Jackie Huba Profile

Jackie Huba challenges people to express the best in themselves while teaching them effective ways to market their brand through social media, participatory culture, and their most engaged fans. Author of three books on customer loyalty, her most recent work Monster Loyalty: How Lady Gaga Turns Followers into Fanatics delves into the tactics Lady Gaga has used to go from an unknown singer to a pop culture icon; moreover, it spotlights the crucial roles that brands’ most diehard customers and word-of-mouth play in growing a business.

A former IBM executive, Jackie brings her experience and business expertise to the stage in addition to her groundbreaking research on cultivating customer loyalty in the Age of Connectivity. She has helped some of the world’s most innovative companies learn how to grow their loyal fan base including Dell, Discovery Communications, PayPal, Disney, American Airlines, and American Express.

Recently Jackie has been helping women build confidence, take risks, and live more fearlessly by harnessing the transformative art of drag. Her new book Fiercely You: Be Fabulous and Confident by Thinking Like a Drag Queen centers on her interviews with the world’s top drag queens. The book shares five Keys to Fierce that will help readers ignore criticism and live life more fearlessly.

Jackie translated her work into a dazzling unforgettable TEDx Talk in Vancouver 2015. Making TED Talk history, her presentation “Unleash the Power of Your Inner Drag Queen” was the first ever TED Talk to be done by a female drag queen, mention RuPaul, and showcase celebrity drag queens from RuPaul’s Drag Race.

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    Jackie Huba is the co-author of three books on customer loyalty. Here most recent book is Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, which outlines how the pop star has built a legion of loyal fans and the lessons that business can use to build their own loyal customers.

    Her second book, Citizen Marketers: When People are the Message, documents the emerging world of social media and how brands should begin to embrace a participatory culture. Besides being widely used at companies as an introduction to social media, Citizen Marketers has been adopted by college instructors as a tool for understanding the underlying nature of social media and what it means for marketing and public relations.

    Jackie’s first book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, explains how companies convert customers into evangelists who spread the word about products, benefits or value propositions. Creating Customer Evangelists has been translated into six languages and has become a strategic focus for companies around the world.

    Through her consulting, Jackie has helped leading companies such as Discovery Communications, Whirlpool, Dell, and Kraft to create more loyalty in their customer base.

    Jackie is also a contributor, writing about customer loyalty and word of mouth marketing. Named as one of the 10 most influential online marketers, Jackie previously co-authored the award-winning Church of the Customer blog for ten years, with more than 105,000 daily readers. Her work has frequently been featured in the media, such as the Wall Street Journal, The New York Times, Businessweek, and Advertising Age. She was a founding Board Member of the Word of Mouth Marketing Association.

    She is an 11-year veteran of IBM, a graduate of Penn State University, a Pittsburgh Steelers fanatic and resides in Austin, Texas.

Jackie Huba Speaking Videos

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Jackie Huba's Speech Descriptions

Jackie Huba’s keynotes take her offstage and into the audience for a truly interactive experience. She engages attendees with stories and lessons, often taking a hand held mic into the crowd to turn seminars into a conversation and break the “fourth wall”. Her presentations not only teach audiences new ways to secure devout customers and maximize marketing, but also inspire them to follow through on changing their routine once they get back to the office.

Jackie has spoken at hundreds of conferences, company events, and association meetings. She works closely with event organizers to customize her presentation so it matches the needs, challenges, and language of the audience and its industry.

Loyalty Lessons from Lady Gaga

It’s not just crazy outfits, over-the-top performances, and catchy tunes that have made Lady Gaga one of the most successful pop stars of all time. Marketers have also been awed by her unconventional customer loyalty strategy. With 41 million Twitter followers and 63 million Facebook fans, she blows away her peers on social media. She has methodically built a grassroots base of what she calls her “Little Monsters”—passionate fans who look to her not just for music but also for joy and inspiration.

Marketing expert Jackie Huba unpacks the method behind Lady Gaga’s success and isolates the strategies businesses can apply in an engaging and interactive presentation based on the research from her new book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics. They include:

  • Focus on your “one percenters.” Gaga spends most of her effort on just 1% of her audience, the highly-engaged superfans who drive word of mouth.
  • Lead with values. Gaga is consistent in her message of being yourself and loving others for who they are. That display of values creates a deep emotional connection.
  • Give them something to talk about. Whether by wearing a meat dress or ‘dying’ in a pool of blood onstage, she knows what will get people talking.
  • Creating Customer Evangelists

    It’s the holy grail of marketing: customers who evangelize your product or brand to friends, colleagues and family with authentic emotion and conviction. They are customers who put their own reputations on the line and have nothing to gain except, perhaps, happiness from helping someone discover the joy of your brand. Recognizing and finding these elite customers who power your sales is a challenge for almost any organization. The cultural meme of “customer evangelism” that authors Jackie Huba and Ben McConnell conceptualized in their book best-selling book Creating Customer Evangelists has spread to hundreds of organizations around the world that use it as a barometer of their marketing efforts. This entertaining and provocative presentation shares convincing evidence of why customer evangelists matter and how organizations can attract more of them using the right strategies and tactics.

