opening keynote - jennifer aaker

THE DRAGONFLY EFFECT

THE DRAGONFLY EFFECTA SOCIAL MEDIA LOVE STORY AND INSIGHTS ON

HAPPINESS

JENNIFER AAKERJENNIFER AAKERStanford Business SchoolStanford Business School

The Dragonfly EffectThe Dragonfly Effect@aaker@aaker

Happiness and meaning

Social media

I was skeptical.

THE DRAGONFLY EFFECT THE DRAGONFLY EFFECT

FIRST, SOME BACKGROUND

MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008

networking

powerful

understandingamazing

innovative friends

sharing

connecting

Social Media

inaccurate

passing faddangerous

frivolous

invasive

time suck

lonely

wastage of time

demanding

CREATIVITY AND INNOVATION

USING SOCIAL MEDIA TO SAVE LIVES ROBERT CHATWANI

SameerSameer

SAMEER BHATIA, 32Grew up in SeattleCo-Founder, roommate, best friendMarried Reena in 2006Stanford undergrad, serial entrepreneurDiagnosed May 2007

VINAY CHAKRAVARTHY, 28Grew up in Fremont, CAMarried Rashmi in 2005Berkeley undergrad, MD from BUDiagnosed November 2006

US ESTIMATES – 2009

New cases:44,790

Deaths: 21,870

Mortality: 49%

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

FINDING A DONOR

Marrow infusions require a near perfect genetic match (10/10).

The highest probability lies in the same ethnic pool.

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

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

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

20% are minorities.

But only 1% are South Asian.

So if you are South Asian…

your chances of finding a match are slim.

V E R Y S L I M

1 in 20,000

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

To make matters worse,

in India…

a country with more than 1 billion people

nothing

There was noNational Bone Marrow Registry

What to do?

Friends got together.

We all knew that we needed to do something.

What were our options?

Do nothing.

Do nothing.Do something.

Do something SEISMIC.

THE CHALLENGE

THE CHALLENGEWe needed to move fast.

THE CHALLENGEWe needed to move fast.We needed to scale.

THE CHALLENGEWe needed to move fast.We needed to scale.We could not fail.

Our simple answer…

If the odds were 1 in 20,000…

Then all we needed to do was…

hold bone marrow drives…

and register 20,000 South Asians.

And then we’ll find a match.

Just 1 problem.

We had a matter of weeks to get this done.

First stay focused.

One goal:

20,000 South Asians

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 moreTo 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

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

HelpSameer.org HelpVinay.org

BUILD THE BRANDS

Executed, like CRAZY.

Facebook

Widgets

VideoViral EmailPledge Lists

Fliers

CelebritiesDonor Orgs

LiteratureWeb Links

How to Videos

Local EventsClubs / Lounges

UniversitiesTemples

Corporate Drives

TVPublic Relations

PostersNewspapers

Magazine

Telemarketing

http://www.helpsameer.org/strategy/

STRATEGY

Instant Brand

Mass-Micro Mobilization

HELP SAMEER STRATEGY

SOCIAL MEDIA EDUCATION

REGISTRATIONTRADITIONAL MEDIA

AWARENESS ACTION

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 results in 11 weeks….

470 bone marrow drives

24,611 South Asians registered

Sameer = 10/10 match

Vinay = 8/10 match

Sameer shared hisstory from the hospital…

So, what lessons did we learn?

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

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

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

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

Sameer, relapsed within 3 months of his transplant.

He fought hard – but sadly, passed away in March 2008.

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

Vinay had a successful transplant, but then relapsed.

He underwent alternative drug treatments but, sadly, Vinay passed away in June 2008.

Of the 24,611 newly registered

Purpose Revealed

people were matched in 1 year alone.

immediatematch!

FINAL THOUGHTS…

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

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

Find the ignition point, and light it.

What do I do now?

Could I water this?

What do I do now?

Could I water this?

Would this story grow?

What do I do now?

Could I water this?

Would this story grow?

How would that make me feel?

Happy.

What could we do to help

quicklyeffectivelypowerfully

What could we do to help

quicklyeffectivelypowerfully

harnessing social media

Collect stories.

SOCIAL GOOD

PROFITS

• Cookpad

• World of Good

• Kiva

• Charity:Water• Google

• eBay

• Tom’s Shoes

• Nike

• Whole Foods

• Kahani Movement

• Groupon

• Facebook

• Twitter• Embrace

• Gap

• Coke

What campaigns took flight vs. stay grounded?

