This weekly blogging reflection is due as a threaded blog post below by Thursday, April 10 @ noon. No exceptions for late work, except with Dr. W's consent.
Read THE DRAGONFLY EFFECT, assigned chapters.
In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)
3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.
Game on,
Dr. W
Wing 3
ReplyDeleteThesis: It's important to engage your audience in the social marketing campaign by using the TEAM approach.
A: Telling a story is important because our brains aren't wired for logic, but rather for stories. A story will resonate with the audience and make them feel more compelled to help the cause. Getting your audience to empathize with you means that the story you tell must have an emotional connection. There is social pressure to conform, but only if the story is compelling enough where the audience feels connected and wants to help the situation.
B: Being authentic is important because the audience won't feel an intimate connection unless the storyteller is genuine to the point where the audience buys into their call for help. Using various media streams will yield the most positive results because both print and social media effect the story in different ways. Print media is effective for telling the story in greater detail whereas social media can provide instant updates in regards to the campaign. Both are necessary and balance each other.
Question: What is an example of using the TEAM model ineffectively? What went wrong? What can be done to correct the error for the future?
1. This wing is about how to engage your audience using social media and get people to connect through four design principles of engagement.
ReplyDelete2.
-Telling a story is an important design principle in order to get your audience engaged because stories help to unite an idea with an emotion (p.82). These stories captivate your audience because they are personal and many times surprising. We want to feel connected, and stories allow your audience to feel that connection they need. A good story will "keep your audience wondering what happens next, get attention fast, make it sticky, focus on the protagonist, and make audience feel compelled to help/take action" (p.85).
-Empathizing with audience is another important design principle for engagement. You need to know what is important to your audience and how that relates to the goal of the campaign. The book describes Tony Hsieh (CEO of Zappos) strategy--he thought about his followers on twitter and how he could brighten their day. Three years later he had reached 1.7+ million followers on twitter.
Question: The book does not elaborate much on empathizing with audience. What are other ways one can empathize with their audience, or gage what is really important to their audience?
Wing 3:
ReplyDelete1. This chapter is about to engage people so that they are connected with your goal.
2. A) There are four principles of engagement; TEAM. First is tell is a story. Find compelling stories to convey important information and less is always more. Next is, empathize and remember what is important to your audience. Then there is being authentic which is all about how passion can be contagious. Lastly, matching the media is about how and where we say something can be just as important as what we are saying.
B) Engaging is the hardest out of the four wings because love occurs infrequently and engaging other is more of an art than a science. It is easy to get people involved in something but if you can’t get them emotionally involved they won’t be persuaded.
Questions: What is a campaign that used the TEAM method and how did their campaign turn out?
Wing 3- Engage- How to make people connect with your goal
ReplyDeleteThis chapter introduces the method to make people care and fall in love with your marketing campaign.
-Four design principles to engage(TEAM): tell a stories, empathize, be authentic, match the media. In order to tell good stories, you need to "think arc" (think of an interesting structure with an unexpected result), "start wide"( and then cut into what the audiences need)that and "know when to shut up"(let the audience think of conclusion).
-The characteristics of highly engaging campaigns are: transparency and immediacy of information, interactive between community and brand, co-creation of brand and community, facilitation , commitment and collaboration of both consumers and producers, experiences and trust. Stick with the values of the community will help you increase engagement.
Questions: Which is better to tell stories, video, photo or a word based story?
1. Wing 3 is about engaging your audience after you have grabbed their attention.
ReplyDeleteA. Telling a story is the most important part about engaging your audience out of the TEAM design principle, telling stories allows for trust, emotional commitment, and interactivity.
B. In order to be highly engaged the creator must be fully committed as well, if you don’t believe in your story neither will anyone else.
Question: Would charity water have been a success if the creator hadn’t already been so successful in his own endeavors? How does a normal person like myself cover huge start up costs?
Thesis: The next wing of the Dragonfly Effect, Engage, is arguably the most difficult, and requires reaching your audience on some kind of emotional level, motivating them towards your cause and getting them to connect with your goal.
