1. THE DRAGONFLY EFFECT A SOCIAL MEDIA LOVE STORY AND INSIGHTS ON HAPPINESS JENNIFER AAKER Stanford Business School The Dragonfly Effect @aaker

2. Happiness and meaning

3. Social media

4. I was skeptical .

5. THE DRAGONFLY EFFECT FIRST, SOME BACKGROUND

6. MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008

7. Social Media networking powerful understanding amazing fun innovative friends sharing connecting

8. Social Media inaccurate passing fad dangerous frivolous invasive time suck lonely wastage of time demanding

9. CREATIVITY AND INNOVATION

10. USING SOCIAL MEDIA TO SAVE LIVES ROBERT CHATWANI THE DRAGONFLY EFFECT

11. Sameer

12. SAMEER BHATIA, 32 Grew up in Seattle Co-Founder, roommate, best friend Married Reena in 2006 Stanford undergrad, serial entrepreneur Diagnosed May 2007 VINAY CHAKRAVARTHY, 28 Grew up in Fremont, CA Married Rashmi in 2005 Berkeley undergrad, MD from BU Diagnosed November 2006

13. US ESTIMATES – 2009 New cases: 44,790 Deaths: 21,870 Mortality: 49%

14. For many patients, the only cure is a bone marrow transplant, from a human donor.

15. FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10).

16. The highest probability lies in the same ethnic pool.

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

18. For European Americans, there is an 80% chance of finding a matched donor in the NMDP Registry.

19. Of the 7.5 MILLION registrants in the U.S.,

20. 20% are minorities.

21. But only 1% are South Asian.

22. So if you are South Asian…

23. your chances of finding a match are slim .

24. V E R Y S L I M

25. 1 in 20,000

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

27. To make matters worse,

28. in India… a country with more than 1 billion people

29. nothing There was no National Bone Marrow Registry

30. What to do?

31. Friends got together.

32. We all knew that we needed to do something.

33. What were our options?

34. Do nothing.

35. Do nothing. Do something.

36. Do nothing. Do something. Do something SEISMIC .

37. THE CHALLENGE

38. THE CHALLENGE We needed to move fast.

39. THE CHALLENGE We needed to move fast. We needed to scale.

40. THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.

41. Our simple answer…

42. If the odds were 1 in 20,000…

43. Then all we needed to do was…

44. hold bone marrow drives…

45. and register 20,000 South Asians.

46. And then we’ ll find a match.

47. Just 1 problem.

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

49. First stay focused.

50. One goal: 20,000 South Asians

51. Dear Friends, Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute Myelogenous Leukemia (AML), which is a cancer of the blood. He is in urgent need of a bone marrow transplant. Sameer is a Silicon Valley entrepreneur, is 31 years old, and got married last year. His diagnosis was confirmed just weeks ago and caught us all by surprise given that he has always been in peak condition. Sameer, a Stanford alum, is known to many for his efforts in launching the American India Foundation, Project DOSTI, TiE (Chicago), a microfinance fund, and other causes focused on helping others. Now he urgently needs our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow transplant to sustain beyond the next few months. Fortunately, you can help. Let ’s use the power of the Net to save a life…something that couldn’ t be done years ago, but is now possible. Three Things You Can Do ( click here for more details online) 1. Please get registered. Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you ’ re ever selected is VERY simple. Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay ( www.helpvinay.org ) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help. We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event . 2. Spread the word. Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay. Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives. 3. Learn more To learn more, please visit http://www.nickmyers.com/helpsameer . The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of Pia Awal ’ s; please read about her successful fight against AML at www.matchpia.org . Thank you for getting registered to help Sameer and Vinay win their fight against leukemia – and for helping others who may face blood cancers in the future. Truly, Robert

53. GOT ORGANIZED & FORMED TEAMS TEAM VINAY TEAM SAMEER team lead marketing drive operations education regional leads team lead marketing drive operations education regional leads bridges

