SlideShare a Scribd company logo
1 of 51
Download to read offline
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 Cerf
Product Marketing Manager @ StoryBox
@jakecerf
Justin M. Nassiri
Founder & Chief Storyteller @ StoryBox
@jnassiri1
Introductions
Your 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.
2 WHAT 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 SHARE1
WHAT THEY WANT TO SHARE2
A REASON TO SHARE3
A PLACE TO SHARE4
STORY 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 2
10.30.13
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%
Discount
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 Likely
Neutral
More Likely
Newsletter
• Dedicated, personalized
emails are most effective
• 3 email cadence
• Newsletters dependent on
placement and competing
CTAs
12%
11%
77%
Less Likely
Neutral
More 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 Likely
Neutral
More 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 Likely
Neutral
More Likely
People remember stories more than anything else1
Customers share their stories in different ways
2
Reward your community for sharing their story today
3
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:

More Related Content

What's hot

PR Genome Series: Gamification of Research
PR Genome Series: Gamification of ResearchPR Genome Series: Gamification of Research
PR Genome Series: Gamification of ResearchPR Council
 
The Social Iceberg: Why Social Care Needs Serious Attention
The Social Iceberg: Why Social Care Needs Serious AttentionThe Social Iceberg: Why Social Care Needs Serious Attention
The Social Iceberg: Why Social Care Needs Serious AttentionSpredfast
 
Decoding Digital Week 7: Customer Engagement
Decoding Digital Week 7: Customer EngagementDecoding Digital Week 7: Customer Engagement
Decoding Digital Week 7: Customer EngagementSymphony3
 
Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02
Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02
Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02Lara Taeuber
 
Practice Listening: From Competitors to Customers
Practice Listening: From Competitors to CustomersPractice Listening: From Competitors to Customers
Practice Listening: From Competitors to CustomersCision
 
Listen, Engage, Grow: How to Construct Social Communities
Listen, Engage, Grow:  How to Construct Social CommunitiesListen, Engage, Grow:  How to Construct Social Communities
Listen, Engage, Grow: How to Construct Social CommunitiesCision
 
Word of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the ImpressionWord of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the ImpressionShareThis
 
9 Tools & Tips to Drive Content Marketing Results
9 Tools & Tips to Drive Content Marketing Results9 Tools & Tips to Drive Content Marketing Results
9 Tools & Tips to Drive Content Marketing ResultsCision
 
Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)
Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)
Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)WeDidIt
 
Facebook Ads Explained
Facebook Ads ExplainedFacebook Ads Explained
Facebook Ads ExplainedAdriana Serna
 
Switch your Pitch
Switch your PitchSwitch your Pitch
Switch your PitchCision
 
How Are You Project
How Are You ProjectHow Are You Project
How Are You ProjectCarly Harris
 
How To Communicate With Supporters Before, During and After a Fundraising Eve...
How To Communicate With Supporters Before, During and After a Fundraising Eve...How To Communicate With Supporters Before, During and After a Fundraising Eve...
How To Communicate With Supporters Before, During and After a Fundraising Eve...Bria Sullivan
 
Fervor -Social Media
Fervor -Social MediaFervor -Social Media
Fervor -Social MediaMike Farag
 
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices Spredfast
 
npCONNECT Canada: Getting (and keeping) Donors into the Pipeline
npCONNECT Canada: Getting (and keeping) Donors into the PipelinenpCONNECT Canada: Getting (and keeping) Donors into the Pipeline
npCONNECT Canada: Getting (and keeping) Donors into the PipelineDanielle Johnson Vermenton, CFRE
 
Internet Fundraising Boot Camp: Creating a pipeline of support
Internet Fundraising Boot Camp: Creating a pipeline of supportInternet Fundraising Boot Camp: Creating a pipeline of support
Internet Fundraising Boot Camp: Creating a pipeline of supportDanielle Johnson Vermenton, CFRE
 
