Dragonfly Effect-Harnessing Social Media to Build Brands-Bend WebCAM 2011
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"Harnessing Social Media to Build Brands," will dive into the psychological insights that explain which social media strategies work and which don't. He'll pull back the curtain and help you understand the subtle elements of social media success, discussing the science of social persuasion and the tactics used by companies and causes that have successfully harnessed social media toward a specific goal.
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Dragonfly Effect-Harnessing Social Media to Build Brands-Bend WebCAM 2011
- 1. THE DRAGONFLY EFFECT : ! 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! ANDY SMITH V O N A V O N A V E N T U R E S! THE DRAGONFLY EFFECT !
- 2. INBOUND OBSERVATIONS! § 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! ! THE DRAGONFLY EFFECT !
- 3. FIRST, SOME BACKGROUND! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
- 4. My co-author was skeptical about the role of social media and its effectiveness in building brands! THE DRAGONFLY EFFECT !
- 5. A VIEW OF SOCIAL MEDIA CIRCA 2008! NARCISSISM! ADHD! STALKING! DESPAIR.COM THE DRAGONFLY EFFECT !
- 6. USING SOCIAL MEDIA TO SAVE LIVES ! ROBERT CHATWANI! THE DRAGONFLY EFFECT !
- 7. 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 !
- 8. US ESTIMATES – 2009 New cases: !44,790 Deaths: !21,870! Mortality: !49%! THE DRAGONFLY EFFECT !
- 9. For many patients, the only cure is a bone marrow transplant, from a human donor.! THE DRAGONFLY EFFECT !
- 10. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! ! THE DRAGONFLY EFFECT !
- 11. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). ! The highest probability lies in the same ethnic pool.! THE DRAGONFLY EFFECT !
- 12. Non-profit that operates a bone marrow registry of 7.5 million individuals. ! THE DRAGONFLY EFFECT !
- 13. 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 EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H ! THE DRAGONFLY L Y E F F
- 14. Of the 7.5 MILLION registrants in the! U.S.,! © T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H ! THE DRAGONFLY L Y E F F
- 15. 20% are minorities.! © T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H ! THE DRAGONFLY L Y E F F
- 16. But only 1% are South Asian.! © T H E D R A G O N F EFFECTE C !T / J E N N I F E R A A K E R / A N D Y S M I T H ! THE DRAGONFLY L Y E F F
- 17. So if you are South Asian…! THE DRAGONFLY EFFECT !
- 18. your chances of finding a match are slim. ! THE DRAGONFLY EFFECT !
- 19. V E R Y S L I M! THE DRAGONFLY EFFECT !
- 20. 1 in 20,000! THE DRAGONFLY EFFECT !
- 21. Sameer and Vinay did not find matches that they desperately needed in the registry.! THE DRAGONFLY EFFECT !
- 22. To make matters worse,! THE DRAGONFLY EFFECT !
- 23. in India…! a country with more than 1 billion people! ! THE DRAGONFLY EFFECT !
- 24. There was no National Bone nothing Marrow Registry! THE DRAGONFLY EFFECT !
- 25. What to do?! THE DRAGONFLY EFFECT !
- 26. Friends got together.! THE DRAGONFLY EFFECT !
- 27. We all knew that we needed to do something. ! THE DRAGONFLY EFFECT !
- 28. What were our options?! THE DRAGONFLY EFFECT !
- 29. Do nothing.! THE DRAGONFLY EFFECT !
- 30. Do nothing.! Do something.! THE DRAGONFLY EFFECT !
- 31. Do nothing.! Do something.! Do something SEISMIC.! THE DRAGONFLY EFFECT !
- 32. Our simple answer…! THE DRAGONFLY EFFECT !
- 33. If the odds were 1 in 20,000…! THE DRAGONFLY EFFECT !
- 34. Then all we needed to do was…! THE DRAGONFLY EFFECT !
- 35. hold bone marrow drives…! THE DRAGONFLY EFFECT !
- 36. and register 20,000 South Asians.! THE DRAGONFLY EFFECT !
- 37. And then weʼll find a match.! THE DRAGONFLY EFFECT !
- 38. Just 1 problem.! THE DRAGONFLY EFFECT !
- 39. We had a matter of weeks to get this done.! THE DRAGONFLY EFFECT !
- 40. THE CHALLENGE! We needed to move fast.! We needed scale.! Failure was not an option.! THE DRAGONFLY EFFECT !
- 41. First, stay focused. ! THE DRAGONFLY EFFECT !
- 42. One goal: ! 20,000 South Asians! THE DRAGONFLY EFFECT !
- 43. 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 THE DRAGONFLY EFFECT !
- 44. HARNESS SOCIAL MEDIA & WEB 2.0! THE DRAGONFLY EFFECT !
- 45. GET ORGANIZED & FORM TEAMS! TEAM VINAY! bridges TEAM SAMEER! team lead! team lead! marketing! marketing! drive operations! drive operations! education! education! regional leads! regional leads! THE DRAGONFLY EFFECT !
- 46. BUILD THE BRANDS! HelpSameer.org! HelpVinay.org! THE DRAGONFLY EFFECT !
- 47. Execute, like CRAZY.! THE DRAGONFLY EFFECT !
- 48. HELP SAMEER STRATEGY! SOCIAL MEDIA! EDUCATION! Widgets! Fliers! Blogs! How to Videos! Pledge Lists! Web Links! Viral Email! Literature! Video! Donor Orgs! Facebook! Celebrities! STRATEGY! AWARENESS! ACTION! Instant Mass-Micro Brand! Mobilization! TV! Homes! Public Relations! Universities! Magazine! Temples! Posters! Corporate Drives! Newspapers! Clubs / Lounges! Telemarketing! Local Events! TRADITIONAL MEDIA! REGISTRATION! THE DRAGONFLY EFFECT ! http://www.helpsameer.org/strategy/ !
- 49. 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 H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
- 50. THE DRAGONFLY EFFECT !
- 51. THE DRAGONFLY EFFECT !
- 52. The results in 11 weeks….! THE DRAGONFLY EFFECT !
- 53. 470 bone marrow drives! THE DRAGONFLY EFFECT !
- 54. 24,611 cheeks… June July august THE DRAGONFLY EFFECT !
- 55. 24,611 South Asians registered! THE DRAGONFLY EFFECT !
- 56. Sameer = 10/10 match! THE DRAGONFLY EFFECT !
- 57. Vinay = 8/10 match! THE DRAGONFLY EFFECT !
- 58. SAMEER SHARED HIS STORY FROM THE HOSPITAL! THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
- 59. SAMEER BLOGGED PROLIFICALLY! Live each day as if it were your fir st Dear Friends and Loved Ones , I can t stress to you how muc h I marvel at my blessed fortu day, a fortune that all of you ha d a hand in creating. ne every If you look back at my earlies t posts on this website, you ll newly-diagnosed leukemia pa recall a tient needing a transplant fro underrepresented and traditio m a grossly nally apathetic community. Al Vinay, I ong with challenged you all to step up and spread the work; to registe respond when called upon to r and save a life. I knew that this pr very unlikely to benefit me dire ocess was ctly, but I had faith—and was convinced by Robert and othe rs—that I had an opportunity visibility to this issue to benefit to bring future patients. This worked hoped, and two other patients as found matches through our dr ives. And the unimaginable happened: I also found a match through yo efforts! ur THE DRAGONFLY EFFECT !
- 60. THE DRAGONFLY EFFECT !
- 61. So, what lessons did we learn?! THE DRAGONFLY EFFECT !
- 62. 1 Develop a clear goal.! There is elegance in simplicity.! ! ! THE DRAGONFLY EFFECT !
- 63. 2 Reverse the rules. ! How might others might address the challenge? Do the opposite. ! THE DRAGONFLY EFFECT !
- 64. 3 Tell a good (truthful) story. ! Tell stories that connect on an emotional level. ! THE DRAGONFLY EFFECT !
