1. The document discusses storytelling and how compelling stories can be used to build relationships and influence behavior. It advocates for a "Storyteller Uprising" where individuals use digital tools to become independent content creators. 2. It provides examples of how storytelling was used successfully by various companies and individuals to engage audiences and drive business outcomes. 3. The document argues that great content is built around a core "action-idea" story that can then be expanded into broader storytelling campaigns. It provides examples of effective core stories and their basic structures.

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

3. Start
where
I
ended
at
#SIC2012
h1p://youtu.be/faIFNkdq96U

4. From
movie
to
movement:
h1p://youtu.be/Ul9c-­‐4dX4Hk

5. From
movie
to
movement:
ImaginaLon
FoundaLon

6. 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.

7. My
program:
cl.uw.edu

10. “The
balance
of
power
is
shi@ing
from
companies
to
the
networks
that
surround
them.”

11. “You
are
leading
a
company,
but
you
are
also
leading
a
social
network.”

12. Howard
Schultz:
fourpeakstv.com

13. What
are
they
watching?

14. What
are
we
sharing?

15. More digital less TV

16. More mobile less PC

17. Creators

18. Curators

19. “Our
shared
stories
create
a
connection
to
others
that
builds
a
sense
of
belonging
to
a
particular
community.”
-­‐Daniel
Siegel

21. Studio
3B
30
Rockefeller
Plaza
–
Summer
1997

22. Somewhere
in
Israel
–
2000

23. Canada
2002

24. Live
from
Syria’s
border
with
Israel
–
Spring
2003

25. Rogers,
Arkansas
–
June
2005

26. The
story
that
changed
everything:
independentamerica.net

27. Success:

28. Degrees
of
engagement
cl.uw.edu

29. “Winning
the
generaLon
game”
The
Economist

30. Content

32. “[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

33. 1.Use
content
to
build
brand
and
generate
inbound
leads.
-­‐Adobe
Quarterly
Trends
March
2013

34. 2.
Increase
social
media
effectiveness
to
stay
engaged
with
customers
or
prospects.
-­‐Adobe
Quarterly
Trends
March
2013

35. 3.
Increasing
conversion
rates
at
key
points
in
the
process.”
-­‐Adobe
Quarterly
Trends
March
2013

36. Ford
Fiesta
Agents
2010:
Early
adopters

38. 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

39. The
“digital
industrial
economy”
Source:
Gartner
October
2013

40. How
do
we
persuade
someone
to
pay
attention
to
what
we
have
to
say?

41. Once
they
notice
us,
how
do
we
keep
them
interested
enough
to
engage
in
some
sort
of
transaction?

42. Give
them
a
reason
to
connect…

43. 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

44.
Stories
have
to
have
emotional
heart
and
resonance,
be
authentic,
insightful
and
truthful

45.
Stories
should
not
start
and
end
with
the
brand;
it
is
about
establishing
a
connecLon
to
the
outside
world

50. All
great
content
is
built
around
an
as
the…
action-­‐
idea
as
the…

51. 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.

52. 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.

53. 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.

58. 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

59. Four
Peaks
show
DEBUTING
tonight!
fourpeakstv.com

63. Content
is
everywhere

64. 165,227
views
LESSONS?
1.
Be
quick
2.
Be
good
3.
Be
current

65. 38,000
Retweets
LESSONS?
1.
Be
quick
2.
Be
good
3.
Be
current

67. Thank
you
@hrhmedia
hrhmedia.com