Index
AL
A American Idol, 104
RI
About this book: xxv-xxvii American Lung Cancer, 121
Absolut Vodka, 65 Analytics for video, 97
TE
Action. See also Asking: asking others Anderson, Chris, 29
to take, 114–115; considering what Apple, 61–62, 63
to ask for, 116; creating call to, Armstrong, Lance, 65
MA
112–113; defining goals for, 26–28, Asian American Donor Program, 7
32; developing offline, 36, 46; as Asking: constructing first and second
Dragonfly Effect principle, 9; failing asks, 118–120; methods for, 116–
to take, 157–159; having fun, 127– 118, 123; others to act, 114–115;
D
133, 139; inspiring, 111–112; lad- public figures to help cause, 118,
ders of, 118–120; making it easy to 123; for time, 120; what to ask for,
TE
take, 124–127, 129; openness and, 116, 127
136–139; ripple effect and personal, Attention grabbing: about, 51; Bonobos’
xx-xxi, 42–45; Samasource’s use of, success at, 49–51, 53; defined, 9;
GH
149; steps for taking, 140; summary as Dragonfly Effect principle, 8–9;
chart on, 162; tailoring programs to fostering connections on Facebook,
people’s skills, 134–136, 139; Teams 55–57; getting personal, 55–58, 66;
Sameer/Vinay take, 12–13 inspiring action, 111–112; making
RI
Actionable design principle, 26–28, 32 visceral connection, 65–67; measur-
Adjaho, Ami, 73–74 ing effectiveness of, 67–68; over-
PY
Advertising: Apple Think Different, view, 66; Samasource’s use of, 149;
63; categories of visual, 64; Coke’s Starbucks and, 54–55; stickiness
“Happiness Machine,” 60–61; and, 50; summary chart on, 162;
CO
effectiveness of visual, 64; public Team Sameer’s efforts for, 10; testing
perception of, 52; testing effective- advertising effectiveness, 57–58; tips
ness of, 57–58 for, 59; using surprise for, 58–61,
Age-related views of happiness, 122 66; visualizing message, 61–65, 66
Ahuja, Sundeep, 13 Audience: attracting niche, 60; compel-
Albright-Hanna, Kate, 84 ling action from, 114; empathizing
Alex’s Lemonade Stand Foundation with, 88–91; engaging website,
(ALSF), 108–110, 122, 126, 129 76–78; getting personal with,
Allen, Woody, 42 55–58; going where you have, 39;
203
204 Index
grabbing attention of, 59; match- Bruni, Carla, 42
ing media to, 97–100; questions Businesses. See also Consumers: social
defining, 25; receptiveness to good and profitability of, 145–147;
Charity:Water story, 102–103; relat- social networking tips for, 93; using
ing to story’s, 85; surveying website, microwork labor markets, 148–149
29; targeting social media for,
24–26; tracking on Twitter, 67–68 C
Authenticity and engagement, 91–96 Cacioppo, John, xxi
Authoritative ask, 123 Call to action, 112–113
Avon, 123 Campaign Finance Institute, 37
Axelsson, Lars, 128 Campaign for Cancer Awareness, 158
Campaigns. See Obama campaign; mar-
B keting; viral campaigns
Bauer, Alex, 119–120 Chakravarthy, Vinay, 6, 7, 15
Bay Area Rapid Transit (BART), 130, Change: behavioral, 114, 127; initiating,
132 144–145; overcoming fear of failure,
Beautiful Things Project, 144 147–151; ripple effect and, 42–44;
Behavioral change, 114, 127 using fun to initiate, 130–131
Ben and Jerry’s, 81 Change.org, 157
Benioff, Marc, xxiii Charitable causes. See also Volunteers:
Berger, Jonah, 154–155 Charity:Water’s success, 101–105;
Bhatia, Sameer, 1–8, 10, 11, 13–15 declining nonprofit donations, 116;
Biden, Joe, 40 engaging others in, 99; happiness
Bird, John, 79 and giving to, xix-xxi; increasing
Blogging: Bonobos’ apology via, 51; contributions to, 121; matching
engaging others with, 10–11; donors with, 138; Nike WE portal
Twitter and, 70–71 for, 115; public figures endorsing,
