Post on 21-Dec-2014
description
We will be starting at 11:02 am PT.
Use the Chat Pane in GoToTraining to Ask Questions!
THE SCIENCE OF STORYTELLING
Webinar video and presentation deck will be available later today
StoryBox Kickoff Webinar
Part 2: 10.30.14 @ 11am PT
What do you want to hear about?
BEFORE WE BEGIN
Jake CerfProduct Marketing Manager @ StoryBox@jakecerf
Justin M. NassiriFounder & Chief Storyteller @ StoryBox@jnassiri1
IntroductionsYour guides for today’s conversation
Today’s Goal
• To leran how you can use customre storytelling to better engage your community, drive sales, and increase referrals
Image: Something similar to Hubspot’s
TODAY’S GOAL:To learn how to use customer storytelling to engage your community, drive sales, and increase referrals
AGENDA
1 The power of storytelling
2 What is customer storytelling?
3 Elements of successful storytelling
4 Next steps
1 THE POWER OF STORYTELLING
We are all storytellers by nature
Our earliest times are preserved in story
Storytelling has played a critical role throughout history
Storytelling evolved along with the humanity
Stories have the potential to unite and transform the world
Today a single tweet can affect continents
Stories are:
1. Inherently accessible
2. Profoundly retained
3. More likely to be shared
Stories resonate with us on a deeply emotional level
63% of people remember stories Only 5% remember statistics* Source: How to Make Ideas Stick, Dan & Chip Heath
If you want a prospect, give a sales pitch.
If you want a relationship, share a story.
2WHAT IS CUSTOMER STORYTELLING ?
stôrē/teliNG/
A company’s practice of empowering its community to share their unique experience with the world
Customer stories are more powerful than any ad
Quantity Trust
Access Sharability
3 ELEMENTS OF SUCCESSFUL STORYTELLING
A WAY TO SHARE1WHAT THEY WANT TO SHARE2A REASON TO SHARE3A PLACE TO SHARE4STORY COACHING5
STORY BUILDING BLOCKS:
SPOTLIGHTING CUSTOMERS6
GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.1
81%
50%
25%
10%
Willingness to Participate
• People differ in how they would like to share their story
• People are affected differently by viewing different types of content
To maximize impact and participation, provide multiple ways to participate
Source: StoryBox client data
Impact on KPIs
Coming soon:Part 210.30.13
Source: StoryBox client data
Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty-- Theodore Roosevelt
DISCOVER WHAT TYPE OF STORY THEY’D LIKE TO TELL.2
Contests Advice & Opinions
Testimonials & Reviews Storytelling
4 Customer Stories Types
• What stories are they telling their friends?
• What stories are they sharing with you?
• Test on social
• Consider the tangential
The story you want may not be the story your community wants to tell
GIVE THEM A REASON TO SHARE.3
GIVE THEM A REASON TO SHARE.3
Would you share your opinion for free?
“Free” might be enough for your company
Source: StoryBox client data
If it is:• Automated post-
purchase emails
• Confirmation page
• Display on homepage
• Weekly social posts
• Start with contest
% Willing to share for free
Star Rating 67%
Written Review 27%
Photo 22%
Video 8%
There’s not enough money in the world to cause me to share in
this way.
Source: StoryBox client data
“Couldn’t pay me
enough”
Star Rating 4%
Written Review 4%
Photo 11%
Video 17%
The more personal exposure required, the higher the aversion
• Some people will avoid certain mediums regardless of the incentive required
• You don’t know which customers are open to which medium – best to include all
Quick Poll!
What’s the minimum incentive it would take to get you to share?
Most people are willing to participate if the price is right
Source: StoryBox client data
• People’s time are valuable – most expect to be compensated in some way
• On average, men require 17% more money to share their opinion
Avg. incentive required
Star Rating $22.78
Written Review $49.85
Photo $60.85
Video $126.13
People are influenced in different ways
How likely would you be to share your opinion in exchange for each of the following
Incentives vary by community, but some trends exist
Source: StoryBox client data
• Free products, product discounts, and sweepstakes are consistent motivators
Free Product
($25)
15% Discoun
t
Sweep-stakes
($5,000)
Star Rating 61% 50% 44%
Written Review 64% 48% 42%
Photo 58% 40% 38%
Video 53% 28% 40%
What’s the minimum incentive it would take to get you to share?
Source: StoryBox client data
• TV incentive attracts more photo and video participants
• Know what motivates each part of your community
Incentives
4 Free Shipping
5 T-Shirt
6 Featured on .com
7 Featured on TV
Be creative – there are many ways to reward you fans
Tip #1:Seed content for social proof & examples
Tip #2:Reduce procrastination with limited time offers and early bird specials
Tip #3:Stories spark more stories
HELP THEM CRAFT & TELL HIGH QUALITY STORIES.4
• Example content
• Timely feedback on submissions
• Brief explanations in all solicitation locations
• Tutorial video
Provide simple guidelines:
PROVIDING A PLACE FOR THEM TO SHARE THEIR STORY.5
Personal Email It’s all about how you ask for content
Source: StoryBox client data
42%
29%
30%
Less LikelyNeutralMore Likely
Newsletter
• Dedicated, personalized emails are most effective
• 3 email cadence
• Newsletters dependent on placement and competing CTAs
12%
11%
77%
Less LikelyNeutralMore Likely
Additional ways to invite:• Product packaging
• Website Homepage
• Facebook post
• Tweets
• Ads
Multiple parts working in unison will maximize participation
MAKE YOUR CUSTOMERS FEEL LIKE ROCKSTARS6
If your opinion were featured in an ad, would you be more or likely to
participate?
We all want our 10 seconds of fame
Source: StoryBox client data
• 74% of people would be more likely to share or unaffected
• You have everything to gain and little to lose by featuring your customers frequently
26%
32%
42% Less LikelyNeutralMore Likely
If a friend shared an opinion about a product or service, would you be more
or less likely to share your own?
Stories lead to more stories
Source: StoryBox client data
• 92% of people would be more likely to share or unaffected
• Social proof can be a powerful – and free – tool of influence
8%
55%
37%Less LikelyNeutralMore Likely
People remember stories more than anything else
1
Customers share their stories in different ways2
Reward your community for sharing their story today3
Provide examples and guidelines to receive quality stories
4
KEY TAKEAWAYS:
GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.QUESTIONS?
We are all storytellers by nature
• Seed content
• Timely feedback on submissions
• Brief explanations in all solicitation locations
• Tutorial video
Other tips to consider: