Monster Loyalty

How Lady Gaga Turns Followers into Fanatics

Author: Jackie Huba

Publisher: Penguin

ISBN: 110163099X

Category: Business & Economics

Page: 224

View: 9057

Famous for her avant-garde outfits, over-the-top performances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans. She's one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her "Little Monsters" - passionate fans who look to her not just for music but also for joy, inspiration, and a sense of community. From the Hardcover edition.
Posted in Business & Economics

Monster Loyalty

How Lady Gaga Turns Followers Into Fanatics

Author: Jackie Huba

Publisher: Portfolio

ISBN: 1591846501

Category: Computers

Page: 214

View: 8792

Reveals how the megastar has followed an unconventional customer loyalty strategy that uses social media to build a grassroots base of passionate fans, identifying seven practices that businesses can adapt for effective promotions.
Posted in Computers

Monster Loyalty

How Lady Gaga Turns Followers Into Fanatics

Author: Jackie Huba

Publisher: Portfolio

ISBN: 1591846501

Category: Computers

Page: 214

View: 8505

Reveals how the megastar has followed an unconventional customer loyalty strategy that uses social media to build a grassroots base of passionate fans, identifying seven practices that businesses can adapt for effective promotions.
Posted in Computers

Fiercely You

Be Fabulous and Confident by Thinking Like a Drag Queen

Author: Jackie Huba,Shelly Stewart Kronbergs

Publisher: Berrett-Koehler Publishers

ISBN: 1626568081

Category: Business & Economics

Page: 224

View: 3123

Work through your fears by getting fierce! Fiercely You is a creative, playful approach to the serious problems that women face regarding confidence and risk taking. At a particularly low point in her life, bestselling author Jackie Huba serendipitously stumbled upon the wonderful world of drag queens and was inspired. They were supremely self-assured, utterly fearless, strong, powerful, and unabashedly and completely themselves. Jackie even became a drag queen herself: Lady Trinity. Drawing on her own experiences and interviews with the world's top drag queens, Huba and coauthor Shelly Kronbergs offers five Keys to Fierce that will help readers find the courage to ignore criticism and live the life they truly want to live every day—no wigs or stilettos required.
Posted in Business & Economics

Citizen Marketers

Author: Jackie Huba,Ben McConnell

Publisher: Lewis Lane Press

ISBN: 9780988195417

Category:

Page: 236

View: 4941

The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
Posted in

The Power of Cult Branding

How 9 Magnetic Brands Turned Customers into Loyal Followers (and Yours Can, Too! )

Author: Matthew W. Ragas,Bolivar J. Bueno

Publisher: Crown Business

ISBN: 0307781526

Category: Business & Economics

Page: 224

View: 7780

Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, can certain products—with the right combination of positioning and branding—take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? Can your company harness the power of cult branding without blowing a fortune on advertising? According to authors Matthew W. Ragas and Bolivar J. Bueno the answer is yes. In fact, you need not look much farther than a Harley-Davidson rally, a Star Trek convention, or a Jimmy Buffett concert to see the cult branding phenomenon at work: thousands of passionate, faithful fans spreading the good word and spending lots of money. Not all brands have the dash of edginess, the devoted fan base, or the niche positioning to be cult brands. But those that do tend to share similar characteristics that make them successful, what the authors call the Seven Golden Rules of Cult Branding. Through meticulous research and scores of interviews Ragas and Bueno have uncovered the remarkable and oft-untold stories behind nine very successful cult brands: ·Star Trek ·Harley-Davidson ·Oprah Winfrey ·World Wrestling Entertainment (formerly WWF) ·Apple ·Volkswagen Beetle ·Jimmy Buffett ·Vans Shoes ·Linux These nine brands follow the Seven Golden Rules and have millions of fans and billions of dollars in revenue to show for it. Now you can learn first hand what these special brands did to set themselves apart and how to apply the Seven Golden Rules to your own marketing strategies. Written for advertisers, marketers, sales executives, and business owners who want to thrive in an increasingly competitive marketplace, The Power of Cult Branding is the ultimate guide to creating a loyal core of repeat customers and winning the positioning battle. From the Hardcover edition.
Posted in Business & Economics