Good 2 Great: 10 tips for improving your online fundraising results
Good 2 Great: 10 tips for improving your online fundraising resultsGood 2 Great: 10 tips for improving your online fundraising results
Good 2 Great: 10 tips for improving your online fundraising resultsDanielle Johnson Vermenton, CFRE
 
C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012BisnodeInteract
 
The Hunger Games: Catching Fire PR Campaign Proposal
The Hunger Games: Catching Fire PR Campaign ProposalThe Hunger Games: Catching Fire PR Campaign Proposal
The Hunger Games: Catching Fire PR Campaign ProposalMaria Garner
 

What's hot (20)

PR Genome Series: Gamification of Research
PR Genome Series: Gamification of ResearchPR Genome Series: Gamification of Research
PR Genome Series: Gamification of Research
 
The Social Iceberg: Why Social Care Needs Serious Attention
The Social Iceberg: Why Social Care Needs Serious AttentionThe Social Iceberg: Why Social Care Needs Serious Attention
The Social Iceberg: Why Social Care Needs Serious Attention
 
Decoding Digital Week 7: Customer Engagement
Decoding Digital Week 7: Customer EngagementDecoding Digital Week 7: Customer Engagement
Decoding Digital Week 7: Customer Engagement
 
Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02
Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02
Spredfast prep-school-increasing-brand-engagement-121031101952-phpapp02
 
Practice Listening: From Competitors to Customers
Practice Listening: From Competitors to CustomersPractice Listening: From Competitors to Customers
Practice Listening: From Competitors to Customers
 
Listen, Engage, Grow: How to Construct Social Communities
Listen, Engage, Grow:  How to Construct Social CommunitiesListen, Engage, Grow:  How to Construct Social Communities
Listen, Engage, Grow: How to Construct Social Communities
 
Word of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the ImpressionWord of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the Impression
 
9 Tools & Tips to Drive Content Marketing Results
9 Tools & Tips to Drive Content Marketing Results9 Tools & Tips to Drive Content Marketing Results
9 Tools & Tips to Drive Content Marketing Results
 
Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)
Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)
Small Donors, Big Impact: Crowdfunding (ACM 2015 Conference Workshop)
 
Facebook Ads Explained
Facebook Ads ExplainedFacebook Ads Explained
Facebook Ads Explained
 
Switch your Pitch
Switch your PitchSwitch your Pitch
Switch your Pitch
 
How Are You Project
How Are You ProjectHow Are You Project
How Are You Project
 
How To Communicate With Supporters Before, During and After a Fundraising Eve...
How To Communicate With Supporters Before, During and After a Fundraising Eve...How To Communicate With Supporters Before, During and After a Fundraising Eve...
How To Communicate With Supporters Before, During and After a Fundraising Eve...
 
Fervor -Social Media
Fervor -Social MediaFervor -Social Media
Fervor -Social Media
 
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices
 
npCONNECT Canada: Getting (and keeping) Donors into the Pipeline
npCONNECT Canada: Getting (and keeping) Donors into the PipelinenpCONNECT Canada: Getting (and keeping) Donors into the Pipeline
npCONNECT Canada: Getting (and keeping) Donors into the Pipeline
 
Internet Fundraising Boot Camp: Creating a pipeline of support
Internet Fundraising Boot Camp: Creating a pipeline of supportInternet Fundraising Boot Camp: Creating a pipeline of support
Internet Fundraising Boot Camp: Creating a pipeline of support
 
Good 2 Great: 10 tips for improving your online fundraising results
Good 2 Great: 10 tips for improving your online fundraising resultsGood 2 Great: 10 tips for improving your online fundraising results
Good 2 Great: 10 tips for improving your online fundraising results
 
C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012C.I.M.E Presentation, Rome 9-10 May 2012
C.I.M.E Presentation, Rome 9-10 May 2012
 
The Hunger Games: Catching Fire PR Campaign Proposal
The Hunger Games: Catching Fire PR Campaign ProposalThe Hunger Games: Catching Fire PR Campaign Proposal
The Hunger Games: Catching Fire PR Campaign Proposal
 

