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The dragonfly effect : quick, effective, and powerful ways to use social media to drive social change /
Jennifer Aaker, Andy Smith ; with Carlye Adler.
imprint
San Francisco : Jossey-Bass, 2010.
description
xxv, 211 p. : ill. ; 22 cm.
ISBN
0470614153 (hardback), 9780470614150 (hardback)
format(s)
Book
Holdings
More Details
imprint
San Francisco : Jossey-Bass, 2010.
isbn
0470614153 (hardback)
9780470614150 (hardback)
abstract
"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."--
catalogue key
7326634
 
Includes bibliographical references and index.
A Look Inside
Excerpts
Flap Copy
"This book puts the 'social' back intosocial media. If you want to do something important, something seismic, then The Dragonfly Effect is the place to start." - Seth Godin , author, Linchpin Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book has addressed 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, The Dragonfly Effect reveals how four key actions can come together to produce colossal results. By learning how to effectively Focus, Grab Attention, Engage, and Take Action, everyday people can achieve unprecedented results-whether they are looking to ignite a corporate program, save a life, or change the world. Jennifer Aaker and Andy Smith show how individuals, armed with only an Internet connection, were able to find an almost impossible bone marrow match for a friend, raise millions for cancer research, create widespread corporate engagement with consumers and employees alike, and even elect the current president of the United States. Featuring dynamic, original case studies of global organizations like Gap, Starbucks, Kiva, Nike, eBay, and Facebook, as well as start-ups like Groupon and COOKPAD, The Dragonfly Effect shows how they achieve both social good and customer loyalty by leveraging the power of design thinking with practical strategies. With additional "Expert Insights" from key thought leaders and social media strategists Charlene Li, Randi Zuckerberg, Robert Scoble, Avinash Kaushik, and Oren Jacob, The Dragonfly Effect shows you how to bring people together in the age of distraction, and how to inspire widespread change without money or power.
Flap Copy
"This book puts the 'social' back intosocial media. If you want to do something important, something seismic, then The Dragonfly Effect is the place to start." -Seth Godin, author, LinchpinMany books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book has addressed 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, The Dragonfly Effect reveals how four key actions can come together to produce colossal results. By learning how to effectively Focus, Grab Attention, Engage, and Take Action, everyday people can achieve unprecedented results-whether they are looking to ignite a corporate program, save a life, or change the world. Jennifer Aaker and Andy Smith show how individuals, armed with only an Internet connection, were able to find an almost impossible bone marrow match for a friend, raise millions for cancer research, create widespread corporate engagement with consumers and employees alike, and even elect the current president of the United States.Featuring dynamic, original case studies of global organizations like Gap, Starbucks, Kiva, Nike, eBay, and Facebook, as well as start-ups like Groupon and COOKPAD, The Dragonfly Effect shows how they achieve both social good and customer loyalty by leveraging the power of design thinking with practical strategies. With additional "Expert Insights" from key thought leaders and social media strategists Charlene Li, Randi Zuckerberg, Robert Scoble, Avinash Kaushik, and Oren Jacob, The Dragonfly Effect shows you how to bring people together in the age of distraction, and how to inspire widespread change without money or power.
