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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 ...
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.
“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
Posted November 30, 2013
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.
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Posted August 15, 2013
Posted August 14, 2013