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@suredoc

Keith Anderson: Narrate This

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©2011 Keith Anderson / mkanderson.com / @suredoc 2

Just who do I think I am?

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©2011 Keith Anderson / mkanderson.com / @suredoc 3

Truth To

Power

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©2011 Keith Anderson / mkanderson.com / @suredoc 4

PowerNot Truth

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©2011 Keith Anderson / mkanderson.com / @suredoc 5

The NarrativeThe story you tell about yourself

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©2011 Keith Anderson / mkanderson.com / @suredoc 6

The Narrative

Deliberate

The story you tell about yourself

Designed

Strategic

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©2011 Keith Anderson / mkanderson.com / @suredoc 7

“The Conversation”What marketing jerks call social media

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©2011 Keith Anderson / mkanderson.com / @suredoc 8

“The Conversation”What marketing jerks call social media There is no single

conversation;humans don’t work that way

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©2011 Keith Anderson / mkanderson.com / @suredoc 9

Evolution NOT RevolutionHumans are naturally communicative;global communication was inevitable

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©2011 Keith Anderson / mkanderson.com / @suredoc 10

Discourse CommunitiesGroups of people talking and/or writing about topics they have in common

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©2011 Keith Anderson / mkanderson.com / @suredoc 11

The Illusion of ControlMarketing & PR promises control of “the conversation”, but that’s the impossible dream

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©2011 Keith Anderson / mkanderson.com / @suredoc 12

Culture

There is no such thing as a cultural vacuum; culture exists even if you ignore it

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©2011 Keith Anderson / mkanderson.com / @suredoc 13

Harley Davidson

From Hell’s Angels to mega churches

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©2011 Keith Anderson / mkanderson.com / @suredoc 14

Domino’s Pizza

Of cardboard and honesty

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©2011 Keith Anderson / mkanderson.com / @suredoc 15

Martin Luther King, Jr.

Cultural and social changes are possible with words

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©2011 Keith Anderson / mkanderson.com / @suredoc 16

Narrative Toolkit

Self Awareness

Content Strategy

Old School Tools

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©2011 Keith Anderson / mkanderson.com / @suredoc 17

Self Awareness

Become aware of what you say, who you say it to, and how you say it

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©2011 Keith Anderson / mkanderson.com / @suredoc 18

Content Strategy

Content is not copywriting

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©2011 Keith Anderson / mkanderson.com / @suredoc 19

Old School Tools

Say What You Do; Do What You Say (Write a plan)

Style Guides (Consistency is one of the most admirable of qualities)

Templates

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©2011 Keith Anderson / mkanderson.com / @suredoc 20

Q & A

Axe Me