For internal use only / © Siemens AG 2011. All rights reserved. „storytelling“ Jens Scharnagl,...

For internal use only / © Siemens AG 2011. All rights reserved.

„storytelling“Jens Scharnagl, H CC 11, Erlangen, March 2011

ancient wisdom in a new media world


Why „storytelling“?Why today?What makes a story?What else do you need to know?


Why „storytelling“Why today?What makes a story?What else do you need to know?

March 2011For internal use only / © Siemens AG 2011. All rights reserved.

Healthcare Communications

The history of stories




Storytelling in psychotherapy




Why is storytelling such a hot topic? In businessStorytelling in management




Why is storytelling such a hot topic? In marketingStorytelling in marketing



How can we best define storytelling?A brief definition:

Storytelling means employing stories in a conscious, targeted and skilful manner.



"...Neuroscientists say loud and clear that our brain perceives and stores all incoming information as stories."http://www.customer-portraiting.de/storytelling?gclid=CLSupbet16UCFcMq3wodAXAbdw



Storytelling: Content can be leveraged across all kinds of media


Why „storytelling“

We are used to tell and listen to stories

Stories are much easier to understand, to remember and pass on than facts and figures (“Eselsbrücken”)

Stories can be told in various media

Stories are accepted. They are credible. (advertising is not!)



“Markets are conversations.”



Source: Morgan Stanley

More people use social networks and spend more time there than with email



Broadcast

Centralized control /broad message deployment

Narrowcast

Centralized control /specific message deployment

Fluidity

Decentralized /dynamic message deployment

E.g. ‘Traditional’ advertising E.g. ‘Online’ advertising (today) E.g. ‘Social’ advertising

Communications in a social media environment means loss of control, but gain of relevance



/answers’ multi-channel approach

Sponsored Media

Earned Media

Owned Media

Content Pipe

siemens.co

m

mobile.siem

ens.com

face

boo

k

youtube

twitter

iPad

iPhone



Organization

A new calculation:500 may be more than 5 million …

From

broadcasting to 5,000,000 andpossibly reaching 500

to

personally reaching 500who influence 5,000 who influence 50,000 who influence 5,000,000…

Value Equation:

500 people who want to hear your message are more valuable than 5 million who don’t.



“Conversations among human beings sound human. Their members

communicate in language that is natural, open, honest, direct, funny and often

shocking. Whether explaining or complaining, joking or serious, the human

voice is unmistakably genuine. It can't be faked.”


Why today?

Information overload, products are interchangeable

Loss of media control

Social media based on shared human stories

Films may serve best as source for other channels: start with it!



“You may have the insight of a Buddha, but if you cannot

tell a story, your ideas turn dry as chalk.”

Robert McKee“Storytelling That Moves People”

June 2003



An example: „Win an MRI“ – Documentary

canal+



The 4 elements of storytelling

Klaus Fog et al“Storytelling “

Branding in Practice



First: The message

Without message, there is no reason to tell stories – at least not with a strategic purpose.

Develop a clearly defined message It will work as the central theme throughout the story The story itself becomes proof for the premise

Stick to one message! Make sur the message is easy to understand

(„the moral of the story“)



What do the old-time fairy tales

and Hollywoods action packed blockbusters

have in common?

„a successful conflict (at least) needs a hero and a villain with opposing agendas“



Second: The conflict

„Paradise on a sunday afternoon sounds great, but is boring on film“. Nils Malmros in

“Storytelling “Branding in Practice

The conflict is the driving force of a good story. No conflict – no story!

In storytelling a conflict is NOT negative!

Then stronger the conflict – then more dramatic the story. (But be careful: you are not doing a „thriller“.)

We all look for balance and harmony. A conflict forces us to act. We become active (in mind). We listen.



Third: The characters

Each character has a specific role (don´t mix the roles)

Introduce the hero first.

(He/she pursues the goal)

You need supporters!

And an adversary.

Klaus Fog et al“Storytelling “

Branding in Practice



Fourth: The plot

opening conflict climax end

How does the story begin?

How is the conflict introduced?

What is the climax of the story?

How does the story end?

How can I improve the dynamic of the story?


What makes a story?

Define a clear, simple message

Create a conflict

Introduce the characters

Develop a storyline

Be short, simple, emotional



Branding is the goal ‒ storytelling is the means.

We use stories to communicate messages that reflect positively on the company brand.

Branding

Story-Telling

TargetGroup



The siemens values:

responsible, excellent, innovative the siemens story:

the technology pioneer that helps people change their world for the better



Brand Values

Values itselve are little more

than empty words.

They speak only for reason.

Core Story

A story puts those values

into perspective and

into human context.

Those values then make sense

and speak to both reason and

emotion.



“Companies will only sound human when they empower real human beings to speak

on their behalf.” The Cluetrain Manifesto



Options for telling a story:

feature

portrait

documentary

report

interview



But:No conversation without something relevant to say.

Know your audience!



The Siemens look – for the Siemens stories:



A design update that affords increased focus on the story



FDA and HWG*

*German law regulating the promotion of medical equipment



An example: „Win an MRI“ – Documentary


Healthcare CommunicationsPage 43

Some legal and regulatory aspects in the communication to the public

Be careful with patient statements in product-related clips

Avoid having patients talk about products/product benefits specifically

Avoid product comparisons done by patients

Avoid recommendations from patient to patient

Be at the set when making the movie – try to give guidance

Check with legal prior to broadcast (follow the approval process)

Make sure you have approval from all actors!


Healthcare CommunicationsPage 44

and never forget:

Not every communication task can be solved with storytelling.


What else do you need to know?

Know your „product“

Know your audience – and their interests: be relevant

Find the „best ambassadors“

Be aware of legal restrictions

Consider to start with a movie


Wanna know more?



The Communication Excellence Program

CEP Orientation Week for Communicators (CC GD)

CEP basic training ‒ Storytelling / Writing and editing news / Presswork(CC GD / CC E&LC / CC MR)

CEP Communications Strategy (CC IM / CC GD)

CEP Management Courses (CC)(on demand)

CEPTarget GroupCustomers

(CC MC)

CEPTarget GroupEmployees & Leaders

(CC E&LC)

CEPTarget Group

Media

(CC MR)

([email protected])

NEW!


„storytelling“Jens Scharnagl, H CC 11, Erlangen, March 2011

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For internal use only / © Siemens AG 2011. All rights reserved. „storytelling“ Jens Scharnagl,...

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