Presentation for social media class

1. The Dragonfly Effect!
“Small
Acts
Create
Big
Change”

2. The Book!
• Wri5en
by
Jennifer
Aaker
• Published
in
September
2010
• Quick,
effecEve,
and
powerful
ways
to
use
social
media
to
drive
social
change
• Definitely
not
“slackEvism”
• Ripple
effect
/
“emoEonal
contagion”

3. The Dragonfly!
• “…the
elegance
and
efficacy
of
people
who,
through
the
passionate
pursuit
of
their
goals,
discover
that
they
can
make
a
posi;ve
impact
dispropor;onate
to
their
resources.”
• The
dragonfly
has
four
parts:
• Wing
1:
Focus
• Wing
2:
Grab
A5enEon
• Wing
3:
Engage
• Wing
4:
Take
AcEon

4. The Heart!

5. Wing 1: Focus!
• Five
design
principles
(HATCH)
• HumanisEc
• AcEonable
• Testable
• Clarity
• Happiness
• Ex:
Obama’s
2008
campaign

6. Wing 2: !
Grab Attention!
• SEckiness
factor
• Four
design
principles
• Get
personal
• Deliver
the
unexpected
• Visualize
your
message
• Make
a
visceral
connecEon

7. Wing 3: Engage!
• Key
characterisEcs
of
engaging
campaigns
• Four
design
principles
(TEAM)
• Tell
a
story
• Empathize
• Be
authenEc
• Match
the
media
•
Ex:
Kiva

8. Wing 4: !
Take Action!
• Call
of
acEon
• Four
design
principles
(TEAM)
• Make
it
easy
• Make
it
fun
• Tailor
• Be
open
• Ex:
Alex’s
Lemonade
Stand
for
AcEon

9. Onward and !
Upward!
• Last
minute
Eps:
• Create
social
good
• Remain
moEvated
to
pursuing
your
goals
• RevoluEons
oaen
start
with
simple
ideas
and
ordinary
people
• You
can’t
change
the
world
overnight,
but…

10. Questions?!