Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

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Overview

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 ...

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Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

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Overview

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.

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Editorial Reviews

Publishers Weekly
In this instructional tome, Huba (Creating Customer Evangelists, Citizen Marketers) examines the methods entertainer Lady Gaga has used to build one of the most passionate fan bases around. The book is broken down into seven key lessons for businesses to focus on their one-percenters, lead with values, build community, give fans a name, embrace shared symbols, make fans feel like rock stars, and generate something to talk about. Huba deconstructs Gaga’s strategies and offers advice on how to Gaga-ize any business. Perhaps the most important lesson is how to build community, which Gaga masterfully does using her Web site and social media accounts, giving her “Little Monsters” front-row seats to every aspect of her life, whether she’s advocating for LGBT causes or simply feeling nervous about a hometown concert. In turn, those fans turn to her not only for music, but for life advice. A thought-provoking, well-executed look at one of the biggest music sensations of this generation. (May)
From the Publisher
"A thought-provoking, well-executed look at one of the biggest music sensations of this generation."
Publishers Weekly

“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 and 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 throughout 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, EVP/global insights and strategy, 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.”
—PETE BLACKSHAW, global head of digital and social media, Nestle, and author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3000

Library Journal
Huba (Creating Customer Evangelists) uses Lady Gaga's fan loyalty as a case study of how to create an effective brand. The author asserts that an artist focuses on talent while an icon concentrates on building a permanent fan base. Lady Gaga (neé Stefani Joanne Angelina Germanotta) is presented as an icon. In seven short chapters, Huba successfully dissects how the star caters to her most devoted fans by understanding their core values and motivations. Huba highlights key business techniques such as homing in on "one-percenters," creating shared symbols, and fostering communities to build a devoted fan base. The author simultaneously compares Lady Gaga's strategies to those of high-performing, top-industry ranking companies such as Whole Foods, eBay, and Maker's Mark. VERDICT This smart, savvy, and fresh exploration into the business of iconography is a great read for Lady Gaga fans, popular culture researchers and scholars, individuals or organizations looking to start a business or branding campaign, and business/marketing educators and students.—Kimberley Bugg, Brooklyn
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Product Details

  • ISBN-13: 9781591846505
  • Publisher: Penguin Publishing Group
  • Publication date: 5/2/2013
  • Pages: 224
  • Sales rank: 1,456,491
  • Product dimensions: 5.88 (w) x 8.34 (h) x 0.84 (d)

Meet the Author

Jackie Huba is the author of the book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics. She is also the coauthor of two previous books on customer loyalty: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force and Citizen Marketers: When People are the Message. Jackie is also a Forbes.com contributor, writing about customer loyalty and word of mouth marketing. A sought-after keynote speaker, her work has frequently been featured in the media, such as the Wall Street Journal, the New York Times, BusinessWeek, and Advertising Age. She is an 11-year veteran of IBM and resides in Austin, Texas.

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Customer Reviews

Average Rating 3.5
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Sort by: Showing all of 3 Customer Reviews
  • Posted November 30, 2013

    Lady Gaga is one of the most popular pop stars in the world. He


    Lady Gaga is one of the most popular pop stars in the world. Her strategy for getting, and keeping, extremely loyal fans is incredibly successful (with 33 million followers on Twitter, she must be doing something right). This book shows how businesses of any size can copy her strategy.

    First of all, who are your passionate fans, those whose world revolves around your brand? Are blogs or Facebook pages dedicated to your brand? Do people call your toll-free number, or send emails, with suggestions on how to improve your website? Those are your One Percenters. Find them, and don't let go. It's easier and cheaper to keep a present customer than to create a new one. (How is your customer service? What do review sites like Yelp say about you? It's pretty hard to get, or keep, passionate fans if your customer service stinks.)

    What are your company's values? Making money is what you do, how and why you do it is what is important. Find a way to bring those passionate fans together, whether online or in person. Add an online forum to your website, or solicit testimonials and spread them throughout your marketing materials.

    This group of fans is going to need a name. If they haven't decided on a name, ask their input in coming up with one. When it comes to deciding on a symbol for this group, watch how your customers use (or don't use) them; some symbols just won't work. Be open to adopting fan-created symbols.

    Find a way to make your customers feel special, to put them in the spotlight. Invite them to special VIP events, or put them on your products. Give those passionate fans something to talk about, but don't be outrageous just for the sake of being outrageous. It could be something really simple, like one new design feature.

    This book is highly recommended for businesses of all sizes. It won't be fast or easy, but if Lady Gaga can create legions of loyal fans, why can't you? It is also highly recommended for those, like yours truly, whose only exposure to Lady Gaga has been through the media. It was very surprising to learn that she is  much more than just a pop star.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted August 15, 2013

    <3

    Lgg

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted August 14, 2013

    Lady gaga sucks

    GO BRITNEY SPEARS!!!!!

    0 out of 1 people found this review helpful.

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