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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 to drive social change
• Definitely not “slacktivism”
• Ripple effect / “emotional contagion”
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
The Heart
Wing 1: Focus
• Five design principles (HATCH)
   • Humanistic
   • Actionable
   • Testable
   • Clarity
   • Happiness
• Ex: Obama’s 2008 campaign
Wing 2:
  Grab Attention
• Stickiness factor
• Four design principles
   • Get personal
   • Deliver the unexpected
   • Visualize your message
   • Make a visceral connection
Wing 3:
     Engageof engaging campaigns
• Key characteristics
• Four design principles (TEAM)
   • Tell a story
   • Empathize
   • Be authentic
   • Match the media
• Ex: Kiva
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
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…
Questions?

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Dragonfly Effect Presentation

  • 1. The Dragonfly Effect “Small Acts Create Big Change”
  • 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. 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
  • 5. Wing 1: Focus • Five design principles (HATCH) • Humanistic • Actionable • Testable • Clarity • Happiness • Ex: Obama’s 2008 campaign
  • 6. Wing 2: Grab Attention • Stickiness factor • Four design principles • Get personal • Deliver the unexpected • Visualize your message • Make a visceral connection
  • 7. Wing 3: Engageof engaging campaigns • Key characteristics • Four design principles (TEAM) • Tell a story • Empathize • Be authentic • Match the media • Ex: Kiva
  • 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. 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…

Editor's Notes

  1. Prompt: What do you use social media for?What if you could harness the power of social media to create social change, make a difference, and impact the lives of others?
  2. Relatively short roadmap that is packed with useful and practical suggestions, and real world examplesSlacktivism: describes feel-good online activism that has zero political or social impactMuch more deeper level of impact; to harness social technology to achieve a single, focused, concrete goalRipple effect: small act can create big changes, and have positive impactEmotional contagion: when your emotions can infect others
  3. The authors use the name the Dragonfly Effect because the dragonfly is the only insect able to propel itself in any direction – with tremendous speed and force – when its four wings are working in concertIt truly illuminates the importance of this integrated effort. Shows the power of social technology, when it’s fully engaged, can be nothing short of revolutionary (aftermath of Haiti earthquake- Red Cross raised $32 million through text messages alone)The same technologies that enable us to poke or retweet friends, are the same ones that can connect and mobilize us to bring about positive change.
  4. National Marrow Donor Program has 7.5 million donors – of those only 1% is South Asian – making the chances 1 in 20,000. So that was their goals.Crafted a campaign that was personal, informative, and direct, and executed like crazy with bone marrow drivesWithin 11 weeks, they registered 24,611 people and Sameer actually found a match. Unfortunately, Sameer passed away a few months after the transplant. But the campaign lives on and 266 more people found matches that year. This campaign is a great example of the heart of a dragonfly. It should embody the heart and soul of the concept, person, or organization you are trying to help.
  5. The focus wing directs your entire campaign. A single focused goal provides direction, motivation, and operational guidance.The campaign had a clear and focused social media goal.
  6. Stickiness factor: ability for something to grab and hold attention
  7. Most engaging campaigns include transparency, interactivity, immediacy, facilitation, commitment, co-creation, collaboration, experience, and trust.