The Power of Storytelling in a Globalized World 27/02/2019 The Power of Storytelling in a Globalized World @Brand2Global

Nice to meet you… 10+ years managing localization operations for various multinationals and LSPs Moved into Global Branding four years ago Leading global Content Marketing at Vistaprint since 2015 Empowers millions of business owners worldwide to market themselves professionally Offers thousands of customizable printing products, such as business cards, stationary, signage, apparel Operates in 21 locales worldwide

Storytelling is as old as the human race 27/02/2019 Storytelling is as old as the human race Storytelling goes back to the beginning of human civilization. I’m West African and this is a common image for us even today. We tell stories to instill pride, to understand our place in the lineage of our people and to preserve our culture. Good storytellers were often highly respected members of the community and no matter where you are in the world, you will be able to see a similar scene to this one. Storytelling provides entertainment, develops the imagination and teaches important lessons about everyday life. Image source: http://jeremyvarner.com/blog/wp-content/uploads/2014/06/traditional_african_storytelling.jpg

5% remember statistics 63% remember the stories 27/02/2019 According to a Stanford University experiment: https://mannerofspeaking.org/2009/10/13/making-it-stick-tell-stories/ We are wired to remember stories – they were essential for our survival as a human race 5% of content gets 90% of attention 50% of content gets 8 shares or fewer 95% of content gets 40 shares or fewer Consumers do 3 things 99% of the time BLOCK. IGNORE. OOPS. Attentions spans haven’t changed, interest span has. 50% of mobile clicks are accidental

Emotional. Limitless. Authentic. 27/02/2019 Emotional. Limitless. Authentic.

What Makes A Good Story? Relevant to audience 27/02/2019 Relevant to audience Strong central characters Uses detail Connects to deeper themes Explores tensions Captions emotions Provides context Surprises Empowers A STORY IS NOT: A Process, A List, A Passive Journey A STORY IS: A sequence of causally dynamic events that change a person’s life

A Tale Of Two Tales Pepsi Heineken

Storytelling at Vistaprint 27/02/2019 Storytelling at Vistaprint “If a story is not about the hearer, he will not listen. And here I make a rule – a great and interesting story is about everyone or it will not last.” John Steinbeck Customer insights Agile, empowered teams Collaborate with Organic Search Support the markets Meaningful KPIs We love what you do graphic Agile (creative + strategy), customer insights, test and learn Meaningful KPIs (time on page, helpfulness score, referral links) -> give an example for when you do have to drive leads, because of who we are we really need to drive brand affinity / loyality, value the longterm relationship with this content / that’s a more urgent matter for us than Partner up with OS to create an ownable platform Support the markets in a way they haven’t been supported before

27/02/2019 Where do we go from here

Storytelling In A Globalized World 27/02/2019 Storytelling In A Globalized World Our Tiers Global Localized Local Liang Zhu 850 AD Romeo & Juliet 1597 Image source: http://www.chinawhisper.com/wp-content/uploads/2013/12/liangzhu.jpg // https://images.fineartamerica.com/images/artworkimages/mediumlarge/1/romeo-and-juliet-sir-frank-dicksee.jpg

Mistakes We’ve Made Not working in increments Afraid to take risks 27/02/2019 Mistakes We’ve Made Not working in increments Afraid to take risks Making it all about you – Making it not enough about you Going in big instead of working in increments (it’s a marathon) [Mother’s Day post] Afraid to take risks (some people will not like what you do) [IWD infographic] Making it all about you / Making it not enough about you [Pepsi / ???]

27/02/2019 Thank You. And they lived happily ever after image?

27/02/2019 Where do we go from here

8 Stages of Storytelling Process Research – What does the audience want? “Where does it hurt” Set Up – What and who is this story about? Resource Centric – Company is the protagonist. The story stars the company. Product Centric – Product is the protagonist. The story stars the product. Service Centric – The Customer is the protagonist. The story stars the customer. Inciting Incident – Something happens to upset the balance. This is always negative. Object of Desire – This will restore balance to the protagonist The First Action – Taken by probability World Reacts Differently than Expected – Leads to Surprise, Curiosity, Insight and New Direction The Second Action – Based on knowing what The World Is Climax – World reacts positively, allowing protagonist to reach Object of Desire