collaborative storytelling: presentation at startupfest 2013

Presented at Startupfest 2013Susan Etlinger, Industry Analyst | @setlinger | @altimetergroup

Collaborative Storytelling

“The universe is made of stories, not atoms.”

− Muriel Rukeyser, poet and political activist

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Why Stories Matter (This Means You)

u

Stories are in our blood

Image courtesy sxc.hu:

We’ve told them forever

Image courtesy sxc.hu:

Image courtesy sxc.hu:

We consume them individually…

Source: http://www.artesmagazine.com/2010/06/surrealist-art-form-exquisite-corpse-still-fascinates-artists-and-collectors/

…and tell them collaboratively

The Exquisite CorpseLe Cadavre Exquis

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The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day

When it comes to business, we are horrible storytellers.

Image courtesy sxc.hu:

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The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day

The average consumer sees approximately 3,000 brand impressions every. single. day.

Image by George Rexused with Attribution as directed by Creative Commons hhttp://www.flickr.com/photos/rogersg/6675552743

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The “it’s all about me” model doesn’t work in the social, digital, connected world.

The Marketing Funnel

Focus on Relationships, Not Transactions

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TransactionalOccasionalImpersonalShort-Term

LoyalConstantAuthenticLong-Term

Mapping the Customer Journey

You’re going to need some (social)

data.

Image courtesy sxc.hu

Image by Madhava Enros used with Attribution as directed by Creative Commons http://www.flickr.com/photos/menros/84195844/

You’re also going to need a map.

Image courtesy sxc.hu

This is NOT an elevator pitch.

Image courtesy sxc.hu

It’s about understanding the customer’s POV

AwarenessStakeholder findings

Section 1.Project OverviewC

ase

Exam

ple

Aw

are

ness

Capitalizing on pop culture’s zombie craze, the CDC creates a comic book-like readiness guide charting what to do incase of an

outbreak. The blog post introducing the guide went viral, skyrocketing traffic so high, their

servers crashed.

ConsiderationStakeholder findings

Section 1.Project OverviewC

ase

Exam

ple

Con

sidera

tion

The power of anecdote + metrics

Social media frees SAP sales team to focus on lower-funnel activities, improving productivity and close rate.

Social media has changed the point at which many sales professionals begin to engage with prospects, because it helps prospects to “self-qualify” by engaging with others in SAP communities early in their decision process.

ConversionStakeholder findings

Section 1.Project OverviewC

ase

Exam

ple

Con

versio

n

Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New members rose by 76% after the

first implementation and online sales increased by 130%.

Tesco unveils first interactive digital grocery in Seoul subway

Customer Experience

Stakeholder findings

Section 1.Project OverviewC

ase

Exam

ple

Custo

mer E

xperie

nce

ATT’s community resolves service issues before they become expensive call center calls.(Courtesy: Lithium)

LoyaltyStakeholder findings

Section 1.Project OverviewC

ase

Exam

ple

Loyalty

In this example, IHG and Chase co-created a Visa card from inception to marketing with 300 members, over a

12-month period, resulting in 30K conversation contributions. The

campaign delivered an 80% increase in accounts over previous

campaigns, and 5K existing customers who requested an

upgrade.

AdvocacyStakeholder findings

Section 1.Project OverviewC

ase

Exam

ple

Advoca

cyBusinessService. metrics-driven, adaptive cultureProductShort sales cycle, low(er) consideration serviceMediaPaid, earned, ownedCustomerMixed B2B/B2C; Highly social consumer and business customerMeasurement StrategyDeeply integrated with Facebook; uses URL tracking to measure business outcomes.

“The transaction is the most sacred part of the funnel, but we’re optimizing all parts of the funnel. For example, if you look at total attendee sharing, 60% of sharing occurs after the purchase.

One in 100 people who look at an event page before purchase share it, while 1 in 10 share it after purchase. And a post-purchase share drives 20% more ticket sales than a pre-purchase share.”

− Tamara Mendelsohn, VP Marketing

A Holistic Strategy

UGC-supported microsites

Burberry “Acoustic” artist

showcase

Online community

UGC-created media (videos,

ads) Build-Your-Own-Trenchcoat App

Engages directly with consumers

& influencers

‘Runway to Reality’ live steam

“Love is when you meet someone who tells you something new about yourself.”

− André Breton

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Susan Etlinger

susan@altimetergroup.com

susanetlinger.com

Twitter: setlinger

THANK YOU

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

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