54. HelpSameer.org HelpVinay.org BUILD THE BRANDS

55. Executed, like CRAZY.

56. http://www.helpsameer.org/strategy/ STRATEGY Instant Brand Mass-Micro Mobilization HELP SAMEER STRATEGY SOCIAL MEDIA EDUCATION REGISTRATION TRADITIONAL MEDIA AWARENESS ACTION Blogs Facebook Widgets Video Viral Email Pledge Lists Fliers Celebrities Donor Orgs Literature Web Links How to Videos Homes Local Events Clubs / Lounges Universities Temples Corporate Drives TV Public Relations Posters Newspapers Magazine Telemarketing

57. 10 Simple Steps—You Can Do It! Let ’s find Sameer and Vinay a match! Hosting a bone marrow registration drive at work take some effort, but your drive can be a big success with the right planning and coordination. This playbook is designed to make it easy as possible for you. Since each company is organized differently, think of this as a general guide. The various steps are laid out in sequence, and sample emails are included for you customize for your own use. Replace the text in red with your own text. THE DRAGONFLY EFFECT

60. The results in 11 weeks….

61. 470 bone marrow drives

62. 24,611 South Asians registered

63. Sameer = 10/10 match

64. Vinay = 8/10 match

65. Sameer shared his story from the hospital…

68. So, what lessons did we learn?

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

70. Reverse the rules. How might others might address the challenge? Do the opposite. 2

71. Tell a good (truthful) story. Tell stories that connect on an emotional level. 3

72. Design for collaboration. Enable others to contribute and choose their own weapon. 4

73. Sameer, relapsed within 3 months of his transplant. He fought hard – but sadly, passed away in March 2008.

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

77. Vinay had a successful transplant, but then relapsed. He underwent alternative drug treatments but, sadly, Vinay passed away in June 2008 .

78. Of the 24,611 newly registered Purpose Revealed people were matched in 1 year alone.

79. immediate match!

80. FINAL THOUGHTS…

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

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

83. Find the ignition point, and light it.

84. What do I do now? THE DRAGONFLY EFFECT

85. What do I do now? Could I water this? THE DRAGONFLY EFFECT

86. What do I do now? Could I water this? Would this story grow? THE DRAGONFLY EFFECT

87. What do I do now? Could I water this? Would this story grow? How would that make me feel? THE DRAGONFLY EFFECT

88. Happy.

89. What could we do to help quickly effectively powerfully

90. What could we do to help quickly effectively powerfully harnessing social media

91. Collect stories .

93. What campaigns took flight vs. stay grounded?

94. Four activities were coordinated with precision , operating in sync . One surprising commonality

95. FOCUSED ON A SINGLE GOAL

96. REVERSED RULES

97. TOLD A STORY

98. ENABLED OTHERS TO ACT

100. Focus

101. To change the world, you have to get your head together first. JIMI HENDRIX

102. FOCUSED ON A SINGLE GOAL They did not try to sign up every single South Asian in the Bay Area. They on those who were well connected . Those who were parents . Those who could relate to Sameer and his story.

103. Humanistic Actionable Testable Clear Happiness

104. Grab Attention

105. This is designed to get sombody’s attention. This is a hammer. REP. JASON WATKINS

106. Make the ask personal visceral And speak in unexpected ways. GRAB ATTENTION

107. Personal Unexpected Visceral Visual

108. Engage

109. Humans are not ideally set up to understand logic; they are set up to understand stories. ROBERT SCHANK Cognitive Psychologist

110. Speak authentically Telling a story Personally connecting ENGAGE

111. Tell a story Empathize Authenticity Match Media

112. Enable Others to Take Action

113. ENABLE ACTION Provide tools, templates Act first, then think Power of a good campaign = others do things you don’t expect .

