Marketing - Advertising - Design

Archive for November, 2010|Monthly archive page

The Dragonfly Effect

In Copywriting, Design, Inspirational/Advice, Marketing, Social Media on November 30, 2010 at 11:59 am

I came upon this site and was immediately drawn to the single image and the words surrounding it. After clicking through, I found some valuable lessons not solely for social media. Their ideas can be translated  for marketing in general.

The authors report that they modeled the name of their book after the Dragonfly because (loosely recalled) it is the only insect that can propel itself in any direction when all 4 wings are working in tandem.

The same goes for their social media principles. And we can project further: the same goes for a marketing program, a department, a company – or even a family. When the ‘wings’ all work together, you can achieve success.

Take a look at their site.

I have grabbed the 4 Wing principles below, but there is much more that you can find if you  link through like this downloadable Top 10 Dragonfly Tips pdf.

Wing 1: Focus.
How you identify a single, concrete, measurable goal.

Humanistic. Focus on who you want to help rather than jumping to solutions. Empathize with your audience to develop Points of View (POV): [USER] needs to [USER’S NEEDS] because [SURPRISING INSIGHT].

Actionable. Use tactical micro goals to achieve long-term macro goals.

Testable. Identify metrics that will inform your actions and help evaluate success. Run low-cost trials to test your assumptions. Set performance metrics to measure progress, and plan how to solicit feedback from your audience before you launch.  Establish deadlines, and celebrate small wins along the way.

Clarity. Keep your goals clearly focused to increase your odds of success and generate momentum.  Start with the simplest behavior you can change at a low cost.

Happiness. Ensure that your goal is personally meaningful such that the thought of achieving the goal would bring happiness to you and your audience – in some way.

Wing 2: Grab Attention.
How to catch someone’s eye.

It’s like standing in the middle of a busy street, activating your target’s fight-or-flight survival-based neurons. (Think of it as: “Made you look!”)

Personal. Find personal hooks, ranging from physiological to self-actualization needs that can be understood within seconds.

Unexpected. People like consuming and then sharing awe-inspiring information. Draw them in by piquing their curiosity. Look to reframe the familiar.

Visceral. Design your campaign so that it triggers senses– sight, sound, hearing and taste. Music is powerful and can often tap underlying emotions.

Visualize. Show, don’t tell.  Photos and videos speak millions of words. Synthesize your thoughts with quick visuals and show them to your POV for feedback.


Wing 3: Engage Others.
How to create a personal connection.

How to create a personal connection, accessing higher emotions, compassion, empathy, happiness. It’s about empowering the audience to care enough to want to do something themselves…and actually do it. (Think of it as forging a connection, deep and real.)

Tell a story. Find compelling, sticky stories to convey critical information.  Remember: less is more.  Stories have arcs.

Empathize. Build a 2-way relationship with your audience. What really matters to them in your campaign?

Authenticity. True passion is contagious. The more authentic you seem, the easier it is to connect with you and your cause.  Build common ground by sharing values and beliefs.

Match the media. How we say something can be as important as what we say. Align your communication with the right context.


Wing 4: Take Action.
Empower others to take action.

Enable and empower others to take action. It’s about creating, deploying, and continuously tweaking tools and programs designed to take audience members from customers to team members, in other words, furthering the cause beyond themselves. (Think of it as enlisting and enabling an army of evangelists.)

Easy. Make it simple as simple as possible for others to act. Prioritize your calls to action. Your campaign is more likely to succeed if people understand what you need and can take immediate action.

Fun. Consider game play, competition, humor, and rewards. Can you make people feel like a kid again?

Tailored. People glom on to programs that they perceive they are uniquely tailored to them – where they are uniquely advantaged to do well and have disproportionate impact.  Here, people feel special and a part of something bigger than themselves.

Open. No one should have to ask you permission to ask.  Provide a frame – your POV and a story – and empower others with accessible tools.