Using Social Media   to Save Lives            POWER of SOCIAL TECHNOLOGY                         By Robert Chatwarni      ...
Two friends, diagnosed with Leukemia         •   Sameer Bhatia, 32         •   Grew up in Seattle         •   My Co-Founde...
LeukemiaCancer that starts in blood-formingtissue such as the bone marrow andcauses large numbers of blood cells tobe prod...
US Estimates – 2008New cases: 44,270Deaths: 21,710
Range of treatmentsOral drugs      Cord blood transplant   Bone marrow transplantChemotherapy                        Radia...
Acute Myeloid Leukemia (AML)
What is bone marrow?Spongy tissue found inside of bones.Marrow produces the body’s white &red blood cells, and platelets.
For many leukemia patients, the onlycure is a bone marrow transplant, withmarrow that comes from a donor.
What is a marrow transplant?Transplantation of donor blood stemcells derived from the bone marrow orbloodstream (most comm...
Finding a donorMarrow infused into the patient requires agenetic match that is as perfect as possible(10/10 match paramete...
Non-profit thatoperates abone marrowregistry of 6.8millionindividuals.
For Caucasians, there is an80% chance of finding amatched donor in the NMDPregistry.
Of the 6.8 million registrants,
20% are minorities.
But only 1% are South Asian.
So if you are South Asian…
the odds of finding a   match are low.
Very low.
1 in 20,000
Sameer and Vinay did notfind matches that theydesperately needed in theregistry.
To make matters worse…
…in India,
a country with more than     1 billion people
There is no bonemarrow registry.     nothing
What to do?
Friends got together.
All of us were quite shockedabout the news that two ofour friends were struck withcancer.
We all felt like we needed todo something. Anything.
What were our options?
Do nothing.
Do nothing.Do something.
Do nothing.Do something.Do something SEISMIC.
Our simple answer…
If the odds were 1 in 20,000…
Then all we needed to do was…
hold bone marrow drives…
and register 20,000 South Asians.
And then we’ll find a match.
Just 1 problem.
We had a matter ofweeks to get this done.
The ChallengeWe needed to move fastWe needed scaleFailure was not an option
First, think small, stayfocused.One personOne goal
GET: Some structure to the chaos Grab              Engage             Take attention                            action• Ma...
Harness Social Media & Web 2.0You can do today what was impossiblejust a few years ago
What…exactly…is Social Media?• Internet- and mobile-based tools for sharing information  among human beings• The interacti...
What did we do?1. Got organized & formed teams2. Built the “brands”3. Created the architecture4. Recruited volunteers5. Ex...
Got organized & formed teamsTeam Vinay         bridges   Team Sameerteam lead                    team leadmarketing       ...
Built the brands  HelpSameer.org     HelpVinay.org       HelpSameerAndVinay.org
Built the brands  HelpSameer.org   HelpVinay.org
Created the architecture – Web 2.0 Tools For the team             For registrants  Google Docs             Tell a friend f...
Executed, like CRAZY.
Strategy     Instant Brand             Mass Micro-MobilizationQuickly generate              Drive action amongst asawarene...
Social Media    Education               Widgets                                                          How to Videos Blo...
Click Here
The Results – 12 weeks• 470 bone marrow drives• 24,611 new people registered• About 3,500 volunteers• 1m+ media impression...
Goal achieved.• Sameer = 10/10 match.• Vinay = 8/10 match.• Transplants done Fall 2007.
Sameer shared his story from the hospital.
Both Sameer and Vinay blogged prolifically.
Sameer even posted a video of his    transplant on YouTube.
GET: Examples of what we used Grab              Engage                Take attention                               action•...
Keys to Effective Social Media Campaign  • The campaign can be built upon  • No one should have to ask for your permission...
So, what lessons did we learn?
1. Develop a clear goal.There is elegance in simplicity.
2. Act, then think. (Reverse the rule)Maintain a deep bias for action.Resist the temptation to have amaster plan before ta...
3. Tell a good (truthful) story.Tell stories to connect with humanemotion. Develop the right voice,and strike a bond.
4. Design an architecture for   collaboration.Enable others to contribute - allowthe army to self-enroll, and letsoldiers ...
5. Focus on empowerment marketing*Empower people to market yourorganization and its cause.* Sundeep Ahuja – http://thesunr...
6. Measure one, and only one metric.Share the metric with the entireworld – let everyone know howwell you’re succeeding, o...
7. Try, fail, try, fail, try, succeed.Don’t love your ideas. If you tryeverything, something will work.Find the something ...
8. Don’t ask for help. Rather, tell   people they need to help you.Who do you want to help you –Hollywood actor? Nobel lau...
The 8 Lessons1. Develop a clear goal.2. Tell your story.3. Act, then think (big).4. Design for collaboration.5. Empowermen...
Update on Sameer• Our best friend, Sameer, relapsed within  3 months of his transplant• He fought hard – but sadly, passed...
We celebrated his life bysharing his memorial servicewith the world.
