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—Daniel H. Pink, author of A Whole New Mind and Drive
"The Dragonfly Effect is actionable, credible, and absolutely necessary for anyone looking to use social media and Facebook to drive social good."
—Sheryl Sandberg, COO, Facebook
"The Dragonfly Effect shows anyone how to get involved and take action on issues that matter to them. Its principles lay the foundation for any organization looking to harness the power of social media to champion a cause and create positive change in the world."
—Pierre Omidyar, founder and chairman, eBay; founding partner, Omidyar Network
"So much of the recent focus on social technology has emphasized its power to distract. It is hugely gratifying to see a book which focuses on its power to attract, to powerfully bring together caring people around critical social problems to address them at global scale. The same principles that make a YouTube video go viral can help bring disaster relief to Haiti. It is all just a matter of making it happen. Thanks to The Dragonfly Effect, you can now learn how."
—Geoffrey Moore, Co-Founder and Managing Director, TCG Advisors & author of Crossing the Chasm and Dealing with Darwin
"This book makes envisioning, formulating, and executing a social media strategy an intuitive and—dare I say—fun process!The Dragonfly Effect shows how any individual or organization can turn their passion for reaching out to the world into a concrete set of actions."
—Jessica Jackley, Founder of Kiva and Profounder
"The Dragonfly Effect shows how social technology, openness, and empathy can come together to change the world. Read this book to discover dynamic ways to harness this potential for good."
—Charlene Li, author of Groundswell and Open Leadership & Founder, Altimeter Group
"There's theory and there's applied theory. The Dragonfly Effect brings us all the way from the science into the execution. To me, it's that last mile that most of us miss. With this, you can take your ideas all the way through the last mile."
—Chris Brogan, author, Trust Agents and Social Media 101
"This truly innovative book identifies four powerful forces shaping our lives and shows how they are working together in unanticipated and creative ways. The Dragonfly Effect is fundamentally relevant to all younger leaders, who will spend their lives learning to leverage these forces, and to any leader from the baby boomer generation who wants to stay current with the role of social technology in business and our lives."
—Bill Meehan, Director Emeritus, McKinsey and Co., Inc.
"Too few executives take happiness seriously as a brand attribute, missing opportunities to build into products and services those features that would increase the overall delight and well-being of users and employees alike. Aaker and Smith have created an interesting, thoughtful, and engaging book to provoke new thinking about the power of joy."
—Joel Peterson, Chairman, JetBlue Airways
"The Internet has made it possible for individuals and small groups to have an impact far beyond their size. Read The Dragonfly Effect to learn how to translate your good intentions into actual, real, tangible, world-changing good!"
—Avinash Kaushik, Analytics Evangelist, Google & author, Web Analytics 2.0
"The Dragonfly Effect is an inspiration and joy to read. Drawing on design thinking principles and emotional contagion, this is an important read for anyone contemplating the virality of ideas and creating infectious action. You will love it. It will transform you and your work."
—Pat Christen, President & CEO, HopeLab
"Motivating and inspiring, The Dragonfly Effect makes readers answer the question ‘how can I make an impact in the world?’ with yet another question: 'what am I waiting for?' Whether acting as an individual or a corporation. Aaker and Smith show you how to harness the power of social media as a force for good, in a way that even a CFO will love."
—Lisa Edwards, Head of Global Business Development, Visa Inc.
"This book takes the fast-evolving world of social media and offers a clear, inspiring guide to create social change."
—Bobbi Silten, Chief Foundation Officer, Gap Inc.
"An excellent read. The Dragonfly Effect offers a guidepost for every marketer struggling to stay on top of fast evolving social media trends and use peer-to-peer marketing to mobilize a mass audience. Even more powerfully, the book demonstrates that by using our networks for good, we will be happier and more successful individuals—in life and at work."
—Joanna Drake Earl, COO, Current Media
"If you are ready to change the world The Dragonfly Effect has the social networking secrets you've been looking for."
—Gregory Baldwin, President, VolunteerMatch
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Most helpful customer reviews
5.0 out of 5 stars
Très satisfait,
This review is from: The Dragonfly Effect (Hardcover)
Mon livre est arrivé rapidement et en parfait état. L'information sur le produit qui était disponible sur le site était complète et m'a permis de faire un choix éclairé.
