convey that
someone has purchased
the product (B2C) OR is
willing to be contacted by
a sales representative
(B2B)
Characteristics
• If B2B, has she
downloaded content and
shared contact
information or willingness
to be contacted?
• If B2C, purchase
Thought Starter
Questions
• B2B
• Downloads, Subscribes
• B2C
• CompletedTransactions
Typical Metrics

22. Section 1.
Project Overview
CaseExample
Conversion
Customers scan QR codes to purchase products for same day delivery.
More than 10K consumers visited the Home Plus mall using their
smartphones. New members rose by 76% after the first implementation
and online sales increased by 130%.
Tesco unveils first
interactive digital
grocery in Seoul
subway

23. Customer Experience
Stakeholder findings
• Signals that convey the quality of a
customer’s experience
Characteristics
• What can we learn about the our
customers’ experience via digital
channels?
• How does it vary over time? By
competitor? By product?
• How does it differ from customer sat
scores?
Thought Starter
Questions
• Topic sentiment
• Volume of identified/resolved
requests in social networks
• Blind spots identified and resolved
• Sentiment vs customer satisfaction
or NPS
• Timeliness of response
• Review sentiment/score
Typical Metrics

24. Section 1.
Project Overview
CaseExample
CustomerExperience
ATT’s community resolves service
issues before they become
expensive call center
calls.(Courtesy: Lithium)

25. Loyalty
Stakeholder findings
• Signals that convey that a
customer is a loyal fan of the
brand
• Alternatively, signals that
convey that a customer is a
detractor
Characteristics
• What signals can we detect
that suggest a customer or
prospect is loyal to our brand?
• How do they share, with
whom, and with what
sentiment?
• Do you have to be a customer
to be loyal?
Thought Starter
Questions
• All of the below, with positive
sentiment, over time:
• Shares,Comments, Embeds
• Pins/Repins
• Fans, Favorites, Likes
• Subscribes, Downloads
• LTV
Typical Metrics

26. Section 1.
Project Overview
CaseExample
Loyalty
In this example, IHG and Chase co-
created a Visa card from inception to
marketing with 300 members, over a
12-month period, resulting in 30K
conversation contributions. The
campaign delivered an 80% increase
in accounts over previous
campaigns, and 5K existing
customers who requested an
upgrade.

27. Advocacy
Stakeholder findings
• Signals that that a person
is a strong and public
supporter of your brand
Characteristics
• What signals can we
detect that suggest a
person is a brand advocate
• Do you have to be a
customer to be an
advocate (or detractor)?
Thought Starter
Questions
• Largest sources of positive
sentiment (reach +
reputation)
• Largest source of
customer referrals
• “Social” customer value
Typical Metrics

28. Section 1.
Project Overview
CaseExample
Advocacy
Business
Service. metrics-driven, adaptive culture
Product
Short sales cycle, low(er) consideration
service
Media
Paid, earned, owned
Customer
Mixed B2B/B2C; Highly social consumer and
business customer
Measurement Strategy
Deeply integrated with Facebook; uses URL
tracking to measure business outcomes.
“The transaction is the most sacred part
of the funnel, but we’re optimizing all
parts of the funnel. For example, if you
look at total attendee sharing, 60% of
sharing occurs after the purchase.
One in 100 people who look at an event
page before purchase share it, while 1 in
10 share it after purchase. And a post-
purchase share drives 20% more ticket
sales than a pre-purchase share.”
−Tamara Mendelsohn,VP Marketing

29. A Holistic Strategy
UGC-supported
microsites
Burberry “Acoustic”
artist showcase
Online community
UGC-created media
(videos, ads) Build-Your-Own-
TrenchcoatApp
Engages directly
with consumers &
influencers
‘Runway to Reality’
live steam

30. “Love is when you meet someone
who tells you something new about
yourself.”
− André Breton
30

31. Susan Etlinger
susan@altimetergroup.com
susanetlinger.com
Twitter: setlinger
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources
believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use
of the information. The authors and contributors of the information and data shall have no liability for errors or omissions
contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name,
trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or
contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are
subject to change without notice.

32. 32
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models.
Visit us at http://www.altimetergroup.com or contact
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