    Key takeaways:

  • The correlation between customer evangelism and revenue growth
  • The 7 clues to understanding who your evangelists are
  • The 6 strategies to creating more of them create and embrace their evangelists
  • Examples of how innovative companies today are nurturing and growing their customer evangelists
  • The One Percenters

    Who are the One Percenters? They are a business’ most loyal, most engaged customers. This core group of customers, in general, makes up about one percent of a customer base. These are the fanatical customers who spread the word about your product, create online content and fan art, and organize other customers to collaborate online. Customer loyalty expert Jackie Huba will explain how this 1% is may be very small part of the customer base, yet they have enormous influence in helping the business grow and recruiting new customers, online and offline.

    Key takeaways:

  • Implications of focusing on customer acquisition to the detriment of existing customer loyalty
  • Finding your One Percenters
  • Best practices for engaging your One Percenters
  • Examples of how leading companies are building programs to connect with their One Percenters
  • Word of Mouth: The Most Effective Marketing in an Advertising-Drenched World

    How do companies compete in a marketplace where the typical American is exposed to 5,000 advertising messages per day? Jackie Huba presents a framework for building a brand or company that’s worth talking about, from having the right purpose and values to developing the kind of story that people will easily understand and spread. Word of mouth that builds brands isn’t based on stunts and gimmicks; it’s based on a company demonstrating its buzzworthy values through the product/service experience. With inspiring and relevant examples, this presentation is the motivation for companies to start doing more of the right things that get customers talking.

    Key takeaways:

  • The cost of acquiring customers through traditional advertising
  • Why word of mouth is the best indicator of revenue growth
  • How a well-defined purpose creates its own advertising
  • The elements of a brand or company story that spread
  • How companies in various industries create word of mouth for their company

  • What People are Saying about Seeing Jackie Speak

    Rating Entries

    “You ROCKED it. Best speaker session we’ve had to date, and we’ve had some top speakers come to Dell. Thank you for your energy, passion, analogies, and insights on how Dell can be more focused on the customer and delivering to our 1 Percenters.”
        Liz Bullock Brown, Dell

    “We selected Jackie to speak at our Global Marketing Conference in Berlin. The presentation was fantastic and the feedback has been brilliant. This is a major event for us with over 200 of our major retail customer attending so the quality of the speakers is of paramount importance to the success of the event. Jackie took a fresh approach to the topic of loyalty and customer engagement. The presentation was energetic, fun, relevant and she managed to really draw the crowd into the whole event, which given there were attendees from more than 50 countries, was pretty incredible! We couldn’t be happier with the work Jackie did and would highly recommend her.”
        Seb Hill, TCC Global

    “Jackie Huba was a wonderful addition to our program! She energized a tough room, involved the audience in a meaningful way, and provided excellent, interesting content that left our attendees with some great take-aways. I would not hesitate to have her back for another program and strongly encourage you to consider making Jackie a part of your next event. We are now all Jackie Huba fanatics!”
        Eleanor Whitely, executive director, Women Business Leaders (WBL)

    “Jackie is a dynamic and entertaining speaker, who delivers a wealth of incredible content with humor and style. I have been a fan of her writing and insights for years, but she truly brought it all to life (and brought down the house) at our recent WOMMA Summit in Las Vegas.”
        Suzanne Fanning, President of the Word of Mouth Marketing Association (WOMMA)

    “Thank you for keynoting our conference. It was a smashing success starting with your amazing presentation!”
        Kiran Balladin, Canadian Marketing Association

    “The information and insights you shared at our sales meeting were both interesting and inspiring. You gave our salespeople a renewed hands-on focus toward their customer communications. And your preparation was very thorough. It was impressive how you were able to relate to our brokers in their industry vernacular, and to speak to their situations knowledgeably.”
        Ron Brown, vice president of Foodservice Sales, C. H. Guenther/Pioneer

    “The feedback we got on your presentation was sensational, and we’re evangelizing about you already. Whoever invites you [to speak] is getting someone who does their homework and delivers big time.”
        Nora Nealis, executive director, National Cleaners Association

    “Your presentation was absolutely perfect for the audience and the occasion. It had something for everyone, which was one of my goals for the series. You inspired several to sign up for the rest of the series, and the unsolicited feedback we’ve received so far calls your presentation ‘the best program CABLE has ever had.'”
        Karen Williams, president, CABLE

    “Jackie was a consummate professional, came well prepared — even conducted pre-event interviews with attendees — and delivered a great presentation that people loved. I strongly recommend her.”
        Bill Lee, president, Customer Reference Forum

    “Thank you for a great presentation. Nothing but rave reviews from attendees and staff. You got the audience involved from the beginning; attendees connected immediately and stayed rapt throughout the conversation. You were fantastic!”
        John Capotosto, conference planner, American Bankers Association

    “In the six years we’ve been having her speak at our events, Jackie has consistently delivered timely, insightful and entertaining thought leadership to audiences of CMOs and senior marketers from major brands around the country.”
        Keith Berlin, General Manager, The CMO & Digital Collective

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    Books by Jackie Huba:

    Author Jackie Huba is an evangelist for customer loyalty. All of her books have at their heart helping companies understand why customers love companies and how to engage these core loyal customers.

