Julie Roehm presentation on storytelling. As Chief Storyteller at enterprise software giant SAP, Julie Roehm is tasked with improving the way SAP communicates with customers, prospects, and users. Marketers, business strategies, and advertising executives take note - the age of the storyteller has begun.

1. “
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Julie Roehm
Chief Storyteller, Senior Vice President Marketing, SAP
Customer Storytelling:
Elevating the Voice of the
Customer in a B2B World

2. 2Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Great stories 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 today’s 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: Homer’s 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
Radio: FDR Fireside Chat 1933

12. 12Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Radio: War of the Worlds 1938

13. 13Customer Storytelling: Elevating the Voice of the Customer in a B to B World
TV Advertising: The first TV ad 1941

14. 14Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Political Ads: 1964

15. 15Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Advertising Comes of Age: 1984

16. 16Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The Internet: Mosaic browser 1993

17. 17Customer Storytelling: Elevating the Voice of the Customer in a B to B World
The first online banner ad 1994

18. 18Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Through the ages, technology and
media, whether stone or the sound
of our voice or pixels on a screen,
has dramatically influenced the way
we communicate and tell stories

19. 19Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Today, with digital media and
emerging technologies, the
challenges, and the opportunities,
are boundless

20. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 20
2,513,041,361
people online
Source: http://www.worldometers.info/

21. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 21
643,000,000
websites
Source: http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/

22. Customer Storytelling: Elevating the Voice of the Customer in a B to B World 22
144,000,000,000
emails per day (more than 65% is spam)
Source: http://mashable.com/2012/11/27/email-stats-infographic/

23. 23Customer Storytelling: Elevating the Voice of the Customer in a B to B World
But…

24. To break through the clutter, meaningful, one to
one conversations with our customer is now more
important than ever

25. Mobile and social media technologies now offer
opportunities to connect with our audience in a
much more intimate setting…
An opportunity to get
our product or service
out of the way of telling
incredible stories…

26. 26Customer Storytelling: Elevating the Voice of the Customer in a B to B World

27. Like consumer products, businesses are
becoming more resourceful and artful in their
ability to harness the art of storytelling…

28. through innovative use of
technology and narrative.

29. At SAP, we are putting the Voice of Our
Customer in context. Demonstrating the real
value of SAP and how we help make our
customers Run Better…

30. And in the process enable them to
do amazing things.

31. 31Customer Storytelling: Elevating the Voice of the Customer in a B to B World

32. 32Customer Storytelling: Elevating the Voice of the Customer in a B to B World

33. B2B
Making

34. B2B2C
Making

35. This has changed our customers
expectations in how their software
delivers information

36. Facebook 2005
Facebook Today

37. 37Customer Storytelling: Elevating the Voice of the Customer in a B to B World

38. 38Customer Storytelling: Elevating the Voice of the Customer in a B to B World

39. 39Customer Storytelling: Elevating the Voice of the Customer in a B to B World
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 iPhone

40. 40Customer Storytelling: Elevating the Voice of the Customer in a B to B World
And now technology is changing
the game on how we tell our
stories that will connect with our
customer

41. 41Customer Storytelling: Elevating the Voice of the Customer in a B to B World

42. 42Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Are you scared…

43. Or are you exhilarated?

44. What’s your story?
goo.gl/T67Nrh

45. 45Customer Storytelling: Elevating the Voice of the Customer in a B to B World
Thank you
Julie Roehm
Chief Storyteller, Senior Vice President Marketing, SAP