當4片薄翼齊動，蜻蜓能自由向任何方向飛翔。
當你能觸動螢幕彼端使用者的關心和動力，並給予簡單而明確的執行方式時，
社群媒體將成為乘載你的夢想的翅膀……
改變，正在全球發生。
公司行號、明星名人紛紛湧進社群媒體，市場上開始出現了一批教戰守則，有些教你怎麼運用社群媒體曝光、有些教你怎麼競逐更多的關注和點擊數，最後卻往往流於萬人響應、無人到場？
阿拉伯世界的「茉莉花革命」、美國的「占領華爾街」引爆原因各有其政經脈絡背景，但兩者都跟網路脫離不了關係。是什麼力量，讓他們願意從網路走進現實？
本書，給了我們清楚的解答。
《蜻蜓效應》來自史丹佛大學最受學生歡迎的行銷課程，揉合「以人為本」的設計思考與當代成功網路行銷實例，整理出一個簡單的架構──掌握重點、抓住目光、建立關係和採取行動，告訴你如何在浩瀚無邊的網路中，精準找到認同你的對象、創造超乎想像的成就。
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.
★本書中譯版《蜻蜓效應：最新社群行銷致勝策略》由經濟日報出版。
作者簡介
珍妮佛．艾克Jennifer Aaker
社會心理學家兼行銷專家，目前擔任史丹佛大學商學所行銷學教授。她的研究涵蓋時間、金錢與快樂。她把重點放在下列問題上：「真正讓人快樂的東西」和「讓人覺得快樂的東西」有什麼不同？小小的行為怎麼能夠創造重大的變化？社群媒體如何助長這種效應？
她的研究散見於主要的心理學與行銷學學報，也散見《經濟學人周刊》、《紐約時報》、《華爾街日報》、《華盛頓郵報》、《商業周刊》及哥倫比亞廣播公司商業台等媒體上。她教學認真負責，多次獲得傑出教師獎，同時也在柏克來加州大學、洛杉磯加州大學和哥倫比亞大學任教。
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, BusinessWeek, Forbes, and NPR, as well as CBS MoneyWatch.
安迪．史密斯Andy Smith
經濟學家兼科技行銷人員，波莫納學院經濟系、洛杉磯加州大學安德森企管研究所畢業。曾經在英特爾、杜比實驗室、拍立得、普華會計事務所、眾多社交與行銷公司中擔任董事、高級主管與顧問，也擔任史丹佛大學企管研究所客座講師，教授社交科技、工程傳播特性與品牌建立，重點放在應用科技解決實際問題上。他和本書共同作者艾克是夫妻，兩人目前定居加州拉法葉，育有兩子一女。
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, LiquidWit, Intel, Analysis Group, Polaroid, Integral Inc., and PriceWaterhouseCoopers.