ReplyDelete1: Through storytelling, we can, as the book states, “’unite an idea with an emotion’” (82). Storytelling has proven to be a very effective strategy, for example, the Obama campaign in 2008. The next principle, empathy, highlights the importance of personal relevance, through which people can feel personally connected, or engaged, to your brand. This can be achieved through empathizing with your audience’s needs, and creating connections by highlighting similarities between you and your audience.
2: The next principle is about authenticity, and that giving a name and a face to your cause will increase the likelihood of people identifying with it. As the book says, an authentic cause is one that involves a variety of details that different people will identify with in different ways, but it as simple as being “open, clear, and genuine” (93). The final principle, matching the media, shows the importance of mixing different media as a way to encourage opportunities for building your network, conversations, feedback, and the creation of brands and ideas.
Question: The book seems to equate Hsieh’s Twitter account with Zappos success, yet I don’t really see the correlation between the two. Did his inspirational tweets drive Zappos profits? What’s another company that effectively empathized with their audience in a way that had a real impact on their campaign?
Wang 3
ReplyDelete1. This chapter is about really getting the audience excited and involved via social media
2.
"fan pages... allow companies to ask their customers directly what matters most to them."
"view yourself as a brand"
Q: How do you make sure that the audience does not get TOO engaged and demands for me then you are able to give them.
Wing 3 discusses how to engage your audience through four design principles of engagement.
ReplyDelete1. TEAM consists of the four design principles. Begin by telling a sticky story that gives critical information. Make sure to empathize with your audience by connecting what's important to them. Be authentic because "true passion is contagious." Lastly, match the media because sometimes "how" and "where" you give your message is just as important as "what" you say.
2. Scott Harrison launched an organization to help charity. He used the four design principles of Engage to make it a success. First, he told his personal story to engage on an emotional level. Then, he used photographs and videos that revealed the urgency to evoke empathy. Next, the commitment to transparency in the stories leads to authenticity because donors give when they know what they're giving to. Lastly, his group has a staff member who updates the social media platforms regularly while creating specific messages for Twitter and Facebook.
Question: What happens if you leave out one of the four principles? Do you completely fail as an organization or is their still hope to connect with people?
Wing 3—Engage
ReplyDelete1. Engaging the audience is arguably the most difficult of the four wings, because it’s difficult to persuade people to care deeply about a matter, and even fall in love.
2.A. To really engage with your consumer, you need to reach out to them on a level that takes into consideration their input, as well as their desires. Many companies achieve this well. Take for example Dell, the company built an online community, as well as boosted sales, by creating “Dell Outlet”. Here, there offered a source for refurbished Dell products. This was so effective because consumers were able to complete a sale within minutes and they appreciated the easier way to communicate and find products they coveted at a discount.
B. Scott Harrison’s story is another excellent example of engaging with people. His story was one that had a lavish beginning, being a popular promoter in New York—but he wanted to make a difference with his life. When we created his charity, he lured people in with his story, because it truly is an engaging one. The campaign uses empathy through photographs and videos, as well as the principle of ‘engage’ through its commitment to transparency because donors know where the money is going. And finally they excel at matching the media to its message, the staff members are dedicated to various social media platforms and regularly update them.
Question— Can you put an emphasis on one of the four design principles of engage, or in order for your campaign to be successful must you balance all of them, like Scott Harrison did?
Wing 3: Engage
ReplyDeleteThesis - Engaging someone in your campaign is one of the hardest parts of a campaign because you have to convince people to care deeply about your goal.
2A. Story telling is one of the most effective ways to get people to become engaged in your cause. When you tell an inspiring or exciting story people empathize with the characters and crave for the next compelling detail. Keeping people guessing helps to capture their attention.
2B. The four design principles to engage are Tell a story, Empathize, be Authentic, and Match the media. Using all these factors can help you engage people to support your cause and help it get more attention.
Question: How does Kiva ensure that the business makers get the appropriate amount of money and how do they ensure that the lender is repaid?
