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

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Social media is not that

important.

Mission

Audience

NarrativeMedia

Feedback

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MISSIONAUDIENCE

NARRATIVEMEDIA

FEEDBACK

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Mission

What’s your mission?What do you want to accomplish?

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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.

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Audience

Who is your audience?What do they want to hear?

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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.

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Narrative

What is your narrative?What value will you add?

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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.”

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Sidebar

Is your narrative boring?

If so… you will never rise above the noise.

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Media

What media will tell your story?Will social media be helpful?

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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.

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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?

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Social media is not that

important.

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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

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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

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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

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Feedback

How do you modify your narrative

in response to audience feedback?

Mission

Audience

NarrativeMedia

Feedback

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