How to make people connect with your goal
This chapter gives an inspiring synopsis on keeping on task. It began with the following quote by Tony Dorsett: “To succeed you need to find something to hold on to,
Something to motivate you,
Something to inspire you.”
The authors explored (p.76) in Wing 2: Grab Attention, many customers have fan pages on Facebook or talk to their followers on Twitter. This was conveyed through idea pages and tweets. Non-profit organizations, businesses, and even the military have taken advantage of using this media in engaging its customers. For instance, Proctor and Gamble’s Pampers brand, Dell Outlet, TVGuide.com all took advantage of using social media as a marketing tool. A highly engaged campaign entailed transparency, interactivity, immediacy, facilitation, commitment, cocreation, collaboration, experience, and trust. In order to engage necessitates four design principles.
First, tell a story then emphasize as Zappo’s CEO did in April 2007 to boost sales. He started tweeting and by April 2010 he had over 1.7 million followers therefore increasing sales. This is synonymous to word-of-mouth. The third design principle must be authentic and above all match the media. This means that each social media user have their favorite site whether Facebook or Twitter. In summary, always align communication, content, and context. With all these principles in place the next wing, wing 4, take action will empower others enabling them and cultivating a movement while keeping the words of Bill Gates in mind:
“As we look ahead to the next century,
Leaders will be those who empower others.”
Aaker, J., & Smith, A. (2011). The dragonfly effect. Stanford Social Innovation Review, 9(1), 30-35.
Aaker, J., & Smith, A. (2011). The dragonfly effect. Stanford Social Innovation Review, 9(1), 30-35.
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