The Dragonfly Effect: Unlocking Social Media for Impact

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An extract of material originally presented at Cisco to the Forum for Women Entrepreneurs and Executives on The Dragonfly Effect, an approach to creating impact with social media.

http://www.fweande.org/index.cfm?fuseaction=Page.ViewPage&PageID=717

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  • Head off to the Marina Green and start a lemonade standAnd we don’t really believe in base hits in our family – everything has to be a single or a doubleSo it wasn’t just a lemonade stand. It was a….research study
  • The Dragonfly Effect: Unlocking Social Media for Impact

    1. 1. The Dragonfly Effect: <br />Unlocking Social Media for Impact<br />Andy Smith @kabbenbock + Jennifer Aaker @aaker<br />Dragonflyeffect.com<br />
    2. 2. What’s Coming Up<br />DEFINITION OF VIRALITY<br /><ul><li>Our marriage of happiness + technology
    3. 3. The story that changed everything: Robert Chatwani’s Using Social Media to Save Lives
    4. 4. Introduction to the Dragonfly Model
    5. 5. Harnessing the dragonfly to engineer virality
    6. 6. Case studies</li></ul>© Dragonfly Effect<br />
    7. 7. A Marriage of <br />Happiness + Technology<br />Jennifer<br />Jennifer’s never seen a cause she couldn’t champion. <br />
    8. 8. A Marriage of <br />Happiness + Technology<br />Andy<br />Andy’s never seen a problem for which they wasn’t a technology solution<br />
    9. 9. Two Mindsets<br />© Dragonfly Effect<br />
    10. 10. Two Mindsets<br />PC | APPLE Mindsets<br />
    11. 11. Using Social Media<br />to Save Lives<br />Created by: Robert Chatwani<br />
    12. 12. Two friends, diagnosed with Leukemia<br /><ul><li>Sameer Bhatia, 32
    13. 13. Grew up in Seattle
    14. 14. Co-Founder, prior roommate, best friend
    15. 15. Married Reena in 2006
    16. 16. Stanford undergrad, serial entrepreneur
    17. 17. Diagnosed May 2007
    18. 18. Vinay Chakravarthy, 28
    19. 19. Grew up in Fremont, CA
    20. 20. Married Rashmi in 2005
    21. 21. Berkeley undergrad, MD from Boston University
    22. 22. Diagnosed November 2006</li></li></ul><li>
    23. 23. Leukemia<br />Cancer that starts in blood-forming tissue such as the bone marrow and causes large numbers of blood cells to be produced and enter the bloodstream. <br />
    24. 24. US Estimates – 2009 <br />New cases: 44,790<br />Deaths: 21,870<br />
    25. 25. Range of treatments <br />Oral drugs<br />Cord blood transplant<br />Bone marrow transplant<br />Chemotherapy<br />Radiation<br />
    26. 26. Acute Myeloid Leukemia (AML)<br />
    27. 27. What is bone marrow?<br />Spongy tissue found inside of bones. Marrow produces the body’s white & red blood cells, and platelets. <br />
    28. 28. For many leukemia patients, the only cure is a bone marrow transplant, with marrow that comes from a donor.<br />
    29. 29. What is a marrow transplant?<br />Transplantation of donor blood stem cells derived from the bone marrow or bloodstream (most common approach).<br />
    30. 30. Finding a donor<br />Marrow infused into the patient requires a genetic match that is as perfect as possible (10/10 match parameters). <br />Highest probability exists within the same ethnic pool.<br />
    31. 31. Non-profit that operates a bone marrow registry of 7.5 million individuals. <br />
    32. 32. For Caucasians, there is an 80% chance of finding a matched donor in the NMDP registry. <br />
