THE DRAGONFLY EFFECT A  SOCIAL  MEDIA  LOVE  STORY AND INSIGHTS ON HAPPINESS JENNIFER AAKER Stanford Business School The D...
Happiness and meaning
Social media
I was  skeptical .
THE DRAGONFLY EFFECT  FIRST, SOME BACKGROUND
MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008
Social Media networking powerful understanding amazing fun innovative friends sharing connecting
Social Media inaccurate passing fad dangerous frivolous invasive time suck lonely wastage of time demanding
CREATIVITY  AND  INNOVATION
USING SOCIAL MEDIA TO SAVE LIVES  ROBERT CHATWANI THE DRAGONFLY EFFECT
Sameer
SAMEER BHATIA, 32 Grew up in Seattle Co-Founder, roommate, best friend Married Reena in 2006 Stanford undergrad, serial en...
US ESTIMATES – 2009  New cases: 44,790 Deaths:  21,870 Mortality: 49%
For many patients,  the only cure is a  bone marrow transplant,  from a human donor.
FINDING A DONOR  Marrow infusions require a near perfect genetic match (10/10).
The highest probability lies  in the same ethnic pool.
Non-profit that operates a bone marrow registry of 7.5 million individuals.
For European Americans, there is an  80% chance  of finding a matched donor in the NMDP Registry.
Of the  7.5 MILLION  registrants in the U.S.,
20%  are minorities.
But only  1%  are  South Asian.
So if you are  South Asian…
your chances of finding a match are  slim .
V E R Y  S L I M
1  in 20,000
Sameer and Vinay  did not find  matches that they desperately needed in the registry.
To make matters worse,
in India… a country with more than  1 billion  people
nothing There was no National Bone Marrow Registry
What to do?
Friends got together.
We all knew that  we needed to  do something.
What were our options?
Do nothing.
Do nothing. Do something.
Do nothing. Do something. Do something  SEISMIC .
THE CHALLENGE
THE CHALLENGE We needed to move fast.
THE CHALLENGE We needed to move fast. We needed to scale.
THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.
Our simple answer…
If the odds were  1 in 20,000…
Then all we needed to do was…
hold bone marrow drives…
and register  20,000  South Asians.
And then we’ ll find a match.
Just  1  problem.
We had a matter of  weeks  to get this done.
First stay focused.
One goal:  20,000  South Asians
Dear Friends,   Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute Myelogen...
 
GOT ORGANIZED & FORMED TEAMS TEAM VINAY TEAM SAMEER team lead marketing drive operations education regional leads team lea...
HelpSameer.org HelpVinay.org BUILD THE BRANDS
Executed, like  CRAZY.
http://www.helpsameer.org/strategy/ STRATEGY Instant  Brand Mass-Micro Mobilization HELP SAMEER STRATEGY SOCIAL MEDIA EDUC...
10 Simple Steps—You Can Do It! Let ’s find Sameer and Vinay a match!  Hosting a bone marrow registration drive at work tak...
 
 
The results in  11  weeks….
470  bone marrow drives
24,611  South Asians registered
Sameer =  10/10  match
Vinay =  8/10  match
Sameer shared his story from the hospital…
 
 
So, what lessons did we learn?
Develop a clear goal. There is elegance in simplicity. 1
Reverse the rules.  How might others might address the challenge? Do the opposite.  2
Tell a good (truthful) story.  Tell stories that connect on an emotional level.  3
Design for collaboration. Enable others to contribute and choose their own weapon. 4
Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.
 
We celebrated his life by sharing his memorial service with the world.
 
