Renegades Write the Rules: How the Digital Royalty Use Social Media to Innovate - Hardcover

Martin, Amy Jo

Hardcover

ISBN 10: 1118340515 ISBN 13: 9781118340516

Publisher: Jossey-Bass, 2012

Synopsis

Learn the rules to building loyal (and lucrative) digital followings

Renegades Write the Rules reveals the innovative strategies behind the social media success of today’s top celebrities, brands, and sports icons, and how you can follow their lead.

Author Amy Jo Martin is the founder of Digital Royalty and the woman who pioneered how professional sports integrate social media. In this book she shows how to build a faithful following and beat the competition clamoring for people's attention by continually delivering value - when, where, and how people want it. People want to be heard, to be involved, to be entertained, to be adventurous, to be informed.

• Reveals the winning strategies for using social media to achieve dramatic results
• Shows how to gain influence with social media that requires an unprecedented (and potentially uncomfortable) level of accessibility and ongoing affinity
• Filled with illustrative examples of social media successes (including Dwayne 'The Rock' Johnson, Shaquille O'Neal, and Nike) that show how humanizing a brand through social media leads to monetization
• Explores how Amy Jo Martin and other successful entrepreneurs are becoming renegades by using social media to innovate their personal and professional lives

The book reveals one of the basic rules of digital media success: Humans connect with humans, not logos and creative taglines.

About this title

Review

Q& A with Author Amy Jo Martin

1. How did social media become such a passion for you?

My desire to innovate, to do what hasn't been done before. There were no rules when I was experimenting and I found that invigorating.

2. Your high-profile clients like Shaquille O'Neal and Tony Hsieh have had huge success with social media. But do these strategies really work for lesser-known people and companies?

Absolutely, everyone has a personal brand. From students to mom-and-pop stores to the President of the United States and everyone in between. It's all about delivering value when, where, and how your audience wants to receive value. For example we have worked with A-List celebrities like Dwayne "The Rock" Johnson and high-profile brands such as DoubleTree by Hilton, but also small businesses like my mom's bed and breakfast, Copper Canyon Lodge in South Dakota.

3. You're constantly on the move. Was it hard to slow down and write a book?

I found myself writing in the most diverse locations--from boats to airplanes, at my family cabin, and on the elliptical machine. It was an amazing exercise in re-learning the art of focusing for lengthy durations of time. Our society encourages and rewards multi-tasking, but when it comes to sitting down and writing words on a page, there is no such thing as multi-tasking. The best reprieve is a simple "Ready, Set, Pause." If we continuously work toward training our minds to reset, we'll be ahead. The muscles we exercise when taking a temporary pause strengthen, and eventually the value and ROI of a four-minute pause can be condensed into 30 seconds. Every day my life managing director (a.k.a. my magical assistant) schedules an eight-minute "meeting" during which I have to stop working, put on my headphones, and listen to music from my "Innovate Your Life" playlist. The value in taking this eight-minute meeting has been unbelievable.

4. What's the most fun you've ever had with social media?

We held a Twitter hashtag battle between the Chicago White Sox and Cleveland Indians during a game and positioned the fan bases to face off against each other for the sake of charity. For every use of a hashtag, one dollar was donated by the teams to their team charitable foundations. The amount of excitement, engagement and participation was incredible and unexpected. People who weren't even MLB fans were participating in the conversation just for the sake of the greater good. That was when I realized social media channels have massive greater good potential.

5. What's with the jetpack?

I just always wanted one. It seems like the original jetpack era was a time when people would look at jetpack believers and just shake their heads, dismissing that the idea could ever work. People would laugh at them. That's how I felt years ago when I'd advocate for social media in the boardroom and my superiors and colleagues would tell me it was just a fad.

From the Inside Flap

Renegades Write the Rules

Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But few reveal the sometimes counterintuitive rules of creating true worth that is unique to the social space—you must continually deliver value when, where, and how people want to receive it.

In Renegades Write the Rules, author, founder, and CEO of Digital Royalty Amy Jo Martin shares her indispensable insight into this value-creation potential. Having pioneered how brands can be humanized and monetized, she demonstrates how social media has changed the face of how individuals and organizations innovate. Martin not only reveals the strategies behind the social media sensation of today's top celebrities, brands, and sports icons that she helped build, she also demonstrates how anyone (or any company) can build a loyal and lucrative digital influence. They can do this, she says, by bucking previous assumptions and embracing their inner renegade, and she shows them how, step by step, with the eight essential Renegade Rules:

Rule 1: Be the Media

Rule 2: Show Some Skin

Rule 3: Unmask Your Motives

Rule 4: Get Comfortable Being Uncomfortable

Rule 5: Ask Forgiveness Rather Than Permission

Rule 6: Consensus Is the True Authority

Rule 7: There's a New ROI in Town

Rule 8: The Act of Good Can Be Scaled

In addition to the eight Renegade Rules, the book is filled with behind-the-scenes success stories from noteworthy celebrities such as Shaquille O'Neal, Dwayne "The Rock" Johnson, and Dana White, as well as iconic brands including Nike, FOX Sports, and DoubleTree by Hilton. As you will see, the people and entities in these pages have amplified their following exponentially and monetized their brands beyond what they could have accomplished with traditional marketing.

People want to be heard, to be involved, to be entertained, to be adventurous, to be informed. With Renegades Write the Rules you will learn how to apply the basic law of social media success: Humans connect with humans, not logos.

Edition details

• Publisher: Jossey-Bass
• Publication date: 2012
• ISBN 10: 1118340515
• ISBN 13: 9781118340516
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 224