Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands

THE DRAGONFLY EFFECT : ! H A R N E S S I N G S O C I A L M E D I A T O B U I L D B R A N D S! ANDY SMITH V O N A V O N A V E N T U R E S!THE DRAGONFLY EFFECT !

Observations §  People love to buy, but hate to be sold to! §  Trust in institutions has been shaken! §  The price point for considered purchase has lowered! §  Trend toward socialization of all media! §  Effective brand roles transitioning from advocacy to ambassadorship! !THE DRAGONFLY EFFECT !

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!THE DRAGONFLY EFFECT !

One goal: ! 20,000 South Asians!THE DRAGONFLY EFFECT !

HARNESSED SOCIAL MEDIA!THE DRAGONFLY EFFECT !

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

Executed, like CRAZY.!THE DRAGONFLY EFFECT !

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   Mass-Micro Brand! Mobilization! TV! Homes! Public Relations! Universities! Magazine! Temples! Posters! Corporate Drives! Newspapers! Clubs / Lounges! Telemarketing! Local Events! TRADITIONAL MEDIA! REGISTRATION!THE DRAGONFLY EFFECT ! 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 H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

The results in 11 weeks….!THE DRAGONFLY EFFECT !

470 bone marrow drives!THE DRAGONFLY EFFECT !

24,611 South Asians registered!THE DRAGONFLY EFFECT !

Sameer = 10/10 match!THE DRAGONFLY EFFECT !

PURPOSE…REVEALED! Of the 24,611 newly registered…! 266 lives ! were matched in one ! year alone.!THE DRAGONFLY EFFECT !

The Dragonﬂy Effect!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

The dragonﬂy is a symbol of happiness. Itʼs the only insect that can ﬂy in any direction when all four wings are beating in concert.!D E S IDRAGONFLY EFFECT ! !/THE G N I N G H A P P I N E S S © J E N N I F E R AA K E R !

The dragonﬂy effect: small acts can create big change. Happens when the core of the idea is deeply meaningful.!D E S IDRAGONFLY EFFECT ! !/THE G N I N G H A P P I N E S S © J E N N I F E R AA K E R !

Four principles, which if coordinated and operating at once, can produce disproportionate effects!D E S IDRAGONFLY EFFECT ! !/THE G N I N G H A P P I N E S S © J E N N I F E R AA K E R !

FOCUS! FOCUS!THE DRAGONFLY EFFECT !

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

FOCUSED ON A SINGLE GOAL! They did not try to sign up every single South Asian in Bay Area.! They did focus on getting 20,000 Indians into the registry.! Those who were well connected! Those who were parents! Those who could relate to Sameer and his story!THE DRAGONFLY EFFECT !

How can we create small focused goal! What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?!THE DRAGONFLY EFFECT !

FOCUS! FOCUS! Humanistic! Actionable! Testable! Clear! Happiness!THE DRAGONFLY EFFECT !

GRAB ATTENTION! FOCUS! GRAB ATTENTION!THE DRAGONFLY EFFECT !

This is designed to get somebody s attention. ! This is a hammer.! ! ! ! !! — Rep. Jason Watkins!THE DRAGONFLY EFFECT !

GRAB ATTENTION! FOCUS! GRAB ATTENTION! Personal  Unexpected! Visceral! Visual!THE DRAGONFLY EFFECT !

GRABBED ATTENTION! Remove barriers to help (possibly more important than encouraging action)! Varied media and varied asks Know a website that reaches South Asians? !THE DRAGONFLY EFFECT !

How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?!THE DRAGONFLY EFFECT !

ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE!THE DRAGONFLY EFFECT !

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

ENGAGED ! Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener!THE DRAGONFLY EFFECT !

ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! Tell a story! Empathize! Authenticity! Match media!THE DRAGONFLY EFFECT !

How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! What stories motivate employees, and are generated and spread by consumers?!THE DRAGONFLY EFFECT !

ENGAGE! FOCUS! GRAB ATTENTION! TAKE ACTION! ENGAGE!THE DRAGONFLY EFFECT !

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

ENABLED ACTION! Empowerment marketing - Are you ready to give up control?! Provide tools, templates Social change in a box! Act ﬁrst, then think! Power of a good campaign = others do things you don t expect!THE DRAGONFLY EFFECT !

ENGAGE! FOCUS! GRAB ATTENTION! TAKE ACTION! Easy! Fun! Tailored! ENGAGE! Open!THE DRAGONFLY EFFECT !

