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Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
Dragonfly Effect Presentation
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Dragonfly Effect Presentation

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Presentation for social media class

Presentation for social media class

Published in: Business, Technology
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  • 1. The Dragonfly Effect! “Small  Acts  Create  Big  Change”  
  • 2. The Book!•  Wri5en  by  Jennifer  Aaker    •  Published  in  September  2010  •  Quick,  effecEve,  and  powerful  ways  to  use   social  media  to  drive  social  change  •  Definitely  not  “slackEvism”  •  Ripple  effect  /  “emoEonal  contagion”  
  • 3. The Dragonfly!•  “…the  elegance  and  efficacy  of  people  who,   through  the  passionate  pursuit  of  their  goals,   discover  that  they  can  make  a  posi;ve  impact   dispropor;onate  to  their  resources.”  •  The  dragonfly  has  four  parts:   •  Wing  1:  Focus   •  Wing  2:  Grab  A5enEon   •  Wing  3:  Engage   •  Wing  4:  Take  AcEon    
  • 4. The Heart!
  • 5. Wing 1: Focus!•  Five  design  principles  (HATCH)   •  HumanisEc   •  AcEonable   •  Testable   •  Clarity   •  Happiness  •  Ex:  Obama’s  2008  campaign  
  • 6. Wing 2: ! Grab Attention!•  SEckiness  factor  •  Four  design  principles   •  Get  personal   •  Deliver  the  unexpected   •  Visualize  your  message   •  Make  a  visceral  connecEon  
  • 7. Wing 3: Engage!•  Key  characterisEcs  of  engaging  campaigns  •  Four  design  principles  (TEAM)   •  Tell  a  story   •  Empathize   •  Be  authenEc   •  Match  the  media  •     Ex:  Kiva  
  • 8. Wing 4: ! Take Action!•  Call  of  acEon  •  Four  design  principles  (TEAM)   •  Make  it  easy   •  Make  it  fun   •  Tailor   •  Be  open  •  Ex:  Alex’s  Lemonade  Stand  for  AcEon  
  • 9. Onward and ! Upward!•  Last  minute  Eps:   •  Create  social  good     •  Remain  moEvated  to  pursuing  your  goals   •  RevoluEons  oaen  start  with  simple  ideas   and  ordinary  people   •  You  can’t  change  the  world  overnight,   but…  
  • 10. Questions?!

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