The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Review

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Feature

• ISBN13: 9780470614150
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Overview

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.

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Specifications

Amazon Exclusive: Q&A with Authors Jennifer Aaker and Andy Smith

What is the Dragonfly Effect?
The Dragonfly Effect is a model that taps concepts from social media, marketing strategy, and consumer psychology to help people achieve a single, concrete goal. We named it after the only insect that can move swiftly in any direction, and even hover, when its four wings are moving in harmony. The four “wings” of the model—Focus, Grab Attention, Engage, and Take Action—work together to help readers produce the change they seek, and that desired change can take many forms: social good, employee morale, or customer loyalty, among many others.

The name itself is a tribute to the “Butterfly Effect,” which is itself built on chaos theory. It describes how the flapping of a butterfly’s wings might have an impact on the weather halfway around the world. The dragonfly, however, moves with tremendous speed and force, and compared to a butterfly, it has about twenty times more power in each flap of its wings. You can imagine that potential is even greater when harnessed and coordinated on a mass scale. Al Gore, former vice president and master viral-message maker, once said, “If you want to go quickly, go alone. If you want to go far, go together.” Small acts create big change, and working in concert maximizes your ability to go farther faster—and in any direction you choose.

What inspired you to create this movement (or ecosystem)?
There were three underlying reasons we started working this book: first, Andy’s experience in marketing and harnessing social media to build brands suggested that the social space could be deployed in a fundamentally new way; second, Jennifer’s research on happiness, which shows that what people think makes them happy isn’t really what makes them happy; and third, most importantly, our own personal experience working with amazing, smart people to find a bone marrow match for a friend, which, as a result, helped to build up a bone marrow registry that’s helped thousands of others. Those stories, and the tools that were developed as a result, are described in this book.

These three things led to “The Power of Social Technology,” a class that Jennifer teaches at the Stanford Graduate School of Business. The class is designed to help entrepreneurial students harness the social web to cultivate good in the world. The course demonstrates not only that people are clamoring for ways to use the social web for good, but that there’s a framework and a repeatable process that can help them achieve their goals quickly. We wanted to share this model with as many people as possible and are excited to see what can be achieved as even more people get involved.

Lots of books describe how to use social media. How is yours different?
That’s true; there are many excellent books that teach the mechanics of using Facebook, Twitter, and YouTube. And some explain how to use these tools to compete in business. But few books address how to harness the incredible power of the social web to make a difference. The Dragonfly Effect shows you how to tap social media and insights from consumer psychology to achieve a single, concrete goal. We walk readers through the Obama campaign and how they pioneered social technology strategies to create political change; how Starbucks uses the social web to engage with customers and educate fans about social-good initiatives, such as buying fair trade coffee; how ProFounder provides a platform for crowdfunding for small businesses, making micro-loans easily available to entrepreneurs; and how everyday people are able to improve the chance of survival for cancer patients.

We also have direct insights from the founders of eBay’s World of Good, storytellers from Pixar, and leaders from Facebook, Twitter, and Google…all offering their unique expertise and success stories. Throughout the book, readers will also find Dragonfly Toolkits designed to break down potentially intimidating first-steps and walk them through the process of getting started with easy-to-implement actions.

What do you mean by “the ripple effect” and “emotional contagion”?
Just as a rock thrown into a pond leads to a series of waves that radiate in all directions, the small act that you do can lead to big, often unimaginable results. Research shows that ripple effects result from small acts that have a positive significant impact on others over time. When the action at the epicenter of the ripple effect is based on deep meaning (or something that you believe will make you happy), a multiplier effect can occur because of principles of emotional contagion.

Emotional contagion is the tendency to feel emotions similar to and otherwise be influenced by the emotions of others. So when others around you start to feel the way you do, they can become more strongly energized and mobilized. The fact that your feelings of happiness or meaning can actually infect others also helps explain why some initiatives work and others don't. It underscores the potential for organizations of all types to cultivate social good—which is often tied to happiness and meaning—when they’re trying to capture the imagination of their employees and customers.

