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.
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.
The Dragonfly Ecosystem.
About the Authors.
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.
|Book:||The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Social Change|
|Author:||Jennifer Aaker Andy Smith Carlye Adler Chip Heath Dan Ariely|
|Publisher:||Wiley India Pvt Ltd|
|Number of Pages:||240|
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