Creating Infectious Action - Innovation Uncensored

T H E D R A G O N F L Y E F F E C T : H O W I D E A S T A K E F L I G H T
J E N N I F E R A A K E R S T A N F O R D U N I V E R S I T Y G S B

HOW DO WE CREATE INFECTIOUS ACTION?

I WAS SKEPTICAL.

MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008

connecting
networking
understanding
amazing
Social Media
fun
friends
innovative
powerful
sharing

demanding
inaccurate
loneliness
frivolity
Social Media
invasive
a lot of crap
dangerous
passing fad
wastage of time

CREATIVITY AND INNOVATION

USING SOCIAL MEDIA TO SAVE LIVES
ROBERT CHATWANI
The Dragonfly Effect

TWO FRIENDS,
DIAGNOSED WITH LEUKEMIA
SAMEER BHATIA, 32
Grew up in Seattle
My Co-Founder, roommate, best friend
Married Reena in 2006
Stanford undergrad, serial entrepreneur
Diagnosed May 2007
VINAY CHAKRAVARTHY, 28
Grew up in Fremont, CA
Married Rashmi in 2005
Berkeley undergrad, MD from BU
Diagnosed November 2006

US ESTIMATES – 2009
New cases: 44,790
Deaths: 21,870
Mortality: 49%

For many patients, the only cure is a bone marrow transplant, from a human donor.

FINDING A DONOR
Marrow infusions require a near perfect genetic match (10/10).

The highest probability lies in the same ethnic pool.

Non-profit that operates a bone marrow registry of 7.5 million individuals.

For European Americans, there is an 80% chance of finding a matched donor in the NMDP Registry.

Of the 7.5 MILLION registrants in the
U.S.,

20% are minorities.

But only 1% are South Asian.

So if you are South Asian…

your chances of finding a match are slim.

V E R Y S L I M

1 in 20,000

Sameer and Vinaydid not find matches that they desperately needed in the registry.

To make matters worse,

in India…
a country with more than 1 billion people

There was no
National Bone Marrow Registry
nothing

What to do?

Friends got together.

We all knew that we needed to do something.

What were our options?

Do nothing.

Do nothing.
Do something.

Do nothing.
Do something.
Do something SEISMIC.

THE CHALLENGE

THE CHALLENGE
We needed to move fast.

THE CHALLENGE
We needed to scale.

THE CHALLENGE
We needed to scale.
We could not fail.

Our simple answer…

If the odds were 1 in 20,000…

Then all we needed to do was…

hold bone marrow drives…

and register 20,000 South Asians.

And then we’ll find a match.

Just 1 problem.

We had a matter of weeks to get this done.

First, stay focused.

One goal:
20,000 South Asians

Dear Friends,

Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute Myelogenous Leukemia (AML), which is a cancer of the blood. He is in urgent need of a bone marrow transplant. Sameer is a Silicon Valley entrepreneur, is 31 years old, and got married last year. His diagnosis was confirmed just weeks ago and caught us all by surprise given that he has always been in peak condition.

Sameer, a Stanford alum, is known to many for his efforts in launching the American India Foundation, Project DOSTI, TiE (Chicago), a microfinance fund, and other causes focused on helping others. Now he urgently needs our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow transplant to sustain beyond the next few months.

Fortunately, you can help. Let’s use the power of the Net to save a life…something that couldn’t be done years ago, but is now possible.

Three Things You Can Do
(click here for more details online)

1. Please get registered.
Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you’re ever selected is VERY simple.

Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay (www.helpvinay.org) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help.

We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event.

2. Spread the word.
Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay.

Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives.

3. Learn more
To learn more, please visit http://www.nickmyers.com/helpsameer. The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of PiaAwal’s; please read about her successful fight against AML at www.matchpia.org.

Thank you for getting registered to help Sameer and Vinay win their fight against leukemia – and for helping others who may face blood cancers in the future.

Truly,

Robert

GOT ORGANIZED & FORMED TEAMS
TEAM VINAY
TEAM SAMEER
bridges
team lead
team lead
marketing
marketing
drive operations
drive operations
education
education
regional leads
regional leads

BUILD THE BRANDS
HelpSameer.org
HelpVinay.org

Executed, like CRAZY.

