How do you connect meaning to social media to create impact? Drawing from psychological insights on happiness, storytelling principles and design-thinking methodology, Dr. Aaker reveals why some movements and brands take off when they harness social media--and why others don’t. This presentation to go along with her talk at Fast Company's Innovation Uncensored conference on April 28, 2011. More information at: http://innovationuncensored.com

1. T H E D R A G O N F L Y E F F E C T : H O W I D E A S T A K E F L I G H T J E N N I F E R A A K E R S T A N F O R D U N I V E R S I T Y G S B

2. HOW DO WE CREATE INFECTIOUS ACTION?

3. I WAS SKEPTICAL.

4. MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008

5. connecting networking understanding amazing Social Media fun friends innovative powerful sharing

6. demanding inaccurate loneliness frivolity Social Media invasive a lot of crap dangerous passing fad wastage of time

7. CREATIVITY AND INNOVATION

8. USING SOCIAL MEDIA TO SAVE LIVES ROBERT CHATWANI The Dragonfly Effect

9. TWO FRIENDS, DIAGNOSED WITH LEUKEMIA SAMEER BHATIA, 32 Grew up in Seattle My 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

10. US ESTIMATES – 2009 New cases: 44,790 Deaths: 21,870 Mortality: 49%

11. For many patients, the only cure is a bone marrow transplant, from a human donor.

12. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10).

13. The highest probability lies in the same ethnic pool.

14. Non-profit that operates a bone marrow registry of 7.5 million individuals.

15. For European Americans, there is an 80% chance of finding a matched donor in the NMDP Registry.

16. Of the 7.5 MILLION registrants in the U.S.,

17. 20% are minorities.

18. But only 1% are South Asian.

19. So if you are South Asian…

20. your chances of finding a match are slim.

21. V E R Y S L I M

22. 1 in 20,000

23. Sameer and Vinaydid not find matches that they desperately needed in the registry.

24. To make matters worse,

25. in India… a country with more than 1 billion people

26. There was no National Bone Marrow Registry nothing

27. What to do?

28. Friends got together.

29. We all knew that we needed to do something.

30. What were our options?

31. Do nothing.

32. Do nothing. Do something.

33. Do nothing. Do something. Do something SEISMIC.

34. THE CHALLENGE

35. THE CHALLENGE We needed to move fast.

36. THE CHALLENGE We needed to move fast. We needed to scale.

37. THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.

38. Our simple answer…

39. If the odds were 1 in 20,000…

40. Then all we needed to do was…

41. hold bone marrow drives…

42. and register 20,000 South Asians.

43. And then we’ll find a match.

44. Just 1 problem.

45. We had a matter of weeks to get this done.

46. First, stay focused.

47. One goal: 20,000 South Asians

48. 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 PiaAwal’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

50. GOT ORGANIZED & FORMED TEAMS TEAM VINAY TEAM SAMEER bridges team lead team lead marketing marketing drive operations drive operations education education regional leads regional leads

51. BUILD THE BRANDS HelpSameer.org HelpVinay.org

52. Executed, like CRAZY.

53. HELP SAMEER STRATEGY SOCIAL MEDIA EDUCATION Widgets Fliers Blogs How to Videos Pledge Lists Web Links Viral Email Literature Video Donor Orgs Facebook Celebrities STRATEGY AWARENESS ACTION Instant Brand Mass-Micro Mobilization TV Homes Public Relations Universities Magazine Temples Posters Corporate Drives Newspapers Clubs / Lounges Telemarketing Local Events TRADITIONAL MEDIA REGISTRATION http://www.helpsameer.org/strategy/

54. 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. The results in 11 weeks….

58. 470 bone marrow drives

59. 24,611 cheeks… june july august

60. 24,611 South Asians registered

61. Sameer = 10/10 match

62. Vinay = 8/10 match

63. SAMEER SHARED HIS STORY FROM THE HOSPITAL The Dragonfly Effect

64. Live each day as if it were your first Dear Friends and Loved Ones, I can’t stress to you how much I marvel at my blessed fortune every day, a fortune that all of you had a hand in creating. If you look back at my earliest posts on this website, you’ll recall a newly-diagnosed leukemia patient needing a transplant from a grossly underrepresented and traditionally apathetic community. Along with Vinay, I challenged you all to step up and spread the work; to register and respond when called upon to save a life. I knew that this process was very unlikely to benefit me directly, but I had faith—and was convinced by Robert and others—that I had an opportunity to bring visibility to this issue to benefit future patients. This worked as hoped, and two other patients found matches through our drives. And the unimaginable happened: I also found a match through your efforts! So who is to credit for this? Each and every one of you. It could have been your email that caused the donor to register. All of you stopped to think for a minute, “What if this was me or someone in my family?” and then did something as simple as sending an email to everyone you knew. This was Awareness Building, and was a crucial phase of your efforts. Others of you—many of whom I don’t even know but hope to seek out to thank in person one day—vested yourselves even deeper by organizing drives. You did this at your companies, your colleges, in your local communities, and at your temples of worship. And one of your actually won the luck of the draw and got to be my donor. SAMEER BLOGGED PROLIFICALLY

66. So, what lessons did we learn?

67. 1 Develop a clear goal. There is elegance in simplicity.