1. The third wing is Engage. It is usually the hardest wing of a campaign because it is difficult to get people to deeply care about and love your goal.
ReplyDelete2A. Transparency, interactivity, immediacy, facilitation, commitment, cocreation, collaboration, experience, and trust are all characteristics of very engaging campaigns. These help audience members identify with and care about your campaign.
2B. Storytelling, empathizing, authenticity, and matching the media are all ways to to help create lasting memories in your audience. Developing the right brain and creating strong, lasting memories is one of the best ways to engage your audience.
Question:
Of the four design principles, which is the most important? Can you mix the four or must all four be present in order to effectively engage your audience? It seems like feedback on social media is the main way to use these design principles.
This chapter discuses the importance of engaging your audience so they feel connected with your goal.
ReplyDeleteIn order to engage your audience, a project must follow the four design principles: Tell a story, Empathize, be Authentic, and Match the media. The use of these factors allows the project to gain attention and become engaging with the audience.
The most challenging of the four wings is the ability to be engaging. Convincing people that they should not only be active in a project but to become emotionally involved is an art form.
What are examples of engaging TEAM campaigns? Do all four components need to be equally used?
1. This chapter (Wing 3) is about engaging potential consumers in your market. "How to make people connect with your goal"
ReplyDelete2a. The first section uses the experience of a few entrepreneurs in small African and Asian countries. Their experiences show how important it is to capture an audiences commitment once you have their attention. These people were able to branch out and make connections all over the world in order to expand and make their business successful. They are great examples of how to make your market "fall in love" with your idea.
b. Later in the chapter, the characteristics of highly engaging campaigns are listed and explained. Transparency, interactivity, immediacy, facilitation, commitment, cocreation, collaboration, experience, and trust are all included in this list. The chapter also mentions how influential a simple youtube video can be; just incorporate these listed elements with your content.
3. A side note in the chapter is about how to tell a story, and the last step is to know when you shut up and allow your audience to make their own conclusions. Where is the line between letting them come to a conclusion and leaving them confused?
Wing 3
ReplyDelete1: The focus of this chapter is about engaging and how to draw in people to connect with your goal.
2: A) When it comes to media campaigns there are a few characteristics that run through and make them successful. Some of them are interactivity, immediacy, fascination and trust. These characteristics are important, because without them people will not feel connected enough to engage in the goal that is trying to be accomplished.
2: B) There are four design principles associated with engagement. The first principle is tell a story. You must first make people interested enough to connect to your goal by having a story. The second principle is emphasize. Spell out what is important and make sure they know how important it is not just to you but to them as well. The third principle is be authentic. People can tell when you’re not being authentic, so make sure that you are being forward and honest. The final principle is match the media. This means connecting with people on their own level. Some people are only on Facebook while others are all over different social media platforms. Whatever the case may be it is important to connect with them on the media platform that is suitable for them.
Question: There are some people that are just not willing to engage at all. What are some steps that can be taken to begin to interest them without over pressuring at the same time?
WING3
ReplyDelete(1) It is vital to engage your audience as much as possible because you want them to connect with you and your goal through social media.
1- Using TEAM (telling stories, empathizing, authenticity, and matching the media) is key when trying to engage your audience.
2- Engaging your audience is one of the most difficult, if not the most difficult part of social media marketing. To get your audience engaged, you have to emotionally appeal to them individually, not just on the broader aspect of the entire group. It is essential to captivate your audience and make them excited about what you’re promoting (and to get them involved, of course.)
Question: What is the most efficient way to appeal to your audience and engage them into your campaign?
WING 3 - After you grab your audience's attention, you must engage them - convince them to care deeply about your cause/message/organization.
ReplyDeleteA. One characteristic of a highly engaging social media campaign is immediacy. Your organization must release information to it's social media community as it comes in, rather than waiting for the right moment to share. This helps keep readers in the loop and updated on what you are doing.
B. You can use the four design principles TEAM to help engage your audience (Tell a story, Empathize, Be authentic, and Match the Media).
