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

255 Pages·2010·3.89 MB·English

by  Jennifer Aaker

THED RAGONFLY
EFFECT
QUICEKF,FE CTAINVDEP ,O WERFWUAlY S
TOU SES OCIMAElD IA
TOD RIVSEO CICAHlA NGE
JENNIAFAEKRE R
ANDSYM ITH
WITCHA RLYE ADLER
•
J JOSSEY-BASS
A Wiley Imprint
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www .josseybass.com
Tabloef C ontents
Prsiae
TitPlaeg e
CopurPiagghet
Dedication
Foreword
Preface
Introduction
The DragonflByo dy- The SysteThma t KeepIst Airborne
TheD ragonEfflfyea cWtto rk
WING 1F ocu-Hsowt oH atcahG oaTlh aWti lMla kea nI mpact
DeisgnP rincitpoTl heisnF ko cused
HATCHeGdo alisnA ction
YeWse CanH!o wO bamWao nw ithS ociaMle dia
TheP oweorfO ne
SmalAlc tCso ntritboBu itCgeh anges
WING 2 GraAbt ten-tiHoonw t oS ticOku ti na nO vercrowded,
OvermessNaogiesdv,W orld
DeisgnP rincitpol eGsAr tatbe ntion
IdeaPtreo,t otypTee,s t-MeaMseuarseu,M reea,s ure
WING 3 Engage- Howt oM akeP eopCloen newcitthY ouGro al
Howt oE ngage YouAru dienTcher ouSgohci aMled ai
FouDre isgnP rincipolfEe ngagesm ent
Char:iW tavteErngage s
WING 4 TakAec tio-nHowt oE mpoweOrt heErnsa,b Tlhee m-and
CultivaMtoev eam ent
InpsiriAncgt ion
A CaltloA ction
TheP svchoolfoA gsyki ng
Whatt oA skF o?r
PickithnegR igThytp oefA sk
DifferteeB nettwieaenF irstS eacnodAn sdk s
Askf oTri m(eB efoMroen ev)
DeisgnP rincitpoEl mepso weOrt herTsa ktAeoc tion
Onwarda ndU pwar-dYou'rFley ingN!o w Wh at?
TheF eaFra ctor
StratUesgeoi Expfce ctations
OverachiAerveOe vresr rated
GettIidnegta osT akFeli ght
TheD arSki doefS ociTaelc hnology
TheP owerS oocfiM aeldia
To GFoa rG,oT ogether
Afterword
Notes
The DragoEncfloys ystem
AboutthA eu thors
Index
MoreP raisfeo rTh eD ragonfElffy ect
"Tehres' theoarnyd t heres' aplpide theorThye. D ragfloyn Effect
brinugsals l t hew ayfr omt hesci encei tnot hee xecutiToonm .e ,it s'
thalta smti lteh amto st uosmf is sW.i tht his,y ouca n takyeo uird eas
allt hwea y thrtohulega hms itl e."
-ChrBirso gaaunt,h oTrr,u Asgte natnsdS ocMieadli 1a0 1
"Thitsr uilnyn ovtiaveb ookid entififeosup ro werlff ourcsehaspi ng
ourl ivaends s howhso wt heayr weo rkintgo getihnue nran ticipatde
andc reatiwvaey sTh.e D ragfloynE ffecti sf udnametnalrleyl evtaon t
ally oungleaerde rsw,h owi lls pedn thirel ivleesarni ngt ol everage
thefsoer caendst ,o a nyl aederfr omt hbea bbyo omegre nerawtihoon
wanttsos tacyu rrtewi ntht her ole soocifa lte chnloogyi nb uisness
ando url iv."e s
-BiMlele hadni,r ecetmoerr iMtucsK,i nsaendyC o.I, nc.
"Tofoe we xecutitvaekshe a pipensss eriosyul asa branadttri but,e
misisgn opportitiuenst ob uilidtn op roducantdss ervictehso se
featutrheaswt o uld inecarsteh eo veraldle liagnhdtw e-lbliegn of
userans d employeaelsi kAea.k earn d Smithh avec eratde an
itnreesting,t houghl,ta nfdue ngagibnogo tko p rovonkeewt hinking
aboutt hpeo werj oo."yf
-JoePle terscohna,i rmJaetBnlu,e Airways
"TheI nternheatsm ade tpi osibslef oirnd iviadlausnd s magrlolu ptso
havaen i mpacfta bre yodn thires izRee.a Thd eD ragfloynE ffectt o
leahronw t otr anslyaotuegr o oidn tentiinotnoas c turaela,tl na,g ilbe,
