lsc 440 f12 11 1-12 intro to dragonfly

Introduction to the Dragonfly Effect Introduciton to Your ProjectsLSC 440 1 November

THE DRAGONFLY MODEL

FOUR STEPS: FOCUS + GET

©The Dragonfly Effect

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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

Facebook

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

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FOCUS

©The Dragonfly Effect

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•Humanistic: observe & understand

•Actionable: tactical short-term to long-term

•Testable: how do we measure?

•Clear: specific goals

•Happiness: connection

STEP 1

FOCUS

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GRAB ATTENTION

©The Dragonfly Effect

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•Personal:

•Unexpected:

•Visceral

•Visual

STEP 2

GRAB ATTENTION

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ENGAGE

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•Tell a story

•Authenticity

•Empathize, connect

•Match the media

STEP 3

ENGAGE

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Humans are not ideally set up to understand logic; they are set up to understand stories

-Robert Schank, cognitive psychologist

©The Dragonfly Effect

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TAKE ACTION

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•Easy

•Fun

•Tailored

•Open

STEP 4

TAKE ACTION

©The Dragonfly Effect

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FOCUS GRAB ATTENTION

ENGAGETAKE ACTION

©The Dragonfly Effect

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FOCUS GRAB ATTENTION

ENGAGETAKE ACTION©The Dragonfly Effect

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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

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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

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