Live Global Webcast200+ live global viewers        6,000+ total views6,000+ views in first 7 weeks
Vinay• Vinay had a successful transplant, but  then relapsed• Underwent alternative drug treatments• Sadly, Vinay also pas...
Purpose…revealed.Of the 24,000 new registered donors forSameer & Vinay, 7,500+ were registered inthe Bay Area.
Purpose…revealed.From this 7,500+ the NMDP found ~ 80 newmatches for other leukemia patients.
Legacy…revealed.Sameer & Vinay’s cause haspotentially led to 250 lives saved inthe past year alone.
Final thoughts
Most revolutions aresparked by the actions of afew ordinary people.
Your biggest asset is a clearmind and a very large idea.
Find the ignition point of achain reaction, and goignite it.
Using Social Media   to Save Lives            POWER of SOCIAL TECHNOLOGY             ©2009 aaker@gsb.stanford.edu
Using socialmediatosavelives
Using socialmediatosavelives
Using socialmediatosavelives
Using socialmediatosavelives
Using socialmediatosavelives
Using socialmediatosavelives
Using socialmediatosavelives
Using socialmediatosavelives
Using socialmediatosavelives
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Sameer & Vinay Case Study
Stanford Business School

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Using socialmediatosavelives

  1. 1. Using Social Media to Save Lives POWER of SOCIAL TECHNOLOGY By Robert Chatwarni The Dragonfly Effect aaker@gsb.stanford.edu
  2. 2. Two friends, diagnosed with Leukemia • Sameer Bhatia, 32 • Grew up in Seattle • My Co-Founder, prior 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 Boston University • Diagnosed November 2006
  3. 3. LeukemiaCancer that starts in blood-formingtissue such as the bone marrow andcauses large numbers of blood cells tobe produced and enter thebloodstream.
  4. 4. US Estimates – 2008New cases: 44,270Deaths: 21,710
  5. 5. Range of treatmentsOral drugs Cord blood transplant Bone marrow transplantChemotherapy Radiation
  6. 6. Acute Myeloid Leukemia (AML)
  7. 7. What is bone marrow?Spongy tissue found inside of bones.Marrow produces the body’s white &red blood cells, and platelets.
  8. 8. For many leukemia patients, the onlycure is a bone marrow transplant, withmarrow that comes from a donor.
  9. 9. What is a marrow transplant?Transplantation of donor blood stemcells derived from the bone marrow orbloodstream (most common approach).
  10. 10. Finding a donorMarrow infused into the patient requires agenetic match that is as perfect as possible(10/10 match parameters).Highest probability exists within the sameethnic pool.
  11. 11. Non-profit thatoperates abone marrowregistry of 6.8millionindividuals.
  12. 12. For Caucasians, there is an80% chance of finding amatched donor in the NMDPregistry.
  13. 13. Of the 6.8 million registrants,
  14. 14. 20% are minorities.
  15. 15. But only 1% are South Asian.
  16. 16. So if you are South Asian…
  17. 17. the odds of finding a match are low.
  18. 18. Very low.
  19. 19. 1 in 20,000
  20. 20. Sameer and Vinay did notfind matches that theydesperately needed in theregistry.
  21. 21. To make matters worse…
  22. 22. …in India,
  23. 23. a country with more than 1 billion people
  24. 24. There is no bonemarrow registry. nothing
  25. 25. What to do?
  26. 26. Friends got together.
  27. 27. All of us were quite shockedabout the news that two ofour friends were struck withcancer.
  28. 28. We all felt like we needed todo something. Anything.
  29. 29. What were our options?
  30. 30. Do nothing.
  31. 31. Do nothing.Do something.
  32. 32. Do nothing.Do something.Do something SEISMIC.
  33. 33. Our simple answer…
  34. 34. If the odds were 1 in 20,000…
  35. 35. Then all we needed to do was…
  36. 36. hold bone marrow drives…
  37. 37. and register 20,000 South Asians.
  38. 38. And then we’ll find a match.
  39. 39. Just 1 problem.
  40. 40. We had a matter ofweeks to get this done.
  41. 41. The ChallengeWe needed to move fastWe needed scaleFailure was not an option
  42. 42. First, think small, stayfocused.One personOne goal
  43. 43. GET: Some structure to the chaos Grab Engage Take attention action• Make our • Funnel traffic • Clear call to message bold, to a single action in all crisp, & human destination communication (K.I.S.S.)• Use MANY • Be personally channels meaningful • Track metrics & collective impact
  44. 44. Harness Social Media & Web 2.0You can do today what was impossiblejust a few years ago
  45. 45. What…exactly…is Social Media?• Internet- and mobile-based tools for sharing information among human beings• The interactions between people build shared-meaning• Not finite: No set number of pages or hours• Audience can participate by contributing content or even editing the stories themselves• Effectiveness can be highly symbiotic with traditional media
  46. 46. What did we do?1. Got organized & formed teams2. Built the “brands”3. Created the architecture4. Recruited volunteers5. Executed like crazy
  47. 47. Got organized & formed teamsTeam Vinay bridges Team Sameerteam lead team leadmarketing marketingdrive operations drive operationseducation educationregional leads regional leads
  48. 48. Built the brands HelpSameer.org HelpVinay.org HelpSameerAndVinay.org
  49. 49. Built the brands HelpSameer.org HelpVinay.org
  50. 50. Created the architecture – Web 2.0 Tools For the team For registrants Google Docs Tell a friend feature Conference bridge Marrow drive location list Yahoo & Google Groups Useful links Email DL’s Donor videos Phone trees Pledges Shared directories FAQs
  51. 51. Executed, like CRAZY.
