Thinking Like A Dragonfly 4 Proven Steps to Using Social Media for Social Change Don Stanley 3Rhino...

Thinking Like A Dragonfly4 Proven Steps to Using Social Media for Social Change

Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com

Why The Dragonfly?


A 4-Step Framework


It’s repeatable

A 4-Step Framework


It’s repeatableIt’s extremely well researched

A 4-Step Framework


It’s repeatableIt’s extremely well researchedIt plain works


A Story: Dragonfly In Action

• Sameer Bhatia, 32• Grew up in Seattle• Married Reena in 2006• Stanford undergrad,

serial entrepreneur• Diagnosed May 2007

Sameer Bhatia diagnosed with Leukemia

10,000diagnosedeach year

30%sibling match

70%Registry from Strangers

80%Chance of match from stranger if Caucasian

Act. Quickly.Design to scale.Do not fail.

If the odds were 1 in 20,000…

hold bone marrow drives…

and register 20,000 South Asians.

Plan and then Execute like CRAZY.

june july augustwww.Cooper.com

11 weeks470 drives, 24,611 cheeks…

And …

> About 3,500

volunteers

> 1m+ media

impressions

> 150,000+ site visitors

The Results continued

Sameer = 10/10 match

received his transplant in

the Fall 2007.

Goal achieved.

Sameer, relapsed within 3 months of his transplant.

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

Of the 24,000 new registered donors, 7,500+ were registered in the Bay Area.

From this 7,500+ they found ~ 80 new matches for other leukemia patients

Sameer’s cause potentially led to 250 lives saved in the 2008 alone.

Purpose…revealed.

Point A

Now, how do we…

Point B

FOCUS + GET = Chaos to Clarity

FOCUS + GET = Chaos to Clarity

Grab attenti

onEngage Take

actionTake

action

• Make message bold, crisp, & human

• Use MANY channels

• Funnel traffic to a single destination

• Be personally meaningful

• Clear call to action in all communication (K.I.S.S.)

• Track metrics & collective impact

Sounds Basic in Theory.But theory isn’t practice

STEP 1

FOCUS

STEP 1

FOCUS

© D

ragonfly Effect

SQUIRREL!!!

Think small, stay focused.How? Think macro-goals: Big pictureAND micro-goals: short-term, small, actionable,

measurable

STEP 1

FOCUS

Then Strategically Leverage

social tools & technology to learn, teach, connect

And use HATCH

STEP 1

FOCUS

> Humanistic: observe & understand

and pay attention to your audience NOT your organization

STEP 1

FOCUS

“If you wish to persuade me, you must think my

thoughts, feel my feelings and speak my words”


> Actionable: can we achieve this?

think Macro vs. Micro like “Get Healthy” vs Walk 30 minutes/day

STEP 1

FOCUS

© D

ragonfly Effect



> Testable: how do we measure?

STEP 1

FOCUS

© D

ragonfly Effect




> Clarity: don’t chase giant squirrels Non-specific goals overly tax the prefrontal cortex leading

to burnout

STEP 1

FOCUS

© D

ragonfly Effect




> Clarity: don’t chase giant squirrels

> Happiness: Meaning!

STEP 1

FOCUS

© D

ragonfly Effect

GRAB ATTENTION

•Personal

•Unexpected

•Visceral

•Visual

STEP 2

GRAB ATTENTION

©The Dragonfly Effect

© D

ragonfly E

ffect

ENGAGE

•Tell a story

•Authenticity

•Empathize, connect

•Match the media

STEP 3

ENGAGE


© D

ragonfly Effect

Humans are not ideally set up to understand logic; they are set up to understand stories

-Robert Schank, cognitive psychologist

TAKE ACTION

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 E

ffect

design for others

The social web and it’s role in affecting change…

CASE STUDY Montana Meth Project

Between 1992 – 2002 Meth use increased 520%

State ranked #5 for meth use

Over 50% of kids in foster care there because of meth

Over 72% of those in prison incarcerated because for meth

Problem

Follow the 4 Steps:

Goal: Decrease Meth Use. Need to

“unsell” it!

Observations: target audience

too old, they don’t trust adults,

they don’t want to hear from

adults.

1. Develop a clear goal and

know your audiece.

There is elegance in

simplicity.

Montana Meth Spot

http://www.youtube.com/watch?feature=player_embedded&v=uePttgYsjZo

http://www.youtube.com/watch?feature=player_embedded&v=uePttgYsjZo

State ranked #5 for meth use before, now is #39

Teen meth used decreased by 63%

Adult meth used decreased by 72%

Meth related crime dropped 62%

Purpose…revealed.

create just enough

cultivate optimism

Technologistsdesign for networks

thank you

Thinking Like A Dragonfly 4 Proven Steps to Using Social Media for Social Change Don Stanley 3Rhino...

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