This weekly blogging reflection is due as a threaded blog post below by Thursday, April 24 @ 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 (Foreword, Preface AND Introduction), 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
Onward and upward
ReplyDeleteThis chapter gives us belief that we can cultivate both social goods and profitability with Dragonfly effect, the design thinking focus on deep empathy, hypothesis creation, and rapid prototyping and testing.
-A single and measurable micro goal is important. Don`t aim for perfection because the perceptions-expectation gap may create anxiety and anger in your audiences and backfire your goal.
- Keeping the conversation going on will keep people`s enthusiasm about your goal. You also need to involve people who really care about your goals such as your family and friends. Making emotional connections mean connecting to other people, person to person, story to story, idea to idea. We need a GROUP EFFORT to fly as far as we can.
Question: Does "emotional buffering"give people misperception about bad behaviors and bad situations in life?
Onward and Upward:
ReplyDelete1.Now that we have read about the four wings, this chapter talks about what is suppose to happen now.
2. A) Stretch goals are, “what do I have to do each day to achieve the inspirational goal?” Realistic goals are, “what I need to do to not feel defeated when I go to bed at night.” These two goals are important because you don’t want to lose sight of your final goal but having realistic expectations goal allow you to follow the right course.
B) Small acts create big change, and working in concert maximizes your ability to go farther faster in any direction you choose. Using the four wings is a good way to start a campaign and have it be successful.
Question: What is the most commonly forgotten about wing and why?
Onward and Upward Chapter
ReplyDelete1. This chapter focuses on the promotion and profitability of social good through the use of social technology
-There are effective ways to overcome fear. One way the book discusses is by fostering a culture of rapid prototyping and another way is through a reward system because rewards activate dopamine receptors, which make us feel good and motivate us.
-Strategic use of expectations are important because working towards reaching a goal can be stressful. It's important that one set realistic expectations and create a practical plan to meet your goal. This was illustrated by research that showed people who set achievable deadlines for their paper turned it in closer to their deadlines and also performed better than those who had been overly ambitious in setting their goals.
Question--How do you know when you are setting "stretch" goals as opposed to expectations that may be "overly ambitious"?
Onward and Upward
ReplyDelete1. Coordination of efforts is key to the Dragonfly Model, where all four wings have to be in motion for you to get off the ground, gain speed, and take off.
2A. Small acts create big change, and working in concert maximizes your ability to go farther faster in any direction you choose. Always remember that you have the power to affect just one human, in one measurable way, the illusion of helplessness dissipates, and you feel inspired to make a difference. Remain motivated and continue to pursue your goal throughout the entire process.
2B. Making ideas spread also requires sending the right message. Making an emotional connection means connecting to other people, person to person, story to story, idea to idea. Movements that begin online must be backed by real-life action; otherwise there is no point.
Question: How do you get the people that follow your online campaign to support you offline?
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ReplyDelete1.Onward and Upward: Now that I possess the four wings of the butterfly, I must learn what is next and how to use this knowledge in the most effective way possible.
ReplyDelete2A. These wings can be used for more than just non-profits and social change without profit. Many believe that business and profits are highest when driven by a higher cause. There is no profit without purpose and no purpose without profit.
2B.Realistic expectations and staying focused (like in chapter 1) is just as important now at the end of the cycle. Motivation and avoiding the "fear factor" are key, as well as setting both stretch goals and reach goals.
Question:
- Where is the connection between online efforts and offline results? Is there any point where social media efforts are not enough and offline efforts must be made to expand?
Onward & Upward
ReplyDelete1. This chapter discusses what to do once we have the knowledge of the four wings.
2.a. After focusing on a single goal, grabbing your audiences attention, engaging them, and enabling them to take action, the fear factor sets in. Fear of failure can be controlled by fostering a culture of rapid prototyping or by setting up a rewards system. This will activate the dopamine system in your brain. Emotional buffering is also an effective way to control emotions that are creating a negative experience.
b. It is important to set goals along the way to help you remember your ultimate goal. These goals must contain realistic expectations to help you stay motivated and successful. Two types of useful goals are stretch goals, "what do I have to do each day to achieve the aspirational goal?" and realistic goals, "what do I need to do to not feel defeated when I go to bed?"