QUESTION: The book mentions the importance of identifying your most committed fans and making it easy for them to share your information. How do you identify your "best" fans?
Thesis: For long term success, you need to engage people by making them connect emotionally with your cause or brand.
ReplyDeleteSupport 1: In order to be engaging, it is important that your campaign has immediacy. If someone beats you to sharing the news, you won’t be the one people look to for information any more.
Support 2: The best way to engage people is to tell a story. It is natural for us to want to persuade people using logic, but people are best persuaded through the kind of emotion elicited from stories. Stories unite ideas with emotion.
Question: What if you work for a company selling something boring like dish soap? How do you engage your audience then?
Wing 3: Engage- How to Make People Connect with Your Goal
ReplyDeleteThesis: After grabbing people's attention, the next step is to engage audiences to truly care about your cause.
1. Although logic persuades people to a certain extent, engaging them emotionally creates a longer lasting and deeper connection.
2. Getting to know your audience and finding out what's important to them is key, which can lead to them feeling personally involved and catered to in your cause or message.
Question: If there a limit to how far one should go to engage their audience?
Wing 3
ReplyDelete1. It is important to engage your audience and connect them to your goal.
2.a. A highly engaging campaign will be transparent, interactive, timely (releasing info. immediately), facilitated, committed, use co-creating ideas (from the brand and the community), collaborate with others, create a memorable experience and focus on trust.
b. This can be accomplished by utilizing four design principles: tell a story, empathize, be authentic, match the media. Otherwise known as the TEAM strategy to engage. In telling a story, you want to provide a story that sticks and less is more. As you empathize with your audience, let them engage with you. Be authentic and show your passion about the campaign by displaying your shared values and beliefs. Also, match the media--pay attention to how and where you say something, aligning communication and context.
Question: Where do you draw the line with transparency in your campaign/brand?
Wing 3
ReplyDelete1. Engaging with the target audience/market is crucial for the long term success of any social marketing campaign.
2a. Telling stories, empathising, practicing authenticity and matching appropriate media forms (TEAM) is a handy guide to telling a story. 'Stickiness' (previously covered) has to be matched with a strategy that emphasises passion, omits excessive nattering and timing.
2b. Campaigns must embody characteristics of communication that people desire in other situations, like transparency, interactivity, immediacy, facilitation, commitment, cocreation, collaboration, experience, and trust. Social marketing does not seek passive consumers, but active collaborators, and this requires the formation of relationships, which in turn require the above components to succeed.
Question: How do you rebuild trust after a damaging revelation about your brand?
Wing 3- Engage
ReplyDelete1. By creating a bond, you can get people engaged and caring about what you believe.
2. A) Engage is the most challenging of the four wings because love occurs infrequently, and engaging others is more of an art than a science. Social media can help with this, along with wing 2, grabbing attention.
B) To seed powerful, lasting memories that engage people, you should tell a story, empathize, be authentic, and match the media, also known as TEAM. By calling on these principles, charity: water demonstrates how you can make others fall in love with your cause.
Question: What was the best way to engage people before social media?
WING 3
ReplyDeleteThesis: Engaging your target audience and market is crucial in order to reach success, and by creating a bond, people will care about your campaign, ultimately which creates that engagement.
1.The TEAM approach involves telling stories, empathizing, practicing authenticity, and matching appropriate media forms, and is an important strategy in engaging your audience. This will also aid in helping you tell a story to engage your audience.
2. Instead of persuading through logic, people are more easily persuaded through emotions. This is why telling a story is so crucial. Stories combine ideas with emotion to better influence your audience.
Question: What are some real world examples of local VT businesses persuading through stories on social media?
Wing 3
ReplyDeleteThesis: The main idea of Wing 3 is about engaging your audience and connecting them to your campaign.
1. The TEAM approach is about capturing your audience's attention through storytelling and empathizing. To engage the audience and shift behavior is the most difficult of all the wings.
