Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

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Overview

“WE IDENTIFY WITH EACH OTHER. I SEE MYSELF IN MY FANS AND MY FANS SEE THEMSELVES IN ME. I CALL THEM LITTLE MONSTERS BECAUSE THEY ARE MY INSPIRATION.” —LADY GAGA
 
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:...

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Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

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Overview

“WE IDENTIFY WITH EACH OTHER. I SEE MYSELF IN MY FANS AND MY FANS SEE THEMSELVES IN ME. I CALL THEM LITTLE MONSTERS BECAUSE THEY ARE MY INSPIRATION.” —LADY GAGA
 
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.
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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)
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: Portfolio Hardcover
  • Publication date: 5/2/2013
  • Pages: 224
  • Sales rank: 793,368
  • Product dimensions: 5.88 (w) x 8.34 (h) x 0.84 (d)

Meet the Author

Jackie Huba is the coauthor of two acclaimed books, Creating Customer Evangelists and Citizen Mar­keters. As an expert in marketing and social media, she is a sought-after keynote speaker, and she is coauthor of the Church of the Customer blog, one of the most popular business blogs. Her work has been featured in the Wall Street Journal, the New York Times, Business­Week, and Advertising Age. She lives in Austin, Texas.
 
Visist www.JackieHuba.com

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Customer Reviews

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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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