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Presentation for social media class
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The Dragonfly Effect!“Small Acts Create Big Change”
The Book!• Wri5en by Jennifer Aaker • Published in September 2010
• Quick, effecEve, and powerful ways to use social media to drive social change
• Definitely not “slackEvism”
• Ripple effect / “emoEonal contagion”
• “…the elegance and efficacy of people who, through the passionate pursuit of their goals, discover that they can make a posi;ve impact dispropor;onate to their resources.”
• The dragonfly has four parts: • Wing 1: Focus • Wing 2: Grab A5enEon • Wing 3: Engage • Wing 4: Take AcEon
The Dragonfly!
The Heart!
• Five design principles (HATCH) • HumanisEc
• AcEonable • Testable • Clarity • Happiness
Wing 1: Focus!
• Ex: Obama’s 2008 campaign
Wing 2: !Grab Attention!• SEckiness factor • Four design principles • Get personal • Deliver the unexpected • Visualize your message
• Make a visceral connecEon
• Key characterisEcs of engaging campaigns
Wing 3: Engage!
• Four design principles (TEAM) • Tell a story • Empathize
• Be authenEc • Match the media
• Ex: Kiva
Wing 4: !Take Action!
• Call of acEon • Four design principles (TEAM) • Make it easy
• Make it fun
• Tailor • Be open
• Ex: Alex’s Lemonade Stand for AcEon
• Last minute Eps:
Onward and !Upward!
• Create social good • Remain moEvated to pursuing your goals
• RevoluEons oaen start with simple ideas and ordinary people
• You can’t change the world overnight, but…
Questions?!