Monster Loyalty: Advocacy Lessons for Business from Lady Gaga

Monster Loyalty: Advocacy Lessons for Business

Advocate Marketing University #AdvocateU

Nicole Alvino

Co-Founder, SocialChorus

@nalvino

Jackie Huba

Author@jackiehuba

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

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

MONSTERLOYALTYAdvocacy Lessons for Business from Lady Gaga

6years

#AdvocateU

Grammys:

Albums:

Singles:125 million24 million

#AdvocateU

#AdvocateU

#AdvocateU

41 millionTwitter followers

#AdvocateU

67 millionFacebook likes

#AdvocateU

#AdvocateU

#MonsterLoyalty@jackiehuba

#AdvocateU

One PercentersFocus on your

#AdvocateU

ADVOCATES

EXISTING

NEW

1%

NEW

EXISTING

Amber Brown

9 Monster Balls

5 BTW Balls 1st in line BTW

BallSt. Louis

#AdvocateU

#AdvocateU

One PercenterWhat are you a

for?

#AdvocateU

CMOs top marketing objectives

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CMOs top marketing objectives

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5x cheaperto keep a customer than get a new one

#AdvocateU

“It’s more important to have one million diehard

fans, than to have

54 million [Facebook likes].”- Troy Carter

#AdvocateU

EXISTING

NEW

1%

One Percenters

Do you know who your

are?

#AdvocateU

values

Lead with

#AdvocateU

#AdvocateU

BORN THIS WAYMy mama told me when I was young

We are all born superstarsShe rolled my hair and put my lipstick on

In the glass of her boudoir

There's nothin' wrong with lovin' who you areShe said, 'cause He made you perfect, babe

So hold your head up, girl and you you'll go farListen to me when I say

I'm beautiful in my way'Cause God makes no mistakes

I'm on the right track, babyI was born this way

Don't hide yourself in regretJust love yourself and you're set

I'm on the right track, babyI was born this way, born this way

#AdvocateU

#AdvocateU

#AdvocateU

Source: Millward Brown Optimor

Companies that lead with values outperform the market

#AdvocateU

#AdvocateU

“We are a catalyst in a

happy, healthy home

revolution.”-- Eric Ryan & Adam Lowry, Method co-founders

#AdvocateU

values?What are your

#AdvocateU

communityBuild

#AdvocateU

#AdvocateU

#AdvocateU

#AdvocateU

community?

How do you build

#AdvocateU

talk aboutGenerate something to

#AdvocateU

#AdvocateU

Pic of Fame

talk about?

Do you give customers things to

#AdvocateU

Advocacy lessons from Lady Gaga

Generate something to talk about

Lead with valuesBuild community

Focus on your One Percenters

#AdvocateU

MONSTERLOYALTYAdvocacy Lessons for Business from Lady Gaga

Thank you

Nicole Alvino @nalvino

Jackie Huba @jackiehuba

bit.ly/CustomerAdvocates jackiehuba.com/books/monster-loyalty