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

2. 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

3. 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:

4. 5% remember statistics 63% remember the stories 27/02/2019
According to a Stanford University experiment:
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

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

6. 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

7. A Tale Of Two Tales
Pepsi
Heineken

8. 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

9. 27/02/2019
Where do we go from here

10. 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: //

11. 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 / ???]

12. 27/02/2019
Thank You.
And they lived happily ever after image?

13. 27/02/2019
Where do we go from here

14. 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