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

by Aaker, Jennifer; Smith, Andy; Adler, Carlye; Heath, Chip; Ariely, Dan

• ISBN13: 9780470614150
• ISBN10: 0470614153
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-09-28
• Publisher: Jossey-Bass

Summary

"The Dragonfly Effect" shows how to tap social media and consumer psychological insights to achieve a single, concrete goal. The text features original case studies of global organizations to demonstrate how they achieve social good and customer loyalty.

Author Biography

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.

Table of Contents

Foreword by Chip Heath, author of Made to Stick and Switch	p. ix
Preface	p. xi
Introduction: Why Reading This Book Is Worth the Investment	p. xiii
The Dragonfly Body: The System That Keeps It Airborne	p. 1
Focus: How to Hatch a Goal That Will Make an Impact	p. 19
Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World	p. 49
Engage: How to Make People Connect with Your Goal	p. 73
Take Action: How to Empower Others, Enable Them-and Cultivate a Movement	p. 107
Onward and Upward: You're Flying! Now What?	p. 143
Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality	p. 165
Notes	p. 173
The Dragonfly Ecosystem	p. 191
About the Author	p. 201
Index	p. 203
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