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The Dragonfly Effect: Wing 2, Campaign Case StudiesLSC 440 November 6, 2012
The Dragonfly Effect: Wing 1 + Wing 2
THE DRAGONFLY MODELFOUR STEPS: FOCUS + GET
©The Dragonfly Effect
© Dragonfly Effect
FOCUS
©The Dragonfly Effect
© Dragonfly Effect
•Humanistic: observe & understand•Actionable: tactical short-term to
long-term•Testable: how do we measure?•Clear: specific goals•Happiness: connection
STEP 1
FOCUS Review©
Dragonfly Effect
GRAB ATTENTION
©The Dragonfly Effect
© Dragonfly Effect
Think Stickiness: not just first attention, but maintaining focused attention
STEP 2
GRAB ATTENTION
©The Dragonfly Effect
© Dragonfly Effect
Design Principles to Grab Attention
1: Get Personal
“If you want to persuade me, you must think my thoughts, feel my feelings, and speak my words”.
•(example of Ford Bloggers)
STEP 2
GRAB ATTENTION
©The Dragonfly Effect
© Dragonfly Effect
Design Principles to Grab Attention
2: Deliver the Unexpected• Lead with what’s impt to the
audience• Start with a fact• Begin with a question• Employ humor, but strategically and
carefully
STEP 2
GRAB ATTENTION
©The Dragonfly Effect
© Dragonfly Effect
Design Principles to Grab Attention
3: Visualize Your Message• We remember 85-90% if what we
see and15% of what we hear
• Add faces, images, video
STEP 2
GRAB ATTENTION
©The Dragonfly Effect
© Dragonfly Effect
Design Principles to Grab Attention
4: Make a Visceral Connection
STEP 2
GRAB ATTENTION
©The Dragonfly Effect
© Dragonfly Effect
Questions about Wing 2: Grabbing Attention?
Campaign Case StudyLet’s look at a working example of what do
Campaign Case StudySTEP 1: Understand the situation.
Campaign Case StudySTEP 1: Understand the situation.
A WORKING EXAMPLE: a new local business that’s part of an international franchise.
The international franchise has great SM traction, but they do NOT support local franchises well. They have no existing models for supporting/promoting local.
PROBLEM: how do we use social to promote a local store without getting into trouble with Corporate headquarters. We need to do this because headquarters isn’t helping promote the new store
Campaign Case StudyNEXT: Understand the GOALS/FOCUS of the
project.
Increase awareness of new store, increase sales and traffic for a new franchise location. Must convey the STRONG corporate brand and work within the corporate framework.
Campaign Case StudyNEXT: FIND and STUDY OTHERS, What’s
their story? What are the pluses and minuses
AJ Bombers: Good model?
Campaign Case StudyNEXT: FIND and STUDY OTHERS, What’s
their story? What are the pluses and minuses
AJ Bombers: Good model?Whole Foods: What can I take?
Campaign Case StudyNEXT: FIND and STUDY OTHERS, What’s
their story? What are the pluses and minuses
AJ Bombers: Good model?Whole Foods: What can I take?Domino’s Pizza: and Ramon De Leon
Campaign Case StudyNEXT: FIND and STUDY OTHERS
Homework• Reading: Chapter 3 • Contact your client and
begin doing initial research. This week is all about gathering core information
• Mid-term: Due next Tuesday at the START OF CLASS
© Dragonfy Effect
