"When working to grab attention in a social media campaign, we suggest four design principles: 1)personal: create with a personal hook in mind; 2) unexpected: people like consuming and then sharing new information—draw them in by piquing their curiosity; 3) visual: show, don’t tell—photos and videos speak millions of words; and 4) visceral: design the campaign so it triggers the senses through sight, sound, hearing, or taste." Downloaded from the web on 1/9/2011 at http://www.ssireview.org/articles/entry/the_dragonfly_effect/
This morning a former student of mine sent me an email which described his fear at plunging into the Atlantic ocean in January - and his willingness to do so because he wanted to help raise funds for the Special Olympics (a program for special needs children and adults). He was successful at grabbing my attention and generated a small donation to his cause. He successfully used social media to pique my interest and compelled me to care about his cause.
This approach is catching on and I expect to see more and more social programs (with psychological and healthcare programs following as well) using the "dragonfly effect" to raise funds. Evaluators will have to understand the basic principles and dynamics of this approach to successful social marketing.
No comments:
Post a Comment