This weekly blogging reflection is due as a threaded blog post below by Thursday, April 17 @ 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 4- Take action- How to empower others, enable them and cultivate a movement.
ReplyDeleteThis chapter tells us how to inspire and empower others to take action.
- Take action is the completion of all the previous steps to get others to support you in meeting your goal. Four principles to empower your audiences to take action(EFTO) are "make it easy", "make it fun","tailor", and "be open".
-You need to think of what, how, and when and scope of your ask based on two factors: your distance to the donor and the emotional intensity of your ask. When social distance is far, "invite" with low emotional ask and "require"with high emotional ask. When social distance is close, " ask" with low emotional ask and " tell " with high emotional ask. Asking for time instead of money will increase the willing to contribute.
Question: How do we imply the "make it fun" principle in a marketing campaign in which we tell a sad story?
Wing 4
ReplyDeleteThesis: This section focuses on the call to action, which is the action taken by the target audience, in support of the cause at hand.
A: Setting up a social media presence is an effective method in soliciting donations. The target audience can learn more about the organization and engage in discussions with other people about the importance of donating.
B: Making donating easy and fun, are two effective methods to garnishing attention and thus more donations. There is a connection between personal happiness and the likelihood of donating, so the happier an individual is, the more likely they'll donate to the cause.
Question: Similar to Hong's question, most often, these campaigns are for negative reasons (b/c the money being raised is used to support a cause) so how can a campaign become "fun" in these situations?
Wing 4:Take Action
ReplyDelete1) This wing is about getting people to take action by knowing what to ask for, how to ask for it, and listening to audience responses.
2)
-A call to action is very important part of this final wing. It is how you will get your audience to take further/next steps. Successful call to actions are combined with social media skills for example, the Humane Society of the United States urged their Facebook fans to tag IHOP when expressing themselves i in order to get IHOP to use cage free eggs.
-There are four important design principles to “Empower Others to Take Action.” The first is making it easy, second is making it fun. Principle three is tailor and the fourth is being open. Tailoring is one of the most effective ways to get people to take action for your cause so find ways “to match their skills, talents, or interests with your needs.” Jetblue successfully matched their customers needs with promotions via Twitter, for example (p. 135).
Question: What are the most effect ways to know how to “tailor” your audience? What measures do people running campaigns take in order to be able to successfully match their audiences skills, needs or interests in a way that also matches the campaigns’?
Wing 4: Take Action
ReplyDeleteThesis: Wing 4 discusses how to inspire the public to take action and make a change.
1. The final wing is crucial is tying all the wings together, by enabling the public to perform a specific action. You must know exactly what to ask for, and the right ways to ask for it. The audience responses should then be used to refine your message. The call to action should be combined with strategic social media tools to ensure the best results.
2. There are a variety of ways to ask for a given action, depending on the emotional intensity of the ask and the degree of separation from the potential donor. You will tell, ask, require, or invite. The "Encylopedia of Asks" includes the indirect, the reciprocity, the concession, social validation, competitive, and authoritative asks. Making it easy, fun, tailored to the audience, and open are the four steps to enabling others take action.
Q: What are the best ways to maintain a given action from those who have already contributed?
Wing 4:
ReplyDelete1. This chapter is about how to take action and ways to empower others that enable them and develop a movement.
2. A) For you to get people to take action your organization/ campaign must draw them. Without having this hook to draw them in you won’t differentiate yourself from others.
B) There are four design principles that are used when attempting to get people to take action. They are; making it easy, fun, tailored and open. By using these principles your changes should improve in taking action.
Question: What is the most efficient way to balance the advantages of a program to consumers without loosening the original ideas and message of the program?
1.Wing four is all about taking action and how to empower others, enable them, an cultivate a movement.
ReplyDelete2A. Taking action is about requiring individuals to exert themselves and to make the transition beyond being interested be what you have to say to actually doing something about it. When you ask for time, before money, you are activating an emotional mind-set that makes well-being and happiness more easily accessible- thus leading to donations.
2B. There are four design principles to enable others to take action and the first one is to make it easy for others to act, and allow them to understand what you need and can take immediate action. The second and third are to make it fun and tailored, by making people feel like kids again and give them the knowledge that your cause will make an impact. Lastly, be open, provide a frame (your POV and a story) and empower others.