Vinay had a successful transplant, but then relapsed.  He underwent alternative drug treatments but, sadly, Vinay passed a...
Of  the 24,611  newly registered Purpose Revealed people were matched in  1 year  alone.
immediate match!
FINAL THOUGHTS…
Most revolutions are sparked by the actions of a few ordinary people.
Your biggest asset is a clear mind and a very large idea.
Find the ignition point, and light it.
What do I do now? THE DRAGONFLY EFFECT
What do I do now? Could I water this? THE DRAGONFLY EFFECT
What do I do now? Could I water this? Would this story grow? THE DRAGONFLY EFFECT
What do I do now? Could I water this? Would this story grow? How would that make me feel? THE DRAGONFLY EFFECT
Happy.
What could we do to help quickly effectively powerfully
What could we do to help quickly effectively powerfully harnessing  social media
Collect  stories .
SOCIAL  GOOD PROFITS <ul><li>Cookpad </li></ul><ul><li>World of Good </li></ul><ul><li>Kiva </li></ul><ul><li>Charity:Wate...
What campaigns  took flight  vs. stay grounded?
Four activities were coordinated with precision ,  operating  in sync . One surprising commonality
FOCUSED ON  A SINGLE  GOAL
REVERSED  RULES
TOLD A  STORY
ENABLED  OTHERS  TO  ACT
 
Focus
To change the world, you have to get your head together first. JIMI HENDRIX
FOCUSED ON A SINGLE GOAL They did not try to sign up every single South Asian in the Bay Area. They on those who were  wel...
Humanistic Actionable Testable Clear Happiness
Grab Attention
This is designed to get sombody’s attention. This is a hammer. REP. JASON WATKINS
Make the ask  personal  visceral And speak in  unexpected  ways. GRAB ATTENTION
Personal Unexpected Visceral Visual
Engage
Humans are not ideally set up to understand logic; they are set up to understand stories. ROBERT SCHANK Cognitive Psycholo...
Speak  authentically Telling a  story  Personally  connecting ENGAGE
Tell a story Empathize Authenticity Match Media
Enable Others to Take Action
ENABLE ACTION Provide tools, templates  Act first,  then think Power of a good campaign =  others do things you don’t expe...
Easy Open Fun Talilored
Focus Grab Attention Engage Enable Action
 
SINGLE FOCUSED GOAL Connect teens globally to the Coke flagship by harnessing digital media
<ul><li>DESIGN APPROACH </li></ul><ul><li>7 Prototypes; $50K each </li></ul><ul><li>6 failed </li></ul><ul><li>1 won </li>...
 
 
 
Happy.
3 HAPPINESS HYPOTHESES
Felt a different  type of happiness. People often assume there is only one type of happiness.  Not true.  1
  Harris and Kamvar 2009
Happy pleasurable energizing fun laughing enjoyable FEELS GOOD fleeting passionate EXCITING
connected GRATEFUL balanced MEANINGFUL fulfilled feels right lasting content peaceful Happy
The power of  deep breathing  focused on the present
Tea Study
YOU  CAN  CHOOSE THE HAPPINESS YOU  WANT  TO  FEEL. THE HAPPINESS YOU CHOOSE IMPACTS THE CHOICES YOU MAKE .
Felt less of a need to “be happier”. Which wasn’t really working 2
Spend more time with family Spend more time with friends Spend more time in Venice To know the meaning of life One of thos...
INSTEAD  OF CHASING HAPPINESS Could you seek MOMENTS OF HAPPINESS?
1 st MOMENT OF HAPPINESS
2 nd MOMENT OF HAPPINESS
MOMENTS  OF  HAPPINESS
Saw a way to create meaning One small individual act, when repeated, can create big change. 3
One email
 
Could we…
… get  100,000  more into the registry?
And design for network effects.
Yes.
Starting with one small email.
Dear Haas students Would you like to make a dent in cancer? Here’s how.  First, join us at the Haas Center – we are studen...
 
 
DESIGN FOR  OTHERS .
CREATE  JUST ENOUGH
CULTIVATE   OPTIMISM
DESIGN FOR   NETWORKS
 
100K cheeks
OPEN IDEO 100K cheeks
1,000,000
YOU!
YOU!
YOU!
 