    Monster Loyalty

    Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

    With 23 million albums sold, five Grammy awards, and Forbes’ distinction as one of the world’s most powerful celebrities, it’s no surprise that Lady Gaga is one of the most well-known pop artists in the world. And while known as much for her voice as for her over-the-top wardrobe, few recognize Lady Gaga for her stunning business acumen – which has given her legions of loyal fans worldwide. Fans that are eager to buy her music, her concert tickets, and any and all products related to her. She’s not only created a brand, but is cultivating a fanatical group of consumers that that will follow her for the next two decades of her career and beyond.

    In Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, customer loyalty expert and best-selling author, Jackie Huba, argues that Lady Gaga didn’t become the success she is today based solely on her talent. She did so by engendering immense loyalty from her fans – not just through her music – but through the message she inspires and the community she has built around that message. To anyone in the business community, this sounds like a classic case of loyalty marketing and customer cultivation – and it is.

    In four short years, Lady Gaga has built an army of passionate fans that numbers in the tens of millions around the globe. Here, Huba explores how she did it, uncovering seven loyalty lessons and providing a playbook for building this kind of loyalty in any organization:

  • Focus on Your One Percenters – Gaga spends most of her effort on just 1% of her audience, the highly- engaged superfans who drive word of mouth.
  • Lead with Values – create an emotional connection with customers by showcasing what you believe in
  • Build Community – connect your most loyal customers with each other to strengthen the bond with you
  • Give Fans a Name – Gaga calls her fans her “Little Monsters.” A name give customers a way to self-identify as part of the group.
  • Embrace Shared Symbols –shared symbols helps customers bond by creating a collective experience
  • Make Them Feel Like Rock Stars – become a fan of your fans and find ways to make them feel special
  • Generate Something to Talk About – make your business “word-of-mouth-worthy” by continually giving your fans reasons to talk about you
  • Huba looks at the world through the lens of business and marketing, and believes conventional businesses stand to value tremendously from studying and employing Lady Gaga’s intuitive customer strategies.

    With examples from businesses such as MINI, Fiskars, and Maker’s Mark, Monster Loyalty offers a complete case study that can be modeled in companies large and small to build, maintain, and expand the core customer base central to their success.

    Creating Customer Evangelists

    Creating Customer Evangelists

    When customers are truly thrilled about their experience with your product or service, they can become outspoken evangelists for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers.

    Authors Jackie Huba and Ben McConnell explain how to convert already loyal customers into influential and enthusiastic evangelists. The year-long research project that led to Creating Customer Evangelists outlines the framework for developing evangelism marketing strategies and programs. The ultimate goal is to create communities of influencers who drive sales or membership for your company or organization.

    From their research into the best practices of some of the most forward-thinking companies with legions of evangelists who spread the word, Huba and McConnell outline and explain the six basic tenets of creating customer evangelists:

  • Customer plus-delta: Continuously gather customer feedback.
  • Napsterize knowledge: Make it a point to share knowledge freely.
  • Build the buzz: Expertly build word-of-mouth networks.
  • Create community: Encourage communities of customers to meet and share.
  • Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
  • Create a cause: Focus on making the world, or your industry, better.
  • Huba and McConnell profile highly successful companies to illustrate these tenets and prove how solid customer relationships build and sustain companies through good and rocky times. These in-depth company profiles provide real-life examples of evangelism marketing at work, including the opportunities and pitfalls of specific campaigns.

    Creating Customer Evangelists explains how organizations as diverse as Southwest Airlines, Krispy Kreme Doughnuts, The Dallas Mavericks, IBM, and others successfully built their customer base and created targeted marketing programs to involve their biggest fans. These programs have produced legions of unofficial salespeople and a cost-effective and powerful marketing force.

    By deepening customer relationships, successful organizations create communities that generate grassroots support and value for their products and services. Creating Customer Evangelists focuses on this ultimate marketing approach. Huba and McConnell demonstrate how you can convert good customers into exceptional ones who willingly spread the word.

    Citizen Marketers

    Citizen Marketers

    The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year’s block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services.

    Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the “user-generated media” of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies’ customer relationships, product design, and marketing campaigns, whether they participate willingly or not.

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