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

ISBN: 9781118340516 | 1118340515
Edition: 1st
Format: Hardcover
Publisher: Jossey-Bass
Pub. Date: 10/2/2012

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Achieving social media success isn't as easy as it may seem. The same tools that plucked Perez Hilton from obscurity can drown others in a sea of sameness, even big celebrities or brands. But there are secrets to social media success. Savvy celebrities like Dwayne "The Rock" Johnson, brands like Nike, and sports icons like Shaquille O'Neal are employing these secrets every day to build loyal, lucrative followings. Anyone can emulate their strategies to replicate the success of these digital royals, but only if they accept one premise: people are most entertained and inspired by other people, not clever giveaways, cool logos, or creative taglines. Succeeding is not about volume (because friends, fans, and followers don't directly translate to profit), it's about influence. And gaining influence cannot be contrived. It requires an unprecedented (and potentially uncomfortable) level of accessibility and ongoing affinity. That's because being relevant in today's world has everything to do with the personality behind the brand-whether the brand is a product, company or individual. Traditional marketing and PR are less and less effective because they are merely creative forms of monologue that don't engage people in real relationships. Only dialogue adds up in the digital age by reinforcing your connection with real people every day. But how do you build a faithful following and beat the competition clamoring for people's attention? The overarching answer is straightforward: continually deliver 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 only difference between today's digital royalty and everyone else is the innovative way in which the royals meet those common needs. In a spirited style, Secrets of the Digital Royalty pulls back the virtual veil to reveal the unconventional strategies behind the social media success of today's top celebrities, brands, and sports icons, and how you can follow their lead.


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