Monster Loyalty: How Lady Gaga Turns Fans into Fanatics

From her over-the-top outfits to her shock-and-awe live shows, Lady Gaga knows a thing or two about marketing and promotion. But nowhere is it more evident than in her social strategy for fan loyalty. With 41 million Twitter followers and 63 million Facebook fans, her fan base of “Little Monsters” is the envy of the social industry.

Marketing expert and author Jackie Huba shined the spotlight on Gaga’s success in her best-seller “Monster Loyalty.” Now come hear first-hand her shrewd methodology and the seven strategies your business can apply to build its own army of fanatical true believers.


Here’s what you need to know:

March 27, 2014


Four Day Weekend Theater

312 Houston St., Fort Worth

(Free garage parking after 6 p.m., closest garage at 3rd and Taylor)


Professional Ticket: $30

Student Ticket: $20

Event Summary

RSVP by March 24


Light hors d’oeuvres and cash bar.

Free “Monster Loyalty” book to first 100 registrants!

No meat dress required.

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SMCFW Mad Men Christmas Party

Join Social Media Club Fort Worth as we go back in time to celebrate the holidays this year at our Mad Men themed Christmas Party on Monday, Dec. 16 from 6-9pm at Shipping & Receiving201 South Calhoun, Fort Worth, Texas 76104.

Wear your Mad Men inspired attire and come out for an evening of celebration and libations at one of Fort Worth’s grooviest new hot spots.

Everyone is welcome, so bring your friends, family and co-workers – even if they’ve never been so SMCFW before.

This party is going to be out of sight!
SMCFW Christmas Party 2013

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Navigating Social Media Sites & Platforms with Mike Magolnick (11-21-2013)

SMCFW Presents Mike Magolnick: Navigating Social Media Sites & Platforms
Thursday, November 21, 2013 from 6:00 PM to 8:00 PM (CST)

Navigating the Massive Field of Social Media Sites and Platforms
In today’s diverse world of social media, with literally hundreds of websites to participate in, it’s often difficult for individuals and businesses to decide where to focus their social media attention. In this interactive discussion Mike will touch on the value propositions for many of the popular (and some not-so-popular) social media sites with the focus on helping you decide where you and/or your company should spend valuable time and resources.

Register Now
(Donate $5 to Community Food Bank and get half off your ticket! Details below.)


Amphibian Stage Productions
120 South Main Street, Fort Worth
6 p.m. – 8 p.m.

About Our Speaker: 

Mike Magolnick is a 20-year executive, 3-time Bestselling Author and keynote speaker. As the Chief Strategy Officer for Victory 100 and the CEO of CREDENTL, Mike works in strategic planning, reputation management, and social media. He is among the most connected people on Earth with a reach of more than 35 million people including business and political leaders, celebrities and top influencers all over the world. Mike is a recognized expert and has been featured in numerous publications including the Wall Street Journal, the New York Times, Entrepreneur Magazine and others.

Learn more about Mike on: or follow him on Twitter at @magolnick.


Questions about this event? Email Amoya Edwards at

*We’re supporting For Worth’s Community Food Bank goal to raise 2,000 turkeys for those in need this Thanksgiving, and we need your help. Make a $5 donation (or more) to their cause, and receive half off your ticket with the promo code: iDonated.
Make your donation here:

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SMCFW Presents: Josh Decker, Founder and CEO of Tagboard

SMCFW is happy to present Josh Decker, Founder and CEO of Tagboard at Times Ten Cellars!

Join Social Media Club Fort Worth on Wednesday, June 26 from 6-8pm at Times Ten Cellars to hear from Josh Decker, founder & CEO of Tagboard.

Tagboard is the #hashtag hub. Aggregate, follow and moderate hashtags across all major social networks including Twitter, Facebook, Instagram, Vine, and more.

Tagboard is both for users who want to discover great content and conversations as well as brands and marketers who want to run hashtag based campaigns.

With brands like Audi, Intel, Jaguar, The Seattle Mariners, Beats by Dre, The United Way, and many others, Tagboard is making a big impact on the market.

