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.

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Print: Gutenberg Bible 1450

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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

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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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Pinterest 2010

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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

Pinterest

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

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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

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Better user experiences

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So what’s your story?

How do you

#RunSimple

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Thank you Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP

Appendix

And in the process enabling

them to do amazing things.

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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