Unpacking the story of 10 year old Maria Aragon and how Lady Gaga connected with her and how this relates to building community online

1. Do you know who this is?

2. On 16 February 2011, 10 year old Maria Lourdes Aragon uploaded a video on Youtube of herself performing Lady Gaga’s chart-topping song “Born this Way”.

3. On 16 February 2011, 10 year old Maria Lourdes Aragon uploaded a video on Youtube of herself performing Lady Gaga’s chart-topping song “Born this Way”. Lady Gaga found it.

4. … and with a single tweet, Gaga told 8,576,562 people about little Maria.

5. Within 6 days the video was viewed over 17 million times.

6. (sorry. 18,213,566 views)

7. Causing an obvious sensation around the world.

8. … and Gaga reached out to her.

9. … in a BIG way.

10. The ‘Little Monsters’ are the most loyal music fans in Pop today.

11. CREATING DIGITAL COMMUNITIES

12. CREATING DIGITAL COMMUNITIES ...or: “What A 10 Year Old Gaga Fan Can Teach Us About Social Networking”

13. This is not a social media presentation.

14. This is a presentation about building a community . This is not a social media presentation.

15. Let’s look at the problems that we’re facing in the current environment.

16. Every two days we create as much information as we did from the dawn of civilization up until 2003. noise! PROBLEM #1:

17. I have 2 million people on my Facebook page who I can talk to directly. Why do I need traditional advertising? confusion about the state of marketing PROBLEM #2: Robert Polet, CEO Gucci Global

18. everyone’s looking for the next ‘big thing’ PROBLEM #3:

19. unrealistic expectations of social media PROBLEM #4: I want a) a Facebook page b) a viral video c) pop d) fizz e) fruit salad

20. there’s a deluge of social media campaigns PROBLEM #5: I clicked on ‘Like’. Now I want my %$#%ing iPad!

21. behaviours are changing, fast ! PROBLEM #6:

22. What does it mean to create a community?

23. The word ‘community’ derives from the Latin communitas or communare which means to share .

24. The Community Management Grid

26. It’s when those community members start talking to each other .

27. What is it that made a 10 year old girl a Lady Gaga fan for life?

28. Have a cause . #1: “ It’s about staying true to yourself. She doesn't bother about hearing what everybody else thinks. She just does what she does and she's successful with it” – Maria Lourdes Aragon

29. Give content freely. #2:

30. Create unique idiosyncrasies. #3:

31. Identify influential ambassadors. #4:

32. Empower members. #5:

33. Interact relentlessly #6:

34. Rewards, often. #7:

35. A shared value exchange #8:

36. after all of that, is community building really all that important?

37. In only 3 years Lady Gaga... More fans and followers than Barack Obama (16.5mil on Facebook and 8.5mil on Twitter) First artist with 1 billion online video views Holds record for fastest selling single ever on iTunes Nr.4 on the Forbes' 2010 Celebrity Power List Expected to earn more than £63million in 2011

39. Thank you. heavychef.com | worldwidecreative.co.za