WHERE DOES THIS LEAVE US?! How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! How to enable action! What stories motivate How can we enable employees, and are generated employees and consumers – and spread by consumers?! arming them with tools and templates so that they can act?!THE DRAGONFLY EFFECT !

THE DRAGONFLY MODEL! FOCUS! GRAB ATTENTION! ENGAGE! TAKE ACTION!THE DRAGONFLY EFFECT !

Harnessing the Dragonﬂy to Engineer Virality!THE DRAGONFLY EFFECT !

DEFINITION OF VIRALITY! Think spread! Each outbreak begins with 1 person! Propagation is endogenous, self- sustaining! New infectious with each new generation!D E S IDRAGONFLY EFFECT ! !THE G N I N G H A P P I N E S S / © J E N N I F E R AA K E R !

VIRALITY MATH! Conventional marketing: conversions = probability of conversion x people exposed! Viral marketing: reproduction rate = transmission rate x people told! Must be > 1 to self-sustain !D E S IDRAGONFLY EFFECT ! !THE G N I N G H A P P I N E S S / © J E N N I F E R AA K E R !

VIRALITY MATH! Viral leverage comes from increasing transmission rate! Transmission rate: ! grab attention x engagement x ﬁt, ease, and fun of taking action! A day after Subversive Chicken site was launched, it had a million hits. A week later it had 20 million. !D E S IDRAGONFLY EFFECT ! !THE G N I N G H A P P I N E S S / © J E N N I F E R AA K E R !

COKE CASE STUDY THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !

THE CHALLENGE Need a way to build deeper connection with consumers especially teens to its ﬂagship Leverage digital media to connect globally THE DRAGONFLY EFFECT !

THE SOLUTION Viral digital marketing campaign on happiness 7 prototypes; $50K each Facebook apps Wallpaper Winner: Coke Happiness Machine THE DRAGONFLY EFFECT !

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

NIKE WE! CASE STUDY!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

THE CHALLENGE! We wanted to enable employees to give back easily, in their own way, then get out of their way. !   — Patrice Thramer,   Global Director Employee Marketplace, NIKE ! How can an employer facilitate meaningfulness?!THE DRAGONFLY EFFECT !

THE SOLUTION! PRIOR APPROACH! SOLUTION (NIKE WE)! 4 different employee Coordinated efforts via marketplaces with no a central employee central corporate portal (WE)Inspiration supportEmployee by giving talent, time, inspiration sessions voice and money to via star athletes! community efforts! Goal: Offer the community More than Money !THE DRAGONFLY EFFECT !

THE SOLUTION: WE PORTAL!Hands-on work Talk about Make monetary Volunteer withwith local philanthropic donations for specialized skillscommunities efforts via blogs, community e.g., provide freeand organizing twitter, etc. and efforts fully architectureresponse to comment on matched by designglobal disaster other people s company funds! consultancy forrelief! efforts! re-building Haiti!THE DRAGONFLY EFFECT !

THE RESULT! INTANGIBLE! TANGIBLE! Enhanced employee > 600 volunteering awareness, morale! opportunities ! Increased passion for work ! WE Giving - an additional 450 orgs! Better work-life balance! 5,000 Nike employees Better brand image via volunteered in 6 months positive PR! in 34 countries!THE DRAGONFLY EFFECT !

DISASTER RELIEF: MARYSVILLEELEMENTARY SCHOOL! FIRE DISASTER! RELIEF EFFORT! Nov 2009: Marysville Broadcast for help on WE Elementary School burned portal! down in ﬁre! 500 coats, backpacks ! No casualties but heavy material loss! Collaboration with local communities! NIKE s School Innovation Fund (NSIF) with $9M budget Cash donations! helps with relief efforts !THE DRAGONFLY EFFECT !

EGYPT CASE STUDY!THE DRAGONFLY EFFECT !

THE DRAGONFLY EFFECT !

To build brands that are authentic, to develop ideas that spread, and to harness social media…! !THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

  all you need to do is…!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

!GET FOCUSED!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

!GRAB ATTENTION!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

TELL A STORY!THE DRAGONFLY EFFECT !

ENABLE ACTION!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

WHAT S NEXT?  READ A GOOD BOOK!THE DRAGONFLY EFFECT !

THE DRAGONFLY EFFECT !

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Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands

by Andy Smith on Mar 31, 2011

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Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands — Presentation Transcript