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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change (英語) ハードカバー – 2010/9/28
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Proven strategies for harnessing the power of 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, 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.
Marketing gurus (and married couple) Aaker and Smith turn Aaker's popular class at the Stanford Graduate School of Business into a handbook on using the power and popularity of social media to do good in the world. They employ real-world examples--an e-mail campaign to register bone marrow donors for hard-to-match patients, a Colombian engineer who used Facebook to organize a protest against the Revolutionary Armed Forces, Obama's grassroots campaign, the microlending site Kiva--to illustrate their mantra F+GET: "Focus, Grab Attention, Engage, Take Action." This is the "Dragonfly Effect," named for the insect's ability to move in any direction when its four wings work together. Specific, practical advice teaches readers how to translate anything--a product, service, community concern--into a powerful narrative that invites participation, how to communicate with potential supporters, how to craft a compelling video, and more. A fascinating, comprehensive guide for how to take your cause and compassion viral. (Oct.) (Publishers Weekly, July 26, 2010)商品の説明をすべて表示する
The Dragonfly in this case has a body (to keep it and your social media goals airborne) and four wings: wing 1 is focus, wing 2 is grab attention, wing 3 is engage and wing 4 is take action. Each wing (idea) gets its own chapter and includes very useful Design Principles that offer actionable material throughout the book.
What I especially liked about the book was the relevant case studies, a clear, engaging writing style and the sense that both authors are passionate about not only social media and its ability to effect change, but more importantly teaching the reader how to "know what they know" to orchestrate their own social media success story.
If you are looking to harness social media to accomplish a specific goal this is a great place to start.
The book Dragonfly Effect starts with a poignant story about an Indian Grad Student at Stanford and the effort taken by his friends to locate bone marrow match to save him. The power of social media to transform society is a a great start to the book and more so since India is undergoing seismic shift with a whole generation expected to embrace the digital world; from an audience of about 60 million, India's digital audience is expect to grow to 200 million in the next ten years. Dragonfly Effect presents a simple four step process to harness the power of social media, for non-profit and for-profit endeavours. I do hope the budding digital citizens of India will use its lessons to help bring about greater awareness of the huge social problems the country faces, the need for the top-of-pyramid to get involved with the issues facing the B-O-P consumers.
A great book, with a lot of lessons for the developing world as well.
Bill Wiersma--Author, The Big AHA and The Power of Professionalism