The dragonfly effect
Aaker, Jennifer Lynn
The dragonfly effect quick, effective, and powerful ways to use social media to drive social change / [electronic resource] : Jennifer Aaker, Andy Smith ; foreword by Chip Heath ; afterword by Carlye Adler and Dan Ariely. - San Francisco : Jossey-Bass, 2010. - 1 online resource (xxviii, 213 p.) ill. b&w.
Includes bibliographical references and index
Introduction: Why reading this book is worth the investment --
The Dragonfly Body. The System That Keeps It Airborne --
Ch. 1. Focus: How to Hatch a Goal That Will Make an Impact --
Ch. 2. Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World --
Ch. 3. Engage: How to Make People Connect with Your Goal --
Ch. 4. Take Action: How to Empower Others, Enable Them and Cultivate a Movement --
Onward and Upward You’re Flying! Now What?
Proven strategies for harnessing the power of social media todrive social change Many books teach the mechanics of using Facebook, Twitter, andYouTube to compete in business. But no book addresses how toharness the incredible power of social media to make a difference.The Dragonfly Effect shows you how to tap social media andconsumer psychological insights to achieve a single, concrete goal.Named for the only insect that is able to move in any directionwhen its four wings are working in concert, this book Reveals the four "wings" of the Dragonfly Effect-and how theywork together to produce colossal resultsFeatures original case studies of global organizations like theGap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups likeGroupon and COOKPAD, showing how they achieve social good andcustomer loyaltyLeverage the power of design thinking and psychologicalresearch with practical strategiesReveals how everyday people achieve unprecedentedresults-whether finding an almost impossible bone marrow match fora friend, raising millions for cancer research, or electing thecurrent president of the United States The Dragonfly Effect shows that you don't need money orpower to inspire seismic change.
9780470885598
Internet marketing--Political aspects
Social media--Political aspects
Internet--Social aspects
Social entrepreneurship
Social responsibility of business
Social change
658.872
The dragonfly effect quick, effective, and powerful ways to use social media to drive social change / [electronic resource] : Jennifer Aaker, Andy Smith ; foreword by Chip Heath ; afterword by Carlye Adler and Dan Ariely. - San Francisco : Jossey-Bass, 2010. - 1 online resource (xxviii, 213 p.) ill. b&w.
Includes bibliographical references and index
Introduction: Why reading this book is worth the investment --
The Dragonfly Body. The System That Keeps It Airborne --
Ch. 1. Focus: How to Hatch a Goal That Will Make an Impact --
Ch. 2. Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World --
Ch. 3. Engage: How to Make People Connect with Your Goal --
Ch. 4. Take Action: How to Empower Others, Enable Them and Cultivate a Movement --
Onward and Upward You’re Flying! Now What?
Proven strategies for harnessing the power of social media todrive social change Many books teach the mechanics of using Facebook, Twitter, andYouTube to compete in business. But no book addresses how toharness the incredible power of social media to make a difference.The Dragonfly Effect shows you how to tap social media andconsumer psychological insights to achieve a single, concrete goal.Named for the only insect that is able to move in any directionwhen its four wings are working in concert, this book Reveals the four "wings" of the Dragonfly Effect-and how theywork together to produce colossal resultsFeatures original case studies of global organizations like theGap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups likeGroupon and COOKPAD, showing how they achieve social good andcustomer loyaltyLeverage the power of design thinking and psychologicalresearch with practical strategiesReveals how everyday people achieve unprecedentedresults-whether finding an almost impossible bone marrow match fora friend, raising millions for cancer research, or electing thecurrent president of the United States The Dragonfly Effect shows that you don't need money orpower to inspire seismic change.
9780470885598
Internet marketing--Political aspects
Social media--Political aspects
Internet--Social aspects
Social entrepreneurship
Social responsibility of business
Social change
658.872