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“
3. 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)
30. “[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
31. 1.Use
content
to
build
brand
and
generate
inbound
leads.
-‐Adobe
Quarterly
Trends
March
2013
32. 2.
Increase
social
media
effectiveness
to
stay
engaged
with
customers
or
prospects.
-‐Adobe
Quarterly
Trends
March
2013
33. 3.
Increasing
conversion
rates
at
key
points
in
the
process.”
-‐Adobe
Quarterly
Trends
March
2013
36. 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
41. 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
42. Stories
have
to
have
emotional
heart
and
resonance,
be
authentic,
insightful
and
truthful
43. Stories
should
not
start
and
end
with
the
brand;
it
is
about
establishing
a
connecUon
to
the
outside
world
50. 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.
51. 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
52. 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.
53. 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.
55. 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.
57. 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.
59.
60. 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.
61.
62.
63.
64. 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
65. Jeff
Bezos
on
customer
innovaUon:
fourpeakstv.com