50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Little Monsters. For more, see:http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 7
Little Monsters

2. Little Monsters
Lady Gaga recently launched a social network – Little Monsters. It
allows her fans, whom she calls 'Little Monsters', to create and share
Gaga-related content and discuss topics of common interest.
Source : http://technewscast.com/technology/lady-gaga%E2%80%99s-new-social-network-resembles-
pinterest-reddit-pics/ , http://edition.myjoyonline.com/pages/science/201202/81365.php

3. Experts liken it to Pinterest, Reddit, Digg
Little Monsters lets users share visuals and rate content. It has been likened to
Pinterest – because of its focus on imagery and its similar design – and
Reddit/Digg as it lets users vote on posts, bringing the most popular content to
the top.
http://mashable.com/2012/02/07/lady-gaga-social-network-little-monsters-launch/

4. Currently in beta and invite-only
Currently, visitors must request an invite. Once visitors submit their
details, they receive a confirmation of receipt and are told to expect the
invitation.
Source : http://crave.cnet.co.uk/software/lady-gaga-social-network-is-for-little-monsters-eyes-
only-50006915/ , http://facebook.com

5. The queen of social networks outgrows
current social networks
With 19 million followers on Twitter, 47 million fans on Facebook and more than 1
billion YouTube views, Lady Gaga wanted to leverage her social presence by
generating traffic, interest, interaction and revenue through a personalised
platform.
Source : http://www.buzzfeed.com/ethan/lady-gaga-queen-of-twitter-o81,
http://thenextweb.com/socialmedia/2012/02/10/lady-gagas-strength-in-community-starts-to-
shine-on-little-monsters/

6. A personalised, interactive fan experience
Gaga hopes conversations and content-sharing strengthens her bond
with fans. Users bond over common interests by sharing and creating
photos and videos. The site will also seed exclusive Gaga content.
Source : http://www.madetobenow.com/2012/02/lady-gaga-jokes-fans-littlemonsterscom.html,
http://gagadaily.com/index.php?/topic/12752-lady-gaga-messages-on-littlemonsterscom/

7. Interest groups jump in
Users find the network a good way of showcasing and discovering talent by
sharing personal projects such as art and music. Fans recently discovered that it
could also be used as a social movement forum for organising protests,
advocacy, etc.
Source : http://blogs.canada.com/2012/02/09/lady-gaga-launches-her-own-social-network/ ,
http://www.madetobenow.com/2012/02/lady-gaga-jokes-fans-littlemonsterscom.html

8. Myriad benefits
Through the network, Lady Gaga will have more control over her fans and
leverage her growing popularity through advertising deals, by fencing in exclusive
content and hosting concerts online for revenue-generating opportunities created
by 'owning' her community.
Source : http://www.variety.com/article/VR1118046640, http://techcrunch.com/2012/01/20/
first-look-backplane-the-lady-gaga-backed-community-platform-with-all-star-investors-invites/

9. From websites to social assets to social
microsites
Celebrities have moved on from official websites to social networks. Creating a
personal social network makes the exchange more intimate. It takes the idea of a
'fan' to a new level by reaching out personally through exclusive content and
interactions.
Source : http://peopleslab.mslgroup.com

10. What this means for brands and public figures
on Facebook and Twitter
Owners don’t have to risk Twitter going down or Facebook rolling out a
new feature. While they are good places to gather a fan base,celebrities
and brands are likely to host platforms of their own in the future.
Source : http://www.youtube.com/watch?v=pW8aO2OZ_gE&feature=player_embedded ,
http://hubze.com/2012/02/move-over-zuckerberg-lady-gaga-has-a-social-network/

11. Following suit
Personalities and brands like Lady Gaga and Apple have the pull to take fans
with them wherever they go. Little Monsters doled out 10,000 codes in four
weeks. Platforms like Little Monsters will compete with other brand social
networks and not Facebook & Twitter in the future
Source : http://www.switched.com/2008/04/02/50-cent-launches-myspace-like-social-networking-site/ ,
http://www.nike.com/nikefootball/home/

12. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

13. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

14. Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

15. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

16. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com