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Leading in a Culture of Change

Leading in a Culture of Change Review

Michael Fullan, the dean of the Ontario Institute of Studies in education, in this work addresses the common challenges facing business, nonprofit, and educational sectors. He presents an approach for varied settings to leaders to help them navigate the change process. Fullan integrates these five core competencies...
1- attending to a broader moral purpose,
2- keeping on top of the change process,
3- cultivating relationships
4- Sharing knowledge
5- Setting a vision and context for creating coherence
These 5 competencies are intended to empower leaders to deal with factors that are difficult and ever changing. These disciplines were well explained and were accompanied with real life illustrations from schools and businesses to validate and clarify each component. My absolute favorite part of the book came in the end of the book. Fullan explains, through Fontaine's The Tortoise and the Hare fable, how learning to be a great leader is much more like the tortoise than the hare. These disciplines are slower (long haul) lessons. The three identified were slow learning, learning in context, and comprehensive internal commitment from leadership. These are tortoise lessons because the better leaders will take time to assess/reassess current status, listen to input, win over resistant members, and learning what is the right thing for each work setting. The author even goes as far as to suggest a ten year " rule of thumb" to really build relationships, strive for coherence, cultivate one' own moral purpose. It is apparent that this process challenges one's own personal practices as well as those of the organization. Sometimes educational institutions can "jump on the band" wagon with new approaches instead of staying the course for what will bring sustained change and improvement for all levels of the organization.
Melba Hooker

Leading in a Culture of Change Feature

• ISBN13: 9780787987664
• Condition: New
• Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

Leading in a Culture of Change Overview

"At the very time the need for effective leadership is reaching critical proportions, Michael Fullan's Leading in a Culture of Change provides powerful insights for moving forward. We look forward to sharing it with our grantees."
--Tom Vander Ark, executive director, Education, Bill and Melinda Gates Foundation

"Fullan articulates clearly the core values and practices of leadership required at all levels of the organization. Using specific examples, he convinces us that the key change principles are equally critical for leadership in business and education organizations."
--John Evans, chairman, Torstar Corporation

"In Leading in a Culture of Change, Michael Fullan deftly combines his expertise in school reform with the latest insights in organizational change and leadership. The result is a compelling and insightful exposition on how leaders in any setting can bring about lasting, positive, systemic change in their organizations."
--John Alexander, president, Center for Creative Leadership

"Michael Fullan's work is remarkable. He masterfully captures how leaders can significantly improve their learning and performance, even in the uncontrollable, chaotic circumstances in which they practice. A tour de force."
--Anthony Alvarado, chancellor of instruction, San Diego City Schools

"Too often schools and businesses are seen as separate and foreign places. Michael Fullan blends the best of knowledge from each into an exemplary template for improving leadership in both."
--Terrence E. Deal, coauthor of Leading with Soul

Business, nonprofit, and public sector leaders are facing new and daunting challenges--rapid-paced developments in technology, sudden shifts in the marketplace, and crisis and contention in the public arena. If they are to survive in this chaotic environment, leaders must develop the skills they need to lead effectively no matter how fast the world around them is changing.

Leading in a Culture of Change offers new and seasoned leaders' insights into the dynamics of change and presents a unique and imaginative approach for navigating the intricacies of the change process. Michael Fullan--an internationally acclaimed expert in organizational change--shows how leaders in all types of organizations can accomplish their goals and become exceptional leaders. He draws on the most current ideas and theories on the topic of effective leadership, incorporates case examples of large scale transformation, and reveals a remarkable convergence of powerful themes or, as he calls them, the five core competencies.

By integrating the five core competencies--attending to a broader moral purpose, keeping on top of the change process, cultivating relationships, sharing knowledge, and setting a vision and context for creating coherence in organizations--leaders will be empowered to deal with complex change. They will be transformed into exceptional leaders who consistently mobilize their compatriots to do important and difficult work under conditions of constant change.

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