Storytelling to storys€lling
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All our life we've been told stories: as children in school, through books, movies, even in television and radio commercials. As humans we are hardwired for stories – we're conditioned to respond to them. So, as professional marketers, how can we build stories into our messaging to engage a commercial result? How can we develop a story-based culture? What kind of stories work best? In this session you will learn: - Why storytelling is a useful business tool - The impact social media brings to storytelling - How to build memorable storylines - Some storytelling examples
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Storytelling to storys€lling
- 1. Storytelling To Storys€lling Sarah GoodallHead of Social Media, EMEA
- 2. Tent Pegs or Camping Holidays?
- 3. Agenda How To Put Great Stories Together Background To Storytelling Components Of Storytelling Putting Theory To Practice
- 7. People cope with change
- 8. Rid fear, uncertainty & doubt
- 9. Make the complex become simple
- 10. Persuade where facts can’t
- 11. Produce mental imagesRecall Relate Refer
- 13. 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 Feature Benefit Feature Benefit
- 14. How Does This Work?The Neuroscience Of Marketing
- 15. So Why Should Marketers Care?Word Of Mouth Marketing Stories provide shortcuts. We’re too overwhelmed by data to discover all the details Seth GodinAuthor & Marketing Guru
- 16. The Impact Of Social MediaWord Of Mouth Marketing...On The Big Screen! Good Stories ENGAGE Really Good Stories SPREAD
- 20. Motivaton
- 21. Inspiration
- 23. Building A Marketing StoryHow To Tell Better Marketing Stories (Slideshare)
- 24. What’s The Story At SAP?We Help Organisations...Run Better
- 25. 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
- 26. Where Do We Start?Positioning Is Key Customer Need SolutionStrength Competitive Weakness Target Position
- 27. Putting That Into PracticePositioning Is Key Each messaging framework has a customer example and 3rd party supporting data relating to their business
- 28. Build A Holistic Story Board
- 29. So How Can You Move To Storys€lling? POSITIONING MESSAGES SYNDICATION STORYBOARDS ADOPTION FEEDBACK Use customer needs to frame our solution strengths and differentiators Map unique claims and capabilities to the SAP brand promise Make sure all assets in all channels are “on-message” Use the same positioning and messaging as the building blocks of our stories Help sales, presales and consulting adopt our content Bring audience feedback all the way back to positioning
- 30. How Do You Scale?Make It Part Of The Culture
- 31. Summary TipsHow 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
- 32. Thank You! Twitter: @tribalimpact Blog: www.sarahgoodall.com LinkedIn: www.linkedin.com/in/sarahgoodall
Editor's Notes
- Challenge for us is building a culture of storytellingWhere people
- People buy what they wantNot necessarily what they needThey demand stories from marketers to help convincethemselves to buy what they already decided they want
- The ultimate “Word Of Mouth” marketing. Good stories engage. Really good stories spread. And in today's social-media environment, where it's easier than ever to share content, it's important that marketers become skilled in the art of the story. The better the story the more people that will engage with the subject and the better your social media efforts will be. Social media people must be excellent story tellers that can engage and get an audience participate in the story so that it becomes theirs. The more stories you tell, the more you will engage your readers. And if they like your stories, they will want to share them. Like I said, that’s the nature of stories. They call out to be shared. Think multimedia – podcasts, videos, slideshows, photos.
- In the new world of work, your reputation is the only accepted currency.