- 65. 4 Design for collaboration.! Enable others to contribute and choose their own weapon.! THE DRAGONFLY EFFECT !
- 66. UPDATE ON SAMEER! Our dear friend, Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.! THE DRAGONFLY EFFECT !
- 67. THE DRAGONFLY EFFECT !
- 68. We celebrated his life by sharing his memorial service with the world.! THE DRAGONFLY EFFECT !
- 69. LIVE GLOBAL WEBCAST! THE DRAGONFLY EFFECT !
- 70. 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.! THE DRAGONFLY EFFECT !
- 71. PURPOSE…REVEALED! Of the 24,611 newly registered… 266 people were matched in one ! year alone.! THE DRAGONFLY EFFECT !
- 72. 266! D E S IDRAGONFLY EFFECT ! !/ THE G N I N G H A P P I N E S S © J E N N I F E R AA K E R !
- 73. FINAL THOUGHTS! THE DRAGONFLY EFFECT !
- 74. Most revolutions are sparked by the actions of a few ordinary people.! THE DRAGONFLY EFFECT !
- 75. Your biggest asset is a clear mind and a very large idea. ! THE DRAGONFLY EFFECT !
- 76. Find the ignition point, and light it. ! THE DRAGONFLY EFFECT !
- 77. What do we do now?! THE DRAGONFLY EFFECT !
- 78. Could we water this?! What do we do now?! THE DRAGONFLY EFFECT !
- 79. Would this story grow?! Could I water this?! What do I do now?! THE DRAGONFLY EFFECT !
- 80. How would that make us feel?! Would this story grow?! Could I water this?! What do I do now?! THE DRAGONFLY EFFECT !
- 82. WHAT COULD WE DO TO HELP! QUICKLY! POWERFULLY! EFFECTIVELY! ! THE DRAGONFLY EFFECT !
- 83. WHAT COULD WE DO TO HELP! QUICKLY! POWERFULLY! EFFECTIVELY! ! HARNESSING SOCIAL MEDIA! THE DRAGONFLY EFFECT !
- 84. COLLECT STORIES.! THE DRAGONFLY EFFECT !
- 85. NIKE WE! CASE STUDY! THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
- 86. THE CHALLENGE! 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 " How can an employer facilitate meaningfulness?! THE DRAGONFLY EFFECT !
- 87. THE SOLUTION! PRIOR APPROACH! SOLUTION (NIKE WE)! 4 different employee Coordinated efforts via marketplaces with no a central employee central corporate portal (WE)Inspiration support ! by giving talent, time, voice and money to Employee inspiration community efforts! sessions via star athletes! Goal: Offer the community More than Money ! THE DRAGONFLY EFFECT !
- 88. THE SOLUTION: WE PORTAL! Hands-on work Talk about Make monetary Volunteer with with local philanthropic donations for specialized skills communities efforts via blogs, community e.g., provide free and organizing twitter, etc. and efforts fully architecture response to comment on matched by design global disaster other people s company funds! consultancy for relief! efforts! re-building Haiti! THE DRAGONFLY EFFECT !
- 89. THE RESULT! INTANGIBLE! TANGIBLE! Enhanced employee > 600 volunteering awareness, morale! opportunities ! Increased passion for work ! WE Giving - an additional 450 orgs! Better work-life balance! 5,000 Nike employees Better brand image via volunteered in 6 months positive PR! in 34 countries! THE DRAGONFLY EFFECT !
- 90. DISASTER RELIEF: MARYSVILLE ELEMENTARY SCHOOL! FIRE DISASTER! RELIEF EFFORT! Nov 2009: Marysville Broadcast for help on WE Elementary School burned portal! down in fire! 500 coats, backpacks ! No casualties but heavy material loss! Collaboration with local communities! NIKE s School Innovation Fund (NSIF) with $9M budget Cash donations! helps with relief efforts ! THE DRAGONFLY EFFECT !
- 91. THE H E D R A G O NEFFECT F E C T T DRAGONFLY F L Y E F ! !
- 92. SINGLE FOCUSED GOAL! Need a way to build deeper connection with consumers especially teens to its flagship! Leverage digital media to connect globally! THE DRAGONFLY EFFECT !
- 93. DESIGN APPROACH! Viral digital marketing campaign on happiness ! 7 prototypes; $50K each! Facebook apps! Wallpaper ! ! Winner: ! Coke Happiness Machine! THE DRAGONFLY EFFECT !
- 94. THE DRAGONFLY EFFECT !
- 95. THE RESULT! SPEND: $50K! REACH: 2 million in 2 weeks! Global: 50% viewers outside US ! 70% blog posts non-English! IMPACT: 95% positive comments ! THE DRAGONFLY EFFECT !
- 96. SOCIAL • Graemeen Bank! GOOD! SOCIAL • Kiva! GOOD! • Google! • Charity:Water! • Facebook! • Embrace! • Twitter! • Whole Foods! • Tom s Shoes! SOCIAL • Groupon! • Profounder! PROFITS! GOOD! • Gap! • World of Good! • Nike! • Kahani Movement! • eBay! PROFITS! THE DRAGONFLY EFFECT !
- 97. What campaigns took flight vs. stay grounded? ! ! ! ! ! ! ! ! !! THE DRAGONFLY EFFECT !
- 98. Two surprising factors ! ! ! ! ! ! ! ! !! THE DRAGONFLY EFFECT !
- 99. A RECONSIDERED VIEW OF SOCIAL MEDIA! MEANING! DESPAIR.COM DESPAIR.COM THE DRAGONFLY EFFECT !
- 100. Four activities were coordinated with precision, operating in sync! ! ! ! ! ! ! !! THE DRAGONFLY EFFECT !
- 101. FOCUS ON A SINGLE GOAL! THE DRAGONFLY EFFECT !
- 102. REVERSE RULES! THE DRAGONFLY EFFECT !
- 103. TELL A STORY! THE DRAGONFLY EFFECT !
- 104. ENABLE OTHERS TO ACT! THE DRAGONFLY EFFECT !
- 105. Dragonfly: can fly in any direction when all four wings beat in concert.! THE DRAGONFLY EFFECT !
- 106. DRAGONFLY EFFECT: Small acts can create big change! ! THE DRAGONFLY EFFECT !
- 107. DRAGONFLY EFFECT: Small acts can create big change when the core idea has deep meaning! ! ! THE DRAGONFLY EFFECT !
- 108. When all four wings are coordinated.! THE DRAGONFLY EFFECT !
- 109. FOCUS! FOCUS! THE DRAGONFLY EFFECT !
- 110. To change the world, you have to get your head together first. ! !! ! !! — Jimi Hendrix" THE DRAGONFLY EFFECT !
- 111. 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 !
- 112. 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 !
- 113. FOCUS! FOCUS! Humanistic! Actionable! Testable! Clear! Happiness! THE DRAGONFLY EFFECT !
- 114. GRAB ATTENTION! FOCUS! GRAB ATTENTION! THE DRAGONFLY EFFECT !
- 115. When you advertise fire- extinguishers, open with the fire.! ! ! ! !! — David Ogilvy" THE DRAGONFLY EFFECT !
- 116. GRAB ATTENTION! FOCUS! GRAB ATTENTION! Personal Unexpected! Visceral! Visual! THE DRAGONFLY EFFECT !
- 117. 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 !
- 118. How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! THE DRAGONFLY EFFECT !
- 119. ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! THE DRAGONFLY EFFECT !
- 120. Humans are not ideally set up to understand logic; they are set up to understand stories. ! ! ! !! — Robert Schank, Cognitive Psychologist" THE DRAGONFLY EFFECT !
- 121. ENGAGED ! Team Sameer engaged by speaking authenticity, telling a story, personally connecting with the listener! THE DRAGONFLY EFFECT !
- 122. ENGAGE! FOCUS! GRAB ATTENTION! ENGAGE! Tell a story! Empathize! Authenticity! Match media! THE DRAGONFLY EFFECT !
- 123. How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! What stories motivate employees, and are generated and spread by consumers?! THE DRAGONFLY EFFECT !
- 124. TAKE ACTION! FOCUS! GRAB ATTENTION! TAKE ACTION! ENGAGE! THE DRAGONFLY EFFECT !
- 125. As we look ahead to the next century, leaders will be those who empower others.! ! ! !! — Bill Gates" THE DRAGONFLY EFFECT !
- 126. 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! THE DRAGONFLY EFFECT !
- 127. TAKE ACTION! FOCUS! GRAB ATTENTION! TAKE ACTION! Easy! Fun! Tailored! ENGAGE! Open! THE DRAGONFLY EFFECT !
- 128. WHERE DOES THIS LEAVE US?! How can we create small How are we grabbing focused goal! attention? ! What single focused goal is How to make people look actionable, measurable and the (and remember)?! mere thought of achieving it makes people happy?! How will we engage! How to enable action! What stories motivate How can we enable employees, and are generated employees and consumers – and spread by consumers?! arming them with tools and templates so that they can act?! THE DRAGONFLY EFFECT !
- 129. THE DRAGONFLY MODEL! FOCUS! GRAB ATTENTION! ENGAGE! TAKE ACTION! THE DRAGONFLY EFFECT !
- 130. C&DʼS! LEMONADE! CASE STUDY! THE DRAGONFLY EFFECT !
- 131. 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 DRAGONFLY EFFECT !
- 132. THE SOLUTION! THE DRAGONFLY EFFECT !
- 133. LEMONADE STAND STUDY! Time Money Control DEPENDENT VARIABLES! ! – % of passersby who purchased! – Willingness to pay ($1-$3)! THE DRAGONFLY EFFECT !
- 134. THE RESULT: WHO BUYS?! Of the 391 passersby, 40 stopped to buy! THE DRAGONFLY EFFECT !
- 135. RESULTS: WHAT DO THEY DONATE?! And they paid nearly twice as much! THE DRAGONFLY EFFECT !
- 137. !GET FOCUSED! THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
- 138. !GRAB ATTENTION! THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
- 139. TELL A STORY! THE DRAGONFLY EFFECT !
- 140. ENABLE ACTION! THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
- 141. 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 ! THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
- 142. THEH E D R A G O N EFFECT F E!C T T DRAGONFLY F L Y E F !
- 143. Harnessing the Dragonfly to Engineer Virality! THE DRAGONFLY EFFECT !
- 144. DEFINITION OF VIRALITY! • Think spread! • Each outbreak begins with one single person! • Propagation is endogenous, self-sustaining! • New infectious with each new generation! THE DRAGONFLY EFFECT !
- 145. 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 !
- 146. VIRALITY MATH! Viral leverage from increasing transmission! Transmission rate: ! grab attention x! engagement x! fit, ease, and fun of A day after Subversive Chicken site was launched, it had a million hits. A week later it had 20 million. ! taking action! THE DRAGONFLY EFFECT !
- 147. Research on Virality: A Viral Hit! Milward Brown (2010)! THE DRAGONFLY EFFECT !
- 148. ONE RECENT STUDY! 102 ads, coded for ʻVirality” ! (more than 5K views/week)! THE DRAGONFLY EFFECT !
- 149. “There was no relation between persuasion and viral potential.” ! ! ! !! " — Ann Green, Millward Brown" THE DRAGONFLY EFFECT !
- 150. FOUR TIPS! Great creativity! Wide dissemination! Good search optimization! “Cross your fingers”! THE DRAGONFLY EFFECT !
- 151. THE VIRAL HITS! E-Trade! Audi! Snickers! Wal-Mart! Coke! …were the viral hits of the 102 ads! THE DRAGONFLY EFFECT !
- 152. WHAT S NEXT? READ A GOOD BOOK! THE DRAGONFLY EFFECT !
- 153. DragonflyEffect.com! Andy Smith @Kabbenbock! facebook.com/dragonflyeffect! THE DRAGONFLY EFFECT !