    33. 33. Of the 7.5 million registrants,<br />
    34. 34. 20% are minorities.<br />
    35. 35. But only 1% are South Asian.<br />
    36. 36. So if you are South Asian…<br />
    37. 37. your chances of finding a match are slim.<br />
    38. 38. Very slim. <br />
    39. 39. 1 in 20,000 <br />
    40. 40. Sameer and Vinay did not find matches that they desperately needed in the registry.<br />
    41. 41. To make matters worse…<br />
    42. 42. …in India, <br />
    43. 43. a country with more than 1 billion people<br />
    44. 44. There was no bone marrow registry.<br />nothing<br />
    45. 45. What to do?<br />
    46. 46. Friends got together.<br />
    47. 47. All of us were quite shocked about the news that two of our friends were struck with cancer.<br />
    48. 48. We all felt like we needed to do something. Anything.<br />
    49. 49. What were our options?<br />
    50. 50. Do nothing.<br />
    51. 51. Do nothing.<br />Do something.<br />
    52. 52. Do nothing<br />Do something<br />Do something SEISMIC<br />
    53. 53. Our simple answer…<br />
    54. 54. If the odds were 1 in 20,000…<br />
    55. 55. Then all we needed to do was…<br />
    56. 56. hold bone marrow drives…<br />
    57. 57. and register 20,000 South Asians.<br />
    58. 58. And then we’ll find a match.<br />
    59. 59. Just 1 problem.<br />
    60. 60. We had a matter of weeks to get this done.<br />
    61. 61. The Challenge<br />We needed to move fast<br />We needed scale<br />Failure was not an option<br />
    62. 62. First, think small, stay focused.<br />One goal: 20,000 individuals<br />
    63. 63. GET: Some structure to the chaos<br />Grab attention<br />Engage<br />Take action<br /><ul><li>Make message bold, crisp, & human
    64. 64. Funnel traffic to a single destination
    65. 65. Be personally meaningful
    66. 66. Clear call to action in all communication (K.I.S.S.)
    67. 67. Track metrics & collective impact
    68. 68. Use MANY channels</li></li></ul><li>Harness Social Media & Web 2.0<br />
    69. 69. Formed teams<br />Team Vinay<br />Team Sameer<br />bridges<br />team lead<br />team lead<br />marketing<br />marketing<br />drive operations<br />drive operations<br />education<br />education<br />regional leads<br />regional leads<br />
    70. 70. Built the brands<br />HelpSameer.org<br />HelpVinay.org<br />HelpSameerAndVinay.org<br />
    71. 71. Built the brands<br />HelpVinay.org<br />HelpSameer.org<br />
    72. 72. Executed, like CRAZY.<br />
    73. 73. How to Videos<br />Widgets<br />Blogs<br />Video<br />Fliers<br />Web Links<br />Viral Email<br />Pledge Lists<br />Literature<br />Donor Orgs<br />Facebook<br />Celebrities<br />Corporate Drives<br />Public Relations<br />Temples<br />Homes<br />Magazine<br />Telemarketing<br />TV<br />Clubs / Lounges<br />Universities<br />Newspapers<br />Local Events<br />Posters<br />Social Media<br />Education<br />STRATEGY<br />Instant Brand<br />Mass-Micro Mobilization<br />Traditional Media<br />Registration<br />AWARENESS<br />ACTION<br />http://www.helpsameer.org/strategy/<br />
    74. 74.
    75. 75.
    76. 76.
    77. 77.
    78. 78.
    79. 79. The Results – 12 weeks<br /><ul><li>470 bone marrow drives
    80. 80. 24,611 new people registered
    81. 81. About 3,500 volunteers
    82. 82. 1m+ media impressions
    83. 83. 150,000+ site visitors</li></li></ul><li>Goal achieved.<br /><ul><li>Sameer = 10/10 match.
    84. 84. Vinay = 8/10 match.
