The Dragonfly Effect: Featured Faculty Books: The Library: Stanford GSB

[photo - Jennifer Aaker] A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University's Graduate School of Business. Her research spans time, money and happiness. She focuses on questions such as: What actually makes people happy, as opposed to what they think make them happy? How do small acts create significant change, and how can those effects be fueled by social media? more ...

[photo - Andy Smith]

As a guest lecturer at Stanford’s Graduate School of Business, Andy Smith speaks on social technology, engineering virality, and brand building, with a focus on applying technology to address real problems. He is a contributor to GOOD Magazine, where he writes on businesses that embrace and integrate a social mission. He has also spoken at World 50, Marketing Week, Intel, TechCore and Interbrand, and is on the boards of 140 Proof, ProFounder, LIF Brands, EveryWun, and One Family One Meal.

Faculty Books: The Dragonfly Effect

The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change
by Jennifer Aaker and Andy Smith
Jossey-Bass Inc Pub, 2010

• The Dragonfly Effect - learn more about the topic at the offcial blog
• Jennifer Aaker - personal homepage

The Dragonfly Effect and Social Enterprise on Social Innovation Conversations website

Named for the only insect that is able to move in any direction when its four wings are working in concert, the “dragonfly effect” has to do with how everyday people achieve unprecedented results in social enterprise through harnessing the incredible power of social media. In this university podcast, Stanford Graduate School of Business Professor Jennifer Aaker introduces the dragonfly effect model to business school students at Stanford who want to learn how to use technology to advance business and social missions. podcast & more...

Selected Reviews

From Publishers Weekly

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.
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