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The dragonfly effect : quick, effective, and powerful ways to use social media to drive social change

Author: Jennifer Lynn Aaker; Andy Smith; Carlye Adler
Publisher: San Francisco, California : Jossey-Bass, ©2010.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
"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  Read more...
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Genre/Form: Nonfiction
Document Type: Book
All Authors / Contributors: Jennifer Lynn Aaker; Andy Smith; Carlye Adler
ISBN: 9780470614150 0470614153
OCLC Number: 460061966
Description: xxv, 211 pages : illustrations ; 22 cm
Contents: The dragonfly body: the system that keeps it airborne --
Wing 1: Focus: How to hatch a goal that will make an impact --
Wing 2: Grab attention: How to stick out in an overcrowded, overmessaged, noisy world --
Wing 3: Engage: How to make people connect with your goal --
Wing 4: Take action: How to empower others, enable them and cultivate a movement --
Onward and upward: You're flying! Now what? --
The dragonfly ecosystem.
Responsibility: Jennifer Aaker, Andy Smith ; with Carlye Adler.

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  Read more...

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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 Read more...

 
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Primary Entity<\/h3>\n
<http:\/\/www.worldcat.org\/oclc\/460061966<\/a>> # The dragonfly effect : quick, effective, and powerful ways to use social media to drive social change<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Book<\/a>, schema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"460061966<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Place\/san_francisco_california<\/a>> ; # San Francisco, California<\/span>\n\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/cau<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/internet_social_aspects<\/a>> ; # Internet--Social aspects<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.loc.gov\/authorities\/subjects\/sh2009127185<\/a>> ; # Internet--Social aspects<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_forandring<\/a>> ; # Social f\u00F6r\u00E4ndring<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_entrepreneurship<\/a>> ; # Social entrepreneurship<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_media_political_aspects<\/a>> ; # Social media--Political aspects<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_responsibility_of_business<\/a>> ; # Social responsibility of business<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_change<\/a>> ; # Social change<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/socialt_foretagande<\/a>> ; # Socialt f\u00F6retagande<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/business_and_management<\/a>> ; # Business and Management<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/marknadsforing_via_internet_politiska_asopekter<\/a>> ; # Marknadsf\u00F6ring via internet--politiska asopekter<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/sociala_medier_politiska_aspekter<\/a>> ; # Sociala medier--politiska aspekter<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/internet_marketing_political_aspects<\/a>> ; # Internet marketing--Political aspects<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/foretagens_samhallsansvar<\/a>> ; # F\u00F6retagens samh\u00E4llsansvar<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/658.872\/e22\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:bookEdition<\/a> \"1st ed.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> bgn:PrintBook<\/a> ;\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/21569145<\/a>> ; # Carlye Adler<\/span>\n\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/311111439<\/a>> ; # Andy Smith<\/span>\n\u00A0\u00A0\u00A0\nschema:copyrightYear<\/a> \"2010<\/span>\" ;\u00A0\u00A0\u00A0\nschema:creator<\/a> <http:\/\/viaf.org\/viaf\/14608006<\/a>> ; # Jennifer Lynn Aaker<\/span>\n\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"2010<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"\"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.\"--<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"The dragonfly body: the system that keeps it airborne -- Wing 1: Focus: How to hatch a goal that will make an impact -- Wing 2: Grab attention: How to stick out in an overcrowded, overmessaged, noisy world -- Wing 3: Engage: How to make people connect with your goal -- Wing 4: Take action: How to empower others, enable them and cultivate a movement -- Onward and upward: You\'re flying! 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<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Agent\/jossey_bass<\/a>> # Jossey-Bass<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:Agent<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Jossey-Bass<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Place\/san_francisco_california<\/a>> # San Francisco, California<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"San Francisco, California<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/business_and_management<\/a>> # Business and Management<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Business and Management<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/foretagens_samhallsansvar<\/a>> # F\u00F6retagens samh\u00E4llsansvar<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"F\u00F6retagens samh\u00E4llsansvar<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/internet_marketing_political_aspects<\/a>> # Internet marketing--Political aspects<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/id.loc.gov\/authorities\/subjects\/sh95005028<\/a>> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Internet marketing--Political aspects<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/internet_social_aspects<\/a>> # Internet--Social aspects<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Internet--Social aspects<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/marknadsforing_via_internet_politiska_asopekter<\/a>> # Marknadsf\u00F6ring via internet--politiska asopekter<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marknadsf\u00F6ring via internet--politiska asopekter<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_change<\/a>> # Social change<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Social change<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_entrepreneurship<\/a>> # Social entrepreneurship<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Social entrepreneurship<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_forandring<\/a>> # Social f\u00F6r\u00E4ndring<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Social f\u00F6r\u00E4ndring<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_media_political_aspects<\/a>> # Social media--Political aspects<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/id.loc.gov\/authorities\/subjects\/sh2006007023<\/a>> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Social media--Political aspects<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/social_responsibility_of_business<\/a>> # Social responsibility of business<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Social responsibility of business<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/sociala_medier_politiska_aspekter<\/a>> # Sociala medier--politiska aspekter<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Sociala medier--politiska aspekter<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Topic\/socialt_foretagande<\/a>> # Socialt f\u00F6retagande<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Socialt f\u00F6retagande<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/authorities\/subjects\/sh2009127185<\/a>> # Internet--Social aspects<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Internet--Social aspects<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/vocabulary\/countries\/cau<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"cau<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/14608006<\/a>> # Jennifer Lynn Aaker<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Aaker<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Jennifer Lynn<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Jennifer Lynn Aaker<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/21569145<\/a>> # Carlye Adler<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Adler<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Carlye<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Carlye Adler<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/311111439<\/a>> # Andy Smith<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:birthDate<\/a> \"1968<\/span>\" ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Smith<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Andy<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Andy Smith<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780470614150<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0470614153<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780470614150<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/460061966<\/a>>\u00A0\u00A0\u00A0\u00A0a \ngenont:InformationResource<\/a>, genont:ContentTypeGenericResource<\/a> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/www.worldcat.org\/oclc\/460061966<\/a>> ; # The dragonfly effect : quick, effective, and powerful ways to use social media to drive social change<\/span>\n\u00A0\u00A0\u00A0\nschema:dateModified<\/a> \"2020-12-30<\/span>\" ;\u00A0\u00A0\u00A0\nvoid:inDataset<\/a> <http:\/\/purl.oclc.org\/dataset\/WorldCat<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/460061966#PublicationEvent\/san_francisco_california_jossey_bass_2010<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:PublicationEvent<\/a> ;\u00A0\u00A0\u00A0\nschema:location<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Place\/san_francisco_california<\/a>> ; # San Francisco, California<\/span>\n\u00A0\u00A0\u00A0\nschema:organizer<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/793475191#Agent\/jossey_bass<\/a>> ; # Jossey-Bass<\/span>\n\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Content-negotiable representations<\/p>\n