How Lady Gaga got to South Africa
December 3, 2012 in Marketing, Media, Strategy
She got to South Africa because her digital strategist understood the limitations of Facebook and created a new platform, a potential disruptive technology.
Lady Gaga eventually was introduced to Joe Londsdale the founder of a data management company by her manager Troy Carter.
Reports the FT this morning, Londsdale told het that the quality of the data from her Facebook group and other social media was insufficient. If you get 51 million likes on Facebook, you won’t get 51 million ticket sales. Social media sites lack behavioural information. Lady Gaga’s manager had to build a new platform, ” Backplane.” It was the data on this platform that showed South Africa had enough fanatic supporters to warrant a visit – a fact which would not have showed up from conventional data mining or social media analysis.
And interestingly enough, Lady Gaga’s manager affirms a point Taleb makes as emphatically in Antifagility, it is more important to aim for hard core, fanatical support by a minority than for a large number of average supporters.
Backplane was designed to cater for the i million hard core Lady Gaga supporters, because ” their behaviour is more valuable than trying to decipher what happens to a mass audience.”
Carter’s final critique of Facebook is that they own the relationship not the artist/ business with the fans. It is imperative that you own the platform.
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