Full Text Reviews
Appeared in Publishers Weekly on 2010-07-26:
Marketing gurus (and married couple) Aaker and Smith turn Aaker's popular class at the Stanford Graduate School of Business into a handbook on using the power and popularity of social media to do good in the world. They employ real-world examples-an e-mail campaign to register bone marrow donors for hard-to-match patients, a Colombian engineer who used Facebook to organize a protest against the Revolutionary Armed Forces, Obama's grassroots campaign, the microlending site Kiva-to illustrate their mantra F+GET: "Focus, Grab Attention, Engage, Take Action." This is the "Dragonfly Effect," named for the insect's ability to move in any direction when its four wings work together. Specific, practical advice teaches readers how to translate anything-a product, service, community concern-into a powerful narrative that invites participation, how to communicate with potential supporters, how to craft a compelling video, and more. A fascinating, comprehensive guide for how to take your cause and compassion viral. (Oct.) (c) Copyright PWxyz, LLC. All rights reserved
Appeared in Choice on 2011-04-01:
Aaker (marketing, Stanford Univ.) and Smith (marketing consultant, Vonavona Ventures) attempt to explain how ordinary people can achieve extraordinary things through the power of social media. The rationale is that any human can act as a "dragonfly" and instantaneously change direction, heading full speed toward a new goal. This volume will greatly expand the reader's view of social media networks such as Facebook, e-mail, and Twitter. The opening section offers an inspiring real-life example of how social media can be used constructively to save lives through the power of numbers. The authors then discuss the four stages of achieving the "dragonfly effect." The first step is to narrow one's focus, keeping the goal in sight. Second, grab the audience's attention through empathy. Third, engage the audience with an authentic, vivid story. Finally, take action by clearly defining the goal and creating an easy-to-execute call to action. The underlying theory is that if each step is pursued for a good cause, anyone should be able to reach the masses to achieve a goal. This book is best suited as a supplementary text for college students, as well as a useful guide for all business professionals. Summing Up; Recommended. Academic collections, lower-division undergraduate and up, and professional libraries. S. D. Clark St. John's University (NY)
Reviews
Review Quotes
Marketing gurus (and married couple) Aaker and Smith turn Aaker's popular class at the Stanford Graduate School of Business into a handbook on using the power and popularity of social media to do good in the world. They employ real-world examples--an e-mail campaign to register bone marrow donors for hard-to-match patients, a Colombian engineer who used Facebook to organize a protest against the Revolutionary Armed Forces, Obama's grassroots campaign, the microlending site Kiva--to illustrate their mantra F+GET: "Focus, Grab Attention, Engage, Take Action." This is the "Dragonfly Effect," named for the insect's ability to move in any direction when its four wings work together. Specific, practical advice teaches readers how to translate anything--a product, service, community concern--into a powerful narrative that invites participation, how to communicate with potential supporters, how to craft a compelling video, and more. A fascinating, comprehensive guide for how to take your cause and compassion viral. (Oct.) (Publishers Weekly, July 26, 2010)
Marketing gurus (and married couple) Aaker and Smith turn Aaker's popular class at the Stanford Graduate School of Business into a handbook on using the power and popularity of social media to do good in the world. They employ real-world examples--an e-mail campaign to register bone marrow donors for hard-to-match patients, a Colombian engineer who used Facebook to organize a protest against the Revolutionary Armed Forces, Obama's grassroots campaign, the microlending site Kiva--to illustrate their mantra F+GET: "Focus, Grab Attention, Engage, Take Action." This is the "Dragonfly Effect," named for the insect's ability to move in any direction when its four wings work together. Specific, practical advice teaches readers how to translate anything--a product, service, community concern--into a powerful narrative that invites participation, how to communicate with potential supporters, how to craft a compelling video, and more. A fascinating, comprehensive guide for how to take your cause and compassion viral. (Oct.) (Publishers Weekly, July 26, 2010) "The Dragonfly Effect is the single best roadmap to social media I have ever seen. With ideas rooted in research and examples rooted in life, it offers both big strategies and small tips that you can use to invigorate your business, increase your happiness, and maybe even change the world. So do yourself a favor: Take two hours and read this remarkable book." Daniel H. Pink, author of A Whole New Mind and Drive"The Dragonfly Effect is actionable, credible, and absolutely necessary for anyone looking to use social media and Facebook to drive social good." Sheryl Sandberg, COO, Facebook"The Dragonfly Effect shows anyone how to get involved and take action on issues that matter to them. Its principles lay the foundation for any organization looking to harness the power of social media to champion a cause and create positive change in the world." Pierre Omidyar, founder and