Viewers also liked

StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...
StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...
StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...Alan Weinkrantz
 
The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)Ole Tillmann
 
Applying Lean and Agile mindsets
Applying Lean and Agile mindsetsApplying Lean and Agile mindsets
Applying Lean and Agile mindsetsEduardo Nofuentes
 
The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)
The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)
The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)Victoria Schiffer
 
Storytelling with Data - See | Show | Tell | Engage
Storytelling with Data - See | Show | Tell | EngageStorytelling with Data - See | Show | Tell | Engage
Storytelling with Data - See | Show | Tell | EngageAmit Kapoor
 
Business Storytelling: 21 Quotes To Inspire You To Tell Your Story
Business Storytelling: 21 Quotes To Inspire You To Tell Your StoryBusiness Storytelling: 21 Quotes To Inspire You To Tell Your Story
Business Storytelling: 21 Quotes To Inspire You To Tell Your StoryIan Rhodes
 

Viewers also liked (7)

StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...
StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...
StoryStack - The Role of Narrative and Story Telling in Your Startup & How it...
 
The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)
 
A Story Telling: Traditional or Digital?
A Story Telling: Traditional or Digital?A Story Telling: Traditional or Digital?
A Story Telling: Traditional or Digital?
 
Applying Lean and Agile mindsets
Applying Lean and Agile mindsetsApplying Lean and Agile mindsets
Applying Lean and Agile mindsets
 
The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)
The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)
The Story Mapping Game (1st Conf, Melbourne, Australia, 3rd March 2017)
 
Storytelling with Data - See | Show | Tell | Engage
Storytelling with Data - See | Show | Tell | EngageStorytelling with Data - See | Show | Tell | Engage
Storytelling with Data - See | Show | Tell | Engage
 
Business Storytelling: 21 Quotes To Inspire You To Tell Your Story
Business Storytelling: 21 Quotes To Inspire You To Tell Your StoryBusiness Storytelling: 21 Quotes To Inspire You To Tell Your Story
Business Storytelling: 21 Quotes To Inspire You To Tell Your Story
 

Similar to The Science of Storytelling: How Customer Storytelling Can Transform Your Company

How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...Marie Ennis-O'Connor
 
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014LiveWorld
 
Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010Corey McPherson Nash
 
Stop Chasing Rankings - Start Building Authentic Relationships
Stop Chasing Rankings - Start Building Authentic RelationshipsStop Chasing Rankings - Start Building Authentic Relationships
Stop Chasing Rankings - Start Building Authentic RelationshipsFliptop Media
 
Social Media for Planned Giving Professionals
Social Media for Planned Giving ProfessionalsSocial Media for Planned Giving Professionals
Social Media for Planned Giving ProfessionalsErica Klinger
 
Applying the Secrets of Mobile Gaming to Digital Marketing
Applying the Secrets of Mobile Gaming to Digital MarketingApplying the Secrets of Mobile Gaming to Digital Marketing
Applying the Secrets of Mobile Gaming to Digital MarketingSandbox Digital
 
Content Marketing Unwrapped: A beginners guide for Australian communicators
Content Marketing Unwrapped: A beginners guide for Australian communicatorsContent Marketing Unwrapped: A beginners guide for Australian communicators
Content Marketing Unwrapped: A beginners guide for Australian communicatorsBob Crawshaw
 
Optimising Social Media to Communicate a Patient Perspective
Optimising Social Media to Communicate a Patient PerspectiveOptimising Social Media to Communicate a Patient Perspective
Optimising Social Media to Communicate a Patient PerspectiveMarie Ennis-O'Connor
 
How to Start a Successful Crowdfunding Campaign for Your Nonprofit
How to Start a Successful Crowdfunding Campaign for Your Nonprofit How to Start a Successful Crowdfunding Campaign for Your Nonprofit
How to Start a Successful Crowdfunding Campaign for Your Nonprofit Brady Josephson
 
