The Dragonfly Effect

Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change
1. Auflage 2010
ISBN: 978-0-470-61415-0
Verlag: John Wiley & Sons Inc

Buch, Englisch, 240 Seiten, Format (B × H): 150 mm x 217 mm, Gewicht: 363 g

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.

Autoren/Hrsg.

Aaker, Jennifer

Smith, Andy

Weitere Mitwirkende

Adler, Carlye

Heath, Chip

Ariely, Dan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

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

Preface xi

Introduction: Why Reading This Book Is Worth the Investment xiii

The Dragonfly Body The System That Keeps It Airborne 1

Wing 1: Focus: How to Hatch a Goal That Will Make an Impact 19

Wing 2: Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World 49

Wing 3: Engage: How to Make People Connect with Your Goal 73

Wing 4: Take Action: How to Empower Others, Enable Them—and Cultivate a Movement 107

Onward and Upward You’re Flying! Now What? 143

Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality 165

Notes 173

The Dragonfly Ecosystem 191

About the Authors 201

Index 203

Über Autor(innen)

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.