dragonfly effect-harnessing social media to build brands-bend webcam 2011

THE DRAGONFLY EFFECT !

T H E D R A G O N F L Y E F F E C T : !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!

A N D Y S M I T H V O N A V O N A V E N T U R E S!


§  We love to buy, but hate being sold to!

§  Trust in institutions at all time lows!

§  More categories are considered purchases!

§  Old media dabbling in social elements!

§  Consumers repelled by brand advocates, but respond to ambassadors!

!

INBOUND OBSERVATIONS!


FIRST, SOME BACKGROUND!

T H E D R A G O N F L Y E F F E C T !


My co-author was skeptical about the role of social media and its effectiveness in building brands!


A VIEW OF SOCIAL MEDIA CIRCA 2008!

DESPAIR.COM

NARCISSISM!

STALKING!ADHD!


USING SOCIAL MEDIA TO SAVE LIVES !ROBERT CHATWANI!


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!


US ESTIMATES – 2009 New cases: !44,790 Deaths: !21,870!Mortality: !49%!


For many patients, the only cure is a bone marrow transplant, from a human donor.!


FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). !!


FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). !

The highest probability lies in the same ethnic pool.!


Non-profit that operates a bone marrow registry of 7.5 million individuals. !


For European Americans, there is an 80% Chance of finding a matched donor in the NMDP Registry. !

© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !


Of the 7.5 MILLION registrants in the!U.S.,!



20% are minorities.!



But only 1% are South Asian.!



So if you are South Asian…!


your chances of finding a match are slim. !


V E R Y S L I M!


1 in 20,000!


Sameer and Vinay did not find matches that they desperately needed in the registry.!


To make matters worse,!


in India…!

a country with more than 1 billion people! !


nothing

There was no National Bone Marrow Registry!


What to do?!


Friends got together.!


We all knew that we needed to do something. !


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 weʼll find a match.!


Just 1 problem.!


We had a matter of weeks to get this done.!


THE CHALLENGE!We needed to move fast.!We needed scale.!Failure was not an option.!


First, stay focused.!


One goal: !20,000 South Asians!


Dear Friends, Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute Myelogenous Leukemia (AML), which is a cancer of the blood. He is in urgent need of a bone marrow transplant. Sameer is a Silicon Valley entrepreneur, is 31 years old, and got married last year. His diagnosis was confirmed just weeks ago and caught us all by surprise given that he has always been in peak condition. Sameer, a Stanford alum, is known to many for his efforts in launching the American India Foundation, Project DOSTI, TiE (Chicago), a microfinance fund, and other causes focused on helping others. Now he urgently needs our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow transplant to sustain beyond the next few months. Fortunately, you can help. Let’s use the power of the Net to save a life…something that couldn’t be done years ago, but is now possible. Three Things You Can Do (click here for more details online) 1. Please get registered. Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you’re ever selected is VERY simple. Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay (www.helpvinay.org) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help. We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event. 2. Spread the word. Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay. Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives. 3. Learn more To learn more, please visit http://www.nickmyers.com/helpsameer. The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of Pia Awal’s; please read about her successful fight against AML at www.matchpia.org. Thank you for getting registered to help Sameer and Vinay win their fight against leukemia – and for helping others who may face blood cancers in the future. Truly, Robert


HARNESS SOCIAL MEDIA & WEB 2.0!


GET ORGANIZED & FORM TEAMS!

TEAM VINAY! TEAM SAMEER!

team lead!

marketing!

drive operations!

education!

regional leads!

team lead!

marketing!

drive operations!

education!

regional leads!

bridges


HelpSameer.org! HelpVinay.org!

BUILD THE BRANDS!


Execute, like CRAZY.!


Blogs!

Facebook!

Widgets!

Video!Viral Email!Pledge Lists!

Fliers!

Celebrities!Donor Orgs!

Literature!Web Links!

How to Videos!

Homes!

Local Events!Clubs / Lounges!

Universities!Temples!

Corporate Drives!

TV!Public Relations!

Posters!Newspapers!

Magazine!

Telemarketing!

http://www.helpsameer.org/strategy/!

STRATEGY!

Instant Brand!

Mass-Micro Mobilization!

HELP SAMEER STRATEGY!

SOCIAL MEDIA! EDUCATION!

REGISTRATION!TRADITIONAL MEDIA!

AWARENESS! ACTION!


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 results in 11 weeks….!


470 bone marrow drives!


June July august

24,611 cheeks…


24,611 South Asians registered!


Sameer = 10/10 match!


Vinay = 8/10 match!


SAMEER SHARED HIS STORY FROM THE HOSPITAL!