Josh will talk about hashtags, trends in social media, and highlight some of the exciting projects they have worked on with world class clients.

You don’t want to miss it!
Start Time: 18:00
Date: 2013-06-26
End Time: 20:00

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SxSW 2013 Download

Title: SxSW 2013 Download
Location: Amphibian Stage Productions
Link out: Click here
Description: Weren’t able to make it to Austin this year for South by Southwest Interactive? Well, you’re in luck! Social Media Club Fort Worth is bringing SxSW to Fort Worth on Wednesday, April 17 at Amphibian Stage Productions.

We’ll be getting the download from four SMCFW members who attended the conference and brought back their knowledge and experiences to share with us. Come hear about trends, panels, sessions, and other SxSW Interactive (and some film) happenings through mini-presentations by Chris Goulet, Kate Blackburn, Adam Fischer, and Lizzie Maldonado.

Join our Facebook event here:
Start Time: 18:00
Date: 2013-4-17
End Time: 20:00

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Recap: “What’s Next? Digital Trends for 2013″

For SMCFW’s first speaker event of the year, a small crowd of people bundled up against the chill and descended upon Jake’s Hamburgers on Camp Bowie to hear what industry specialists had tapped to be the “next big thing” in their respective fields during 2013.

Our illustrious line-up of panelists featured individuals with a variety of backgrounds: Ricky Cadden, the Social Media Manager at RadioShack; Phil Easter, the Director of Mobile Apps for American AirlinesKen Schaefer, the President of Schaefer Advertising, and Red Sanders of Red Productions.

As with other panel events, what follows is a relatively complete transcript of the proceedings:


Moderator: How did you get started in your particular industry?

Ricky: I’m an ACU grad with a Marketing Management degree. I did ad sales for two years and was terrible at it, so I moved on to RadioShack, where I’ve been doing their social media for two years.

Phil: I have four daughters and one wife, and we all initially lived in Colorado where I failed at creating start-ups. American threw me a line, and I’ve been doing this for two years now.

Ken: I’ve become one of the “old advertisers” in Fort Worth. Our agency’s been around for sixteen years, and we provide companies with clarity and ability to grow. I’m also the father of two fifteen-year old twin boys.

Red: We’re a small team of seven, and our mission is to tell stories through film and video, which we do through ads or even feature films, like Searching for Sonny.


Moderator: How will social media impact your particular industry in 2013?

Ricky: Well, I’m in social media, so it will be impacted a lot. Now social media is going to have to start showing revenue, particularly through its ads. From a brand perspective, we’ll have to figure out how to create content that doesn’t look like an ad, and how to create it in a way that doesn’t piss off our fans.

Phil: Airlines are some of the most hated companies in existence, but with social media, people have really embraced us. We’ve gotten awards in the industry for responding to people in real-time, and American Airlines is totally transparent with our social media policy. If you feel like you’re connected to the airline, and you need immediate response for something, that’s huge…and that’s something that I think we’ll continue to grow in 2013.

Ken: We’ve gotta know what an individual is thinking, when they’re going to think it, make the information available to them in the format that they want, right when they want it. The complexity of that has affected how an ad agency approaches the [social media] industry. We’re now seeing much more of a seamless integration between agency and clients, because you’re both deeply embedded in the brand. In the end, as an agency, we have to be in the right place (whether it’s paid, earned, or just in the social space), and respond in the right way. The immediacy component really changes that model of paid media, and we’re trying to reinvent that, because that model is broken.

Red: We’re actually really excited about the new Vine app on Twitter. My main social app now is Instagram, but it’s not motion. So since we do motion, we think you’d rather watch a 6-second GIF than stare at a static ad before a YouTube video, and that’s something we plan to explore very soon.


Moderator: What resource do you use to find out the maximum amount of information on the web, first thing in the morning?

Ricky: Twitter, of course, but my favorite is Google Reader. I can file through it pretty quickly based on what I consider to be valuable information. I also check out blogs for respective services, like the blog for Twitter or the Facebook blog, and I look at AdWeek and see the people they’re sourcing.