114. Easy Open Fun Talilored

115. Focus Grab Attention Engage Enable Action

117. SINGLE FOCUSED GOAL Connect teens globally to the Coke flagship by harnessing digital media

122. Happy.

123. 3 HAPPINESS HYPOTHESES

124. Felt a different type of happiness. People often assume there is only one type of happiness. Not true. 1

125. Harris and Kamvar 2009

126. Happy pleasurable energizing fun laughing enjoyable FEELS GOOD fleeting passionate EXCITING

127. connected GRATEFUL balanced MEANINGFUL fulfilled feels right lasting content peaceful Happy

128. The power of deep breathing focused on the present

129. Tea Study

130. YOU CAN CHOOSE THE HAPPINESS YOU WANT TO FEEL. THE HAPPINESS YOU CHOOSE IMPACTS THE CHOICES YOU MAKE .

131. Felt less of a need to “be happier”. Which wasn’t really working 2

132. Spend more time with family Spend more time with friends Spend more time in Venice To know the meaning of life One of those f**king startup companies would actually start to make some f**king $$$s!! Then I could concentrate on important things like making babies To earn billions of dollars To give back to the world Want for less Fix my employer Find my purpose in life Stop worrying about others Become fit really quickly Have the worry gland surgically removed PATHS TO HAPPINESS N =1,250

133. INSTEAD OF CHASING HAPPINESS Could you seek MOMENTS OF HAPPINESS?

134. 1 st MOMENT OF HAPPINESS

135. 2 nd MOMENT OF HAPPINESS

136. MOMENTS OF HAPPINESS

137. Saw a way to create meaning One small individual act, when repeated, can create big change. 3

138. One email

140. Could we…

141. … get 100,000 more into the registry?

142. And design for network effects.

143. Yes.

144. Starting with one small email.

145. Dear Haas students Would you like to make a dent in cancer? Here’s how. First, join us at the Haas Center – we are students who seek to harness social media to get 100,000 people into the bone marrow registry. Just email us your vitae and your background to tell us you are interested. Three Other Things You Can Do ( click here for more details online) 1. Please get registered. Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you ’ re ever selected is VERY simple. Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay ( www.helpvinay.org ) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help. We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event . 2. Spread the word. Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay. Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives. 3. Learn more To learn more, please visit http://www.nickmyers.com/helpsameer . The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of Pia Awal ’ s; please read about her successful fight against AML at www.matchpia.org . Thank you

148. DESIGN FOR OTHERS .

149. CREATE JUST ENOUGH

150. CULTIVATE OPTIMISM

151. DESIGN FOR NETWORKS

153. 100K cheeks

154. OPEN IDEO 100K cheeks

155. 1,000,000

156. YOU!

157. YOU!

158. YOU!

160. SMALL ACTS CAN CREATE BIG CHANGE

161. ONE PERFECT MATCH.

162. THE DRAGONFLY EFFECT IN CLOSING

163. THE DRAGONFLY EFFECT © William Cho TODAY

164. HAPPINESS OFTEN FEELS OUT OF REACH

165. THE DRAGONFLY EFFECT WE CAN FIND MEANING HOW MIGHT WE RETHINK HAPPINESS

166. IN OUR CHOICES ... IN OUR ENVIRONMENTS ... IN OUR ACTIONS ... Where could we choose to cultivate meaning? Cultivating moments of happiness How can we be part of something bigger?

170. A PERFECT MATCH A SOCIAL MEDIA LOVE STORY. JENNIFER AAKER Stanford Business School The Dragonfly Effect @aaker

171. Life

172. Life

173. There are 10,000 new cases of leukemia a year.

174. diagnosed each year There are 10,000 new cases of leukemia a year. 30% sibling match 70% registry from strangers

176. How? 1 20,000 CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.

177. How? 1 20,000 CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.

178. DO NOTHING. DO SOMETHING. DO SOMETHING .... SEISMIC.

179. 20,000 Cheek 1 Swab

180. Act. Quickly. Design to scale. Do not fail.

181. june july august www.Cooper.com 11 weeks 470 drives, 24,611 cheeks…

183. One perfect match

184. Focus Grab Attention Engage Enable Action

185. What did we learn ?

187. Sameer relapsed 3 months after his transplant. He fought hard — but sadly, passed away in March 2008.

189. SINGLE FOCUSED GOAL Connect …