Some evidence! Social engagement's financial impact, presented by Tom Collinger
Some evidence! Social engagement's financial impact, presented by Tom CollingerSome evidence! Social engagement's financial impact, presented by Tom Collinger
Some evidence! Social engagement's financial impact, presented by Tom CollingerSocialMedia.org
 
Story Telling EDA 2023
Story Telling EDA 2023Story Telling EDA 2023
Story Telling EDA 2023nado-web
 
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...Qzzr
 
Tech4Good: Post-Event Social Media Marketing for Nonprofits
Tech4Good: Post-Event Social Media Marketing for NonprofitsTech4Good: Post-Event Social Media Marketing for Nonprofits
Tech4Good: Post-Event Social Media Marketing for NonprofitsAdvance Ohio
 
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...Emma Mirrington
 
How to use social video to drive results
How to use social video to drive resultsHow to use social video to drive results
How to use social video to drive resultsHootsuite
 
How to Use Social Video to Drive Results (HootSuite)
How to Use Social Video to Drive Results (HootSuite)How to Use Social Video to Drive Results (HootSuite)
How to Use Social Video to Drive Results (HootSuite)Jamison K. Bell | OvenPOP 360
 
IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I
IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part IIFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I
IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part ISaffire
 
Washington dc workshop_jan12
Washington dc workshop_jan12Washington dc workshop_jan12
Washington dc workshop_jan12GlobalGiving
 
The Future of Online Communication is Here in Real Estate
The Future of Online Communication is Here in Real EstateThe Future of Online Communication is Here in Real Estate
The Future of Online Communication is Here in Real EstateKyle Lacy
 

Similar to The Science of Storytelling: How Customer Storytelling Can Transform Your Company (20)

Digital Storytelling
Digital StorytellingDigital Storytelling
Digital Storytelling
 
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Me...
 
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
 
Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010
 
Stop Chasing Rankings - Start Building Authentic Relationships
Stop Chasing Rankings - Start Building Authentic RelationshipsStop Chasing Rankings - Start Building Authentic Relationships
Stop Chasing Rankings - Start Building Authentic Relationships
 
Social Media for Planned Giving Professionals
Social Media for Planned Giving ProfessionalsSocial Media for Planned Giving Professionals
Social Media for Planned Giving Professionals
 
Applying the Secrets of Mobile Gaming to Digital Marketing
Applying the Secrets of Mobile Gaming to Digital MarketingApplying the Secrets of Mobile Gaming to Digital Marketing
Applying the Secrets of Mobile Gaming to Digital Marketing
 
Content Marketing Unwrapped: A beginners guide for Australian communicators
Content Marketing Unwrapped: A beginners guide for Australian communicatorsContent Marketing Unwrapped: A beginners guide for Australian communicators
Content Marketing Unwrapped: A beginners guide for Australian communicators
 
Optimising Social Media to Communicate a Patient Perspective
Optimising Social Media to Communicate a Patient PerspectiveOptimising Social Media to Communicate a Patient Perspective
Optimising Social Media to Communicate a Patient Perspective
 
How to Start a Successful Crowdfunding Campaign for Your Nonprofit
How to Start a Successful Crowdfunding Campaign for Your Nonprofit How to Start a Successful Crowdfunding Campaign for Your Nonprofit
How to Start a Successful Crowdfunding Campaign for Your Nonprofit
 
Some evidence! Social engagement's financial impact, presented by Tom Collinger
Some evidence! Social engagement's financial impact, presented by Tom CollingerSome evidence! Social engagement's financial impact, presented by Tom Collinger
Some evidence! Social engagement's financial impact, presented by Tom Collinger
 
Story Telling EDA 2023
Story Telling EDA 2023Story Telling EDA 2023
Story Telling EDA 2023
 
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...
Social Media Week London -- Quizzes: The Secret Weapon of the World's Best Co...
 
Tech4Good: Post-Event Social Media Marketing for Nonprofits
Tech4Good: Post-Event Social Media Marketing for NonprofitsTech4Good: Post-Event Social Media Marketing for Nonprofits
Tech4Good: Post-Event Social Media Marketing for Nonprofits
 
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...
#FIRMday Manchester 27 Sept 13 Creative Social Engagement for Attracting Tale...
 
