Storytelling To Storys€lling Sarah Goodall Head of Social Media, EMEA
May 12, 2015
Storytelling To Storys€llingSarah GoodallHead of Social Media, EMEA
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Tent Pegs or Camping Holidays?
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Agenda
How To Put Great Stories Together
Background To Storytelling
Components Of Storytelling
Putting Theory To Practice
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The What & Why Of Storytelling
Storytelling is the conveying of
events in words, images and sounds
often by improvisation or
embellishment
Age old tradition
Stories can help... People cope with change
Rid fear, uncertainty & doubt
Make the complex become simple
Persuade where facts can’t
Produce mental images
Relate Recall Refer
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Technology Marketing
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Gartner Research:How To Tell Better Marketing Stories
Feature
Benefit
Feature
Benefit
Stories are how we remember; we tend to forget lists and bullet pointsScreenwriting Coach Robert McKee
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How Does This Work?The Neuroscience Of Marketing
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So Why Should Marketers Care?Word Of Mouth Marketing
Stories provide
shortcuts. We’re
too overwhelmed
by data to discover
all the details
Seth Godin
Author & Marketing Guru
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The Impact Of Social MediaWord Of Mouth Marketing...On The Big Screen!
Good Stories ENGAGEReally Good Stories SPREAD
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Why It’s Important To UsAs Professionals
Networking
Professional Branding
Competency Based Interviewing
Motivaton
Inspiration
Leadership
Be Remembered!
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Building A Marketing StoryHow To Tell Better Marketing Stories (Slideshare)
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What’s The Story At SAP?We Help Organisations...Run Better
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But What Does That Actually Mean?The Story Behind The Poster
1.5bn subscribers around the world
78distinct channels
Run Better Means...providing good content to as many people as possible
SAPmanage that global contentsingle version of the truthglobal platform for global business
http://www.youtube.com/watch?v=sMzr4OAIx-I
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Where Do We Start?Positioning Is Key
CustomerNeed
CompetitiveWeakness
SolutionStrength
Target Position
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Putting That Into PracticePositioning Is Key
Each messaging framework has a customer example and 3rd
party supporting data relating to their business
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Build A Holistic Story Board
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So How Can You Move To Storys€lling?
POSITIONING MESSAGES SYNDICATIONSTORYBOARDS ADOPTION
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
FEEDBACK
Bring audience feedback all the way back to positioning
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How Do You Scale?Make It Part Of The Culture
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Summary TipsHow To Build Marketing Stories
Start With The EndCapture Their Attention
Make Customers The Actors In The Storye.g. People In Your Position, Research Tells Us
Build Credibility Quantify Your Value
Move Them AlongA Good Call To Action
Build A Library
Thank You!
Twitter: @tribalimpactBlog: www.sarahgoodall.com LinkedIn: www.linkedin.com/in/sarahgoodall