5.0 out of 5 stars
How to harness social technology to achieve a single, focused, concrete goal,
By
This review is from: The Dragonfly Effect (Hardcover)
In this book written with Carlye Adler, Jennifer Aaker and Andy Smith explain how to "leverage the power of the new social media to do something that really matters." They invoke the dragonfly both as a symbol and as catalyst: "The dragonfly is the only insect able to propel itself in any direction - with tremendous speed and force - when its four wings are working in concert. This ancient, exotic, and benign creature illuminates the importance of integrated effort. It also demonstrates that small actions can create big movements. To us, what we call the Dragonfly Effect is the elegance and efficacy of people who, through the passionate pursuit of their goals, discover that they can make a positive impact disproportionate to their resources."Others have their own reasons for praising this book. Here are two of mine. First, Aaker and Smith make skillful use of reader-friendly devices inserted throughout their narrative that focus on key points while offering rock-solid practical advice. For example: o Harnessing the Power of Blogging (Page11) o Embrace: How Design Thinking Works (22-23) o Cultivating a Human-Centered Approach (25) o Go Where People Are (39) o Three Tips for Facebook Presence (43) o Grabbing Attention Immediate (59) o Characteristics of Highly Engaging Campaigns (80-81) o How to Tell a Story (83) o Storytelling Boot Camp (85) o The Dragonfly Encyclopedia of Asks (125) o Three Rules to Win with Game Play (133) o Engineering Virality (Robert Scoble, Page135) o The Importance of Being Open (Charlene Li, 137) o The Dragonfly Effect Model (162) o Getting Started with Social Media (163 In certain respects, the dragonfly symbolizes the "what" of leveraging the new social media to do "something that really matters" but the dragonfly also serves as a catalyst for the framework within which Aaker and Smith explain the "how" and, when appropriate, the "why" of achieving that worthy objective. I also appreciate how skillfully they use acronyms to organize their examination of the four "wings" that provide speed and power to the transformation process. The Dragonfly Model is Focus + GET and these are the acronyms for each of the four wings. HATCH: Humanistic, Actionable, Testable, Clarity, and Happiness (Focus, Page 32) PUVV: Personal, Unexpected, Visual, and Visceral (Grab Attention, Page 66) TEAM: Tell a Story, Empathize, be Authentic, and Match the media (Engage, Page 101) EFTO: Easy, Fun, Tailored, and Open (Take Action, Page 139) Aaker and Smith have an insatiable curiosity to understand what works, what doesn't, and why. Clearly, they are determined to accomplish something "that really matters": to share what they have learned with as many people as possible. That is why they wrote this book, with Carlye Adler, and why they urge their readers to check out all the resources at http://www.dragonflyeffect.com/blog/. I agree with Michael O'Malley that there is much of value to be learned from bees. As Jennifer Aaker and Andy Smith brilliantly explain in this book, the same is true of dragonflies.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.9 out of 5 stars (30 customer reviews) 14 of 15 people found the following review helpful
5.0 out of 5 stars
Focus + GET (i.e. Grab Attention, Engage, Take Action),
By Marylene Delbourg-Delphis - Published on Amazon.com
This review is from: The Dragonfly Effect (Hardcover)
This excellent book focuses on how social media have the power "to make a difference." In a way, that's what all the books about social media are about. However, the special focus of The Dragonfly Effect is to emphasize the behavioral components that drive the actual impact of social media campaigns, and "make them stick," to reuse the expression coined by Chip Heath, who wrote the foreword of the book. The dragonfly metaphor gives the authors the four wings of the model that governs the efficiency of a social campaign: Focus + GET (i.e. Grab Attention, Engage, Take Action): "A dragonfly travels with speed and directionality only when all for wings are moving in harmony," the authors note. Each wing constitutes a chapter, and each chapter details the specific design principles for building up the emotional contagion process.The book starts with the powerful story of two teams who ended up joining forces, Team Sameer and Team Vinay. Contrary to most social media stories, we are not in a fairyland here: Sameer Bhatia and Vinay Chakravarthy both lost their battle against leukemia in 2008. But both teams achieved phenomenal success by making an impact, not only by raising awareness about donating bone marrow, but also by getting tangible results - i.e. changing mindsets and doubling the number of South Asians registered with the National Marrow Donor Program (NMDP). The initial condition of success in social medial is to have a focus; in