The Dragonfly Effect

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 "e;wings"e; 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.

Proven strategies for harnessing the power of social media todrive social changeMany books teach the mechanics of using Facebook, Twitter, andYouTube to compete in business. But no book addresses how toharness the incredible power of social media to make a difference.The Dragonfly Effect shows you how to tap social media andconsumer psychological insights to achieve a single, concrete goal.Named for the only insect that is able to move in any directionwhen its four wings are working in concert, this book* Reveals the four "wings" of the Dragonfly Effect-and how theywork together to produce colossal results* Features original case studies of global organizations like theGap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups likeGroupon and COOKPAD, showing how they achieve social good andcustomer loyalty* Leverage the power of design thinking and psychologicalresearch with practical strategies* Reveals how everyday people achieve unprecedentedresults-whether finding an almost impossible bone marrow match fora friend, raising millions for cancer research, or electing thecurrent president of the United StatesThe Dragonfly Effect shows that you don't need money orpower to inspire seismic change.

Foreword by Chip Heath, author of Made to Stick and Switch ixPreface xiIntroduction: Why Reading This Book Is Worth the Investment xiiiThe Dragonfly Body The System That Keeps It Airborne 1Wing 1: Focus: How to Hatch a Goal That Will Make an Impact 19Wing 2: Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World 49Wing 3: Engage: How to Make People Connect with Your Goal 73Wing 4: Take Action: How to Empower Others, Enable Them--and Cultivate a Movement 107Onward and Upward You're Flying! Now What? 143Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality 165Notes 173The Dragonfly Ecosystem 191About the Authors 201Index 203