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Storyteller	
  Uprising	
  
Oct	
  2013	
  

Hanson R Hosein
hrhmedia.com
@hrhmedia

How I got Jeff Bezos to sign my Kindl...
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	
  ...
My	
  program:	
  cl.uw.edu	
  
“The	
  balance	
  of	
  power	
  is	
  shi@ing	
  from	
  
companies	
  to	
  the	
  networks	
  that	
  surround	
  
the...
“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	
  belongin...
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	
 ...
1.Use	
  content	
  to	
  build	
  brand	
  and	
  
generate	
  inbound	
  leads.	
  
	
  
-­‐Adobe	
  Quarterly	
  Trends...
2.	
  Increase	
  social	
  media	
  effectiveness	
  to	
  
stay	
  engaged	
  with	
  customers	
  or	
  
prospects.	
  
...
3.	
  Increasing	
  conversion	
  rates	
  at	
  key	
  
points	
  in	
  the	
  process.”	
  
	
  
-­‐Adobe	
  Quarterly	
...
Ford	
  Fiesta	
  Agents	
  2010:	
  Early	
  adopters	
  
Humans	
  produce	
  5	
  billion	
  GB	
  of	
  data…	
  
-­‐  From	
  the	
  beginning	
  of	
  time	
  until	
  2003	
 ...
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	
...
Give	
  them	
  a	
  reason	
  to	
  connect…	
  
The	
  action	
  of	
  telling	
  a	
  compelling	
  story,	
  which	
  
	
  
places	
  our	
  audiences	
  at	
  the	
  c...
 
Stories	
  have	
  to	
  have	
  emotional	
  heart	
  and	
  
resonance,	
  be	
  authentic,	
  insightful	
  and	
  
t...
 
Stories	
  should	
  not	
  start	
  and	
  end	
  with	
  the	
  
brand;	
  it	
  is	
  about	
  establishing	
  a	
  c...
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	
   h...
A	
  boxer	
  who’s	
  afraid	
  he’s	
  a	
  loser	
  is	
  offered	
  a	
  chance	
  by	
  
the	
   world	
   champion	
 ...
The	
  head	
  of	
  one	
  of	
  the	
  world’s	
  leading	
  
museums,	
  facing	
  declining	
  attendance,	
  needs	
 ...
BINGE	
  VIEWING	
  
fourpeakstv.com	
  
	
  

“Give	
  the	
  people	
  what	
  they	
  
want,	
  when	
  they	
  want	
 ...
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	
  
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
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
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
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
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
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
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
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
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
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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 November 14 2013.

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

  1. 1. 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
  2. 2. Start  where  I  ended  at  #SIC2012  h1p://youtu.be/faIFNkdq96U  
  3. 3. From  movie  to  movement:  h1p://youtu.be/Ul9c-­‐4dX4Hk  
  4. 4. From  movie  to  movement:  ImaginaLon  FoundaLon  
  5. 5. 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.  
  6. 6. My  program:  cl.uw.edu  
  7. 7. “The  balance  of  power  is  shi@ing  from   companies  to  the  networks  that  surround   them.”  
  8. 8. “You  are  leading  a  company,  but  you  are   also  leading  a  social  network.”  
  9. 9. Howard  Schultz:  fourpeakstv.com  
  10. 10. What  are  they  watching?  
  11. 11. What  are  we  sharing?  
  12. 12. More digital less TV
  13. 13. More mobile less PC
  14. 14. Creators
  15. 15. Curators
  16. 16. “Our  shared  stories  create  a   connection  to  others  that  builds  a   sense  of  belonging  to  a  particular   community.”   -­‐Daniel  Siegel  
  17. 17. Studio  3B  30  Rockefeller  Plaza  –  Summer  1997  
  18. 18. Somewhere  in  Israel  –  2000  
  19. 19. Canada  2002  
  20. 20. Live  from  Syria’s  border  with  Israel  –  Spring  2003  
  21. 21. Rogers,  Arkansas  –  June  2005  
  22. 22. The  story  that  changed  everything:   independentamerica.net  
  23. 23. Success:  
  24. 24. Degrees  of  engagement  cl.uw.edu  
  25. 25. “Winning  the  generaLon  game”  The  Economist  
  26. 26. Content  
  27. 27. “[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    
  28. 28. 1.Use  content  to  build  brand  and   generate  inbound  leads.     -­‐Adobe  Quarterly  Trends  March  2013    
  29. 29. 2.  Increase  social  media  effectiveness  to   stay  engaged  with  customers  or   prospects.     -­‐Adobe  Quarterly  Trends  March  2013    
  30. 30. 3.  Increasing  conversion  rates  at  key   points  in  the  process.”     -­‐Adobe  Quarterly  Trends  March  2013    
  31. 31. Ford  Fiesta  Agents  2010:  Early  adopters  
  32. 32. 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  
  33. 33. The  “digital  industrial  economy”   Source:  Gartner  October  2013  
  34. 34. How  do  we  persuade  someone  to  pay     attention  to  what  we  have  to  say?  
  35. 35. Once  they  notice  us,  how  do  we  keep   them  interested  enough  to  engage  in   some  sort  of  transaction?  
  36. 36. Give  them  a  reason  to  connect…  
  37. 37. 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  
  38. 38.   Stories  have  to  have  emotional  heart  and   resonance,  be  authentic,  insightful  and   truthful  
  39. 39.   Stories  should  not  start  and  end  with  the   brand;  it  is  about  establishing  a  connecLon   to  the  outside  world  
  40. 40. All  great  content  is   built  around  an      as   the…   action-­‐ idea as  the…  
  41. 41. 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.    
  42. 42. 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.  
  43. 43. 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.
  44. 44. 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    
  45. 45. Four  Peaks  show  DEBUTING  tonight!  fourpeakstv.com  
  46. 46. Content  is   everywhere  
  47. 47. 165,227  views     LESSONS?   1.  Be  quick   2.  Be  good   3.  Be  current  
  48. 48. 38,000   Retweets     LESSONS?   1.  Be  quick   2.  Be  good   3.  Be  current  
  49. 49. Thank  you   @hrhmedia   hrhmedia.com  

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