讲故事的力量关于社交媒体非营利组织可以向私营部门传授什Word格式文档下载.docx

讲故事的力量关于社交媒体非营利组织可以向私营部门传授什Word格式文档下载.docx

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Companiesarespendingcountlesshoursandmillionsofdollarstryingtomastersocialmedia.Isthisarevolutionaryplatformthatcandriveevery-thingfromcustomerrelationshipstoproductdevelopment—orjustanotherformofmarketing?

InanewbooktitledTheDragonflyEffect,StanfordUniversitymarketingprofessorJenniferAakerandmarketingstrategistAndySmithseektoanswerthesequestionsbyexaminingnumerousexamplesofsocialmediaatwork,distillingaframeworkforinspiringinfectiousaction.

Oneofthefour“dragonflywings”thatcomprisetheauthors’frameworkandgivethebookitsnameisengagement,whichtheydefineas“trulymakingpeoplefeelemotionallyconnectedtohelpingyouachieveyourgoals”throughstorytelling,authenticity,andestablishingapersonalconnection.Presentedhereisanexcerptadaptedfromthebook,followedbyadiscussionbetweentheauthorsandDanSinger,adirectorinMcKinsey’sNewYorkoffice.Theconversationfocusedonlessonsusefulforleadersseekingtoboosttheirorga-nizations’marketingeffectivenessbyengagingcustomersthroughsocialmedia.Thebottomline:

usingsocialmediatocapturepeople’sattentionisdifferentfromtraditionaladvertising,andcompaniesthatmeasuretheeffectivenessofthesenewchannelsbysimplycountingFacebookfansshouldrethinktheirapproach.

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ThepowerofstorytellingScottHarrisonwasatthetopofhisworld.The28-year-oldNewYork–basednightclubandfashionpromoterexcelledatbringingmodelsandhedge-fundkingstogetherandsellingthem$500bottlesofvodka.Hehadmoneyandpower.Yethislifestylebroughtsomethingelse:

emptiness.Harrisonfeltspirituallybankrupt.Sohewalkedaway,volunteeringtoserveonafloatinghospitalofferingfreemedicalcareintheworld’spoorestnations.Servingastheship’sphoto-journalist,Harrisonwasquicklyimmersedinaverydifferentworld.Thousandswouldflocktotheshiplookingforsolutionstodebilitatingprob-lems:

enormoustumors,cleftlipsandpalates,flesheatenbybacteriafromwaterbornediseases.Harrison’scameralensbroughtintofocusastonishingpovertyandpain,andhebegandocumentingthestrugglesofthesepeopleandtheircourage.Aftereightmonths,hemovedbacktoNewYork,butnottohisformerlife.Awarethatmanyofthediseasesandmedicalproblemshewitnessedstemmedfrominadequateaccesstocleandrinkingwater,hedecidedtodosomethingaboutit.In2006,hefoundedcharity:

water,anonprofitdesignedtobringcleanandsafedrinkingwatertopeopleindevelopingnations.Harrisonlaunchedtheorganizationonhis31stbirthdaybyaskingfriendstodonate$31insteadofgivinghimagift.Itwasasuccess—thebirthdaygen-erated$15,000andhelpedbuildcharity:

water’sfirstfewwellsinUganda.Inthethreeyearsthatfollowed,Harrison’ssimplebirthdaywishsnowballedintodonationsthattodaytotalmorethan$20million,translatingintoalmost3,000waterprojectsspanningeverythingfromhand-dugwellsanddeepwellstoprotectionforspringstorainwaterharvesting.Theorganizationhasnowprovidedcleanwatertomorethan1.4millionpeoplespanning17coun-tries.Itssuccesscanbeexplainedthroughfourdesignprinciplesforgener-atingengagementwithabrandthroughsocialmedia.Tellastory.Harrison’spersonaljourney—evokingthemesofredemption,change,andhope—engagedothersonanemotionallevel.BycandidlydiscussinginmediainterviewsandYouTubevideoswhyandhowhestartedcharity:

water,thethoughtful,accessible,andyouthfulHarrisonhelpedviewersfallinlovewithhimandhiscause.Empathizewithyouraudience.Letpeopleengagewithyourbrandtolearnwhat’simportanttothemandhowitrelatestoyourcampaign.charity:

waterevokedempathythroughtheuseofphotographsandvideosthatrevealedtheurgencyofthewaterprobleminthedevelopingworld.Insteadofrelyingjustonstatistics,theorganizationpromotedcompellingstoriesthatforcedpeopletothinkaboutwhatitwouldbeliketolivewithoutaccesstocleanwater.

Social-mediaengagement:

Acasestudyfrom

TheDragonflyEffect

Thiscasestudy

isadaptedfrom

JenniferAaker

andAndySmith’s

TheDragonfly

Effect（Jossey-

Bass,September2010.

February2011

3

Emphasizeauthenticity.Truepassioniscontagious,andthemoreauthen-ticityyouconvey,themoreeasilyotherscanconnectwithyouandyourcause.Becauseofcharity:

water’scommitmenttotransparency,donorsnotonlyunderstandthehistorythatgaverisetotheorganizationbutalsoknowexactlywheretheirmoneygoes.Reportsandupdatesonthecharity’sWebsiteconnectdonorsdirectlytotheresultsoftheirgenerosity.

