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8/16/2011
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T H E D R A G O N F L Y E F F E C T
ENGAGE
GRAB ATTENTION
FOCUS
ENGAGE
TAKE ACTIONEasyFunTailoredOpen
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T H E D R A G O N F L Y E F F E C T
WHERE DOES THIS LEAVE US?
How will we engage
What stories motivate volunteers and employees, and are generated and spread by all involved?
How can we create small focused goal
What single focused goal is actionable, measurable and the mere thought of achieving it makes people happy?
How are we grabbing attention?
How to make people look (and remember)?
How to enable action
How can we enable employees, volunteers and customers – arming them with tools and templates so that they can act?
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
THE DRAGONFLY MODEL
GRAB ATTENTION
FOCUS
ENGAGETAKE ACTION
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T H E D R A G O N F L Y E F F E C T
Harnessing the Dragonfly to Engineer Virality
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T H E D R A G O N F L Y E F F E C T
DEFINITION OF VIRALITY
Think spread
Each outbreak begins with 1 person
Propagation is endogenous, self-sustaining
New infectious with each new generation
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T H E D R A G O N F L Y E F F E C T
VIRALITY MATH
Conventional marketing: conversions = probability ofconversion x people exposed
Viral marketing: reproduction rate = transmission rate x people told
Must be > 1 to self-sustain
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T H E D R A G O N F L Y E F F E C T
VIRALITY MATH
Viral leverage comes from increasing transmission rate
Transmission rate:
grab attention x engagementx 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.
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T H E D R A G O N F L Y E F F E C T
The Dragonfly in Action: Case Studies
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T H E D R A G O N F L Y E F F E C T
C&D’SLEMONADECASE STUDY
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T H E D R A G O N F L Y E F F E C T
THE CHALLENGE
Getting kids to connect to meaning, responsibility - a simple cause.
Giving them the belief that they can make a difference
Foster creativity along the way
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T H E D R A G O N F L Y E F F E C T
THE SOLUTION
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T H E D R A G O N F L Y E F F E C T
LEMONADE STAND STUDY
DEPENDENT VARIABLES
– % of passersby who purchased– Willingness to pay ($1-$3)
Time Money Control
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T H E D R A G O N F L Y E F F E C T
THE RESULT: WHO BUYS?
Of the 391 passersby, 40 stopped to buy
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T H E D R A G O N F L Y E F F E C T
RESULTS: WHAT DO THEY DONATE?
And they paid nearly twice as much
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T H E D R A G O N F L Y E F F E C T
OBAMACASE STUDY
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
OBAMA: CHANGE JOIN THE MOVEMENT
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T H E D R A G O N F L Y E F F E C T
INSIGHTS
How Obama linked onlineand offline presence, in a way that complimented offline as well, such as directing visitors to local offline events and priorities
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T H E D R A G O N F L Y E F F E C T
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
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T H E D R A G O N F L Y E F F E C T
INSIGHTS
Matched the media, using YouTube effectively to deliver emotional messages and SMS to deliver extremely temporal ones - selection of the VP
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T H E D R A G O N F L Y E F F E C T
EGYPT CASE STUDY
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
To build brands that are authentic, to develop ideas that spread, and to harness social media…
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
all you need to do is…
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
GET FOCUSED
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
GRAB ATTENTION
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
TELL A STORY
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T H E D R A G O N F L Y E F F E C T
ENABLE ACTION
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
WHAT’S NEXT? READ A GOOD BOOK
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T H E D R A G O N F L Y E F F E C T
T H E D R A G O N F L Y E F F E C T dragonflyeffect.com @DflyEffect
A N D Y S M I T H V O N A V O N A V E N T U R E S vonavona.com @kabbenbock
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T H E D R A G O N F L Y E F F E C T
APPENDIX
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T H E D R A G O N F L Y E F F E C T D E S I G N I N G H A P P I N E S S / © J E N N I F E R A A K E R
Consumers see non-profits as warm, but incompetent.
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T H E D R A G O N F L Y E F F E C T D E S I G N I N G H A P P I N E S S / © J E N N I F E R A A K E R
They see for-profits as competent, but cold.
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T H E D R A G O N F L Y E F F E C T
So, how do you bridge that gap?
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
By being
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
Respectful
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
Curious
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
CourageousExperimenters
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
Storytellers
T H E D R A G O N F L Y E F F E C T
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T H E D R A G O N F L Y E F F E C T
Technologists
T H E D R A G O N F L Y E F F E C T
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Nonprofit911.orgJoin us for our next webinar on August 25:
Transform Your Organization with Pro Bono Technology Resources from The Community Corps
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