The Passion Conversation

Understanding, Sparking, and Sustaining Word of Mouth Marketing

Author: Robbin Phillips,Greg Cordell,Geno Church,John Moore

Publisher: John Wiley & Sons

ISBN: 1118768361

Category: Business & Economics

Page: 224

View: 6414

No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business. If you think you are in the marketing business, think again. You’re in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause. The author’s mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations, ultimately impacting the financial success of a business. The Passion Conversation will change your perspective on marketing by: Explaining the three motivations for people to talk about businesses and causes Detailing how every marketing problem is a people problem in disguise Giving heartfelt evidence that marketing materials are now conversation tools Showing how customer communities sustain word of mouth while also sparking financial impact Helping your business apply these marketing lessons through a series of workbook exercises called "Passion Explorations" The time is now for marketers and businesses to go beyond the product conversation to understanding, sparking and sustaining the passion conversation for why your business is in business.
Posted in Business & Economics

Creating Customer Evangelists

How Loyal Customers Become a Volunteer Sales Force

Author: Jackie Huba,Ben McConnell

Publisher: Lightning Source Incorporated

ISBN: 9780988195400

Category: Business & Economics

Page: 230

View: 9749

When customers are truly thrilled about their experience with a product or service, they have the potential to become one of its influential evangelists. Savvy marketing professionals know that this group of true believers can be leveraged as a potent force to build word of mouth that leads to new customers. Creating Customer Evangelists explains how to develop marketing and sales strategies that create communities of passionate customers. By cultivating a dialogue and then creating emotion-driven relationships with customers, companies can inspire grassroots support. Creating Customer Evangelists shows how to convert good customers into exceptional ones who willingly spread the word. "Lessons of customer evangelism related through real life company stories make this book an absorbing read." -- Harvard Business School "I'll admit it: at first, I was a skeptic. But halfway through this savvy and compelling book, I became a convert. And by the time I'd turned the last page, I'd become an evangelist. Say it with me, brothers and sisters: customer evangelism is the future!" -- Dan Pink, author of Drive and A Whole New Mind "An inspiring and thorough book packed with real life examples, action items and insight." -- Emanuel Rosen, author of The Anatomy of Buzz Jackie Huba and Ben McConnell, authors of Citizen Marketers, popularized the term "customer evangelism." The Seth Godin-edited New York Times bestseller The Big Moo featured them among 33 of "the world's smartest business thinkers."
Posted in Business & Economics

Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

Author: Philip Kotler,David Hessekiel,Nancy Lee

Publisher: John Wiley & Sons

ISBN: 1118240960

Category: Business & Economics

Page: 288

View: 7070

Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.
Posted in Business & Economics

Can't Buy Me Like

How Authentic Customer Connections Drive Superior Results

Author: Bob Garfield,Doug Levy

Publisher: Penguin

ISBN: 1101595337

Category: Business & Economics

Page: 240

View: 786

Today's brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensi­tized-even disillusioned-by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like.
Posted in Business & Economics

Laddering

Unlocking the Potential of Consumer Behavior

Author: Eric V. Holtzclaw

Publisher: John Wiley & Sons

ISBN: 1118653572

Category: Business & Economics

Page: 224

View: 1633

Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service. Use Laddering techniques to map your customer's DNA and understand why consumers buy from you. Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com. You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.
Posted in Business & Economics

Your Network Is Your Net Worth

Unlock the Hidden Power of Connections for Wealth, Success, and Happiness in the Digital Age

