The Dragonfly Effect“Small Acts Create Big Change”
The Book• Written by Jennifer Aaker• Published in September 2010• Quick, effective, and powerful ways to use social media to drive social change• Definitely not “slacktivism”• Ripple effect / “emotional contagion”
The Dragonfly• “…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.”• The dragonfly has four parts: • Wing 1: Focus • Wing 2: Grab Attention • Wing 3: Engage • Wing 4: Take Action
The Heart• What does your campaign represent?• Your campaign should embody the heart and soul of the concept, person, or organization you are trying to help.• The heart/body of the dragonfly is what holds it all together.
Wing 2: Grab Attention• Stickiness factor• Four design principles • Get personal • Deliver the unexpected • Visualize your message • Make a visceral connection
Wing 3: Engageof engaging campaigns• Key characteristics• Four design principles (TEAM) • Tell a story • Empathize • Be authentic • Match the media• Ex: Kiva
Wing 4: Take Action• Call of action• Four design principles • Make it easy • Make it fun • Tailor • Be open• Ex: Alex’s Lemonade Stand for Action
Onward and Upward• Last minute tips: • Create social good • Remain motivated to pursuing your goals • Revolutions often start with simple ideas and ordinary people • You can’t change the world overnight, but…