Jackie Huba is the bestselling author of three books on customer loyalty. Her most recent book is Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, which outlines how the pop star has built a legion of loyal fans and the lessons that business can use to build their own loyal customers. Her second book, Citizen Marketers: When People are the Message (co-authored with Ben McConnell), documents the emerging world of social media and how brands should begin to embrace a participatory culture. Besides being widely used at companies as an introduction to social media, Citizen Marketers has been adopted by college instructors as a tool for understanding the underlying nature of social media and what it means for marketing and public relations. Jackie coined the term "customer evangelism" in her first book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (co-authored with Ben McConnell), explains how companies convert customers into evangelists who spread the word about products, benefits or value propositions. Creating Customer Evangelists has been translated into six languages and has become a strategic focus for companies around the world.
Through her consulting, Jackie has helped leading companies such as Discovery Communications, Whirlpool, Dell, and Kraft to create more loyalty in their customer base.
A sought after keynote speaker, Jackie is also a Forbes.com contributor, writing about customer loyalty and word of mouth marketing. Named as one of the 10 most influential online marketers, Jackie previously co-authored the award-winning Church of the Customer blog for ten years, with more than 105,000 daily readers. Her work has frequently been featured in the media, such as the Wall Street Journal, The New York Times, Businessweek, and Advertising Age. She was a founding Board Member of the Word of Mouth Marketing Association.
Jackie is also helping people build confidence, take risks and live more fearlessly by harnessing the transformative art of drag. Through her research, she has found that the process that drag queens use to transform into bold, female personas for the stage also works to shape the personas we "perform" in everyday life. Jackie discovered this first hand by creating and performing as a female drag character for the stage, as well as interviewing many of the worlds top drag queens. Jackie has led corporate and public workshops to help people create and explore their own confident and courageous drag characters and channel this fierceness when they need it every day situations. Her new book on this topic, Fiercely You: Be Fabulous and Confident by Thinking Like a Drag Queen, is due out August 2016. Jackie translated Fiercely You into an unforgettable TEDx Talk in Vancouver 2015. Making TED Talk history, her presentation "Unleash the Power of Your Inner Drag Queen" was the first ever TED Talk to be done by a female drag queen.
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 41 million Twitter followers and 63 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.
Marketing expert Jackie Huba unpacks the method behind Lady Gaga’s success and isolates the strategies businesses can apply in an engaging and interactive presentation based on the research from her new book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics. 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.