"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.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
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 !
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 !
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 !
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 !
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 ! !
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 !
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 !
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 !
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 !
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 !
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 !
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 !
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 !
136. all you need to do is…!
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 !