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

by Jennifer Aaker; Andy Smith; With: Carlye Adler; Foreword by: Chip Heath; Afterword by: Dan Ariely

• ISBN13: 9780470885604
• ISBN10: 0470885602
• Format: eBook
• Copyright: 2010-08-01
• Publisher: Jossey-Bass

Summary

Proven strategies for harnessing the power of social media to drive social changeMany 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 StatesThe Dragonfly Effect shows that you don't need money or power to inspire seismic change.

Table of Contents

Foreword

Preface

Introduction: Why Reading This Book Is Worth the Investment

The Dragonfly Body: The System That Keeps It Airborne

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

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

Engage: How to Make People Connect with Your Goal

Take Action: How to Inspire Others, Enable Them-and Create a Movement

Onward and Upward: You're Flying! Now What?

Afterword

Notes

The Dragonfly Ecosystem

About the Authors

Index

Table of Contents provided by Publisher. All Rights Reserved.