Phil: I use Flip, an app for iOS that aggregates all of your news sources. Most of my information comes from TechCrunch, Gizmodo, and a few others.

Ken: All news sources, with the exception of Twitter, are curated. So your experience is controlled. I usually check CNN and Grudge first thing in the morning, for two different perspectives. Then I check Mashable and TechCrunch. But mostly I trust my network to help be eyes and ears for me on the web, and hopefully I contribute back to them the same way. I think we often overlook our own network as a source of curated information, because my friends’ opinions matter to me.

Red: Most of the daily feeds that I’m on deal with the film industry, Indiewire, and other places to see new and innovative ways that people are marketing films. Sometimes I see new age ideas where people are willing to take a big risk, and I think it’s really cool.


Moderator: What’s the upcoming thing that you and your industry are tracking during 2013?

Phil: I think American is trying to create the loyalty experience…we’re a trusted source to get you from Point A to Point B, so we want to build that trust and start extending that network out.

Ken: It’s exhaustion and confusion in the marketplace right now. Go type “social media fatigue” into Google and look at how many articles come up; think about how your habits have changed within the past year in terms of social media. There’s this element of “Oh my God, I can get so much information so quickly that my brain can’t keep up.” What we have to do as marketers is try harder to become more simple. I’m a firm believer in picking three things to do well, and then maybe add a fourth, or then a fifth, if it’s absolutely necessary. If Pinterest isn’t a great fit for your brand, don’t mess with it and focus on the things that you can do well. Simplify, simplify, simplify. Take the Oreo tweet during the Super Bowl: it was simple, it was timely. I want to focus on simplicity for our clients so they don’t exhaust their customers.

Red: Just to piggyback on that idea: we don’t want to make videos for people who are only interested in them because it’s their company, when the rest of the internet won’t really care about it. Look at the “God Made a Farmer” commercial from the Super Bowl: I can’t remember seeing a commercial of only still images in a very long time. It was really interesting to see how slowing it down made it stick out and focus on the emotion, and I think that’s important to our mission of creating better stories. We don’t want to necessarily add to the noise as attention spans decrease.

Ken: Another big trend is the mobile sites. Stripping away all the excess, figuring out how people are using them, and that’s it. According to Forbes, only 20% of mobile marketers have a mobile plan as part of their strategy, but we need to get it right here, on our cell phones.

Ricky: That’s another one of the things I was going to bring up. 60% of our users access our site through mobile, and since we’re selling phones to them, it makes sense that that’s the platform we need to be talking to them on efficiently. Consumers expect to have a full-media experience on their phones now, a mobile experience. We’re going to have to think mobile first in everything we do. The other thing that’s a big focus is to find the incredible amount of knowledge that we have in the field and utilize it. We have 30,000 some-odd people in the field, in our stores, who talk to customers every day and we need to figure out how to tap into that. We have people in our stores that know how to do all sorts of things, fix all sorts of things, create all sorts of things, and retailers need to embrace that.


Moderator: I feel like we’re all on the same page about mobile, but how do we feel about apps specifically? Pointless? Or best thing ever?

Ricky: As a user, I just like web apps. Native apps give you so much more capability, versus a mobile app that just sits there.

Phil: We’re all about the apps at American. People only use about 10 of their favorite apps on a regular basis, so the challenge is to connect with customers with the right app at the right time. We’re focusing on internet-based apps, which will focus on your profile, who you are and what you need, at the right time, based on location and profile history.

Red: I just realized that I have 42 app updates to download. And it seems like every time I update, they’re like “You need the new OS to update your app!” and I don’t necessarily want the new OS. I don’t get that.

Ken: I think people all want information, but they want it in different ways. Social media has this label as a crazy holy grail, but I don’t think it is. I think it’s a vital, critical, collectible selection of media. If we think of social media as a variety of channels, like network versus cable TV, our job as marketers is to stay relevant and connect with our clients in the media of their choice. It all begins at knowing your target audience, and if your target audience isn’t traditional and doesn’t social media, then don’t mess with it.


