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THE
DRAGONFLY EFFECT:
Quick, Effective, and Powerful Ways to Use Social
Media to Drive Social Change
By
Jennifer Aaker and Andy Smith
With
Carlye Adler
Foreword by Chip Heath, author of
Made to Stick
Afterword by Dan Ariely,
author of Predictably
Irrational
“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 single best roadmap to
social media I have ever seen. 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.”
--Daniel Pink, author of
Drive
“A fascinating,
comprehensive guide for how to take your cause and
compassionviral. . . . 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 compelling video,
and more.”
--Publishers Weekly
Much has been said and written about
how companies can use social media to improve
customer relations and grow profits. THE
DRAGONFLY EFFECT: Quick, Effective, and Powerful
Ways to Use Social Media to Drive Social Change
(October 1, 2010/ Jossey-Bass/$25.95 hardcover), by
Jennifer Aaker and Andy Smith, takes a different
perspective: How organizations and individuals can
harness the power of social media to achieve social
change.
'Most of us have
experienced how social technologies are changing the
way people relate to each other," the authors
write. "But we are only beginning to understand how
these same technologies can fundamentally shift how
we engage with and inspire all these networked
people and empower them to participate in global
movements for change." THE DRAGONFLY EFFECT
shows how social technology can be used to achieve a
single, focused, concrete goal--whether it be to
inspire others to join your social movement,
mobilize political change, or simply satisfy an
individual need. Based on one of the most popular
courses at Stanford University’s Graduate School of
Business, it integrates the authors' two distinct
disciplines--research and insights on consumer
psychology and happiness (what really makes
people happy as opposed to what they think
makes them happy) and
emotional contagion (the infectious spreading of
emotion, where happiness seeds subsequent action),
combined with the practical applications of
marketing strategy in social media, which fuels this
infectious action.
THE DRAGONFLY EFFECT
is 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.
Similarly, the book incorporates four key "wings,"
or skills, which the authors express as Focus +
GET:
Focus – identify a
single concrete and
measureable goal.
+
Grab Attention
– catch someone's eye. Cut through the noise of
social media with something authentic and memorable.
Engage –
create a personal connection, accessing higher
emotions, compassion, empathy, happiness. Engaging
is about empowering the audience to care enough to
want to do something themselves.
Take Action
– enable and empower others to take action. To make
action easy, you must prototype, deploy, and
continuously tweak tools, templates, and programs
designed to move audience members from being
customers to becoming team members—in other words,
furthering the cause and the change beyond
themselves.
THE DRAGONFLY
EFFECT introduces these
four “dragonfly wings” and explains how to
coordinate them to harness social technology in
order to spark disproportionate results. The book
features original case studies of such global
organizations as the U.S. Navy, Gap, Starbucks, Kiva,
Nike, eBay, Twitter and Facebook, as well as
start-ups like Groupon, Bonobos, COOKPAD, and more.
There are also examples of how individuals and
groups—on their own or on behalf of
corporations—have used specific tools to create
impact, whether the goal was finding an almost
impossible bone marrow match for a friend, launching
a unique product, raising millions for cancer
research, organizing a protest against the
Revolutionary Armed Forces in Columbia, or electing
the current president of the
United States.
The information
in THE DRAGONFLY EFFECT is supplemented with
flowcharts, graphics, and sidebars. The Dragonfly
Toolkit provides social media cheat sheets and boot
camps specifically designed for people whose other
skills rank ahead of technical proficiency.
Dragonfly Frameworks include new models that will
help you implement your goal, and Dragonfly Tips are
simple, and sometimes unconventional, ideas inspired
by consumer marketing research. Expert Insights
offer the wisdom of leaders in social media,
entrepreneurship¸ filmmaking, technology, and more,
showing how they have uniquely used social media to
achieve spectacular results.
In addition,
Aaker and Smith apply concepts from design thinking,
a methodical approach to program and product
development that helps creators to get over their
unintentional biases and misconceptions in order to
create things that are better for the people who
will ultimately use them. They also reveal the
secret to cultivating "stickiness," so that your
goal is not relegated to Internet oblivion but
instead reaches an audience of people who will help
propel it forward.
Whether you're
an entrepreneur, an employee of a for-profit
company, a volunteer at a non-profit, or simply an
individual trying to improve someone else's life,
THE DRAGONFLY EFFECT is your playbook for using
social media to execute your goals efficiently and
effectively and propel your cause from awareness to
action. "Ultimately, this book demonstrates that
you don't need money or power to cause seismic
social change," the authors write. "With energy,
focus, and a good wireless connection, anything is
possible."
About the
authors
A social
psychologist and marketer, Jennifer Aaker is
the General Atlantic Professor of Marketing at
Stanford University’s Graduate School of Business.
Her research spans time, money and happiness, and
how small acts create significant change—fueled by
social media. She is widely published in the
leading scholarly journals in psychology and
marketing, and her work has been featured in a
variety of media including The Economist, The New
York Times, Wall Street Journal, Washington
Post, BusinessWeek, Forbes, CBS MoneyWatch, NPR,
Science, Inc., and
Cosmopolitan.
Andy Smith
is a principal of Vonavona Ventures, where he
advises a variety of companies on marketing,
customer strategy, and operations. Over the past
twenty years, he has served as an executive leading
teams at Dolby Labs, BIGWORDS, LiquidWit, Intel,
Analysis Group, Polaroid, Integral Inc., and
PriceWaterhouseCoopers. As a guest lecturer at
Stanford’s Graduate School of Business, Andy speaks
on social technology, engineering virality, and
brand building, with a focus on applying technology
to address real problems.
THE DRAGONFLY
EFFECT:
Quick,
Effective, and Powerful Ways to Use Social Media to
Drive Social Change
By Jennifer
Aaker and Andy Smith, with Carlye Adler
Publication
Date: October 1, 2010
Price: $25.95
hardcover
Pages: 256
ISBN:
978-0-470-61415-0
Contact: Planned Television Arts
Larry Hughes 212-583-2744
hughesl@plannedtvarts.com
For more information visit
www.TheDragonflyEffect.com
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