2. Lasting results will occur when people are influenced by interactivity, immediacy, facilitation, commitment, cocreation, collaboration, and experience. If you are authentic and sharing your passion for the campaign with others, they are more likely to connect to it.
Q: How do you engage your audience for the sale of basic goods?
Thesis: This chapter explains how to get people to really connect with your goal and your campaign.
ReplyDelete1. It starts with grabbing the attention of people to get them to notice your cause. Then you get them to engage and "care deeply" about it.
2. The key to grabbing the attention and getting engagement of people is to follow the TEAM design principle which is Tell a Story, Emphasize, be Authentic, and Match the Media.
Q: Is it ok to alter your values and beliefs as the campaign goes, or does that sacrifice authenticity?
Wing 3
ReplyDeleteThesis: Engagement of your audience is a major component for success achieved through the four principles of TEAM.
1. Engaging is the most difficult of the four wings as people need to be moved emotionally which often is very challenging.
2. There are four principles of engagement that should be part of your social media campaign; TEAM
-Tell a story that is compelling and will convey critical information in a concise manner
-Empathize by allowing your audience to engage you
-Authentic in the manner you convey you message
- Match the Media as the how and where we say something is just as important as what we say.
Question: What is an example of a concise story as opposed to one that is more elaborate and less compelling
Wing 3: Engagement
ReplyDeleteThesis: Wing 3 of the dragonfly effect is to engage. Getting the audience’s attention is not enough, once you have it, you must engage their limbic brains and keep them interested.
1) "If Grab Attention is about getting people to notice your cause, Engage is about what happens next-compelling people to care deeply, maybe even fall in love.” (p. 75)
2) “Engagement has little to do with logic or reason. You might have brilliant arguments as to why people should get involved, but if you can’t engage them emotionally, they won’t be swayed.” (p. 75)
Question: Isn’t it difficult to evoke an emotional response from a diverse audience? How can you ensure that people react the way you want?
Wing Three
ReplyDeleteThesis: Engagement is the most challenging of the four wings and can be achieved through four separate design principles.
1a. Since engagement is essentially compelling people to care deeply about your issue, "maybe even fall in love" it is inherently difficult to do. People fall in love infrequently and when they do, social marketers want it to be because they were able to engage their audience emotionally and sway their actions.
1b. To engage you must create a brand identity; this involves creating powerful and lasting memories associated with your "brand" or cause. This can be done through telling a story, empathizing, being authentic, and matching the media.
Question: Of the four TEAM principles, which ones should be emphasized the most?
1. Wing 3 Engage, arguably the most challenging of the four wings, is about compelling people to care deeply, maybe even fall in love with your organization.
ReplyDelete2A. There are four design principles of engagement, tell a story, empathize, be authentic, and match the media. First, telling a story can move us, make us feel alive, and inspire us and we must unite an idea with an emotion. Second, we must empathize and be engaged by audience, as well as empathize with their needs and feelings.
2B. Third, we must be authentic and be truly moved by the story that we are telling by being open, clear, and genuine. Lastly, we must match the media and mix up the media that we use to allow us to build opportunities for conversations, feedback, and the collective creation of brands and ideas.
Question: In Wing 3, TOMS was mentioned. My question is, without social media would it have been possible for TOMS to be as successful as they are today? Without social media, how would Blake Mycoskie have to change is overall plan?
1. Wing three discusses the importance of engaging your audience in your campaign.
ReplyDelete2. A- The simplest method is the TEAM approach; tell a story, empathize, be authentic, and match the media. This opens up a two way street between you and your audience.
B- People's emotions are what leaves the most lasting impression upon them. Make sure you are being authentic so they can really trust you and become involved on that emotional level.
3- Obviously you're not just looking for pity, how does the emotion guarantee action?
Wing Three
ReplyDelete1. This chapter is about the importance of getting an audience to be engaged and emotionally invested with the use of four design principles known as TEAM.
2.a The use of story telling, when done correctly, can make people really connect with a campaign. The way to tell a compelling story is to involve the right hemisphere of the brain because it is involved in emotion.
b. It is also important to reach the audience through different types of media including social media, radio, television, etc.
