Dave Kerpen

CEO, Likeable Local, NY Times Best-Selling Author & Keynote Speaker

1) Focus on Your One Percenters

Lady Gaga spends much of her effort on just one percent of her audience- the highly engaged superfans who drive word of mouth. Despite her tens of millions of followers in social media, she focuses more on the die-hard fans that make up a small but valuable part of the fan base.

2) Lead with Values

Gaga differs from many of her contemporaries by standing up for issues that she cares about and for sharing her values. Leading with values is not easy – and may lead to some people, who disagree with your values, not wanting to do business with you. But when done with integrity and commitment, some customers will also go out of the way to reward you with their loyalty.

3) Build Community

She built her own social network for the die-hard fans called LittleMonsters.com. Fans set up profiles, post fan art and photos, message each other, and find links to concert dates. They even get their own LittleMonsters.com e-mail address, linking their online identity to Gaga. The pop star is on the site weekly, posting special messages to fans, “liking” and commenting on their fan art, and participating in chat discussions.

4) Give Fans a Name

In essence, a name gives your fans something further to join, to be part of, and to feel connected to. The simple act of referring to themselves by the name gives customers a strong sense of belonging.

5) Give Them Something to Talk About

You don’t need to wear a meat dress to get people talking. But you should think about what you can say and do to get your customers and fans talking about you in a positive way. Whether it’s a VIP club, surprising and delighting customers, a color that really stands out, or something else entirely, in general, the more you give people to talk about, the better.