the science of storytelling 2

We will be starting at 11:02 am PT.

Use the Chat Pane in GoToTraining to Ask Questions!

Or #StoryTalk on Twitter

THE SCIENCE OF

STORYTELLING 2

Webinar video and

presentation deck will be

available later today

Webinar 11.3.14: The Relationship Era:

Creating Authentic Customer

Relationships in a Clutter World

Bob Garfield

Co-host: NPR’s On the Media

Author – Can’t Buy Me Like

What do you want to hear about?

BEFORE WE BEGIN

Jake Cerf

Product Marketing Manager @ StoryBox

@jakecerf

Justin M. Nassiri

Founder & Chief Storyteller @ StoryBox

@jnassiri1

IntroductionsYour guides for today’s conversation

TODAY’S GOAL:To learn how to use customer

storytelling to engage your

community, drive sales, and

increase referrals

AGENDA

1 Recap of Part 1

2 Setting goals + benchmarks

3 Knowing what stories work

4 How, where & when to use these stories

5 Questions & Next steps

1 RECAP OF PART 1

Stories are:

1. Inherently accessible

2. Profoundly retained

3. More likely to be shared

Stories resonate with

us on a deeply

emotional level

stôrē/teliNG/

A company’s practice of empowering

its community to share their unique experience with the world

People remember stories more than anything else1

Customers share their stories in different ways2

Reward your community for sharing their story today3

Provide examples and guidelines to receive quality stories

4

PART 1 KEY TAKEAWAYS:

2 SETTING GOALS + BENCHMARKS

“Ready, FIRE, aim mentality”

When it comes

to KPIs… you tell me?

Every battle is won

before it is ever fought.

-- Sun Tzu, The Art of War

“

Why are goals essential for customer

storytelling?

#1: Frame the

story for your

boss & the world

#2:

Make sure your

tracking is in place from day 1

#3:

Make sure you’ve got

enough gas to reach your goals

What to measure?

1. Referral Traffic

2. Increased Time on Site

3. Interactions

4. CTRs

Engagement Metrics

1. Creating content

2. Shares

3. Votes

Participation

Participation by content creation is the most

common KPI…but it shouldn’t be

1. 1% of a community is

content creators; 99% are

content consumers

2. Participation is 100% based

on traffic and incentives

3. Overlooks the value of

using content broadly to

drive community

interactions & sales

For more insight on

participation, refer to The

Science of Storytelling 1

Participation is one

component of many

1. Sales

2. Email CTR

3. Ad CTR

4. Social Media Mentions

Sharing & Virality

Metrics

1. Brand Affinity

2. Share of Voice

3. Brand Perception

4. Customer Loyalty

Great benefits, but require

advanced tracking & surveys

The “soft metrics”

Consumer insights may prove more compelling

than the data itself

Example data from anonymous client

Source: StoryBox client data

86%

88%

90%

92%

94%

96%

98%

100%

Submissions Votes

YouTube

Twitter

Instagram

Video

Photo

• Videos (submitted &

YouTube) received a

disproportionate amount

of votes

• Instagram content

received less votes than

expected

Content by Source

Look for consumer

insights for future

campaigns

Example data from anonymous client

Source: StoryBox client data

• Indoor imagery most

predominant content

• Imagery guidance to

appeal to target

demographics

Look for consumer

insights for other

marketing programs

54%

15%

31%Indoors

N/A

Outdoors

Content Subject by Location

Image Content

Woman 51%

Man 10%

Child 9%

Woman & Child 5%

Couple 4%

Dog 4%

Remember: Establishing a dialogue and program

requires iteration and refinement

3 KNOWING WHAT STORIES WORK

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

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

Remember the ALC Ice Bucket Challenge?

Brr… this water is so cold. #IceBucketChallenge!!!

WOW! F-ing FREEZING! #IceBucketChallenge.

@BillNye, @BarryO – don’t leave me hanging fellas. Just iced

myself (not Smirnof) and this is cold! #IceBucketChallenge

3-2-1 Dunk! Woohoooo! That’ll get you up in the morning.

