"Storytelling to storyselling" How Marketing Through Stories Can Engage & Captivate Audiences Markedu wevbinar presentation by Sarah Goodall from SAP.

1. Storytelling To Storys€lling
Sarah Goodall
April 11, 2011

2. Tent Pegs or Camping Holidays?
© 2011 SAP AG. All rights reserved. Confidential 2

3. Agenda
How To Put Great Stories Together
Background To Storytelling
Components Of Storytelling
Putting Theory To Practice
© 2011 SAP AG. All rights reserved. Confidential 3

4. The What & Why Of Storytelling
 Storytelling is the conveying of
events in words, images and sounds
often by improvisation or
embellishment
 Age old tradition
 Stories can help...
 People cope with change
 Rid fear, uncertainty & doubt
 Make the complex become simple
 Persuade where facts can’t
 Produce mental images
© 2011 SAP AG. All rights reserved. Confidential 4

5. Technology Marketing
© 2011 SAP AG. All rights reserved. Confidential 5

6. Gartner Research:
How To Tell Better Marketing Stories
Stories are
how we
remember;
we tend to
forget lists
and bullet
points
Screenwriting Coach
Robert McKee
© 2011 SAP AG. All rights reserved. Confidential 6

7. How Does This Work?
The Neuroscience Of Marketing
© 2011 SAP AG. All rights reserved. Confidential 7

8. So Why Should Marketers Care?
Word Of Mouth Marketing
Stories provide
shortcuts. We’re
too overwhelmed
by data to discover
all the details
Seth Godin
Author & Marketing Guru
© 2011 SAP AG. All rights reserved. Confidential 8

9. The Impact Of Social Media
Word Of Mouth Marketing...On The Big Screen!
Good Stories ENGAGE
Really Good Stories SPREAD
© 2011 SAP AG. All rights reserved. Confidential 9

10. Why It’s Important To Us
As Professionals
 Networking
 Professional Branding
 Competency Based Interviewing
 Motivaton
 Inspiration
 Leadership
Be Remembered!
© 2011 SAP AG. All rights reserved. Confidential 10

11. Building A Marketing Story
How To Tell Better Marketing Stories (Slideshare)
© 2011 SAP AG. All rights reserved. Confidential 11

12. What’s The Story At SAP?
We Help Organisations...Run Better
© 2011 SAP AG. All rights reserved. Confidential 12

13. But What Does That Actually Mean?
The Story Behind The Poster
1.5bn
subscribers around the world
78
distinct channels
Run Better Means...
providing good content to as many
people as possible
SAP
manage that global content
single version of the truth
global platform for global business
http://www.youtube.com/watch?v=sMzr4OAIx-I
© 2011 SAP AG. All rights reserved. Confidential 13

14. Where Do We Start?
Positioning Is Key
Customer Solution
Need Strength
Competitive
Weakness
Target Position
© 2011 SAP AG. All rights reserved. Confidential 14

15. Putting That Into Practice
Positioning Is Key
Each messaging framework has
a customer example and 3rd
party supporting data relating to
their business
© 2011 SAP AG. All rights reserved. Confidential 15

16. Build A Holistic Story Board
© 2011 SAP AG. All rights reserved. Confidential 16

17. So How Can You Move To Storys€lling?
POSITIONING MESSAGES STORYBOARDS SYNDICATION ADOPTION FEEDBACK
Use customer Map unique Use the same Make sure all Help sales, Bring audience
needs to frame claims and positioning and assets in all presales and feedback all
our solution capabilities to messaging as channels are consulting the way back
strengths and the SAP brand the building “on-message” adopt our to positioning
differentiators promise blocks of our content
stories
© 2011 SAP AG. All rights reserved. Confidential 17

18. How Do You Scale?
Make It Part Of The Culture
© 2011 SAP AG. All rights reserved. Confidential 18

19. Summary Tips
How To Build Marketing Stories
Start With The End
Capture Their Attention
Make Customers The
Actors In The Story
e.g. People In Your Position,
Research Tells Us
Build Credibility
Quantify Your Value
Move Them Along
A Good Call To Action
Build A Library
© 2011 SAP AG. All rights reserved. Confidential 19

20. Thank You!
Twitter: @tribalimpact
Blog: www.sarahgoodall.com
LinkedIn: www.linkedin.com/in/sarahgoodall