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Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics

Jackie Huba

Behind Lady Gaga's showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans. Huba, a marketing expert, explores Gaga's biography and fan philosophy and isolates the seven lessons any business can learn from the superstar.


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Book Information

Publisher: Portfolio
Publish Date: 05/02/2013
Pages: 214
ISBN-13: 9781591846505
ISBN-10: 1591846501
Language: English

What We're Saying

May 01, 2013

Jackie Huba is the co-author of two books on customer loyalty. Citizen Marketers: When People are the Message documents the emerging world of social media and how brands should begin to embrace a participatory culture. READ FULL DESCRIPTION

January 31, 2013

A few weeks ago I reviewed Mike Rohde's The Sketchnote Handbook. This week Tuesday, as Jon and I were sitting inside Greenville's Peace Center, eagerly anticipating the start of Brains on Fire's 2013 F. I. READ FULL DESCRIPTION

May 03, 2013

In our final Thinker in Residence installment on Jackie Huba, author of Monster Loyalty, we asked Huba to share with us the business question that most inspires her and what books have most influenced her. Read on and enjoy Huba's take on business and books. READ FULL DESCRIPTION

May 02, 2013

If companies are just trying to “become more talked about” for its own sake, it’s not going to take off. They need to make sure there’s substance to what they’re communicating and that it really is a conversation. ~Jackie Huba READ FULL DESCRIPTION

Full Description

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.

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