Question: What is the best way to determine if your goals are realistic, or not?
Onward and Upward
ReplyDeleteThesis: This chapter includes what happens after focusing on a single goal, grabbing attention, engaging your audience, and enabling them to take action.
1. Social good and profit-making don't have to exist separately, in fact their combination usually generates more profit and social good.
2. You don't necessarily have to have the 'big plan' figured out before taking the next step- it's actually counterproductive to over-think rather than confidently taking action.
Question: How can you tell if your goal is too broad?
This chapter cultivates all 4 wings we have discussed and articulates how to pull all of them together and apply them. The main focus of the chapter emphasizes promotion and profitability through the use of social media.
ReplyDeleteBeing able to capture the attention of an audience, and empower them to take action is a very powerful thing. People encounter the fear of failure by fostering a culture of rapid prototyping or by setting up a reward system. Creating emotion connections can be a very strong tool for reaching out to audiences.
It is also very important to focus your attention on a single goal at a time. Creating a single, micro, realistic goal is crucial because you need to be able to channel all of your energy into completing one goals, rather than trying to do too much.
“You have to spend money to make money.” How much money do you spend before you cut your loses and move on? How do you know when its enough?
1. This chapter brings together Wing’s 1-4 and focuses on cultivating social good and profitability simultaneously just as the book has shown throughout it's case studies
ReplyDeleteA. To reiterate once again, it is of great importance to grab attention of the audience. If the audience doesn’t care, well then, your message will not be going anywhere of importance. After their attention is grabbed, empowering them to take action and make a behavior change is the next step. The consumer must be able to see how he or she can ACTUALLY be involved and help towards this behavior change.
B. Creating social change for good is tough, but is not impossible. Developing a strategy, taking things one step at a time, checking, and re-checking again, testing, re-testing, telling a compelling story, and designing for collaboration are how one can start and implement social change desired. Last but not least, feeling you are powerful and confident in yourself is the key to success.
Q. How can you determine if your goals can be achieved? Say one wants to start a athletic sneaker company made entirely in the United States with zero outsourcing but also has zero funding. Is this too unrealistic?
Onward and Upward
ReplyDeleteThesis: This section focuses on using social good through the four wings we've learned about to better our world.
A: The authors describe the four projects Stanford University students have created using the Dragonfly Effect mechanism to make a difference in undeveloped countries. While the authors make creating significant social change sound so simple, it can be quite difficult at times. Distinguishing between stretch and realistic goals are important in clarifying what can be accomplished each day, to benefit the larger goal.
B: Social media is one of the most powerful and effective tools that we're able to use to successfully promote, engage and reflect upon the campaign at hand. Using the combination of the four wings and learning that promoting social change takes time and effort, we can make a difference in our society by working to achieve the main goal, one day at a time.
Question: What is an example of when the Dragonfly Effect approach wouldn't be relevant and how can the individual or group still successfully create social change?
Onward and Upward
ReplyDelete1.Passion can create behavior change and that can be done by just one person.
2.A) The book centers on the promotion of social good. The very phrase social good means different things to different people; the book defines it as a good or service that benefits the largest number of people in the greatest way possibly.
B) It is possible to control your fear which is beneficial because risk aversion (in people’s lives and within organizations) stems from fear of failure. Fear of failure or fear of losing the status quo, fosters inaction. In other words, fear is the enemy of change and innovation.
QUESTION: Do the wings ever change? Or will the wings ever change with the ever changing social media or if something new comes up?
Onward and Upward: This chapter discusses how to use the four wings in the "real world" and what happens after using them.
ReplyDelete1. Fear is a major factor in preventing successful campaigns from working. When something happens that is unusual or hard to predict, the amygdala is triggered which causes the reaction of fear. It's important to train your brain to trick itself and cause something positive instead of fear.
2. Something that comes along with controlling fear is emotional buffering. We are able to sway our emotions and control them more than we think. Studies have shown that we can experience anything positively but changing our emotions, even negative experiences.
