b2b storytelling and communities
DESCRIPTION
Today the traditional way of doing business from my perspective, has at least one foot in the grave. Today’s organizations often demonstrate an inability to connect. However I believe that the ability to associate and connect is the basis for success in today’s hyper-connected world. Thanks to the Internet, people can meet and share stories globally and instantaneously like never before. The cloud is there for everyone, whereas in the old days selling your story to the world was reserved for the rich and the famous. In comes peer-to-peer storytelling.TRANSCRIPT
TRADITIONAL MARKETING & BRANDING IS DEAD
Don Draper is no longer in charge
vs.
Stories !You are no longer in charge
Your community is !
The price of a coffee here (X) in Bar Mundial, Lissabon?
X
PROGRESSION OF ECONOMIC VALUE: IT’S ALL ABOUT EXPERIENCES
STORIESDRIVE COMMUNITY
& EXPERIENCES
YOUR STORY
“COMMUNITIES ALREADY EXIST. THINK ABOUT HOW YOU
CAN HELP THAT COMMUNITY DO WHAT IT WANTS TO DO.”
Mark Zuckerberg, founder and CEO of Facebook
Valuable content&
Stories
AmEx does a lot to support
business customers
A COMMUNITY WITH A COLLECTION
OF STORIES.
DellBusiness YouTube channel
Connect business pro’s and young entrepreneurs,
in an effort to share skills and ideas.
Creating content to educate.
Telling storiesto engage.
Twitter:@rafstevens
From facts and figuresTo telling stories.
CONSUMPTION SHARING
PRODUCT CONTEXT
MARKETING COMMUNITIES
TRADITIONAL MARKETING IS DEAD.
HERE IS NEW AGE MARKETING
Yahoo!/BBDO study (2012 Feb) "What's Your Story."
TELL A
HUMAN STORY
CUSTOMERS ARE NOT RATIONAL AND LOGICAL BEINGS
THAT (ONLY) BUY ON PRICE.
ABOUT “WHY”
10 REASONS WHY CUSTOMER EMOTIONS ARE NOT BEING
EMBRACED BY BUSINESS
BUT…
1. Businesses have been traditional run by men. 2. Women are better at
understanding their emotions than men.
3. Businesses like logical/analytical people. 4. Most senior people in
organisations are 50plus years old.
5. Business is about numbers.
6. Business becomes more complex, reinforcing this
logical approach.7. Emotions are soft ,fluffy and
difficult to quantify.
8. Back in the day there was no product saturation.9. Emotions are hard to define
and the science is not precise.
10. Most leaders are macho types not the people who are experts on psychology and emotions.
Master degree and lots of experiencein marketing blah blah turns corporate storyteller
My story?
In business a story is simply the recounting of an event that happened to you
or to someone you know, or even a narrative from another source
such as a movie or a book.
How can you use storiesin sales ?
3 types of sales stories
5
STORYTELLING
LESSONS
#1
Move your style of communication
away from being predominantly
rational and argument-based to being
a good mixture of stories
and argument.
#2
You are not the hero of the story;It is not about your brand.
#3
Develop an awareness of the stories
that swirl around you every day.
#4
Not all content are stories.All stories are (good) content.
#5
Be Truthful
Twitter:@rafstevens
THE ENDwww.corporatestoryteller.be