    85. 85. Transplants done Fall 2007.</li></li></ul><li>Sameer shared his story from the hospital.<br />
    86. 86. Both Sameer and Vinay blogged prolifically.<br />
    87. 87. Sameer even posted a video of his transplant on YouTube.<br />http://www.youtube.com/watch?v=2CG9fIYNf5A <br />
    88. 88. So, what lessons did we learn?<br />
    89. 89. 1. Develop a clear goal.<br />There is elegance in simplicity.<br />
    90. 90. 2. Act, then think. (Reverse the rules)<br />Maintain a deep bias for action. Resist the temptation to have a master plan before taking the first step.<br />
    91. 91. 3. Tell a good (truthful) story.<br />Tell stories to connect with human emotion. Develop the right voice, and strike a bond.<br />
    92. 92. 4. Design an architecture for collaboration.<br />Enable others to contribute - allow the army to self-enroll, and let soldiers to choose their own weapons.<br />
    93. 93. 5. Focus on empowerment marketing*<br />Empower people to market your organization and its cause. <br />* Sundeep Ahuja – http://thesunrising.com/empowerment-marketing/<br />
    94. 94. Update on Sameer<br /><ul><li>Our best friend, Sameer, relapsed within 3 months of his transplant
    95. 95. He fought hard – but sadly, passed away in March 2008</li></li></ul><li>
    96. 96. We celebrated his life by sharing his memorial service with the world.<br />
    97. 97. Live Global Webcast <br />200+ live global viewers<br />6,000+ views in first 7 weeks<br />6,000+ total views<br />
    98. 98. Vinay<br /><ul><li>Vinay had a successful transplant, but then relapsed
    99. 99. Underwent alternative drug treatments
    100. 100. Sadly, Vinay also passed away in June 2008</li></li></ul><li>Purpose…revealed.<br />Of the 24,000 new registered donors for Sameer & Vinay, 7,500+ were registered in the Bay Area.<br />From this 7,500+ the NMDP found ~ 80 new matches for other leukemia patients.<br />
    101. 101. Legacy…revealed.<br />Sameer & Vinay’s cause has potentially led to 250 lives saved in the past year alone.<br />
    102. 102. Final thoughts<br />
    103. 103. Most revolutions are sparked by the actions of a few ordinary people.<br />
    104. 104. Your biggest asset is a clear mind and a very large idea. <br />
    105. 105. Find the ignition point of a chain reaction, and go ignite it.<br />
    106. 106. How?<br />
    107. 107. THE DRAGONFLY MODEL<br />FOUR STEPS: FOCUS + GET<br />©The Dragonfly Effect<br />© Dragonfly Effect<br />
    108. 108. FOCUS<br />©The Dragonfly Effect<br />© Dragonfly Effect<br />
    109. 109. TEAM SAMEER <br />focused on a single goal: <br />20K South Asians registered<br />They did not try to sign up every single South Asian in the Bay Area.<br />They did focus on getting 20,000 Indians into the registry.<br />- Those who were well connected<br />- Those who were parents<br />- Those who could relate to Sameer and his story<br />© Dragonfly Effect<br />
    110. 110. STEP 1 FOCUS<br /><ul><li>Humanistic
    111. 111. Actionable
    112. 112. Testable
    113. 113. Clear</li></ul>© Dragonfly Effect<br />
    114. 114. GRAB ATTENTION<br />©The Dragonfly Effect<br />© Dragonfly Effect<br />
    115. 115. TEAM SAMEER <br />grabbed attention, building an instant brand<br />Remove barriers to help (possibly more important than encouraging action)<br />Varied media and varied asks<br />“Know a website that reaches South Asians? Ask them to post links to upcoming drives.”<br />© Dragonfly Effect<br />
    116. 116. STEP 2GRAB ATTENTION<br /><ul><li>Personal
    117. 117. Unexpected
    118. 118. Visceral
    119. 119. Visual</li></ul>©The Dragonfly Effect<br />© Dragonfly Effect<br />
    120. 120. © Dragonfly Effect<br />ENGAGE<br />©The Dragonfly Effect<br />
    121. 121. TEAM SAMEER <br />engaged by speaking authenticity and telling a story, personally connecting with the listener<br />© Dragonfly Effect<br />
    122. 122. STEP 3ENGAGE<br /><ul><li>Tell a story
    123. 123. Authenticity
    124. 124. Empathize, connect
    125. 125. Match the media</li></ul>©The Dragonfly Effect<br />© Dragonfly Effect<br />
    126. 126. TAKE ACTION<br />©The Dragonfly Effect<br />© Dragonfly Effect<br />
