collaborative storytelling: presentation at startupfest 2013
DESCRIPTION
Presented at Startupfest 2013 Nearly 100 years ago, the French Surrealists invented a game they called “Le Cadavre Exquis” (“Exquisite Corpse”), in which they would collectively create a story using words and images. Today, customers, partners, friends, competitors and others collectively write and share the stories of organizations with which they interact. In this session, industry analyst Susan Etlinger will share examples of how both startups and established brands use social data to create a most holistic picture of their customer’s needs, wants and aspirations, and how startup entrepreneurs can use this data to build their brands and develop mutually valuable and sustainable relationships.TRANSCRIPT
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
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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
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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