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The Dragonfly Effect - Harnessing Social Media to Build Brands

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Andy Smith
Andy Smith

Named for the only insect able to move in any direction when its four wings are working in concert, The Dragonfly Effect reveals how everyday people achieve unprecedented results through harnessing the incredible power of social media. While there are many books teaching the mechanics of Facebook, Twitter, and YouTube to compete in business, The Dragonfly Effect is the first to show how to tap social media and psychological insights to achieve a single, concrete goal – whether that is finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States. Featuring dynamic, original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook, as well as start-ups like Groupon and COOKPAD, The Dragonfly Effect demonstrates how to achieve both social good and customer loyalty by leveraging the power of design thinking with practical strategies. The Dragonfly Effect proves that you don’t need money or power to inspire seismic change.

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THE DRAGONFLY EFFECT: HARNESSING SOCIAL MEDIA TO BUILD BRANDS ! J E N N I F E R AA K E R A N D Y S M I T H! DRAGONFLY EFFECT !
Observations!   People love to buy, but hate to be sold to!   Effective brands moving from advocates to ambassadors!   Trust gap is significant! ! THE DRAGONFLY EFFECT !
So, how do you bridge that gap?! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
By being! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
Respectful! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
Curious! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
Courageous
 Experimenters! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
Storytellers! ! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
Technologists! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! ! !
Happiness and meaning! DRAGONFLY EFFECT !
Social media! DRAGONFLY EFFECT !
I was skeptical.! DRAGONFLY EFFECT !
A VIEW OF SOCIAL MEDIA CIRCA 2008! NARCISSISM! ADHD! STALKING! DESPAIR.COM DRAGONFLY EFFECT !
connecting! networking! amazing! understanding! fun! Social Media! innovative! friends! powerful! sharing! DRAGONFLY EFFECT !
demanding! inaccurate! frivolous! lonely! invasive! Social Media! time suck! dangerous! passing fad! wastage of time! DRAGONFLY EFFECT !
Creativity and 
 Innovation class ! DRAGONFLY EFFECT !
USING SOCIAL MEDIA TO SAVE LIVES ! ROBERT CHATWANI! DRAGONFLY EFFECT !
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! DRAGONFLY EFFECT !
US ESTIMATES – 2009 New cases: !44,790 Deaths: !21,870! Mortality: !49%! DRAGONFLY EFFECT !
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.!
For many patients, 
 the only cure is a 
 bone marrow transplant, 
 from a human donor.! DRAGONFLY EFFECT !
FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! 
 ! DRAGONFLY EFFECT !
FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! 
 The highest probability lies 
 in the same ethnic pool.! DRAGONFLY EFFECT !
Non-profit that operates a bone marrow registry of 7.5 million individuals. ! DRAGONFLY EFFECT !
For European Americans,! there is a ! 80% chance! of finding a matched donor! DRAGONFLY EFFECT !
Of the 7.5 million registrants in the U.S.,! DRAGONFLY EFFECT !
20% are minorities.! DRAGONFLY EFFECT !
But only 1% are
 South Asian.! DRAGONFLY EFFECT !
So if you are 
 South Asian…! DRAGONFLY EFFECT !
your chances of finding a match are slim. ! DRAGONFLY EFFECT !
V E R Y S L I M! DRAGONFLY EFFECT !
1 in 20,000! DRAGONFLY EFFECT !
Sameer and Vinay 
 did not find matches that they desperately needed in the registry.! DRAGONFLY EFFECT !
To make matters worse,! DRAGONFLY EFFECT !
in India…! a country with more than 1 billion people! ! DRAGONFLY EFFECT !
There was no National Bone nothing Marrow Registry! DRAGONFLY EFFECT !
What to do?! DRAGONFLY EFFECT !
Friends got together.! DRAGONFLY EFFECT !
We all knew that 
 we needed to 
 do something. ! DRAGONFLY EFFECT !
What were our options?! DRAGONFLY EFFECT !
! ! Do nothing! ! DRAGONFLY EFFECT !
! ! Do nothing! ! Do something! ! DRAGONFLY EFFECT !
! ! Do nothing! ! Do something! ! Do something SEISMIC! DRAGONFLY EFFECT !
Our simple answer…! DRAGONFLY EFFECT !
If the odds were 1 in 20,000! DRAGONFLY EFFECT !
Then all we needed to do was…! DRAGONFLY EFFECT !
hold bone marrow drives! DRAGONFLY EFFECT !
and register 20,000 South Asians.! DRAGONFLY EFFECT !
And then we’ll find a match.! DRAGONFLY EFFECT !
Just 1 problem.! DRAGONFLY EFFECT !
We had only weeks to get this done.! DRAGONFLY EFFECT !
THE CHALLENGE DRAGONFLY EFFECT !
THE CHALLENGE We needed to move fast. DRAGONFLY EFFECT !
THE CHALLENGE We needed to move fast. We needed to scale. DRAGONFLY EFFECT !
THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.! DRAGONFLY EFFECT !
First, get focused.
 ! DRAGONFLY EFFECT !
One goal: 
 20,000 South Asians! DRAGONFLY EFFECT !
FORMED TEAMS! ! TEAM VINAY! bridges TEAM SAMEER! team lead! team lead! marketing! marketing! drive operations! drive operations! education! education! regional leads! regional leads! DRAGONFLY EFFECT !
BUILT THE BRANDS! HelpSameer.org! HelpVinay.org! DRAGONFLY EFFECT !
Executed, like CRAZY.! DRAGONFLY EFFECT !
! 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 ! transplant to sustain beyond the next few months.   ! our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow ! ! 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.! ! minutes of your time). Registering and even donating if you re ever selected is VERY simple.   ! Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 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, ! www.helpvinay.org/dp/index.php?q=event. ! Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://   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.   ! we can achieve broad scale and be part of a large online movement to save lives. ! Please use the power of your address book and the Web to spread this message – today more than ever before,   ! 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. DRAGONFLY EFFECT ! against AML at www.matchpia.org.   ! Another past success story from our community is that of Pia Awal s; please read about her successful fight !
HARNESSED SOCIAL MEDIA! DRAGONFLY EFFECT !
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 
 Mass-Micro Brand! Mobilization! TV! Homes! Public Relations! Universities! Magazine! Temples! Posters! Corporate Drives! Newspapers! Clubs / Lounges! Telemarketing! Local Events! TRADITIONAL MEDIA! REGISTRATION! DRAGONFLY EFFECT ! http://www.helpsameer.org/strategy/
 !
HOSTING BONE MARROW DRIVE! 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 yellow with your own text. DRAGONFLY EFFECT !
FACEBOOK ADS CREATED! DRAGONFLY EFFECT !
VIRAL VIDEOS! DRAGONFLY EFFECT !
The results in 11 weeks….! DRAGONFLY EFFECT !
470 bone marrow drives! DRAGONFLY EFFECT !
24,611 South Asians registered! DRAGONFLY EFFECT !
Sameer = 10/10 match! DRAGONFLY EFFECT !
Vinay = 8/10 match! DRAGONFLY EFFECT !
SAMEER SHARED HIS STORY 
 FROM THE HOSPITAL! DRAGONFLY EFFECT !
SAMEER BLOGGED PROLIFICALLY! Live each day as if it were your fir st Dear Friends and Loved Ones , I can t stress to you how muc h I marvel at my blessed fortu day, a fortune that all of you ha d a hand in creating. ne every If you look back at my earlies t posts on this website, you ll newly-diagnosed leukemia pa recall a tient needing a transplant fro underrepresented and traditio m a grossly nally apathetic community. Al Vinay, I ong with challenged you all to step up and spread the work; to registe respond when called upon to r and save a life. I knew that this pr very unlikely to benefit me dire ocess was ctly, but I had faith—and was convinced by Robert and othe rs—that I had an opportunity visibility to this issue to benefit to bring future patients. This worked hoped, and two other patients as found matches through our dr ives. And the unimaginable happened: I also found a match through yo efforts! ur DRAGONFLY EFFECT !
VIDEO OF BONE MARROW TRANSFER! DRAGONFLY EFFECT !
So, what lessons did we learn?! DRAGONFLY EFFECT !
1 Develop a clear goal.! There is elegance in simplicity.! ! ! DRAGONFLY EFFECT !
2 Reverse the rules. ! How might others might address the challenge? Do the opposite. ! DRAGONFLY EFFECT !
3 Tell a good (truthful) story. ! Tell stories that connect on an emotional level. ! DRAGONFLY EFFECT !
4 Design for collaboration.! Enable others to contribute and choose their own weapon.! DRAGONFLY EFFECT !
UPDATE ON SAMEER! Our dear friend, Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.! DRAGONFLY EFFECT !
D R A G O N F L Y E F F E C T !! DRAGONFLY EFFECT
We celebrated his life by sharing his memorial service with the world.! DRAGONFLY EFFECT !
LIVE GLOBAL WEBCAST! DRAGONFLY EFFECT !
AN UPDATE ON VINAY! Vinay had a successful transplant, but then relapsed.! He underwent alternative drug treatments but, sadly, Vinay also passed away in June 2008.! DRAGONFLY EFFECT !
PURPOSE…REVEALED! Of the 24,611 newly registered… 266 people were matched in one ! year alone.! DRAGONFLY EFFECT !
266! D E S I G NN F L YHE F FP I C T S !S ! / RAGO ING AP E NE © J E N N I F E R AA K E R !
FINAL THOUGHTS! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
Most revolutions are sparked by the actions of a few ordinary people.! DRAGONFLY EFFECT !
Your biggest asset is a clear mind and a very large idea. ! DRAGONFLY EFFECT !
Find the ignition point, and light it. ! DRAGONFLY EFFECT !
