How To Tell Your Story <br />Mark DrapeauDirector, Innovative Social EngagementMicrosoft U.S. Public Sector<br />
Social media is not thatimportant.<br />2<br />
3<br />
MISSIONAUDIENCENARRATIVEMEDIAFEEDBACK<br />4<br />
Mission<br />5<br />What’s your mission?<br />What do you want to accomplish?<br />
Mission (examples)<br />Build on existing business and move into new niches / areas / contracts.<br />Rebrand “humanitaria...
Audience<br />7<br />Who is your audience?What do they want to hear?<br />
Audience (examples)<br />Government staffs who give out contracts, nonprofits giving out grants.<br />Thought leaders on t...
Narrative<br />9<br />What is your narrative?What value will you add?<br />
Narrative (examples)<br />“We’ve done great work in The Congo, we want to do more in [country X], too.”<br />“We are the l...
Sidebar<br />11<br />Is your narrative boring?If so… you will never rise above the noise.<br />
Media<br />12<br />What media will tell your story?Will socialmedia be helpful?<br />
Media (examples)<br />Social media is important, but most media is still not social!<br />OWNED:  Build a website. <br />B...
MEDIA (examples)<br />Remember your audience and narrative!<br />If you’re talking to USAID employees, what media do they ...
Social media is not thatimportant.<br />15<br />
Mark at Microsoft (example)<br />The Real Offices of DC<br />AUDIENCE – potential Office 2010 customers<br />NARRATIVE – H...
Mark at Microsoft (example 2)<br />NYC Marathon for Robin Hood Foundation<br />AUDIENCE – urban teens in NY<br />NARRATIVE...
Mark at Microsoft (example 3)<br />Geek to Chic<br />AUDIENCE – DC-based public sector elites<br />NARRATIVE – We’re using...
Feedback<br />19<br />How do you modify your narrative in response to audience feedback?<br />
20<br />
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IRD Social Media Summit: How to Tell Your Story (keynote)

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IRD Social Media Summit: How to Tell Your Story (keynote)

  1. 1. How To Tell Your Story <br />Mark DrapeauDirector, Innovative Social EngagementMicrosoft U.S. Public Sector<br />
  2. 2. Social media is not thatimportant.<br />2<br />
  3. 3. 3<br />
  4. 4. MISSIONAUDIENCENARRATIVEMEDIAFEEDBACK<br />4<br />
  5. 5. Mission<br />5<br />What’s your mission?<br />What do you want to accomplish?<br />
  6. 6. Mission (examples)<br />Build on existing business and move into new niches / areas / contracts.<br />Rebrand “humanitarian” business as an “innovative development” firm.<br />Conduct better B2B networking to find future partners to fuel growth.<br />6<br />
  7. 7. Audience<br />7<br />Who is your audience?What do they want to hear?<br />
  8. 8. Audience (examples)<br />Government staffs who give out contracts, nonprofits giving out grants.<br />Thought leaders on the cutting edge of international development.<br />Small and medium sized development organizations doing well, with room to grow.<br />8<br />
  9. 9. Narrative<br />9<br />What is your narrative?What value will you add?<br />
  10. 10. Narrative (examples)<br />“We’ve done great work in The Congo, we want to do more in [country X], too.”<br />“We are the leading thinkers and doers in innovative development work.”<br />“We understand the Middle East and Africa well; help us understand Indonesia.”<br />10<br />
  11. 11. Sidebar<br />11<br />Is your narrative boring?If so… you will never rise above the noise.<br />
  12. 12. Media<br />12<br />What media will tell your story?Will socialmedia be helpful?<br />
  13. 13. Media (examples)<br />Social media is important, but most media is still not social!<br />OWNED: Build a website. <br />BOUGHT: Buy Economist ad.<br />EARNED: People blog about you.<br />13<br />
  14. 14. MEDIA (examples)<br />Remember your audience and narrative!<br />If you’re talking to USAID employees, what media do they use?<br />If you’re talking to hip development thought leaders, what media do they use?<br />If you’re talking to other organizations like yours, what media do they use?<br />14<br />
  15. 15. Social media is not thatimportant.<br />15<br />
  16. 16. Mark at Microsoft (example)<br />The Real Offices of DC<br />AUDIENCE – potential Office 2010 customers<br />NARRATIVE – Highlighting innovative offices to raise awareness of our innovative Office 2010<br />MEDIA – blogging, photos, videos, party finale<br />16<br />
  17. 17. Mark at Microsoft (example 2)<br />NYC Marathon for Robin Hood Foundation<br />AUDIENCE – urban teens in NY<br />NARRATIVE – Microsoft supports fitness and healthy communities<br />MEDIA – web hub, texting, maps, tweets<br />17<br />
  18. 18. Mark at Microsoft (example 3)<br />Geek to Chic<br />AUDIENCE – DC-based public sector elites<br />NARRATIVE – We’re using innovative methods to help good causes<br />MEDIA – glossy magazines, fashion bloggers, live tweeting, our own blog with exclusive photos<br />18<br />
  19. 19. Feedback<br />19<br />How do you modify your narrative in response to audience feedback?<br />
  20. 20. 20<br />
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