HELP SAMEER STRATEGY
SOCIAL MEDIA
EDUCATION
Widgets
Fliers
Blogs
How to Videos
Pledge Lists
Web Links
Viral Email
Literature
Video
Donor Orgs
Facebook
Celebrities
STRATEGY
AWARENESS
ACTION
Instant Brand
Mass-Micro Mobilization
TV
Homes
Public Relations
Universities
Magazine
Temples
Posters
Corporate Drives
Newspapers
Clubs / Lounges
Telemarketing
Local Events
TRADITIONAL MEDIA
REGISTRATION
http://www.helpsameer.org/strategy/

10 Simple Steps—You Can Do It!
Let’s find Sameer and Vinay a match! Hosting a bone marrow registration drive at work take some effort, but your drive can be a big success with the right planning and coordination. This playbook is designed to make it easy as possible for you. Since each company is organized differently, think of this as a general guide. The various steps are laid out in sequence, and sample emails are included for you customize for your own use. Replace the text in red with your own text.

The results in 11 weeks….

470 bone marrow drives

24,611 cheeks…
june
july
august

24,611 South Asians registered

Sameer = 10/10 match

Vinay = 8/10 match

SAMEER SHARED HIS STORY FROM THE HOSPITAL

Live each day as if it were your first
Dear Friends and Loved Ones,
I can’t stress to you how much I marvel at my blessed fortune every day, a fortune that all of you had a hand in creating.
If you look back at my earliest posts on this website, you’ll recall a newly-diagnosed leukemia patient needing a transplant from a grossly underrepresented and traditionally apathetic community. Along with Vinay, I challenged you all to step up and spread the work; to register and respond when called upon to save a life. I knew that this process was very unlikely to benefit me directly, but I had faith—and was convinced by Robert and others—that I had an opportunity to bring visibility to this issue to benefit future patients. This worked as hoped, and two other patients found matches through our drives. And the unimaginable happened: I also found a match through your efforts!
So who is to credit for this? Each and every one of you. It could have been your email that caused the donor to register. All of you stopped to think for a minute, “What if this was me or someone in my family?” and then did something as simple as sending an email to everyone you knew. This was Awareness Building, and was a crucial phase of your efforts. Others of you—many of whom I don’t even know but hope to seek out to thank in person one day—vested yourselves even deeper by organizing drives. You did this at your companies, your colleges, in your local communities, and at your temples of worship. And one of your actually won the luck of the draw and got to be my donor.
SAMEER BLOGGED PROLIFICALLY

So, what lessons did we learn?

1
Develop a clear goal.
There is elegance in simplicity.

2
Reverse the rules.
How might others might address the challenge? Do the opposite.

3
Tell a good (truthful) story.
Tell stories that connect on an emotional level.

4
Design for collaboration.
Enable others to contribute and choose their own weapon.

Sameer, relapsed within 3 months of his transplant.
He fought hard – but sadly, passed away in March 2008.

We celebrated his life by sharing his memorial service with the world.

Vinayhad a successful transplant, but then relapsed.
He underwent alternative drug treatments but, sadly, Vinaypassed away in June 2008.

Of the 24,611 newly registered…
266 people
were matched in one
year alone.

266
D E S I G N I N G H A P P I N E S S / © J E N N I F E R A A K E R

FINAL THOUGHTS…

Most revolutions are sparked by the actions of a few ordinary people.

Your biggest asset is a clear mind and a very large idea.

Find the ignition point, and light it.

What do I do now?

Could I water this?
What do I do now?

Would this story grow?
Could I water this?
What do I do now?

How would that make me feel?
Would this story grow?
Could I water this?
What do I do now?

HAPPY.

WHAT COULD WE DO TO HELP
QUICKLY
POWERFULLY
EFFECTIVELY

WHAT COULD WE DO TO HELP
QUICKLY
POWERFULLY
EFFECTIVELY
HARNESSING SOCIAL MEDIA

COLLECT STORIES.

