Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics

    By Jackie Huba

From the Publisher:
An acclaimed marketing expert pinpoints the loyalty strategies behind Lady Gaga's unique path to success. 

It's not just crazy outfits, over-the-top performances, and catchy tunes that have made Lady Gaga one of the most successful pop stars of all time. Marketers have also been awed by her unconventional customer loyalty strategy. 

With 31 million Twitter followers and 53 million Facebook fans, she blows away her peers on social media. She has methodically built a grassroots base of what she calls her "Little Monsters"--passionate fans who look to her not just for music but also for joy and inspiration. 

Now marketing expert Jackie Huba unpacks the method behind Lady Gaga's success and isolates the seven strategies businesses can learn from her. They include:

-Focus on your 'one percenters.' Gaga spends most of her effort on just 1% of her audience, the highly-engaged superfans who drive word of mouth. 

-Lead with values. Gaga is consistent in her message of being yourself and loving others for who they are. That display of values creates a deep emotional connection. 

-Give them something to talk about. Whether by wearing a meat dress or 'dying' in a pool of blood onstage, she knows what will get people talking.


BusinessMarketing & Sales
    ABOUT THE AUTHOR
Ben McConnell and Jackie Huba popularized the term "customer evangelism" with their first book, "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force." The Seth Godin-edited "New York Times" bestseller "The Big Moo" featured them among 33 of the world's smartest business thinkers. They live and work in Chicago.

    REVIEW QUOTES

"The juxtaposition of Lady Gaga's outre 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"surditye


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  Format

Your price: $13.49
LIST PRICE: $14.99
ISBN 9781101630990
Publish Date 05/01/2013
Availability Available
Publisher Penguin Group US
Language English

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