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Thinking Like A Dragonfly 4 Proven Steps to Using Social Media for Social Change Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com.

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Presentation on theme: "Thinking Like A Dragonfly 4 Proven Steps to Using Social Media for Social Change Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com."— Presentation transcript:

1 Thinking Like A Dragonfly 4 Proven Steps to Using Social Media for Social Change Don Stanley 3Rhino Media | UW-Madison

2 Why The Dragonfly? Don Stanley 3Rhino Media | UW-Madison

3 A 4-Step Framework Don Stanley 3Rhino Media | UW-Madison It’s repeatable

4 A 4-Step Framework Don Stanley 3Rhino Media | UW-Madison It’s repeatable It’s extremely well researched

5 A 4-Step Framework Don Stanley 3Rhino Media | UW-Madison It’s repeatable It’s extremely well researched It plain works

6 Don Stanley 3Rhino Media | UW-Madison A Story: Dragonfly In Action

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8 Sameer Bhatia, 32 Grew up in Seattle Married Reena in 2006 Stanford undergrad, serial entrepreneur Diagnosed May 2007 Sameer Bhatia diagnosed with Leukemia

9 10,000 diagnosed each year 30% sibling match 70% Registry from Strangers 80% Chance of match from stranger if Caucasian

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

14 If the odds were 1 in 20,000…

15 hold bone marrow drives…

16 and register 20,000 South Asians.

17 Plan and then Execute like CRAZY.

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19 junejulyaugust 11 weeks 470 drives, 24,611 cheeks…

20 And … > About 3,500 volunteers > 1m+ media impressions > 150,000+ site visitors The Results continued

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22 Sameer = 10/10 match received his transplant in the Fall Goal achieved.

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

25 Of the 24,000 new registered donors, 7,500+ were registered in the Bay Area. From this 7,500+ they found ~ 80 new matches for other leukemia patients Sameer’s cause potentially led to 250 lives saved in the 2008 alone. Purpose…revealed.

26 Point A Now, how do we… Point B

27 FOCUS + GET = Chaos to Clarity

28 Grab attention Engage Take action Make message bold, crisp, & human Use MANY channels Funnel traffic to a single destination Be personally meaningful Clear call to action in all communication (K.I.S.S.) Track metrics & collective impact

29 FOCUS

30 Sounds Basic in Theory. But theory isn’t practice STEP 1 FOCUS

31 © Dragonfly Effect SQUIRREL!!!

32 Think small, stay focused. How? Think macro-goals : Big picture AND micro-goals : short-term, small, actionable, measurable STEP 1 FOCUS

33 Then Strategically Leverage social tools & technology to learn, teach, connect And use HATCH STEP 1 FOCUS

34 > Humanistic : observe & understand and pay attention to your audience NOT your organization STEP 1 FOCUS

35 “If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words”

36 > Humanistic : observe & understand > Actionable : can we achieve this? think Macro vs. Micro like “Get Healthy” vs Walk 30 minutes/day STEP 1 FOCUS © Dragonfly Effect

37 > Humanistic : observe & understand > Actionable : can we achieve this? > Testable : how do we measure? STEP 1 FOCUS © Dragonfly Effect

38 > Humanistic : observe & understand > Actionable : can we achieve this? > Testable : how do we measure? > Clarity : don’t chase giant squirrels Non-specific goals overly tax the prefrontal cortex leading to burnout STEP 1 FOCUS © Dragonfly Effect

39 > Humanistic : observe & understand > Actionable : can we achieve this? > Testable : how do we measure? > Clarity : don’t chase giant squirrels > Happiness : Meaning! STEP 1 FOCUS © Dragonfly Effect

40 GRAB ATTENTION

41 Personal Unexpected Visceral Visual STEP 2 GRAB ATTENTION ©The Dragonfly Effect © Dragonfly Effect

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44 ENGAGE

45 Tell a story Authenticity Empathize, connect Match the media STEP 3 ENGAGE ©The Dragonfly Effect © Dragonfly Effect

46 Humans are not ideally set up to understand logic; they are set up to understand stories -Robert Schank, cognitive psychologist

47 TAKE ACTION

48 Easy Fun Tailored Open STEP 4 TAKE ACTION ©The Dragonfly Effect © Dragonfly Effect

49 FOCUSGRAB ATTENTION ENGAGE TAKE ACTION © Dragonfly Effect

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

51 © jeff kubina design for others

52 The social web and it’s role in affecting change… CASE STUDY Montana Meth Project

53 Between 1992 – 2002 Meth use increased 520% State ranked #5 for meth use Over 50% of kids in foster care there because of meth Over 72% of those in prison incarcerated because for meth Problem

54 Follow the 4 Steps:

55 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.

56 1. Develop a clear goal and know your audiece. There is elegance in simplicity.

57 Montana Meth Spot

58 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.

59 create just enough

60 cultivate optimism

61 Technologists design for networks

62 thank you


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