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