Monster Loyalty: Advocacy Lessons for Business from Lady Gaga


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With more than 41 million Twitter followers and 66 million Facebook fans, the power of Lady Gaga’s following is undeniable. But she’s not just a pop star; she’s also an incredibly successful builder of advocacy. By following some simple lessons from her career, like leading with values and giving followers something to talk about, brands can create monster advocacy, turn fans into advocates, and win big.

Jackie Huba, author of several best selling books on the topic of customer advocacy including Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, shares how brands can apply the lessons from Lady Gaga’s success by engaging, inspiring, and empowering advocates to share brand stories on social media.

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  • Stefani Joanne Angelina Germanotta
  • She took a week off work and stayed outside the stadium for a week in the freezing rain, snow, and tornado warnings.
  • Ron Susi from Virginia. Wife Geraldine
  • Mission: We are a catalyst in a happy, healthy home revolution
    How: They use packaging design to create art pieces to display in the home
    What: They make green cleaning products
  • Over 60 volunteer run MINI owners clubs
  • 2012: 6,000 people, 88 events, 16 states, 3,877 miles
  • 300 MINIs at an event
  • 89 people drove the whole thing.
  • 9 years; 1 million pounds donated
    2011: 1.5 million hats
  • Monster Loyalty: Advocacy Lessons for Business from Lady Gaga

    1. 1. Monster Loyalty: Advocacy Lessons for Business Advocate Marketing University #AdvocateU Nicole Alvino Co-Founder, SocialChorus @nalvino Jackie Huba Author @jackiehuba
    2. 2. Advocate Marketing is trusted 92%trust recommendations from people they know over all other forms of advertisement 77%of consumers are more likely to buy a product when they hear about it from someone they trust #AdvocateU
    3. 3. Brands engage thousands of insiders – their best employees, customers, partners & influencers – who create & share authentic brand content with their social networks. Customers Employees & Partners Social Media Team Turn social marketing inside out #AdvocateU
    4. 4. MONSTER LOYALTY Advocacy Lessons for Business from Lady Gaga
    5. 5. years #AdvocateU
    6. 6. Grammys: Albums: Singles: 125 million 24 million #AdvocateU
    7. 7. #AdvocateU
    8. 8. #AdvocateU
    9. 9. 41 million Twitter followers #AdvocateU
    10. 10. 67 million Facebook likes #AdvocateU
    11. 11. #AdvocateU
    12. 12. #MonsterLoyalty @jackiehuba #AdvocateU
    13. 13. One Percenters Focus on your #AdvocateU
    15. 15. 1% NEW EXISTING
    16. 16. Amber Brown 9 Monster Balls 5 BTW Balls 1st in line BTW Ball St. Louis #AdvocateU
    17. 17. #AdvocateU
    18. 18. One Percenter What are you a for? #AdvocateU
    19. 19. CMOs top marketing objectives #AdvocateU
    20. 20. CMOs top marketing objectives #AdvocateU
    21. 21. 5x cheaper to keep a customer than get a new one #AdvocateU
    22. 22. “It’s more important to have one million diehard fans, than to have 54 million [Facebook likes].” - Troy Carter #AdvocateU
    23. 23. EXISTING NEW 1%
    24. 24. One Percenters Do you know who your are? #AdvocateU
    25. 25. values Lead with #AdvocateU
    26. 26. #AdvocateU
    27. 27. BORN THIS WAY My mama told me when I was young We are all born superstars She rolled my hair and put my lipstick on In the glass of her boudoir There's nothin' wrong with lovin' who you are She said, 'cause He made you perfect, babe So hold your head up, girl and you you'll go far Listen to me when I say I'm beautiful in my way 'Cause God makes no mistakes I'm on the right track, baby I was born this way Don't hide yourself in regret Just love yourself and you're set I'm on the right track, baby I was born this way, born this way #AdvocateU
    28. 28. #AdvocateU
    29. 29. #AdvocateU
    30. 30. Source: Millward Brown Optimor Companies that lead with values outperform the marke #AdvocateU
    31. 31. #AdvocateU
    32. 32. “We are a catalyst in a happy, healthy home revolution.” -- Eric Ryan & Adam Lowry, Method co- founders #AdvocateU
    33. 33. What are your #AdvocateU
    34. 34. community Build #AdvocateU
    35. 35. #AdvocateU
    36. 36. #AdvocateU
    37. 37. #AdvocateU
    38. 38. community? How do you build #AdvocateU
    39. 39. talk about Generate something to #AdvocateU
    40. 40. #AdvocateU
    41. 41. Pic of Fame
    42. 42. talk about? Do you give customers things to #AdvocateU
    43. 43. Advocacy lessons from Lady Gaga Generate something to talk about Lead with values Build community Focus on your One Percenters #AdvocateU
    44. 44. MONSTER LOYALTY Advocacy Lessons for Business from Lady Gaga
    45. 45. Thank you Nicole Alvino @nalvino Jackie Huba @jackiehuba monster-loyalty