Transmedia Stories Create Viewer Evolution

People want to consume media on their own time, in their own way, and interact with their own choices. During the 8 hours of only our second class of our Communication Leadership program at UW, we witnessed the evolution of the most exciting creation of today’s successful transmedia storytelling curated by Brent Freidman.

It’s mind-blowing to compare the history of getting the color television set to market back in the 1950’s to what YouTube was able to accomplish in less than 6 years including revenue sharing with more than 1 million content creators. More than 100 hours of video are uploaded to YouTube every minute and there are a billion unique viewers every month. Mobile markets are one large growing market we can invest into with the right strategy of engagement.

As I listened, I could not help but think of my own YouTube channels and the stories I yearn to tell. There is so much more to consider when crafting the experience for viewers because of their evolution. The idea that the viewer controls everything causes a paradigm shift. As our viewer evolves so must our engagement strategies. It is no longer create a story and deliver it. You must build in the strategy of engagement.

Create your story.
Build a universe worthy of devotion.
Remove the friction.
Enhance engagement.
Extend engagement.
Generate engagement and convert to network.
Commerce will come.

Engagement and teamwork are my themes for this period of my life because after the story is over, the relationship begins.

You cannot conceive a story without the strategy of engagement.

If I can capture your attention with my images, video, writings, tweeting, YouTube videos, Facebooking, blogging, stories and more through websites, tablets, mobile phones and devices not yet brought to market…if your attention is piqued, what am I going to do with it?

Jobs of our future are based on collaboration. John Chambers Keynote to MIT

After the story is over, the relationship begins. In the past I remember feeling overwhelmed and today I find myself 100% inspired.

Community. Network. Commerce.

The web of life.


Find Your Team & Play

Favorite quote from the day: I would have written less if I had more time. Mark Twain

The text messages started rolling in about 5:15 PM.

Seats are GREAT! We are waiting at the North entrance for you.

Husky Game Small

My friends along with 63,893 other fans only had one thing on their mind, football. They didn’t care that the interpersonal communication connections after class were some of the most important ones I could make at the end of an 8 hour day. The torrential downpour didn’t matter at the stadium, after all this is Seattle! I started having flashbacks. More than two decades ago my entire life changed when I took an advanced photo-journalism class at the University of Illinois with Brian Johnson. I didn’t own a camera because I couldn’t afford one, but he let me borrow an old Olympus camera and a couple lenses for class because he believed in me. This was the first photo-journalism class at U of I with Macintosh computers and Photoshop, years ahead of newspapers dumping dark rooms. Film of choice, black and white t-max 100, and inhaling fumes watching white paper under a red lamp turn into magic, my favorite pastime. We balanced our learning between shooting, editing, dark rooms and computers. I used a manually loaded film camera and manual lens, no auto focus, no auto features, and no Internet. The bonus of having only 3 people in class? Press passes to all the Big Ten football and basketball games. The first three years of my undergrad years was spent in the bleachers with a boda bag in hand, who would have thought as a senior I would be on the ten yard line photographing our star quarterback Jeff George?

And as we watched examples of independent filmmakers and media campaigns, I could not help but think of how important the engagement was to their success. My friend and colleague, Justin Bergeron, just finished, The United States of Football, a film bringing to light the link of brain injuries and concussions to America’s favorite sport. Every mother and father needs to see this film, and yet there are so many challenges to reaching an audience even with great names behind a project.

So during the course of the day I allowed myself to momentarily take note of just how far we have come with technology. To think my career started as a sports photo-journalist pushing and pulling plastic strips of film, to now an ocean advocate and underwater cinematographer sitting in a room with an iPad, iPhone, laptop, watching streaming video in real time on interactive screens discussing ways we need to harness our time together.

U out yet? 5:20 PM

Of course I was intrigued and wanted to see the 261 million dollar privately funded renovated Husky stadium, after all I know how much football bonds an entire University, not to mention the amount of revenue it creates. UW football team generates $33,919,639 dollars of which roughly $14 million is profit according to the Business of College Sports. Could you imagine if the media department could take such ownership to bring in that kind of revenue with a campaign? How much of UW’s football profit is spent on multi-media for the team or with community engagement? Why do we love sports? What is key to any successful media strategy? Engagement.

Are you here yet? 5:25

More important than anything to me is building the network with others.  The aha moment of the day happened when Brooke Shepard discussed how we went from pitch, to story, to engagement and shared his latest work with us and the challenge of the future for the Seattle Art Museum. What will the strategy of engagement be? What is your story? Who is your audience? How are you going to pay for your creativity? Making money is what makes the world go around…and even Seattle Art Museums’s biggest problem is not content or creation, it is getting the message out to the world through a platform and a network with limited funding. Non-profits are not the only companies struggling with these issues, it is also small businesses and large ones. We are in the wild, wild west on the web and even though there are successes, there are many failures.