chairman, eBay; founding partner, Omidyar Network"So much of the recent focus on social technology has emphasized its power to distract. It is hugely gratifying to see a book which focuses on its power to attract, to powerfully bring together caring people around critical social problems to address them at global scale. The same principles that make a YouTube video go viral can help bring disaster relief to Haiti. It is all just a matter of making it happen. Thanks to The Dragonfly Effect, you can now learn how." Geoffrey Moore, Co-Founder and Managing Director, TCG Advisors & author of Crossing the Chasm and Dealing with Darwin"This book makes envisioning, formulating, and executing a social media strategy an intuitive anddare I sayfun process!The Dragonfly Effect shows how any individual or organization can turn their passion for reaching out to the world into a concrete set of actions." Jessica Jackley, Founder of Kiva and Profounder"The Dragonfly Effect shows how social technology, openness, and empathy can come together to change the world. Read this book to discover dynamic ways to harness this potential for good." Charlene Li, author of Groundswell and Open Leadership & Founder, Altimeter Group"There's theory and there's applied theory. The Dragonfly Effect brings us all the way from the science into the execution. To me, it's that last mile that mo
" The Dragonfly Effect is the single best roadmap to social media I have ever seen. With ideas rooted in research and examples rooted in life, it offers both big strategies and small tips that you can use to invigorate your business, increase your happiness, and maybe even change the world. So do yourself a favor: Take two hours and read this remarkable book." - Daniel H. Pink, author of A Whole New Mind and Drive " The Dragonfly Effect is actionable, credible, and absolutely necessary for anyone looking to use social media and Facebook to drive social good." - Sheryl Sandberg, COO, Facebook " The Dragonfly Effect shows anyone how to get involved and take action on issues that matter to them. Its principles lay the foundation for any organization looking to harness the power of social media to champion a cause and create positive change in the world." -Pierre Omidyar, founder and chairman, eBay; founding partner, Omidyar Network "So much of the recent focus on social technology has emphasized its power to distract. It is hugely gratifying to see a book which focuses on its power to attract, to powerfully bring together caring people around critical social problems to address them at global scale. The same principles that make a YouTube video go viral can help bring disaster relief to Haiti. It is all just a matter of making it happen. Thanks to The Dragonfly Effect, you can now learn how." -Geoffrey Moore, Co-Founder and Managing Director, TCG Advisors & author of Crossing the Chasm and Dealing with Darwin "This book makes envisioning, formulating, and executing a social media strategy an intuitive and-dare I say-fun process! The Dragonfly Effect shows how any individual or organization can turn their passion for reaching out to the world into a concrete set of actions." -Jessica Jackley, Founder of Kiva and Profounder " The Dragonfly Effect shows how social technology, openness, and empathy can come together to change the world. Read this book to discover dynamic ways to harness this potential for good." -Charlene Li, author of Groundswell and Open Leadership & Founder, Altimeter Group "There''s theory and there''s applied theory. The Dragonfly Effect brings us all the way from the science into the execution. To me, it''s that last mile that most of us miss. With this, you can take your ideas all the way through the last mile." - Chris Brogan, author, Trust Agents and Social Media 101 "This truly innovative book identifies four powerful forces shaping our lives and shows how they are working together in unanticipated and creative ways. The Dragonfly Effect is fundamentally relevant to all younger leaders, who will spend their lives learning to leverage these forces, and to any leader from the baby boomer generation who wants to stay current with the role of social technology in business and our lives." -Bill Meehan, Director Emeritus, McKinsey and Co., Inc. "Too few executives take happiness seriously as a brand attribute, missing opportunities to build into products and services those features that would increase the overall delight and well-being of users and employees alike. Aaker and Smith have created an interesting, thoughtful, and engaging book to provoke new thinking about the power of joy." - Joel Peterson, Chairman, JetBlue Airways "The Internet has made it possible for individuals and small groups to have an impact far beyond their size. Read The Dragonfly Effect to learn how to translate your good intentions into actual, real, tangible, world-changing good!" - Avinash Kaushik, Analytics Evangelist, Google & author, Web Analytics 2.0 " The Dragonfly Effect is an inspiration and joy to read. Drawing on design thinking principles and emotional contagion, this is an important read for anyone contemplating the virality of ideas and creating infectious action. You will love it. It will transform you and your work." - Pat Christen, President & CEO, HopeLab "Motivating and inspiring, The Dragonfly Effect makes readers answer the question ''how can I make an impact in the world?'' with yet another question: ''what am I waiting for?'' Whether acting as an individual or a corporation. Aaker and Smith show you how to