SOCIAL
GOOD
Kiva
Charity:Water
Google
Facebook
Embrace
Twitter
Whole Foods
Tom’s Shoes
Groupon
Profounder
Gap
World of Good
Coke
Nike
Kahani Movement
eBay
PROFITS

SINGLE FOCUSED GOAL
Need a way to build deeper connection with consumers especially teens to its flagship
Leverage digital media to connect globally

DESIGN APPROACH
Viral digital marketing campaign on happiness
7 prototypes; $50K each
Facebook apps
Wallpaper
Winner:
Coke Happiness Machine

THE RESULT
SPEND:$50K
REACH:2 million in 2 weeks
Global: 50% viewers outside US
70% blog posts non-English
IMPACT:95% positive comments

What campaigns took flight vs. stay grounded?

Two surprising factors

A RECONSIDERED VIEW OF SOCIAL MEDIA
MEANING
DESPAIR.COM
DESPAIR.COM

Four activities were coordinated with precision, operating in sync

TELL A STORY

DRAGONFLY EFFECT: Small acts can create big change

When the core idea has deep meaning

When all four wings are coordinated.

FOCUS
FOCUS

To change the world, you have to get your head together first.
— Jimi Hendrix

FOCUSED ON A SINGLE GOAL
They did not try to sign up every single South Asian in Bay Area.
They on those who were well connected
Those who were parents
Those who could relate to Sameer and his story

FOCUS
FOCUS
Humanistic
Actionable
Testable
Clear
Happiness

GRAB ATTENTION
GRAB ATTENTION

This is designed to get somebody’s attention.
This is a hammer.
— Rep. Jason Watkins

GRAB ATTENTION
Made the ask personal and visceral.
And spoke in unexpected ways.

GRAB ATTENTION
GRAB ATTENTION
PersonalUnexpected
Visceral
Visual

ENGAGE
ENGAGE

Humans are not ideally set up to understand logic; they are set up to understand stories.
— Robert Schank, Cogntive Psychologist

ENGAGE
Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener

ENGAGE
ENGAGE
Tell a story
Empathize
Authenticity
Match media

ENABLE ACTION
ENABLE OTHERS TO TAKE ACTION

As we look ahead to the next century, leaders will be those who empower others.
— Bill Gates

ENABLE ACTION
Provide tools, templates Social change in a box
Act first, then think
Power of a good campaign = others do things you don’t expect

ENABLE ACTION
TAKE ACTION
Easy
Fun
Tailored
Open

THE DRAGONFLY MODEL
FOCUS
GRAB ATTENTION
ENGAGE
TAKE ACTION

DRAGONFLY EFFECT
FOCUS
Humanistic
Actionable
Testable
Clarity
Happiness

ENGAGE
Tell a story
Personally connect
Authenticity
Match the media
TAKE ACTION
Easy
Fun
Tailored
Open
GRAB ATTENTION
Personal
Unexpected
Visceral
Visualize

thank you
and special thanks to
Sameer and Vinay, Robert Chatwani, Purin Phanichphant, Joe Brown, Emily Ma, Barbara McCarthy, David Rogier, Jason Chua, Nicolae Halmaghi, Nick Myers, Renna Al-Yassini, Jayson McCauliff, Cassie Mogilner, Sep Kamvar, Anneke Jong, Mia Mabanta, Nancy Duarte, Oren and Justine Jacob, our TED dinner-ites, my parents,
Cooper, Devon, Tae Smith and Andy

http://www.dragonflyeffect.com	377
http://www.pixelsandpills.com	318
http://interactioninstitute.org	128
http://www.frombogotawithlove.com	30
http://paper.li	12
http://annie.collected.info	6
http://onceuponamanda.tumblr.com	6
http://www.mousespot.it	5
http://www.slideshare.net	3
http://getgoing.gostorego.com	2
http://www.mongodb.org	2
http://newsrivr.com	1
http://innova.educa.madrid.org	1
http://edgeperspectives.tumblr.com	1
http://www.emark.teicrete.gr	1
http://www.schoox.com	1
http://121presentation.com	1
http://translate.googleusercontent.com	1

Creating Infectious Action - Innovation Uncensored

by Andy Smith on May 10, 2011

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Creating Infectious Action - Innovation Uncensored — Presentation Transcript