SMALL ACTS CAN CREATE BIG CHANGE
ONE PERFECT MATCH.
THE DRAGONFLY EFFECT  IN CLOSING
THE DRAGONFLY EFFECT  © William Cho TODAY
HAPPINESS OFTEN FEELS OUT OF REACH
THE DRAGONFLY EFFECT  WE CAN FIND MEANING  HOW MIGHT WE RETHINK HAPPINESS
IN OUR  CHOICES ... IN OUR  ENVIRONMENTS ... IN OUR  ACTIONS ... Where could we choose  to cultivate meaning? Cultivating ...
 
 
 
A  PERFECT  MATCH A  SOCIAL  MEDIA  LOVE  STORY. JENNIFER AAKER Stanford Business School The Dragonfly Effect @aaker
Life
Life
There are  10,000  new cases of leukemia a year.
diagnosed each year There are  10,000  new cases of leukemia a year. 30% sibling match 70% registry from strangers
 
How? 1 20,000 CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.
How? 1 20,000 CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.
DO NOTHING. DO SOMETHING. DO SOMETHING .... SEISMIC.
20,000 Cheek 1 Swab
Act. Quickly. Design to scale. Do not fail.
june july august www.Cooper.com 11 weeks 470 drives, 24,611 cheeks…
 
One  perfect  match
Focus Grab Attention Engage Enable Action
What did we  learn ?
 
Sameer relapsed 3 months after his transplant.  He fought hard — but sadly, passed away in March 2008.
 
