julie roehm on storytelling: it's history, impact, and the importance for brand and marketers...
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Julie Roehm presentation on storytelling. As Chief Storyteller at enterprise software giant SAP, Julie Roehm is tasked with improving the way SAP communicates with customers, prospects, and users. Marketers, business strategies, and advertising executives take note - the age of the storyteller has begun.TRANSCRIPT
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Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP
Customer Storytelling: Elevating the Voice of the Customer in a B2B World
2 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Great stories inspire people to create nations, develop new markets, and change the world
3 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Without them, ideas die, businesses fail
4 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Today, in our highly digital and socially connected world, brands around the globe are harnessing the power of storytelling to build audiences and move markets.
5 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But the genesis of today’s technology is based on human storytelling that is as old as time itself…
6 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Earliest story: Lascaux cave paintings 17,300 years ago
7 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Literature: Epic of Gilgamesh 2000 B.C.
8 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Oration: Homer’s Illiad 1,260 B.C.
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Print: Gutenberg Bible 1450
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Film: The Great Train Robbery 1903
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Radio: FDR Fireside Chat 1933
12 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Radio: War of the Worlds 1938
13 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
TV Advertising: The first TV ad 1941
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Political Ads: 1964
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Advertising Comes of Age: 1984
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The Internet: Mosaic browser 1993
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The first online banner ad 1994
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Through the ages, technology and media, whether stone or the sound of our voice or pixels on a screen, has dramatically influenced the way we communicate and tell stories
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Today, with digital media and emerging technologies, the
challenges, and the opportunities, are boundless
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20
2,513,041,361 people online
Source: http://www.worldometers.info/
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21
643,000,000 websites
Source: http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 22
144,000,000,000 emails per day (more than 65% is spam)
Source: http://mashable.com/2012/11/27/email-stats-infographic/
23 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But…
To break through the clutter, meaningful, one to one conversations with our customer is now more important than ever
Mobile and social media technologies now offer opportunities to connect with our audience in a much more intimate setting…
An opportunity to get our product or service out of the way of telling incredible stories…
26 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Like consumer products, businesses are becoming more resourceful and artful in their ability to harness the art of storytelling…
through innovative use of technology and narrative.
At SAP, we are putting the Voice of Our Customer in context. Demonstrating the real value of SAP and how we help make our customers Run Better…
And in the process enable them to do amazing things.
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B2B Making
B2B2C Making
This has changed our customers expectations in how their software delivers information
Facebook 2005
Facebook Today
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38 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
39 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
A great story is a great story, no matter how you tell it.
On paper or in pixels, with the sound of our voice or via your iPhone
40 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
And now technology is changing the game on how we tell our stories that will connect with our customer
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42 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Are you scared…
Or are you exhilarated?
What’s your story?
goo.gl/T67Nrh
45 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Thank you Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP