Embed Size (px)
DESCRIPTION
Citation preview
Introduction to the Dragonfly Effect Introduciton to Your ProjectsLSC 440 1 November
THE DRAGONFLY MODEL
FOUR STEPS: FOCUS + GET
©The Dragonfly Effect
© D
ragonfly Effect
First, think small, stay focused.
Observe your audience & know them then …
Focus + GET:
Some structure to the chaos
Grab attention
Grab attention EngageEngage Take
actionTake
action
• Make message bold, crisp, & human
• Funnel traffic to a single destination
• Be personally meaningful
• Clear call to action in all communication (K.I.S.S.)
• Track metrics & collective impact
• Use MANY channels
Then we strategically leverage
Social Media & Web 2.0
AWARENESS ACTION
Social Media
Traditional Media
Education
Registration
Blogs
WidgetsVideo
Viral EmailPledge Lists
Fliers
Celebrities
Donor OrgsLiterature
Web Links
How to Videos
Homes
Local Events
Clubs / LoungesUniversities
Temples
Corporate Drives
TV
Public Relations
PostersNewspapers
Magazine Telemarketing
STRATEGY
Instant Brand
Mass-Micro Mobilization
The social web and it’s role in affecting change…
CASE STUDY Montana Meth Project
First develop a clear goal and
know your audience.
There is elegance in
simplicity.
There is power in knowing!
Goal: Decrease Meth Use. Need
to “unsell” it!
Observations: target audience
too old, they don’t trust adults,
they don’t want to hear from
adults.
1. Develop a clear goal and
know your audiece.
There is elegance in
simplicity.
2. Act, then think. (Reverse the
rules)
Maintain a deep bias for action. Resist the temptation to have a master plan before taking the first step.
3. Tell a good (truthful) story.
Tell stories to connect with human emotion. Develop the right voice, and strike a bond.
4. Design an architecture for collaboration.
Enable others to contribute - allow the army to self-enroll, and let soldiers to choose their own weapons.
5. Focus on empowerment marketing*
Empower people to market your organization and its cause.
* Sundeep Ahuja – http://thesunrising.com/empowerment-marketing/
State ranked #5 for meth use before, now is #39
Teen meth used decreased by 63%
Adult meth used decreased by 72%
Meth related crime dropped 62%
Purpose…revealed.
Your biggest asset is a clear mind and a very large idea.
Find the ignition point of a chain reaction, and go ignite it.
THE DRAGONFLY MODEL
FOUR STEPS: FOCUS + GET
©The Dragonfly Effect
© D
ragonfly Effect
FOCUS
©The Dragonfly Effect
© D
ragonfly Effect
•Humanistic: observe & understand
•Actionable: tactical short-term to long-term
•Testable: how do we measure?
•Clear: specific goals
•Happiness: connection
STEP 1
FOCUS
© D
ragonfly Effect
GRAB ATTENTION
©The Dragonfly Effect
© D
ragonfly Effect
•Personal:
•Unexpected:
•Visceral
•Visual
STEP 2
GRAB ATTENTION
©The Dragonfly Effect
© D
ragonfly Effect
ENGAGE
©The Dragonfly Effect
© D
ragonfly Effect
•Tell a story
•Authenticity
•Empathize, connect
•Match the media
STEP 3
ENGAGE
©The Dragonfly Effect
© D
ragonfly Effect
Humans are not ideally set up to understand logic; they are set up to understand stories
-Robert Schank, cognitive psychologist
©The Dragonfly Effect
© D
ragonfly Effect
TAKE ACTION
©The Dragonfly Effect
© D
ragonfly Effect
•Easy
•Fun
•Tailored
•Open
STEP 4
TAKE ACTION
©The Dragonfly Effect
© D
ragonfly Effect
FOCUS GRAB ATTENTION
ENGAGETAKE ACTION
©The Dragonfly Effect
© D
ragonfly Effect
FOCUS GRAB ATTENTION
ENGAGETAKE ACTION©The Dragonfly Effect
© D
ragonfly Effect
The Dragonfly Effect
FOCUS: HumanisticActionable Testable Clarity Happiness
GRAB ATTENTION:Personal UnexpectedVisceral Visualize
ENGAGE:Tell a story Authenticity Empathize, connect Match the media
TAKE ACTION:Easy Fun Tailored Open
© D
ragonfly Effect
Mid-Term/Take Home
• Will be handed out next Tuesday 11/6• Will be due on Tuesday 11/13 (hand in at the
start of class)
Group Project Update
Grading for group projects (next Tuesday)Group projects compilation update (next week)
Clients
• Madison Fire Department (Madison, WI)• Red and White Hunger Fight (Madison, WI)• Outwards (Vail, Colorado)• Digital Studies Certificate (Madison, WI)• Community Resiliency Project (Iowa)• Aldo Leopold Foundation (Baraboo, WI)• Become a Hero / Be a Donor (Califorina)
Homework
• Reading: Chapter 2 Grab attention. Tweet your aha’s
• Group Project: Email preferences for group projects
• Next Tuesday: Starting client projects and more wings of the Dragonfly Effect
© D
ragonfy Effect
