Lady Gaga the social marketing phenomenon
It’s been difficult to avoid Lady Gaga the last year. She has become a worldwide hit – even my 2 year old son likes Gaga and wants to watch her on Youtube. Gaga is mostly known for her music but what I think is impressive is her ability to market herself. Instead of leaving the her marketing up to her record company she has literally taken control of her own marketing channel, especially the social marketing channel. Currently she has 2.8 million Twitter followers, 5.2 million fans on Facebook and 110 million views on Youtube.
What is impressive is that she has quickly been able to capitalize on the audience first and foremost by selling a huge amount of records. She has gone further with her brand and expanded it by going into collaboration with Mac Viva Glam and producing a lipstick, a line of headphones with Monster/ beast by Dr. Dre, and she has become the creative director for Polaroid.
The lessons from her work are good examples of a previous post about building channels. She has built a Gaga channel and she keeps feeding info through the channel, rather than building a new channel for every new project. This has made it easy for her to focus her dialogue and feed her marketing messages into the channel. I know most companies can’t create the global hype somebody like Gaga can create, but many companies have just as many devoted fans as Gaga in terms of their loyal customers and can build an audience.