68. 2 Reverse the rules. How might others might address the challenge? Do the opposite.

69. 3 Tell a good (truthful) story. Tell stories that connect on an emotional level.

70. 4 Design for collaboration. Enable others to contribute and choose their own weapon.

71. Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.

73. We celebrated his life by sharing his memorial service with the world.

75. Vinayhad a successful transplant, but then relapsed. He underwent alternative drug treatments but, sadly, Vinaypassed away in June 2008.

76. Of the 24,611 newly registered… 266 people were matched in one year alone.

77. 266 D E S I G N I N G H A P P I N E S S / © J E N N I F E R A A K E R

78. FINAL THOUGHTS… The Dragonfly Effect

79. Most revolutions are sparked by the actions of a few ordinary people.

80. Your biggest asset is a clear mind and a very large idea.

81. Find the ignition point, and light it.

82. What do I do now? The Dragonfly Effect

83. Could I water this? What do I do now? The Dragonfly Effect

84. Would this story grow? Could I water this? What do I do now? The Dragonfly Effect

85. How would that make me feel? Would this story grow? Could I water this? What do I do now? The Dragonfly Effect

86. HAPPY.

87. WHAT COULD WE DO TO HELP QUICKLY POWERFULLY EFFECTIVELY

88. WHAT COULD WE DO TO HELP QUICKLY POWERFULLY EFFECTIVELY HARNESSING SOCIAL MEDIA

89. COLLECT STORIES.

91. Charity:Water

92. Google

93. Facebook

94. Embrace

95. Twitter

96. Whole Foods

97. Tom’s Shoes

98. Groupon

99. Profounder

100. Gap

101. World of Good

102. Coke

103. Nike

104. Kahani Movement

105. eBayPROFITS

106. The Dragonfly Effect

107. SINGLE FOCUSED GOAL Need a way to build deeper connection with consumers especially teens to its flagship Leverage digital media to connect globally

108. DESIGN APPROACH Viral digital marketing campaign on happiness 7 prototypes; $50K each Facebook apps Wallpaper Winner: Coke Happiness Machine

109. THE RESULT SPEND:$50K REACH:2 million in 2 weeks Global: 50% viewers outside US 70% blog posts non-English IMPACT:95% positive comments

110. What campaigns took flight vs. stay grounded?

111. Two surprising factors

112. A RECONSIDERED VIEW OF SOCIAL MEDIA MEANING DESPAIR.COM DESPAIR.COM

113. Four activities were coordinated with precision, operating in sync

114. FOCUS ON A SINGLE GOAL © Smithsonian Institution

115. REVERSE RULES © Tom Brogan

116. TELL A STORY

117. ENABLE OTHERS TO ACT © clementine mom

119. DRAGONFLY EFFECT: Small acts can create big change

120. When the core idea has deep meaning

121. When all four wings are coordinated.

122. FOCUS FOCUS

123. To change the world, you have to get your head together first. — Jimi Hendrix

124. FOCUSED ON A SINGLE GOAL They did not try to sign up every single South Asian in Bay Area. They on those who were well connected Those who were parents Those who could relate to Sameer and his story

125. FOCUS FOCUS Humanistic Actionable Testable Clear Happiness

126. GRAB ATTENTION GRAB ATTENTION

127. This is designed to get somebody’s attention. This is a hammer. — Rep. Jason Watkins

128. GRAB ATTENTION Made the ask personal and visceral. And spoke in unexpected ways.

129. GRAB ATTENTION GRAB ATTENTION PersonalUnexpected Visceral Visual

130. ENGAGE ENGAGE

131. Humans are not ideally set up to understand logic; they are set up to understand stories. — Robert Schank, Cogntive Psychologist

132. ENGAGE Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener

133. ENGAGE ENGAGE Tell a story Empathize Authenticity Match media

134. ENABLE ACTION ENABLE OTHERS TO TAKE ACTION

135. As we look ahead to the next century, leaders will be those who empower others. — Bill Gates

136. ENABLE ACTION Provide tools, templates Social change in a box Act first, then think Power of a good campaign = others do things you don’t expect

137. ENABLE ACTION TAKE ACTION Easy Fun Tailored Open

138. THE DRAGONFLY MODEL FOCUS GRAB ATTENTION ENGAGE TAKE ACTION

139. DRAGONFLY EFFECT FOCUS Humanistic Actionable Testable Clarity Happiness ENGAGE Tell a story Personally connect Authenticity Match the media TAKE ACTION Easy Fun Tailored Open GRAB ATTENTION Personal Unexpected Visceral Visualize

141. HAPPY

142. thank you and special thanks to Sameer and Vinay, Robert Chatwani, Purin Phanichphant, Joe Brown, Emily Ma, Barbara McCarthy, David Rogier, Jason Chua, Nicolae Halmaghi, Nick Myers, Renna Al-Yassini, Jayson McCauliff, Cassie Mogilner, Sep Kamvar, Anneke Jong, Mia Mabanta, Nancy Duarte, Oren and Justine Jacob, our TED dinner-ites, my parents, Cooper, Devon, Tae Smith and Andy