A powerful, well-told story has the potential to change the way people think, work, learn and communicate.
Storytelling is intrinsic to who we are as people, and has played a defining role in our evolution as a species.
This webinar explores they keys to successful storytelling, and how customer storytelling can transform your company's approach to marketing and advertising.
Customer Storytelling is a company's practice of empowering its community to share their unique experience with the world. It can be as simple as a written review, as dynamic as customer photos and videos of your product, and as expansive as stories about topics related to your brand.
We'll reveal data showing the best way to collect customer displays, as well as how to best put these stories to use.
This webinar is hosted by VideoGenie, but will not contain any product-specific information.
The Science of Storytelling: How Customer Storytelling Can Transform Your Company
1. We will be starting at 11:02 am PT.
Use the Chat Pane in GoToTraining to Ask Questions!
THE SCIENCE OF
STORYTELLING
Webinar video and
presentation deck will be
available later today
3. Jake Cerf
Product Marketing Manager @ StoryBox
@jakecerf
Justin M. Nassiri
Founder & Chief Storyteller @ StoryBox
@jnassiri1
Introductions
Your guides for today’s conversation
4. Today’s Goal
• To leran how you can use customre
storytelling to better engage your community
drive sales, and increase referrals
Image: Something similar to Hubspot’s
TODAY’S GOAL:
To learn how to use customer
storytelling to engage your
community, drive sales, and
increase referrals
5. AGENDA
1 The power of storytelling
2 What is customer storytelling?
3 Elements of successful storytelling
4 Next steps
23. 81%
50%
25%
10%
Willingness to
Participate
• People differ in how they
would like to share their
story
• People are affected
differently by viewing
different types of content
To maximize impact
and participation,
provide multiple ways
to participate
Source: StoryBox client data
24. Impact on
KPIs
Coming soon:
Part 2
10.30.13
Source: StoryBox client data
Nothing in the world is
worth having or worth
doing unless it means
effort, pain, difficulty
-- Theodore Roosevelt
27. • What stories are they
telling their friends?
• What stories are they
sharing with you?
• Test on social
• Consider the tangential
The story you want may
not be the story your
community wants to tell
30. Would you share your opinion for
free?
“Free” might be
enough for your
company
Source: StoryBox client data
If it is:
• Automated post-purchase
emails
• Confirmation page
• Display on homepage
• Weekly social posts
• Start with contest
% Willing to
share for
free
Star Rating 67%
Written Review 27%
Photo 22%
Video 8%
31. There’s not enough money in the
world to cause me to share in this
way.
Source: StoryBox client data
“Couldn’t
pay me
enough”
Star Rating 4%
Written Review 4%
Photo 11%
Video 17%
The more personal
exposure required, the
higher the aversion
• Some people will avoid
certain mediums
regardless of the incentive
required
• You don’t know which
customers are open to
which medium – best to
include all
33. What’s the minimum incentive it would
take to get you to share?
Most people are willing
to participate if the
price is right
Source: StoryBox client data
• People’s time are valuable
– most expect to be
compensated in some
way
• On average, men require
17% more money to share
their opinion
Avg.
incentive
required
Star Rating $22.78
Written Review $49.85
Photo $60.85
Video $126.13
35. How likely would you be to share your opinion in
exchange for each of the following
Incentives
vary by
community,
but some
trends exist
Source: StoryBox client data
• Free products,
product
discounts, and
sweepstakes are
consistent
motivators
Free
Product
($25)
15%
Discount
Sweep-
stakes
($5,000)
Star Rating 61% 50% 44%
Written Review 64% 48% 42%
Photo 58% 40% 38%
Video 53% 28% 40%
36. What’s the minimum incentive it would
take to get you to share?
Source: StoryBox client data
• TV incentive attracts more
photo and video
participants
• Know what motivates
each part of your
community
Incentives
4 Free Shipping
5 T-Shirt
6 Featured on .com
7 Featured on TV
Be creative – there are
many ways to reward
you fans
43. Personal Email
It’s all about how you
ask for content
Source: StoryBox client data
42%
29%
30%
Less Likely
Neutral
More Likely
Newsletter
• Dedicated, personalized
emails are most effective
• 3 email cadence
• Newsletters dependent on
placement and competing
CTAs
12%
11%
77%
Less Likely
Neutral
More Likely
44. Additional ways to invite:
• Product packaging
• Website Homepage
• Facebook post
• Tweets
• Ads
Multiple parts working in
unison will maximize
participation
46. If your opinion were featured in an ad, would
you be more or likely to participate?
We all want our 10
seconds of fame
Source: StoryBox client data
• 74% of people would be
more likely to share or
unaffected
• You have everything to
gain and little to lose by
featuring your customers
frequently
26%
32%
42% Less Likely
Neutral
More Likely
47. If a friend shared an opinion about a product
or service, would you be more or less likely
to share your own?
Stories lead to more
stories
Source: StoryBox client data
• 92% of people would be
more likely to share or
unaffected
• Social proof can be a
powerful – and free – tool
of influence
8%
55%
37%
Less Likely
Neutral
More Likely
48. People remember stories more than anything else1
Customers share their stories in different ways
2
Reward your community for sharing their story today
3
Provide examples and guidelines to receive quality
stories
4
KEY TAKEAWAYS:
