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

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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change (eBook) Pub. Date: 8/20/2010 Publisher: Wiley, John & Sons, Incorporated
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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Pub. Date: 9/28/2010 Publisher: Wiley, John & Sons, Incorporated

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Overview

""This book puts the 'social' back into social media. If you want to do something important, something seismic, then The Dragonfly Effect is the place to start."-Seth Godin, author, Linchpin" "Many Books Teach The Mechanics Of using Facebook, Twitter, and YouTube to compete in business. But no book has addressed 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, The Dragonfly Effect reveals how four key actions can come together to produce colossal results. By learning how to effectively Focus, Grab Attention, Engage, and Take Action, everyday people can achieve unprecedented resultsûwhether they are looking to ignite a corporate program, save a life, or change the world. Jennifer Aaker and Andy Smith show how individuals, armed with only an Internet connection, were able to find an almost impossible bone marrow match for a friend, raise millions for cancer research, create widespread corporate engagement with consumers and employees alike, and even elect the current president of the United States." Featuring dynamic, original case studies of global organizations like Gap, Starbucks, Kiva, Nike, eBay, and Facebook, as well as start-ups like Groupon and COOKPAD, The Dragonfly Effect shows how they achieve both social good and customer loyalty by leveraging the power of design thinking with practical strategies. With additional "Expert Insights" from key thought leaders and social media strategists Charlene Li, Randi Zuckerberg, Robert Scoble, Avinash Kaushik, and Oren Jacob, The Dragonfly Effect shows you ,how to bring people together in the age of distraction, and how to inspire widespread change without money or power.

Editorial Reviews

Publishers Weekly

Marketing gurus (and married couple) Aaker and Smith turn Aaker's popular class at the Stanford Graduate School of Business into a handbook on using the power and popularity of social media to do good in the world. They employ real-world examples--an e-mail campaign to register bone marrow donors for hard-to-match patients, a Colombian engineer who used Facebook to organize a protest against the Revolutionary Armed Forces, Obama's grassroots campaign, the microlending site Kiva--to illustrate their mantra F+GET: "Focus, Grab Attention, Engage, Take Action." This is the "Dragonfly Effect," named for the insect's ability to move in any direction when its four wings work together. Specific, practical advice teaches readers how to translate anything--a product, service, community concern--into a powerful narrative that invites participation, how to communicate with potential supporters, how to craft a compelling video, and more. A fascinating, comprehensive guide for how to take your cause and compassion viral. (Oct.)

Product Details

ISBN-13: 9780470614150
Publisher: Wiley, John & Sons, Incorporated
Publication date: 9/28/2010
Edition number: 1
Pages: 240
Sales rank: 175,937
Product dimensions: 5.80 (w) x 8.30 (h) x 0.90 (d)

Meet 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.

Foreword

Preface Chip Heath Heath, Chip

Introduction: Why Reading This Book Is Worth the Investment Chip Heath Heath, Chip

The Dragonfly Body: The System That Keeps It Airborne Chip Heath Heath, Chip 1

Wing 1 Focus: How to Hatch a Goal That Will Make an Impact Chip Heath Heath, Chip 19

Wing 2 Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World Chip Heath Heath, Chip 49

Wing 3 Engage: How to Make People Connect with Your Goal Chip Heath Heath, Chip 73

Wing 4 Take Action: How to Empower Others, Enable Them-and Cultivate a Movement Chip Heath Heath, Chip 107

Onward and Upward: You're Flying! Now What? Chip Heath Heath, Chip 143

Afterward Chip Heath Heath, Chip 165

Notes Dan Ariely Ariely, Dan 173

The Dragonfly Ecosystem Dan Ariely Ariely, Dan 191

About the Authors Dan Ariely Ariely, Dan 201

Index Dan Ariely Ariely, Dan 203

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RolfDobelli

Posted September 30, 2011

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When you use social media to advance your cause, amazing things can happen.

Social media endow ordinary people with extraordinary powers of communication. You can use these powers to good purpose by following the advice of the husband and wife writing team, Jennifer Aaker and Andy Smith, who collaborated with journalist Carlye Adler. Their "Dragonfly Model" teaches you to harness social media to promote positive social change. The authors include tips, templates and cheat sheets to aid you in your quest, and include shining tales of corporate, nonprofit and individual heroes. Their website connects you with others with whom you can exchange stories and share resources. getAbstract recommends this model to small businesses, nonprofits or any potential hero striving to make a difference.
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