The Dragonfly Effect (E-Book) von Jennifer Aaker

Preface.

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 Themand Cultivate a Movement.

Onward and Upward Youre Flying! Now What?

Afterword by Dan Ariely, author ofPredictably Irrational andThe Upside of Irrationality.

Notes.

The Dragonfly Ecosystem.

About the Authors.

Index.

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.

A social psychologist and marketer,JENNIFER AAKERis the General Atlantic Professor of Marketing at Stanford Universitys Graduate School of Business. Her research focuses on time, money, and happiness, and how small acts create significant changefueled by social media. Her work has been featured in a variety of media includingThe New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, and NPR, as well as CBSMoneyWatch.

ANDY SMITHis a principal of Vonavona Ventures, where he advises companies on marketing, customer strategy, and operations. Over the past 20 years, he has served as a high tech executive, leading teams at Dolby Labs, BIGWORDS, LiquidWit, Intel, Analysis Group, Polaroid, Integral Inc., and PriceWaterhouseCoopers.