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How I got Jeff Bezos to sign my Kindle, and what it means for storytelling and branded content
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How I got Jeff Bezos to sign my Kindle, and what it means for storytelling and branded content

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Presented to the Seattle Interactive Conference 2013. Hanson Hosein is Director of the Communication Leadership graduate program at the University of Washington (www.cl.uw.edu). Public info session ...

Presented to the Seattle Interactive Conference 2013. Hanson Hosein is Director of the Communication Leadership graduate program at the University of Washington (www.cl.uw.edu). Public info session November 14 2013.

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    How I got Jeff Bezos to sign my Kindle, and what it means for storytelling and branded content How I got Jeff Bezos to sign my Kindle, and what it means for storytelling and branded content Presentation Transcript

    • Storyteller  Uprising   Oct  2013   Hanson R Hosein hrhmedia.com @hrhmedia How I got Jeff Bezos to sign my Kindle, and what it means for storytelling and branded content
    • Start  where  I  ended  at  #SIC2012  h1p://youtu.be/faIFNkdq96U  
    • From  movie  to  movement:  h1p://youtu.be/Ul9c-­‐4dX4Hk  
    • From  movie  to  movement:  ImaginaLon  FoundaLon  
    • Making  the  case  for  a  Storyteller  Uprising   1.  The  opportuni.es  for  content  already  exist.   2.  Make  rela.onships  through  inspiring  content.   3.  Those  rela.onships  lead  to  trust,  persuasion.  
    • My  program:  cl.uw.edu  
    • “The  balance  of  power  is  shi@ing  from   companies  to  the  networks  that  surround   them.”  
    • “You  are  leading  a  company,  but  you  are   also  leading  a  social  network.”  
    • Howard  Schultz:  fourpeakstv.com  
    • What  are  they  watching?  
    • What  are  we  sharing?  
    • More digital less TV
    • More mobile less PC
    • Creators
    • Curators
    • “Our  shared  stories  create  a   connection  to  others  that  builds  a   sense  of  belonging  to  a  particular   community.”   -­‐Daniel  Siegel  
    • Studio  3B  30  Rockefeller  Plaza  –  Summer  1997  
    • Somewhere  in  Israel  –  2000  
    • Canada  2002  
    • Live  from  Syria’s  border  with  Israel  –  Spring  2003  
    • Rogers,  Arkansas  –  June  2005  
    • The  story  that  changed  everything:   independentamerica.net  
    • Success:  
    • Degrees  of  engagement  cl.uw.edu  
    • “Winning  the  generaLon  game”  The  Economist  
    • Content  
    • “[T]he  top  three  priorities  for  2013  tell  the   story  of  how  companies  are  aiming  to   build  emotional  ties  that  contribute  to   the  bottom  line.       -­‐Adobe  Quarterly  Trends  March  2013    
    • 1.Use  content  to  build  brand  and   generate  inbound  leads.     -­‐Adobe  Quarterly  Trends  March  2013    
    • 2.  Increase  social  media  effectiveness  to   stay  engaged  with  customers  or   prospects.     -­‐Adobe  Quarterly  Trends  March  2013    
    • 3.  Increasing  conversion  rates  at  key   points  in  the  process.”     -­‐Adobe  Quarterly  Trends  March  2013    
    • Ford  Fiesta  Agents  2010:  Early  adopters  
    • Humans  produce  5  billion  GB  of  data…   -­‐  From  the  beginning  of  time  until  2003   -­‐  Every  two  weeks  since  2011   -­‐  Every  10  minutes  as  of  2013   Source:  IBM  VP  of  Supercomputing  2012  
    • The  “digital  industrial  economy”   Source:  Gartner  October  2013  
    • How  do  we  persuade  someone  to  pay     attention  to  what  we  have  to  say?  
    • Once  they  notice  us,  how  do  we  keep   them  interested  enough  to  engage  in   some  sort  of  transaction?  
    • Give  them  a  reason  to  connect…  
    • The  action  of  telling  a  compelling  story,  which     places  our  audiences  at  the  centre  of  the  story;   stories  that  are  designed  to  engage;  with  the   ultimate  objective  of  influencing  behaviour  
    •   Stories  have  to  have  emotional  heart  and   resonance,  be  authentic,  insightful  and   truthful  
    •   Stories  should  not  start  and  end  with  the   brand;  it  is  about  establishing  a  connecLon   to  the  outside  world  
    • All  great  content  is   built  around  an      as   the…   action-­‐ idea as  the…  
    • It’s   your   core   story,   the   essence,   reduced   to   a   simple   few   lines.   It   has   a   clear   beginning,   middle   and   end   with   an   ‘AcLon’  -­‐  or  turning  point  -­‐  that  sets  the   story  in  moLon.     An   effec.ve   one   should   be   sufficient   to   engage   and   move   those   who   hear   it,   powerful  enough  that  it  can  be  expanded   into  a  fully-­‐fledged  storytelling  campaign.    
    • A  boxer  who’s  afraid  he’s  a  loser  is  offered  a  chance  by   the   world   champion   to   fight   for   the   heavyweight   championship,  but  must  learn  to  believe  in  himself  with   the  help  of  his  lover  before  he  can  step  into  the  ring.   film   A@er   a   twister   transports   a   lonely   Kansas   girl   to   a   magical   land,   she   sets   out   on   a   dangerous   journey   to   find  a  wizard    with  the  power  to  send  her  home.   life   I  was  an  accomplished  TV  journalist  at  the  height  of  my  career  at  NBC.    But  I   saw   young   independent   storytellers   my   age   using   digital   technology   and   I   realized   it   was   the   wave   of   the   future.     I   asked   NBC   to   allow   me   to   explore   this   technology  in  my  position,  they  said  no.    I  quit,  joined  the   CBC  and  learned  it   myself.    NBC  ended  up  calling  me  back  to  work  for  them  during  the  Iraq  War  to   use  those  same  skills.    I  then  started  my  own  company,  made  a  film  using  these   principles   of   storytelling   and   now   run   a   graduate   program   built   upon   that   foundation.  
    • The  head  of  one  of  the  world’s  leading   museums,  facing  declining  attendance,  needs   to  remind  people  of  the  value  proposition  of  his   institution.    He  does  so  by  telling,  “the  story   through  the  things  that  humans  have  made”  –   one  hundred  of  the  museum’s  artifacts  that  he   considers  emblematic  of  this  shared  history.     The  stories  of  these  objects  bring  that  history   to  life,  and  inject  renewed  vibrancy  to  the   museum’s  appeal.
    • BINGE  VIEWING   fourpeakstv.com     “Give  the  people  what  they   want,  when  they  want  it,  in   the  form  they  want  it  in.”         Kevin  Spacey  re:  success  of  Neglix’   House  of  Cards    
    • Four  Peaks  show  DEBUTING  tonight!  fourpeakstv.com  
    • Content  is   everywhere  
    • 165,227  views     LESSONS?   1.  Be  quick   2.  Be  good   3.  Be  current  
    • 38,000   Retweets     LESSONS?   1.  Be  quick   2.  Be  good   3.  Be  current  
    • Thank  you   @hrhmedia   hrhmedia.com