    127. 127. TEAM SAMEER <br />enabled action, giving their volunteers the tools to act.<br />Empowerment marketing: Are you ready to give up control?<br />Social change in a box: grab-able templates and tools<br />Act first, then think: Abandon, move one, abandon, move on<br />Power of a good campaign = others do things you don’t expect<br />© Dragonfly Effect<br />
    128. 128. STEP 4TAKE ACTION<br /><ul><li>Easy
    129. 129. Fun
    130. 130. Tailored
    131. 131. Open</li></ul>©The Dragonfly Effect<br />© Dragonfly Effect<br />
    132. 132. FOCUS<br />GRAB ATTENTION<br />© Dragonfly Effect<br />TAKE ACTION<br />ENGAGE<br />©The Dragonfly Effect<br />
    133. 133. FOCUS<br />GRAB ATTENTION<br />© Dragonfly Effect<br />ENGAGE<br />TAKE ACTION<br />©The Dragonfly Effect<br />
    134. 134. The Dragonfly Effect<br />ENGAGE:<br />Tell a story <br />Authenticity <br />Empathize, connect <br />Match the media<br />TAKE ACTION:<br />Easy <br />Fun <br />Tailored <br />Open<br />FOCUS: Humanistic<br />Actionable <br />Testable <br />Clarity <br />Happiness <br /> <br />GRAB ATTENTION:<br />Personal <br />Unexpected<br />Visceral <br />Visualize<br />© Dragonfly Effect<br />
    135. 135. NIKE WECase Study<br />© Dragonfly Effect<br />
    136. 136. The Challenge<br />How can an employer facilitate meaningfulness?<br />“We wanted to enable employees to give back easily, in their own way, then get out of their way.”<br />— Patrice Thramer, Global Director Employee MarketplaceNIKE <br />© Dragonfly Effect<br />
    137. 137. The Solution<br />Solution (Nike WE)<br />Prior approach<br /><ul><li>4 different employee marketplaces with no corporate support
    138. 138. Employee inspiration sessions via star athletes
    139. 139. Coordinated efforts via a central employee portal (WE)
    140. 140. Inspiration by giving talent, time, voice and moneyto community efforts</li></ul>© Dragonfly Effect<br />Goal: Offer the community “More than Money”<br />
    141. 141. VISION: The WE intranet portal<br />THE SOLUTION: WE Portal<br />Hands-on work with local communities and organizing response to global disaster relief<br />Talk about philanthropic efforts via blogs, twitter, etc. and comment on other people’s efforts<br />Make monetary donations for community efforts fully matched by company funds<br />Volunteer with specialized skills e.g., provide free architecture design consultancy for re-building Haiti<br />© Dragonfly Effect<br />
    142. 142. The Result<br />Intangible<br />Tangible<br /><ul><li>Over 600 volunteering opportunities posted on WE
    143. 143. WE Giving has an additional 450 organizations
    144. 144. 5,000 Nike employees volunteered in 7 months in 34 countries
    145. 145. Increased employee awareness and morale
    146. 146. Increased passion for work and better work-life balance
    147. 147. Better brand image via positive PR</li></ul>© Dragonfly Effect<br />
    148. 148. Disaster Relief: Marysville Elementary School<br />Fire Disaster<br /><ul><li>Nov 2009: Marysville Elementary near Nike’s Beaverton center burned down
    149. 149. No casualties but heavy material loss
    150. 150. NIKE’sSchool Innovation Fund (NSIF) with $9M budget helps with relief efforts </li></ul>Relief Effort<br /><ul><li>Broadcast for help on WE portal
    151. 151. 500 coats, backpacks filled with supplies provided
    152. 152. Collaboration with local communities
    153. 153. Cash donations</li></li></ul><li>C&D’s LEMONADE Case Study<br />© Dragonfly Effect<br />
    154. 154. The Challenge<br /><ul><li>Getting our children to connect to meaning, responsibility - a simple cause.
    155. 155. Giving them the belief that they can make a difference
    156. 156. And foster creativity along the way</li></ul>© Dragonfly Effect<br />
    157. 157. The Solution<br />Mogilner and Aaker (2010)<br />
    158. 158. Lemonade Stand Study<br />Manipulation<br />Dependent variables<br />% of passersby who purchased<br />Willingness to pay ($1-$3)<br />)<br />Time<br />Money<br />Control<br />© Dragonfly Effect<br />Mogilner and Aaker (2010)<br />
    159. 159. Results: Who Buys?<br />© Dragonfly Effect<br />Of the 391 passersby, 40 stopped to buy<br />Mogilner and Aaker (2010)<br />
    160. 160. Results: What Do They Donate?<br />© Dragonfly Effect<br />And they paid nearly twice as much<br />Mogilner and Aaker (2010)<br />
    161. 161. Inspiration for <br />The Dragonfly Effect<br />

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