Live each day as if it were your first Dear Friends and Loved Ones, I can’t stress to you how much I marvel at my blessed fortune every day, a fortune that all of you had a hand in creating. If you look back at my earliest posts on this website, you’ll recall a newly-diagnosed leukemia patient needing a transplant from a grossly underrepresented and traditionally apathetic community. Along with Vinay, I challenged you all to step up and spread the work; to register and respond when called upon to save a life. I knew that this process was very unlikely to benefit me directly, but I had faith—and was convinced by Robert and others—that I had an opportunity to bring visibility to this issue to benefit future patients. This worked as hoped, and two other patients found matches through our drives. And the unimaginable happened: I also found a match through your efforts! So who is to credit for this? Each and every one of you. It could have been your email that caused the donor to register. All of you stopped to think for a minute, “What if this was me or someone in my family?” and then did something as simple as sending an email to everyone you knew. This was Awareness Building, and was a crucial phase of your efforts. Others of you—many of whom I don’t even know but hope to seek out to thank in person one day—vested yourselves even deeper by organizing drives. You did this at your companies, your colleges, in your local communities, and at your temples of worship. And one of your actually won the luck of the draw and got to be my donor.

SAMEER BLOGGED PROLIFICALLY!


So, what lessons did we learn?!


Develop a clear goal.!There is elegance in simplicity.!!!

1


Reverse the rules. !How might others might address the challenge? Do the opposite. !2


Tell a good (truthful) story. !Tell stories that connect on an emotional level. !3


Design for collaboration.!Enable others to contribute and choose their own weapon.!4


UPDATE ON SAMEER!

Our dear friend, Sameer, relapsed within 3 months of his transplant.

He fought hard – but sadly, passed away in March 2008.!


We celebrated his life by sharing his memorial service with the world.!


LIVE GLOBAL WEBCAST!


AN UPDATE ON VINAY!

Vinay had a successful transplant, but then relapsed.!

He underwent alternative drug treatments but, sadly, Vinay also passed away in June 2008.!


PURPOSE…REVEALED!

Of the 24,611 newly registered…

266 people were matched in one !year alone.!

THE DRAGONFLY EFFECT ! D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R !266!


FINAL THOUGHTS!


Most revolutions are sparked by the actions of a few ordinary people.!


Your biggest asset is a clear mind and a very large idea. !


Find the ignition point, and light it. !


What do we do now?!


What do we do now?!

Could we water this?!


What do I do now?!

Could I water this?!

Would this story grow?!


What do I do now?!

Could I water this?!

Would this story grow?!

How would that make us feel?!


HAPPY.!


WHAT COULD WE DO TO HELP!QUICKLY!POWERFULLY!EFFECTIVELY!!


WHAT COULD WE DO TO HELP!QUICKLY!POWERFULLY!EFFECTIVELY!!HARNESSING SOCIAL MEDIA!


COLLECT STORIES.!


NIKE WE!CASE STUDY!



THE CHALLENGE!

How can an employer facilitate meaningfulness?!

“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 "


THE SOLUTION!

Coordinated efforts via a central employee portal (WE)Inspiration by giving talent, time, voice and money to community efforts!

4 different employee marketplaces with no central corporate support !

Employee inspiration sessions via star athletes!

PRIOR APPROACH! SOLUTION (NIKE WE)!

Goal: Offer the community “More than Money”!


THE SOLUTION: WE PORTAL!

Hands-on work with local communities and organizing response to global disaster relief!

Talk about philanthropic efforts via blogs, twitter, etc. and comment on other people’s efforts!

Make monetary donations for community efforts fully matched by company funds!

Volunteer with specialized skills e.g., provide free architecture design consultancy for re-building Haiti!


THE RESULT!

INTANGIBLE!Enhanced employee awareness, morale!Increased passion for work !Better work-life balance!Better brand image via positive PR!

TANGIBLE!> 600 volunteering opportunities !WE Giving - an additional 450 orgs!5,000 Nike employees volunteered in 6 months in 34 countries!


RELIEF EFFORT!

Broadcast for help on WE portal!

500 coats, backpacks !

Collaboration with local communities!

Cash donations!

DISASTER RELIEF: MARYSVILLE ELEMENTARY SCHOOL!

FIRE DISASTER!

Nov 2009: Marysville Elementary School burned down in fire!

No casualties but heavy material loss!

NIKE’s School Innovation Fund (NSIF) with $9M budget helps with relief efforts !

THE DRAGONFLY EFFECT ! T H E D R A G O N F L Y E F F E C T !


Need a way to build deeper connection with consumers especially teens to its flagship!Leverage digital media to connect globally!

SINGLE FOCUSED GOAL!


DESIGN APPROACH!

Viral digital marketing campaign on happiness !

7 prototypes; $50K each!

Facebook apps!

Wallpaper !

!

Winner: !

Coke Happiness Machine!


SPEND: $50K!

REACH: 2 million in 2 weeks!

Global: 50% viewers outside US !

70% blog posts non-English!

IMPACT: 95% positive comments !

THE RESULT!


SOCIAL GOOD! PROFITS!

SOCIAL GOOD!

PROFITS!

SOCIAL GOOD!

PROFITS!

•  Profounder!

•  Graemeen Bank!

•  World of Good!

•  Kiva!

•  Charity:Water!

•  Google!

•  eBay!

•  Tom’s Shoes!

•  Nike!

•  Whole Foods!

•  Kahani Movement!

•  Groupon!

•  Facebook!

•  Twitter!•  Embrace!

•  Gap!


What campaigns took flight vs. stay grounded? !!!! ! ! ! ! !!


