IRD Social Media Summit: How to Tell Your Story (keynote)
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Transcript of IRD Social Media Summit: How to Tell Your Story (keynote)
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?
PHOTO GOES HERE
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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?
PHOTO GOES HERE
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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?
PHOTO GOES HERE
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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.
PHOTO GOES HERE
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Media
What media will tell your story?Will social media be helpful?
PHOTO GOES HERE
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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.
PHOTO GOES HERE
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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
PHOTO GOES HERE
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Feedback
How do you modify your narrative
in response to audience feedback?
Mission
Audience
NarrativeMedia
Feedback
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