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Renegades Write the Rules: How the Digital Royalty Use Social Media to Innovate Hardcover – Oct 2 2012

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Product Details

  • Hardcover: 224 pages
  • Publisher: Jossey-Bass; 1 edition (Oct. 2 2012)
  • Language: English
  • ISBN-10: 1118340515
  • ISBN-13: 978-1118340516
  • Product Dimensions: 16 x 2.1 x 23.6 cm
  • Shipping Weight: 408 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #251,800 in Books (See Top 100 in Books)
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Product Description

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.

From the Back Cover

Praise for Renegades Write the Rules

"Ever wonder what the early Western settlers were thinking? They were trailblazers willing to risk everything to explore the new world. Social media is the new frontier, and Amy Jo Martin is handing us the GPS needed to navigate this new order. If you are selling, marketing, or branding, Renegades Write the Rules is the book you'd better be reading."

Rob Palleschi (@RobPalleschi), global head, DoubleTree by Hilton

"Renegades Write the Rules tells the story of trailblazing, of the in-the-moment sparks that drive innovation and change. At a moment when we have so much to learn from each other, Amy Jo's grounded voice and passion for social media provide a catalyst to engage, connect, and capture our collective capacity to empower—and provoke—a movement that can move us forward, together and as individual creative voices."

Steve Nash (@SteveNash), two-time NBA MVP and president, the Steve Nash Foundation

"Social media has completely transformed the way we communicate, allowing us to reach out to people affected by cancer more effectively. Amy Jo Martin's innovative new book serves as a valuable resource for people using social media to change the world."

Doug Ulman (@LivestrongCEO), president and CEO, Lance Armstrong Foundation

"In many ways, Amy Jo Martin has changed the game of how businesses and brands approach the incredible medium that is social media. She's a masterful social media strategist and a true trailblazer, and will continue to be an innovative presence throughout the tech industry."

Dwayne "The Rock" Johnson (@TheRock), actor and entertainer

"Twitter is the greatest marketing tool in the history of the world and Renegades Write the Rules demonstrates how we're only limited by our imaginations when it comes to social media."

Dana White (@DanaWhite), president of UFC

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Amazon.com: HASH(0x9a7b2cd8) out of 5 stars 25 reviews
7 of 7 people found the following review helpful
HASH(0x9a5e9c60) out of 5 stars Enjoyable to read, but leaves you wanting more March 2 2013
By Marissa John - Published on Amazon.com
Format: Hardcover Verified Purchase
Ms. Martin has enjoyed tremendous success using Twitter to connect with fan base for her clients who are mostly sports figures or sports franchises. She is known as "The Twitter Queen." Engaging fans through social media, mostly Twitter, has propelled her clients, who include Shaquille O'Neal, to tremendous success. Ms. Martin promises to explore both of these and more celebrity-franchise-as-brands in greater detail. I found Renegades Write The Rules highly readable but short on significant substance. As I read, although I was entertained by her stories of celebrities from the sports world who are her primary customers, I became aware that she was holding real information. For this reason, I feel her work falls short of being a definitive social media guide. Fans of sports celebrities might enjoy it tremendously.

Ms. Martin's book is not broken down into chapters. She presents rules. There are eight of them in the book as subject headers. She has rules like Be The Media, Show Some Skin, Get Comfortable Being Uncomfortable. One of the things Ms. Martin does well in many of her examples is juxtaposition and she does this to illustrate these rules, contrasting successful and not-so-successful branding. Although she mostly uses the phrase "social media", she mostly means Twitter. Most of her illustrative examples are outlines of Twitter campaigns with a minor mention of Facebook every now and then.

Ms. Martin makes a convincing case for success in social media marketing requiring a management team willing to engage and alter some of their thinking. She offers kernels of wisdom, such as considering ROI not just to be "return on investment" but also "return on influence". Over and over she makes her case for the most successful campaigns coming from brands where upper management embraced the concept of employing social media (and she means Twitter) to exchange ideas with customers.

The book lacked specifics for my tastes, the reason for that becomes clear when one gets to the end of the book. This book leaves you wanting more and Ms. Martin is ready to offer that in her online university, Digital Royal University! Here one can take classes in such subjects as The Art of Social Media Event Activation and Emerging Platforms. This entire book appears to be an advertisement, albeit a highly enjoyable one.
5 of 6 people found the following review helpful
HASH(0x9a5e9eac) out of 5 stars Renegades Unite! Sept. 28 2012
By Heidi Hanna, PhD - Published on Amazon.com
Format: Hardcover
I am so grateful for this book! I have had a social media allergy for years, painfully attempting to stay connected from a distance. I learned so much from Amy Jo Martin that I immediately began to use the techniques in her book "as if" someone might care. I mean, my first thought was "I'm no Shaq. Or The Rock. Or the CEO of Zappos. No one cares what I have to say." But, I decided to act as if they did. Thank goodness I knew what the magnitude of this platform could do if people started to care, because it's become an invaluable tool for helping me keep my mission and vision for the company strong in the midst of wonderful chaos!
5 of 6 people found the following review helpful
HASH(0x9a5ed108) out of 5 stars A must read for any Social Media Followers! Sept. 29 2012
By Amazon Customer - Published on Amazon.com
Format: Hardcover
I found Amy Jo's book to be both innovative and inspiring. A must read for anyone wanting to create their own niche in the Social Media World. Amy Jo is a true leader and innovator in social media. Her views are a true inspiration, for anyone wanting to learn the true Social Media culture.Renegades Write the Rules: How the Digital Royalty Use Social Media to Innovate
4 of 5 people found the following review helpful
HASH(0x9a5ed384) out of 5 stars INSPIRATION & INNOVATION Sept. 28 2012
By Jesse - Published on Amazon.com
Format: Hardcover
This isn't your step by step - how to - social media guide. This is a holistic view of what social media is and what its capable of. Amy's concepts are powerful. She is a master-innovator of her craft and generously shares her insight in this book. I strongly recommend this book.
HASH(0x9a5ed678) out of 5 stars Must read for any business owner! Sept. 30 2012
By DanaZ - Published on Amazon.com
Format: Hardcover
If you don't think Social Media can and will affect your business and bottom line you must've missed the Digital Royalty Memo. You also gotta get off your corporate butt and read this book as you're missing the freight train that's about to run you over.

Amy Jo transforms the way you think of the traditional best practices in customer service and brand enhancement. Gone are the days of being stone cold and "professional", plastering ads on TV screens and hoping people will bite. She systemically showcases how you can and should maximize social media to get what you really want: brand loyalty and influence with your customers.

She forces you to think outside the traditional box of the corporate structure and gives you the confidence and push to dig deep and focus on what people really want: to know about and hear from you, the unique person that's behind the computer screen. Nowhere has a "be yourself in order to connect with others" been explained more explicitly than in "Renegades Write The Rules".

Phenomenal! Cannot wait for Digital Royalty University!