How Lady Gaga Turns Followers Into FanaticsUnknown - 2013
Famous for her avant-garde outfits, over-the-top performances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement- her wildly successful strategy for attracting and keeping insanely loyal fans. She's one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her 'Little Monsters' - passionate fans who look to her not just for music but also for joy, inspiration, and a sense of community. In Monster Loyalty marketing expert Jackie Huba explores Gaga's biography and fan philosophy and isolates the seven lessons any business can learn from her. For instance . . . Focus on your One Percenters- Lady Gaga is investing today in the audience she hopes to have twenty-five years from now. She spends most of her efforts on just 1 percent of her base, the highly engaged superfans who spread her message. Lead with values- Gaga stands out not just for her music but also for her message that it's okay to be yourself and to love others for who they are. When you connect with customers beyond just providing a product or service, you create a lasting bond. Give them something to talk about- Whether she's wearing a meat dress or delivering jaw-dropping performances, Lady Gaga knows what will get people talking. Making your business word-of-mouth-worthy cuts down on advertising costs and spreads buzz faster than anything else. Love her or hate her, you can't ignore Lady Gaga. And while not all businesses want to stand out the way she does, any business can win big by creating monster loyalty. 'We identify with each other. I see myself in my fans and my fans see themselves in me. I call them litle monsters because they are my inspiration.' Lady Gaga Praise for Monster Loyalty 'The juxtaposition of Lady Gaga's outré antics with Jackie's useful, detailed, and actionable insights make for a breakthrough. This is a business book for fans and nonfans alike - for anyone who wants to build something and make a difference.' Seth Godin, author of The Icarus Deception 'Outstanding! Jackie Huba incisively outlines how Lady Gaga cares for an nurtures the 'monsters,' her most ardent and loyal fans, and shows how any brand can use her principles as a guide to developing their own long-term advocates.' David Witt, director, global digital marketing and brand PR, The Hershey Company 'Chances are you won't put on a meat dress after reading this but you will be inspired to create your own loyal following of little monsters. Lady Gaga's marketing genius has always inspired me, but thanks to Jackie Huba, I now understand how to apply her lessons to my brand.' Eric Ryan, cofounder of Method and coauthor of The Method Method 'Marketers may wonder what their soap, car, or computer has to do with a celebrated pop star. The answer is everything. Jackie Huba spells out the lessons from Lady Gaga we ought to be applying today in order to build advocacy for our own brands.' John Bell, global managing director, Social @ Ogilvy 'Huba artfully mixes some of the biggest trends in marketing with the lessons that Lady Gaga has embodied througout her meteoric rise. The result is a monster of a book that will teach marketers in every field how to build legions of devoted followers.' Steve Rubel, chief content strategist, Edelman 'Jackie Huba has played a monster role in orienting so many of us to the critical concepts of evangelism and fan passion. This book brings it all to the surface with - dare I say - Gaga impact and intensity.' Peter Blackshaw, global head of digital and social media, Nestle, and author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000
Publisher: New York : Portfolio/Penguin, , ©2013.
Characteristics: vii, 214 pages : illustrations ; 22 cm