harness the power of social media as a force for good, in a way that even a CFO will love." - Lisa Edwards, Head of Global Business Development, Visa Inc. "This book takes the fast-evolving world of social media and offers a clear, inspiring guide to create social change." - Bobbi Silten, Chief Foundation Officer, Gap Inc. "An excellent read. The Dragonfly Effect offers a guidepost for every marketer struggling to stay on top of fast evolving social media trends and use peer-to-peer marketing to mobilize a mass audience. Even more powerfully, the book demonstrates that by using our networks for good, we will be happier and more successful individuals-in life and at work." - Joanna Drake Earl, COO, Current Media "If you are ready to change the world The Dragonfly Effect has the social networking secrets you''ve been looking for." - Gregory Baldwin, President, VolunteerMatch
This item was reviewed in:
Publishers Weekly, July 2010
Choice, April 2011
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Back Cover Copy
" The Dragonfly Effect is the single best road map to social media I have ever seen. With ideas rooted in research and examples rooted in life, it offers both big strategies and small tips that you can use to invigorate your business, increase your happiness, and maybe even change the world. So do yourself a favor: take two hours and read this remarkable book." - Daniel H. Pink , author of A Whole New Mind and Drive " The Dragonfly Effect is actionable, credible, and absolutely necessary for anyone looking to use social media and Facebook to drive social good." - Sheryl Sandberg , COO, Facebook " The Dragonfly Effect shows anyone how to get involved and take action on issues that matter to them. Its principles lay the foundation for any organization looking to harness the power of social media to champion a cause and create positive change in the world." - Pierre Omidyar , founder and chairman, eBay, and founding partner, Omidyar Network "So much of the recent focus on social technology has emphasized its power to distract. It is hugely gratifying to see a book that focuses on its power to attract, to powerfully bring together caring people around critical social problems to address them on a global scale. The same principles that make a YouTube video go viral can help bring disaster relief to Haiti. It is all just a matter of making it happen.Thanks to The Dragonfly Effect , you can now learn how." - Geoffrey Moore , co-founder and managing director, TCG Advisors, and author of Crossing the Chasm and Dealing with Darwin "This book makes envisioning, formulating, and executing a social media strategyan intuitive and-dare I say-fun process! The Dragonfly Effect shows how anyindividual or organization can turn their passion for reaching out to the world intoa concrete set of actions." - Jessica Jackley , founder, Kiva and Profounder " The Dragonfly Effect shows how social technology, openness, and empathy cancome together to change the world. Read this book to discover dynamic waysto harness this potential for good." - Charlene Li , author of Groundswell and Open Leadership , and founder, Altimeter Group
Bowker Data Service Summary
'The Dragonfly Effect' shows how to tap social media and consumer psychological insights to achieve a single, concrete goal.
Long Description
"The Dragonfly Effect is the single best road map to social media I have ever seen. With ideas rooted in research and examples rooted in life, it offers both big strategies and small tips that you can use to invigorate your business, increase your happiness, and maybe even change the world. So do yourself a favor: take two hours and read this remarkable book."-Daniel H. Pink, author of A Whole New Mind and Drive"The Dragonfly Effect is actionable, credible, and absolutely necessary for anyone looking to use social media and Facebook to drive social good."-Sheryl Sandberg, COO, Facebook"The Dragonfly Effect shows anyone how to get involved and take action on issues that matter to them. Its principles lay the foundation for any organization looking to harness the power of social media to champion a cause and create positive change in the world."-Pierre Omidyar, founder and chairman, eBay, and founding partner, Omidyar Network"So much of the recent focus on social technology has emphasized its power to distract. It is hugely gratifying to see a book that focuses on its power to attract, to powerfully bring together caring people around critical social problems to address them on a global scale. The same principles that make a YouTube video go viral can help bring disaster relief to Haiti. It is all just a matter of making it happen.Thanks to The Dragonfly Effect, you can now learn how."-Geoffrey Moore, co-founder and managing director, TCG Advisors, and author of Crossing the Chasm and Dealing with Darwin"This book makes envisioning, formulating, and executing a social media strategyan intuitive and-dare I say-fun process! The Dragonfly Effect shows how anyindividual or organization can turn their passion for reaching out to the world intoa concrete set of actions."-Jessica Jackley, founder, Kiva and Profounder"The Dragonfly Effect shows how social technology, openness, and empathy cancome together to change the world. Read this book to discover dynamic waysto harness this potential for good."-Charlene Li, author of Groundswell and Open Leadership, and founder, Altimeter Group
Main Description
