Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (7)
Similar to The Science of Storytelling: How Customer Storytelling Can Transform Your Company
Similar to The Science of Storytelling: How Customer Storytelling Can Transform Your Company (20)
Recently uploaded
Recently uploaded (20)
The Science of Storytelling: How Customer Storytelling Can Transform Your Company
- 1. We will be starting at 11:02 am PT. Use the Chat Pane in GoToTraining to Ask Questions! THE SCIENCE OF STORYTELLING Webinar video and presentation deck will be available later today
- 2. StoryBox Kickoff Webinar Part 2: 10.30.14 @ 11am PT What do you want to hear about? BEFORE WE BEGIN
- 3. Jake Cerf Product Marketing Manager @ StoryBox @jakecerf Justin M. Nassiri Founder & Chief Storyteller @ StoryBox @jnassiri1 Introductions Your guides for today’s conversation
- 4. Today’s Goal • To leran how you can use customre storytelling to better engage your community drive sales, and increase referrals Image: Something similar to Hubspot’s TODAY’S GOAL: To learn how to use customer storytelling to engage your community, drive sales, and increase referrals
- 5. AGENDA 1 The power of storytelling 2 What is customer storytelling? 3 Elements of successful storytelling 4 Next steps
- 6. 1 THE POWER OF STORYTELLING
- 7. We are all storytellers by nature
- 8. Our earliest times are preserved in story
- 9. Storytelling has played a critical role throughout history
- 10. Storytelling evolved along with the humanity
- 11. Stories have the potential to unite and transform the world
- 12. Today a single tweet can affect continents
- 13. Stories are: 1. Inherently accessible 2. Profoundly retained 3. More likely to be shared Stories resonate with us on a deeply emotional level
- 14. 63% of people remember stories Only 5% remember statistics * Source: How to Make Ideas Stick, Dan & Chip Heath
- 15. If you want a prospect, give a sales pitch.
- 16. If you want a relationship, share a story.
- 17. 2 WHAT IS CUSTOMER STORYTELLING ?
- 18. stôrē/teliNG/ A company’s practice of empowering its community to share their unique experience with the world
- 19. Customer stories are more powerful than any ad Quantity Trust Access Sharability
- 20. 3 ELEMENTS OF SUCCESSFUL STORYTELLING
- 21. A WAY TO SHARE1 WHAT THEY WANT TO SHARE2 A REASON TO SHARE3 A PLACE TO SHARE4 STORY COACHING5 STORY BUILDING BLOCKS: SPOTLIGHTING CUSTOMERS6
- 22. GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.1
- 23. 81% 50% 25% 10% Willingness to Participate • People differ in how they would like to share their story • People are affected differently by viewing different types of content To maximize impact and participation, provide multiple ways to participate Source: StoryBox client data
- 24. Impact on KPIs Coming soon: Part 2 10.30.13 Source: StoryBox client data Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty -- Theodore Roosevelt
- 25. DISCOVER WHAT TYPE OF STORY THEY’D LIKE TO TELL.2
- 26. Contests Advice & Opinions Testimonials & Reviews Storytelling 4 Customer Stories Types
- 27. • What stories are they telling their friends? • What stories are they sharing with you? • Test on social • Consider the tangential The story you want may not be the story your community wants to tell
- 28. GIVE THEM A REASON TO SHARE.3
- 29. GIVE THEM A REASON TO SHARE.3
- 30. Would you share your opinion for free? “Free” might be enough for your company Source: StoryBox client data If it is: • Automated post-purchase emails • Confirmation page • Display on homepage • Weekly social posts • Start with contest % Willing to share for free Star Rating 67% Written Review 27% Photo 22% Video 8%
- 31. There’s not enough money in the world to cause me to share in this way. Source: StoryBox client data “Couldn’t pay me enough” Star Rating 4% Written Review 4% Photo 11% Video 17% The more personal exposure required, the higher the aversion • Some people will avoid certain mediums regardless of the incentive required • You don’t know which customers are open to which medium – best to include all
- 32. Quick Poll!
- 33. What’s the minimum incentive it would take to get you to share? Most people are willing to participate if the price is right Source: StoryBox client data • People’s time are valuable – most expect to be compensated in some way • On average, men require 17% more money to share their opinion Avg. incentive required Star Rating $22.78 Written Review $49.85 Photo $60.85 Video $126.13
- 34. People are influenced in different ways
- 35. How likely would you be to share your opinion in exchange for each of the following Incentives vary by community, but some trends exist Source: StoryBox client data • Free products, product discounts, and sweepstakes are consistent motivators Free Product ($25) 15% Discount Sweep- stakes ($5,000) Star Rating 61% 50% 44% Written Review 64% 48% 42% Photo 58% 40% 38% Video 53% 28% 40%
- 36. What’s the minimum incentive it would take to get you to share? Source: StoryBox client data • TV incentive attracts more photo and video participants • Know what motivates each part of your community Incentives 4 Free Shipping 5 T-Shirt 6 Featured on .com 7 Featured on TV Be creative – there are many ways to reward you fans
- 37. Tip #1: Seed content for social proof & examples
- 38. Tip #2: Reduce procrastination with limited time offers and early bird specials
- 39. Tip #3: Stories spark more stories
- 40. HELP THEM CRAFT & TELL HIGH QUALITY STORIES.4
- 41. • Example content • Timely feedback on submissions • Brief explanations in all solicitation locations • Tutorial video Provide simple guidelines:
- 42. PROVIDING A PLACE FOR THEM TO SHARE THEIR STORY.5
- 43. Personal Email It’s all about how you ask for content Source: StoryBox client data 42% 29% 30% Less Likely Neutral More Likely Newsletter • Dedicated, personalized emails are most effective • 3 email cadence • Newsletters dependent on placement and competing CTAs 12% 11% 77% Less Likely Neutral More Likely
- 44. Additional ways to invite: • Product packaging • Website Homepage • Facebook post • Tweets • Ads Multiple parts working in unison will maximize participation
- 45. MAKE YOUR CUSTOMERS FEEL LIKE ROCKSTARS6
- 46. If your opinion were featured in an ad, would you be more or likely to participate? We all want our 10 seconds of fame Source: StoryBox client data • 74% of people would be more likely to share or unaffected • You have everything to gain and little to lose by featuring your customers frequently 26% 32% 42% Less Likely Neutral More Likely
- 47. If a friend shared an opinion about a product or service, would you be more or less likely to share your own? Stories lead to more stories Source: StoryBox client data • 92% of people would be more likely to share or unaffected • Social proof can be a powerful – and free – tool of influence 8% 55% 37% Less Likely Neutral More Likely
- 48. People remember stories more than anything else1 Customers share their stories in different ways 2 Reward your community for sharing their story today 3 Provide examples and guidelines to receive quality stories 4 KEY TAKEAWAYS:
- 49. GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.QUESTIONS?
- 50. We are all storytellers by nature
- 51. • Seed content • Timely feedback on submissions • Brief explanations in all solicitation locations • Tutorial video Other tips to consider: