An extract of material originally presented at Cisco to the Forum for Women Entrepreneurs and Executives on The Dragonfly Effect, an approach to creating impact with social media. http://www.fweande.org/index.cfm?fuseaction=Page.ViewPage&PageID=717

1. The Dragonfly Effect: Unlocking Social Media for Impact Andy Smith @kabbenbock + Jennifer Aaker @aaker Dragonflyeffect.com

3. The story that changed everything: Robert Chatwani’s Using Social Media to Save Lives

4. Introduction to the dragonfly model

5. Harnessing the dragonfly to engineer virality

6. Case studies: Coke, Nike and C&D’s Lemonade© Dragonfly Effect

7. A Marriage of Happiness + Technology Jennifer Jennifer’s never seen a cause she couldn’t champion.

8. A Marriage of Happiness + Technology Andy Andy’s never seen a problem for which they wasn’t a technology solution

9. Two Mindsets © Dragonfly Effect

10. Two Mindsets PC | APPLE Mindsets

11. Using Social Media to Save Lives Created by: Robert Chatwani

13. Grew up in Seattle

14. Co-Founder, prior roommate, best friend

15. Married Reena in 2006

16. Stanford undergrad, serial entrepreneur

17. Diagnosed May 2007

18. Vinay Chakravarthy, 28

19. Grew up in Fremont, CA

20. Married Rashmi in 2005

21. Berkeley undergrad, MD from Boston University

23. Leukemia Cancer that starts in blood-forming tissue such as the bone marrow and causes large numbers of blood cells to be produced and enter the bloodstream.

24. US Estimates – 2009 New cases: 44,790 Deaths: 21,870

25. Range of treatments Oral drugs Cord blood transplant Bone marrow transplant Chemotherapy Radiation

26. Acute Myeloid Leukemia (AML)

27. What is bone marrow? Spongy tissue found inside of bones. Marrow produces the body’s white & red blood cells, and platelets.

28. For many leukemia patients, the only cure is a bone marrow transplant, with marrow that comes from a donor.

29. What is a marrow transplant? Transplantation of donor blood stem cells derived from the bone marrow or bloodstream (most common approach).

30. Finding a donor Marrow infused into the patient requires a genetic match that is as perfect as possible (10/10 match parameters). Highest probability exists within the same ethnic pool.

31. Non-profit that operates a bone marrow registry of 7.5 million individuals.

32. For Caucasians, there is an 80% chance of finding a matched donor in the NMDP registry.

33. Of the 7.5 million registrants,

34. 20% are minorities.

35. But only 1% are South Asian.

36. So if you are South Asian…

37. your chances of finding a match are slim.

38. Very slim.

39. 1 in 20,000

40. Sameer and Vinay did not find matches that they desperately needed in the registry.

41. To make matters worse…

42. …in India,

43. a country with more than 1 billion people

44. There was no bone marrow registry. nothing

45. What to do?

46. Friends got together.

47. All of us were quite shocked about the news that two of our friends were struck with cancer.

48. We all felt like we needed to do something. Anything.

49. What were our options?

50. Do nothing.

51. Do nothing. Do something.

52. Do nothing Do something Do something SEISMIC

53. Our simple answer…

54. If the odds were 1 in 20,000…

55. Then all we needed to do was…

56. hold bone marrow drives…

57. and register 20,000 South Asians.

58. And then we’ll find a match.

59. Just 1 problem.

60. We had a matter of weeks to get this done.

61. The Challenge We needed to move fast We needed scale Failure was not an option

62. First, think small, stay focused. One goal: 20,000 individuals

64. Funnel traffic to a single destination

65. Be personally meaningful

66. Clear call to action in all communication (K.I.S.S.)

67. Track metrics & collective impact

69. Formed teams Team Vinay Team Sameer bridges team lead team lead marketing marketing drive operations drive operations education education regional leads regional leads

70. Built the brands HelpSameer.org HelpVinay.org HelpSameerAndVinay.org

71. Built the brands HelpVinay.org HelpSameer.org

72. Executed, like CRAZY.

73. How to Videos Widgets Blogs Video Fliers Web Links Viral Email Pledge Lists Literature Donor Orgs Facebook Celebrities Corporate Drives Public Relations Temples Homes Magazine Telemarketing TV Clubs / Lounges Universities Newspapers Local Events Posters Social Media Education STRATEGY Instant Brand Mass-Micro Mobilization Traditional Media Registration AWARENESS ACTION http://www.helpsameer.org/strategy/

80. 24,611 new people registered

81. About 3,500 volunteers

82. 1m+ media impressions

84. Vinay = 8/10 match.

86. Both Sameer and Vinay blogged prolifically.

87. Sameer even posted a video of his transplant on YouTube. http://www.youtube.com/watch?v=2CG9fIYNf5A

88. So, what lessons did we learn?

89. 1. Develop a clear goal. There is elegance in simplicity.

90. 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.

91. 3. Tell a good (truthful) story. Tell stories to connect with human emotion. Develop the right voice, and strike a bond.

92. 4. Design an architecture for collaboration. Enable others to contribute - allow the army to self-enroll, and let soldiers to choose their own weapons.

93. 5. Focus on empowerment marketing* Empower people to market your organization and its cause. * Sundeep Ahuja – http://thesunrising.com/empowerment-marketing/

96. We celebrated his life by sharing his memorial service with the world.

97. Live Global Webcast 200+ live global viewers 6,000+ views in first 7 weeks 6,000+ total views

99. Underwent alternative drug treatments

101. Legacy…revealed. Sameer & Vinay’s cause has potentially led to 250 lives saved in the past year alone.

102. Final thoughts

103. Most revolutions are sparked by the actions of a few ordinary people.

104. Your biggest asset is a clear mind and a very large idea.

105. Find the ignition point of a chain reaction, and go ignite it.

106. I Wonder What do I do now?

107. I Wonder What do I do now? Could I water this?

108. I Wonder What do I do now? Could I water this? Would it grow?

109. I Wonder What do I do now? Could I water this? Would it grow? How would that make me feel?

110. Happy.

111. Robert Chatwani’s Story 2010 2011 2009 2008

112. Teach a class Robert Chatwani’s Story 2010 2011 2009 2008

113. Write a book Teach a class Robert Chatwani’s Story 2010 2011 2009 2008

114. 1 million Write a book Teach a class Robert Chatwani’s Story 2010 2011 2009 2008

115. The social web and it’s role in affecting change…

117. TEAM SAMEER focused on a single goal: 20K South Asians registered They did not try to sign up every single South Asian in the 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

118. TEAM SAMEER grabbed attention, building an instant brand Remove barriers to help (possibly more important than encouraging action) Varied media and varied asks “Know a website that reaches South Asians? Ask them to post links to upcoming drives.” © Dragonfly Effect

119. TEAM SAMEER engaged by speaking authenticity and telling a story, personally connecting with the listener © Dragonfly Effect

120. TEAM SAMEER enabled action, giving their volunteers the tools to act. Empowerment marketing: Are you ready to give up control? Social change in a box: grab-able templates and tools Act first, then think: Abandon, move one, abandon, move on Power of a good campaign = others do things you don’t expect © Dragonfly Effect

121. THE DRAGONFLY MODEL FOUR STEPS: FOCUS + GET ©The Dragonfly Effect © Dragonfly Effect

122. FOCUS ©The Dragonfly Effect © Dragonfly Effect

124. Actionable

125. Testable

126. Clear© Dragonfly Effect

127. GRAB ATTENTION ©The Dragonfly Effect © Dragonfly Effect

129. Unexpected

130. Visceral

131. Visual©The Dragonfly Effect © Dragonfly Effect

132. © Dragonfly Effect ENGAGE ©The Dragonfly Effect

134. Authenticity

135. Empathize, connect

136. Match the media©The Dragonfly Effect © Dragonfly Effect

137. Humans are not ideally set up to understand logic; they are set up to understand stories -Robert Schank, cognitive psychologist ©The Dragonfly Effect © Dragonfly Effect

138. TAKE ACTION ©The Dragonfly Effect © Dragonfly Effect

140. Fun

141. Tailored

142. Open©The Dragonfly Effect © Dragonfly Effect

143. FOCUS GRAB ATTENTION © Dragonfly Effect TAKE ACTION ENGAGE ©The Dragonfly Effect

144. FOCUS GRAB ATTENTION © Dragonfly Effect ENGAGE TAKE ACTION ©The Dragonfly Effect

145. The Dragonfly Effect ENGAGE: Tell a story Authenticity Empathize, connect Match the media TAKE ACTION: Easy Fun Tailored Open FOCUS: Humanistic Actionable Testable Clarity Happiness GRAB ATTENTION: Personal Unexpected Visceral Visualize © Dragonfly Effect

146. Harnessing the Dragonfly to Engineer Virality © Dragonfly Effect

148. Each outbreak begins with 1 person

149. Propagation is endogenous (self-sustaining)

150. New infectious with each new generation© Dragonfly Effect

152. Viral Dragonflies VIRAL DRAGONFLIES Viral leverage comes from increasing transmission rate Transmission rate: grab attention rate x engagement rate x ease of taking action © Dragonfly Effect

153. A viral hit online Some background on virality © Dragonfly Effect

154. One Recent Study THE STUDY 102 ads coded for ‘virality” (more than 5K views/week) © Dragonfly Effect

155. “There was no relation between persuasion and viral potential.” - Ann Green © Dragonfly Effect Millward Brown 2010

157. Wide dissemination

158. Good search optimization

159. “Cross your fingers”4 TIPS © Dragonfly Effect

161. Audi

162. Snickers

163. Walmart

164. Coke…were the viral hits among the 102 ads © Dragonfly Effect Millward Brown 2010

165. CokeCase Study © Dragonfly Effect

167. Especially teens

168. To its flagship

169. Leverage digital media to connect globally© Dragonfly Effect

171. 7 prototypes; $50K each

172. Facebook apps

173. Wallpaper

174. Winner: Coke Happiness Machine© Dragonfly Effect

175. The Result SPEND: $50K REACH: 2 million in 2 weeks - Global: 50% of viewers outside US 70% blog posts non-English. IMPACT:95% positive. - ”I’m a Pepsi drinker, but I may make the switch.” © Dragonfly Effect

176. NIKE WECase Study © Dragonfly Effect

177. The Challenge How can an employer facilitate meaningfulness? “We wanted to enable employees to give back easily, in their own way, then get out of their way.” — Patrice Thramer, Global Director Employee MarketplaceNIKE © Dragonfly Effect

179. Employee inspiration sessions via star athletes

180. Coordinated efforts via a central employee portal (WE)

181. Inspiration by giving talent, time, voice and moneyto community efforts© Dragonfly Effect Goal: Offer the community “More than Money”

182. VISION: The WE intranet portal THE SOLUTION: WE Portal Hands-on work with local communities and organizing response to global disaster relief Talk about philanthropic efforts via blogs, twitter, etc. and comment on other people’s efforts Make monetary donations for community efforts fully matched by company funds Volunteer with specialized skills e.g., provide free architecture design consultancy for re-building Haiti © Dragonfly Effect

184. WE Giving has an additional 450 organizations

185. 5,000 Nike employees volunteered in 7 months in 34 countries

186. Increased employee awareness and morale

187. Increased passion for work and better work-life balance

188. Better brand image via positive PR© Dragonfly Effect

190. No casualties but heavy material loss

192. 500 coats, backpacks filled with supplies provided

193. Collaboration with local communities

196. Giving them the belief that they can make a difference

197. And foster creativity along the way© Dragonfly Effect

198. The Solution Mogilner and Aaker (2010)

199. Lemonade Stand Study Manipulation Dependent variables % of passersby who purchased Willingness to pay ($1-$3) ) Time Money Control © Dragonfly Effect Mogilner and Aaker (2010)

200. Results: Who Buys? © Dragonfly Effect Of the 391 passersby, 40 stopped to buy Mogilner and Aaker (2010)

201. Results: What Do They Donate? © Dragonfly Effect And they paid nearly twice as much Mogilner and Aaker (2010)

202. Inspiration for The Dragonfly Effect