As I stepped into the stadium just in time to watch the Huskies score another touchdown, the roar of the crowd blew me over and all I could hear were voices in my head. Two decades ago there were screens and scoreboards, televised games, and the scene of college football felt so familiar, but our terms of engagement have changed. Twenty years ago we used a wire service to transport photos and today fans use mobile devices with instantaneous sharing, interaction, and gratification. Things are speeding up so fast, I wonder what will the next two years hold? As I spent the next hour watching each of the teams on the field win and lose through each of the plays, I could not help but think how important a team is, the players, the coaches, the special teams, the practice, the game, and how important their fans are. I had just spent the past 8 hours in a room with 80 people who are now forming a team of which I am a player, and a huge fan as well. It’s exciting to belong to the Communication Leadership team, but more important is the commitment we have each made to play this game.

Transmedia Motivator

Transmedia Motivator & Network Engineer

Annie Crawley Cinematographer Sealion Channel IslandsMany people live within boundaries. I believe in the school of unbound thinking in which we are not bound by what is, but imagining what could be. Imagination drives innovation. The ocean taught me the unbelievable is real. Whatever dream we can conceive, we can make possible through hard work, education, and the connections we make.

Fourteen years ago these words transformed my life: Can you do more than what you are doing today? People with vision prosper. Embrace yourself and believe. Les Brown

I went back to my office, took a calculated risk and resigned from my job to pursue my dream career of becoming an underwater photographer and filmmaker. After selling my car, I purchased my underwater camera housings to embark on a journey of discovery. I documented great whites, hammerheads, humpback whales and grizzly bears. I studied cuttlefish, frogfish, manta rays and other weird and wacky creatures from the deep-sea. The more I traveled and documented, the more I realized the need to connect these experiences and my life’s journey with others.

Creating engaging content to unleash over transmedia platforms with a dynamic strategy to touch, move and inspire others into action excites me. I plan on fully investing into the art of discovering, developing and delivering compelling multi-media stories while strategically building a profitable network and community.

In Storyteller Uprising we learn a structured narrative draws people’s attention while a strategy of engagement convinces them to transact with us. Narrative and engagement equals intelligence, according to author Hanson R. Hosein.

As companies begin to merge their media and public relation departments into one, every organization needs to employ a professional storyteller to reach across existing and emerging markets.

As a transmedia motivator and network engineer I plan on harnessing innovation, entrepreneurship and community. What’s your story? Who is your audience? are the fundamental questions an organization needs to answer, yet according to Matt Bailey you must always focus on what makes your company money and measure your marketing against your primary goal. Creating and generating profits is the key to growing a business with a solid strategy.

As people talk they produce and reproduce culture. Through the process of communication reality is produced, maintained, repaired and transformed. Persons in conversation co-construct their own social worlds. I resonate with the Socio Cultural Tradition as described in The Communication Theory by Griffin, yet I do not buy into only one school of thought. I believe in the need to craft Rhetoric, the art of using all available means of persuasion, focusing on lines of argument, organization of ideas, language use and delivery in public speaking and the phenomenological traditions intentional analysis of everyday experience from the standpoint of the person living it; explores the possibility of understanding the experience of others.

I’m stepping into action by becoming an effective transmedia motivator and network engineer to understand how to use rhetoric to influence the experiences of others while developing and organizing ideas to create multi-media strategically placed deliverables. I believe we are formed through our sociocultural tradition. What we think affects what we say and do, yet because of education, social media, transmedia and the process of global communication outside of our own cultures we have the ability to transform others and inspire conscious leaders in our society. As I dive into the Communication Leadership program with my fellow 2013 Cohorts in the MCDM and MCCN programs, I’m looking forward to exchanging, exploring and purposefully playing together to achieve our goals and terms of engagement.

Underwater PHotography Made Easy enhanced eBook for the iPad by Annie CrawleyStaying on top of technology and publishing, my latest projects are available on the ibookstore® for the iPad®. Please comment and share with me articles, blogs, books, people, films and stories that excite you. Follow my company on twitter through @DiveImagination or my personal thoughts @AnnieCrawley

Hello World!

And a new blog begins. How can we build creative content to unleash over transmedia platforms with a dynamic strategy to touch, move and inspire others into action? What is your story? Who is your audience? How will you make a profit? Are you hoping for monetary success or to build a network and community? These are all questions I will explore as I dive into the Communication Leadership program with my fellow 2013 Cohorts in the MCDM and MCCN programs.

We are in the age of content overload where search engines filter messages we receive based on algorithms generated by our past preferences not necessarily based on the present or future. I’m hoping my muses will entice and excite you into action to comment, share, and interact with me.

During the next ten weeks I will be exploring communication with colleagues and mentors Hanson Hosein, Brent Freidman, and Lisa Coutu. The journey begins…