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Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP
From cave paintings to Pinterest:
The history and significance
of visual communication
2 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Great story tellers 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.
9 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Print: Gutenberg Bible 1450
10 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Film: The Great Train Robbery 1903
11 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
TV Advertising: The first TV ad 1941
12 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Political Ads: 1964
13 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Advertising Comes of Age: 1984
14 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The Internet: Mosaic browser 1993
15 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The first online banner ad 1994
16 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Pinterest 2010
17 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Today, visual experiences, are revolutionizing businesses and monopolizing our attention. In addition, the access, possibilities and worldwide reach are unprecedented. This is the visual age.
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 18
2,802,478,934 people online
Source: http://www.internetworldstats.com/stats.htm
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 19
Over 750,000,000 websites
Source: http://www.businessinsider.com/how-many-web-sites-are-are-there-2012-3
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20
8,000,000,000,000 text messages are sent every year (that’s 8 TRILLION!)
(2.5 trillion in the U.S. alone)
Context: 8 trillion seconds ago Neanderthals walked the earth.
Source: http://www.bloomberg.com/video/how-many-text-messages-are-sent-each-year-RDvLwi1WRgii6HMmiVk_Fw.html
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21
The Visual Web is experiencing explosive growth
Outside Voices:
The Visual Web Is Changing Everything in
Media and Advertising*
Sources:
* http://blogs.wsj.com/cmo/2014/06/24/outside-voices-the-visual-web-is-changing-everything-in-media-and-advertising/
300 million Instagrammers
22% of entire adult
population use
Customer Storytelling: Elevating the Voice of the Customer in a B to B World 22
Source: http://www.quicksprout.com/2014/08/01/how-to-increase-instagram-engagement-by-182/
Image vs. Text:
Instagram growth
outpaces Twitter
23 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But why?…
SIMPLE
The reason is
25 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Source:
Siegel Gale #SimplicityPays: Global Brand Simplicity Index 2014, https://www.youtube.com/watch?v=N6nvzlvTDDo
The world around us has become
exceedingly crowded and complex.
And it hurts business.
$237B in profits are wasted
annually due to complexity
(in just the top 200
companies)* Source:
* ”Complexity Kills (So Kill Complexity)”, Jonathan Becher, Chief Marketing Officer at SAP https://www.linkedin.com/pulse/article/20141027033105-24136-complexity-kills-so-kill-complexity
* *Three Ways that Simplicity Pays”, Jonathan Becher, Chief Marketing Officer at SAP https://www.linkedin.com/pulse/article/20140707044618-24136-three-ways-that-simplicity-pays
75% of consumers are more
likely to recommend a
brand if it offers a simpler
experience**
Simpler experiences pay
dividends. And visual
storytelling is a key widget in
our toolbox.
Infographics can help turn
uninteresting and complicated
concepts into impactful and
shareable content.
Stories at a glance
Simplifying the data
Mundane to impactful
39 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
23 brands from toothpaste to potato chips
40 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Better user experiences
42 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
43 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
44 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
45 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
So what’s your story?
How do you
#RunSimple
48 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
Appendix
And in the process enabling
them to do amazing things.
51 Customer Storytelling: Elevating the Voice of the Customer in a B to B World
4 take-aways to help prepare
you for your journey towards
simple…
Simple isn’t easy
1
Find your true essence Peel the onion back and look at the things
that are truly driving your business.
2
Eradicate complexity Find the complexity that exists, kill it. And most
importantly, don’t fall into the same trap that got you
into this mess. Keep complexity at bay.
3
Get back to basics 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 phone.
4