The Dragonfly Effect


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The Dragonfly Effect

  1. 1. The Dragonfly Effect <br /> Quick, Effective, and Powerful Ways to Use<br /> Social Media to Drive Social Change<br />
  2. 2. Get to know the Authors <br />Authors are husband and wife<br />Andy Smith <br />Experienced tech marketer<br />Principal of Vonavona Ventures<br />Jennifer Aaker<br />Social psychologist and marketer <br />General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business <br />With Carlye Adler <br />
  3. 3. The Dragon Fly Effect <br />“To us, what we call the Dragonfly Effect is the elegance and efficacy of people who, through the passionate pursuit of their goals, discover that they can make a positive impact disproportionate to their resources.”<br />
  4. 4. Why a Dragonfly ?<br />
  5. 5. Only insect able to propel itself in any direction when its four wings are in harmony. <br />Small actions can produce big effects. <br />To reveal the everyday person that has made a difference by using social media.<br />
  6. 6. Happiness <br />
  7. 7. “the happiest people are those who have stopped chasing happiness and instead search for meaningfulness.” <br />Happiness can be contagious if one person is happy they can put someone else in a good mood, this is a emotional contagion.<br />Spending money on others influences happiness more than spending on oneself. <br />“The dragonfly has long been a symbol of happiness, new beginnings, and change across cultures.” <br />Through text messages Red Cross was able to raise more than $ 40 million for Haiti relief.<br />
  8. 8. The Dragonfly model<br />
  9. 9. The Wings …<br />Focus <br /> “Identify a single concrete and measurable goal”<br />Grab Attention<br /> “Make someone look” <br />Engage<br /> “Create personal connection”<br />Take Action <br /> “Enable and empower others to take action” <br />
  10. 10. Five Design Principles:<br />Focus<br />
  11. 11. Hatch ( Humanistic, actionable, Testable, clarity, Happiness)<br />Humanistic<br /> “Focus on understanding your audience rather than making assumptions about quick solutions” <br />Actionable <br /> “ Use short-term tactical micro goals to achieve long-term macro goals”<br />Testable <br /> “Before you launch, identify metrics that will help evaluate your progress and inform your actions”<br />Clarity <br /> “Keep your goal clear to increase your odds of success and generate momentum” <br />Happiness<br /> “Ensure that your goals are meaningful to you and your audience” <br />
  12. 12. Four Design Principles:<br />Grab Attention<br />
  13. 13. PUVV (Personal, Unexpected, visual , Visceral)<br />Personal <br /> “Create with a personal hook in mind”<br />Unexpected<br /> “ People like consuming and then sharing new information” <br />Visual <br /> “ Show, don’t tell”<br />Visceral <br /> “ Design your campaign so that it triggers the senses” <br />
  14. 14. Four Design Principles:<br />Engage<br />
  15. 15. TEAM ( Tell a Story, Empathize, Be authentic, match the Media) <br />Tell a Story<br /> “Find compelling, sticky stories to convey critical information”<br />Empathize<br /> “As you engage, let your audience engage you”<br />Be Authentic<br /> “ True passion is contagious”<br />Match the Media<br /> “ How and where we say something can be as important as what we say”<br />
  16. 16. Four Design Principles: <br />Take action<br />
  17. 17. Efto ( Easy, fun, tailored, open)<br />Easy<br /> “Make it easy for others to act”<br />Fun<br /> “ Consider game play, competition, humor, and rewards”<br />Tailored <br /> “ People gravitate to programs in which they perceive they are uniquely advantaged to have disproportionate impact”<br />Open<br /> “No one should have to ask permission to act”<br />
  18. 18. My Thoughts <br />
  19. 19. My Thoughts…<br />The review<br />Who Benefits <br />Loved the book, helped me to reinvent my photography business.<br />Intrigued me that I can conquer the social media world.<br />Inspires me to help others more. <br />Someone trying to spread the word about their cause.<br />Somebody small trying to create a big impact. <br />Aspiring entrepreneurs trying to touch the world.<br />
  20. 20. Citation<br />Aaker, Jennifer Lynn., Andy Smith, and Carlye Adler. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change. San Francisco: Jossey-Bass, 2010. Print. <br />The Authors | The Dragonfly Effect. Digital image. The Dragonfly Effect - Small Acts Create Big Change. Web. 18 June 2011. <>.<br />Dragonfly. Digital image. 101 Coloring Pages. Web. 18 June 2011. <>. <br />Dragonfly. Digital image. Rodney Hugheys. Web. 18 June 2011. <> <br />Happiness. Digital image. Think About. Web. 18 June 2011. <>.<br />