Julie Roehm takes us through some of the great brand storytellers of the modern age. From Apple, to Toms, great brands use the power of stories to create lasting value. Read more at JulieRoehm.com

1. Julie Roehm
Chief Storyteller, Senior Vice President Marketing, SAP
Customer Storytelling:
Brand essence and storytelling:
Overcoming the noise with simple

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. 3Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Without them, ideas die, businesses fail.

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. 5Customer 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. 6Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Earliest story: Lascaux cave paintings 17,300years ago

7. 7Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Literature: Epic of Gilgamesh 2000 B.C.

8. 8Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Oration: Homer’s Illiad 1,260 B.C.

9. 9Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Print: Gutenberg Bible 1450

10. 10Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Film: The Great Train Robbery 1903

11. 11Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Radio: FDR Fireside Chat 1933

12. 12Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Radio: War of the Worlds 1938

13. 13Customer Storytelling: Elevating the Voice of the Customer in a B to B World
TV Advertising: The first TV ad 1941

14. 14Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Political Ads: 1964

15. 15Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Advertising Comes of Age: 1984
https://www.youtube.com/watch?v=OYecfV3ubP8

16. 16Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The Internet: Mosaic browser 1993

17. 17Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The first online banner ad 1994

18. 18Customer Storytelling: Elevating the Voice of the Customer in a B to B World
This is the most exciting time in
the history of human
communication.The access,
possibilities and worldwide
reach are unprecedented.

19. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 19
2,802,478,934
people online
Source: http://www.internetworldstats.com/stats.htm

20. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20
Over 750,000,000
websites
Source: http://www.businessinsider.com/how-many-web-sites-are-are-there-2012-3

21. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21
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

22. 22Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But…

23. 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**

24. SIMPLE
The solution is

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. Simpler experiences pay
dividends.And storytelling is a
key widget in our toolbox.

27. So companies are harnessing
the power of storytelling to
convey the essence of their
brand and the value they offer
their customers.

28. And in the process enabling
them to do amazing things.
https://www.youtube.com/watch?v=7MV3HWQHl1s

29. 29Customer Storytelling: Elevating the Voice of the Customer in a B to B World
https://www.youtube.com/watch?v=mpOjnXcy8NE

30. 30Customer Storytelling: Elevating the Voice of the Customer in a B to B World
https://www.youtube.com/watch?v=57e4t-fhXDs

31. 4 take-aways to help prepare
you for your journey towards
simple…

32. Simple isn’t easy
1

33. Find your true essence
Peel the onion back and look at the things
that are truly driving your business.
2

34. 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

35. 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

36. So what’s your story?

37. How do you
#RunSimple

38. 38Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Thank you
Julie Roehm
Chief Storyteller, Senior Vice President Marketing, SAP