1.
Storyteller
Uprising
Oct
8
2013
Hanson R Hosein
hrhmedia.com
@hrhmedia

2.
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)

3.
My
program:
cl.uw.edu

4.
“The
balance
of
power
is
shi@ing
from
companies
to
the
networks
that
surround
them.”

5.
“You
are
leading
a
company,
but
you
are
also
leading
a
social
network.”

6.
Howard
Schultz:
fourpeakstv.com

7.
What
are
they
watching?

8.
What
are
we
sharing?

9.
More digital less TV

10.
More mobile less PC

11.
“Our
shared
stories
create
a
connection
to
others
that
builds
a
sense
of
belonging
to
a
particular
community.”
-­‐Daniel
Siegel

12.
Studio
3B
30
Rockefeller
Plaza
–
Summer
1997

13.
Somewhere
in
Israel
–
2000

14.
Canada
2002

15.
Live
from
Syria’s
border
with
Israel
–
Spring
2003

16.
Rogers,
Arkansas
–
June
2005

17.
The
story
that
changed
everything:
independentamerica.net

18.
Success:

19.
Degrees
of
engagement
cl.uw.edu

20.
“Winning
the
generaUon
game”
The
Economist

21.
Content

22.
“[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

23.
1.Use
content
to
build
brand
and
generate
inbound
leads.
-­‐Adobe
Quarterly
Trends
March
2013

24.
2.
Increase
social
media
effectiveness
to
stay
engaged
with
customers
or
prospects.
-­‐Adobe
Quarterly
Trends
March
2013

25.
3.
Increasing
conversion
rates
at
key
points
in
the
process.”
-­‐Adobe
Quarterly
Trends
March
2013

26.
Ford
Fiesta
Agents
2010:
Early
adopters

27.
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

28.
The
“digital
industrial
economy”
Source:
Gartner
October
2013

29.
How
do
we
persuade
someone
to
pay
attention
to
what
we
have
to
say?

30.
Once
they
notice
us,
how
do
we
keep
them
interested
enough
to
engage
in
some
sort
of
transaction?

31.
Give
them
a
reason
to
connect…

32.
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

33.
Stories
have
to
have
emotional
heart
and
resonance,
be
authentic,
insightful
and
truthful

34.
Stories
should
not
start
and
end
with
the
brand;
it
is
about
establishing
a
connecUon
to
the
outside
world

35.
action-­‐
idea
All
great
content
is
built
around
an
as
the…
as
the…

36.
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.

37.
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

38.
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.

39.
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.

40.
The Man Your Man Could Smell Like

41.
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.

42.
Old
Spice
Responses
Campaign

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.
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.

45.
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

46.
Jeff
Bezos
on
customer
innovaUon:
fourpeakstv.com

47.
Branded
content
at
its
best?
hdp://youtu.be/lUtnas5ScSE

48.
Or
a
cauUonary
tale…hdp://FunnyOrDie.com/m/8a32

49.
Yet
there’s
sUll
hope
hdp://youtu.be/faIFNkdq96U

50.
From
movie
to
movement:
hdp://youtu.be/Ul9c-­‐4dX4Hk

51.
From
movie
to
movement:
ImaginaUon
FoundaUon

52.
Content
is
everywhere

53.
165,227
views
LESSONS?
1.
Be
quick
2.
Be
good
3.
Be
current

54.
38,000
Retweets
LESSONS?
1.
Be
quick
2.
Be
good
3.
Be
current

55.
Thank
you
@hrhmedia
hrhmedia.com