Matchthemediawiththemessage.Howandwhereyousaysomethingcanbeasimportantaswhatyousay.charity:

waterhasastaffmemberdedicatedtoupdatingvarioussocial-mediaplatformsandcreatingdistinctivemessagesforTwitterandFacebookfanpages.Theorganizationalsoreliesheavilyonvideo.Oneofcharity:

water’smosteffectivevideoprojectsinvolvedconvincingTerryGeorge,thedirectorofthefilmHotelRwanda,tomakea60-secondpublic-serviceannouncementinwhichmoviestarJenniferConnellytookacontainertoNewYorkCity’sCentralPark,filleditwithdirtywaterfromthelagoon,andbroughtithometoservetohertwochildren.Thepro-ducersoftherealityTVshowAmericanIdolagreedtobroadcastthespotduringtheprogram,ensuringthatmorethan25millionviewerssawit.

Viral-videocampaignsandafocusonsocialmediahelpcharity:

waterspreadtheword.

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ThepowerofstorytellingDanSinger:

Ifyoulookatpowerfulsocial-mediacampaignsorinitiatives,

what’stheessenceofgoodstorytelling?

JenniferAaker:

Goodstorieshavethreecomponents:

astrongbeginning,

astrongend,andapointoftension.Mostpeopleconfusestorieswith

situations.They’lltellaboutasituation:

Xhappened,Yhappened,Zhappened.

ButagoodstorytakesY,themiddlepartofthestory,andcreatestensionor

conflictwherethereaderortheaudienceisdrawnintothestory,what’sgoing

tohappennext.

Treatingstoriesasassetsisanunderrealizedidearightnow.Storiesserveas

gluetounifycommunities.Storiesspreadfromemployeetoemployee,from

consumertoconsumer,and,insomecases,fromemployeetoconsumeror

consumertoemployee.Storiesaremuchmorememorablethanstatisticsor

simpleanecdotesandareamechanismthatallowscommunitiestogrow.

Strongstoriescanbetoldandretold.Theybecomeinfectious.

Thereareatleastfourimportantstoriesthatallcompaniesshouldhaveintheir

portfolio.Thefirstisthe“whoamI?

”story—youknow,howdidweget

started?

Thesecondisthe“vision”story,the“wherearewegoinginthe

future?

”Thismayormaynotbeconnectedtothe“whoarewe?

”story.Athird

isthe“apologyandrecovery”story.Inanylong-termrelationship,thereis

inevitablygoingtobetransgression.Butitisremarkabletoseehowfew

companieshavethoughtthroughwhatatransgressionisforthemandhow

theymightrespondtoit.Thefinaltypeofstorythatbecomesreallyimportant

forcorporationstohaveintheirbankisthe“personal”story:

whatarethe

personalstoriesthatarebeingincubatedandcultivatedwithinthe

organization?

Thisisaverydifferenttypeofstory.Thisshinesalighton

peopleratherthantheorganization.

DanSinger:

Isitthestorythatresonates?

Orisitthestoryteller?

AndySmith:

Thestoryisthemostimportantthing.Youdon’thavetobe

famoustotellagoodstory.Whereitreallydoescomebacktothestorytelleris

authenticity.Peoplehavetobelieveyou.Andyouhavetobelieveinthestory

yourselfinordertobeeffective.

Thereasonauthenticitybecomesimportantinsocialmediaisthatasyouthinkaboutcustomersoremployeessteppingtowardacause,it’softentimesdonewhentheytrusttheentity.Whentheystepawayfromanorganization,cause,orgoal,it’softenbecausetheyfeelit’soverlymanufactured,overlyprofessional,somethingtopotentiallydistrust.

McKinsey’sDanSingertalkswiththeauthorsofTheDragonflyEffect

JenniferAakeristheGeneralAtlanticProfessorofMarketingatStanfordUniversity’sGraduateSchoolofBusiness.AndySmith

isamarketing

strategist

andprincipal

atVonavona

Ventures.

5

Whatcanbusinesseslearnfromfolksinthesocialsectorwhousesocialnetworksandsocialmedia?

Allfour“wings”ofthedragonflyactinconcert.Thefirstwingisfocus:

whatisyoursinglesmall,concretegoal?

Thatgoalshouldbemeasurableovertimesoyouseehowcloseyou’regettingtoit.Thesecondwingisgrabbingattention,makingpeoplelook.Thatisverysimilartomoretraditionalmeansofmarketing.Thethirdwingisengagement,tellingthestory,whichalsohasbeenimportantinthepast.Buthowdoyouenableactiononthepartofemployeesandcustomers?

Thatisverynewtothesocial-mediaworld.Whenyouexecuteonthesefourwings—whenfoursmallactsaretakeninconcert—that’swhenyougetamplificationorinfectiousaction.

Sohowdoyouassesscompanies’effortstodateagainstthedragonflyframework?

Areweintheearlydays?

It’snotexactlytheearliestday.There’sthishangovereffectfromtraditionalmedia.Youca