word-lchanginggo do!"
-Avniash Kaushiakn,a lsy etivcangeGloiosgtl,ae n;da uthoWre,b
Analy2t.0i cs
"The DrflaygE offencti sa nin sipration and jao yt ore ad.D rawingo n
designt hinkinprgni cipleasnd emotioncaonlta gion, thiiss a n
importtar enad fora nyonen temcpoltiangt hev iraolfii tdye aasnd
creatiinngf ectiaocutisoY no.u wi lll oevi tIt. wi lltr ansfoyromua nd
youwro r"k .
-PaCth risptreesined,n atn dC EOH,o pLeab
''Motivaatindn gn isiprnig,Th e Dragfloyn Effectm akesr eaders
answtehrqe u esti,o' nhocwan Im akea nim pacitnt hew ord?l'wi th
yeatn othqueers ti,o' nwhaatmI w aitifnog?r 'Aak er andS miths how
youw,h ethaecrti nagsa nin diviudalo r cao rpatioor,nh owt oh arness
thpeo wers ocioafl dmaie aas forcgeo dof,io nar way thaaC tF Oe ven
willl ov."e
-LisEad wasr,d ehado fG lobBausli ensDse velopmVeisnaIt n,c .
''Tbhoiostk a kethsfe a st-evolvinwgo rlodfs oacilm edai adn offear s
cleianrs,irp inguigd e toc reastoeaci l ancghe."
-BobibS iltCeFnO,G, a pIn c.
" Aaker and Smiths harreo suign storianeds a cleapro,we rflu
aprpoacht ou sign saolcim ediat op rodupcoesti ive impactCr.e ative
mindswi llfe el iirendsa npde mpowered."
-ChrFilisn k,a sscioatep rofesHsaosrsP,ola tnter nIstitteu oDfe sign
atSt anford
"Refreinsgha nd compelTlhieDn rga,g onEflffye cptr oviad geasm e
platnol eversaocigaeml e diaf osroci aglo doa ndb ottom-sluciecnse.s
Then eetdo e fficientlanyd effeclyti cvoennewictth c onsumeirss
unchanginbgu,tt hem eantso d os oi se vlovinqgui ck.lA yakearnd
Smiths how htoobw etr uly conantea dc eteempde, a ningflu lle".v e
-JefWfe edman,v ie-cpreisedntf oGrl obBauls niesDse velopment,
Proc&t Gearm ble
"Ifa dragonflflayp ist wisn gsi nF acebookwi,l li tca use a aslo ci
tsunaimnTi wi ttr?eT hsib ooskh owyso uh owt oa lisgonaci la ctions
toca usem eaningflcu hange.A ndt hats'w harte almlayt teirnts h eer a
ofn ewm edia."
-BriSaonl pirsni,cip a,lF utuWroer ksa;n da uthEonrg,a ge
"AakaendrS mithc reeadat b eautifluylv isaulb ootkha ts'v iiosnaryye t
practicalIt. p rovtehsaa tn yocnaenc hangteh weo rd.l"
-NancDyu ar,tC eEOD,u arDteesi gn;a nda uthSolri,d e:ology
"Anex cellter neaTdh.eD ragonEflffye cotf feargui sd eposftoe rv ery
markesttreurg glitnosg t aoynt oopf f a-sevto lving aslo cidmiaetr ends
and usep eer-to-peer tmoma orbkieltiain mzgae s asu dinece.E ven
morpeo werfluyl,t hbeo odke monstratetsh abtyu signo urn etworks
fogro od,w ewi llb eh apiprea nd morseu cecsfsuli dnviidaulsi-nl ife
anda tw or"k .
-JoanDnraa kEearl ,C OOCur,r entM edia
"Ify oua rree adyt oc hanget hew orlThde,D ragfloynE ffecth ast he
soaciln etworking se'vcerb eetelsno oykionfugo" r .
-GregoBralydw inpr,se iedn,tV olunteerMtcah
"TheD ragfloynE ffecti sn ootn liytn legleinta bouts oaciln etwoarnkds
gettinga ctionb,u ta lshoa se normoaumso untosf esrearocnh
persuasoin,v iarlm arketinstigc,ki enssa,nd framing messages.
W el-wlrtitne and itnreesting,t s hiolud bea s tnadadr marketitnegx t,
andwi llb ea woenrdflur eferencef oyre atrosc ome."
-JeffrPefye fafuetrh,Tho reK, n owing-GDaopi ng
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