Author: Porter Gale

Publisher: Simon and Schuster

ISBN: 1451688784

Category: Business & Economics

Page: 304

View: 7593

An internationally known public speaker, entrepreneur, and marketing executive shares practical, up-to-date tips for mastering the skills of networking. Networking doesn’t have to be that frenzied old-school game of calendars packed with stuffy power lunches and sterile evenings at community business gatherings. We’ve entered a new era, one in which shifting cultural values and the explosion of digital technology enable us to network in vastly more efficient, more focused, and more enjoyable ways. A fresh take on How to Win Friends and Influence People, Your Network Is Your Net Worth is an entertaining, straightforward guide filled with revealing case studies, hands-on advice, and innovative strategies for building your network. Written by sought-after speaker, entrepreneur, and marketing executive Porter Gale, with a foreword by Apple evangelist and bestselling author Guy Kawasaki, this book shows you how to establish, expand, and nurture your connections both online and off. New ways to network are popping up every day—and Gale tells you how to make the most of them—but even traditional networking opportunities are not the same animals that they once were, and we need to shift our attitudes and approaches accordingly. Networking has evolved from a transactional game to a transformational process. Whereas once it was about power plays, now it’s about charting your own course, following your passions, and making meaningful connections, which in turn increase your happiness and productivity. In addition to chronicling her own rise from an ad agency intern to an in-demand consultant, Gale also shares the inspiring stories of so many others who live by this networking model: a military wife who connects with social media communities while her husband is deployed overseas, a young woman blog-ger battling leukemia, a dyslexic politician who wins elections by telling stories, and the CEO of a Major League Baseball team who once made a phone call that changed the course of his life. When you focus on your passions and reorganize your networking around your values and beliefs, you will discover the kind of lasting relationships, personal transformation, and, ultimately, tangible wealth that are the foundation for happiness and success. With a message both timely and important, Your Network Is Your Net Worth is the definitive handbook to Networking 2.0.
Posted in Business & Economics

Poetic Justice

Lessons of love, life & relationships

Author: Tami Belt

Publisher: Balboa Press

ISBN: 1504327098

Category: Poetry

Page: 278

View: 3799

These pages hold a lifetime of lessons learned about love, life and relationships. Poetic Justice is not a typical book designed for reading from beginning to end but as individual pages that beckon your soul at a particular moment in time. Chapters are organized by topic, not chronologically. Like a diary entry, each poem represents my innermost insights and feelings during a moment in time. Each entry is anonymous because lessons live on unlike some relationships. I didn’t write these poems, they wrote me. When I was overwhelmed with emotion and didn’t think anyone could hear me or understand, the words poured through me onto the pages . . . sometimes between the blinding tears of heartbreak and betrayal, sometimes fueled by liquid courage on bar napkins, sometimes in the depths of depression and sometimes by the light of love. Whether you’re inspired by music, dance, painting or prose, express yourself. Everyone has a story someone in the world needs to hear . . . for inspiration, insight or to know they’re not alone. This is part of my story. Thank you for listening.
Posted in Poetry

Marketing to the New Majority

Strategies for a Diverse World

Author: David Burgos,Ola Mobolade

Publisher: St. Martin's Press

ISBN: 0230338852

Category: Business & Economics

Page: 256

View: 3719

Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Posted in Business & Economics

Social Media Is Bullshit

Author: B. J. Mendelson

Publisher: St. Martin's Press

ISBN: 1250017505

Category: Business & Economics

Page: 240

View: 632

A provocative look at social media that dispels the hype and tells you all you need to know about using the Web to expand your business If you listen to the pundits, Internet gurus, marketing consultants, and even the mainstream media, you could think social media was the second coming. When it comes to business, they declare that it's revolutionizing advertising, PR, customer relations—everything. And they all agree: it is here to stay. In this lively, insightful guide, journalist and social critic B.J. Mendelson skillfully debunks the myths of social media. He illustrates how the notion of "social media" first came to prominence, why it has become such a powerful presence in the marketing field, and who stands to benefit each time it's touted in the press. He shows you why all the Facebook friends and Twitter followers in the world mean nothing to you and your business without old-fashioned, real-world connections. He examines popular tales of social media "success," and reveals some unsettling truths behind the surface. And he tells you how to best harness the potential of the Internet—without spending a fortune in the process. Social media is bullshit. This book gives the knowledge and tools you really need to connect with customers and grow your brand.
Posted in Business & Economics