Moderator: What’s the best social media story that you have?

Phil: We’ve all heard about Jack the Cat, right? Had we not had the most awesome social team on the planet, that would have been bad. We hired expert cat-finders to find him in a terminal at JFK airport in New York, and we were able to acknowledge the problem, embrace it, get emotional about it, and in the end we won out.

Red: On Christmas Day, I got an urgent group of texts. TCU was playing a bowl game against Michigan State in a few days, and a TCU fan forwarded us a Michigan State version of a video that we had made for TCU. It had our images, our dialogue, our voiceover, but it was all themed around Michigan State. Turns out that somebody had ripped our video off, and a Michigan State student had ripped off the rip, without knowing that it was originally made for TCU. The point was that our dialogue wasn’t TCU branded, it appealed to multiple schools and to multiple sports. We made something that we put out in the social sphere, and it was a story about the psychological makeup of a team, and people liked it enough that they used it.

Ricky: My favorite story was actually an awful experience, but it worked out in the end. On a Friday afternoon at about 4:45pm, we got a call about a hostage situation. Apparently two guys were robbing a store next to a RadioShack, and when the cops got there, they panicked and ran into the RadioShack to take hostages. The news stations started tagging “RadioShack Hostage” as a headline. The robbers had the managers in a back room, and it turns out that the assailant was posting to his Facebook page from the back room. Finally, in the end, he just came out and the SWAT team took him away. It was the most stressful social media event that I’ve been through, but it turned out okay.


That’s a wrap, folks! We look forward to seeing you at our St. Patty’s Day TweetUp at Poag Mahone’s on March 14! By the way, if you’re not following “Social Media Club FW” on Vine yet…why not? We post clips from our events and everything!

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February Speaker Panel Event: “What’s Next? Digital Trends for 2013″

Title: February Speaker Panel Event: “What’s Next? Digital Trends for 2013″
Location: Jake’s Hamburgers, 6333 Camp Bowie Blvd, Fort Worth, TX 76116
Description: More details TBA.

Join us on February 20 from 6 to 8 pm at Jake’s on Camp Bowie as we discuss digital trends for 2013 with some of Fort Worth’s leading marketing minds in a variety of digital marketing categories. Our round-table panel will explore potential digital trends for film (featuring Red Sanders of Red Productions), mobile (featuring Phillip Easter, director of mobile apps at American Airlines), social media (featuring Ricky Cadden, Social Media Manager at RadioShack), and advertising (featuring Ken Schaefer, president of Schaefer Advertising).
Start Time: 18:00
Date: 2013-02-20
End Time: 20:00

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January Tweetup

Title: January Tweetup
Location: Rodeo Goat
Link out: Click here
Description: We’re kicking off the New Year with a Tweetup at Rodeo Goat on Wednesday, Jan. 30 from 6-8 p.m.

Come check out this sweet new spot and catch up with your friends at Social Media Club Fort Worth!

There will be specials: $3 off cowboy burger and $3 Rahr beers.

This is just the beginning of what’s to come for SMCFW in 2013 — trust us, you want to be a part of it!

Show Rodeo Goat some social media love and say thank you for hosting us when you get a chance…

Start Time:
Date: 2013-01-30
End Time: 20:00

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SMCFW Holiday Party: December 13














Join SMCFW for our holiday party on December 13 at The Usual from 6pm to 10pm! If you went to last year’s holiday party, you know how much fun they are…you won’t want to miss it!

The party is free, but we’d appreciate it if you’d let us know if you’re planning to attend.

Hope to see you there, and we’re looking forward to an exciting 2013 with all of our social media friends, followers, and fans!

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Recap of Jeff Schick: How a Local Brand Used Social Media to Get Results

When Jeff Schick, the Director of Integrated Digital Strategy of Online Performance Marketing, showed up at Four Day Weekend two weeks ago, I wasn’t sure what to expect. Luckily, what I got was a discussion that focused on one of the most effective marriages of local, Mom & Pop-style business strategy and social media that I’ve seen in a long time.

