First

a commercial #CommLead

#hashtag

Today
9:00-10:45: HOSEIN Introduction to Comm Leadership (with FRIEDMAN, GIL MINER) -- the roots of the recipe. Syllabus discussion 10:45-11:00: Break 11:00-12:30: COUTU Dr. Why we need a theory of Communication as Comm Leaders (Dr. Lisa Coutu, Comm Lead faculty/Associate Director) 12:30-13:30: LUNCH (catered -- Odegaard) 1:30-3:30: MCGARRITY The Art and Science of Presentation (plus move into groups and do group exercise). Ad hoc break (Dr. Matt McGarrity, UW Communication faculty, Comm Lead public engagement advisor) 3:30-5:00: GUEST LECTURE: (Sandra Jackson-Dumont, Seattle Art Museum and Brooke Shepard Executive Creative Director, Weber Shandwick part-time Comm Lead faculty) on content, networks, engagement and communications challenges

The balance of power is shi2ing from companies to the networks that surround them.

When you lead a connected company, you are leading a network: a distributed control system that allows people and teams varying degrees of freedom to do their work as they see t.

A connected leader focuses not only on those who are inside the company, but also on the enBre ecosystem of partners, suppliers, customers and investors. We are all interconnected today, and our fates are in many ways bound together.

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

Howard Schultz: Leadership

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 Syrias border with Israel Spring 2003

Rogers, Arkansas June 2005

The story that changed everything

Success:

Degrees of engagement

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 eectiveness 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

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 inuencing 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 connecSon to the outside world

All great content is built around an as the

action- idea
as the

Its your core story, the essence, reduced to a simple few lines. It has a clear beginning, middle and end with an AcSon - or turning point - that sets the story in moSon. An eecBve one should be sucient to engage and move those who hear it, powerful enough that it can be expanded into a fully-edged storytelling campaign.

A boxer whos afraid hes a loser is oered a chance by the world champion to ght for the heavyweight championship, but must learn to believe in himself with the help of his lover before he can step into the ring.

A2er a twister transports a lonely Kansas girl to a magical land, she sets out on a dangerous journey to nd a wizard with the power to send her home.

lm

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 lm using these principles of storytelling and now run a graduate program built upon that foundation.

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 inuencers to take the Ford Fiesta on monthly missions for half a year, lm 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 Fords American showrooms.

An absurdly attractive man asks women if theyd like their partners to look like him. He confesses that this isnt possible. But if they can smell like him by using Old Spice Body Wash, the other desires these women crave could be fullled. This humorous focus, tied to a highly engaging online strategy raises product brand awareness.

The Man Your Man Could Smell Like

Challenge/ Success Insight Action Idea Assets Who and Where Sustain the story

Old Spice body wash has lost relevance among men. P&G wants to boost sales, increase word-of-mouth. These products are usually purchased by mens partners. An absurdly attractive man asks women if theyd like their A series of short commercial videos, destined for web and TV.
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.

Choose a number of commenters and respond directly to them using time-sensitive online videos.

Old Spice Responses Campaign

The head of one of the worlds 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 museums 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 museums 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 whats being said is inaccurate, which might have a negative eect on its recruiting eorts 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 inuencers. 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

Branded content at its best?

Or a cauSonary tale

KONY 2012: The Pandoras Box of Content

Yet theres sSll hope: Caines Arcade

From movie to movement: Caines Arcade

From movie to movement: Caines Arcade

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

SYLLABUS: Instructors
COM 546, Fall 2013 CANVAS: https://canvas.uw.edu/courses/847329 #CommLead546 Instructor of Record: Hanson Hosein http://www.linkedin.com/in/hansonhosein/ Adjunct Instructors Brent Friedman http://www.linkedin.com/pub/brent-friedman/4/342/72 Adriana Gil Miner http://www.linkedin.com/in/agilminer Office: Communications Building, Suite 251 Hours: By Appointment or by E-mail Contact: hrhmedia@uw.edu, brent.friedman@rainsparklabs.com

SYLLABUS: Course DescripSon

The connectivity revolution created by the Internet and mobile devices is changing the way humans interact, the way our professions and industries are organized, and the political face of the planet. The struggle to be heard is fierce, but being heard is no longer enough; successful engagement is often a deliberate interplay among the conveyance of relevant content, strategic listening, and dynamic conversation. Measurement also plays a key role in this equation, which helps to justify the effort and investment made in how we communicate, and determining how we can effectively sustain valuable relationships once we do connect. Ultimately, this new ecosystem supported by digital technologies, is challenging traditional social structures and institutional organizations, placing a higher premium on sometimes less formal, though often more powerful communities and networks. In this course, we will consider what it means to communicate through the creation of compelling content, in order to build and inspire the communities and networks necessary to engage during this historic time of chaos and change.

