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

2. Why The Dragonfly? Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com

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

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

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

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

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

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.

19. junejulyaugust www.Cooper.com 11 weeks 470 drives, 24,611 cheeks…

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

22. Sameer = 10/10 match received his transplant in the Fall 2007. Goal achieved.

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

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