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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.

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

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

19 Customer Storytelling: Elevating the Voice of the Customer in a B to B World

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/

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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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32 Customer Storytelling: Elevating the Voice of the Customer in a B to B World

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

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And now technology is changing the game on how we tell our stories that will connect with our customer

41 Customer Storytelling: Elevating the Voice of the Customer in a B to B World

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