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The Dragonfly Effect“Small Acts Create Big Change”
The Book• Written by Jennifer Aaker• Published in September 2010• Quick, effective, and powerful ways to use  social media...
The Dragonfly• “…the elegance and efficacy of people who,  through the passionate pursuit of their goals,  discover that t...
The Heart
Wing 1: Focus• Five design principles (HATCH)   • Humanistic   • Actionable   • Testable   • Clarity   • Happiness• Ex: Ob...
Wing 2:  Grab Attention• Stickiness factor• Four design principles   • Get personal   • Deliver the unexpected   • Visuali...
Wing 3:     Engageof engaging campaigns• Key characteristics• Four design principles (TEAM)   • Tell a story   • Empathize...
Wing 4:     Take Action• Call of action• Four design principles (TEAM)   • Make it easy   • Make it fun   • Tailor   • Be ...
Onward and     Upward• Last minute tips:   • Create social good   • Remain motivated to pursuing your goals   • Revolution...
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Dragonfly Effect Presentation

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Quick summary for Social Media class

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Dragonfly Effect Presentation

  1. 1. The Dragonfly Effect“Small Acts Create Big Change”
  2. 2. The Book• Written by Jennifer Aaker• Published in September 2010• Quick, effective, and powerful ways to use social media to drive social change• Definitely not “slacktivism”• Ripple effect / “emotional contagion”
  3. 3. The Dragonfly• “…the elegance and efficacy of people who, through the passionate pursuit of their goals, discover that they can make a positive impact disproportionate to their resources.”• The dragonfly has four parts: • Wing 1: Focus • Wing 2: Grab Attention • Wing 3: Engage • Wing 4: Take Action
  4. 4. The Heart
  5. 5. Wing 1: Focus• Five design principles (HATCH) • Humanistic • Actionable • Testable • Clarity • Happiness• Ex: Obama’s 2008 campaign
  6. 6. Wing 2: Grab Attention• Stickiness factor• Four design principles • Get personal • Deliver the unexpected • Visualize your message • Make a visceral connection
  7. 7. Wing 3: Engageof engaging campaigns• Key characteristics• Four design principles (TEAM) • Tell a story • Empathize • Be authentic • Match the media• Ex: Kiva
  8. 8. Wing 4: Take Action• Call of action• Four design principles (TEAM) • Make it easy • Make it fun • Tailor • Be open• Ex: Alex’s Lemonade Stand for Action
  9. 9. Onward and Upward• Last minute tips: • Create social good • Remain motivated to pursuing your goals • Revolutions often start with simple ideas and ordinary people • You can’t change the world overnight, but…
  10. 10. Questions?

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