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

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

Foreword by Tony Hsieh ix

0 The Renegade Way 1

Rule 1 Be the Media 19

Rule 2 Show Some Skin 33

Rule 3 Unmask Your Motives 51

Rule 4 Get Comfortable Being Uncomfortable 69

Rule 5 Ask Forgiveness Rather Than Permission 91

Rule 6 Consensus Is the True Authority 111

Rule 7 There s a New ROI in Town 133

Rule 8 The Act of Good Can Be Scaled 149

The Next Chapter 171

Appendix A: Digital Royalty s Core Values 178

Appendix B: Lessons Learned 180

Notes 183

Acknowledgments 185

The Author 189

Index 191

To my Dad, my mentor renegade.

I m forever grateful that you took me straight to the top of the double black diamond that day and made me skip the bunny slope.

And to you, Mom, thank you for your constant empowerment. You re the most positive person I know. I love you both.

Amy Jo Martin is founder of the social media consultancy Digital Royalty and Digital Royalty University. She′s the former director of digital media and research for the NBA′s Phoenix Suns. She pioneered how professional sports integrate social media and planned the first–ever professional sports Tweet Up with Shaquille O′Neal. Martin was named one of Forbes′ Best–Branded Women on Twitter with nearly 1.2 million devoted followers (@AmyJoMartin). She is a regular contributor to the Harvard Business Review, and you can visit her Web site at www.amyjomartin.com.