The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Social Change

Key Features

• CONFIRMED: FOREWORD BY CHIP HEATH, author of Made to Stick and AFTERWORD BY DAN ARIELY, author of Predictably Irrational.
• Endorsements: A wide range of eminent practitioners and scholar willing to and/or have already offered quotes about the book and will promote the book on their websites and blogs
• Speaking: Stanford GSB routinely sends Aaker to give talks to alumni, executive education programs, and corporate sponsors. In a typical year, Aaker gives 10-15 talks/year at venues such as Google, Intel, Time Warner, Adobe, Cisco, and Sun - and has worked with consumer organizations such as P&G, Disney, Michelin, General Motors, PEOPLE, and Levi's; nonprofit organizations including Hope Lab, Volunteer Match, YMCA, the Democratic National Conference for Service (keynote for 3,000+) and the Young Presidents Organization; and the Re-Imagining Service Taskforce, comprised of members of the White House Department of Social Innovation and Service, for-profits, non-profits and NGOs.
• Mediagenic Star at Stanford: The media outreach offices at both the GSB and Stanford University will promote The Dragonfly Effect. (Note: Similar Stanford superstar author/professors include Chip Heath & Robert Sutton-both of whom are fans of Aaker's.) Jennifer is known as a media-friendly professor, and has a close cooperative relationship with the Communication Office, who turn to her whenever they have journalists looking for an expert.
• Media: Jennifer is contacted routinely by both science and business journalists from major newspapers and magazines, including Nighttimes, Washington Post, Fortune, Wall Street Journal, LA Times)
• Social Media, Online Communities and Branding: On TheDragonflyEffect.com, the authors plan plan to house open-sourced frameworks, starting with the Dragonfly Framework: http://www.helpsameer.org/strategy/. Experts at Mozilla will help to build out the open-sourced platform. Regular blogs will be posted on the website, inviting comment and content. Authors will use videos, Facebook, Twitter, blogs and micro-blogs to drive traffic to online retail and our website (using the same techniques outlined in the book).

About the Book: The Dragonfly Effect: Quick, Effective and Powerful Ways to Use 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.

Contents

Introduction: Why Reading This Book Is Worth the Investment.

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?

Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality.

Notes.

The Dragonfly Ecosystem.

About the Authors.

Index.

About the Authors: Jennifer Aaker, Andy Smith

Jennifer Aaker. A social psychologist and marketer, Aaker is the General Atlantic Professor of Marketing at Stanford University's Graduate School of Business. Her research spans time, money and happiness. She focuses on questions such as: What actually makes people happy, as opposed to what they think make them happy? How do small acts create significant change, and how can those effects be fueled by social media? She is widely published in 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, Science and NPR. A sought-after teacher in the field of marketing, Professor Aaker teaches in courses such as Building Innovative Brands, How to Tell a Story, Designing Happiness, and The Power of Social Technology. Recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, George Robbins Best Teacher Award and both the Spence and Fletcher Jones Faculty Scholar Awards, she has also taught at UC Berkeley, UCLA and Columbia.

Andy Smith. Author, marketing strategist and startup advisor, Smith is a Principal of Vonavona Ventures where he advises and bootstraps technical and social ventures. Over the past 20 years, he has served as an executive in the high tech industry 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. He is a contributor to GOOD Magazine, where he writes on businesses that embrace and integrate a social mission. He has also spoken at World 50, Marketing Week, Intel, TechCore and Interbrand, and is on the boards of ProFounder, 140 Proof, LIF Brands, EveryWun, and One Family One Meal. Andy earned his MBA at UCLA's Anderson School and holds an Economics degree from Pomona College.