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


9780470614150
Retail Price: $25.95
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Format: Hardcover, 256pp.
ISBN: 9780470614150
Publisher: Jossey-Bass
Pub. Date: September 28, 2010

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Description and Reviews
From The Publisher:

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

"This book puts the 'social' back intosocial media. If you want to do something important, something seismic, then The Dragonfly Effect is the place to start." —Seth Godin, author, Linchpin

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 results—whether 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. 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



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Reviews

"The Dragonfly Effect is the single best road map to social media I have ever seen. With ideas rooted in research and examples rooted in life, it offers both big strategies and small tips that you can use to invigorate your business, increase your happiness, and maybe even change the world. So do yourself a favor: take two hours and read this remarkable book."
—Daniel H. Pink, author of A Whole New Mind and Drive


"The Dragonfly Effect is actionable, credible, and absolutely necessary for anyone looking to use social media and Facebook to drive social good."
—Sheryl Sandberg, COO, Facebook


"The Dragonfly Effect shows anyone how to get involved and take action on issues that matter to them. Its principles lay the foundation for any organization looking to harness the power of social media to champion a cause and create positive change in the world."
—Pierre Omidyar, founder and chairman, eBay, and founding partner, Omidyar Network


"So much of the recent focus on social technology has emphasized its power to distract. It is hugely gratifying to see a book that focuses on its power to attract, to powerfully bring together caring people around critical social problems to address them on a global scale. The same principles that make a YouTube video go viral can help bring disaster relief to Haiti. It is all just a matter of making it happen.Thanks to The Dragonfly Effect, you can now learn how."
—Geoffrey Moore, co-founder and managing director, TCG Advisors, and author of Crossing the Chasm and Dealing with Darwin


"This book makes envisioning, formulating, and executing a social media strategyan intuitive and—dare I say—fun process! The Dragonfly Effect shows how anyindividual or organization can turn their passion for reaching out to the world intoa concrete set of actions."
—Jessica Jackley, founder, Kiva and Profounder


"The Dragonfly Effect shows how social technology, openness, and empathy cancome together to change the world. Read this book to discover dynamic waysto harness this potential for good."
—Charlene Li, author of Groundswell and Open Leadership, and founder, Altimeter Group


 
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About the Authors

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.



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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 Inspire Others, Enable Them—and Create a Movement
Onward and Upward: You're Flying! Now What?
Afterword by Dan Ariely, author of Predictably Irrational
 
Notes
The Dragonfly Ecosystem
About the Authors
Index



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