other words, "to hatch a goal that will make an impact." This focus is driven by five design principles: Humanistic, Actionable, Testable, Clarity, and Happiness. Yet, focus, however clear it may be, is not enough. How are you going to stand out in an "overcrowded, overmessaged, and noisy world?" This is when the art of "grabbing attention" comes in, with its own design principles: send out a message which is personal, unexpected, and visual, triggers a visceral reaction, and subsequently enables people to connect with your goal -- engage. People will join your cause if you tell them a story in which they can believe, if you are authentic, address them when they can listen, and if, in turn, you respond to their engagement. Once this is done, you have all the basic prerequisites for people to feel empowered and take action. This is the sort of groundwork that gets 100,000 people to join your Save Darfur Facebook group. "Your goal is to inspire and enable your group to take action." In short, "movements that begin online must be backed by real-life action; otherwise, there is no point." The book reads well (and is well-written), and again, has the merit emphasizing the social psychology side of leveraging social media both for the initiator and the followers of a social media movement. Multiple examples relevantly illustrate the point of the authors. We may take some exception, to a certain extent, with the use of the Obama campaign as a model. While it is true that the Obama social media campaign itself exemplifies the four wings of The Dragonfly Effect and showed efficiency in making people vote, it is also obvious that Obama failed to create an enduring movement capable of morphing into a lasting political groundswell supporting him as President. An additional chapter could have dealt with the art of stringing campaigns together with a more precise analysis of the complexity of the dialectical interactions between the online and the real worlds. While it is customary to emphasize the social media aspect of the Obama campaign, the actual efficiency of the campaign was founded upon a complementary relationship between the analog and digital worlds. The physical side of the Obama tribe fizzled out, which, in turn, made his team overlook the necessity of coining an efficient social media message moving forward. No Social Web can affect change without a "ground crew" on Terra Firma and, as Dan Ariely mentions in this afterword, an understanding of the predictable irrationality "of what motivates the people behind the social network." 16 of 18 people found the following review helpful
5.0 out of 5 stars
Inspiration & wisdom on the effective use of social media as a powerful marketing tool,
By michal - Published on Amazon.com
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This book provides a great road map for harnessing social media for infectious action. Reading it will be of enormous value to both individuals and organizations wanting to mobilize support for a cause or brand.As someone who does research on cause-related marketing, I also consider this book to be very relevant for understanding how firms can most effectively communicate their CSR actions in a way that has maximal impact. However, this book is not just for nonprofits and companies involved in cause related marketing. Indeed, although many of the examples are about efforts to help others, the book also offers concrete ideas that can be used by brands to build meaningful relationships with customers as well as employees. The broader scope of this book is on using social media to inspire people to take actions that will truly make a difference. Illustrations of how this can work for brands include examples from large companies such as Nike, eBay, and Google as well as from smaller ventures such as FourSquare, Groupon and Cookpad. In a world where so many organizations are struggling to develop a meaningful social media strategy, this book does a great job of offering hands-on tools, based on solid academic research, for how to do it right. Its definitely a must-read! 6 of 6 people found the following review helpful
5.0 out of 5 stars
Great weekend read, for even the non-Technorati.,
By N. P. Heille "Nick" - Published on Amazon.com
This review is from: The Dragonfly Effect (Hardcover)
The heart of The Dragonfly Effect is the "why" of social media which includes Facebook and Twitter. Co-author Jennifer Aaker, uses her expertise as a social psychologist and marketer, to show how important the value of the emotions, especially happiness, are in the engagement of users of social media. Great weekend read, for even the non-Technorati.As the authors' quote Margaret Mead: "Never doubt that a small group of thoughtful committed citizens can change the world. Indeed, it is the only thing that ever has." It is also a good summary of the book. Reviewer: Nicholas P Heille; Minneapolis, MN; 12-7-10 |
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