SINGLE FOCUSED GOAL Connect …
Upcoming SlideShare
Loading in …5
×

Opening Keynote - Jennifer Aaker

2,422 views
2,316 views

Published on

Published in: Health & Medicine, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,422
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
48
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • I’ve been studying happiness for over ten years now I can tell you that happiness isn’t what you think it i. My colleagues and I ran a recently study on happiness. We created two conditions. In the first, we told a group of individuals to create happiness in the next 24 hours. In the second, we told a randomly matched set to create meaningfulness in the next 24 hours. After a day passed, we asked them how happy they were. Surprisingly, the people who were told to create meaning were actually happier than those who were told to create happiness.
  • I have also begun to study the effects of social media.
  • However, I have been skeptical that its more than just a passing, time-wasting fad.
  • http://www-psych.stanford.edu/~tsailab/publications.htm Http://psychology.stanford.edu/~tsailab/PDF/Cultural_Variation_in_Affect_Valuation.pdf Many of you share my husband’s perspective.
  • http://www-psych.stanford.edu/~tsailab/publications.htm http://psychology.stanford.edu/~tsailab/PDF/Cultural_Variation_in_Affect_Valuation.pdf But plenty of you shared mine.
  • However, a story my student told me, completely changed my perspective. This is Robert Chatwani, and this s the story he shared with me.
  • Here is Sameer’s; he is Robert’s best friend. A young entrepreneur, recently married, was diagnosed with acute leukemia. Here is Vinay, young doctor in Boston, also diagnosed with leukemia. And this is the story Robert shared, which I’ll share with you as Robert told it to me – in silence
  • Robert spent three hours crafting a single email to enlist help. But what was so remarkable about this email is the story he told about Sameer. And the clear call to action at the end of the story. 1. Get registered, by simply requesting a cheek swab kit: http://bit.ly/swabacheek - it takes 10 minutes. 2. Spread the word. Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered.
  • … and developed a four-winged strategy to drive action. Behind each of these words are resources – tools and templates to make things happen. So for example, if you hear the story, and want to run a drive where you work, all that you do is sitting right here on the site.
  • So here I think you have an interesting opportunity in the slides that follow. Maybe instead of focusing on the marketing of this campaign, maybe you find a way to bridge at least some of this back to the happiness research? A truly amazing outcome. But what lessons did we learn?
  • The power of a clear goal.
  • The idea of reversing the rules.
  • Telling a good and truthful story
  • Designing for collaboration
  • An update on Sameer. Despite a perfect match, ultimately lost his battle. Perhaps the process, as effective as it was, just took too long.
  • Here is Sameer and Reena.
  • We celebrated his life by sharing his memorial service with the world.
  • His memorial was webcasted to 6000 people.
  • An update on Sameer. Despite a perfect match, ultimately lost his battle. Perhaps the process, as effective as it was, just took too long.
  • But here is what is amazing. Of the 24,611 newly registered, 266 were matched to those in need. In just one year alone. As many of you might know, it is not just how perfect the match is – but how quickly you can get that match. In fact, if you get a perfect match immediately, the odds of survival go from 40% to 80%.
  • That is 266 people who not only had the benefit of a match but the benefit of having it right away.
  • So what do we take away from all this….
  • Most revolutions are sparked by the actions of a few ordinary people.
  • Your biggest asset is a clear mind and a very large idea.
  • Rind the ignition point and light it.
  • And I thought to myself, what do I do now?
  • Can I water this story?
  • Would it grow?
  • How would that make me feel?
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • The symbol of the dragonfly is happiness. The dragonfly has four wings, and is a symbol of happiness, transition and rebirth. It is the only insect that can fly in any direction when its wings are beating in concert.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • http://www.youtube.com/watch?v=lqT_dPApj9U
