The Dragonfly Effect Hardback - 2010

Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book has addressed 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, The Dragonfly Effect reveals how four key actions can come together to produce colossal results. By learning how to effectively Focus, Grab Attention, Engage, and Take Action, everyday people can achieve unprecedented results--whether they are looking to ignite a corporate program, save a life, or change the world. Jennifer Aaker and Andy Smith show how individuals, armed with only an Internet connection, were able to find an almost impossible bone marrow match for a friend, raise millions for cancer research, create widespread corporate engagement with consumers and employees alike, and even elect the current president of the United States.

Featuring dynamic, original case studies of global organizations like Gap, Starbucks, Kiva, Nike, eBay, and Facebook, as well as start-ups like Groupon and COOKPAD, The Dragonfly Effect shows how they achieve both social good and customer loyalty by leveraging the power of design thinking with practical strategies. With additional "Expert Insights" from key thought leaders and social media strategists Charlene Li, Randi Zuckerberg, Robert Scoble, Avinash Kaushik, and Oren Jacob, The Dragonfly Effect shows you how to bring people together in the age of distraction, and how to inspire widespread change without money or power.