The Dragonfly Effect Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change
Get to know the Authors Authors are husband and wife Andy Smith Experienced tech marketer Principal of Vonavona Ventures Jennifer Aaker Social psychologist and marketer General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business With Carlye Adler
The Dragon Fly Effect “To us, what we call the Dragonfly Effect is the elegance and efficacy of people who, through the passionate pursuit of their goals, discover that they can make a positive impact disproportionate to their resources.”
Only insect able to propel itself in any direction when its four wings are in harmony. Small actions can produce big effects. To reveal the everyday person that has made a difference by using social media.
“the happiest people are those who have stopped chasing happiness and instead search for meaningfulness.” Happiness can be contagious if one person is happy they can put someone else in a good mood, this is a emotional contagion. Spending money on others influences happiness more than spending on oneself. “The dragonfly has long been a symbol of happiness, new beginnings, and change across cultures.” Through text messages Red Cross was able to raise more than $ 40 million for Haiti relief.
Hatch ( Humanistic, actionable, Testable, clarity, Happiness) Humanistic “Focus on understanding your audience rather than making assumptions about quick solutions” Actionable “ Use short-term tactical micro goals to achieve long-term macro goals” Testable “Before you launch, identify metrics that will help evaluate your progress and inform your actions” Clarity “Keep your goal clear to increase your odds of success and generate momentum” Happiness “Ensure that your goals are meaningful to you and your audience”
PUVV (Personal, Unexpected, visual , Visceral) Personal “Create with a personal hook in mind” Unexpected “ People like consuming and then sharing new information” Visual “ Show, don’t tell” Visceral “ Design your campaign so that it triggers the senses”
TEAM ( Tell a Story, Empathize, Be authentic, match the Media) Tell a Story “Find compelling, sticky stories to convey critical information” Empathize “As you engage, let your audience engage you” Be Authentic “ True passion is contagious” Match the Media “ How and where we say something can be as important as what we say”
Efto ( Easy, fun, tailored, open) Easy “Make it easy for others to act” Fun “ Consider game play, competition, humor, and rewards” Tailored “ People gravitate to programs in which they perceive they are uniquely advantaged to have disproportionate impact” Open “No one should have to ask permission to act”
My Thoughts… The review Who Benefits Loved the book, helped me to reinvent my photography business. Intrigued me that I can conquer the social media world. Inspires me to help others more. Someone trying to spread the word about their cause. Somebody small trying to create a big impact. Aspiring entrepreneurs trying to touch the world.
Citation Aaker, Jennifer Lynn., Andy Smith, and Carlye Adler. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change. San Francisco: Jossey-Bass, 2010. Print. The Authors | The Dragonfly Effect. Digital image. The Dragonfly Effect - Small Acts Create Big Change. Web. 18 June 2011. <http://www.dragonflyeffect.com/blog/authors/>. Dragonfly. Digital image. 101 Coloring Pages. Web. 18 June 2011. <http://www.101coloringpages.com>. Dragonfly. Digital image. Rodney Hugheys. Web. 18 June 2011. <http://www.rodneyhugheys.blogspot.com> Happiness. Digital image. Think About. Web. 18 June 2011. <http://www.thinkkabout.blogspot.com>.