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • All I could think of was – it would make me happy.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • http://www.nytimes.com/2009/05/14/business/global/14frugal.html?_r=1&amp;th&amp;emc=th Norway’s relative frugality stands in stark contrast to Britain, which spent most of its North Sea oil revenue — and more — during the boom years. Government spending rose to 47 percent of G.D.P., from 42 percent in 2003. By comparison, public spending in Norway fell to 40 percent from 48 percent of G.D.P. “ The U.S. and the U.K. have no sense of guilt,” said Anders Aslund, an expert on Scandinavia at the Peterson Institute for International Economics in Washington. “But in Norway, there is instead a sense of virtue. If you are given a lot, you have a responsibility.” Eirik Wekre, an economist who writes thrillers in his spare time, describes Norwegians’ feelings about debt this way: “We cannot spend this money now; it would be stealing from future generations.” Mr. Wekre, who paid for his house and car with cash, attributes this broad consensus to as the country’s iconoclasm. “The strongest man is he who stands alone in the world,” he said, quoting Norwegian playwright  Henrik Ibsen . Still, even Ibsen might concede that it is easier to stand alone when your n ation has benefited from oil reserves that make it the third-large st exporter in the world. The money flowing from that black gold since the ear ly 1970s has prompted even the flintiest of Norwegians to relax and enjoy their good fortune. The country’s G.D.P. per person is $52,000, behind only Luxembourg among industrial democracies. As in much of the rest of the world home prices have soared here, tripling this decade. But there has been no real estate crash in Norway because there were few mortgage lending excesses. After a 15 percent correction, prices are again on the rise. Unlike Dublin or Riyadh, Saudi Arabia, where work has stopped on half-built skyscrapers and stilled cranes dot the skylines, Oslo retains a feeling of modesty reminiscent of a fishing village rather than a Western capital, with the recently opened $800 million Opera House one of the few signs of opulence. Norwegian banks, said Arne J. Isachsen, an economist at the Norwegian School of Management, remain largely healthy and prudent in their lending. Banks represent just 2 percent of the economy and tight public oversight over their lending practices have kept Norwegian banks from taking on the risk that brought down their Icelandic counterparts. But they certainly have not closed their doors to borrowers. Mr. Isachsen, like many in Norway, has a second home and an open credit line from his bank, which he recently used to buy a new boat. Some here worry that while a cabin in the woods and a boat may not approach the excesses seen in New York or London, oil wealth and the state largesse have corrupted Norway’s once-sturdy work ethic. “ This is an oil-for-leisure program,” said Knut Anton Mork, an economist at Handelsbanken in Oslo. A recent study, he pointed out, found that Norwegians work the fewest hours of the citizens of any industrial democracy. “ We have become complacent,” Mr. Mork added. “More and more vacation houses are being built. We have more holidays than most countries and extremely generous benefits and sick leave policies. Some day the dream will end.” But that day is far off. For now, the air is clear, work is plentiful and the government’s helping hand is omnipresent — even for those on the margins.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • All I could think of was – it would make me happy.
  • Robert spent three hours crafting a single email to enlist help. But what was so remarkable about this email is the story he told about Sameer. And the clear call to action at the end of the story. 1. Get registered, by simply requesting a cheek swab kit: http://bit.ly/swabacheek - it takes 10 minutes. 2. Spread the word. Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • If you are South Asian, however, the chances are…..
  • What could Robert and Sameer’s family and friends do?
  • The results in 11 weeks: 470 bone marrow drives, across the US 24,611 cheeks swabbed
  • And each of those people touched by the OpenIDEO process were empowered to activate their own network.
  • Opening Keynote - Jennifer Aaker

