web 2.0 expo the dragonfly effect: harnessing social media to build brands
DESCRIPTION
Presentation for Web 2.0 Expo Session on March 31, 2011Many workshops teach the mechanics of using Facebook, Twitter, LinkedIn and YouTube to compete in business. But few dive into the psychological insights that explain which social media strategies work and which don’t. In this session, we’ll pull back the curtain and help you understand the subtle elements of social media success. We’ll discuss the science of social persuasion, the strategies and tactics used by companies and causes that have successfully harnessed social media toward a specific goal, and we’ll explore:how the impact of a goal – when connected to happiness and meaning – can serve to create a resource that is often untappedhow the power of human-centered design and rapid prototyping can be used to fuel branded initiatives and experienceshow any individual can achieve unprecedented results – whether finding an almost impossible bone marrow match for a friend, building a brand inside-out, or electing the current President of the United States.The workshop provides a roadmap for infectious action.TRANSCRIPT
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!
THE DRAGONFLY EFFECT !
§ People love to buy, but hate to be sold to!
§ Trust in institutions has been shaken!
§ The price point for considered purchase has lowered!
§ Trend toward socialization of all media!
§ Effective brand roles transitioning from advocacy to ambassadorship!
!
Observations
THE DRAGONFLY EFFECT !
USING SOCIAL MEDIA TO SAVE LIVES !ROBERT CHATWANI!
THE DRAGONFLY EFFECT !
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!
THE DRAGONFLY EFFECT !
One goal: !20,000 South Asians!
THE DRAGONFLY EFFECT !
HARNESSED SOCIAL MEDIA!
THE DRAGONFLY EFFECT !
GOT ORGANIZED & FORMED TEAMS!
TEAM VINAY! TEAM SAMEER!
team lead!
marketing!
drive operations!
education!
regional leads!
team lead!
marketing!
drive operations!
education!
regional leads!
bridges
THE DRAGONFLY EFFECT !
Executed, like CRAZY.!
THE DRAGONFLY EFFECT !
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!
THE DRAGONFLY EFFECT !
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.
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
The results in 11 weeks….!
THE DRAGONFLY EFFECT !
470 bone marrow drives!
THE DRAGONFLY EFFECT !
24,611 South Asians registered!
THE DRAGONFLY EFFECT !
Sameer = 10/10 match!
THE DRAGONFLY EFFECT !
PURPOSE…REVEALED!
Of the 24,611 newly registered…!
266 lives !were matched in one !year alone.!
THE DRAGONFLY EFFECT !
The Dragonfly Effect!
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
The dragonfly is a symbol of happiness. Itʼs the only insect that can fly in any direction when all four wings are beating in concert.!
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 !
THE DRAGONFLY EFFECT !
The dragonfly effect: small acts can create big change. Happens when the core of the idea is deeply meaningful.!
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 !
THE DRAGONFLY EFFECT !
Four principles, which if coordinated and operating at once, can produce disproportionate effects!
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 !
THE DRAGONFLY EFFECT !
FOCUS!
FOCUS!
THE DRAGONFLY EFFECT !
To change the world, you have to get your head together first. ! !!! !!
— Jimi Hendrix!
THE DRAGONFLY EFFECT !
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!
THE DRAGONFLY EFFECT !
How can we create small focused goal!What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?!
THE DRAGONFLY EFFECT !
FOCUS!
FOCUS!Humanistic!Actionable!Testable!Clear!Happiness!
THE DRAGONFLY EFFECT !
GRAB ATTENTION!
GRAB ATTENTION!
FOCUS!
THE DRAGONFLY EFFECT !
This is designed to get somebody’s attention. !This is a hammer.!! ! ! !!
— Rep. Jason Watkins!
THE DRAGONFLY EFFECT !
GRAB ATTENTION!
GRAB ATTENTION!
FOCUS!
PersonalUnexpected!Visceral!Visual!
THE DRAGONFLY EFFECT !
GRABBED ATTENTION!
Remove barriers to help (possibly more important than encouraging action)!
Varied media and varied asks “Know a website that reaches South Asians? !
THE DRAGONFLY EFFECT !
How can we create small focused goal!What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?!
How are we grabbing attention? !How to make people look (and remember)?!
THE DRAGONFLY EFFECT !
ENGAGE!
GRAB ATTENTION!
FOCUS!
ENGAGE!
THE DRAGONFLY EFFECT !
Humans are not ideally set up to understand logic; they are set up to understand stories. ! ! !!! — Robert Schank, Cogntive Psychologist!
THE DRAGONFLY EFFECT !
ENGAGED !
Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener!
THE DRAGONFLY EFFECT !
ENGAGE!
GRAB ATTENTION!
FOCUS!
ENGAGE!Tell a story!Empathize!Authenticity!Match media!
THE DRAGONFLY EFFECT !
How will we engage!What stories motivate employees, and are generated and spread by consumers?!
How can we create small focused goal!What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?!
How are we grabbing attention? !How to make people look (and remember)?!
THE DRAGONFLY EFFECT !
ENGAGE!
GRAB ATTENTION!
FOCUS!
ENGAGE!TAKE ACTION!
THE DRAGONFLY EFFECT !
As we look ahead to the next century, leaders will be those who empower others.!! ! !!
— Bill Gates!
THE DRAGONFLY EFFECT !
ENABLED 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!
THE DRAGONFLY EFFECT !
ENGAGE!
GRAB ATTENTION!
FOCUS!
ENGAGE!
TAKE ACTION!Easy!Fun!Tailored!Open!
THE DRAGONFLY EFFECT !
WHERE DOES THIS LEAVE US?!
How will we engage!What stories motivate employees, and are generated and spread by consumers?!
How can we create small focused goal!What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?!
How are we grabbing attention? !How to make people look (and remember)?!
How to enable action!How can we enable employees and consumers – arming them with tools and templates so that they can act?!
THE DRAGONFLY EFFECT !
THE DRAGONFLY MODEL!
GRAB ATTENTION!
FOCUS!
ENGAGE!TAKE ACTION!
THE DRAGONFLY EFFECT !
Harnessing the Dragonfly to Engineer Virality!
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 ! 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 !
DEFINITION OF VIRALITY!
Think spread!
Each outbreak begins with 1 person!
Propagation is endogenous, self-sustaining!
New infectious with each new generation!
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 ! 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 !
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 !
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 ! 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 !
VIRALITY MATH!
Viral leverage comes from increasing transmission rate!
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. !
THE DRAGONFLY EFFECT !
COKE CASE STUDY
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
THE CHALLENGE
Need a way to build deeper connection with consumers especially teens to its flagship
Leverage digital media to connect globally
THE DRAGONFLY EFFECT !
THE SOLUTION
Viral digital marketing campaign on happiness
7 prototypes; $50K each
Facebook apps
Wallpaper
Winner:
Coke Happiness Machine
THE DRAGONFLY EFFECT !
THE RESULT
SPEND: $50K
REACH: 2 million in 2 weeks
- Global: 50% viewers outside US
- 70% blog posts non-English
IMPACT: 95% pos comments
THE DRAGONFLY EFFECT !
NIKE WE!CASE STUDY!
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
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 DRAGONFLY EFFECT !
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 supportEmployee inspiration sessions via star athletes!
PRIOR APPROACH! SOLUTION (NIKE WE)!
Goal: Offer the community “More than Money”!
THE DRAGONFLY EFFECT !
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 DRAGONFLY EFFECT !
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!
THE DRAGONFLY EFFECT !
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 !
EGYPT CASE STUDY!
THE DRAGONFLY EFFECT !
THE DRAGONFLY EFFECT !
THE DRAGONFLY EFFECT !
THE DRAGONFLY EFFECT !
THE DRAGONFLY EFFECT !
THE DRAGONFLY EFFECT !
To build brands that are authentic, to develop ideas that spread, and to harness social media…!!
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
all you need to do is…!
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
!GET FOCUSED!
© Smithsonian Institution
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
!GRAB ATTENTION!
© Tom Brogan
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
TELL A STORY!
THE DRAGONFLY EFFECT !
ENABLE ACTION!
© clementine mom
T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT ! T H E D R A G O N F L Y E F F E C T !
THE DRAGONFLY EFFECT !
WHAT’S NEXT? READ A GOOD BOOK!
THE DRAGONFLY EFFECT !