Jeff came to SMCFW to talk pizza. More specifically, i Fratelli Pizza, a small chain of Metroplex-based take-out/delivery outlets, in addition to a restaurant and wine bar. Jeff explained that earlier this year, the restaurant was preparing for an expansion strategy in honor of it 25th anniversary. They turned to him to move beyond using social media as a platform for complaints…in other words, they wanted to use it to tell the story of their brand.

The thing is, i Fratelli is seriously into giving back to their community, paying special attention to local chapters of nonprofits and charities that often get overlooked in favor of more national organizations. Their objective with social media was to emotionally connect with their consumers in order to make their customers part of the “solution”, giving direction to i Fratelli’s locally-spent fundraising dollars.

Thus, i Fratelli’s “Pizza DoughNation” concept was born. Fans/friends/followers of the pizza chain were able to nominate different nonprofits and charities that they felt were noteworthy, and i Fratelli would in turn “give back” to one of those nonprofits every Monday. Fans were encouraged to leverage their social networks to help spread the word, and i Fratelli’s Facebook and Twitter pages would often provide “code words” throughout the week that customers could use in their pizza orders. (The result of using the code words was that the chain would donate 15% of all sales to their selected organization of the week.) Then, at the end of each week, one of the Cole brothers (who founded i Fratelli) would make a check presentation to the nonprofit of choice and post pictures on the i Fratelli social media outlets.Jeff’s strategy was to create a social and viral-only, community-based fundraiser for DFW residents. After working with i Fratelli to make sure that their brand was clearly defined, the next step was to take i Fratelli’s off-line commitment to their values of “local, authentic, family, and community”, and apply it to social media through a “give back program”.special attention to local chapters of nonprofits and charities that often get overlooked in favor of more national organizations. Their objective with social media was to emotionally connect with their consumers in order to make their customers part of the “solution”, giving direction to i Fratelli’s locally-spent fundraising dollars.

Jeff pointed out that the Pizza DoughNation campaign generated earned media, not paid media, for the business, and that its popularity spread via word-of-mouth faster than it could have through paid media. He also noted that the business used Twitter in a creative way, geo-targeting local Twitter conversations about pizza to build on their customer base and spread awareness of the campaign. Social media posts were generally made between 11am – 2pm and 4pm-8pm (general pizza-buying hours), and cross-promotion across multiple social platforms was a big key to their success. Facebook, in particular, was used to document and house the brand’s “giving back” story, and Jeff was able to capitalize on Facebook’s edge rank algorithm by focusing on aggressive newsfeed optimization strategies.

The results of i Fratelli’s “Pizza DoughNation” program were impressive: Jeff said that, at the beginning of the project, there were initially 3,000 unique visits to the program page and that 86% of that traffic was coming from social media. Impressions increased from 40K to 215K per month; it doubled in one month, tripled in 4 months, and by 6 months, it had grown to 5x its original size. I Fratelli’s Facebook reach increased to over 50K, and Twitter brand influencers were placed on a special VIP list, as part of the company’s test audience for future programs.

And while the main objective of Pizza DoughNation was not necessarily financial, Jeff reported that there was a natural increase in sales, and i Fratelli’s return on their social media investment was 304% by February, 310% in March, and 318% by April of this year.

Most importantly, however, i Fratelli’s Pizza DoughNation campaign was able to help over 70 nonprofit organizations in DFW, and there aren’t many brands out there who can do something like that on such a small scale, while still reaching such a large group of organizations.

Of course, i Fratelli uses social media to do other things, like talk about what’s happening with the brand, tell the history of the brand, and to say “thank you” to their fans and supporters, but thanks to Jeff’s talk, one thing was clear: i Fratelli as a brand is about more than just pizza. And social media, as an industry, is about more than just marketing. But by combining the two, along with a strong commitment to giving back to the local community, great things can be achieved.

Check out i Fratelli’s Facebook page and help them make a difference for DFW.

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