Aaker / Smith / Adler The Dragonfly Effect

Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change
1. Auflage 2010
ISBN: 978-0-470-88559-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 240 Seiten, E-Book

Proven strategies for harnessing the power of social media todrive social change
Many books teach the mechanics of using Facebook, Twitter, andYouTube to compete in business. But no book addresses how toharness the incredible power of social media to make a difference.The Dragonfly Effect shows you how to tap social media andconsumer psychological insights to achieve a single, concrete goal.Named for the only insect that is able to move in any directionwhen its four wings are working in concert, this book
* Reveals the four "wings" of the Dragonfly Effect-and how theywork together to produce colossal results
* Features original case studies of global organizations like theGap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups likeGroupon and COOKPAD, showing how they achieve social good andcustomer loyalty
* Leverage the power of design thinking and psychologicalresearch with practical strategies
* Reveals how everyday people achieve unprecedentedresults-whether finding an almost impossible bone marrow match fora friend, raising millions for cancer research, or electing thecurrent president of the United States
The Dragonfly Effect shows that you don't need money orpower to inspire seismic change.

Autoren/Hrsg.

Aaker, Jennifer

Smith, Andy

Adler, Carlye

Weitere Mitwirkende

Heath, Chip

Ariely, Dan

Inhaltsverzeichnis

Foreword by Chip Heath, author of Made to Stick andSwitch.
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, EnableThem--and Cultivate a Movement.
Onward and Upward You're Flying! Now What?
Afterword by Dan Ariely, author of PredictablyIrrational and The Upside ofIrrationality.
Notes.
The Dragonfly Ecosystem.
About the Authors.
Index.

Über Autor(innen)

A social psychologist and marketer, Jennifer Aaker is theGeneral Atlantic Professor of Marketing at Stanford University'sGraduate School of Business. Her research focuses on time, money,and happiness, and how small acts create significantchange--fueled by social media. Her work has been featured ina variety of media including The New York Times, WallStreet Journal, Washington Post, BusinessWeek,Forbes, and NPR, as well as CBS MoneyWatch.
Andy Smith is a principal of Vonavona Ventures, where headvises 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, AnalysisGroup, Polaroid, Integral Inc., and PriceWaterhouseCoopers.