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October 08, 2012
My new book: Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics
I want to tell you about a new project I have been working on.
After coauthoring two books on customer loyalty, I have decided to write another one, this time as a solo effort and from an angle that you wouldn’t expect.
The new book is called Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics.
Why Lady Gaga? Because she is quite frankly one of the best loyalty marketers I have ever seen.
I first wrote about this topic in February 2010 for this blog with a post entitled “Loyalty Lessons from Lady Gaga.” It was the most retweeted and passed-along post I had ever written in my seven years of blogging. When celebrity gossip blogger Perez Hilton retweeted it, I realized that I was onto something.
I began adding Gaga as a case study in my keynote speaking and got a terrific response from my audiences. People told me that they did not realize all of things she was doing to engage fans and that learning about her as a person and what she has accomplished helps them think about their own customers in a different way.
I was intrigued by the fact that some of the largest consumer companies in the world, like Coca-Cola, are benchmarking Gaga's engagement with fans and are bringing her manager, Troy Carter, to their companies to speak with their about her strategies.
After I became well versed in Gaga’s fan loyalty, BBC Radio in London interviewed me about her marketing abilities when her third album, Born This Way was released in May 2011. It was then that the idea for the book was born as well. I call it Monster Loyalty, because I want to detail how to create “Little Monster”-like loyalty (“Little Monsters” is the name that Gaga has given her fans). And I want to encourage readers to create "monster loyalty" of their own.
I've been working on this book since I left Ant's Eye View in September 2011. I am excited to announce that we are doing a limited release of the book at the WOMMA Summit on November 12 where I will be doing a keynote. Full release of the book will be May 2, 2013. It is available for pre-order now.
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Yep, I so agree! I think one of the reasons Lady Gaga appeals to so many people is because one of her big themes is celebrating individuality. Everyone loves that all-inclusive message. I'll watch for your book, Jackie.
Thanks Jen!
Loyalty is so hard to find those days.
Loved the piece. And the website, have submitted this for StumbleUpon, as I think more people should read it, especially with Social Media/Marketing.
I think with the case of Lady Gaga, it seems more sincere, and that she is having a one to one conversation with people, as opposed to a compnay just jumping on the social bandwagon. I think people can tell whether it is real or not, and this comes across in the case of Lady Gaga.
Is the book available to buy now?
Thanks!
Hi Gail,
Thanks much for the comments and submitting to StumpleUpon. The book will be released in Spring 2013. If you want to be the first to know when it is released, you can put your name on an email list here: http://jackiehuba.com/mb
Thanks Jackie, look forward to reading it and your great posts on here. Best wishes!
