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With the decline of traditional journalism, there’s an increased need for trusted information and content. This presents a huge opportunity to individuals, communities, companies and organizations. They can fill that void by telling their own multimedia stories and creating their own channels of distribution — thereby serving as trusted sources in their own right. That’s the “uprising” — people seizing control of communication by building ongoing credible connection through story and digital technology. Storyteller Uprising explains why this is now possible, and why you should harness the power of content in your own communication endeavors. Presented by Hanson Hosein, Director, Communication Leadership graduate program at the University of Washington, Host Four Peaks TV, President, HRH Media Group (www.hrhmedia.com) “A must-read for anyone trying to understand the changing world around us, especially anyone who’s got an idea, product or service to sell–which is anyone in any kind of business.” — Sree Sreenivasan, CNET (and Chief Digital Officer of Columbia University) “How to profit from the social media Storyteller Uprising“ “For anyone interested in media and how it’s being transformed by social media and the digital age, this is a must read. It will also give you unique perspective and things to think about, only possible from someone like Hanson Hosein who has such a fascinating background in traditional media, new media and also academia. It’s an easy read with important points on storytelling, how it’s changed due to technology but also how it’s stayed the same.” — Craig Kanalley, Senior Editor Huffington Post, “Great Read — Amazon.com review“
Citation preview
Storyteller Uprising Oct 8 2013
Hanson R Hosein hrhmedia.com @hrhmedia
Making the case for a Storyteller Uprising
1. It’s necessary (a/en0on is dying)
2. It’s already happening (best prac0ces, cau0onary tales)
3. You will be le@ behind (this is just the beginning)
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
“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 generaUon 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 connecUon to the outside world
action-‐idea
All great content is built around an as the…
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 ‘AcUon’ -‐ or turning point -‐ that sets the story in moUon. An effec0ve 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.
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.
film
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.
life
Ford wants to create buzz around its new subcompact car before it goes on sale in the United States. But its target demographic of young drivers don't get Ford, and see it as a stodgy company that makes pickup trucks. So Ford recruits 100 “influencers” to take the Ford Fiesta on monthly missions for half a year, film their experiences and share their content and impressions with their friends online. Word of mouth builds, guaranteeing the car is a hit as it hits Ford’s American showrooms.
An absurdly attractive man asks women if they’d like their partners to look like him. He confesses that this isn’t possible. But if they can smell like him by using Old Spice Body Wash, the other desires these women crave could be fulfilled. This humorous focus, tied to a highly engaging online strategy raises product brand awareness.
The Man Your Man Could Smell Like
Old Spice body wash has lost relevance among men. P&G wants to boost sales, increase word-‐of-‐mouth.
Challenge/Success
These products are usually purchased by men’s partners. Insight
“An absurdly attractive man asks women if they’d like their…” Action Idea
Assets
Online distribution Super Bowl weekend (when couples are together), followed by TV broadcast the day after the Super Bowl when people are searching online for event-‐related commercials: FB, YT, TW, blogs.
Who and Where
Choose a number of commenters and respond directly to them using time-‐sensitive online videos.
Sustain the story
A series of short commercial videos, destined for web and TV.
Old Spice Responses Campaign
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.
As social media becomes more popular, the Army realizes that online conversations are occurring and it has no formal mechanism to respond (let alone control those conversations). Some of what’s being said is inaccurate, which might have a negative effect on its recruiting efforts as well as on the general sentiment towards the organization. So, it opts to tell its own stories. The Army hopes to humanize its mission, as well as build trust and foster conversation among prospective recruits, and media influencers. It does so through the unvarnished stories of nearly 900 of its own soldiers through a blogging platform and short videos. Soldiers also interact with each other, all through www.armystrongstories.com.
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 Ne`lix’ House of Cards
Jeff Bezos on customer innovaUon: fourpeakstv.com
Branded content at its best? hdp://youtu.be/lUtnas5ScSE
Or a cauUonary tale…hdp://FunnyOrDie.com/m/8a32
Yet there’s sUll hope hdp://youtu.be/faIFNkdq96U
From movie to movement: hdp://youtu.be/Ul9c-‐4dX4Hk
From movie to movement: ImaginaUon FoundaUon
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
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