Lady Gaga is a force of nature. One billion plus views on YouTube, 6.4 million fans on Facebook, and 3.8 million followers on Twitter. The most Googled image of 2009, Time Magazine’s 2010 artist of the year, and Fast Company’s most creative business person of 2010. She’s a marketing maven, a social media strategist, and a worldwide phenomenon.
Love her or leave her, the girl’s got it going on! So let your freak flag fly! Check out these six steps to add a little Gaga to your marketing mix.
Embrace social media: Create a content rich website that shows your personality and engages your audience.
Gaga is a social climber of epic proportions. Her home turf (www.ladygaga.com) is a robust site, chock full of chat rooms, photos, exclusive videos, merchandise, tour information, and downloadable music.
Limit your social network & keep it consistent: Choose two or three social networking sites that you’ll update on a regular basis and stick with them.
Fans can get their daily dose of Lady G on Facebook, Twitter, and MySpace. As for consistency, Gaga tweets about once a day, sometimes every few hours.
Be authentic: Think of social networking as a cocktail party. Make friends and play nice. People do business with people they like.
Gaga keeps it real by engaging fans as though they’re her best buds. During a NYC performance, Gaga tweeted “The team of doctors and nurses who saved my dad’s life came to the monsterball, one of the best nights of my life performing for u. Rejoice NY.”
Establish a tribe: People join tribes, ancient and contemporary, to feel connected and part of something bigger than themselves. Harley Davidson and Apple have built their empires by cultivating tribes.
Gaga’s tribe has been described as cult-like in their devotion. She refers to her tribe, affectionately, as “ little monsters” and has adopted her own internal sign language known as the ‘monster claw.’
Focus your marketing on a particular audience: If you’re everything to everyone, then you’re nothing to anyone. Create a narrow focus and infiltrate.
Gaga refers to her target audience as “An army of outsiders – All of the weird kids, the artistic kids, all the bad ones. And I love that, because that’s who I was. It’s our own little world.”
Tap into the power of PR: A wise man once said, you pay for advertising but you pray for PR. PR gives a business or person the credibility of a third party endorsement.
Face it, Gaga knows how to make heads turn. She wears outrageous clothes, makes controversial comments, and buys pizza for her little monsters while they wait in line to pay homage to ‘the Lady’. While her counterparts make news for bad behavior, Gaga makes press for partnering with Polaroid and Virgin Mobile.