Presentation for Web 2.0 Expo Session on March 31, 2011
Many workshops teach the mechanics of using Facebook, Twitter, LinkedIn and YouTube to compete in business. But few dive into the psychological insights that explain which social media strategies work and which don’t. In this session, we’ll pull back the curtain and help you understand the subtle elements of social media success. We’ll discuss the science of social persuasion, the strategies and tactics used by companies and causes that have successfully harnessed social media toward a specific goal, and we’ll explore:
how the impact of a goal – when connected to happiness and meaning – can serve to create a resource that is often untapped
how the power of human-centered design and rapid prototyping can be used to fuel branded initiatives and experiences
how any individual can achieve unprecedented results – whether finding an almost impossible bone marrow match for a friend, building a brand inside-out, or electing the current President of the United States.
The workshop provides a roadmap for infectious action.
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Web 2.0 Expo The Dragonfly Effect: Harnessing Social Media to Build Brands
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. Observations
§ People love to buy, but hate to be sold to!
§ Trust in institutions has been shaken!
§ The price point for considered purchase
has lowered!
§ Trend toward socialization of all media!
§ Effective brand roles transitioning from
advocacy to ambassadorship!
!
THE DRAGONFLY EFFECT !
3. USING SOCIAL MEDIA TO SAVE LIVES !
ROBERT CHATWANI!
THE DRAGONFLY EFFECT !
4. 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 !
5. One goal: !
20,000 South Asians!
THE DRAGONFLY EFFECT !
9. 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/
!
10. 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 ! !
21. To change the world, you
have to get your head
together first. ! !!
! !!
— Jimi Hendrix!
THE DRAGONFLY EFFECT !
22. 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 !
23. 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 !
25. GRAB ATTENTION!
FOCUS! GRAB
ATTENTION!
THE DRAGONFLY EFFECT !
26. This is designed to get
somebody s attention. !
This is a hammer.!
! ! ! !!
— Rep. Jason Watkins!
THE DRAGONFLY EFFECT !
27. GRAB ATTENTION!
FOCUS! GRAB
ATTENTION!
Personal
Unexpected!
Visceral!
Visual!
THE DRAGONFLY EFFECT !
28. 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 !
29. 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 !
30. ENGAGE!
FOCUS! GRAB
ATTENTION!
ENGAGE!
THE DRAGONFLY EFFECT !
31. Humans are not ideally set
up to understand logic;
they are set up to
understand stories. ! ! !
!!
— Robert Schank, Cogntive Psychologist!
THE DRAGONFLY EFFECT !
32. ENGAGED !
Team Sameer engaged by
speaking authenticity, telling
a story, personally
connecting with the listener!
THE DRAGONFLY EFFECT !
33. ENGAGE!
FOCUS! GRAB
ATTENTION!
ENGAGE!
Tell a story!
Empathize!
Authenticity!
Match media!
THE DRAGONFLY EFFECT !
34. 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 !
35. ENGAGE!
FOCUS! GRAB
ATTENTION!
TAKE ACTION!
ENGAGE!
THE DRAGONFLY EFFECT !
36. As we look ahead to the next
century, leaders will be
those who empower others.!
! ! !!
— Bill Gates!
THE DRAGONFLY EFFECT !
37. 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!
THE DRAGONFLY EFFECT !
38. ENGAGE!
FOCUS! GRAB
ATTENTION!
TAKE ACTION!
Easy!
Fun!
Tailored! ENGAGE!
Open!
THE DRAGONFLY EFFECT !
39. 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 !
40. THE DRAGONFLY MODEL!
FOCUS! GRAB
ATTENTION!
ENGAGE!
TAKE ACTION!
THE DRAGONFLY EFFECT !
41. Harnessing the
Dragonfly to Engineer
Virality!
THE DRAGONFLY EFFECT !
45. COKE
CASE STUDY
THEH E D R A G O N EFFECT F E!C T
T DRAGONFLY F L Y E F !
46. 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 !
47. THE SOLUTION
Viral digital marketing
campaign on happiness
7 prototypes; $50K each
Facebook apps
Wallpaper
Winner:
Coke Happiness Machine
THE DRAGONFLY EFFECT !
48. 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 !
49. NIKE WE!
CASE STUDY!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
50. 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 !
51. 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 !
52. 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 !
53. 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 !
54. 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 !
61. To build brands that are
authentic, to develop ideas
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 ! !
62. 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 ! !