    1. 1. THE DRAGONFLY EFFECT A SOCIAL MEDIA LOVE STORY AND INSIGHTS ON HAPPINESS JENNIFER AAKER Stanford Business School The Dragonfly Effect @aaker
    2. 2. Happiness and meaning
    3. 3. Social media
    4. 4. I was skeptical .
    5. 5. THE DRAGONFLY EFFECT FIRST, SOME BACKGROUND
    6. 6. MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008
    7. 7. Social Media networking powerful understanding amazing fun innovative friends sharing connecting
    8. 8. Social Media inaccurate passing fad dangerous frivolous invasive time suck lonely wastage of time demanding
    9. 9. CREATIVITY AND INNOVATION
    10. 10. USING SOCIAL MEDIA TO SAVE LIVES ROBERT CHATWANI THE DRAGONFLY EFFECT
    11. 11. Sameer
    12. 12. SAMEER BHATIA, 32 Grew up in Seattle Co-Founder, roommate, best friend Married Reena in 2006 Stanford undergrad, serial entrepreneur Diagnosed May 2007 VINAY CHAKRAVARTHY, 28 Grew up in Fremont, CA Married Rashmi in 2005 Berkeley undergrad, MD from BU Diagnosed November 2006
    13. 13. US ESTIMATES – 2009 New cases: 44,790 Deaths: 21,870 Mortality: 49%
    14. 14. For many patients, the only cure is a bone marrow transplant, from a human donor.
    15. 15. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10).
    16. 16. The highest probability lies in the same ethnic pool.
    17. 17. Non-profit that operates a bone marrow registry of 7.5 million individuals.
    18. 18. For European Americans, there is an 80% chance of finding a matched donor in the NMDP Registry.
    19. 19. Of the 7.5 MILLION registrants in the U.S.,
    20. 20. 20% are minorities.
    21. 21. But only 1% are South Asian.
    22. 22. So if you are South Asian…
    23. 23. your chances of finding a match are slim .
    24. 24. V E R Y S L I M
    25. 25. 1 in 20,000
    26. 26. Sameer and Vinay did not find matches that they desperately needed in the registry.
    27. 27. To make matters worse,
    28. 28. in India… a country with more than 1 billion people
    29. 29. nothing There was no National Bone Marrow Registry
    30. 30. What to do?
    31. 31. Friends got together.
    32. 32. We all knew that we needed to do something.
    33. 33. What were our options?
    34. 34. Do nothing.
    35. 35. Do nothing. Do something.
    36. 36. Do nothing. Do something. Do something SEISMIC .
    37. 37. THE CHALLENGE
    38. 38. THE CHALLENGE We needed to move fast.
    39. 39. THE CHALLENGE We needed to move fast. We needed to scale.
    40. 40. THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.
    41. 41. Our simple answer…
    42. 42. If the odds were 1 in 20,000…
    43. 43. Then all we needed to do was…
    44. 44. hold bone marrow drives…
    45. 45. and register 20,000 South Asians.
    46. 46. And then we’ ll find a match.
    47. 47. Just 1 problem.
    48. 48. We had a matter of weeks to get this done.
    49. 49. First stay focused.
    50. 50. One goal: 20,000 South Asians
    51. 51. Dear Friends,   Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute Myelogenous Leukemia (AML), which is a cancer of the blood. He is in urgent need of a bone marrow transplant. Sameer is a Silicon Valley entrepreneur, is 31 years old, and got married last year. His diagnosis was confirmed just weeks ago and caught us all by surprise given that he has always been in peak condition.   Sameer, a Stanford alum, is known to many for his efforts in launching the American India Foundation, Project DOSTI, TiE (Chicago), a microfinance fund, and other causes focused on helping others. Now he urgently needs our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow transplant to sustain beyond the next few months.   Fortunately, you can help. Let ’s use the power of the Net to save a life…something that couldn’ t be done years ago, but is now possible.   Three Things You Can Do ( click here for more details online)   1. Please get registered. Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you ’ re ever selected is VERY simple.   Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay ( www.helpvinay.org ) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help.   We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event .   2. Spread the word. Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay.   Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives.   3. Learn more To learn more, please visit http://www.nickmyers.com/helpsameer . The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of Pia Awal ’ s; please read about her successful fight against AML at www.matchpia.org .   Thank you for getting registered to help Sameer and Vinay win their fight against leukemia – and for helping others who may face blood cancers in the future.   Truly,   Robert
    52. 53. GOT ORGANIZED & FORMED TEAMS TEAM VINAY TEAM SAMEER team lead marketing drive operations education regional leads team lead marketing drive operations education regional leads bridges