Question: How exactly do you ask for money? Or do you? Do you just allow people to donate on their own?
1. The fourth wing is "Take Action", and is about inspiring people to take action in order to heighten awareness and make a significant impact.
ReplyDelete2A.There needs to be a clear call to action. This wing is critical because it closes the loop that is the dragonfly effect. Focusing, grabbing people's attention, and engaging them can be pointless if there isn't a clear call to action for the audience.
2B. There are 4 general design principles that help empower people to take action: make it easy, make it fun, tailor it to your audience, and being open.
Question: Of the four principles, which should take overall priority? I feel like making it easy is important because people always complain about not having enough time, but tailoring to your audience's strengths and compelling them to feel like they have an advantage seems more mentally important.
WING4
ReplyDelete(1) Making it easy, making it fun, tailoring and being open are design principles that are useful when trying to empower people to take action.
1- Taking action is the final wing, and final step, of the Dragonfly Effect. As your campaign reaches the wing of taking action, it is important to make sure you can intrigue your audience and make them want to invest in your campaign because in the end that is your overall goal.
2- It is important to ask your audience for support in a manner that is persuasive, yet not too personal. While donating money may seem to be more aggressive, donating time could be the first step to achieving financial support from your audience. Once they invest their time with your company, they will be there to back you up with the donations if you play your cards right.
Question: What is the most effective way to engage an audience into investing in your campaign?
Wing 4
ReplyDelete1. This section focuses on taking action and how to empower others to cultivate a movement
2.A) There are four design principles to empower others to take action. The first principle is, make it easy. The second principle is, make it fun. The third principle is tailor. The fourth principle is be open.
2. B) The best way to make behavior changes easy to make the task small and concrete. Then offer a kit that contains templates and finally encourage reuse of materials.
Question: Not everyone is going to be interested in a certain cause. At that point do you consider trying to get that person interested to be a lost cause, or do you still try to educate them on the topic?
1. We learn how to make people do our bidding in this chapter, very important.
ReplyDelete2. "When you grab people's attention, they sit up and listen. When you engage people, you connect with them and inspire them."
"Take action is about requiring individuals to exert themselves and to make the transition beyond being interested by what you have to say to actually doing something about it"
Question: ?
Wing 4: This chapter discusses taking action using the four design principles (EFTO): easy, fun, tailored and open.
ReplyDelete1. The call to action is the "end of sales and marketing to convert prospects into customers." Many people make the mistake of ending at the third wing (engage) and forget that it's necessary to take the final action. We are all exposited to the call of action, at the end of commercials or marketing campaigns when they tell you what to do.
2. When coming up with your "ask" you must "carefully calculate the what, how, when and scope of your ask to yield maximum results." It is based on two things: degree of separation from the potential donor and the emotional intensity of your ask. For example, the closer you are to them (family, close friends) and the higher emotional connection, the more likely they are going to accept the ask.
Question: When giving the "ask" to celebrities, does the time before money rule apply? It seems like these celebrities may have more money than time available… so I was wondering if just jumping to the money ask with these people would be more effective.
Thesis: The fourth wing in the Dragonfly Model is the culmination of everything you've done to date to get others to support you and then take action and fulfill your original goal.
ReplyDelete2A. A tailored design principle will ensure that people will gravitate to a program that they perceive as uniquely advantageous to have disproportionate impacts.
2B. Game Play is the idea of encouraging people to take action by promoting friendly competition. One way of ensuring Game Play is giving out symbols of status. This costs nothing and provides players with a sense of satisfaction and achievement.
Question: Are there any other platforms, apps, or companies that promote Game Play or friendly competition?
Thesis: This chapter explains how to empower people and give them the tools to cultivate a movement.
ReplyDelete1. A Call to Action is the message which tell the customer what to do and is widely embraced by marketers because it is what converts prospects into customers.
2. There are four design principles which allow others to take action. They are Easy, Fun, Tailored, and Open.
Q: is being Open always a good thing? is there such thing as being too Open and allowing the customer to get a POV that isn't desired?
Thesis: The first three wings of the dragonfly give people good intentions about a cause, but a clear call to action is needed for people to “take action” symbolized as the fourth wing.
