Storytelling To Storys€lling

Sarah Goodall

April 11, 2011

© 2011 SAP AG. All rights reserved. 2Confidential

Tent Pegs or Camping Holidays?

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Agenda

How To Put Great Stories Together

Background To Storytelling

Components Of Storytelling

Putting Theory To Practice

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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

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Technology Marketing

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Gartner Research:

How To Tell Better Marketing Stories

Stories are

how we

remember;

we tend to

forget lists

and bullet

points

Screenwriting Coach

Robert McKee

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How Does This Work?The Neuroscience Of Marketing

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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

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

Good Stories ENGAGE

Really Good Stories SPREAD

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Why It’s Important To UsAs Professionals

Networking

Professional Branding

Competency Based Interviewing

Motivaton

Inspiration

Leadership

Be Remembered!

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

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

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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 content

single version of the truth

global platform for global business

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

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Where Do We Start?Positioning Is Key

Customer

Need

Competitive

Weakness

Solution

Strength

Target Position

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Putting That Into PracticePositioning Is Key

Each messaging framework has

a customer example and 3rd

party supporting data relating to

their business

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Build A Holistic Story Board

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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

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How Do You Scale?Make It Part Of The Culture

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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: @tribalimpact

Blog: www.sarahgoodall.com

LinkedIn: www.linkedin.com/in/sarahgoodall