Two surprising factors !!!! ! ! ! ! !!


DESPAIR.COM

A RECONSIDERED VIEW OF SOCIAL MEDIA!

DESPAIR.COM

MEANING!


Four activities were coordinated with precision, operating in sync!!! ! ! ! ! !!


FOCUS ON A SINGLE GOAL!

© Smithsonian Institution


REVERSE RULES!

© Tom Brogan


TELL A STORY!


ENABLE OTHERS TO ACT!

© clementine mom


Dragonfly: can fly in any direction when all four wings beat in concert.!


DRAGONFLY EFFECT: Small acts can create big change!!


DRAGONFLY EFFECT: Small acts can create big change when the core idea has deep meaning!!!


When all four wings are coordinated.!


FOCUS!

FOCUS!


To change the world, you have to get your head together first. ! !!! !!

— Jimi Hendrix"


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!


How can we create small focused goal!What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?!


FOCUS!

FOCUS!Humanistic!Actionable!Testable!Clear!Happiness!


GRAB ATTENTION!

GRAB ATTENTION!

FOCUS!


When you advertise fire-extinguishers, open with the fire.!! ! ! !!

— David Ogilvy"


GRAB ATTENTION!

GRAB ATTENTION!

FOCUS!

PersonalUnexpected!Visceral!Visual!


GRABBED ATTENTION!

Remove barriers to help (possibly more important than encouraging action)!

Varied media and varied asks “Know a website that reaches South Asians? !



How are we grabbing attention? !How to make people look (and remember)?!


ENGAGE!

GRAB ATTENTION!

FOCUS!

ENGAGE!


Humans are not ideally set up to understand logic; they are set up to understand stories. ! ! !!! — Robert Schank, Cognitive Psychologist"


ENGAGED !

Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener!


ENGAGE!

GRAB ATTENTION!

FOCUS!

ENGAGE!Tell a story!Empathize!Authenticity!Match media!


How will we engage!What stories motivate employees, and are generated and spread by consumers?!




TAKE ACTION!

GRAB ATTENTION!

FOCUS!

ENGAGE!TAKE ACTION!


As we look ahead to the next century, leaders will be those who empower others.!! ! !!

— Bill Gates"


TAKE 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!


TAKE ACTION!

GRAB ATTENTION!

FOCUS!

ENGAGE!

TAKE ACTION!Easy!Fun!Tailored!Open!


WHERE DOES THIS LEAVE US?!

How will we engage!What stories motivate employees, and are generated and spread by consumers?!



How to enable action!How can we enable employees and consumers – arming them with tools and templates so that they can act?!


THE DRAGONFLY MODEL!

GRAB ATTENTION!

FOCUS!

ENGAGE!TAKE ACTION!


C&DʼS!LEMONADE!CASE STUDY!


THE CHALLENGE!

Getting kids to connect to meaning, responsibility - a simple cause. !

Giving them the belief that they can make a difference!

Foster creativity along the way!


THE SOLUTION!


LEMONADE STAND STUDY!

DEPENDENT VARIABLES!!– % of passersby who purchased!– Willingness to pay ($1-$3)!

Time Money Control


THE RESULT: WHO BUYS?!

Of the 391 passersby, 40 stopped to buy!


RESULTS: WHAT DO THEY DONATE?!

And they paid nearly twice as much!


all you need to do is…!



TELL A STORY!


The spirit of revolution already exists in the hearts and minds of motivated employees and loyal customers. It shows up in the individual stories that employees tell about the work they do. It shows up in the stories that customers tell about the product they love.!!—Marty Neumeier, The Designful Company !


THE DRAGONFLY EFFECT ! T H E D R A G O N F L Y E F F E C T !


Harnessing the Dragonfly to Engineer Virality!


DEFINITION OF VIRALITY!

•  Think spread!

•  Each outbreak begins with one single person!

•  Propagation is endogenous, self-sustaining!

•  New infectious with each new generation!


VIRALITY MATH!

•  Conventional marketing: conversions = probability of conversion x people exposed!

•  Viral marketing: reproduction rate = transmission rate x people told!

•  Must be > 1 to self-sustain !


VIRALITY MATH!

Viral leverage from increasing transmission!Transmission rate: !

grab attention x!engagement x!fit, ease, and fun of taking action!A day after Subversive Chicken site was launched, it had a

million hits. A week later it had 20 million. !


Research on Virality: A Viral Hit!

Milward Brown (2010)!


ONE RECENT STUDY!

102 ads, coded for ʻVirality” !

(more than 5K views/week)!


“There was no relation between persuasion and viral potential.” ! ! ! !!

"— Ann Green, Millward Brown"


FOUR TIPS!

Great creativity!

Wide dissemination!

Good search optimization!

“Cross your fingers”!


THE VIRAL HITS!

E-Trade!

Audi!

Snickers!

Wal-Mart!

Coke!

…were the viral hits of the 102 ads!


WHAT’S NEXT? READ A GOOD BOOK!


DragonflyEffect.com!Andy Smith @Kabbenbock!

facebook.com/dragonflyeffect!

dragonfly effect-harnessing social media to build brands-bend webcam 2011

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