presentation by Dr. Mark Drapeau, Microsoft

1. How To Tell Your Story Mark DrapeauDirector, Innovative Social EngagementMicrosoft U.S. Public Sector

2. Social media is not thatimportant. 2

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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?

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