  52. 52. Strategy Instant Brand Mass Micro-MobilizationQuickly generate Drive action amongst asawareness of HelpVinay many South Asians as& HelpSameer possible • Social Media • Education • Traditional Media • Registration
  53. 53. Social Media Education Widgets How to Videos Blogs Video Fliers Web LinksPledge Lists Viral Email Literature Donor Orgs STRATEGY Facebook Celebrities Instant Mass-Micro Brand Mobilization Corporate Drives Public Relations Homes Temples Magazine TV Telemarketing Clubs / Lounges Universities Newspapers Posters Local Events Traditional Media Registration AWARENESS ACTION http://www.helpsameer.org/strategy/
  54. 54. Click Here
  55. 55. The Results – 12 weeks• 470 bone marrow drives• 24,611 new people registered• About 3,500 volunteers• 1m+ media impressions• 150,000+ site visitors
  56. 56. Goal achieved.• Sameer = 10/10 match.• Vinay = 8/10 match.• Transplants done Fall 2007.
  57. 57. Sameer shared his story from the hospital.
  58. 58. Both Sameer and Vinay blogged prolifically.
  59. 59. Sameer even posted a video of his transplant on YouTube.
  60. 60. GET: Examples of what we used Grab Engage Take attention action• Celebrities •Videos & photos: • (1) Register •Newlywed• Tons of media •Family • (2) Hold a drive •Nonprofit work• Bold messages: •Entrepreneur • (3) Spread the word YOU can be the •Indian one • Consistent message •Powerful stories & across all media blogging • Dummies Guide
  61. 61. Keys to Effective Social Media Campaign • The campaign can be built upon • No one should have to ask for your permission to expand your campaign • Scales effectively, with self-service and low barriers for engagement • Builds a community, which should be nurtured • Facilitates unanticipated outcomes – usually a good thing
  62. 62. So, what lessons did we learn?
  63. 63. 1. Develop a clear goal.There is elegance in simplicity.
  64. 64. 2. Act, then think. (Reverse the rule)Maintain a deep bias for action.Resist the temptation to have amaster plan before taking the firststep.
  65. 65. 3. Tell a good (truthful) story.Tell stories to connect with humanemotion. Develop the right voice,and strike a bond.
  66. 66. 4. Design an architecture for collaboration.Enable others to contribute - allowthe army to self-enroll, and letsoldiers to choose their ownweapons.
  67. 67. 5. Focus on empowerment marketing*Empower people to market yourorganization and its cause.* Sundeep Ahuja – http://thesunrising.com/empowerment-marketing/
  68. 68. 6. Measure one, and only one metric.Share the metric with the entireworld – let everyone know howwell you’re succeeding, or failing.
  69. 69. 7. Try, fail, try, fail, try, succeed.Don’t love your ideas. If you tryeverything, something will work.Find the something and double-down.
  70. 70. 8. Don’t ask for help. Rather, tell people they need to help you.Who do you want to help you –Hollywood actor? Nobel laureate?Presidential candidate?No problem.
  71. 71. The 8 Lessons1. Develop a clear goal.2. Tell your story.3. Act, then think (big).4. Design for collaboration.5. Empowerment marketing.6. Measure one metric.7. Try, fail, succeed.8. Don’t ask for help. Require it.
  72. 72. Update on Sameer• Our best friend, Sameer, relapsed within 3 months of his transplant• He fought hard – but sadly, passed away in March 2008
  73. 73. We celebrated his life bysharing his memorial servicewith the world.
  74. 74. Live Global Webcast200+ live global viewers 6,000+ total views6,000+ views in first 7 weeks
  75. 75. Vinay• Vinay had a successful transplant, but then relapsed• Underwent alternative drug treatments• Sadly, Vinay also passed away in June 2008
  76. 76. Purpose…revealed.Of the 24,000 new registered donors forSameer & Vinay, 7,500+ were registered inthe Bay Area.
  77. 77. Purpose…revealed.From this 7,500+ the NMDP found ~ 80 newmatches for other leukemia patients.
  78. 78. Legacy…revealed.Sameer & Vinay’s cause haspotentially led to 250 lives saved inthe past year alone.
  79. 79. Final thoughts
  80. 80. Most revolutions aresparked by the actions of afew ordinary people.
  81. 81. Your biggest asset is a clearmind and a very large idea.
  82. 82. Find the ignition point of achain reaction, and goignite it.
  83. 83. Using Social Media to Save Lives POWER of SOCIAL TECHNOLOGY ©2009 aaker@gsb.stanford.edu

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