1. 1. Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP From cave paintings to Pinterest: The history and significance of visual communication
2. 2. 2Customer 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. 3. 3Customer Storytelling: Elevating the Voice of the Customer in a B to B World Without them, ideas die, businesses fail.
4. 4. 4Customer 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. 5. 5Customer Storytelling: Elevating the Voice of the Customer in a B to B World But the genesis of todays technology is based on human storytelling that is as old as time itself
6. 6. 6Customer Storytelling: Elevating the Voice of the Customer in a B to B World Earliest story: Lascaux cave paintings 17,300years ago
7. 7. 7Customer Storytelling: Elevating the Voice of the Customer in a B to B World Literature: Epic of Gilgamesh 2000 B.C.
8. 8. 8Customer Storytelling: Elevating the Voice of the Customer in a B to B World Oration: Homers Illiad 1,260 B.C.
9. 9. 9Customer Storytelling: Elevating the Voice of the Customer in a B to B World Print: Gutenberg Bible 1450
10. 10. 10Customer Storytelling: Elevating the Voice of the Customer in a B to B World Film: The Great Train Robbery 1903
11. 11. 11Customer Storytelling: Elevating the Voice of the Customer in a B to B World TV Advertising: The first TV ad 1941
12. 12. 12Customer Storytelling: Elevating the Voice of the Customer in a B to B World Political Ads: 1964
13. 13. 13Customer Storytelling: Elevating the Voice of the Customer in a B to B World Advertising Comes of Age: 1984
14. 14. 14Customer Storytelling: Elevating the Voice of the Customer in a B to B World The Internet: Mosaic browser 1993
15. 15. 15Customer Storytelling: Elevating the Voice of the Customer in a B to B World The first online banner ad 1994
16. 16. 16Customer Storytelling: Elevating the Voice of the Customer in a B to B World Pinterest 2010
17. 17. 17Customer 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.
18. 18. 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
19. 19. 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
20. 20. 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 (thats 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
21. 21. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21 TheVisualWebis experiencing explosivegrowth 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/ 300million Instagrammers 22% of entire adult population use Pinterest
22. 22. 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. 23. 23Customer Storytelling: Elevating the Voice of the Customer in a B to B World But why?
24. 24. SIMPLE The reason is
25. 25. 25Customer 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
26. 26. The world around us has become exceedingly crowded and complex. And it hurts business. $237Bin 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**
27. 27. Simpler experiences pay dividends.And visual storytelling is a key widget in our toolbox.
28. 28. Infographics can help turn uninteresting and complicated concepts into impactful and shareable content.
29. 29. Stories at a glance
30. 30. Simplifying the data
31. 31. Mundane to impactful
32. 32. 39Customer Storytelling: Elevating the Voice of the Customer in a B to B World 23 brands from toothpaste to potato chips
33. 33. 40Customer Storytelling: Elevating the Voice of the Customer in a B to B World
34. 34. Better user experiences
35. 35. 42Customer Storytelling: Elevating the Voice of the Customer in a B to B World
36. 36. 43Customer Storytelling: Elevating the Voice of the Customer in a B to B World
37. 37. 44Customer Storytelling: Elevating the Voice of the Customer in a B to B World
38. 38. 45Customer Storytelling: Elevating the Voice of the Customer in a B to B World
39. 39. So whats your story?
40. 40. How do you #RunSimple
41. 41. 48Customer Storytelling: Elevating the Voice of the Customer in a B to B World Thank you Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP
42. 42. Appendix
43. 43. And in the process enabling them to do amazing things.
44. 44. 51Customer Storytelling: Elevating the Voice of the Customer in a B to B World
45. 45. 4 take-aways to help prepare you for your journey towards simple
46. 46. Simple isnt easy 1
47. 47. Find your true essence Peel the onion back and look at the things that are truly driving your business. 2
48. 48. Eradicate complexity Find the complexity that exists, kill it. And most importantly, dont fall into the same trap that got you into this mess. Keep complexity at bay. 3
49. 49. 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