Blue State Digital, 46 118, 123; social media promoting,
Blume, Asia, 7, 15 99; time-ask effect and, 120, 122
Bone marrow drives. See also Teams Charity:Water, 101–105
Sameer/Vinay: developing, 1–8; Chatwani, Robert, 3–5, 12–13, 14–15,
dragonfly principles organizing, 16
9–13 Choice architecture, 28
Bonobos, 49–51, 53 Clarity: as design principle, 30–31, 32;
Bounce rate, 29 making clear goals, 30–31; Obama’s
Brain: appealing to primitive, 65–67; campaign, 46
developing right side of, 82; music’s Clavier, Jade, 103
aid to memory, 66–67; response to Clavier, Jeff, 147
images, 57 ClimateChangeUS, 31
Brands: authenticity of, 92–93; build- Clinton, Bill, 75
ing with social media, 135; defined, Cocreation, 80
81; developing empathy for, 88–89; Coelho, Paulo, 147
disclosing flaws, 159 Coke, 60–61, 65
Index 205
Collaboration, 81 Dhar, Ravi, 92
ComCast, 135 Diallo, Malamine, 73–74
Commitment, 80 Disabled American Veterans, 123
Competitive ask, 123 Donchin, Emmanuel, 59
Concession ask, 123 DonorsChoose.org, 138
Connelly, Jennifer, 104 Dorsett, Tony, 73
Consumers: enhancing experience of, Dragonfly Encyclopedia of Asks, 123
81; perceiving brand authenticity, Dragonfly Model. See also Action;
92–93; perceptions-expectations Attention grabbing; Engaging oth-
gap, 153–154; regaining trust of, ers; Focus: creating change with,
54–55; as trend spreaders, 155 143–144; dragonfly symbolism,
COOKPAD, 90–91, 92 xvii, 9; principles of, 8–9; real-
Corporation for National and izing expectations using, 151–153;
Community Service, 116 Samasource’s use of, 149; summary
Crowley, Dennis, 130, 132 chart on, 162
Curtis, Dustin, 125 Drive (Pink), 82
Drug prevention campaigns, 21–22,
D 24–26
D. L. Nelson, 64 Dunn, Andrew, 50, 53
Daariimaa, 73, 74 Dykes, Kari, 95–96
Dave Matthews Band, 99
Davis, Jeff, 78–79 E
DDB Stockholm, 127, 128 Ease in action, 124–127, 139
Deadlines, 30 EBay, 80
Decision making and choices, 28 Edelman Research, 34
Dell, 77–78, 81 Emails: sample, 4–5; writing, 6
@DellOutlet, 77–78 Embrace, 22–23, 143–144
Design principles: Actionable, 26–28, Emotional contagion: cultivating social
32; authenticity and engagement, good with, xxiii; defined, xxi;
91–96; Clarity, 30–31, 32; empa- donations and, 92; happiness and,
thy, 88–91; empowering others to xxi-xxii
take action, 124–130; example of Emotions. See also Emotional contagion:
using, 33; getting personal, 55–58; emotional buffering, 150–151;
Grab Attention, 55–68; Happiness, engaging others with, 75–76; gaug-
31–33; HATCH mnemonic, 20, ing appeal’s intensity of, 117; per-
32; Humanistic, 21–22, 24–26, suading with, 82
32; matching media to audience, Empathy, 88–91
97–100; storytelling, 82–87; TEAM Empowering brand ambassadors, 46
mnemonic for engagement, 101; Engaging others: authenticity as way
Testable, 28–30, 32 of, 91–96; charitable causes, 99;
Design thinking: about, xxvii; applying Charity:Water’s success in, 101–105;
to development, 22; Embrace’s use as Dragonfly Effect principle, 9,
of, 22–23; illustrated, xxviii 75–76; emotional appeal and,
206 Index
75–76; empathy, 88–91; Engage Flannery, Matt, 74
principles, 9, 75–76; evoking Flow charts: Design Thinking, xxviii;
respect and, 94–95; matching media Engage, 105; Focus, 47; Social
to audience, 97–100; methods Media, 163; Storytelling, 87; Take
of Teams Sameer/Vinay, 10–12; Action, 140; Twitter, 69
Obama’s campaign for, 34, 44–46; Focus: Actionable design principle for,
Samasource’s use of, 149; storytell- 32; Clarity design principle for,
ing, 82–87; strengthening muscle 30–31, 32; defining video’s, 97;
for, 106; successful campaigns for, as Dragonfly Effect principle, 9;