How to use social video to drive results
How to use social video to drive resultsHow to use social video to drive results
How to use social video to drive results
 
How to Use Social Video to Drive Results (HootSuite)
How to Use Social Video to Drive Results (HootSuite)How to Use Social Video to Drive Results (HootSuite)
How to Use Social Video to Drive Results (HootSuite)
 
IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I
IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part IIFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I
IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I
 
Washington dc workshop_jan12
Washington dc workshop_jan12Washington dc workshop_jan12
Washington dc workshop_jan12
 
The Future of Online Communication is Here in Real Estate
The Future of Online Communication is Here in Real EstateThe Future of Online Communication is Here in Real Estate
The Future of Online Communication is Here in Real Estate
 

Recently uploaded

Marketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxMarketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxmichaelmcfellin
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...
Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...
Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...Opus Momentum
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Linking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfLinking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfRasida Begum
 
Digital Marketing PPT.pptx(PPT related the Digital marketing)
Digital Marketing PPT.pptx(PPT related the Digital marketing)Digital Marketing PPT.pptx(PPT related the Digital marketing)
Digital Marketing PPT.pptx(PPT related the Digital marketing)digitalwithalok1
 
Digital Marketing Ultimate Guide 2024.pdf
Digital Marketing Ultimate Guide 2024.pdfDigital Marketing Ultimate Guide 2024.pdf
Digital Marketing Ultimate Guide 2024.pdfaptomark
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Introduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxIntroduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxsabari205502
 
State_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdf
State_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdfState_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdf
State_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdfUreka Media Vietnam CO., LTD
 
Bathroom Taps by Gravity Bath. It is designed to control flow of water.
Bathroom Taps by Gravity Bath. It is designed to control flow of water.Bathroom Taps by Gravity Bath. It is designed to control flow of water.
Bathroom Taps by Gravity Bath. It is designed to control flow of water.gravitydigital2023
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 

Recently uploaded (20)

Marketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptxMarketing PowerPoint Michael McFellin.pptx
Marketing PowerPoint Michael McFellin.pptx
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...
Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...
Opus Momentum - Data Driven and AI Enabled Digital Marketing Agency | Company...
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Linking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdfLinking Technical SEO to Performance Milestones PDF.pdf
Linking Technical SEO to Performance Milestones PDF.pdf
 
Digital Marketing PPT.pptx(PPT related the Digital marketing)
Digital Marketing PPT.pptx(PPT related the Digital marketing)Digital Marketing PPT.pptx(PPT related the Digital marketing)
Digital Marketing PPT.pptx(PPT related the Digital marketing)
 
Digital Marketing Ultimate Guide 2024.pdf
Digital Marketing Ultimate Guide 2024.pdfDigital Marketing Ultimate Guide 2024.pdf
Digital Marketing Ultimate Guide 2024.pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Introduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptxIntroduction-to-Digital-Marketing(2).pptx
Introduction-to-Digital-Marketing(2).pptx
 
State_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdf
State_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdfState_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdf
State_of_MarTech_Not_just_another_report_it_s_a_panoramic_tour_of_the_.pdf
 
Bathroom Taps by Gravity Bath. It is designed to control flow of water.
Bathroom Taps by Gravity Bath. It is designed to control flow of water.Bathroom Taps by Gravity Bath. It is designed to control flow of water.
Bathroom Taps by Gravity Bath. It is designed to control flow of water.
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 

The Science of Storytelling: How Customer Storytelling Can Transform Your Company