    53. 54. HelpSameer.org HelpVinay.org BUILD THE BRANDS
    54. 55. Executed, like CRAZY.
    55. 56. http://www.helpsameer.org/strategy/ STRATEGY Instant Brand Mass-Micro Mobilization HELP SAMEER STRATEGY SOCIAL MEDIA EDUCATION REGISTRATION TRADITIONAL MEDIA AWARENESS ACTION Blogs Facebook Widgets Video Viral Email Pledge Lists Fliers Celebrities Donor Orgs Literature Web Links How to Videos Homes Local Events Clubs / Lounges Universities Temples Corporate Drives TV Public Relations Posters Newspapers Magazine Telemarketing
    56. 57. 10 Simple Steps—You Can Do It! Let ’s find Sameer and Vinay a match! Hosting a bone marrow registration drive at work take some effort, but your drive can be a big success with the right planning and coordination. This playbook is designed to make it easy as possible for you. Since each company is organized differently, think of this as a general guide. The various steps are laid out in sequence, and sample emails are included for you customize for your own use. Replace the text in red with your own text. THE DRAGONFLY EFFECT
    57. 60. The results in 11 weeks….
    58. 61. 470 bone marrow drives
    59. 62. 24,611 South Asians registered
    60. 63. Sameer = 10/10 match
    61. 64. Vinay = 8/10 match
    62. 65. Sameer shared his story from the hospital…
    63. 68. So, what lessons did we learn?
    64. 69. Develop a clear goal. There is elegance in simplicity. 1
    65. 70. Reverse the rules. How might others might address the challenge? Do the opposite. 2
    66. 71. Tell a good (truthful) story. Tell stories that connect on an emotional level. 3
    67. 72. Design for collaboration. Enable others to contribute and choose their own weapon. 4
    68. 73. Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.
    69. 75. We celebrated his life by sharing his memorial service with the world.
    70. 77. Vinay had a successful transplant, but then relapsed. He underwent alternative drug treatments but, sadly, Vinay passed away in June 2008 .
    71. 78. Of the 24,611 newly registered Purpose Revealed people were matched in 1 year alone.
    72. 79. immediate match!
    73. 80. FINAL THOUGHTS…
    74. 81. Most revolutions are sparked by the actions of a few ordinary people.
    75. 82. Your biggest asset is a clear mind and a very large idea.
    76. 83. Find the ignition point, and light it.
    77. 84. What do I do now? THE DRAGONFLY EFFECT
    78. 85. What do I do now? Could I water this? THE DRAGONFLY EFFECT
    79. 86. What do I do now? Could I water this? Would this story grow? THE DRAGONFLY EFFECT
    80. 87. What do I do now? Could I water this? Would this story grow? How would that make me feel? THE DRAGONFLY EFFECT
    81. 88. Happy.
    82. 89. What could we do to help quickly effectively powerfully
    83. 90. What could we do to help quickly effectively powerfully harnessing social media
    84. 91. Collect stories .
    85. 92. SOCIAL GOOD PROFITS <ul><li>Cookpad </li></ul><ul><li>World of Good </li></ul><ul><li>Kiva </li></ul><ul><li>Charity:Water </li></ul><ul><li>Google </li></ul><ul><li>eBay </li></ul><ul><li>Tom’s Shoes </li></ul><ul><li>Nike </li></ul><ul><li>Whole Foods </li></ul><ul><li>Kahani Movement </li></ul><ul><li>Groupon </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Embrace </li></ul><ul><li>Gap </li></ul><ul><li>Coke </li></ul>
    86. 93. What campaigns took flight vs. stay grounded?
    87. 94. Four activities were coordinated with precision , operating in sync . One surprising commonality
    88. 95. FOCUSED ON A SINGLE GOAL
    89. 96. REVERSED RULES
    90. 97. TOLD A STORY
    91. 98. ENABLED OTHERS TO ACT
    92. 100. Focus
    93. 101. To change the world, you have to get your head together first. JIMI HENDRIX
    94. 102. FOCUSED ON A SINGLE GOAL They did not try to sign up every single South Asian in the Bay Area. They on those who were well connected . Those who were parents . Those who could relate to Sameer and his story.
    95. 103. Humanistic Actionable Testable Clear Happiness
    96. 104. Grab Attention
    97. 105. This is designed to get sombody’s attention. This is a hammer. REP. JASON WATKINS
    98. 106. Make the ask personal visceral And speak in unexpected ways. GRAB ATTENTION
    99. 107. Personal Unexpected Visceral Visual
    100. 108. Engage
    101. 109. Humans are not ideally set up to understand logic; they are set up to understand stories. ROBERT SCHANK Cognitive Psychologist
    102. 110. Speak authentically Telling a story Personally connecting ENGAGE
    103. 111. Tell a story Empathize Authenticity Match Media
    104. 112. Enable Others to Take Action
    105. 113. ENABLE ACTION Provide tools, templates Act first, then think Power of a good campaign = others do things you don’t expect .
    106. 114. Easy Open Fun Talilored
    107. 115. Focus Grab Attention Engage Enable Action