ReplyDeleteSupport 1: You must be specific and outright in a call to action. You cannot simply give information or ask someone to visit a website. It should be exactly what you want people to do whether it is donating money or tagging IHOP in a Facebook post.
Support 2: An initial request for time can help raise more money than only asking for money. Studies have shown that people who are willing to donate time to an organization give more money on average than those who are not willing to donate time.
Question: How do you get people to invest money or time when no one seems to have either?
Wing 4
ReplyDeleteThesis: This wing discusses how to inspire and empower others to take action and how to start a movement towards your cause.
1. The four design principles to empower others to take action are: make it easy, make it fun, tailor, and be open.
2. A call to action is the message which tell the customer what to do and is widely embraced by marketers because it is what converts prospects to customers. It is important to make sure your call to action is clear
Question: In your opinion, what is the hardest part about this wing?
1. This part of the Dragon Fly Effect is about how to make your target audience take action.
ReplyDelete2a. It is important to make your campaign fun as to keep your audience engaged and participating. By making it fun people are more likely to react positively what your are trying to say to them.
2b. Another way that you can get your target audience to participate is by tailoring the campaign so it gives the audience a feeling that they will receive a greater benefit from your campaign than other people.
Question: Are their downsides to making your campaign fun?
ReplyDeleteThesis: If you inspire your audience to take action your campaign is more likely to achive success
1. There are four design principles (EFTO) that should be part of the marketing campaign that will enable your audience to Take Action that involve;
- Making the message Easy for others to understand to take immediate action
- Present the action needed as Fun and they are more likely to act
- Present your message in a Tailored manner in which the audience will feel they are uniquely fit to take the action
- Present your message on an Open manner that empowers people to act, rather than require asking permission
2. Put in online analytical tools that will provide feeback on your performance which will allow changing the campaign as needed.
Question: Is there one design principle more important than the others?
Wing 4
ReplyDelete1. This wing is about taking action and enabling others to cultivate a movement.
2.a. Action occurs by knowing what to ask for and how to ask for it. There are six different ways to "ask" in the "Encyclopedia of Asks," the indirect or implied ask, the reciprocity ask, the concession ask, the social validation ask, the competitive ask, and the authoritative ask.
b. There are also design principles that are used to get others to take action. The first principle is to make it easy, the second is to make it fun, followed by making it tailored, and lastly being open for interaction.
Question: Do the design principles differ depending on the campaign? Or are they equally applicable no matter the organization?
Wing 4: Take Action
ReplyDeleteThesis: One of the most effective ways to gain exposure for your social marketing campaign is to give the public the opportunity to take action.
- “The call to action at the end of sales and marketing materials has traditionally been embraced by marketers as a way to convert mere prospects into customers.” (p. 112)
- "There are many different types of asks, but only one constant: what you are asking must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do." (p.114)
Question: The first thing that comes to mind when thinking of a call to action is infomercials, which seem pretty unsuccessful. They wouldn’t make it a wing if it wasn’t effective so how are these calls to action any different?
WING 4 - Taking Action is a critical wing because it brings all of your previous efforts to a close - you provide your audience with enough tools and information to easily do something themselves.
ReplyDeleteA. One important concept is to ask for time rather than money. Asking for money can quickly deter your audience, but asking for time can make your product/service seem more alluring and liked better. Overall, it can increase your audience's willingness to contribute to your campaign, without directly asking for money.
B. The four design principles to enable consumers to take action are: Make it Easy, Make it Fun, Tailor, and Be Open.
QUESTION: Is one of the four design principles the most important to focus on? In my opinion, it seems that making it easy would probably be the most influential, but is there research or examples that show otherwise?
1. Wing 4 is dedicated to making your target audience take action and benefit your cause/ business.
ReplyDelete2.a. It is important to specialize your marketing scheme to your specific target audience. When the audience feels they are part of a unique and exclusive group, they are more likely to take action. Make sure it is clear that they will benefit from taking action.
2.b. An effective tactic to making your drawn-in audience to take action is called "game play". This promotes friendly competition and encourages people (especially competitive people) to engage in your movement.
3. Which design principle is most effective? Can all be simultaneously applied to the same movement?
Wing 4
ReplyDelete1. Alex's Lemonade Stand Foundation inspired people to raise money and to take action to help fight childhood cancer.