Question: Emotional buffering seems like it can be a good thing if used correctly, but are there cases where it can be used in a negative way and ending with results you did not intend?
Thesis: The final chapter of the Dragonfly Effect is about putting all four wings together and eliciting social change through an effective social marketing campaign.
ReplyDelete2A. The Gold Rush is Back: Social media can shake things up without going through any bureaucratic process. It will keep your costs down, tell your story, grab analytics behind it and see what people are talking about.
2B. Getting ideas to take flight are most effective when you can connect to people's emotions. The power of emotion and emotional connection can help make an idea gain support and spread. Most viral videos are ones that connect to our limbic and reptilian brain, creating a deep emotional connection.
Question: Once we are moving along with our campaign and have received support, how do we get people to continue supporting our campaign for a long time. Months? Years?
Onward and Upward
ReplyDelete-This last section discusses how to utilize all that we have learned. The four wings of the butterfly are now to be brought together, and now must be used effectively to create the biggest difference.
1a.) The constant focus of how small acts create big change is a central focus of The Dragonfly Effect. Bringing all four wings together, in a smart and organized way is the only way to bring about big change. To reach these big goals one must develop stretch goals in order to reach the highest potential.
1b.) The term stretch goals coincide with the fact that a high set goal needs to always be in sight, having realistic expectations is necessary as well, but stretch goals can accomplish much more. Having the motivation in your organization to reach a stretch goal can increase motivation, and the feeling of purpose will be heightened.
Q: How can you determine if the stretch goals are actually stretch goals instead of being just goals that are wildly unattainable?
Thesis: This chapter describes some of the pitfalls that cause otherwise good campaigns to fail, or at least hinder success, and some of the ways these can be avoided.
ReplyDelete1a: One of these is fear, which is described as “the enemy of innovation” (148). The book describes several ways to conquer fear, including setting up an award system, emotional buffering, and experimenting with ideas before you feel they are fully realized. The next issue is expectation management, as unrealistic goal setting has been linked to failure. The book suggests identifying whether your goals are realistic goals and stretch goals.
1b: This chapter also discusses the perception-expectation gap, the gap between what you promise and what you deliver. They suggest that you avoid aiming for perfection, and instead for what you know you can deliver “by balancing a desirable goal with what’s feasible” (153). Finally, they cautioned against not being transparent on social media, and making sure you back your online following with real action.
Question: The book suggests trying out your ideas before they are fully realized (prototyping), but if you try out several unsuccessful strategies, won't that give the appearance of disorganization or poor planning?
Thesis: Web 2.0 is not just for connecting with others, it can also be used as a powerful tool to bring about positive social change.
ReplyDeleteSupport 1: You cannot let fear overwhelm you when pursuing your goal. Fear of failure fosters inaction. Anticipation of small and meaningful rewards can release just the right amount of dopamine to keep you excited about new things.
Support 2: Set goals that are attainable. Set stretch goals and realistic goals. Stretch goals will tell you what you need to do each day to achieve the aspirational goal while realistic goals will tell you what you need to do to not feel defeated at the end of the day.
Question: Is social marketing as easy as the book makes it seem?
1. The final chapter is bittersweet. We have learned all of the wings and now we are given a description of the next steps to take now that we have all wings in motion.
ReplyDelete2. "Although speeding toward any goal might feel overwhelming at times, its imperative that you don't get bogged down, but rather remain motivated and continue pursuing your goal."
"Not only is it imperative to set realistic expectations for the sake of your own mental health, it's a prerequisite to keeping your audience engaged."
Q: Do you just pack it in if none of your wings are working?
1. The focus of this chapter is taking all of the concepts previously discussed and channeling it to make a difference.
ReplyDelete2. A. When discussing goals there are too kinds, stretch and realistic. Stretch goals are what you can do each day to achieve the aspirational goal while realistic goals are what you need to do each day to not feel defeated at the end of the day. Both of these are important to keep in mind when working towards a goal.
B. In order to succeed in a long-term way, you must make it a group effort. Many people must be passionate and have the drive to achieve a common goal. Al Gore is stated in the book as saying “If you wish to go quickly, go alone. If you want to go far, go together.