Question: What is the main difference between telling a compelling story and having the audience empathize with a message? A story in itself can make an audience feel empathetic.
Wing 3
ReplyDelete1. This wing discusses how to use your goal as a advantage point to help people stay engaged and focused. You want your audience to be as engaged as you are.
2a. With the acronym TEAM make sure to successfully use all parts.
T - Tell a Story
E - Emphasize
A - Authentic
M - Match the Media
2b. Story telling is extremely important it makes it more engaging and ads a personal twist and connection to the cause or idea.
Question
How can you share elaborate personal stories with out crossing boundaries or potentially revealing to much while still being effective?
Once you have grabbed attention, it is important to engage the audience.
ReplyDelete1. The four design principles to engage are known as TEAM. This stands for Tell a story, Empathize, be Authentic, and Match the media.
2. Storytelling is a powerful tool to engage your audience. Start by asking yourself what it is you want people to do, and if your story is designed to elicit this behavior.
Question. Is storytelling a modern marketing strategy or was it as widely employed before web 2.0
Wing 3: Engage
ReplyDelete1.Engage is about how to get individuals to connect with your cause, and support it, after getting their attention.
2a. The acronym TEAM, which stands for tell a story, empathize, be authentic, and match the media, gives a step by step process for engaging with a greater community.
2b. To do a better job of getting people on board with your cause, you need to prey on their emotions.
Question: Which of the four part TEAM, engagement process is the most crucial?
Boom! Engage.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteWing 3 urges people to really connect and engage with the goals that they are setting, once the attention has been grabbed.
ReplyDelete- The chapter provides us with 4 design principles or T.E.A.M: tell stories, empathize, be authentic, and match the media. Telling a story is said to be the most important principle because it allows people to personally connect and be drawn in to the product. “T-Tell a story: Find a compelling, sticky stories to convey critical information. Remember less is more.” I believe these 4 design principles will help connect a campaign and its empathy for its target audience.
- Transparency is important when it comes to creating a successful and “highly engaging campaign.” “The brand shares news as it happens, even if it might not appear to be in its best interest. Example: Doctors Without Boarders received so many responses to its request for funds o help the victims of the 2004 Indonesian tsunami that it quickly fulfilled its requirements. Rather than continuing to take donations for that cause and suing them for some other purpose, the organization said that it could not ethically continue to accept donations for tsunami victims.” It may not always be the best news, but people like to feel in the loops. “As a result of transparency, cocreation, and collaboration, trust is built between the producers and the consumers of the products and services.”
For businesses that aren’t non-profits or companies with a heart-warming culture or a story to share, how do we engage while reaming authentic?
WIng 3: The focus of Wing 3 is to focus on the step after you have grabbed attention. After the attention of the audience has been captured, it is all about engaging the audience by using four design principles T-E-A-M.
ReplyDelete1. TEAM stands for Tell a Story, Empathize, Be Authentic, and Match the Media.
2. Matching the media involves gathering multiple media platforms that will allow the campaign to communicate to its followers, or vise versa. By building lasting relationships, this ensures opportunities to leverage an audience through feedback, public outreach, and more conversation!
Q: Is there a surefire way to know beforehand how an audience will react emotionally?
Wing 3:
ReplyDelete1. Engage: get people to connect with your goal.
2. A) the four principles of engagement TEAM are: tell a stories, empathize, be authentic, and match the media. The cheat sheet of storytelling suggests: keeping your audience wondering what happens next, getting attention fast, making it sticky, focusing on the protagonist, homing in on the protagonist’s problems or barriers to achieve his goals, identifying the kind of action you want your audience to take or identifying how the can help.
B) “Engaging is about compelling people to care deeply, maybe even fall in love. Engage is arguably the most challenging of the four wing, because love occurs infrequently and engaging other is more of an art than a science. Engagement has little to do with logic or reason.” (p. 75)
Question: What is an example of campaign that has used TEAM and that has had an amazing turn out?