What to do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
Could I water this?! What to do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
Would this story grow?! Could I water this?! What to do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
How would that make me feel?! Would this story grow?! Could I water this?! What do I do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
HAPPY! DRAGONFLY EFFECT !
How do you create infectious action?! DRAGONFLY EFFECT !
Collect stories! DRAGONFLY EFFECT !
What campaigns took flight 
 vs. stay grounded? ! ! ! ! ! ! ! ! !! DRAGONFLY EFFECT !
Four surprising factors ! ! ! ! ! ! ! ! !! DRAGONFLY EFFECT !
Built Brands Inside Out! Defining Who We Are! Expressing Who We Are! Letterhead! Business Cards! Founding 
 principles! Our role! Story! Symbols! Logos! Collateral! Beliefs! Philosophy! Messages! Colors! Sound! Packaging! UNDERSTANDING # CLARIFYING # CONNECTING # IDENTITY # ASSETS # TOUCHPOINTS! Personality 
 Story! Promise! Voice! Photography! Websites! Attributes! Tone! Style! Signage! Typography! Advertising! Characters! Environments! Ephemera! THE DRAGONFLY EFFECT !
ALIGNED SOCIAL GOOD AND PROFIT MOTIVES! SOCIAL •  Graemeen Bank! GOOD! SOCIAL •  Kiva! GOOD! •  Google! •  Charity:Water! •  Facebook! •  Embrace! •  Twitter! •  Whole Foods! •  Tom s Shoes! SOCIAL •  Groupon! •  Profounder! PROFITS! GOOD! •  Gap! •  World of Good! •  Nike! •  Kahani Movement! •  eBay! PROFITS! THE DRAGONFLY EFFECT !
HARNESSED SOCIAL MEDIA! ! MEANING! DESPAIR.COM DRAGONFLY EFFECT !
COORDINATED FOUR ACTIVITIES WITH PRECISION! ! DESPAIR.COM DESPAIR.COM DRAGONFLY EFFECT !
DRAGONFLY: moves in any direction- even hovers-when 4 wings are in concert! DRAGONFLY EFFECT !
DRAGONFLY EFFECT: 
 Small acts can create big change when the core idea has deep meaning.! When all four wings 
 are coordinated.! ! DRAGONFLY EFFECT ! !
FOCUS! FOCUS! DRAGONFLY EFFECT !
To change the world, you have to get your head together first. ! !! ! !! — Jimi Hendrix! DRAGONFLY EFFECT !
FOCUSED ON A SINGLE GOAL! They did not try to sign up every single South Asian in Bay Area.! They did focus on getting 20,000 Indians into the registry.! Those who were well connected! Those who were parents! Those who could relate to Sameer and his story! DRAGONFLY EFFECT !
How can we create small focused goal! What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?! DRAGONFLY EFFECT !
FOCUS! FOCUS! Humanistic! Actionable! Testable! Clear! Happiness! DRAGONFLY EFFECT !
GRAB ATTENTION! FOCUS! GRAB ATTENTION! DRAGONFLY EFFECT !
This is designed to get somebody s attention. ! This is a hammer.! ! ! ! !! — Rep. Jason Watkins! DRAGONFLY EFFECT !
GRAB ATTENTION! FOCUS! GRAB ATTENTION! Personal
 Unexpected! Visceral! Visual! DRAGONFLY EFFECT !
GRABBED ATTENTION! Remove barriers to help (possibly more important than encouraging action)! Varied media and varied asks Know a website that reaches South Asians? ! DRAGONFLY EFFECT !
How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! DRAGONFLY EFFECT !
ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! DRAGONFLY EFFECT !
Humans are not ideally set up to understand logic; they are set up to understand stories. ! ! ! !! — Robert Schank, Cogntive Psychologist! DRAGONFLY EFFECT !
ENGAGED ! Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener! DRAGONFLY EFFECT !
ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! Tell a story! Empathize! Authenticity! Match media! DRAGONFLY EFFECT !
How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! What stories motivate employees, and are generated and spread by consumers?! DRAGONFLY EFFECT !
ENGAGE! FOCUS! GRAB ATTENTION! TAKE ACTION! ENGAGE! DRAGONFLY EFFECT !
As we look ahead to the next century, leaders will be those who empower others.! ! ! !! — Bill Gates! DRAGONFLY EFFECT !
ENABLED ACTION! Empowerment marketing - Are you ready to give up control?! Provide tools, templates Social change in a box! Act first, then think! Power of a good campaign = others do things you don t expect! DRAGONFLY EFFECT !
ENGAGE! FOCUS! GRAB ATTENTION! TAKE ACTION! Easy! Fun! Tailored! ENGAGE! Open! DRAGONFLY EFFECT !
How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! How to enable action! What stories motivate How can we enable employees, and are generated employees and consumers – and spread by consumers?! arming them with tools and templates so that they can act?! DRAGONFLY EFFECT !
THE DRAGONFLY MODEL! FOCUS! GRAB ATTENTION! ENGAGE! TAKE ACTION! DRAGONFLY EFFECT !
DRAGONFLY EFFECT !
