opening keynote - jennifer aaker
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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
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Happiness and meaning
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Social media
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I was skeptical.
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FIRST, SOME BACKGROUND
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MY VIEW OF SOCIAL TECHNOLOGY, CIRCA 2008
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networking
powerful
understandingamazing
fun
innovative friends
sharing
connecting
Social Media
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Social Media
inaccurate
passing faddangerous
frivolous
invasive
time suck
lonely
wastage of time
demanding
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CREATIVITY AND INNOVATION
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USING SOCIAL MEDIA TO SAVE LIVES ROBERT CHATWANI
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SameerSameer
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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
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US ESTIMATES – 2009
New cases:44,790
Deaths: 21,870
Mortality: 49%
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For many patients, the only cure is a bone marrow transplant, from a human donor.
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FINDING A DONOR
Marrow infusions require a near perfect genetic match (10/10).
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The highest probability lies in the same ethnic pool.
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Non-profit that operates a bone marrow registry of 7.5 million individuals.
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For European Americans, there is an 80% chance of finding a matched donor in the NMDP Registry.
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Of the 7.5 MILLION registrants in the U.S.,
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20% are minorities.
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But only 1% are South Asian.
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So if you are South Asian…
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your chances of finding a match are slim.
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V E R Y S L I M
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1 in 20,000
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Sameer and Vinay did not find matches that they desperately needed in the registry.
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To make matters worse,
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in India…
a country with more than 1 billion people
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nothing
There was noNational Bone Marrow Registry
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What to do?
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Friends got together.
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We all knew that we needed to do something.
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What were our options?
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Do nothing.
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Do nothing.Do something.
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Do nothing.Do something.
Do something SEISMIC.
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THE CHALLENGE
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THE CHALLENGEWe needed to move fast.
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THE CHALLENGEWe needed to move fast.We needed to scale.
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THE CHALLENGEWe needed to move fast.We needed to scale.We could not fail.
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Our simple answer…
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If the odds were 1 in 20,000…
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Then all we needed to do was…
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hold bone marrow drives…
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and register 20,000 South Asians.
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And then we’ll find a match.
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Just 1 problem.
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We had a matter of weeks to get this done.
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First stay focused.
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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
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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
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HelpSameer.org HelpVinay.org
BUILD THE BRANDS
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Executed, like CRAZY.
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Blogs
Widgets
VideoViral EmailPledge Lists
Fliers
CelebritiesDonor Orgs
LiteratureWeb Links
How to Videos
Homes
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
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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.
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The results in 11 weeks….
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470 bone marrow drives
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24,611 South Asians registered
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Sameer = 10/10 match
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Vinay = 8/10 match
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Sameer shared hisstory from the hospital…
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So, what lessons did we learn?
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Develop a clear goal.There is elegance in simplicity.1
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Reverse the rules. How might others might address the challenge? Do the opposite. 2
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Tell a good (truthful) story. Tell stories that connect on an emotional level. 3
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Design for collaboration.Enable others to contribute and choose their own weapon.
4
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Sameer, relapsed within 3 months of his transplant.
He fought hard – but sadly, passed away in March 2008.
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We celebrated his life by sharing his memorial service with the world.
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Vinay had a successful transplant, but then relapsed.
He underwent alternative drug treatments but, sadly, Vinay passed away in June 2008.
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Of the 24,611 newly registered
Purpose Revealed
people were matched in 1 year alone.
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immediatematch!
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FINAL THOUGHTS…
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Most revolutions are sparked by the actions of a few ordinary people.
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Your biggest asset is a clear mind and a very large idea.
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Find the ignition point, and light it.
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What do I do now?
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What do I do now?
Could I water this?
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What do I do now?
Could I water this?
Would this story grow?
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What do I do now?
Could I water this?
Would this story grow?
How would that make me feel?
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Happy.
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What could we do to help
quicklyeffectivelypowerfully
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What could we do to help
quicklyeffectivelypowerfully
harnessing social media
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Collect stories.
SOCIAL GOOD
PROFITS
• Cookpad
• World of Good
• Kiva
• Charity:Water• Google
• eBay
• Tom’s Shoes
• Nike
• Whole Foods
• Kahani Movement
• Groupon
• 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
Focus
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.
Easy
Open
Fun
Talilored
FocusFocus Grab AttentionGrab Attention
EngageEngageEnable ActionEnable Action
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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
Happy
pleasurable
energizingfun
laughing
enjoyable
FEELS GOOD
fleeting
passionate
EXCITING
connected
GRATEFUL
balancedMEANINGFUL
fulfilled
feels right lasting
content
peaceful
Happy
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
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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.
Yes.
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
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YOU!
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YOU!
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YOU!
SMALL ACTS CAN CREATE
BIG CHANGE
ONE PERFECT MATCH.
THE DRAGONFLY EFFECT IN CLOSING
THE DRAGONFLY EFFECT TODAY
HAPPINESS OFTEN FEELS OUT OF REACH
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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
LifeLife
THE DRAGONFLY EFFECT
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.
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How?1
20,00020,000
CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.
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How?1
20,00020,000
CHANCES OF A DONOR MATCH IF YOU ARE SOUTH ASIAN.
DO NOTHING.DO SOMETHING.DO SOMETHING ....SEISMIC.SEISMIC.
20,000CheekCheek1
Swab
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Act. Quickly. Design to scale. Do not fail.
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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?
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Sameer relapsed 3 months after his transplant.
He fought hard — but sadly, passed away in March 2008.
SINGLE FOCUSED GOALSINGLE FOCUSED GOAL
Connect …