The Tanning of America

How Hip-Hop Created a Culture That Rewrote the Rules of the New Economy

Author: Steve Stoute

Publisher: Avery

ISBN: 1592407382

Category: Business & Economics

Page: 290

View: 5543

Traces the rise of hip-hop from a niche genre to mainstream culture, revealing how it has contributed to a new generation of multi-ethnic consumers who share experiences and values that can be tapped for marketing campaigns.
Posted in Business & Economics

You Dont Need Social Media, Unless You Are Doing It Right

The Small Business Guide to Social Media

Author: Kristina Libby

Publisher: N.A

ISBN: 9780997715705

Category:

Page: 104

View: 8347

As seen in Entrepreneur Magazine! This is the only book small businesses need to create, launch and grow their social media channels. Social Media has been the buzz word of the past decade and as a result people have been inundated with too much information. This simple book teaches you how to filter out the buzzwords to create a simple strategic plan to grow your followers and increase sales. It helps you to set a strategy, focus on a few narrow channels, work with social media influencers, and measure to ensure social media is performing for you. Because, if it isn't performing, than why are you putting your time into it? With three simple sections, a one page worksheet and countless tips and tools, this book is the solution your business needs to finally conquer social media.
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Persuasive Copywriting

Using Psychology to Engage, Influence and Sell

Author: Andy Maslen

Publisher: Kogan Page Publishers

ISBN: 0749474009

Category: Business & Economics

Page: 256

View: 6108

"We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting." A chance encounter with a neuroscientist showed Andy Maslen that his belief in the power of emotion was founded on hard science. Over coffee, the two discussed brain anatomy and the reason-defying power of human emotions. Andy's subsequent research led him to realise that how people think and feel haven't changed since the time of cavemen. We make decisions on emotional grounds and rationalise them later. Persuasive Copywriting takes you deep inside customers' brains. You'll learn the relationship between selling and storytelling. And the market-tested techniques that get people to engage with, and be persuaded by, your copy. Use it to modify people's behaviour by tapping into their deepest psychological drives. Gain copywriting confidence This course-in-a-book explains the neuroscience behind our appetite for stories. It demystifies advanced copywriting skills with examples, exercises and tips. And it helps you hone your skills with easy-to-use tools included in the book, and online... 13 real-world case studies 25 psychological copywriting techniques 75 practical exercises 125 words and phrases that trigger emotions 125-question copywriting quiz All help you improve your copywriting skills and perfect the emotion-driven sale. Who should buy Persuasive Copywriting? Junior copywriters can use it to catch up with their more experienced peers. Senior copywriters can use it to stay ahead of the game. Now you can employ this powerful psychological approach. This enjoyable book helps you find the right tone of voice, avoid common copywriting traps and tap into customers' deepest drives. You'll find yourself writing enjoyable, compelling copy that stands out in today's cluttered marketplace. Andy has achieved amazing results for his clients by focusing on stories and their deep connection to customers' needs and wants. With this book by your side, you can too.
Posted in Business & Economics

When Someone You Love Is Polyamorous

Understanding Poly People and Relationships

Author: Elisabeth Sheff

Publisher: Thorntree Press LLC

ISBN: 0996460195

Category: Family & Relationships

Page: 48

View: 9582

Having a friend or family member come out to you as polyamorous can be confusing and stressful. Chances are, you have a lot of questions: Is this just a phase? Won't they settle down someday? What's going to happen to their kids? Do I have to invite all their partners over for Thanksgiving dinner? Why can't they just keep it in the bedroom?When Someone You Love Is Polyamorous offers answers to these and more questions, to help you better understand and support your polyamorous loved ones.
Posted in Family & Relationships

Magic Words

The Science and Secrets Behind Seven Words That Motivate, Engage, and Influence

Author: Tim David

Publisher: Penguin

ISBN: 0735205396

Category: Business & Economics

Page: 160

View: 6154

The author draws on his communication and engagement skills, developed as a magician, to demonstrate how seven "magic" words can be applied in a business setting to motivate employees and influence people.
Posted in Business & Economics