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The dragonfly effect : quick, effective, and powerful ways to use social media to drive social change 1st ed

The dragonfly effect : quick, effective, and powerful ways to use social media to drive social change 1st ed (1회 대출)

자료유형
단행본
개인저자
Aaker, Jennifer Lynn. Smith, Andy, 1968-. Adler, Carlye.
서명 / 저자사항
The dragonfly effect : quick, effective, and powerful ways to use social media to drive social change / Jennifer Aaker, Andy Smith ; with Carlye Adler.
판사항
1st ed.
발행사항
San Francisco :   Jossey-Bass,   c2010.  
형태사항
xxv, 211 p. : ill. ; 22 cm.
ISBN
9780470614150 (hc) 0470614153 (hc)
요약
"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."--
내용주기
The dragonfly body: the system that keeps it airborne -- Wing 1: Focus: How to hatch a goal that will make an impact -- Wing 2: Grab attention: How to stick out in an overcrowded, overmessaged, noisy world -- Wing 3: Engage: How to make people connect with your goal -- Wing 4: Take action: How to empower others, enable them and cultivate a movement -- Onward and upward: You're flying! Now what?
서지주기
Includes bibliographical references and index.
일반주제명
Internet marketing --Political aspects. Social media --Political aspects. Internet --Social aspects. Social entrepreneurship. Social responsibility of business. Social change.
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100 1 ▼a Aaker, Jennifer Lynn.
245 1 4 ▼a The dragonfly effect : ▼b quick, effective, and powerful ways to use social media to drive social change / ▼c Jennifer Aaker, Andy Smith ; with Carlye Adler.
250 ▼a 1st ed.
260 ▼a San Francisco : ▼b Jossey-Bass, ▼c c2010.
300 ▼a xxv, 211 p. : ▼b ill. ; ▼c 22 cm.
504 ▼a Includes bibliographical references and index.
505 0 ▼a The dragonfly body: the system that keeps it airborne -- Wing 1: Focus: How to hatch a goal that will make an impact -- Wing 2: Grab attention: How to stick out in an overcrowded, overmessaged, noisy world -- Wing 3: Engage: How to make people connect with your goal -- Wing 4: Take action: How to empower others, enable them and cultivate a movement -- Onward and upward: You're flying! Now what?
520 ▼a "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."-- ▼c Provided by publisher.
650 0 ▼a Internet marketing ▼x Political aspects.
650 0 ▼a Social media ▼x Political aspects.
650 0 ▼a Internet ▼x Social aspects.
650 0 ▼a Social entrepreneurship.
650 0 ▼a Social responsibility of business.
650 0 ▼a Social change.
700 1 ▼a Smith, Andy, ▼d 1968-.
700 1 ▼a Adler, Carlye.
945 ▼a KLPA

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/교육보존6/ 청구기호 658.872 A111d 등록번호 111766226 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

목차

Foreword by Chip Heath, author of Made to Stick and Switch.

Preface.

Introduction: Why Reading This Book Is Worth the Investment.

The Dragonfly Body The System That Keeps It Airborne.

Wing 1: Focus: How to Hatch a Goal That Will Make an Impact.

Wing 2: Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World.

Wing 3: Engage: How to Make People Connect with Your Goal.

Wing 4: Take Action: How to Empower Others, Enable Them—and Cultivate a Movement.

Onward and Upward You’re Flying! Now What?

Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality.

Notes.

The Dragonfly Ecosystem.

About the Authors.

Index.


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