COKE CASE STUDY THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
THE CHALLENGE Need a way to build deeper connection with consumers especially teens to its flagship Leverage digital media to connect globally THE DRAGONFLY EFFECT !
THE SOLUTION Viral digital marketing campaign on happiness 7 prototypes; $50K each Facebook apps Wallpaper Winner: Coke Happiness Machine THE DRAGONFLY EFFECT !
THE RESULT SPEND: $50K REACH: 2 million in 2 weeks -  Global: 50% viewers outside US -  70% blog posts non-English IMPACT: 95% pos comments   THE DRAGONFLY EFFECT !
NIKE WE! CASE STUDY! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
THE CHALLENGE! We wanted to enable employees to give back easily, in their own way, then get out of their way. ! 
 — Patrice Thramer, 
 Global Director Employee Marketplace, NIKE ! How can an employer facilitate meaningfulness?! THE DRAGONFLY EFFECT !
THE SOLUTION! PRIOR APPROACH! SOLUTION (NIKE WE)! 4 different employee Coordinated efforts via marketplaces with no a central employee central corporate portal (WE) Inspiration supportEmployee by giving talent, time, inspiration sessions voice and money to via star athletes! community efforts! Goal: Offer the community More than Money ! THE DRAGONFLY EFFECT !
THE SOLUTION: WE PORTAL! Hands-on work Talk about Make monetary Volunteer with with local philanthropic donations for specialized skills communities efforts via blogs, community e.g., provide free and organizing twitter, etc. and efforts fully architecture response to comment on matched by design global disaster other people s company funds! consultancy for relief! efforts! re-building Haiti! THE DRAGONFLY EFFECT !
THE RESULT! INTANGIBLE! TANGIBLE! Enhanced employee > 600 volunteering awareness, morale! opportunities ! Increased passion for work ! WE Giving - an additional 450 orgs! Better work-life balance! 5,000 Nike employees Better brand image via volunteered in 6 months positive PR! in 34 countries! THE DRAGONFLY EFFECT !
DISASTER RELIEF: MARYSVILLE ELEMENTARY SCHOOL! FIRE DISASTER! RELIEF EFFORT! Nov 2009: Marysville Broadcast for help on WE Elementary School burned portal! down in fire! 500 coats, backpacks ! No casualties but heavy material loss! Collaboration with local communities! NIKE s School Innovation Fund (NSIF) with $9M budget Cash donations! helps with relief efforts ! THE DRAGONFLY EFFECT !
OBAMA! CASE STUDY! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
OBAMA: CHANGE ! JOIN THE MOVEMENT! THE DRAGONFLY EFFECT !
INSIGHTS! How Obama linked online and offline presence, in a way that complimented offline as well, such as directing visitors to local offline events and priorities! THE DRAGONFLY EFFECT !
INSIGHTS! Asking for time (engagement) particularly in the time period when it was too early to vote
 
 Asking for money in small enough amounts to make it so democratic that it made it tantamount to another time ask ! THE DRAGONFLY EFFECT !
INSIGHTS! Matched the media, using YouTube effectively to deliver emotional messages and SMS to deliver extremely temporal ones - selection of the VP! THE DRAGONFLY EFFECT !
Harnessing the Dragonfly to Engineer Virality! THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
DEFINITION OF VIRALITY! Think spread! Each outbreak begins with 1 person! Propagation is endogenous, self- sustaining! New infectious with each new generation! THE DRAGONFLY EFFECT !
VIRALITY MATH! Conventional marketing: conversions = probability of conversion x people exposed! Viral marketing: reproduction rate = transmission rate x people told! Must be > 1 to self-sustain ! THE DRAGONFLY EFFECT !
VIRALITY MATH! Viral leverage comes from increasing transmission rate! Transmission rate: ! grab attention x engagement x fit, ease, and fun of taking action! A day after Subversive Chicken site was launched, it had a million hits. A week later it had 20 million. ! THE DRAGONFLY EFFECT !
To build brands that are authentic, to develop messages that spread, and to harness social media…! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !

 all you need to do is…! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
!GET FOCUSED! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
!GRAB ATTENTION! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
TELL A STORY!
ENABLE ACTION! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
The spirit of revolution already exists in the hearts and minds of motivated employees and loyal customers. It shows up in the individual stories that employees tell about the work they do. It shows up in the stories that customers tell about the product they love.! ! —Marty Neumeier, The Designful Company ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
WHAT S NEXT? 
 READ A GOOD BOOK! THE DRAGONFLY EFFECT ! Visit us at: DragonflyEffect.com
HAPPY! THE DRAGONFLY EFFECT !
! ! 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,! my kids: Cooper, Devon and Tea Sloane and my husband Andy Smith! THE DRAGONFLY EFFECT !
! ! 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, our parents,! Our kids: Cooper, Devon and Tea Sloane Smith! THE DRAGONFLY EFFECT !

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The Dragonfly Effect - Harnessing Social Media to Build Brands

  • 1. THE DRAGONFLY EFFECT: HARNESSING SOCIAL MEDIA TO BUILD BRANDS ! J E N N I F E R AA K E R A N D Y S M I T H! DRAGONFLY EFFECT !
  • 2. Observations!   People love to buy, but hate to be sold to!   Effective brands moving from advocates to ambassadors!   Trust gap is significant! ! THE DRAGONFLY EFFECT !
  • 3. So, how do you bridge that gap?! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 4. By being! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 5. Respectful! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 6. Curious! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 7. Courageous
 Experimenters! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 8. Storytellers! ! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 9. Technologists! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! ! !
  • 13. A VIEW OF SOCIAL MEDIA CIRCA 2008! NARCISSISM! ADHD! STALKING! DESPAIR.COM DRAGONFLY EFFECT !
  • 14. connecting! networking! amazing! understanding! fun! Social Media! innovative! friends! powerful! sharing! DRAGONFLY EFFECT !
  • 15. demanding! inaccurate! frivolous! lonely! invasive! Social Media! time suck! dangerous! passing fad! wastage of time! DRAGONFLY EFFECT !
  • 16. Creativity and 
 Innovation class ! DRAGONFLY EFFECT !
  • 17. USING SOCIAL MEDIA TO SAVE LIVES ! ROBERT CHATWANI! DRAGONFLY EFFECT !
  • 18. 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! DRAGONFLY EFFECT !
  • 19. US ESTIMATES – 2009 New cases: !44,790 Deaths: !21,870! Mortality: !49%! DRAGONFLY EFFECT !
  • 20. For European Americans, there is an 80% Chance of finding a matched donor in the NMDP Registry. !
  • 21. Of the 7.5 MILLION registrants in the! U.S.,!
  • 23. But only 1% are 
 South Asian.!
  • 24. For many patients, 
 the only cure is a 
 bone marrow transplant, 
 from a human donor.! DRAGONFLY EFFECT !
  • 25. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! 
 ! DRAGONFLY EFFECT !
  • 26. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! 
 The highest probability lies 
 in the same ethnic pool.! DRAGONFLY EFFECT !
  • 27. Non-profit that operates a bone marrow registry of 7.5 million individuals. ! DRAGONFLY EFFECT !
  • 28. For European Americans,! there is a ! 80% chance! of finding a matched donor! DRAGONFLY EFFECT !
  • 29. Of the 7.5 million registrants in the U.S.,! DRAGONFLY EFFECT !
  • 31. But only 1% are
 South Asian.! DRAGONFLY EFFECT !
  • 32. So if you are 
 South Asian…! DRAGONFLY EFFECT !
  • 33. your chances of finding a match are slim. ! DRAGONFLY EFFECT !
  • 34. V E R Y S L I M! DRAGONFLY EFFECT !
  • 36. Sameer and Vinay 
 did not find matches that they desperately needed in the registry.! DRAGONFLY EFFECT !
  • 37. To make matters worse,! DRAGONFLY EFFECT !
  • 38. in India…! a country with more than 1 billion people! ! DRAGONFLY EFFECT !
  • 39. There was no National Bone nothing Marrow Registry! DRAGONFLY EFFECT !
  • 41. Friends got together.! DRAGONFLY EFFECT !
  • 42. We all knew that 
 we needed to 
 do something. ! DRAGONFLY EFFECT !
  • 43. What were our options?! DRAGONFLY EFFECT !
  • 44. ! ! Do nothing! ! DRAGONFLY EFFECT !
  • 45. ! ! Do nothing! ! Do something! ! DRAGONFLY EFFECT !
  • 46. ! ! Do nothing! ! Do something! ! Do something SEISMIC! DRAGONFLY EFFECT !
  • 48. If the odds were 1 in 20,000! DRAGONFLY EFFECT !
  • 49. Then all we needed to do was…! DRAGONFLY EFFECT !
  • 50. hold bone marrow drives! DRAGONFLY EFFECT !
  • 51. and register 20,000 South Asians.! DRAGONFLY EFFECT !
  • 52. And then we’ll find a match.! DRAGONFLY EFFECT !
  • 54. We had only weeks to get this done.! DRAGONFLY EFFECT !
  • 56. THE CHALLENGE We needed to move fast. DRAGONFLY EFFECT !
  • 57. THE CHALLENGE We needed to move fast. We needed to scale. DRAGONFLY EFFECT !
  • 58. THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.! DRAGONFLY EFFECT !
  • 59. First, get focused.
 ! DRAGONFLY EFFECT !
  • 60. One goal: 
 20,000 South Asians! DRAGONFLY EFFECT !
  • 61. FORMED TEAMS! ! TEAM VINAY! bridges TEAM SAMEER! team lead! team lead! marketing! marketing! drive operations! drive operations! education! education! regional leads! regional leads! DRAGONFLY EFFECT !
  • 62. BUILT THE BRANDS! HelpSameer.org! HelpVinay.org! DRAGONFLY EFFECT !
  • 64. ! 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 ! transplant to sustain beyond the next few months.   ! our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow ! ! 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.! ! minutes of your time). Registering and even donating if you re ever selected is VERY simple.   ! Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 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, ! www.helpvinay.org/dp/index.php?q=event. ! Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://   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.   ! we can achieve broad scale and be part of a large online movement to save lives. ! Please use the power of your address book and the Web to spread this message – today more than ever before,   ! 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. DRAGONFLY EFFECT ! against AML at www.matchpia.org.   ! Another past success story from our community is that of Pia Awal s; please read about her successful fight !
  • 66. 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 
 Mass-Micro Brand! Mobilization! TV! Homes! Public Relations! Universities! Magazine! Temples! Posters! Corporate Drives! Newspapers! Clubs / Lounges! Telemarketing! Local Events! TRADITIONAL MEDIA! REGISTRATION! DRAGONFLY EFFECT ! http://www.helpsameer.org/strategy/
 !
  • 67. HOSTING BONE MARROW DRIVE! 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 yellow with your own text. DRAGONFLY EFFECT !
  • 70. The results in 11 weeks….! DRAGONFLY EFFECT !
  • 71. 470 bone marrow drives! DRAGONFLY EFFECT !
  • 72. 24,611 South Asians registered! DRAGONFLY EFFECT !
  • 73. Sameer = 10/10 match! DRAGONFLY EFFECT !
  • 74. Vinay = 8/10 match! DRAGONFLY EFFECT !
  • 75. SAMEER SHARED HIS STORY 
 FROM THE HOSPITAL! DRAGONFLY EFFECT !
  • 76. SAMEER BLOGGED PROLIFICALLY! Live each day as if it were your fir st Dear Friends and Loved Ones , I can t stress to you how muc h I marvel at my blessed fortu day, a fortune that all of you ha d a hand in creating. ne every If you look back at my earlies t posts on this website, you ll newly-diagnosed leukemia pa recall a tient needing a transplant fro underrepresented and traditio m a grossly nally apathetic community. Al Vinay, I ong with challenged you all to step up and spread the work; to registe respond when called upon to r and save a life. I knew that this pr very unlikely to benefit me dire ocess was ctly, but I had faith—and was convinced by Robert and othe rs—that I had an opportunity visibility to this issue to benefit to bring future patients. This worked hoped, and two other patients as found matches through our dr ives. And the unimaginable happened: I also found a match through yo efforts! ur DRAGONFLY EFFECT !
  • 77. VIDEO OF BONE MARROW TRANSFER! DRAGONFLY EFFECT !
  • 78. So, what lessons did we learn?! DRAGONFLY EFFECT !
  • 79. 1 Develop a clear goal.! There is elegance in simplicity.! ! ! DRAGONFLY EFFECT !
  • 80. 2 Reverse the rules. ! How might others might address the challenge? Do the opposite. ! DRAGONFLY EFFECT !
  • 81. 3 Tell a good (truthful) story. ! Tell stories that connect on an emotional level. ! DRAGONFLY EFFECT !
  • 82. 4 Design for collaboration.! Enable others to contribute and choose their own weapon.! DRAGONFLY EFFECT !
  • 83. UPDATE ON SAMEER! Our dear friend, Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.! DRAGONFLY EFFECT !
  • 84. D R A G O N F L Y E F F E C T !! DRAGONFLY EFFECT
  • 85. We celebrated his life by sharing his memorial service with the world.! DRAGONFLY EFFECT !
  • 87. AN UPDATE ON VINAY! Vinay had a successful transplant, but then relapsed.! He underwent alternative drug treatments but, sadly, Vinay also passed away in June 2008.! DRAGONFLY EFFECT !
  • 88. PURPOSE…REVEALED! Of the 24,611 newly registered… 266 people were matched in one ! year alone.! DRAGONFLY EFFECT !
  • 89. 266! D E S I G NN F L YHE F FP I C T S !S ! / RAGO ING AP E NE © J E N N I F E R AA K E R !
  • 90. FINAL THOUGHTS! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
  • 91. Most revolutions are sparked by the actions of a few ordinary people.! DRAGONFLY EFFECT !
  • 92. Your biggest asset is a clear mind and a very large idea. ! DRAGONFLY EFFECT !
  • 93. Find the ignition point, and light it. ! DRAGONFLY EFFECT !
  • 94. What to do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
  • 95. Could I water this?! What to do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
  • 96. Would this story grow?! Could I water this?! What to do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
  • 97. How would that make me feel?! Would this story grow?! Could I water this?! What do I do now?! DD R A G O N F L Y E F F E C T ! ! RAGONFLY EF ECT
  • 99. How do you create infectious action?! DRAGONFLY EFFECT !
  • 101. What campaigns took flight 
 vs. stay grounded? ! ! ! ! ! ! ! ! !! DRAGONFLY EFFECT !
  • 102. Four surprising factors ! ! ! ! ! ! ! ! !! DRAGONFLY EFFECT !
  • 103. Built Brands Inside Out! Defining Who We Are! Expressing Who We Are! Letterhead! Business Cards! Founding 
 principles! Our role! Story! Symbols! Logos! Collateral! Beliefs! Philosophy! Messages! Colors! Sound! Packaging! UNDERSTANDING # CLARIFYING # CONNECTING # IDENTITY # ASSETS # TOUCHPOINTS! Personality 
 Story! Promise! Voice! Photography! Websites! Attributes! Tone! Style! Signage! Typography! Advertising! Characters! Environments! Ephemera! THE DRAGONFLY EFFECT !
  • 104. ALIGNED SOCIAL GOOD AND PROFIT MOTIVES! SOCIAL •  Graemeen Bank! GOOD! SOCIAL •  Kiva! GOOD! •  Google! •  Charity:Water! •  Facebook! •  Embrace! •  Twitter! •  Whole Foods! •  Tom s Shoes! SOCIAL •  Groupon! •  Profounder! PROFITS! GOOD! •  Gap! •  World of Good! •  Nike! •  Kahani Movement! •  eBay! PROFITS! THE DRAGONFLY EFFECT !
  • 105. HARNESSED SOCIAL MEDIA! ! MEANING! DESPAIR.COM DRAGONFLY EFFECT !
  • 106. COORDINATED FOUR ACTIVITIES WITH PRECISION! ! DESPAIR.COM DESPAIR.COM DRAGONFLY EFFECT !
  • 107. DRAGONFLY: moves in any direction- even hovers-when 4 wings are in concert! DRAGONFLY EFFECT !
  • 108. DRAGONFLY EFFECT: 
 Small acts can create big change when the core idea has deep meaning.! When all four wings 
 are coordinated.! ! DRAGONFLY EFFECT ! !
  • 109. FOCUS! FOCUS! DRAGONFLY EFFECT !
  • 110. To change the world, you have to get your head together first. ! !! ! !! — Jimi Hendrix! DRAGONFLY EFFECT !
  • 111. FOCUSED ON A SINGLE GOAL! They did not try to sign up every single South Asian in Bay Area.! They did focus on getting 20,000 Indians into the registry.! Those who were well connected! Those who were parents! Those who could relate to Sameer and his story! DRAGONFLY EFFECT !
  • 112. How can we create small focused goal! What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?! DRAGONFLY EFFECT !
  • 113. FOCUS! FOCUS! Humanistic! Actionable! Testable! Clear! Happiness! DRAGONFLY EFFECT !
  • 114. GRAB ATTENTION! FOCUS! GRAB ATTENTION! DRAGONFLY EFFECT !
  • 115. This is designed to get somebody s attention. ! This is a hammer.! ! ! ! !! — Rep. Jason Watkins! DRAGONFLY EFFECT !
  • 116. GRAB ATTENTION! FOCUS! GRAB ATTENTION! Personal
 Unexpected! Visceral! Visual! DRAGONFLY EFFECT !
  • 117. GRABBED ATTENTION! Remove barriers to help (possibly more important than encouraging action)! Varied media and varied asks Know a website that reaches South Asians? ! DRAGONFLY EFFECT !
  • 118. How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! DRAGONFLY EFFECT !
  • 119. ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! DRAGONFLY EFFECT !
  • 120. Humans are not ideally set up to understand logic; they are set up to understand stories. ! ! ! !! — Robert Schank, Cogntive Psychologist! DRAGONFLY EFFECT !
  • 121. ENGAGED ! Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener! DRAGONFLY EFFECT !
  • 122. ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! Tell a story! Empathize! Authenticity! Match media! DRAGONFLY EFFECT !
  • 123. How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! What stories motivate employees, and are generated and spread by consumers?! DRAGONFLY EFFECT !
  • 124. ENGAGE! FOCUS! GRAB ATTENTION! TAKE ACTION! ENGAGE! DRAGONFLY EFFECT !
  • 125. As we look ahead to the next century, leaders will be those who empower others.! ! ! !! — Bill Gates! DRAGONFLY EFFECT !
  • 126. ENABLED ACTION! Empowerment marketing - Are you ready to give up control?! Provide tools, templates Social change in a box! Act first, then think! Power of a good campaign = others do things you don t expect! DRAGONFLY EFFECT !
  • 127. ENGAGE! FOCUS! GRAB ATTENTION! TAKE ACTION! Easy! Fun! Tailored! ENGAGE! Open! DRAGONFLY EFFECT !
  • 128. How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! How to enable action! What stories motivate How can we enable employees, and are generated employees and consumers – and spread by consumers?! arming them with tools and templates so that they can act?! DRAGONFLY EFFECT !
  • 129. THE DRAGONFLY MODEL! FOCUS! GRAB ATTENTION! ENGAGE! TAKE ACTION! DRAGONFLY EFFECT !
  • 131. COKE CASE STUDY THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  • 132. THE CHALLENGE Need a way to build deeper connection with consumers especially teens to its flagship Leverage digital media to connect globally THE DRAGONFLY EFFECT !
