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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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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 spaceyou 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 empowerand provokea 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 UFCSee all Product Description
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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!
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