Named for the only insect able to move in any direction when its four wings are working in concert, The Dragonfly Effect reveals how everyday people achieve unprecedented results through harnessing the incredible power of social media.
While there are many books teaching the mechanics of Facebook, Twitter, and YouTube to compete in business, The Dragonfly Effect is the first to show how to tap social media and psychological insights to achieve a single, concrete goal – whether that is finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States.
Featuring dynamic, original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook, as well as start-ups like Groupon and COOKPAD, The Dragonfly Effect demonstrates how to achieve both social good and customer loyalty by leveraging the power of design thinking with practical strategies.
The Dragonfly Effect proves that you don’t need money or power to inspire seismic change.
The Dragonfly Effect - Harnessing Social Media to Build Brands
1. THE DRAGONFLY EFFECT:
HARNESSING SOCIAL MEDIA TO BUILD BRANDS !
J E N N I F E R AA K E R A N D Y S M I T H!
DRAGONFLY EFFECT !
2. Observations!
People love to buy, but hate
to be sold to!
Effective brands moving from
advocates to ambassadors!
Trust gap is significant!
!
THE DRAGONFLY EFFECT !
3. So, how do you
bridge that gap?!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
4. By being!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
5. Respectful!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
6. Curious!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
7. Courageous
Experimenters!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
8. Storytellers!
!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
9. Technologists!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
!
18. 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!
DRAGONFLY EFFECT !
19. US ESTIMATES – 2009
New cases: !44,790
Deaths: !21,870!
Mortality: !49%!
DRAGONFLY EFFECT !
24. For many patients,
the only cure is a
bone marrow transplant,
from a human donor.!
DRAGONFLY EFFECT !
25. FINDING A DONOR
Marrow infusions require a
near perfect genetic match
(10/10). !
!
DRAGONFLY EFFECT !
26. FINDING A DONOR
Marrow infusions require a
near perfect genetic match
(10/10). !
The highest probability lies
in the same ethnic pool.!
DRAGONFLY EFFECT !
27. Non-profit that
operates a bone
marrow registry
of 7.5 million
individuals. !
DRAGONFLY EFFECT !
64. !
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 us all by surprise given that he has always been in peak condition.
Sameer, a Stanford alum, is known to many for his efforts in launching the American India Foundation, Project
DOSTI, TiE (Chicago), a microfinance fund, and other causes focused on helping others. Now he urgently needs
!
transplant to sustain beyond the next few months.
!
our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow
! !
Fortunately, you can help. Let s use the power of the Net to save a life…something that couldn t be done years
ago, but is now possible.
Three Things You Can Do ! !
!
(click here for more details online)
1. Please get registered.!
!
minutes of your time). Registering and even donating if you re ever selected is VERY simple.
!
Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5
Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with
Team Vinay (www.helpvinay.org) in order to get South Asians registered in the bone marrow registry. Both Sameer
! !
and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and
this makes it difficult for doctors to find them a match. This is why we need your help.
We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local
drive. Drives are currently taking place all around the country, including throughout California, Washington,
!
www.helpvinay.org/dp/index.php?q=event. !
Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://
2. Spread the word. !
Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the
same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at
! !
your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and
Vinay.
!
we can achieve broad scale and be part of a large online movement to save lives. !
Please use the power of your address book and the Web to spread this message – today more than ever before,
!
3. Learn more
To learn more, please visit http://www.nickmyers.com/helpsameer. The site includes more details on how to
organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://
www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed.
DRAGONFLY EFFECT ! against AML at www.matchpia.org.
!
Another past success story from our community is that of Pia Awal s; please read about her successful fight
!
66. 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!
DRAGONFLY EFFECT ! http://www.helpsameer.org/strategy/
!
67. HOSTING BONE MARROW DRIVE!
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 yellow with your own text.
DRAGONFLY EFFECT !
76. 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
DRAGONFLY EFFECT !
79. 1
Develop a clear goal.!
There is elegance in simplicity.!
!
!
DRAGONFLY EFFECT !
80. 2
Reverse the rules. !
How might others might address the
challenge? Do the opposite. !
DRAGONFLY EFFECT !
81. 3
Tell a good (truthful) story. !
Tell stories that connect on an
emotional level. !
DRAGONFLY EFFECT !
82. 4
Design for collaboration.!
Enable others to contribute and
choose their own weapon.!
DRAGONFLY EFFECT !
83. UPDATE ON SAMEER!
Our dear friend,
Sameer, relapsed within
3 months of his
transplant.
He fought hard – but
sadly, passed away in
March 2008.!
DRAGONFLY EFFECT !
84. D R A G O N F L Y E F F E C T !!
DRAGONFLY EFFECT
85. We celebrated his life by
sharing his memorial
service with the world.!
DRAGONFLY EFFECT !
87. 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.!
DRAGONFLY EFFECT !
88. PURPOSE…REVEALED!
Of the 24,611 newly
registered…
266 people
were matched in one !
year alone.!
DRAGONFLY EFFECT !
107. DRAGONFLY: moves in any direction-
even hovers-when 4 wings are in concert!
DRAGONFLY EFFECT !
108. DRAGONFLY EFFECT:
Small acts can create big
change when the core
idea has deep meaning.!
When all four wings
are coordinated.!
!
DRAGONFLY EFFECT !
!
110. To change the world, you
have to get your head
together first. ! !!
! !!
— Jimi Hendrix!
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!
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?!
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? !
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?!
DRAGONFLY EFFECT !
120. Humans are not ideally set
up to understand logic;
they are set up to
understand stories. ! ! !
!!
— Robert Schank, Cogntive Psychologist!
DRAGONFLY EFFECT !
121. ENGAGED !
Team Sameer engaged by
speaking authenticity, telling
a story, personally
connecting with the listener!
DRAGONFLY EFFECT !
122. ENGAGE!
FOCUS! GRAB
ATTENTION!
ENGAGE!
Tell a story!
Empathize!
Authenticity!
Match media!
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?!
DRAGONFLY EFFECT !
125. As we look ahead to the next
century, leaders will be
those who empower others.!
! ! !!
— Bill Gates!
DRAGONFLY EFFECT !
126. ENABLED 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!
DRAGONFLY EFFECT !
128. 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?!
DRAGONFLY EFFECT !
129. THE DRAGONFLY MODEL!
FOCUS! GRAB
ATTENTION!
ENGAGE!
TAKE ACTION!
DRAGONFLY EFFECT !
131. COKE
CASE STUDY
THEH E D R A G O N EFFECT F E!C T
T DRAGONFLY F L Y E F !
132. THE CHALLENGE
Need a way to build deeper
connection with consumers
especially teens to its flagship
Leverage digital media to
connect globally
THE DRAGONFLY EFFECT !
133. THE SOLUTION
Viral digital marketing
campaign on happiness
7 prototypes; $50K each
Facebook apps
Wallpaper
Winner:
Coke Happiness Machine
THE DRAGONFLY EFFECT !
134. THE RESULT
SPEND: $50K
REACH: 2 million in 2 weeks
- Global: 50% viewers outside US
- 70% blog posts non-English
IMPACT: 95% pos comments
THE DRAGONFLY EFFECT !
135. NIKE WE!
CASE STUDY!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
136. 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 !
137. THE SOLUTION!
PRIOR APPROACH! SOLUTION (NIKE WE)!
4 different employee Coordinated efforts via
marketplaces with no a central employee
central corporate portal (WE) Inspiration
supportEmployee by giving talent, time,
inspiration sessions voice and money to
via star athletes! community efforts!
Goal: Offer the community More than Money !
THE DRAGONFLY EFFECT !
138. 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 !
139. 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 !
140. 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 !
141. OBAMA!
CASE STUDY!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
143. INSIGHTS!
How Obama linked online
and offline presence, in a way
that complimented offline as
well, such as directing
visitors to local offline events
and priorities!
THE DRAGONFLY EFFECT !
144. INSIGHTS!
Asking for time
(engagement) particularly
in the time period when
it was too early to vote
Asking for money in small
enough amounts to make
it so democratic that it
made it tantamount to
another time ask !
THE DRAGONFLY EFFECT !
145. INSIGHTS!
Matched the media, using
YouTube effectively to
deliver emotional
messages and SMS to
deliver extremely temporal
ones - selection of the VP!
THE DRAGONFLY EFFECT !
146. Harnessing the
Dragonfly to Engineer
Virality!
THEH E D R A G O N EFFECT F E!C T
T DRAGONFLY F L Y E F !
147. DEFINITION OF VIRALITY!
Think spread!
Each outbreak begins with
1 person!
Propagation is
endogenous, self-
sustaining!
New infectious with each
new generation!
THE DRAGONFLY EFFECT !
148. 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 !
149. VIRALITY MATH!
Viral leverage comes from
increasing transmission rate!
Transmission rate: !
grab attention x engagement
x fit, ease, and fun of taking
action!
A day after Subversive Chicken site was launched, it had a
million hits. A week later it had 20 million. !
THE DRAGONFLY EFFECT !
150. To build brands that are
authentic, to develop
messages that spread, and
to harness social media…!
!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
151. all you need to do is…!
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
156. 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 !
THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
157. THE H E D R A G O NEFFECT F E C T
T DRAGONFLY F L Y E F ! !
158. WHAT S NEXT?
READ A GOOD BOOK!
THE DRAGONFLY EFFECT !
Visit us at: DragonflyEffect.com
160. ! !
thank you! !
!
!
and special thanks to"
Sameer and Vinay, Robert Chatwani, Purin Phanichphant, Joe Brown, Emily Ma, Barbara McCarthy, David Rogier, Jason Chua,
Nicolae Halmaghi, Nick Myers, Renna Al-Yassini, Jayson McCauliff, Cassie Mogilner, Sep Kamvar, Anneke Jong, Mia Mabanta,
Nancy Duarte, Oren and Justine Jacob, our TED dinner-ites, my parents,!
my kids: Cooper, Devon and Tea Sloane and my husband Andy Smith!
THE DRAGONFLY EFFECT !
161. ! !
thank you! !
!
!
and special thanks to"
Sameer and Vinay, Robert Chatwani, Purin Phanichphant, Joe Brown, Emily Ma, Barbara McCarthy, David Rogier, Jason Chua,
Nicolae Halmaghi, Nick Myers, Renna Al-Yassini, Jayson McCauliff, Cassie Mogilner, Sep Kamvar, Anneke Jong, Mia Mabanta,
Nancy Duarte, Oren and Justine Jacob, our TED dinner-ites, our parents,!
Our kids: Cooper, Devon and Tea Sloane Smith!
THE DRAGONFLY EFFECT !