2. A) The organization embraces all four wings of the dragonfly: focusing on the goal to raise money, grabbing attention (lemonade stand, owning a color yellow, and creating sub brands), engaging peoples' emotions, and it took action.
B) Picking the way you ask to contribute to charitable causes matters. If you are close to someone, you can tell him/her to participate. If the emotional intensity is low, you should ask, not tell. When the social distance is great and the emotional intensity is high, you can require participation.
Question: If asking, telling, or requiring doesn't work, do you keep trying those tactics for those people or lessen up the grip? For example, if you start telling the person to contribute, should you keep telling them? Or go backwards and ask instead?
Wing 4—Call to Action
ReplyDelete1. To take action means to require individuals to make the switch from being just interested in a topic, to actually doing something about it.
2.A. It is important to ask people—but how? What you are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when the behavior is easy to do.
B. To achieve this behavior change it is better to ask for time, instead of money first. Research has found that when you ask for time, your product or cause can become more alluring and better liked. The time-ask effect shows that focusing your message on time can affect your audience’s willingness to contribute.
Question—Is there a better strategy than just asking for time? I find that I am equally frustrated at people asking for time on the streets to pitch me their organization, because the next question is always “will you donate?”.
Take Action, P-Comm'ers!
ReplyDeleteYes!
Dr. W
Wing 4
ReplyDelete1. This Wing discussed and focused on action. The call to action and how it can persuade or make others want to take part or develop movement and change.
2a. The use of social media sites and proper promotion or publications can lead to successful recruiting or soliciting.
2b. You need to ensure your call to action is unique or different from others. Something that makes someone want to join in or be apart of what you are trying to do.
Question: How can you measure that your call to action had the effect it intended? Simply based on pleasure and enjoyment and not just simply guilt or green. How can you ensure people will take part if money is or isn't in the picture?
Wing 4: Take Action- How to Empower Others, Enable Them- and Cultivate a Movement
ReplyDeleteThesis: Taking action is the final and most crucial wing of the Dragonfly Effect because beyond inspiring people's interests, it motivates them to actually take action and do something about it.
1. If your call to action isn't specific enough, people won't know what they're being asked to do, but if it's too specific it seems cheesy.
2. "...What your are asking of people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience. Behavior change occurs when behavior is easy to do." (pg 114).
Question: What are some examples of successful calls to action? What about very unsuccessful calls to action?
Wing 4
ReplyDelete1. This wing highlights the final step in putting your plan to use: taking action.
2. A- Find a healthy balance in formulating a specific call to action. Don't make it too generic, but ensure it is clear what you want your audience to be doing.
B- It is easiest to ask for time first. Getting people invested at no monetary cost is the best way to form a long lasting, healthy, two way relationship.
How do you avoid scaring people away?
Wing Four
ReplyDeleteThesis: Wing Four combines the lessons learned in the previous three wings in order to motivate people towards action.
1a. Four design principles are used in order to motivate individuals act. They include: making it easy, making it fun, tailoring, and being open.
1b. It is also important to use discernment when deciding how to ask people to take action and which action to take. Initially it may make sense to ask for time and not money.
Question: How can you translate the design principles when your campaign is dealing with serious subject matter? Namely "having fun."
Thesis: Many campaigns’ efforts stop after engaging their audience, and fail to provide them with ways to actually do something, which is the root of Wing 4: Taking Action.
ReplyDeletePoint 1: The first principle in the call to action is providing people with a simple, easy task. According to a study, almost ½ of people cited a lack of time as the primary reason they don’t volunteer, so you need to make the ask small and concrete. The next task is to make the task fun, as there is strong evidence that connects “personal happiness with being engaged and proactive in giving back to the world” (129).
Point 2: The next principle is to tailor your needs to the individual skills and interests of your audience, and possibly inciting some friendly competition. When people feel that they have uniquely contributed to something, they are more likely to spread the word and contribute again. The final principle is to remain open, which is achieved through a commitment to, and sustained, transparency. It is equally important to design and recreate along with your audience, showing them that their feedback is really heard, and has an impact on your actions. This also will lead to increased participation and action.
Question: All of the examples provided in this book involved some kind of non-profit organization or initiative. Is this 4-winged strategy applicable to for-profit initiatives?