Lots of books teach the mechanics of using Facebook, Twitter, and YouTube. Some explain how to use these and other tools to compete in business. But no book addresses one of the biggest desires among 18-34 year olds: how to harness the incredible power of the new social media to make a difference, to do something that really matters. The goal of this book is simple: to help you achieve a singular goal by harnessing social media. To create political change, the way the Obama campaign did. To foster economic justice by making micro-loans easily available, the way Kiva has done. To save the life of a friend diagnosed with cancer. In all these cases, there is a single, measurable goal. You may not have money but you have the energy and focus. And you are wondering how to use social media to achieve your goal--allowing you to do so more quickly, effectively, and powerfully. The Dragonfly Effect is what happens when you coordinate four small activities to produce big results. It's named after the only insect that is able to move in any direction--with tremendous speed and force--when its four wings are working in concert. This book will teach you four key skills, explain how to coordinate them, and show you how to harness them to the social media to achieve disproportionate results. Part I presents the story that led to the Power of Social Technology class at Stanford, showing all four "wings" of The Dragonfly Effect working together. Part II will teach you each of the four skills. It's illustrated with examples and includes practical tips from the social technologists who engineered the Obama campaign, the founders of Kiva and eBay's World of Good, story-tellers from Pixar and leaders from Facebook, Twitter and Google. Part III is your Dragonfly Toolkit, which will get you started on using all the most important social media tools without having to read a whole book about each of them. It's got Andy's Cheat Sheets, specifically designed for people who are not at all technically proficient. Linked to this book you'll find a website where you can find a community of other readers, like you, who will share their experiences, tools, and other resources. It will keep you updated on new ways to use the power of social technology to improve the life of just one individual or cultivate social change.
Main Description
Lots of books teach the mechanics of using Facebook, Twitter, and YouTube. Some explain how to use these and other tools to compete in business. But no book addresses one of the biggest desires among 18-34 year olds: how to harness the incredible power of the new social media to make a difference, to do something that really matters.The goal of this book is simple: to help you achieve a singular goal by harnessing social media. To create political change, the way the Obama campaign did. To foster economic justice by making micro-loans easily available, the way Kiva has done. To save the life of a friend diagnosed with cancer. In all these cases, there is a single, measurable goal. You may not have money but you have the energy and focus. And you are wondering how to use social media to achieve your goal--allowing you to do so more quickly, effectively, and powerfully.The Dragonfly Effect is what happens when you coordinate four small activities to produce big results. It's named after the only insect that is able to move in any direction--with tremendous speed and force--when its four wings are working in concert. This book will teach you four key skills, explain how to coordinate them, and show you how to harness them to the social media to achieve disproportionate results.Part I presents the story that led to the Power of Social Technology class at Stanford, showing all four "wings" of The Dragonfly Effect working together. Part II will teach you each of the four skills. It's illustrated with examples and includes practical tips from the social technologists who engineered the Obama campaign, the founders of Kiva and eBay's World of Good, story-tellers from Pixar and leaders from Facebook, Twitter and Google. Part III is your Dragonfly Toolkit, which will get you started on using all the most important social media tools without having to read a whole book about each of them. It's got Andy's Cheat Sheets, specifically designed for people who are not at all technically proficient.Linked to this book you'll find a website where you can find a community of other readers, like you, who will share their experiences, tools, and other resources. It will keep you updated on new ways to use the power of social technology to improve the life of just one individual or cultivate social change.
Main Description
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.
Main Description
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.
Main Description
"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.
Table of Contents
Foreword by Chip Heath, author of Made to Stick and Switchp. ix
Prefacep. xi
Introduction: Why Reading This Book Is Worth the Investmentp. xiii
The Dragonfly Body: The System That Keeps It Airbornep. 1
Focus: How to Hatch a Goal That Will Make an Impactp. 19
Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy Worldp. 49
Engage: How to Make People Connect with Your Goalp. 73
Take Action: How to Empower Others, Enable Them-and Cultivate a Movementp. 107
Onward and Upward: You're Flying! Now What?p. 143
Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationalityp. 165
Notesp. 173
The Dragonfly Ecosystemp. 191
About the Authorp. 201
Indexp. 203
Table of Contents provided by Ingram. All Rights Reserved.

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