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The Dragonfly Effect, by Jennifer Aaker, Andy Smith
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Here are 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.
- Sales Rank: #39223 in Audible
- Published on: 2011-01-10
- Format: Unabridged
- Original language: English
- Running time: 281 minutes
Most helpful customer reviews
23 of 26 people found the following review helpful.
Focus + GET (i.e. Grab Attention, Engage, Take Action)
By Marylene Delbourg-Delphis
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."
19 of 21 people found the following review helpful.
Inspiration & wisdom on the effective use of social media as a powerful marketing tool
By Michal Strahilevitz
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!
17 of 19 people found the following review helpful.
Good first book to read, strong general description, but rather general
By Mark P. McDonald
The Dragonfly Effect is recommended as one of the better books that discusses how social media works and to get advice on how to think about your own initiative. The authors focus the book on the application of social media to social causes, but do not let this focus deter you from thinking that the book is only applicable to not-for-profit situations.
The book is organized around the four things the authors have learned in developing course materials at Stanford's business school. The four things are:
Focus
Grab Attention
Engage
Take Action
The authors employ these areas and their own advice in this book by concentrating on a focused subject - the use of social media to do good. They start with attention grabbing stories of individuals and how they and groups formed using social media to do good. The material is engaging from the perspective that the reader can see how they can apply these ideas or would want to participate in such a cause. Finally, he decision trees and other support leads one to take action.
This places the book somewhere between the thinking and content found in a Seth Godin or Clay Shirky book and the plethora of recipe oriented books about social media. The advice in this book is similar to what you will find in just about every book on social media. That may lead you to discount this advice, but I believe that Aker and Smith found it first and have described it better.
The book is recommended for people who want to understand the principles, practices and ideas that drive social media as its more at the general public than others. Marketing and Communications will find more advice than managers who are looking for ways to think through these issues with an eye toward implementation.
Overall this is one of the better books to discuss social media, it is about a 4.5 stars -- too descriptive to provide a 5 star review, but prescriptive and clear enough to warrant a more than a three star rating, which is how I came to give it four stars.
The Dragonfly effect is a good book; you will not waste your time reading it. Highly recommended as the first book on social media, you should read, but if you have read others chances are, you will hear a similar refrain in this work. Still worth the read.
Strengths
Action oriented in describing both what works, why it works and how it might work for you. Each chapter ends with a decision tree that reflects its contents and offers a way to put the ideas into practice.
The stories are personal and compelling describing how people used social media to support creating positive results in the world. This is an attitude that reflects both the social dimension of social media as well as its application as a business tool.
The book is comprehensive without being onerous. It is written in a style that makes for clear reading and the ideas very accessible. Its focus is descriptive and its audience appears to be aimed more toward marketing executives than general or line managers.
Challenges
The book could benefit from more discussion of the application of the technology and the techniques that drive the four forces they describe. Instead, the book describes the situation and the results with limited discussion of how they got those results.
The book tries a little too hard to 'brand' around the idea of the dragonfly. The point the authors make the dragonfly a focus because it has the ability to move in every direction equally well. That is true and its true of good social media, but the advice provided in the book appears more as a sequential process than a set of interdependent abilities.
The stories in the book, while engaging and illustrative, basically follows the same pattern of the four actions of the 'dragonfly.' This makes the books messages tight, but it keeps the book from exploring the richness of the innovations and different ways people are using social media to create good.
The book's examples place have an over reliance on Facebook and Twitter as the basis for social media success. While these platforms are important and give the individuals discussed in the book a basis to build a community, they are not the only means to engage in social media.
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