Presentation

1,935 views
1,972 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,935
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Presentation

  1. 1. The Dragonfly Effect“Small Acts Create Big Change”
  2. 2. 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”
  3. 3. 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
  4. 4. 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.
  5. 5. Wing 1: Focus• Five design principles (HATCH) • Humanistic • Actionable • Testable • Clarity • Happiness• Ex: Obama’s 2008 campaign
  6. 6. Wing 2: Grab Attention• Stickiness factor• Four design principles • Get personal • Deliver the unexpected • Visualize your message • Make a visceral connection
  7. 7. Wing 3: Engageof engaging campaigns• Key characteristics• Four design principles (TEAM) • Tell a story • Empathize • Be authentic • Match the media• Ex: Kiva
  8. 8. 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
  9. 9. 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…
  10. 10. Questions?

×