the science of storytelling 2
TRANSCRIPT
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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
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?