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Author Aaker, Jennifer Lynn.
Title 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.
Edition 1st ed.

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Author Aaker, Jennifer Lynn.
Subject Internet marketing -- Political aspects.
Social media -- Political aspects.
Internet -- Social aspects.
Social entrepreneurship.
Social responsibility of business.
Social change.
Alt Name Smith, Andy, 1968-
Adler, Carlye.
Description 1 online resource (xxv, 211 pages) : illustrations
Edition 1st ed.
Bibliography Note Includes bibliographical references (pages 173-190) and index.
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.
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 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."-- Provided by publisher.
Note Print version record.
ISBN 9780470885598 (electronic bk.)
0470885599 (electronic bk.)
9780470885604 (electronic bk.)
0470885602 (electronic bk.)
9781282773424 (electronic bk.)
1282773429 (electronic bk.)
9780470614150 (hbk.)
0470614153 (hbk.)
ISBN/ISSN 9786612773426
OCLC # 676731273
Additional Format Print version: Aaker, Jennifer Lynn. Dragonfly effect. 1st ed. San Francisco : Jossey-Bass, 2010 9780470614150 (DLC) 2010024706 (OCoLC)460061966

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