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