SYLLABUS: ObjecSves
After taking this course students will be able to: - Understand what it means to integrate content into an engagement strategy, in order to influence and persuade - Conceptualize an approach to launching and nurturing their own network, to sustain relationships inspired through content - Focus on the primacy of assessing the impact of engagement, ensuring that attention is kept and leads to a desired form of change - Apply a new set of useful skills intended to serve them during their time in the Comm Lead program, embodied in an online portfolio that will support their career development

SYLLABUS: Requirements
To earn credit for COM 546 and to avoid an "Incomplete:" Attend all classes except by prior notification and not to exceed one class session Arrive to all classes on time having carefully read the assigned texts Complete all assignments in a timely and professional manner Work collaboratively in assigned groups Provide peer-to-peer feedback for classmates Participate in class forums online, during class times, and in team meetings Complete the specific deliverables

SYLLABUS: Deliverable #3
Provide 5 unique Reflections for each of the 5 class sessions based on the lectures, readings and conversation (100-300 words). These are due 48 hours following the end of each Saturday session. Create a free WordPress.com site. Cut and paste your Action Idea from Deliverable #2 into your About page on the WordPress site. Post each Reflection to your WordPress.com site; feel free to curate any other content, ideas you have in separate posts. Wed like to encourage you to use this site as your public Comm Lead portfolio. Post your reflections to the Canvas Discussion thread, along with the specific WordPress URL for your post. We suggest you read anything your colleagues may have posted already and feel free to comment on them. A lot of learning and relationship-building occurs in these out-of-class threads.

SYLLABUS: Deliverable #4
You will be assigned to a pod of at least 7 other students. Each pod will be either overseen by Hanson or Brent. In this pod, you will take ownership of 40 minutes of class in one of the final two sessions (to be determined) on a specific challenge. In this HIGHLY ENGAGING presentation, you will: Define the issue, and further refine the context of the assigned scenario (the latter prepared in consultation with Brent or Hanson) Provide a sense of history of the issue Determine the current trends related to the issue Outline specific best practices that best respond to the challenge.

SYLLABUS: Deliverable #4 conSnued 1

During this 40-minute presentation (with no more than 140 characters of text per slide -- if you use slides) youll also lead the class in some sort of conversation or interaction. Your success with this deliverable will ultimately be measured by the quality of engagement with your audience in both what you present and how you engage them overall. This will be done so through a real-time smart device survey conducted through an SMS poll. Ultimately, a strong presentation will inspire, educate and take our collective thinking to the next level of the particular subject.

SYLLABUS: Deliverable #4 conSnued 2

Steps Meet with your Pod members. Initial discussion of the assigned subject, brainstorm approach. Consider Lynda.com module Leadership Fundamentals for guidance of working within the group. Consult with your assigned instructor (Hanson or Brent) as to your interpretation of the challenge, your approach, suggested reading(s). Based on this consultation, we will populate the syllabus final two sessions with your proposed lecture. Create presentation, share any advance materials with the class. Our librarian, Jessica Albano has created a research guide specifically for this assignment: http://guides.lib.washington.edu/mcdm2013 Present material, lead conversation in class. Following the presentation, the instructors will lead a conversation with the class regarding the subject itself, and also about the level of engagement during the presentation. Which content resonated? What didnt? Why? What have we learned to advance our understanding of the subject? Each pod member posts a distillation of the presentation (along with any attachments, links) to her/his WordPress site as a separate post.

SYLLABUS: Deliverable #5
Your end-of-class addendum to My Terms of Engagement. Write a short (1 paragraph to 1 page in Word-compatible format, single or double-spaced) note about the one item of content that moved you most throughout the class. Ideally, you would have already posted about this content to your WordPress site, so provide the URL to that post as well. Explain why it moved you and how it might relate to what you initially stated in "My Terms of Engagement." Post this final note to your WordPress site. Due November 26th by 11:59 p.m., uploaded to Canvas.

Session #2 10/12 Brent Friedman on Networks

SESSION OBJECTIVES The learning community will: - Explore evolution of networks from Stone Age through Information Age - Experiment with opportunities and challenges of engaging a network with content - Examine best industry practices in network cultivation and promotion SESSION REQUIREMENTS http://www.kk.org/newrules/selected_maxims.php http://www.goodreads.com/book/show/323068.Information_Rules (Chapter 6: Networks & Positive Feedback; how performance versus compatibility and openness versus control can work to ignite positive feedback.)

Session #2 10/12 Brent Friedman on Networks

Evolution of Networks, as viewed through Brents professional migration through networks: Linear Entertainment (biological), Non-Linear Interactive (web) Digital Mobile (cloud) Workshop Pt. 1: Crowdsourcing a creative problem Guest Lecturer TBD. Topic: The Power of Networks. Example by Manuel Lima as presented in this RSA video: http://www.youtube.com/watch?v=nJmGrNdJ5Gw Workshop Pt. 2: Crowdsourcing a creative problem (with a twist) Guest Lecturer: Jenna Seiden, Director of Distribution & Strategic Partnerships for Maker Studios; premier multi-channel entertainment network: http://www.makerstudios.com Topic: Building Community & Monetizing Networks

Session #3 10/26: Adriana Gil Miner on Data, Behavior

SESSION OBJECTIVES The learning community will: - Understand how digital media and networks produce a wealth of data and the impact to society - Grasp how measurement and awareness leads to behavior change - Understand principles of infographics (storytelling with data) The big opportunities and challenges of Big Data and Behavioral Change Designing for Behavioral Change Storytelling with Data SESSION REQUIREMENTS Designing to Incentivize, Nikki Pfarr, Artefact Privacy articles -Evgeny Morozov Information is Beautiful (more information to follow) Prior to class: Create a FREE account and log two weeks of data on Daytum

Session #3 10/26: Adriana Gil Miner on Data, Behavior

Lecture: The Big Question Workshop: Gamifying Participation (results presented in final two classes of group presentation?) Guest Lecture: The data business, Jay Al-Hashal Head of Mobile for Zillow (and MCDM 11) Debate: The Two Sides of Privacy Storytelling with Data (Guest: Designer TBC) Exercise: Quantified Self -- Create an infographic with you personal data from Wolfram Alpha FB or Daytum [Homework]; Conclusions