The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change by Jennifer Aaker, Andy Smith | | Hardcover | Barnes & Noble
The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change / Edition 1

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change / Edition 1

3.8 6
by Jennifer Aaker, Andy Smith
     
 

ISBN-10: 0470614153

ISBN-13: 9780470614150

Pub. Date: 09/28/2010

Publisher: Wiley

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

Overview

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.

Product Details

ISBN-13:
9780470614150
Publisher:
Wiley
Publication date:
09/28/2010
Pages:
240
Sales rank:
336,792
Product dimensions:
5.80(w) x 8.30(h) x 0.90(d)

Table of Contents

Foreword by Chip Heath, author of Made to Stick and Switch.

Preface.

Introduction: Why Reading This Book Is Worth the Investment.

The Dragonfly Body The System That Keeps It Airborne.

Wing 1: Focus: How to Hatch a Goal That Will Make an Impact.

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

Wing 3: Engage: How to Make People Connect with Your Goal.

Wing 4: Take Action: How to Empower Others, Enable Them—and Cultivate a Movement.

Onward and Upward You’re Flying! Now What?

Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality.

Notes.

The Dragonfly Ecosystem.

About the Authors.

Index.

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