  • 1. 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
  • 2. StoryBox Kickoff Webinar Part 2: 10.30.14 @ 11am PT What do you want to hear about? BEFORE WE BEGIN
  • 3. Jake Cerf Product Marketing Manager @ StoryBox @jakecerf Justin M. Nassiri Founder & Chief Storyteller @ StoryBox @jnassiri1 Introductions Your guides for today’s conversation
  • 4. 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
  • 5. AGENDA 1 The power of storytelling 2 What is customer storytelling? 3 Elements of successful storytelling 4 Next steps
  • 6. 1 THE POWER OF STORYTELLING
  • 7. We are all storytellers by nature
  • 8. Our earliest times are preserved in story
  • 9. Storytelling has played a critical role throughout history
  • 10. Storytelling evolved along with the humanity
  • 11. Stories have the potential to unite and transform the world
  • 12. Today a single tweet can affect continents
  • 13. Stories are: 1. Inherently accessible 2. Profoundly retained 3. More likely to be shared Stories resonate with us on a deeply emotional level
  • 14. 63% of people remember stories Only 5% remember statistics * Source: How to Make Ideas Stick, Dan & Chip Heath
  • 15. If you want a prospect, give a sales pitch.
  • 16. If you want a relationship, share a story.
  • 17. 2 WHAT IS CUSTOMER STORYTELLING ?
  • 18. stôrē/teliNG/ A company’s practice of empowering its community to share their unique experience with the world
  • 19. Customer stories are more powerful than any ad Quantity Trust Access Sharability
  • 20. 3 ELEMENTS OF SUCCESSFUL STORYTELLING
  • 21. A WAY TO SHARE1 WHAT THEY WANT TO SHARE2 A REASON TO SHARE3 A PLACE TO SHARE4 STORY COACHING5 STORY BUILDING BLOCKS: SPOTLIGHTING CUSTOMERS6
  • 22. GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.1
  • 23. 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
  • 24. Impact on KPIs Coming soon: Part 2 10.30.13 Source: StoryBox client data Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty -- Theodore Roosevelt
  • 25. DISCOVER WHAT TYPE OF STORY THEY’D LIKE TO TELL.2
  • 26. Contests Advice & Opinions Testimonials & Reviews Storytelling 4 Customer Stories Types
  • 27. • 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
  • 28. GIVE THEM A REASON TO SHARE.3
  • 29. GIVE THEM A REASON TO SHARE.3
  • 30. 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%
  • 31. 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
  • 33. 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
  • 34. People are influenced in different ways
  • 35. 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% Discount Sweep- stakes ($5,000) Star Rating 61% 50% 44% Written Review 64% 48% 42% Photo 58% 40% 38% Video 53% 28% 40%
  • 36. 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
  • 37. Tip #1: Seed content for social proof & examples
  • 38. Tip #2: Reduce procrastination with limited time offers and early bird specials
  • 39. Tip #3: Stories spark more stories
  • 40. HELP THEM CRAFT & TELL HIGH QUALITY STORIES.4
  • 41. • Example content • Timely feedback on submissions • Brief explanations in all solicitation locations • Tutorial video Provide simple guidelines:
  • 42. PROVIDING A PLACE FOR THEM TO SHARE THEIR STORY.5
  • 43. Personal Email It’s all about how you ask for content Source: StoryBox client data 42% 29% 30% Less Likely Neutral More Likely Newsletter • Dedicated, personalized emails are most effective • 3 email cadence • Newsletters dependent on placement and competing CTAs 12% 11% 77% Less Likely Neutral More Likely
  • 44. Additional ways to invite: • Product packaging • Website Homepage • Facebook post • Tweets • Ads Multiple parts working in unison will maximize participation
  • 45. MAKE YOUR CUSTOMERS FEEL LIKE ROCKSTARS6
  • 46. 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 Likely Neutral More Likely
  • 47. 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 Likely Neutral More Likely
  • 48. People remember stories more than anything else1 Customers share their stories in different ways 2 Reward your community for sharing their story today 3 Provide examples and guidelines to receive quality stories 4 KEY TAKEAWAYS:
  • 49. GIVE CUSTOMERS A MEANS TO TELL THEIR STORY.QUESTIONS?
  • 50. We are all storytellers by nature
  • 51. • Seed content • Timely feedback on submissions • Brief explanations in all solicitation locations • Tutorial video Other tips to consider: