THE DRAGONFLY EFFECT : !                           H A R N E S S I N G S O C I A L M E D I A T O B U I L D B R A N D S!   ...
INBOUND OBSERVATIONS!                           §  We love to buy, but hate being sold to!                           §  ...
FIRST, SOME BACKGROUND!THE H E D R A G O NEFFECT F E C T  T DRAGONFLY F L Y E F !           !
My co-author was skeptical about                           the role of social media and its                           effe...
A VIEW OF SOCIAL MEDIA CIRCA 2008!                                              	                                         ...
USING SOCIAL MEDIA TO SAVE LIVES !                           ROBERT CHATWANI!THE DRAGONFLY EFFECT   !
TWO FRIENDS, 	DIAGNOSED WITH LEUKEMIA!                           SAMEER BHATIA, 32       	                           Grew ...
US ESTIMATES – 2009 	                   New cases:  !44,790	                   Deaths:     !21,870!                   Mort...
For many patients, 
                   the only cure is a 
                   bone marrow transplant, 
                   ...
FINDING A DONOR 	                   Marrow infusions require a                   near perfect genetic match               ...
FINDING A DONOR 	                   Marrow infusions require a                   near perfect genetic match               ...
Non-profit that                           operates a bone                           marrow registry                        ...
For European                             Americans, there                             is an 80% Chance                    ...
Of the 7.5 MILLION                              registrants in the!                              U.S.,!© T H E D R A G O N...
20% are minorities.!© T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H !THE DRAGONFLY L Y ...
But only 1% are 
                              South Asian.!© T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R...
So if you are 
                   South Asian…!THE DRAGONFLY EFFECT   !
your chances of finding a                   match are slim. !THE DRAGONFLY EFFECT   !
V E R Y S L I M!THE DRAGONFLY EFFECT   !
1 in 20,000!THE DRAGONFLY EFFECT   !
Sameer and Vinay 
                   did not find matches                   that they desperately                   needed ...
To make matters worse,!THE DRAGONFLY EFFECT   !
in India…!                   a country with more                   than 1 billion people!                    !THE DRAGONFL...
There was no	         National Bone                            nothing         Marrow Registry!THE DRAGONFLY EFFECT   !
What to do?!THE DRAGONFLY EFFECT   !
Friends got                   together.!THE DRAGONFLY EFFECT   !
We all knew that 
                   we needed to 
                   do something. !THE DRAGONFLY EFFECT   !
What were our                   options?!THE DRAGONFLY EFFECT   !
Do nothing.!THE DRAGONFLY EFFECT   !
Do nothing.!                   Do something.!THE DRAGONFLY EFFECT   !
Do nothing.!                   Do something.!                   Do something SEISMIC.!THE DRAGONFLY EFFECT   !
Our simple answer…!THE DRAGONFLY EFFECT   !
If the odds were                   1 in 20,000…!THE DRAGONFLY EFFECT   !
Then all we                   needed to do                   was…!THE DRAGONFLY EFFECT   !
hold bone                   marrow drives…!THE DRAGONFLY EFFECT   !
and register 20,000                   South Asians.!THE DRAGONFLY EFFECT   !
And then weʼll                   find a match.!THE DRAGONFLY EFFECT   !
Just 1 problem.!THE DRAGONFLY EFFECT   !
We had a matter                   of weeks to get                   this done.!THE DRAGONFLY EFFECT   !
THE CHALLENGE!                   We needed to move fast.!                   We needed scale.!                   Failure wa...
First, stay focused.
                   !THE DRAGONFLY EFFECT   !
One goal: !                   20,000 South Asians!THE DRAGONFLY EFFECT   !
Dear Friends,         Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute My...
HARNESS SOCIAL MEDIA & WEB 2.0!THE DRAGONFLY EFFECT   !
GET ORGANIZED & FORM TEAMS!           TEAM VINAY!         bridges   TEAM SAMEER!           team lead!                    t...
BUILD THE BRANDS!       HelpSameer.org!     HelpVinay.org!THE DRAGONFLY EFFECT   !
Execute,                   like CRAZY.!THE DRAGONFLY EFFECT   !
HELP SAMEER STRATEGY!        SOCIAL MEDIA!                                                        EDUCATION!              ...
10 Simple Steps—You Can Do It!            Let s find Sameer and Vinay a match! Hosting a bone marrow registration drive at...
THE DRAGONFLY EFFECT   !
THE DRAGONFLY EFFECT   !
The results in 11 weeks….!THE DRAGONFLY EFFECT   !
470 bone marrow drives!THE DRAGONFLY EFFECT   !
24,611 cheeks…                                June   July   augustTHE DRAGONFLY EFFECT   !
24,611 South Asians registered!THE DRAGONFLY EFFECT   !
Sameer = 10/10 match!THE DRAGONFLY EFFECT   !
Vinay = 8/10 match!THE DRAGONFLY EFFECT   !
SAMEER SHARED HIS STORY 
FROM THE HOSPITAL!THE H E D R A G O NEFFECT F E C T  T DRAGONFLY F L Y E F !           !
SAMEER BLOGGED PROLIFICALLY!                                 Live each day as if it were your fir                         ...
THE DRAGONFLY EFFECT   !
So, what lessons did                   we learn?!THE DRAGONFLY EFFECT   !
1	                           Develop a clear goal.!                           There is elegance in simplicity.!           ...
2	                           Reverse the rules. !                           How might others might address the            ...
3	       Tell a good (truthful) story. !                           Tell stories that connect on an                        ...
4	       Design for collaboration.!                           Enable others to contribute and                           ch...
UPDATE ON SAMEER!                           Our dear friend,                           Sameer, relapsed within            ...
THE DRAGONFLY EFFECT   !
We celebrated his life by                   sharing his memorial                   service with the world.!THE DRAGONFLY E...
LIVE GLOBAL WEBCAST!THE DRAGONFLY EFFECT   !
AN UPDATE ON VINAY!                           Vinay had a successful                           transplant, but then       ...
PURPOSE…REVEALED!            Of the 24,611 newly            registered…	            266            people	            were...
266!D E S IDRAGONFLY EFFECT ! !/THE G N I N G H A P P I N E S S   © J E N N I F E R AA K E R !
FINAL THOUGHTS!THE DRAGONFLY EFFECT   !
Most revolutions are                   sparked by the actions                   of a few ordinary                   people...
Your biggest asset is a                   clear mind and a very                   large idea. !THE DRAGONFLY EFFECT   !
Find the ignition point,                   and light it. !THE DRAGONFLY EFFECT   !
What do we do now?!THE DRAGONFLY EFFECT   !
Could we water this?!  What do we do now?!THE DRAGONFLY EFFECT   !
Would this story grow?!                           Could I water this?!  What do I do now?!THE DRAGONFLY EFFECT   !
How would that make us feel?!                                   Would this story grow?!                           Could I ...
HAPPY.!THE DRAGONFLY EFFECT   !
WHAT COULD WE DO TO HELP!          QUICKLY!          POWERFULLY!          EFFECTIVELY!          !THE DRAGONFLY EFFECT   !
WHAT COULD WE DO TO HELP!          QUICKLY!          POWERFULLY!          EFFECTIVELY!          !          HARNESSING SOCI...
COLLECT STORIES.!THE DRAGONFLY EFFECT   !
NIKE WE!                                        CASE STUDY!THEH E D R A G O N EFFECT F E!C T  T DRAGONFLY F L Y E F       ...
THE CHALLENGE!                                            We wanted to enable                                        emplo...
THE SOLUTION!                       PRIOR APPROACH!        SOLUTION (NIKE WE)!                       4 different employee ...
THE SOLUTION: WE PORTAL!Hands-on work              Talk about           Make monetary    Volunteer withwith local         ...
THE RESULT!        INTANGIBLE!                  TANGIBLE!        Enhanced employee            > 600 volunteering        aw...
DISASTER RELIEF: MARYSVILLEELEMENTARY SCHOOL!        FIRE DISASTER!                RELIEF EFFORT!        Nov 2009: Marysvi...
THE H E D R A G O NEFFECT F E C T  T DRAGONFLY F L Y E F !           !
SINGLE FOCUSED GOAL!                           Need a way to build deeper                           connection with consum...
DESIGN APPROACH!                           Viral digital marketing                           campaign on happiness !      ...
THE DRAGONFLY EFFECT   !
THE RESULT!   SPEND: $50K!   REACH: 2 million in 2 weeks!   Global: 50% viewers outside US !   70% blog posts non-English!...
SOCIAL       	                                                  •  Graemeen Bank!                   GOOD!                 ...
What campaigns took flight 
                   vs. stay grounded? !                   !                   !                ...
Two surprising factors !                   !                   !                     ! ! ! ! ! !!THE DRAGONFLY EFFECT   !
A RECONSIDERED VIEW OF SOCIAL MEDIA!                           MEANING!                              DESPAIR.COM          ...
Four activities were                           coordinated with                           precision, operating            ...
FOCUS ON A SINGLE GOAL!THE DRAGONFLY EFFECT   !
REVERSE RULES!THE DRAGONFLY EFFECT   !
TELL A STORY!THE DRAGONFLY EFFECT   !
ENABLE OTHERS TO ACT!THE DRAGONFLY EFFECT   !
Dragonfly: can fly in any direction when all four  wings beat in concert.!THE DRAGONFLY EFFECT   !
DRAGONFLY EFFECT: 
         Small acts can create big change!         !THE DRAGONFLY EFFECT   !
DRAGONFLY EFFECT: 
         Small acts can create big change         when the core idea has deep         meaning!         ...
When all four wings 
                   are coordinated.!THE DRAGONFLY EFFECT   !
FOCUS!                       FOCUS!THE DRAGONFLY EFFECT   !
To change the world, you                       have to get your head                       together first. ! !!            ...
FOCUSED ON A SINGLE GOAL!                           They did not try to sign up                           every single Sou...
How can we create small              focused goal!              What single focused goal is              actionable, measu...
FOCUS!                       FOCUS!                       Humanistic!                       Actionable!                   ...
GRAB ATTENTION!                       FOCUS!   GRAB                                ATTENTION!THE DRAGONFLY EFFECT   !
When you advertise fire-                       extinguishers, open with                       the fire.!                    ...
GRAB ATTENTION!                       FOCUS!   GRAB                                ATTENTION!                             ...
GRABBED ATTENTION!                           Remove barriers to help                           (possibly more important   ...
How can we create small          How are we grabbing              focused goal!                    attention? !           ...
ENGAGE!                       FOCUS!   GRAB                                ATTENTION!                                ENGAG...
Humans are not ideally set                       up to understand logic;                       they are set up to         ...
ENGAGED !                           Team Sameer engaged by                           speaking authenticity, telling       ...
ENGAGE!                       FOCUS!   GRAB                                ATTENTION!                                ENGAG...
How can we create small          How are we grabbing              focused goal!                    attention? !           ...
TAKE ACTION!                       FOCUS!   GRAB                                ATTENTION!                 TAKE ACTION!   ...
As we look ahead to the next                   century, leaders will be                   those who empower others.!      ...
TAKE ACTION!                           Empowerment marketing                           - Are you ready to give up         ...
TAKE ACTION!                       FOCUS!   GRAB                                ATTENTION!               TAKE ACTION!     ...
WHERE DOES THIS LEAVE US?!              How can we create small          How are we grabbing              focused goal!   ...
THE DRAGONFLY MODEL!                       FOCUS!   GRAB                                ATTENTION!                        ...
C&DʼS!                           LEMONADE!                           CASE STUDY!THE DRAGONFLY EFFECT   !
THE CHALLENGE!                           Getting kids to connect to                           meaning, responsibility - a ...
THE SOLUTION!THE DRAGONFLY EFFECT   !
LEMONADE STAND STUDY!                           Time   Money              Control                                         ...
THE RESULT: WHO BUYS?!                           Of the 391 passersby,                           40 stopped to buy!THE DRA...
RESULTS: WHAT DO THEY DONATE?!                           And they paid nearly                           twice as much!THE ...

    all you need to do is…!THEH E D R A G O N EFFECT F E!C T  T DRAGONFLY F L Y E F             !
!GET FOCUSED!THEH E D R A G O N EFFECT F E!C T  T DRAGONFLY F L Y E F             !
!GRAB ATTENTION!THEH E D R A G O N EFFECT F E!C T  T DRAGONFLY F L Y E F             !
TELL A STORY!THE DRAGONFLY EFFECT   !
ENABLE ACTION!THEH E D R A G O N EFFECT 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      ...
THEH E D R A G O N EFFECT F E!C T  T DRAGONFLY F L Y E F             !
Harnessing the                       Dragonfly to Engineer                       Virality!THE DRAGONFLY EFFECT   !
DEFINITION OF VIRALITY!                           •  Think spread!                           •  Each outbreak             ...
VIRALITY MATH!                           •  Conventional marketing:                              conversions =            ...
VIRALITY MATH!                                                                             Viral leverage from            ...
Research on Virality:                   A Viral Hit!                                           Milward Brown (2010)!THE DR...
ONE RECENT STUDY!                           102 ads, coded for ʻVirality” !                           (more than 5K views/...
“There was no relation                   between persuasion and                   viral potential.” ! ! ! !!              ...
FOUR TIPS!                           Great creativity!                           Wide dissemination!                      ...
THE VIRAL HITS!                           E-Trade!                           Audi!                           Snickers!    ...
WHAT S NEXT? 
READ A GOOD BOOK!THE DRAGONFLY EFFECT   !
DragonflyEffect.com!                              Andy Smith @Kabbenbock!                           facebook.com/dragonflyef...
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Dragonfly Effect-Harnessing Social Media to Build Brands-Bend WebCAM 2011

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"Harnessing Social Media to Build Brands," will dive into the psychological insights that explain which social media strategies work and which don't. He'll pull back the curtain and help you understand the subtle elements of social media success, discussing the science of social persuasion and the tactics used by companies and causes that have successfully harnessed social media toward a specific goal.

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Dragonfly Effect-Harnessing Social Media to Build Brands-Bend WebCAM 2011

  1. 1. THE DRAGONFLY EFFECT : ! H A R N E S S I N G S O C I A L M E D I A T O B U I L D B R A N D S! ANDY SMITH V O N A V O N A V E N T U R E S!THE DRAGONFLY EFFECT !
  2. 2. INBOUND OBSERVATIONS! §  We love to buy, but hate being sold to! §  Trust in institutions at all time lows! §  More categories are considered purchases! §  Old media dabbling in social elements! §  Consumers repelled by brand advocates, but respond to ambassadors! !THE DRAGONFLY EFFECT !
  3. 3. FIRST, SOME BACKGROUND!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  4. 4. My co-author was skeptical about the role of social media and its effectiveness in building brands!THE DRAGONFLY EFFECT !
  5. 5. A VIEW OF SOCIAL MEDIA CIRCA 2008! NARCISSISM! ADHD! STALKING! DESPAIR.COMTHE DRAGONFLY EFFECT !
  6. 6. USING SOCIAL MEDIA TO SAVE LIVES ! ROBERT CHATWANI!THE DRAGONFLY EFFECT !
  7. 7. 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!THE DRAGONFLY EFFECT !
  8. 8. US ESTIMATES – 2009 New cases: !44,790 Deaths: !21,870! Mortality: !49%!THE DRAGONFLY EFFECT !
  9. 9. For many patients, 
 the only cure is a 
 bone marrow transplant, 
 from a human donor.!THE DRAGONFLY EFFECT !
  10. 10. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! 
 !THE DRAGONFLY EFFECT !
  11. 11. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! 
 The highest probability lies 
 in the same ethnic pool.!THE DRAGONFLY EFFECT !
  12. 12. Non-profit that operates a bone marrow registry of 7.5 million individuals. !THE DRAGONFLY EFFECT !
  13. 13. For European Americans, there is an 80% Chance of finding a matched donor in the NMDP Registry. !© T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H !THE DRAGONFLY L Y E F F
  14. 14. Of the 7.5 MILLION registrants in the! U.S.,!© T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H !THE DRAGONFLY L Y E F F
  15. 15. 20% are minorities.!© T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H !THE DRAGONFLY L Y E F F
  16. 16. But only 1% are 
 South Asian.!© T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H !THE DRAGONFLY L Y E F F
  17. 17. So if you are 
 South Asian…!THE DRAGONFLY EFFECT !
  18. 18. your chances of finding a match are slim. !THE DRAGONFLY EFFECT !
  19. 19. V E R Y S L I M!THE DRAGONFLY EFFECT !
  20. 20. 1 in 20,000!THE DRAGONFLY EFFECT !
  21. 21. Sameer and Vinay 
 did not find matches that they desperately needed in the registry.!THE DRAGONFLY EFFECT !
  22. 22. To make matters worse,!THE DRAGONFLY EFFECT !
  23. 23. in India…! a country with more than 1 billion people! !THE DRAGONFLY EFFECT !
  24. 24. There was no National Bone nothing Marrow Registry!THE DRAGONFLY EFFECT !
  25. 25. What to do?!THE DRAGONFLY EFFECT !
  26. 26. Friends got together.!THE DRAGONFLY EFFECT !
  27. 27. We all knew that 
 we needed to 
 do something. !THE DRAGONFLY EFFECT !
  28. 28. What were our options?!THE DRAGONFLY EFFECT !
  29. 29. Do nothing.!THE DRAGONFLY EFFECT !
  30. 30. Do nothing.! Do something.!THE DRAGONFLY EFFECT !
  31. 31. Do nothing.! Do something.! Do something SEISMIC.!THE DRAGONFLY EFFECT !
  32. 32. Our simple answer…!THE DRAGONFLY EFFECT !
  33. 33. If the odds were 1 in 20,000…!THE DRAGONFLY EFFECT !
  34. 34. Then all we needed to do was…!THE DRAGONFLY EFFECT !
  35. 35. hold bone marrow drives…!THE DRAGONFLY EFFECT !
  36. 36. and register 20,000 South Asians.!THE DRAGONFLY EFFECT !
  37. 37. And then weʼll find a match.!THE DRAGONFLY EFFECT !
  38. 38. Just 1 problem.!THE DRAGONFLY EFFECT !
  39. 39. We had a matter of weeks to get this done.!THE DRAGONFLY EFFECT !
  40. 40. THE CHALLENGE! We needed to move fast.! We needed scale.! Failure was not an option.!THE DRAGONFLY EFFECT !
  41. 41. First, stay focused.
 !THE DRAGONFLY EFFECT !
  42. 42. One goal: ! 20,000 South Asians!THE DRAGONFLY EFFECT !
  43. 43. 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 caughtTHE DRAGONFLY EFFECT !
  44. 44. HARNESS SOCIAL MEDIA & WEB 2.0!THE DRAGONFLY EFFECT !
  45. 45. GET ORGANIZED & FORM TEAMS! TEAM VINAY! bridges TEAM SAMEER! team lead! team lead! marketing! marketing! drive operations! drive operations! education! education! regional leads! regional leads!THE DRAGONFLY EFFECT !
  46. 46. BUILD THE BRANDS! HelpSameer.org! HelpVinay.org!THE DRAGONFLY EFFECT !
  47. 47. Execute, like CRAZY.!THE DRAGONFLY EFFECT !
  48. 48. 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!THE DRAGONFLY EFFECT ! http://www.helpsameer.org/strategy/
 !
  49. 49. 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 H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  50. 50. THE DRAGONFLY EFFECT !
  51. 51. THE DRAGONFLY EFFECT !
  52. 52. The results in 11 weeks….!THE DRAGONFLY EFFECT !
  53. 53. 470 bone marrow drives!THE DRAGONFLY EFFECT !
  54. 54. 24,611 cheeks… June July augustTHE DRAGONFLY EFFECT !
  55. 55. 24,611 South Asians registered!THE DRAGONFLY EFFECT !
  56. 56. Sameer = 10/10 match!THE DRAGONFLY EFFECT !
  57. 57. Vinay = 8/10 match!THE DRAGONFLY EFFECT !
  58. 58. SAMEER SHARED HIS STORY 
FROM THE HOSPITAL!THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  59. 59. 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! urTHE DRAGONFLY EFFECT !
  60. 60. THE DRAGONFLY EFFECT !
  61. 61. So, what lessons did we learn?!THE DRAGONFLY EFFECT !
  62. 62. 1 Develop a clear goal.! There is elegance in simplicity.! ! !THE DRAGONFLY EFFECT !
  63. 63. 2 Reverse the rules. ! How might others might address the challenge? Do the opposite. !THE DRAGONFLY EFFECT !
  64. 64. 3 Tell a good (truthful) story. ! Tell stories that connect on an emotional level. !THE DRAGONFLY EFFECT !
  65. 65. 4 Design for collaboration.! Enable others to contribute and choose their own weapon.!THE DRAGONFLY EFFECT !
  66. 66. UPDATE ON SAMEER! Our dear friend, Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.!THE DRAGONFLY EFFECT !
  67. 67. THE DRAGONFLY EFFECT !
  68. 68. We celebrated his life by sharing his memorial service with the world.!THE DRAGONFLY EFFECT !
  69. 69. LIVE GLOBAL WEBCAST!THE DRAGONFLY EFFECT !
  70. 70. 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.!THE DRAGONFLY EFFECT !
  71. 71. PURPOSE…REVEALED! Of the 24,611 newly registered… 266 people were matched in one ! year alone.!THE DRAGONFLY EFFECT !
  72. 72. 266!D E S IDRAGONFLY EFFECT ! !/THE G N I N G H A P P I N E S S © J E N N I F E R AA K E R !
  73. 73. FINAL THOUGHTS!THE DRAGONFLY EFFECT !
  74. 74. Most revolutions are sparked by the actions of a few ordinary people.!THE DRAGONFLY EFFECT !
  75. 75. Your biggest asset is a clear mind and a very large idea. !THE DRAGONFLY EFFECT !
  76. 76. Find the ignition point, and light it. !THE DRAGONFLY EFFECT !
  77. 77. What do we do now?!THE DRAGONFLY EFFECT !
  78. 78. Could we water this?! What do we do now?!THE DRAGONFLY EFFECT !
  79. 79. Would this story grow?! Could I water this?! What do I do now?!THE DRAGONFLY EFFECT !
  80. 80. How would that make us feel?! Would this story grow?! Could I water this?! What do I do now?!THE DRAGONFLY EFFECT !
  81. 81. HAPPY.!THE DRAGONFLY EFFECT !
  82. 82. WHAT COULD WE DO TO HELP! QUICKLY! POWERFULLY! EFFECTIVELY! !THE DRAGONFLY EFFECT !
  83. 83. WHAT COULD WE DO TO HELP! QUICKLY! POWERFULLY! EFFECTIVELY! ! HARNESSING SOCIAL MEDIA!THE DRAGONFLY EFFECT !
  84. 84. COLLECT STORIES.!THE DRAGONFLY EFFECT !
  85. 85. NIKE WE! CASE STUDY!THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  86. 86. 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 !
  87. 87. THE SOLUTION! PRIOR APPROACH! SOLUTION (NIKE WE)! 4 different employee Coordinated efforts via marketplaces with no a central employee central corporate portal (WE)Inspiration support ! by giving talent, time, voice and money to Employee inspiration community efforts! sessions via star athletes! Goal: Offer the community More than Money !THE DRAGONFLY EFFECT !
  88. 88. THE SOLUTION: WE PORTAL!Hands-on work Talk about Make monetary Volunteer withwith local philanthropic donations for specialized skillscommunities efforts via blogs, community e.g., provide freeand organizing twitter, etc. and efforts fully architectureresponse to comment on matched by designglobal disaster other people s company funds! consultancy forrelief! efforts! re-building Haiti!THE DRAGONFLY EFFECT !
  89. 89. 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 !
  90. 90. DISASTER RELIEF: MARYSVILLEELEMENTARY 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 !
  91. 91. THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
  92. 92. SINGLE FOCUSED GOAL! Need a way to build deeper connection with consumers especially teens to its flagship! Leverage digital media to connect globally!THE DRAGONFLY EFFECT !
  93. 93. DESIGN APPROACH! Viral digital marketing campaign on happiness ! 7 prototypes; $50K each! Facebook apps! Wallpaper ! ! Winner: ! Coke Happiness Machine!THE DRAGONFLY EFFECT !
  94. 94. THE DRAGONFLY EFFECT !
  95. 95. THE RESULT! SPEND: $50K! REACH: 2 million in 2 weeks! Global: 50% viewers outside US ! 70% blog posts non-English! IMPACT: 95% positive comments  !THE DRAGONFLY EFFECT !
  96. 96. 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 !
  97. 97. What campaigns took flight 
 vs. stay grounded? ! ! ! ! ! ! ! ! !!THE DRAGONFLY EFFECT !
  98. 98. Two surprising factors ! ! ! ! ! ! ! ! !!THE DRAGONFLY EFFECT !
  99. 99. A RECONSIDERED VIEW OF SOCIAL MEDIA! MEANING! DESPAIR.COM DESPAIR.COMTHE DRAGONFLY EFFECT !
  100. 100. Four activities were coordinated with precision, operating in sync! ! ! ! ! ! ! !!THE DRAGONFLY EFFECT !
  101. 101. FOCUS ON A SINGLE GOAL!THE DRAGONFLY EFFECT !
  102. 102. REVERSE RULES!THE DRAGONFLY EFFECT !
  103. 103. TELL A STORY!THE DRAGONFLY EFFECT !
  104. 104. ENABLE OTHERS TO ACT!THE DRAGONFLY EFFECT !
  105. 105. Dragonfly: can fly in any direction when all four wings beat in concert.!THE DRAGONFLY EFFECT !
  106. 106. DRAGONFLY EFFECT: 
 Small acts can create big change! !THE DRAGONFLY EFFECT !
  107. 107. DRAGONFLY EFFECT: 
 Small acts can create big change when the core idea has deep meaning! ! !THE DRAGONFLY EFFECT !
  108. 108. When all four wings 
 are coordinated.!THE DRAGONFLY EFFECT !
  109. 109. FOCUS! FOCUS!THE DRAGONFLY EFFECT !
  110. 110. To change the world, you have to get your head together first. ! !! ! !! — Jimi Hendrix"THE DRAGONFLY EFFECT !
  111. 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!THE DRAGONFLY EFFECT !
  112. 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?!THE DRAGONFLY EFFECT !
  113. 113. FOCUS! FOCUS! Humanistic! Actionable! Testable! Clear! Happiness!THE DRAGONFLY EFFECT !
  114. 114. GRAB ATTENTION! FOCUS! GRAB ATTENTION!THE DRAGONFLY EFFECT !
  115. 115. When you advertise fire- extinguishers, open with the fire.! ! ! ! !! — David Ogilvy"THE DRAGONFLY EFFECT !
  116. 116. GRAB ATTENTION! FOCUS! GRAB ATTENTION! Personal
 Unexpected! Visceral! Visual!THE DRAGONFLY EFFECT !
  117. 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? !THE DRAGONFLY EFFECT !
  118. 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?!THE DRAGONFLY EFFECT !
  119. 119. ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE!THE DRAGONFLY EFFECT !
  120. 120. Humans are not ideally set up to understand logic; they are set up to understand stories. ! ! ! !! — Robert Schank, Cognitive Psychologist"THE DRAGONFLY EFFECT !
  121. 121. ENGAGED ! Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener!THE DRAGONFLY EFFECT !
  122. 122. ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! Tell a story! Empathize! Authenticity! Match media!THE DRAGONFLY EFFECT !
  123. 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?!THE DRAGONFLY EFFECT !
  124. 124. TAKE ACTION! FOCUS! GRAB ATTENTION! TAKE ACTION! ENGAGE!THE DRAGONFLY EFFECT !
  125. 125. As we look ahead to the next century, leaders will be those who empower others.! ! ! !! — Bill Gates"THE DRAGONFLY EFFECT !
  126. 126. TAKE 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!THE DRAGONFLY EFFECT !
  127. 127. TAKE ACTION! FOCUS! GRAB ATTENTION! TAKE ACTION! Easy! Fun! Tailored! ENGAGE! Open!THE DRAGONFLY EFFECT !
  128. 128. WHERE DOES THIS LEAVE US?! 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?!THE DRAGONFLY EFFECT !
  129. 129. THE DRAGONFLY MODEL! FOCUS! GRAB ATTENTION! ENGAGE! TAKE ACTION!THE DRAGONFLY EFFECT !
  130. 130. C&DʼS! LEMONADE! CASE STUDY!THE DRAGONFLY EFFECT !
  131. 131. THE CHALLENGE! Getting kids to connect to meaning, responsibility - a simple cause. ! Giving them the belief that they can make a difference! Foster creativity along the way!THE DRAGONFLY EFFECT !
  132. 132. THE SOLUTION!THE DRAGONFLY EFFECT !
  133. 133. LEMONADE STAND STUDY! Time Money Control DEPENDENT VARIABLES! ! – % of passersby who purchased! – Willingness to pay ($1-$3)!THE DRAGONFLY EFFECT !
  134. 134. THE RESULT: WHO BUYS?! Of the 391 passersby, 40 stopped to buy!THE DRAGONFLY EFFECT !
  135. 135. RESULTS: WHAT DO THEY DONATE?! And they paid nearly twice as much!THE DRAGONFLY EFFECT !
  136. 136. 
 all you need to do is…!THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  137. 137. !GET FOCUSED!THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  138. 138. !GRAB ATTENTION!THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  139. 139. TELL A STORY!THE DRAGONFLY EFFECT !
  140. 140. ENABLE ACTION!THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  141. 141. 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 !THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  142. 142. THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
  143. 143. Harnessing the Dragonfly to Engineer Virality!THE DRAGONFLY EFFECT !
  144. 144. DEFINITION OF VIRALITY! •  Think spread! •  Each outbreak begins with one single person! •  Propagation is endogenous, self-sustaining! •  New infectious with each new generation!THE DRAGONFLY EFFECT !
  145. 145. 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 !
  146. 146. VIRALITY MATH! Viral leverage from increasing transmission! Transmission rate: ! grab attention x! engagement x! fit, ease, and fun of A day after Subversive Chicken site was launched, it had a million hits. A week later it had 20 million. ! taking action!THE DRAGONFLY EFFECT !
  147. 147. Research on Virality: A Viral Hit! Milward Brown (2010)!THE DRAGONFLY EFFECT !
  148. 148. ONE RECENT STUDY! 102 ads, coded for ʻVirality” ! (more than 5K views/week)!THE DRAGONFLY EFFECT !
  149. 149. “There was no relation between persuasion and viral potential.” ! ! ! !! " — Ann Green, Millward Brown"THE DRAGONFLY EFFECT !
  150. 150. FOUR TIPS! Great creativity! Wide dissemination! Good search optimization! “Cross your fingers”!THE DRAGONFLY EFFECT !
  151. 151. THE VIRAL HITS! E-Trade! Audi! Snickers! Wal-Mart! Coke! …were the viral hits of the 102 ads!THE DRAGONFLY EFFECT !
  152. 152. WHAT S NEXT? 
READ A GOOD BOOK!THE DRAGONFLY EFFECT !
  153. 153. DragonflyEffect.com! Andy Smith @Kabbenbock! facebook.com/dragonflyeffect!THE DRAGONFLY EFFECT !

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