Jennifer Aaker & Andy Smith 
The Dragonfly Effect 
Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change

Proven strategies for harnessing the power of social media to
drive social change

Many books teach the mechanics of using Facebook, Twitter, and
You Tube 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, e Bay, 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.

Table of Content

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

About the author

A social psychologist and marketer, JENNIFER AAKER is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research focuses on time, money, and happiness, and how small acts create significant change–fueled by social media. Her work has been featured in a variety of media including The New York Times, Wall Street Journal, Washington Post, Business Week, Forbes, and NPR, as well as CBS Money Watch.

ANDY SMITH is a principal of Vonavona Ventures, where he advises companies on marketing, customer strategy, and operations. Over the past 20 years, he has served as a high tech executive, leading teams at Dolby Labs, BIGWORDS, Liquid Wit, Intel, Analysis Group, Polaroid, Integral Inc., and Price Waterhouse Coopers.