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

Aaker, Jennifer; Smith, Andy

Published by Jossey-Bass
ISBN 10: 0470614153 / ISBN 13: 9780470614150
Used / Hardcover / Quantity Available: 0
Available From More Booksellers
View all  copies of this book

About the Book

We're sorry; this specific copy is no longer available. AbeBooks has millions of books. We've listed similar copies below.

Description:

0470614153 BRAND-NEW, Unread Copy in Perfect Condition. FAST UPS shipping (you'll receive your order within 1-5 business days after shipping in most cases*), this helps to ensure your order arrives in perfect condition. PLEASE NOTE: FedEx does not generally deliver to PO Boxes or APO addresses, so please be sure to give us a physical street address to deliver to; also, unfortunately, we cannot ship this item to Alaska or Hawaii. THANKS! *(this applies to domestic shipments within the continental US - other destinations may take longer). Bookseller Inventory #

About this title:

Book ratings provided by Goodreads:
3.65 avg rating
(634 ratings)

Synopsis: 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.

Review: Amazon Exclusive: Q&A with Authors Jennifer Aaker and Andy Smith

What is the Dragonfly Effect?
The Dragonfly Effect is a model that taps concepts from social media, marketing strategy, and consumer psychology to help people achieve a single, concrete goal. We named it after the only insect that can move swiftly in any direction, and even hover, when its four wings are moving in harmony. The four ?wings? of the model?Focus, Grab Attention, Engage, and Take Action?work together to help readers produce the change they seek, and that desired change can take many forms: social good, employee morale, or customer loyalty, among many others.

The name itself is a tribute to the ?Butterfly Effect,? which is itself built on chaos theory. It describes how the flapping of a butterfly?s wings might have an impact on the weather halfway around the world. The dragonfly, however, moves with tremendous speed and force, and compared to a butterfly, it has about twenty times more power in each flap of its wings. You can imagine that potential is even greater when harnessed and coordinated on a mass scale. Al Gore, former vice president and master viral-message maker, once said, ?If you want to go quickly, go alone. If you want to go far, go together.? Small acts create big change, and working in concert maximizes your ability to go farther faster?and in any direction you choose.

What inspired you to create this movement (or ecosystem)?
There were three underlying reasons we started working this book: first, Andy?s experience in marketing and harnessing social media to build brands suggested that the social space could be deployed in a fundamentally new way; second, Jennifer?s research on happiness, which shows that what people think makes them happy isn?t really what makes them happy; and third, most importantly, our own personal experience working with amazing, smart people to find a bone marrow match for a friend, which, as a result, helped to build up a bone marrow registry that?s helped thousands of others. Those stories, and the tools that were developed as a result, are described in this book.

These three things led to ?The Power of Social Technology,? a class that Jennifer teaches at the Stanford Graduate School of Business. The class is designed to help entrepreneurial students harness the social web to cultivate good in the world. The course demonstrates not only that people are clamoring for ways to use the social web for good, but that there?s a framework and a repeatable process that can help them achieve their goals quickly. We wanted to share this model with as many people as possible and are excited to see what can be achieved as even more people get involved.

Lots of books describe how to use social media. How is yours different?
That?s true; there are many excellent books that teach the mechanics of using Facebook, Twitter, and YouTube. And some explain how to use these tools to compete in business. But few books address how to harness the incredible power of the social web to make a difference. The Dragonfly Effect shows you how to tap social media and insights from consumer psychology to achieve a single, concrete goal. We walk readers through the Obama campaign and how they pioneered social technology strategies to create political change; how Starbucks uses the social web to engage with customers and educate fans about social-good initiatives, such as buying fair trade coffee; how ProFounder provides a platform for crowdfunding for small businesses, making micro-loans easily available to entrepreneurs; and how everyday people are able to improve the chance of survival for cancer patients.

We also have direct insights from the founders of eBay?s World of Good, storytellers from Pixar, and leaders from Facebook, Twitter, and Google?all offering their unique expertise and success stories. Throughout the book, readers will also find Dragonfly Toolkits designed to break down potentially intimidating first-steps and walk them through the process of getting started with easy-to-implement actions.

What do you mean by ?the ripple effect? and ?emotional contagion??
Just as a rock thrown into a pond leads to a series of waves that radiate in all directions, the small act that you do can lead to big, often unimaginable results. Research shows that ripple effects result from small acts that have a positive significant impact on others over time. When the action at the epicenter of the ripple effect is based on deep meaning (or something that you believe will make you happy), a multiplier effect can occur because of principles of emotional contagion.

Emotional contagion is the tendency to feel emotions similar to and otherwise be influenced by the emotions of others. So when others around you start to feel the way you do, they can become more strongly energized and mobilized. The fact that your feelings of happiness or meaning can actually infect others also helps explain why some initiatives work and others don't. It underscores the potential for organizations of all types to cultivate social good?which is often tied to happiness and meaning?when they?re trying to capture the imagination of their employees and customers.

"About this title" may belong to another edition of this title.

Bibliographic Details

Title: The Dragonfly Effect: Quick, Effective, and ...
Publisher: Jossey-Bass
Binding: Hardcover
Book Condition: New

Top Search Results from the AbeBooks Marketplace

1.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 1
Seller
Sierra Nevada Books
(Reno, NV, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Very Good. Ex-Library Book - will contain Library Markings. Very good condition - book only shows a small amount of wear. Bookseller Inventory # G0470614153I4N10

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

2.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 2
Seller
Sierra Nevada Books
(Reno, NV, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Good. Book has some visible wear on the binding, cover, pages. Bookseller Inventory # G0470614153I3N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

3.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 1
Seller
ThriftBooks
(Auburn, WA, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Good. Light shelf wear and minimal interior marks. Bookseller Inventory # G0470614153I3N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

4.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 2
Seller
Sierra Nevada Books
(Reno, NV, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Very Good. Very good condition - book only shows a small amount of wear. Bookseller Inventory # G0470614153I4N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

5.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 1
Seller
Second City Books
(Aurora, IL, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Very Good. Very good condition - book only shows a small amount of wear. Bookseller Inventory # G0470614153I4N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

6.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 1
Seller
Second City Books
(Aurora, IL, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: As New. Excellent condition with minimal visible wear. Bookseller Inventory # G0470614153I2N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

7.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 2
Seller
Green Earth Books
(Portland, OR, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Very Good. Appearance of only slight previous use. Cover and binding show a little wear. All pages are undamaged with potentially only a few, small markings. Bookseller Inventory # G0470614153I4N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

8.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 1
Seller
ThriftBooks
(Auburn, WA, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Fair. Bookseller Inventory # G0470614153I5N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

9.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 1
Seller
Books Squared
(Dallas, TX, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Good. Only lightly used. Book has minimal wear to cover and binding. A few pages may have small creases and minimal underlining. Bookseller Inventory # G0470614153I3N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

10.

Aaker, Jennifer; Smith, Andy
Published by Jossey-Bass
ISBN 10: 0470614153 ISBN 13: 9780470614150
Used Hardcover Quantity Available: 1
Seller
Green Earth Books
(Portland, OR, U.S.A.)
Rating
[?]

Book Description Jossey-Bass. Hardcover. Book Condition: Good. Light shelving wear with minimal damage to cover and bindings. Pages show minor use. Bookseller Inventory # G0470614153I3N00

More Information About This Seller | Ask Bookseller a Question

Buy Used
3.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

There are 54 more copies of this book

View all search results for this book