80; summary chart on, 162; TEAM exemplified by Team Sameer, 9–10;
design principles for, 101; translat- getting started with, 47; harnessing
ing interest into action, 157–158; social media with, 39; Humanistic
using social media, 76–79; ways design principle, 21–22, 24–26, 32;
brands are, 81 Samasource’s use of, 149; storytell-
Enhancing experience of consumers, 81 ing, 85; summary chart on, 162;
Etsy, 92 used in Obama’s campaign, 40–42
Eudemonia, xxiv Focus +GET mnemonic, 8–9
Everywun.com, 137–139 Forster, E. M., 85
Expectations: perceptions-expectations Four Seasons Hotel, 65
gap, 153–154; setting achievable, Foursquare, 129–130
151–153 Franklin-Hodge, Jascha, 46
Extraordinaries, 124–125 Frost, Robert, 91
Fun: associating campaigns with, 154;
F making action, 127–133, 139; over-
Facebook: creating presence on, 43; coming fear with rewards, 150–151
creating transparency on, 38; fan Fun Theory films, 127–128, 154
pages on, 76; fostering connections Fundraising: declining nonprofit dona-
with, 55–57; leveraging, 35; model- tions, 116; donations and emotional
ing website on, 34–35; Obama’s contagion, 92; Obama’s effective-
political supporters on, 37; power ness in, 44; social media events for,
of, 159–160; Sarkozy’s use of, 42; 37–38
tagging photos on, 56; TOMS page Fusion, 64
on, 99; Twitter vs., 110; U.S. 7th
Fleet’s page in, 78–79 G
Facilitation, 80 Gaitonde, Dayal, 16
Failure: to motivate action, 157–159; Games, 129–130, 133
overambitious goals and, 151 Gap, xvi, 136
Fast Company, 40 Gates, Bill, 107
Fear: controlling, 148–149; emotional Gates Foundation, 22
buffering, 150–151; fear of failure, GDitty, 130–131
147–148; overcoming, 150 General Electric, 21
Feedback on activities, 139–140 George, Terry, 104
Fifth Mountain (Coelho), 147 Gift of Life donor program, 56
Index 207
Giving (Clinton), 75 Heath, Dan, 50
Giving USA Foundation, 116 Hendrix, Jimi, 19
Gladwell, Maxwell, 88 HopeLab, 130–131
Goals: clarifying, 30–31, 32; developing “How to Work a Crowd” (Bauer), 120
deadlines toward, 30; Dragonwing Hsieh, Tony, 88–89, 135
Principle’s, 162; finding action- Huffington, Arianna, 46
able, 26–28, 32; happiness inher- Hughes, Chris, 35–36, 40
ent in, 31–33; macro and tactical Human Centered Design Toolkit, 22
micro, 27; realizing expectations of, Humane Society, 113
151–153; stretch and realistic, 152; Humanistic design principles: cultivat-
testing validity of, 28–30, 32 ing human-centered approach, 25;
Godin, Seth, 60, 125 defined, 32; focusing on audience,
Goldstein, Noah, 89–90 21–22, 24–26; using design think-
Goodman, Andy, 86 ing with, 22–23
Goodstein, Scott, 39 Humor: using, 59
Google, 67, 92
Gore, Al, 160 I
Grab Attention. See attention grabbing IDC, 51
Graham-Felsen, Sam, 83, 84 “Ideas” pages, 76, 81
Groundswell (Li), 137 IDEO, 22
Groupon, 132–133 Image-identity gap, 136
Grove, Steve, 41 Immediacy, 80
Gupta, Sanjay, 86 Incubators, 22–23
Gupta, Suneel, 86 Indirect ask, 123
Information overload, 51–52
H Inspiring action, 111–112
Hammer, MC, 159 Interactivity: about, 80
Hansell, Saul, 160 International House of Pancakes
Happiness: age-related views of, 122; (IHOP), 113
communications fostering audi-
ence, 90–91; connecting giving with J
personal, 129; as design principle, Jackley, Jessica, 74–75, 94, 95, 119
31–33; finding, xviii-xix, xxi-xxii; Jacob, Oren, 83
giving money and, xxiii-xxv, 129; as Jacobs, Justine, 83
key to business relationships, 88–89 JetBlue, 134–136
Harrison, Scott, 101–102 Jobs, Steve, 22
Hasso Plattner Institute of Design, JPMorgan Chase & Company, 156–157
22–23 Justice for All, 157