This #IceBucketChallenge is no joke. @RandyQ @JillianDay

you two are up next

If the Ice Bucket Challenge were textinstead of video…

Hover over:

4.5X longer than photos

2.2X longer than text

View time:

60% longer than photos

41% longer than text

Video leads in customer

engagement

Video is:

37% higher than

photos

223% higher

than text

Photos are 134%

higher than text

Visual content

elicits the most

clicks

1.8M Equivalent words for 1 minute of video

90% Amount of information transmitted to brain visually

3X Increase in traffic for posts with video vs. text

100%Increase in time on site for retailers with video

40% People who respond better to visual content than

text

90% Online shoppers who find video helpful in making

buying decisions

64% How much more likely a customer is to buy a

product with an online video

http://www.videobrewery.com/blog/18-video-marketing-statistics

http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx

A few tactical recommendations for making the

most of visual content

Be Topical

Oreos 100-day campaign:

100 stories of of creativity,

humor, and cultural

awareness

• Gained 1 million

Facebook fans

• 195% increase in fan

interactions

Be Topical

Enable custom creations

AT&T You’ve got a Case:

Fans send customizable

videos to their friends

• 12 million impressions

($1.5 M)

• 56% participation 13-25

year olds

Help customers create

custom creations

Promote giveaways and freebies

Heineken Squad Numbers:

Soccer jersey included in

every crate of beer. Fans

submit photos wearing their

shirt for a chance to win

all0inclusive trip to Europe

Cup.

• 30% growth in crate sales

• 120k Facebook Fans

gained

Promote Giveaways &

Freebies

Use a # with every campaign

Lancome #BareSelfie:

Encouraged fan selfies sans

makeup to celebrate their new

DreamTone

• 500 photos submitted

• Generated 50% of sales

for DreamTone

• 4% conversion rate for

DreamTone

Use a # with every

campaign

Challenge users in new ways

Heineken Crack the US Open:

A “Where’s Waldo” style app where users

search for one individual amongst fans

seated at the event

• 1,500 participants in 3-days

• 20% increase in Instagram followers

Challenge Users in New Ways

Take followers behind the scenes

Airbus A350 Launch: Creating

buzz of their maiden flight with

real time photos, videos, and

Vines

• 10M Impressions

• 4,000 new followers in one

day

• #1 trending topic

Take followers behind

the scenes

Airbus A350 Launch: Creating

buzz of their maiden flight with

real time photos, videos, and

Vines

• 10M Impressions

• 4,000 new followers in one

day

• #1 trending topic

Use a # with every

campaign

Want more?

How Images Make Content More Shareable

StoryBox White Paper & Infographic

11.6.14

4 WHERE, WHEN, AND HOW TO USE THESE STORIES

Quick Poll!

Participation over time

• Majority occurs from 9:00-

5:00pm PST

• Includes created content

only (not aggregated

stories)

Most participation

occurs during the

workday

Source: StoryBox client data

0

200

400

600

800

1000

1200

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Submissions by Time of Day57%

Participation over time

• 68% of participation

occurs Mon - Thurs

• Peak participation time is

2:00pm PST on Tuesday

Most participation

occurs early in work

week

Source: StoryBox client data

-

100

200

300

400

500

600

700

800

900

Mon Tue Wed Thu Fri Sat Sun

Submissions by Day of Week

68%

Participation over time

• Mobile participation peaks on Saturdays (50% vs 20%)

• Desktop still leads participation (but shrinking quickly)

Source: StoryBox client data

-

200

400

600

800

1,000

Mon Tue Wed Thu Fri Sat Sun

Mobile

Uploads

Recorded

Participation by Device Type over Time

Use your customer stories’ everywhere

Website: homepage, product

page, community page, about us

page

Social: give shout-outs to

participants (and also drive more

stories)

Email: Dedicated emails &

newsletters. Tailor to demographic

information

Use your customer stories’ everywhere

Digital Ads: Static or interactive

ads featuring customer stories

TV: Standalone stories, edit

promos, or pre-screen

Billboards: Digital or static

banners

Don’t start your campaign until your goals and KPIs are in place

1

Some of your most important takeaways will be the consumer insights behind the data

2

Although it’s harder to get, visual content is more powerful than other types of content

3

Use your stories far and wide to connect with potential customers

4

1 KEY TAKEAWAYS:

GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.QUESTIONS?