Storytelling to storys€lling

Storytelling To Storys€llingSarah GoodallHead of Social Media, EMEA

© 2011 SAP AG. All rights reserved. 2Confidential

Tent Pegs or Camping Holidays?


Agenda

How To Put Great Stories Together

Background To Storytelling

Components Of Storytelling

Putting Theory To Practice


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


Technology Marketing


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


How Does This Work?The Neuroscience Of Marketing


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


The Impact Of Social MediaWord Of Mouth Marketing...On The Big Screen!

Good Stories ENGAGEReally Good Stories SPREAD


Why It’s Important To UsAs Professionals

Networking

Professional Branding

Competency Based Interviewing

Motivaton

Inspiration

Leadership

Be Remembered!


Building A Marketing StoryHow To Tell Better Marketing Stories (Slideshare)


What’s The Story At SAP?We Help Organisations...Run Better


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

http://www.youtube.com/watch?v=sMzr4OAIx-I


Where Do We Start?Positioning Is Key

CustomerNeed

CompetitiveWeakness

SolutionStrength

Target Position


Putting That Into PracticePositioning Is Key

Each messaging framework has a customer example and 3rd

party supporting data relating to their business


Build A Holistic Story Board


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


How Do You Scale?Make It Part Of The Culture


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

http://www.sarahgoodall.com/

http://www.linkedin.com/in/sarahgoodall

Storytelling to storys€lling

Business

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