Wouldn't it be amazing if you knew how to get people to act on their best intentions? Jennifer Lynn Aaker has spent most of her career researching the science of getting people to do the right thing. In this keynote session she confesses her frustrations when her students don't remember the things that she believes are most important in the classes she teaches.
So in one class she conducted a crowdsourced experiment which literally changed the way Jennifer views and thinks about social media. In her class one of her students gave her a set of slides that told a very compelling story. She shares that story and explains how it led her to come up with a new theory for creating infectious action.
By sharing Sameer Bhatia's and Vinay Chakravarthy's stories, Aaker identifies four key parts to what she calls the Dragonfly Model. With these four ideals, she believes there is a repeatable method that we can follow to get people to take action, but perhaps even more important, to influence people to get others to take action as well.
Jennifer Lynn Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. She is widely published in the leading scholarly journals in psychology and marketing, and her work has been featured in a variety of media including The Economist, The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, CBS MoneyWatch, NPR, Science, Inc, and Cosmopolitan.
A sought-after teacher in the field of marketing, Professor Aaker teaches in many of Stanford’s Executive Education programs as well as MBA electives including Building Innovative Brands, How to Tell a Story, and The Power of Social Technology. Recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, George Robbins Best Teacher Award and both the Spence and Fletcher Jones Faculty Scholar Awards, she has also taught at UC Berkeley, UCLA and Columbia.
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Photo: Jennifer Lynn Aaker