The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change (Google eBook)

Jennifer Aaker, Andy Smith

John Wiley & Sons, Aug 20, 2010 - Business & Economics - 240 pages

Proven strategies for harnessing the power of social media to drive social change

Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book addresses how to harness the incredible power of social media to make a difference. The Dragonfly Effect shows you how to tap social media and consumer psychological insights to achieve a single, concrete goal. Named for the only insect that is able to move in any direction when its four wings are working in concert, this book

• Reveals the four "wings" of the Dragonfly Effect-and how they work together to produce colossal results
• Features original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups like Groupon and COOKPAD, showing how they achieve social good and customer loyalty
• Leverage the power of design thinking and psychological research with practical strategies
• Reveals how everyday people achieve unprecedented results-whether finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States

The Dragonfly Effect shows that you don't need money or power to inspire seismic change.

What people are saying

Review: The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change

User Review  - Jessica - Goodreads

Engaging, quick to read and inspiring. I loved the practical, pared-down advice and the case studies of successful orgs.

Review: The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change

User Review  - AngelaGay Kinkead - Goodreads

Still trying to get my head around how to use social media for good. This book focused more on the for-profit world's desire to tap into social change. Still, I learned some things.

Contents

• The Dragonfly Body The System That Keeps It Airborne: 1
• Focus How to Hatch a Goal That Will Make an Impact: 19
• Grab Attention How to Stick Out in an Overcrowded: 49
• Engage How to Make People Connect with Your Goal: 73
• Take Action How to Empower Others Enable Them: 107
• Onward and Upward Youre Flying Now What?: 143
• Afterword by Dan Ariely author of Predictably Irrational: 165
• Notes: 173
• The Dragonfly Ecosystem: 191
• About the Authors: 201

About the author

A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University's Graduate School of Business. Her research focuses on time, money, and happiness, and how small acts create significant change—fueled by social media. Her work has been featured in a variety of media including The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, and NPR, as well as CBS MoneyWatch.

Andy Smith is a principal of Vonavona Ventures, where he advises companies on marketing, customer strategy, and operations. Over the past 20 years, he has served as a high tech executive, leading teams at Dolby Labs, BIGWORDS, LiquidWit, Intel, Analysis Group, Polaroid, Integral Inc., and PriceWaterhouseCoopers.

Bibliographic information

• Title: The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change
• Authors: Jennifer Aaker, Andy Smith
• Contributors: Carlye Adler, Chip Heath, Dan Ariely
• Publisher: John Wiley & Sons, 2010
• ISBN: 0470885602, 9780470885604
• Length: 240 pages
• Subjects: Business & Economics / General