HATCH mnemonic: applying compo- Juxtaposition, 64
nents from, 33; design principles
of, 20, 32 K
Hazard, Carolee, 45 Kahani Movement, 86
Heath, Chip, 50, 153, 154 Kaiser Health, 32
208 Index
Kanter, Beth, 114 Memory and music, 66–67
Kaushik, Avinash, 29 Metrics: gleaning from Facebook, 43;
Kennedy, John F., 76 measuring effectiveness of attention
Khan, Areej, 19, 120 grabbing, 67–68; testing validity of
Kits for volunteers, 126, 127 goals with, 29, 32
Kiva, 74–75, 76, 80, 93–95, 118, 119, Micro goals, 27–28, 29
123 Microlending enterprises, 74–75, 93–96
Knox, Steve, 155, 156 Milestones: celebrating, 38, 40; tracking
Kristof, Nicholas, 75 progress with, 30
Mnemonics: Focus +GET, 8–9;
L HATCH, 20, 32; PUVV, 66;
Ladders of action, 118–120 TEAM, 101; EFTO, 139
Leadership: open, 137 Momentum marketing, 159
LeMeur, Loic, 93 MonkeyBin, 1
Li, Charlene, 137 Montana Meth Project, 22, 24–25, 26
LinkedIn, 39 Morales, Oscar, 19
Long Tail, The (Anderson), 29 Mozilla Foundation, 58
MyBarackObama website, 34–36, 39
M Mycoskie, Blake, 99
Mackey, John, 146
Macro goals, 27 N
Mad Men, 52 Naked Conversations (Scoble), 135
Made to Stick (Heath and Heath), 50 National Marrow Donor Program
Make-a-Wish Foundation, 126 (NMDP), 2, 8, 15
Malbin, Michael, 37 New York Times, 41, 75, 157, 160
Marijuana Policy Project, 157 Newman, George, 92
Marketing: element of surprise in, Nielsen Global Online Consumer
58–61; finding target Twitter Survey, 52
market, 70; immunity to, 53; Nielsen Mobile, 40
information overload and, 51–52; Nike, 63, 115
momentum, 159; tailoring to peo- Nixon, Richard, 76
ple’s skills, 134–136, 139; visceral Nonprofit organizations. See also
appeal in, 65–67; visual messages in, Charitable causes: declining dona-
61–65, 66 tions for, 116; finding public figures
Mason, Andrew, 132 endorsing, 118, 123; happiness and
MasterCard, 64 charitable giving, xxiii-xxv, 129;
Mauriello, Dana, 119 using fun, 128–129
McCain, John, 37 Nudge (Thaler and Sustein), 27, 37
McGrath, Mike, 25
McKee, Robert, 82 O
Mead, Margaret, 145 Obama campaign: about, 19–20;
Meaningfulness, xix engaging and involving people, 34,
MediaVillage.com, 52 44–46; Facebook strategies of, 35;
Mehta, Rita, 16 focus in, 40–42; lessons from, 46;
Index 209
matching media to audience, 98; Ripple effect: actions and, xx-xxi; con-
milestone celebrations for, 38, 40; tributing to change with, 42–44;
storytelling in, 83–84; tools used for, defined, xix-xxi; Jenni Ware and, 45
34, 36–38 Rock the Vote, 62–63
Openness and action, 136–139 Rospars, Joe, 38, 44, 83
Overcoming fear, 150
S
P Samasource, 148–149
Pampers, 76–77 Sano, Aki, 90
People for the Ethical Treatment of Sarkozy, Nicholas, 42
Animals, 51 Save Dafur, 158
Perceptions-expectations gap, 153–154 Schank, Roger, 82–83
Philanthropic causes. See charitable Schwab, Klaus, 147
causes Scoble, Robert, 135
Photographs for stories, 103–104 Scott, Alex, 107–111
Pink, Daniel, 82 Second Harvest Food Bank of Silicon
Prevention goals, 152 Valley, 45
Proctor & Gamble, 21, 32, 76–77, 155 Siebel, Thomas, 22, 24
ProFounder, 119 Social distance, 117
Project Baby Warmth:Embrace, 22–23, Social good: cultivating, xxiii; profitabil-
143–144 ity and, 145–147
Promotion goals, 152 Social media. See also Viral campaigns:
Protagonists in stories, 85, 87 ALSF’s use of, 110; Charity:Water’s
Prototyping, 149 use of, 103, 104; dark side of,
Public communications and social 156–158; developing bone marrow
media, 78–79 drives with, 1–8; engaging audience
Purple Cow (Godin), 60 with, 34, 44–46, 76–79; exploiting
PUVV mnemonic, 66 existing tools in, 36–38; failure to
motivate action, 157–159; getting
