WHY:
Brand Loyalty in record time

HOW:
The internet, Tweeting,

PROCESS:

1. Give followers a name. "Gaga doesn't like the word 'fan,' so she calls them her 'Little Monsters,' named after her tour and album 'The Fame Monster, and Monsters Ball'" . Gaga has even tattooed 'Little Monsters' on her arm and tweeted the pic to fans professing love for them.

2. Make your purpose about something bigger than you. During her performances, Gaga recited a "Manifesto of Little Monsters," LM's see it as a dedication to them.

3. Develop shared symbols. The official Little Monster greeting is the outstretched "monster claw" hand. As all LMs know, the clawed hand is part of Gaga's choreography,

4. Make your followers feel like rock stars. One re-occuring process of Gaga's 'Monster Ball' tour is to call a fan in the audience during the show.  Gaga dials the number onstage, the fan screams out, and is put up on a big screen. She then invites that fan for a drink after the show.

5. Leverage social media. Gaga tweeted her fans before she opened the Grammy Awards. She also tweeted to fans that she was buying them pizza for waiting overnight at an album signing.

PAYOFF:

Always Have kewl ways to show your appreciation to loyal customers.