  • 133. THE SOLUTION Viral digital marketing campaign on happiness 7 prototypes; $50K each Facebook apps Wallpaper Winner: Coke Happiness Machine THE DRAGONFLY EFFECT !
  • 134. THE RESULT SPEND: $50K REACH: 2 million in 2 weeks -  Global: 50% viewers outside US -  70% blog posts non-English IMPACT: 95% pos comments   THE DRAGONFLY EFFECT !
  • 135. NIKE WE! CASE STUDY! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 136. THE CHALLENGE! We wanted to enable employees to give back easily, in their own way, then get out of their way. ! 
 — Patrice Thramer, 
 Global Director Employee Marketplace, NIKE ! How can an employer facilitate meaningfulness?! THE DRAGONFLY EFFECT !
  • 137. THE SOLUTION! PRIOR APPROACH! SOLUTION (NIKE WE)! 4 different employee Coordinated efforts via marketplaces with no a central employee central corporate portal (WE) Inspiration supportEmployee by giving talent, time, inspiration sessions voice and money to via star athletes! community efforts! Goal: Offer the community More than Money ! THE DRAGONFLY EFFECT !
  • 138. THE SOLUTION: WE PORTAL! Hands-on work Talk about Make monetary Volunteer with with local philanthropic donations for specialized skills communities efforts via blogs, community e.g., provide free and organizing twitter, etc. and efforts fully architecture response to comment on matched by design global disaster other people s company funds! consultancy for relief! efforts! re-building Haiti! THE DRAGONFLY EFFECT !
  • 139. THE RESULT! INTANGIBLE! TANGIBLE! Enhanced employee > 600 volunteering awareness, morale! opportunities ! Increased passion for work ! WE Giving - an additional 450 orgs! Better work-life balance! 5,000 Nike employees Better brand image via volunteered in 6 months positive PR! in 34 countries! THE DRAGONFLY EFFECT !
  • 140. DISASTER RELIEF: MARYSVILLE ELEMENTARY SCHOOL! FIRE DISASTER! RELIEF EFFORT! Nov 2009: Marysville Broadcast for help on WE Elementary School burned portal! down in fire! 500 coats, backpacks ! No casualties but heavy material loss! Collaboration with local communities! NIKE s School Innovation Fund (NSIF) with $9M budget Cash donations! helps with relief efforts ! THE DRAGONFLY EFFECT !
  • 141. OBAMA! CASE STUDY! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 142. OBAMA: CHANGE ! JOIN THE MOVEMENT! THE DRAGONFLY EFFECT !
  • 143. INSIGHTS! How Obama linked online and offline presence, in a way that complimented offline as well, such as directing visitors to local offline events and priorities! THE DRAGONFLY EFFECT !
  • 144. INSIGHTS! Asking for time (engagement) particularly in the time period when it was too early to vote
 
 Asking for money in small enough amounts to make it so democratic that it made it tantamount to another time ask ! THE DRAGONFLY EFFECT !
  • 145. INSIGHTS! Matched the media, using YouTube effectively to deliver emotional messages and SMS to deliver extremely temporal ones - selection of the VP! THE DRAGONFLY EFFECT !
  • 146. Harnessing the Dragonfly to Engineer Virality! THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  • 147. DEFINITION OF VIRALITY! Think spread! Each outbreak begins with 1 person! Propagation is endogenous, self- sustaining! New infectious with each new generation! THE DRAGONFLY EFFECT !
  • 148. VIRALITY MATH! Conventional marketing: conversions = probability of conversion x people exposed! Viral marketing: reproduction rate = transmission rate x people told! Must be > 1 to self-sustain ! THE DRAGONFLY EFFECT !
  • 149. VIRALITY MATH! Viral leverage comes from increasing transmission rate! Transmission rate: ! grab attention x engagement x fit, ease, and fun of taking action! A day after Subversive Chicken site was launched, it had a million hits. A week later it had 20 million. ! THE DRAGONFLY EFFECT !
  • 150. To build brands that are authentic, to develop messages that spread, and to harness social media…! ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 151. 
 all you need to do is…! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 152. !GET FOCUSED! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 153. !GRAB ATTENTION! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 155. ENABLE ACTION! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 156. The spirit of revolution already exists in the hearts and minds of motivated employees and loyal customers. It shows up in the individual stories that employees tell about the work they do. It shows up in the stories that customers tell about the product they love.! ! —Marty Neumeier, The Designful Company ! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 157. THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  • 158. WHAT S NEXT? 
 READ A GOOD BOOK! THE DRAGONFLY EFFECT ! Visit us at: DragonflyEffect.com
  • 160. ! ! 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,! my kids: Cooper, Devon and Tea Sloane and my husband Andy Smith! THE DRAGONFLY EFFECT !
  • 161. ! ! 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, our parents,! Our kids: Cooper, Devon and Tea Sloane Smith! THE DRAGONFLY EFFECT !