1. The Dragonfly Effect
“Small Acts Create Big Change”

2. The Book
• Written by Jennifer Aaker
• Published in September 2010
• Quick, effective, and powerful ways to use
social media to drive social change
• Definitely not “slacktivism”
• Ripple effect / “emotional contagion”

3. The Dragonfly
• “…the elegance and efficacy of people who,
through the passionate pursuit of their goals,
discover that they can make a positive impact
disproportionate to their resources.”
• The dragonfly has four parts:
• Wing 1: Focus
• Wing 2: Grab Attention
• Wing 3: Engage
• Wing 4: Take Action

4. The Heart
• What does your campaign represent?
• Your campaign should embody the heart and
soul of the concept, person, or organization
you are trying to help.
• The heart/body of the dragonfly is what holds
it all together.

5. Wing 1: Focus
• Five design principles (HATCH)
• Humanistic
• Actionable
• Testable
• Clarity
• Happiness
• Ex: Obama’s 2008 campaign

6. Wing 2:
Grab Attention
• Stickiness factor
• Four design principles
• Get personal
• Deliver the unexpected
• Visualize your message
• Make a visceral connection

7. Wing 3:
Engageof engaging campaigns
• Key characteristics
• Four design principles (TEAM)
• Tell a story
• Empathize
• Be authentic
• Match the media
• Ex: Kiva

8. Wing 4:
Take Action
• Call of action
• Four design principles
• Make it easy
• Make it fun
• Tailor
• Be open
• Ex: Alex’s Lemonade Stand for Action

9. Onward and
Upward
• Last minute tips:
• Create social good
• Remain motivated to pursuing your goals
• Revolutions often start with simple ideas
and ordinary people
• You can’t change the world overnight,
but…

10. Questions?