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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 First edition.

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 xxv, 211 pages : illustrations ; 22 cm
Edition First edition.
Bibliography Note Includes bibliographical references and index.
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.
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.
ISBN 9780470614150 (hbk.)
0470614153 (hbk.)
OCLC # 460061966
Table of Contents
 Preface / Chip Heath 
 Introduction: Why Reading This Book Is Worth the Investment / Chip Heath 
 The Dragonfly Body: The System That Keeps It Airborne / Chip Heath1
Wing 1Focus: How to Hatch a Goal That Will Make an Impact / Chip Heath19
Wing 2Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World / Chip Heath49
Wing 3Engage: How to Make People Connect with Your Goal / Chip Heath73
Wing 4Take Action: How to Empower Others, Enable Them-and Cultivate a Movement / Chip Heath107
 Onward and Upward: You're Flying! Now What? / Chip Heath143
 Afterward / Chip Heath165
 Notes / Dan Ariely173
 The Dragonfly Ecosystem / Dan Ariely191
 About the Authors / Dan Ariely201
 Index / Dan Ariely203

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