• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,107
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
9
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

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