3. Question- There are many success stories to look at around us. I am curious as to if any of the people involved have read this book.
This Chapter talks about how we can cultivate social good and profitability now that we have the basic understanding of the Dragonfly effect wings.
ReplyDelete1. It is important not to lose sight of your Stretch goals, but Realistic goals are useful to buffer you from burnout and allow you to stay the course.
2. It may seem like common sense, but it is critical to evoke emotion to the best of your ability and create an emotional connection because that is what resonates with people the most.
Q: We must be aware of "the dark side of technology" but isn't all publicity, good publicity?
1. This Chapter titled, "Onward and Upward" discusses the next steps of our marketing processes now that we know the essential information of the various body parts of the dragonfly.
ReplyDelete2.a. It is important to set goals. The two types that this chapter covers are "stretch" and realistic goals. My current job has me set these on a week to week, month to month, and yearly basis; they are called "inspirational" and "smart" goals.
2.b. Connecting deeply with the target market on an emotional level is key. This emotional connection will stick with people in any type of market; from cars to food and even including service goods.
3. You can't fly without all of your wings, but is it possible to account for the weakness of one wing with the bolstering of another?
Thesis: This chapter discusses how to combine everything learned in each of the wings to bring about social good and change, in order to channel difference.
ReplyDelete1. Make sure to set goals that are attainable. They need to be realistic in order for you to achieve them and work toward your larger goal
2. Do not let fear overcome you when working toward your goal. Fear of failure interrupts success. Work towards small and meaningful steps to keep you excited about the overall goal you are working to achieve.
Q: What are some challenges in social marketing that this book does not address?
1. After your complete the four wings your campaign is not over, and it is important to consider the next steps to take.
ReplyDelete2. Staying focused throughout your campaign allows for all 4 wings to work together effectively. You must consider your goals throughout the campaign and stay on task.
3. It is hard to create a social change for good. You have to develop a solid strategy and continue to evaluate it throughout the entire course of the campaign. You must continue to make sure each aspect of your strategy is being addressed. For example you must continue to make sure your audience is considered and engaged.
4. What will the 4 wings look like in 10 years from now?
Onwards & Upwards
ReplyDeleteThis chapter talks about the next steps after you have mastered and completed the four wings.
1. It is possible to make money while also being socially conscious and accomplishing social good. Many companies have done so with immense success.
2. The goals you set should be attainable and realistic so you actually complete them. If your goals are to immense, you may become overwhelmed and become unable to complete them.
Question
How can I start working in social marketing today?
Thesis: You can bring about massive change and drive social good if the internet is used strategically and thoughtfully.
ReplyDeleteThe basic premise of the Dragonfly Model is that a simple, concrete, measurable goal is necessary to serve as the Engine, the North Star and a Benchmark.
Always differentiate the stretch goals from the realistic goals as accomplishing realistic goals will prevent burnout and allow you to stay on course.
Question: How do we measure realistic versus stretch goals; are their guidelines to determine if a goal if realistic.
Onward & Upward
ReplyDelete1. This chapter is the aftermath of the 4 wings and discusses what should come next. This chapter discussed how to use what you have read and learned and effectively use it and apply it to real life yourself.
2a. Having things planned out to much could also cause an issue if something small changes it and you feel you need to stick to your current plan like glue. Rough ideas and guidelines are nice to have but never think plans can't be changed.
2b. Even though we have learned all of the sections and the order to use them we now approach the factor of fear in failing at the execution of your plan.
Question: How do you set a reachable goal with out being to over confident but ensuring your goal isn't to easy to reach?
Onward and Upward
ReplyDelete1. This chapter sums up what the author hopes you will gain from the book, and states that as an individual you have the ability affect other people positively.
2.A. Although being ambitious is a good thing in terms of getting your work done, but being overly ambitious can hinder your progress at times. It’s important to manage the balance between desirability and feasibility. Overall, focus on the realistic aspects of your goals, when the stretch ones become overwhelming.
B. Accumulating people who are interested in your campaign, and willing to get more involved is not always enough. The final goal is not just to get 100,000 people into your group; rather, now that you have the attention of 100,000 members, your goals is to inspire and enable your group to take action.
