{"product_id":"the-dragonfly-effect-isbn-9780470614150","title":"The Dragonfly Effect","description":"\u003cb\u003eProven strategies for harnessing the power of social media to drive social change\u003c\/b\u003e  \u003cp\u003eMany 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. \u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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\u003cbr\u003e \u003c\/p\u003e \u003cul\u003e \u003cli\u003eReveals the four \"wings\" of the Dragonfly Effect-and how they work together to produce colossal results\u003c\/li\u003e \u003cli\u003eFeatures 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\u003c\/li\u003e \u003cli\u003eLeverage the power of design thinking and psychological research with practical strategies\u003c\/li\u003e \u003cli\u003eReveals 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\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e shows that you don't need money or power to inspire seismic change.\u003c\/p\u003e \u003cp\u003eForeword by Chip Heath, author of Made to Stick and Switch ix\u003c\/p\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eIntroduction: Why Reading This Book Is Worth the Investment xiii\u003c\/p\u003e \u003cp\u003eThe Dragonfly Body The System That Keeps It Airborne 1\u003c\/p\u003e \u003cp\u003eWing 1: Focus: How to Hatch a Goal That Will Make an Impact 19\u003c\/p\u003e \u003cp\u003eWing 2: Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World 49\u003c\/p\u003e \u003cp\u003eWing 3: Engage: How to Make People Connect with Your Goal 73\u003c\/p\u003e \u003cp\u003eWing 4: Take Action: How to Empower Others, Enable Them—and Cultivate a Movement 107\u003c\/p\u003e \u003cp\u003eOnward and Upward You’re Flying! Now What? 143\u003c\/p\u003e \u003cp\u003eAfterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality 165\u003c\/p\u003e \u003cp\u003eNotes 173\u003c\/p\u003e \u003cp\u003eThe Dragonfly Ecosystem 191\u003c\/p\u003e \u003cp\u003eAbout the Authors 201\u003c\/p\u003e \u003cp\u003eIndex 203\u003c\/p\u003e 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.) (\u003ci\u003ePublishers Weekly\u003c\/i\u003e, July 26, 2010)  \u003cp\u003eA social psychologist and marketer, \u003cb\u003eJENNIFER AAKER \u003c\/b\u003eis 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 \u003ci\u003eThe New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes\u003c\/i\u003e, and NPR, as well as CBS \u003ci\u003eMoneyWatch\u003c\/i\u003e. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eANDY SMITH \u003c\/b\u003eis 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.    \u003c\/p\u003e\u003cp\u003eMany 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 \u003ci\u003emake a difference. The Dragonfly Effect \u003c\/i\u003eshows you how to tap social media and consumer psychological insights to achieve a single, concrete goal. \u003c\/p\u003e\u003cp\u003eNamed for the only insect that is able to move in any direction when its four wings are working in concert, \u003ci\u003eThe Dragonfly Effect \u003c\/i\u003ereveals 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. \u003c\/p\u003e\u003cp\u003eFeaturing dynamic, original case studies of global organizations like Gap, Starbucks, Kiva, Nike, eBay, and Facebook, as well as start-ups like Groupon and COOKPAD, \u003ci\u003eThe Dragonfly Effect \u003c\/i\u003eshows 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, \u003ci\u003eThe Dragonfly Effect \u003c\/i\u003eshows you how to bring people together in the age of distraction, and how to inspire widespread change without money or power. \u003c\/p\u003e\u003cp\u003eFor more information, please visit: \u003cb\u003ewww.DragonflyEffect.com\u003c\/b\u003e   \"\u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—\u003c\/i\u003eDaniel H. Pink, author of \u003ci\u003eA Whole New Mind\u003c\/i\u003e and \u003ci\u003eDrive\u003c\/i\u003e\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"\u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e is actionable, credible, and absolutely necessary for anyone looking to use social media and Facebook to drive social good.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—\u003c\/i\u003eSheryl Sandberg, COO, Facebook\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Dragonfly Effect \u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e—Pierre Omidyar, founder and chairman, eBay; founding partner, Omidyar Network\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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 \u003ci\u003eThe Dragonfly Effect,\u003c\/i\u003e you can now learn how.\"\u003cbr\u003e \u003cb\u003e—Geoffrey Moore, Co-Founder and Managing Director, TCG Advisors \u0026amp; author of \u003ci\u003eCrossing the Chasm\u003c\/i\u003e and \u003ci\u003eDealing with Darwin\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"This book makes envisioning, formulating, and executing a social media strategy an intuitive and—dare I say—fun process!\u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e shows how any individual or organization can turn their passion for reaching out to the world into a concrete set of actions.\"\u003cbr\u003e \u003cb\u003e—Jessica Jackley, Founder of Kiva and Profounder\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e—Charlene Li, author of \u003ci\u003eGroundswell\u003c\/i\u003e and \u003ci\u003eOpen Leadership\u003c\/i\u003e \u0026amp; Founder, Altimeter Group\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"There's theory and there's applied theory. \u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e—\u003c\/i\u003eChris Brogan, author, \u003ci\u003eTrust Agents\u003c\/i\u003e and \u003ci\u003eSocial Media 101\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"This truly innovative book identifies four powerful forces shaping our lives and shows how they are working together in unanticipated and creative ways. \u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e—Bill Meehan, Director Emeritus, McKinsey and Co., Inc.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eJoel Peterson, Chairman, JetBlue Airways\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"The Internet has made it possible for individuals and small groups to have an impact far beyond their size. Read \u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e to learn how to translate your good intentions into actual, real, tangible, world-changing good!\"\u003cbr\u003e —\u003cb\u003eAvinash Kaushik, Analytics Evangelist, Google \u0026amp; author, \u003ci\u003eWeb Analytics 2.0\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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.\"\u003cbr\u003e —\u003cb\u003ePat Christen, President \u0026amp; CEO, HopeLab\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Motivating and inspiring, \u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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.\"\u003cbr\u003e —\u003cb\u003eLisa Edwards, Head of Global Business Development, Visa Inc.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"This book takes the fast-evolving world of social media and offers a clear, inspiring guide to create social change.\"\u003cbr\u003e —\u003cb\u003eBobbi Silten, Chief Foundation Officer, Gap Inc.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"An excellent read. \u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e 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.\"\u003cbr\u003e —\u003cb\u003eJoanna Drake Earl, COO, Current Media\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"If you are ready to change the world \u003ci\u003eThe Dragonfly Effect\u003c\/i\u003e has the social networking secrets you've been looking for.\"\u003cbr\u003e —\u003cb\u003eGregory Baldwin, President, VolunteerMatch\u003c\/b\u003e\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47990209151205,"sku":"NP9780470614150","price":25.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470614150.jpg?v=1761786916","url":"https:\/\/k12savings.com\/products\/the-dragonfly-effect-isbn-9780470614150","provider":"K12savings","version":"1.0","type":"link"}