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Эффект стрекозы. Все об улетных промо-кампаниях в социальных сетях

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3.69  ·  Rating details ·  829 ratings  ·  81 reviews
Профессора Стэнфордской бизнес-школы Дженнифер Аакер и Энди Смит, разбирая увлекательные истории - реальные интернет-кейсы, потрясшие мировое сообщество, - доступно и интересно показывают максимально эффективные пути использования социальных сетей в маркетинговых целях. В книге вы найдете разнообразные (но одинаково действенные) способы убеждения, ликбез по вирусному марке ...more
Paperback, 256 pages
Published 2011 by Юнайтед Пресс (first published August 13th 2010)
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Start your review of Эффект стрекозы. Все об улетных промо-кампаниях в социальных сетях
Maria Gebhardt
This book is based on the highly acclaimed and sought after class, Power of Social Technology (PoST), at the Stanford Graduate School of Business.

The dragonfly symbolizes happiness, new beginnings, and change across cultures and each section of the book is appropriately broken into wings based on four elements: Focus, Grab Attention, Engage, and TakeAction or Focus + GET.

The book begins by showing the power of what can be done with free online resources. Sameer Bhatia and Vinay Chakravarthy suf
...more
Audra (Unabridged Chick)
Confession -- I actually finished this in January but never got around to reviewing it even though we've discussed it at work.  Unlike fiction, I don't think the distance matters in a review and in some ways, it's probably more telling what I do recall -- if I've learned the lessons this book offered!

The subtitle -- Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change -- effectively explains the purpose of this book.  The dragonfly mentioned in the title is the motif t
...more
Jessie Young
Oct 11, 2010 rated it really liked it  ·  review of another edition
Read this one in a single day. Very short and easy to read. A good guide for anyone looking to actually *do* something with social media (as opposed to just using it because that is the cool thing to do these days).
Jennifer Louden
Good ideas for social media in non profit world
Abdullah Melebari
Nov 11, 2018 rated it really liked it  ·  review of another edition
The book in general is excellent to start with social media communication. The dragonfly is the only insect that can move steadily in every direction which cannot be done unless with good coordination between the body and the four wings.
The book starts with identifying the four wings to start the dragonfly effect. These four are: Focus, grab attention, engage and take action (Focus + GET).

The first wing: Focus on a single goal to achieve it and followed by 5 design principles: Humanistic, acti
...more
Stan Skrabut
Dec 31, 2019 rated it it was amazing  ·  review of another edition
Shelves: social-media
The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change by Jennifer Aaker and Andy Smith has been sitting on my reading shelf for over nine years. I don’t have a good reason why I did not read it before now. But I am glad that I did. I would also have to say that the lessons in the book are as relevant now as when the book first came out. The purpose of the book is to explain how one can use social media for social good. While business owners can ...more
Elizabeth
Apr 10, 2020 rated it really liked it  ·  review of another edition
I read this book along with 3 others for my nonprofit marketing course, and this was by far my favorite and the most useful. It was a quick, engaging read and provided many tools and templates I felt I could use right away for the nonprofits I work with.

Even if you're looking for general marketing strategies and engagement strategies for your organization, the resources this book details can be applied in many different realms. I also thought that it was telling how well thought out the strateg
...more
Sami Almutairi
Nov 15, 2020 rated it really liked it  ·  review of another edition
This book has many helpful information on how to craft social media strategies to promote positive social change. I would like to say that the lessons in the book are as relevant now giving the fact that the book was published way earlier.The Book mentioned an excellent demonstration of Barack Obama’s 2008 presidential campaign which achieved blockbuster success using the then-new social media to promote his cause therefore ,Using existing social networking vehicles such as Twitter and Facebook. ...more
Katerina
This book helps the reader think through how social media can be used to further a cause. There are helpful ideas in this book. The first sections about focus and get attention offer sound advice. Unfortunately the tone of the next two sections, engage and take action, seems manipulative since the authors include for-profit companies in their examples. Still, by being a bit more selective in implementing the ideas from these chapters, one can still benefit from the authors' ideas and research. ...more
Việt Trung Nguyễn
This book emphasizes the power of social networks and explains detailed steps on how to take the technology development for granted using metaphor of a dragonfly's wings which create great stability and high load-bearing capacity during flapping flight.

4 main points are mentioned in this book:
1. Focus
2. Grab the attention
3. Engage
4. Take action
...more
Melisa
May 20, 2017 rated it liked it  ·  review of another edition
Shelves: 2017-reads
The book ties in very well with the 'design thinking' taught at Stanford and practiced by IDEO. There is a good collection of organizations and groups who've used social media to make changes in the world. Easy, interesting read. Well researched. ...more
Kaytlyn
Mar 31, 2018 rated it really liked it  ·  review of another edition
Quick and helpful read

The book is well written and keeps you interested throughout. A lot of helpful information on using social media to get things done.
Lesley
Aug 04, 2019 rated it liked it  ·  review of another edition
If feel as though this might have been best to read a few years ago, now it’s just old hat.
Cassandra
Mar 08, 2017 rated it it was amazing  ·  review of another edition
Shelves: favorites
This book had a lot of useful information. I feel like I left it knowing more, which is the goal I have for every book I read.
Kendra
Dec 01, 2012 rated it it was amazing  ·  review of another edition
A few weeks ago the director at my library sent out an email to managers gauging what the interest would be in participating in the Florida Library Association’s One Book, One State book discussion for 2013. The response was positive, so I placed a hold for the library’s digital copy and was able to read The Dragonfly Effect this past week.

Storytelling is the “in” thing right now in the nonprofit world– and libraries are no different. The Dragonfly Effect takes this a bit further and describes a
...more
Pb
Jan 22, 2011 rated it it was amazing  ·  review of another edition
How does one do effective marketing of a social cause in our contemporary world with its ubiquitous internet, email, Facebook, YouTube, Twitter, and online blogs? Jennifer Aaker and Andy Smith show how to harness the power of contemporary social media in The Dragonfly Effect. Their research led to developing a model of how to “Focus + GET” success. Jennifer is a social psychologist and professor of marketing at Stanford Business School; Andy, her husband, is a marketing consultant.

The Dragonfly
...more
George Rodriguez
Dec 14, 2011 rated it really liked it  ·  review of another edition
Shelves: social-media
Jennifer Aaker and Andy Smith are clear that their goal in writing The Dragonfly Effect was to help the reader harness social technology to meet their goals. While the use of animal-themed literary devices to make business points could be worn out after penguins, mice, beavers and hedgehogs; that is not the case with this well-written and useful social media guide.

The Dragonfly in this case has a body (to keep it and your social media goals airborne) and four wings: wing 1 is focus, wing 2 is gr
...more
JD Burkholder
May 31, 2013 rated it really liked it  ·  review of another edition
Within the Introduction, the following statement stood out like a flashing red light when I read it: "To be successful, you must translate your passion into a powerful story and tell it in a way that generates "contagious energy," so that your audience reflects on your tweet, blog post, or email, long after they leave their computers." This, right here, is where many SMBs struggle.

What follows is excellent commentary as to the effect of this cause. "By doing this, you generate participation, net
...more
Alonzo
Mar 31, 2015 rated it it was amazing  ·  review of another edition
I found The Dragonfly Effect both moving and challenging. I saw immediately the potential one has when it comes to using social media to foster and promote change. I also saw the enormity of such a task as implementing a serious campaign for radical change. The authors do an amazing (and I don't use that adjective lightly) job of breaking the whole thing down so you can begin where you are and quickly get to where you want to be.

The four wings must be connected to the body. Disembodied dragonfl
...more
Debbie
Mar 07, 2011 rated it it was amazing  ·  review of another edition
I've read quite a few books on social media over the past year and this one's the best! Their premise is that there are 4 facets of a successful campaign or promotion: Focus, Grab Attention, Engage, Take Action. They liken this to the four wings of a dragonfly that, when using all four of its wings, can fly in any direction, not just forward. The authors prove their points with numerous case studies that include methods and technologies used.

