Julie Roehm Chief Storyteller, Senior Vice President Marketing, SAP From cave paintings to Pinterest: The history and significance of visual communication
1. Julie Roehm Chief Storyteller, Senior Vice President
Marketing, SAP From cave paintings to Pinterest: The history and
significance of visual communication
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 todays 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: Homers 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 TV Advertising: The first TV ad
1941
12. 12Customer Storytelling: Elevating the Voice of the
Customer in a B to B World Political Ads: 1964
13. 13Customer Storytelling: Elevating the Voice of the
Customer in a B to B World Advertising Comes of Age: 1984
14. 14Customer Storytelling: Elevating the Voice of the
Customer in a B to B World The Internet: Mosaic browser 1993
15. 15Customer Storytelling: Elevating the Voice of the
Customer in a B to B World The first online banner ad 1994
16. 16Customer Storytelling: Elevating the Voice of the
Customer in a B to B World Pinterest 2010
17. 17Customer Storytelling: Elevating the Voice of the
Customer in a B to B World Today, visual experiences, are
revolutionizing businesses and monopolizing our attention. In
addition, the access, possibilities and worldwide reach are
unprecedented.This is the visual age.
18. Customer Storytelling: Elevating the Voice of the Customer
in a B to B World 18 2,802,478,934 people online Source:
http://www.internetworldstats.com/stats.htm
19. Customer Storytelling: Elevating the Voice of the Customer
in a B to B World 19 Over 750,000,000 websites Source:
http://www.businessinsider.com/how-many-web-sites-are-are-there-2012-3
20. Customer Storytelling: Elevating the Voice of the Customer
in a B to B World 20 8,000,000,000,000 text messages are sent every
year (thats 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
21. Customer Storytelling: Elevating the Voice of the Customer
in a B to B World 21 TheVisualWebis experiencing explosivegrowth
Outside Voices: The Visual Web Is Changing Everything in Media and
Advertising* Sources: *
http://blogs.wsj.com/cmo/2014/06/24/outside-voices-the-visual-web-is-changing-everything-in-media-and-advertising/
300million Instagrammers 22% of entire adult population use
Pinterest
22. Customer Storytelling: Elevating the Voice of the Customer
in a B to B World 22 Source:
http://www.quicksprout.com/2014/08/01/how-to-increase-instagram-engagement-by-182/
Image vs. Text: Instagram growth outpaces Twitter
23. 23Customer Storytelling: Elevating the Voice of the
Customer in a B to B World But why?
24. SIMPLE The reason 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. 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**
27. Simpler experiences pay dividends.And visual storytelling
is a key widget in our toolbox.
28. Infographics can help turn uninteresting and complicated
concepts into impactful and shareable content.
29. Stories at a glance
30. Simplifying the data
31. Mundane to impactful
32. 39Customer Storytelling: Elevating the Voice of the
Customer in a B to B World 23 brands from toothpaste to potato
chips
33. 40Customer Storytelling: Elevating the Voice of the
Customer in a B to B World
34. Better user experiences
35. 42Customer Storytelling: Elevating the Voice of the
Customer in a B to B World
36. 43Customer Storytelling: Elevating the Voice of the
Customer in a B to B World
37. 44Customer Storytelling: Elevating the Voice of the
Customer in a B to B World
38. 45Customer Storytelling: Elevating the Voice of the
Customer in a B to B World
39. So whats your story?
40. How do you #RunSimple
41. 48Customer Storytelling: Elevating the Voice of the
Customer in a B to B World Thank you Julie Roehm Chief Storyteller,
Senior Vice President Marketing, SAP
42. Appendix
43. And in the process enabling them to do amazing things.
44. 51Customer Storytelling: Elevating the Voice of the
Customer in a B to B World
45. 4 take-aways to help prepare you for your journey towards
simple
46. Simple isnt easy 1
47. Find your true essence Peel the onion back and look at the
things that are truly driving your business. 2
48. Eradicate complexity Find the complexity that exists, kill
it. And most importantly, dont fall into the same trap that got you
into this mess. Keep complexity at bay. 3
49. 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