Q started with, 163; increasing motiva-
Questions, 59 tion via, 114; initiating change with,
144–145; leveraging Facebook, 35;
R marketing and advertising with,
Radhakrishnan, Priti, 120 52–53; matching to audience,
Realistic goals, 152 97–100; military use of, 78–79;
Reciprocity ask, 123 mobilizing people with, 160–161;
(RED), 63 momentum marketing and oppor-
Relationships, 46 tunities with, 159; networking tips
Replacement, 64 for, 93; Obama campaign in, 34–41;
Requests for action, 125, 127 power of, 158–160; responding to
Respect, 94–95 global events with, 19–20; taking
Reusing materials, 127 action via, 120, 122; using Twitter,
Rewards, 150 69-71
Rigby, Ben, 124 Social validation ask, 123
210 Index
SoftTech VC, 147 Transparency: about, 80; campaign
Somaly Mam Foundation, 56–57 evoking, 104; ConorsChoose.org
Sound, 66–67 and, 138; creating on Facebook, 38;
Spaly, Brian, 50, 53 maintaining, 156–157
Stakeholder theory, 147 Tremor, 155
Stanford Business School, 143–144 Trend spreaders, 155
Starbucks, 35, 54–55, 65, 76 Trippi, Joe, 41
Steele, Alexander, 82 Trust, 54–55, 81
Stickiness, 50, 85 TV-Guide.com, 77
Story (Mckee), 82 Tweets, 70–71
Storytelling, 82–87; Charity:Water’s use Twitter: Bonobos’ use of, 50–51;
of, 102–104; getting started with, engaging customers via, 77–78;
87; how to tell stories, 83; impor- getting started on, 69–71; power of,
tance in Obama campaign, 83–84; 159–160; social influencers’ use of,
online repositories of stories, 86; 63; timing tweets on, 110; tracking
storybanks, 86; tips for, 85 audience on, 67–68
Strengthening engagement of others, 106
Stretch goals, 152 U
Students for Sensible Drug Policy, 157 Unnamed Company, 144
Success, 30 U.S. 7th Fleet, 78–79
Surprise, 58–61
Sustein, Cass, 27 V
Sutton, Bob, 60 Video: engaging others with, 103–104;
length of YouTube, 110; tips for,
T 96–97; uploading to Facebook and
Table for Two, 65 YouTube, 43
Tagging, 43, 56 Village Enterprise Fund (VEF), 74, 95
Take Action, 9. See also Action Viral campaigns: element of surprise in,
TEAM mnemonic, 101 60; engineering, 135; equation for,
Teams Sameer/Vinay: applying HATCH 155; making ideas spread, 154–156;
goals to, 33; engaging others, 10–12; tagging and, 43; tailoring to people’s
focus by, 9–10; grabbing attention, skills, 134–136, 139; Take a Bite
10; legacy of, 8, 15–17; lessons out of IHOP’s Animal Cruelty, 113;
from, 17, 160–161; origins of Team visual component of, 62–63
Vinay, 6, 7; spreading story of, Visceral appeal, 65–67
155–156; taking action, 12–13 VisionSpring, 21
Testing: advertising, 57–58; Testable Visual identity, 61–65
design principle, 28–30, 32 Volkswagen, 127, 128, 154
Thaler, Richard, 27 Volunteers: increasing contributions of,
Time-ask effect, 58, 120, 121 121; kits for, 126, 127; making it easy
Timing, 110 for, 124–125; using time-ask effect
TiVo Community Forum, 81 with, 120, 121; ways to ask, 116–118
TOMS Shoes, 99, 147 Volvo, 109
Index 211
W Williams, Tad, 31
Ware, Jenni, 45 Winfrey, Oprah, 59, 75
Watkins, Jason, 49 Writing Fiction (Steele), 82
Web Analytics 2.0 (Kaushik), 29
Webcasts, 14–15 Y
Websites: book’s, xxix, 25; COOKPAD, Yahoo!, 125–126
90–91, 92; engaging audience for, YouTube: length of videos on, 110;
76–77; fostering public communi- making video for, 96; Obama ads
cations via, 79; MyBarackObama, on, 41; Obama’s political support
34–36, 39; sharing stories on, 84; on, 37–38; TOMS channel on, 99
testing success of, 29; video tips for,
96–97 Z
Weird Ideas That Work (Sutton), 60 Zappos, 88–89, 135
Whittemore, Nathaniel, 157 Zuckerberg, Marc, 160
Whole Foods, 32, 146 Zuckerberg, Randi, 40, 43