Four activities were coordinated with

precision, operating in sync.

One surprising commonality

FOCUSED ON A SINGLE GOAL

REVERSED RULES

TOLD A STORY

ENABLED OTHERS TO ACTACT

JIMI HENDRIXJIMI HENDRIX

To change the world, you have toget your head together first.

FOCUSED ON A SINGLE GOALFOCUSED ON A SINGLE GOAL

They did not try to sign up everysingle 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.

Humanistic

Actionable

Testable Clear

Happiness

Grab Attention

REP. JASON WATKINSREP. JASON WATKINS

This is designed to get sombody’sattention. This is a hammer.

Make the ask personal visceralAnd speak in unexpected ways.

GRAB ATTENTIONGRAB ATTENTION

Personal

Unexpected

Visceral

Visual

Engage

Humans are not ideally set upto understand logic; they are setup to understand stories.

ROBERT SCHANKROBERT SCHANKCognitive Psychologist

Speak authenticallyTelling a story Personally connecting

ENGAGEENGAGE

Tell a story

Empathize

Authenticity

Match Media

Enable Others to Take Action

ENABLE ACTIONENABLE ACTION

Provide tools, templates Act first, then thinkPower of a good campaign = others do things you don’t expect.

Talilored

FocusFocus Grab AttentionGrab Attention

EngageEngageEnable ActionEnable Action

SINGLE FOCUSED GOALSINGLE FOCUSED GOAL

Connect teens globally to the Coke flagship by harnessing digital media

DESIGN APPROACH•7 Prototypes; $50K each•6 failed•1 won•Coke Happiness Machine

Happy.

33HAPPINESS

HYPOTHESESHAPPINESS

HYPOTHESES

11Felt a different type of happiness.People often assume there is only one type of happiness. Not true.

Harris and Kamvar 2009

pleasurable

energizingfun

laughing

enjoyable

FEELS GOOD

fleeting

passionate

EXCITING

connected

GRATEFUL

balancedMEANINGFUL

fulfilled

feels right lasting

content

peaceful

The power of deep breathing focused on the present

Tea Study

YOU CAN CHOOSETHE HAPPINESS

YOU WANT TO FEEL.

THE HAPPINESSYOU CHOOSE IMPACTS

THE CHOICES YOU MAKE.

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

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

INSTEAD OF

CHASINGHAPPINESS Could you seek

MOMENTS OF HAPPINESS?

1stMOMENT OF HAPPINESS

2ndMOMENT OF HAPPINESS

MOMENTS OF HAPPINESS

33 Saw a way to create meaningOne small individual act, when repeated, can create big change.

One email

Could we…

…get 100,000 more into the registry?

And design for network effects.

Starting with one small email.

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 moreTo 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

DESIGN FOR OTHERSOTHERS.

CREATE JUST ENOUGHJUST ENOUGH

CULTIVATE OPTIMISMOPTIMISM

DESIGN FORDESIGN FOR NETWORKS

100Kcheeks

OPENIDEO

100Kcheeks

1,000,0001,000,000

SMALL ACTS CAN CREATE

BIG CHANGE

ONE PERFECT MATCH.

THE DRAGONFLY EFFECT IN CLOSING

THE DRAGONFLY EFFECT TODAY

HAPPINESS OFTEN FEELS OUT OF REACH

WE CAN FIND MEANING

HOW MIGHT WE RETHINK HAPPINESS

IN OUR CHOICES...

IN OUR ENVIRONMENTS...

IN OUR ACTIONS...

Where could we choose to cultivate meaning?

Cultivating moments of happinessHow can we be

part of something bigger?

A PERFECT MATCH

A SOCIAL MEDIA LOVE STORY.JENNIFER AAKERJENNIFER AAKER

Stanford Business SchoolStanford Business SchoolThe Dragonfly EffectThe Dragonfly Effect

@aaker@aaker

LifeLife

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

diagnosedeach year

30%sibling match

70%registry from strangers

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

20,00020,000

CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.

20,00020,000

CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.

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

20,000CheekCheek1

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

june july augustwww.Cooper.com

11 weeks470 drives, 24,611 cheeks…

One perfect match

FocusFocus Grab AttentionGrab Attention

EngageEngageEnable ActionEnable Action

What did we learn?

Sameer relapsed 3 months after his transplant.

He fought hard — but sadly, passed away in March 2008.

SINGLE FOCUSED GOALSINGLE FOCUSED GOAL

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