Other books address theories and overuse catch phrase
...more
Kristen
Sep 21, 2010 rated it really liked it  ·  review of another edition
Shelves: work
I just finished and it was a great read. Refreshing to read about about marketing for social change. The authors, Aaker and Smith, break down popular campaigns that used social media well and explain the hows and whys. The book is very easy to read. The premise is that there are 4 facets of a successful campaign or promotion: Focus, Grab Attention, Engage, Take Action. They liken this to the four wings of a dragonfly that, when using all four of its wings, can fly in any direction, not just forw ...more
Jennifer
Jul 13, 2013 rated it liked it  ·  review of another edition
Shelves: 2013-reads
The Dragonfly Effect is a quick, entertaining read packed full of examples on how to do just exactly what it says: use social media to drive social change. Frankly, I suspect that puts it in something of a niche market. I read it more for pointers on social media marketing in general, which can certainly be mined from the text but aren't always sitting conveniently on the surface since that wasn't really the authors' main objective (and the examples don't necessarily always translate well from t ...more
Alexa
Our thesis adviser urged us to read this, and in our meeting last Monday, he said that he would not meet with us unless our group finished this book; hence, my cramming it tonight. It was such an enlightening, empowering, inspiring read though! I loved the stories and the flowcharts that made the strategies easier to understand. I am actually currently typing up ideas for our crowd sourcing strategy based on what I learned from this book, which was frankly quite a lot. Data collection doesn't se ...more
Rebecca
Maybe a bit too "techie" or business-y for me. I am just not at that level at this time in my life. Otherwise, an easy read for those who might have a use for using the techniques mentioned in this book. Sometimes I like books like these, if they are chatty enough, but if they expect you to know most of this stuff, this book just shows you how to use the tools you are already using in everyday life. Which is a level I am not at yet in anything. ...more
Rowan
Dec 25, 2010 rated it really liked it  ·  review of another edition
Recommended to Rowan by: Taquiena Boston
Lays out principles of design and examines campaigns that have successfully used social media. Clearly explains how Facebook and Twitter can be used to mobilize folks to do real things offline. I appreciated the infusion of psychology within this book--examining why people may act the way they do, and what can drive them to make change.
Kathleen
Jan 31, 2011 rated it really liked it  ·  review of another edition
an interesting take on how social media trends get started and are maintained. Thinking of how these tactics can be used for much more than advertising - spreading/promoting projects that impact others in more positive, lasting ways. (Also a little dry at times, but I read these books often. I must have been a marketer in a past life....)
Leah
Easy read but extremely helpful and interesting. The examples really helped clarify the guidelines and suggestions.

I would highly suggest this to anyone who has to write a big proposal for work or school and also for anyone who wants to start a charity or other organization. Anyone who wants to make a difference.

Great read!
Tom Kamei
May 18, 2011 rated it it was amazing  ·  review of another edition
Fantastic book, thanks Anu for the recommendation.

The Dragonfly Effect goes through from a strategic perspective entrepreneurs can leverage the power of Web2.0/ Social media to evoke social change; the book has a nice mix of anecdotes and theory leaving any aspiring entrepreneur with both a set of precedents but also a course of action.

I highly recommend this read
Roberta
Jun 26, 2011 rated it it was amazing  ·  review of another edition
The book itself was sticky, they focus on 4 Principles/Steps - Focus + GET (Grab Attention, Engage, and Take Action. Each chapter goes into detail on the 4 Principles and several real life examples are used to bring each principle to life, along with scripts (if yes then, if no then), and charts. If you are pressed for time the book is a quick read.
Natalie
This book is a quick read into how to use social media for non-profits. I found that it started slow and then picked up as it went along. The really useful information is in the later chapters. The use of stories about individual organizations and people was interesting and useful, but the flow charts on action seemed forced and unnecessary, but are easily skipped over.
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DR. JENNIFER AAKER is the General Atlantic Professor at the Stanford Graduate School of Business and a leading expert on how purpose and meaning shape individual choices and how technology can positively impact both human well-being and company growth. Her work has been widely published in leading scientific journals and featured in The Economist, The New York Times, The Wall Street Journal, The A ...more

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