Post on 17-Oct-2014
description
The Dragonfly Effect: Unlocking Social Media for Impact
Andy Smith @kabbenbock + Jennifer Aaker @aakerDragonflyeffect.com
• Our marriage of happiness + technology
• The story that changed everything: Robert Chatwani’s Using Social Media to Save Lives
• Introduction to the dragonfly model
• Harnessing the dragonfly to engineer virality
• Case studies: Coke, Nike and C&D’s Lemonade
DEFINITION OF VIRALITYWhat’s Coming Up
© D
ragonfly Effect
Jennifer
A Marriage of Happiness + Technology
Jennifer’s never seen a cause she couldn’t champion.
Andy
A Marriage of Happiness + Technology
Andy’s never seen a problem for which they wasn’t a technology solution
Two Mindsets©
Dragonfly Effect
PC | APPLE Mindsets
Andy Jennifer
1970’s
Digital PDP 8e / Apple Perfected penmanship
1980’s PC (built one) Hired a typist
1990’s
Desktop PC Apple
2000 Laptop PC PC
2010 Apple Apple
Two Mindsets
Using Social Media to Save Lives
Created by: Robert Chatwani
• Sameer Bhatia, 32• Grew up in Seattle• Co-Founder, prior 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 Boston University• Diagnosed November 2006
Two friends, diagnosed with Leukemia
Cancer that starts in blood-forming tissue such as the bone marrow and causes large numbers of blood cells to be produced and enter the bloodstream.
Leukemia
New cases: 44,790Deaths: 21,870
US Estimates – 2009
Range of treatments Oral drugs
ChemotherapyRadiation
Bone marrow transplant
Cord blood transplant
Acute Myeloid Leukemia (AML)
Spongy tissue found inside of bones. Marrow produces the body’s white & red blood cells, and platelets.
What is bone marrow?
For many leukemia patients, the only cure is a bone marrow transplant, with marrow that comes from a donor.
Transplantation of donor blood stem cells derived from the bone marrow or bloodstream (most common approach).
What is a marrow transplant?
Marrow infused into the patient requires a genetic match that is as perfect as possible (10/10 match parameters).
Highest probability exists within the same ethnic pool.
Finding a donor
Non-profit that operates a bone marrow registry of 7.5 million individuals.
For Caucasians, there is an 80% chance of finding a matched donor in the NMDP registry.
Of the 7.5 million registrants,
20% are minorities.
But only 1% are South Asian.
So if you are South Asian…
your chances of finding a match
are slim.
Very slim.
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
There was no bone marrow registry.
nothing
What to do?
Friends got together.
All of us were quite shocked about the news that two of our friends were struck with cancer.
We all felt like we needed to do something. Anything.
What were our options?
Do nothing.
Do something.Do nothing.
Do something SEISMIC
Do somethingDo nothing
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 we’ll 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, think small, stay focused.
One goal: 20,000 individuals
GET: Some structure to the
chaosGrab
attentionGrab
attention EngageEngage Take actionTake
action
• Make message bold, crisp, & human
• Funnel traffic to a single destination
• Be personally meaningful
• Clear call to action in all communication (K.I.S.S.)
• Track metrics & collective impact
• Use MANY channels
Harness Social Media & Web 2.0
Formed teams
Team Vinay Team Sameerteam lead
marketing
drive operations
education
regional leads
team lead
marketing
drive operations
education
regional leads
bridges
Built the brands
HelpSameer.orgHelpVinay.org
HelpSameerAndVinay.org
Built the brands
HelpSameer.org HelpVinay.org
Executed, like CRAZY.
AWARENESS ACTION
Social Media
Traditional Media
Education
Registration
Blogs
WidgetsVideo
Viral EmailPledge Lists
Fliers
Celebrities
Donor OrgsLiterature
Web Links
How to Videos
Homes
Local Events
Clubs / LoungesUniversities
Temples
Corporate Drives
TV
Public Relations
PostersNewspapers
Magazine Telemarketing
STRATEGY
Instant Brand
Mass-Micro Mobilization
http://www.helpsameer.org/strategy/
• 470 bone marrow
drives
• 24,611 new people
registered
• About 3,500
volunteers
• 1m+ media
impressions
• 150,000+ site visitors
The Results – 12 weeks
• Sameer = 10/10 match.
• Vinay = 8/10 match.
• Transplants done Fall
2007.
Goal achieved.
Sameer shared his story from the hospital.
Both Sameer and Vinay blogged prolifically.
Sameer even posted a video of his transplant on YouTube.
http://www.youtube.com/watch?v=2CG9fIYNf5A
So, what lessons did
we learn?
1. Develop a clear goal.
There is elegance in
simplicity.
2. Act, then think. (Reverse the
rules)
Maintain a deep bias for action. Resist the temptation to have a master plan before taking the first step.
3. Tell a good (truthful) story.
Tell stories to connect with human emotion. Develop the right voice, and strike a bond.
4. Design an architecture for collaboration.
Enable others to contribute - allow the army to self-enroll, and let soldiers to choose their own weapons.
5. Focus on empowerment marketing*
Empower people to market your organization and its cause.
* Sundeep Ahuja – http://thesunrising.com/empowerment-marketing/
• Our best friend, Sameer, relapsed within 3 months of his transplant
• He fought hard – but sadly, passed away in March 2008
Update on Sameer
We celebrated his life by sharing his memorial service with the world.
Live Global Webcast
200+ live global viewers
6,000+ views in first 7 weeks
6,000+ total views
• Vinay had a successful transplant, but then relapsed
• Underwent alternative drug treatments
• Sadly, Vinay also passed away in June 2008
Vinay
Of the 24,000 new registered donors for Sameer & Vinay, 7,500+ were registered in the Bay Area.
Purpose…revealed.
From this 7,500+ the NMDP found ~ 80 new matches for other leukemia patients.
Sameer & Vinay’s cause has potentially led to 250 lives saved in the past year alone.
Legacy…revealed.
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 of a chain reaction, and go ignite it.
I Wonder
What do I do now?
I Wonder
What do I do now?Could I water this?
I Wonder
What do I do now?Could I water this?
Would it grow?
I Wonder
What do I do now?Could I water this?
Would it grow?How would that make
me feel?
Happy.
2008 2009 2010
Robert Chatwani’s Story
2011
2008 2009 2010
Robert Chatwani’s Story
Teach a class
2011
2008 2009 2010
Robert Chatwani’s Story
Teach a class
Write a book
2011
2008 2009 2010
Robert Chatwani’s Story
Teach a class
1 million
Write a book
2011
The social web and it’s role in affecting change…
TEAM SAMEER focused on a single goal: 20K South Asians registered
They did not try to sign up every single South Asian in the 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
© D
ragonfly Effect
TEAM SAMEER grabbed attention, building an instant brand
Remove barriers to help (possibly more important than encouraging action)
Varied media and varied asks“Know a website that reaches South Asians? Ask them to post links to upcoming drives.”
© D
ragonfly Effect
TEAM SAMEER engaged by speaking authenticity and telling a story, personally connecting with the listener
© D
ragonfly Effect
TEAM SAMEER enabled action, giving their volunteers the tools to act.
Empowerment marketing: Are you ready to give up control?
Social change in a box: grab-able templates and tools
Act first, then think: Abandon, move one, abandon, move on
Power of a good campaign = others do things you don’t expect
© D
ragonfly Effect
THE DRAGONFLY MODEL
FOUR STEPS: FOCUS + GET
©The Dragonfly Effect
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ragonfly Effect
FOCUS
©The Dragonfly Effect
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ragonfly Effect
•Humanistic
•Actionable
•Testable
•Clear
STEP 1
FOCUS
© D
ragonfly Effect
GRAB ATTENTION
©The Dragonfly Effect
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ragonfly Effect
•Personal
•Unexpected
•Visceral
•Visual
STEP 2
GRAB ATTENTION
©The Dragonfly Effect
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ragonfly Effect
ENGAGE
©The Dragonfly Effect
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ragonfly Effect
•Tell a story
•Authenticity
•Empathize, connect
•Match the media
STEP 3
ENGAGE
©The Dragonfly Effect
© D
ragonfly Effect
Humans are not ideally set up to understand logic; they are set up to understand stories
-Robert Schank, cognitive psychologist
©The Dragonfly Effect
© D
ragonfly Effect
TAKE ACTION
©The Dragonfly Effect
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ragonfly Effect
•Easy
•Fun
•Tailored
•Open
STEP 4
TAKE ACTION
©The Dragonfly Effect
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ragonfly Effect
FOCUS GRAB ATTENTION
ENGAGETAKE ACTION
©The Dragonfly Effect
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ragonfly Effect
FOCUS GRAB ATTENTION
ENGAGETAKE ACTION©The Dragonfly Effect
© D
ragonfly Effect
The Dragonfly Effect
FOCUS: HumanisticActionable Testable Clarity Happiness
GRAB ATTENTION:Personal UnexpectedVisceral Visualize
ENGAGE:Tell a story Authenticity Empathize, connect Match the media
TAKE ACTION:Easy Fun Tailored Open
© D
ragonfly Effect
Harnessing the
Dragonfly to Engineer
Virality
© D
ragonfly Effect
• Think spread
• Each outbreak begins with 1 person
• Propagation is endogenous (self-sustaining)
• New infectious with each new generation
DEFINITION OF VIRALITYDefinition of Virality
© D
ragonfly Effect
• Conventional marketing- Conversions = probability of conversion
x people exposed
• Viral marketing
- Reproduction rate = transmission rate x people told
- Must be > 1 for sustainability
VIRALITY MATHVirality Math©
Dragonfly Effect
Viral leverage comes from increasing transmission rate
Transmission rate:
grab attention rate x engagement rate
x ease of taking action
VIRAL DRAGONFLIESViral Dragonflies©
Dragonfly Effect
A viral hit onlineSome
background on
virality
© D
ragonfly Effect
102 ads coded for ‘virality”
(more than 5K views/week)
THE STUDYOne Recent Study©
Dragonfly Effect
“There was no relation between
persuasion and viral potential.”
- Ann Green
Millward Brown 2010
© D
ragonfly Effect
•Great creativity
•Wide dissemination
•Good search
optimization
•“Cross your fingers”
4 TIPS
© D
ragonfly Effect
•E-Trade
•Audi
•Snickers
•Walmart
•Coke
…were the viral hits among the
102 ads
THE VIRAL HITSThe Viral Hits
Millward Brown 2010
© D
ragonfly Effect
CokeCase Study
© D
ragonfly Effect
The Challenge
• Need a way to build deeper connection with consumers
• Especially teens
• To its flagship
• Leverage digital media to connect globally
© D
ragonfly Effect
The Solution
• Viral digital marketing campaign on happiness
• 7 prototypes; $50K each - Facebook apps- Wallpaper
• Winner: Coke Happiness Machine
© D
ragonfly Effect
The Result
SPEND: $50K
REACH: 2 million in 2 weeks
- Global: 50% of viewers outside US 70% blog posts non-English.
IMPACT: 95% positive.
- ”I’m a Pepsi drinker, but I may make the switch.”
© D
ragonfly Effect
NIKE WECase Study
© D
ragonfly Effect
“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 Challenge©
Dragonfly Effect
Goal: Offer the community “More than Money”
Solution (Nike WE)
• 4 different employee marketplaces with no corporate support
• Employee inspiration sessions via star athletes
• Coordinated efforts via a central employee portal (WE)
• Inspiration by giving talent, time, voice and money to community efforts
Prior approach
© D
ragonfly Effect
The Solution
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
VISION: The WE intranet portalTHE SOLUTION: WE Portal
© D
ragonfly Effect
Intangible Tangible
• Increased employee awareness and morale
• Increased passion for work and better work-life balance
• Better brand image via positive PR
• Over 600 volunteering opportunities posted on WE
• WE Giving has an additional 450 organizations
• 5,000 Nike employees volunteered in 7 months in 34 countries
The Result©
Dragonfly Effect
Disaster Relief: Marysville Elementary School
Relief Effort• Broadcast for help on WE portal• 500 coats, backpacks filled with
supplies provided• Collaboration with local communities• Cash donations
Fire Disaster• Nov 2009: Marysville Elementary near
Nike’s Beaverton center burned down• No casualties but heavy material loss• NIKE’s School Innovation Fund (NSIF)
with $9M budget helps with relief efforts
C&D’s LEMONADE Case Study
© D
ragonfly Effect
• Getting our children to connect to meaning, responsibility - a simple cause.
• Giving them the belief that they can make a difference
• And foster creativity along the way
The Challenge©
Dragonfly Effect
Mogilner and Aaker (2010)
The Solution
Lemonade Stand Study
• Manipulation
• Dependent variables– % of passersby who purchased– Willingness to pay ($1-$3)– )
Time Money Control
Mogilner and Aaker (2010)
© D
ragonfly Effect
Results: Who Buys?
14%
9%7%
0%
5%
10%
15%
20%
25%
30%
Per
cen
tag
e w
ho
pu
rch
ase
d
Time Control Money
Of the 391 passersby, 40 stopped to buy
Mogilner and Aaker (2010)
© D
ragonfly Effect
Results: What Do They Donate?
$2.50
$2.18
$1.38
$1.00
$1.50
$2.00
$2.50
$3.00
Wil
lin
gn
ess
to p
ay
Time Control Money
And they paid nearly twice as much
Mogilner and Aaker (2010)
© D
ragonfly Effect
Inspiration for The Dragonfly Effect