Question— Is there a sequel I can get my hands on??
ONWARD AND UPWARD - The final chapter wraps up what will happen after all 4 wings have been utilized, and reminds the reader that every individual person can have an impact on the greater good.
ReplyDelete1. The greatest goal a company can achieve is when social good aligns with profit making. These two separate goals are not opposites, but rather "independent dimensions" that should be pursued equally.
2. One of the "dark sides" of social technology that this chapter discusses is the fact that your cause can appear to be extremely active without actually contributing to the source of the problem. Social media has the ability to make many, many people aware of your cause, but the end goal is to get those people to actually do something to change the problem.
QUESTION: If you have a campaign that has earned a lot of attention and gained many followers, but aren't seeing the intended behavior change, what are some strategies to take it to the next step? For example, say you have a campaign urging people to donate money. If you have tons of followers on Facebook, countless people re-tweeting on Twitter, etc, but no one is actually donating money to your cause.
Onward and upward
ReplyDelete1. This chapter combines all of the wings of the dragon fly and reminds us how we can use the internet to create social change.
2.a There are several ways to control fear by manipulating the amigdala, one of those ways is emotional buffering.
b. Doing good does not always mean not making a profit. By having dual goals there is a possibility to do social good and to make a profit.
Question: the book makes fear seem like something easy to control, is it difficult to utilize these strategies and reduce fear in your life?
1. The purpose of this chapter is to summarize the wings and discuss how to use the skills learned by catering them to your own campaign.
ReplyDelete2. A) The first thing that I found important in this chapter was the section about how to overcome fear when attempting a campaign. The amygdala is the part of the brain associated with pain and can be controlled. One way is to produce rapid and cheap prototypes instead of being afraid of overthinking or over planning.
B) The second thing I learned in the chapter is that even though most of the projects are supposed to be moved through quickly, for long-term success, it is important to work in groups. The message people give out is what gives campaigns that human touch and will make them sustainable for the long term.
Question: How do you deal with criticism when people have high expectations for social good and judge you for how you run the campaign?
1. This section of the book brings together all the wings of the dragonfly effect and explains how they can be used to bring about social change.
ReplyDelete2.a. Making sure that you have your audiences attention is one of the most important parts of creating an effective campaign. If you don't have your audiences attention in the beginning then you will not be able to influence them.
2.b. It is very important to be realistic when you are creating the goals for your campaign. If you set your goals to an unrealistic level then it can result in you not reaching your goals. Set goals at an attainable level so that you can achieve what you set out to do.
Question: I feel that the most important part of a campaign is getting your audience's attention, Is it the most important, and if not what is?
This chapter is about what comes next in the campaign process, and how to use the skills we've learned most effectively.
ReplyDeleteUsing a campaign strategy that also brings positive social change and possibly charitable gifts can be used and be extremely successful.
Goals should be attainable. Have a realistic idea of what's possible and come up with attainable steps.
What's a good reality check for realizing a plan is possible of not? How do you define your boundaries without limiting yourself?
Onward and Upward, team!
ReplyDeleteHave fun, be powerful - good luck!
Dr. Rob
Onward and Upward
ReplyDelete(1) After the four actions have taken place, you need to learn how to apply these life lessons to yourself and your everyday life.
1- If you plan too far ahead or too specifically, it could potentially make you worse off. Plans should be flexible and should be more of a structure as opposed to a step-by-step procedure that has to be followed.
2- It is so vital to take your plans one step at a time and direct your focus to a smaller fraction as opposed to trying to handle it all at once. Smaller goals will help you become more successful in the long run.
Question: What is the most essential part of a plan to become successful?
Onward and Upward:
ReplyDelete1. After reading about the four wings of the dragonfly effect, now what happens?
A) It is now becoming clear that we can harness Web 2.0 tools strategically and thoughtfully to bring a massive change and drive social good.
B) “Making a profit and creating social good are not opposite on one continuum. They are two independent dimensions: two goals that can and should coexist and be pursued together” (p.146)
Question: Which of the four wings is the least used? Why?