The fourth wing is about taking action by inspiring the audience to take action.
ReplyDeleteGetting your audience to take action requires the campaign to develop a strategy that will draw them in. This hook is needed to differentiate your mission from others.
The four design principles are EFTO: easy, fun, tailored, and open. These principles are necessary for convincing an audience to take action
What are good examples of campaign hooks?
The fourth wing describes and explains the question of action: how do you motivate action through action?
ReplyDeleteA successful motivation strategy will involve targeting your audience in a way that considers the following four aspects of motivation: making it easy, making it fun, tailoring the experience, and being open to new changes and ideas.
This call to action must be unique and carry a 'hook' that makes it distinctive, sticky and impossible to ignore.
What are some campaigns that have failed in every respect except for an appropriate hook?
1. Wing 4 is all about taking action and empowering others to cultivate a movement.
ReplyDelete2. a) A call to action. such as “call in the next five minutes” is a traditional way marketers have converted prospects to customers. They cannot be cheesy or cliche to have a successful effect. It’s important to use innovative social media tools in order to connect with the audience.
2. b) the framework, how to ask, is an easy way to visualize when to use correct phrases based on social distance and emotional intensity. For example, talking about climate change to a family member, you can ask them to support your cause. If you are talking to a celebrity about you dying child, you can require them to act.
Question: With the time-ask effect, how long can you wait between the two requests? Does it depend on the seriousness of what you are trying to accomplish?
1.) Wing 4 provides techniques and stories on taking action--taking action in the sense of developing the right types of tools to inspire your audience to take action, while also taking action in the sense of developing materials that make it easy for an individual to join your campaign's cause.
ReplyDelete1a.) Overwhelming an audience is unfortunately very easy to do. Too much information, or providing too many channels for an audience to get involved in, is an example of overwhelming. To be successful, a campaign must be direct, and specific on how they want their audience to take action.
1b.) The time-ask effect is solely focused around an audience's time. Time is money, especially in today's fast paced world, online and off. The time-ask effect can be used successfully by focusing on promotional tools, and ways to get involved based on how much time your audience has(which is not a lot). The easier and faster it is for an individual to get involved, the more likely they are to contribute to your cause.
Q: How do you measure how much time your audience has? Can you estimate? Different markets obviously have different time schedules. The big apple never sleeps...
Wing 4 discusses the concept of taking action, which is done to empower the target audience to take action and make change.
ReplyDeleteTake Action is “about requiring individuals to exert themselves and to make the transition beyond interested by what you have to say and actually doing something about it.” (111). One of the most effective ways to gain exposure on your social marketing campaign is by giving the public the opportunity to ‘take action’ themselves. By providing the public with simple and easy tools on how to get started, they will be more likely to engage and actually support your marketing cause.
“Helping people achieve small goals leads them naturally to adopt more ambitious behaviors, often without bigger intervention. For example, if the big goal is to convince people to be more environmentally friendly, ask them to do something small first.” (124)
When asking people for time and donations, which do you think is more effective; requiring participation or inviting people to participate?
1. Thesis: The call to action is the action taken by the target audience that supports the cause by knowing what you want, and how to get it by listening to your audience.
ReplyDelete2. A call to action is essential to the success of your campaign. If you do not provide a follow up and ask something of your audience (and show them exactly how to do it- making it as easy as possible) your whole campaign will simply be an educational speech…. If you are trying to create a change you need to provide the audience with a way to make that change.
3. There are 4 principals in the call to action process. They are: make it fun, make it easy, tailor, and be open.
4. Do you always ask for money directly? What is the best method for requesting that people pay?
Wing 4:
ReplyDelete1. Take Action: Empower others, enable them and cultivate a movement.
A. “Take Action is about requiring individuals to exert themselves and make transition beyond being interested by what you have to say to actually doing something about it” (p.111)
B. The psychology of asking tells you that the ask that you make has to literally compel the audience into action. There are many different types of asks, but only one constant: what you are asking people must be highly focused, absolutely specific, and oriented to action, so as to avoid overwhelming your audience.
Question: What are the best ways to ask for start-up entrepreneurs? I mean, I you are a young entrepreneur starting a small business what are the ways (the asks) known to be effective to raise money to fund your business?