Lady Gaga.  At 25 she seems to have come out of nowhere and then appears everywhere. How does she inspire such devotion from her fans?

Here’s how: aside from  costumes, choreography and vocals that stand out from a “me too” sea of pop music, Lady Gaga is completely about her fans, little monsters, and relating with them on common ground.  She includes us,  and that is her secret sauce.

“Listen up little monsters..”

Referring to herself as “Mother Monster”,  she fiercely protects “little monsters”.  Her acceptance of her fans – just as they are – creates a sense of belonging. It is as if she knows each fan personally. In Gagaland, no matter how else the outside world may treat little monsters, in this world they are celebrated. Every interview, message, and staged entrance centers around the heartbeat of acceptance. And people respond.

Co-creating content with fans

A Google Chrome video, for example, was made with her fans at the release of “Edge of Glory”, with Lady Gaga posting a request for uploads to be used in a film project. The video was completed in time to coincide with her performance on the finale for Saturday Night Live.

Her latest co-creation is the Fanwall. Fans can upload their picture to be included in a photo-mosiac of fans. The mosaic looks like the “Born This Way” photo of Lady Gaga – but scroll over the tiles and see the faces of fans with their own statements.

Do the unexpected

Facebook, Twitter, blogs, YouTube and websites are expected. The unexpected – live or not – define everything she does. Like Gagaville. You may know the Farmville version. Let’s just say: Gagaville has more unicorns and glitter. Where else can you find an electric chapel, mohawked cow and gemstones? And, the sheep ride motorcycles here. Why does this work so well? Simple. The unexpected creates news. And news travels fast these days – through viral means and traditional outlets.

Blend the traditional with the untraditional

For the release of her recent CD, “Born the Way”, Lady Gaga showed up on every show from The View to MTV and fuseTV.  In interviews and billboards, the marketing  included an article for V magazine, tie in with Starbucks, fuseTV, and MTV. Add the Fanwall,  99 ¢ Amazon album downloads  and “Born this Way” membership ID cards and you get marketing magic. Her blend of traditional and “non-traditional” brilliantly reaches her fans wherever they may be.

Focus on your fans, and the rest falls in place

What can we learn from Lady Gaga? Keep centered and devoted to your own “little monsters” and they will notice. Business always revolves around relationships. If you focus on the people you do business with, include them, defend them and show up where they are, your business will grow. 

Giving back is a great way to say thanks to the community supporting you. Blackstone Media Network, a Web design and development firm in Louisville, KY wanted to give back to the town which helped them have a successful year. But how?

Their team got together and decided that giving back what they do best – develop effective websites – was a great way to help one of the many not-for-profit groups in the community. Most not-for-profits have lean budgets – especially in a recession – and a website helps with visibility and fundraising.

They came up with a contest. Their team decided to offer a local not-for-profit a free custom website, one year of free hosting and 15 e-mail addresses. Dubbed “A Website for Change“, local not-for-profits could enter from December 7, 2010 through January 5, 2011.

The company narrowed down the entries to the top 5, and has opened up community voting to select the winner. The contest is promoted through traditional media and via social media outlets like Twitter, LinkedIn and Facebook. Voting is easy – right on the website with descriptions for each of the finalists – and voters see who is in the lead with a real time graph once the vote is cast.

Benefits for the community: support for the not-for-profit community and for the people it serves. Benefits for Blackstone Media Network: great branding and a very effective way to give back.

This new post by Peter Shankman and Sarah Evans (both experts) nail the differences between those who claim to be experts and those who really are experts in social media. Social media is, of course, the hot marketing topic de jour, surrounded by tons of hype and more than a few charlatans. Peter and Sarah do a great job (as usual) of showing how to spot the posers.

Social media may not fit every organization’s goals and does require on-going attention. And the elements may vary from business to business. Not everyone needs to be on all of the “latest and greatest” platforms. Beware of anyone who makes a blanket claim to that effect.