The Dragonfly Effect!“Small  Acts  Create  Big  Change”  

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”  

•  “…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    

The Dragonfly!

The Heart!

•  Five  design  principles  (HATCH)  •  HumanisEc  

•  AcEonable  •  Testable  •  Clarity  •  Happiness  

Wing 1: Focus!

•  Ex:  Obama’s  2008  campaign  

Wing 2: !Grab Attention!•  SEckiness  factor  •  Four  design  principles  •  Get  personal  •  Deliver  the  unexpected  •  Visualize  your  message  

•  Make  a  visceral  connecEon  

•  Key  characterisEcs  of  engaging  campaigns  

Wing 3: Engage!

•  Four  design  principles  (TEAM)  •  Tell  a  story  •  Empathize  

•  Be  authenEc  •  Match  the  media  

•     Ex:  Kiva  

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  

•  Last  minute  Eps:  

Onward and !Upward!

•  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…  

Questions?!