    108. 117. SINGLE FOCUSED GOAL Connect teens globally to the Coke flagship by harnessing digital media
    109. 118. <ul><li>DESIGN APPROACH </li></ul><ul><li>7 Prototypes; $50K each </li></ul><ul><li>6 failed </li></ul><ul><li>1 won </li></ul><ul><li>Coke Happiness Machine </li></ul>
    110. 122. Happy.
    111. 123. 3 HAPPINESS HYPOTHESES
    112. 124. Felt a different type of happiness. People often assume there is only one type of happiness. Not true. 1
    113. 125.   Harris and Kamvar 2009
    114. 126. Happy pleasurable energizing fun laughing enjoyable FEELS GOOD fleeting passionate EXCITING
    115. 127. connected GRATEFUL balanced MEANINGFUL fulfilled feels right lasting content peaceful Happy
    116. 128. The power of deep breathing focused on the present
    117. 129. Tea Study
    118. 130. YOU CAN CHOOSE THE HAPPINESS YOU WANT TO FEEL. THE HAPPINESS YOU CHOOSE IMPACTS THE CHOICES YOU MAKE .
    119. 131. Felt less of a need to “be happier”. Which wasn’t really working 2
    120. 132. Spend more time with family Spend more time with friends Spend more time in Venice To know the meaning of life One of those f**king startup companies would actually start to make some f**king $$$s!! Then I could concentrate on important things like making babies To earn billions of dollars To give back to the world Want for less Fix my employer Find my purpose in life Stop worrying about others Become fit really quickly Have the worry gland surgically removed PATHS TO HAPPINESS N =1,250
    121. 133. INSTEAD OF CHASING HAPPINESS Could you seek MOMENTS OF HAPPINESS?
    122. 134. 1 st MOMENT OF HAPPINESS
    123. 135. 2 nd MOMENT OF HAPPINESS
    124. 136. MOMENTS OF HAPPINESS
    125. 137. Saw a way to create meaning One small individual act, when repeated, can create big change. 3
    126. 138. One email
    127. 140. Could we…
    128. 141. … get 100,000 more into the registry?
    129. 142. And design for network effects.
    130. 143. Yes.
    131. 144. Starting with one small email.
    132. 145. Dear Haas students Would you like to make a dent in cancer? Here’s how. First, join us at the Haas Center – we are students who seek to harness social media to get 100,000 people into the bone marrow registry. Just email us your vitae and your background to tell us you are interested.   Three Other Things You Can Do ( click here for more details online)   1. Please get registered. Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you ’ re ever selected is VERY simple.   Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay ( www.helpvinay.org ) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help.   We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event .   2. Spread the word. Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay.   Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives.   3. Learn more To learn more, please visit http://www.nickmyers.com/helpsameer . The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of Pia Awal ’ s; please read about her successful fight against AML at www.matchpia.org .   Thank you
    133. 148. DESIGN FOR OTHERS .
    134. 149. CREATE JUST ENOUGH
    135. 150. CULTIVATE OPTIMISM
    136. 151. DESIGN FOR NETWORKS
    137. 153. 100K cheeks
    138. 154. OPEN IDEO 100K cheeks
    139. 155. 1,000,000
    140. 156. YOU!
    141. 157. YOU!
    142. 158. YOU!
    143. 160. SMALL ACTS CAN CREATE BIG CHANGE
    144. 161. ONE PERFECT MATCH.
    145. 162. THE DRAGONFLY EFFECT IN CLOSING
    146. 163. THE DRAGONFLY EFFECT © William Cho TODAY
    147. 164. HAPPINESS OFTEN FEELS OUT OF REACH
    148. 165. THE DRAGONFLY EFFECT WE CAN FIND MEANING HOW MIGHT WE RETHINK HAPPINESS
    149. 166. IN OUR CHOICES ... IN OUR ENVIRONMENTS ... IN OUR ACTIONS ... Where could we choose to cultivate meaning? Cultivating moments of happiness How can we be part of something bigger?
    150. 170. A PERFECT MATCH A SOCIAL MEDIA LOVE STORY. JENNIFER AAKER Stanford Business School The Dragonfly Effect @aaker
    151. 171. Life
    152. 172. Life
    153. 173. There are 10,000 new cases of leukemia a year.
    154. 174. diagnosed each year There are 10,000 new cases of leukemia a year. 30% sibling match 70% registry from strangers
    155. 176. How? 1 20,000 CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.
    156. 177. How? 1 20,000 CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.
    157. 178. DO NOTHING. DO SOMETHING. DO SOMETHING .... SEISMIC.
    158. 179. 20,000 Cheek 1 Swab
    159. 180. Act. Quickly. Design to scale. Do not fail.
    160. 181. june july august www.Cooper.com 11 weeks 470 drives, 24,611 cheeks…
    161. 183. One perfect match
    162. 184. Focus Grab Attention Engage Enable Action
    163. 185. What did we learn ?
    164. 187. Sameer relapsed 3 months after his transplant. He fought hard — but sadly, passed away in March 2008.
    165. 189. SINGLE FOCUSED GOAL Connect …

    ×