LAS VEGAS, June 14, 2012 — The business world is primed and ready for social media and Amy Jo Martin, founder of the social media strategy firm Digital Royalty, is well positioned to lead this movement.
Hsieh is privately funding a $350 million effort to reinvent downtown Las Vegas as an incubator for new businesses. Digital Royalty is moving to Las Vegas to lead the charge.
Amy is refreshing. She is engaging. It’s no wonder that she has 1.2 million followers on Twitter. She has applied her innovative use of social media to Nike, X Factor, UFC, Shaq and more.
Her next goal is to change social media education. “We have been working on it over the last three years. We are excited to share this beyond celebrities and big brands. Digital University will educate an entire company top to bottom,” Martin says.
It’s a new and important thought in social media. Typically only those in marketing or communications are trained to use social media. Digital Royalty wants to train everyone in legal, HR, even the CEO to create a unified strategy and experience within social media.
It makes sense. Sometimes the best ideas are simple.
1. What is the future of social media? What will we be talking about 12 months from now?
One thing I have noticed is social fatigue. Even in my own personal experience. That’s my world. The common person that is using social media, for whatever benefit, has so many options. People only have so much time in their day.
Simplicity is just key. That’s what made these platforms so accessible in the beginning. Twitter is 140 characters. Instagram is simple. Pinterest is simple.
Visualization is also key. Video is a driving force.
I see a lot of consolidation. Both through acquisitions and platforms that won’t make it. The consolidation is coming.
2. Why is listening important in social media?
Social media is about delivering value. When, where and how people want to receive it. Listening is where it begins. When I worked for the Suns I realized what the power of listening was.
Your audience will tell you the next step. If you build the relationship they are happy to tell you where to go next if that intent is there in the beginning.
It starts with listening. Experiment, listen, measure, refine and repeat.
Listening is the touch point you always come back to and th ability to experiment and take in to best practices is a fairly quick transition. It’s amazing what you can learn when you listen.
3. What is the importance of personal branding online?
Recruitment is being done with social media reference checks. At Digital Royalty, people are evaluated via social and have even done campaigns to get their jobs. Eventually I see colleges and universities looking at social influence as a means to gain entry in to college.
Influence and impressions become an asset. Even if you are in accounting. It’s proof that you have value to an audience.
It’s important to identify your value. The value is more in line with who you are and not what you are. If they can get to know you it’s a differentiator. Are you providing entertainment, education, reciprocation? It’s important to have a balance.
It’s said that what people say about you in the end is who shows up to your funeral. Why wouldn’t you check in and do those audits along the way instead of letting your funeral dictate that.
4. Why did you start Digital Royalty?
I saw an opportunity. Social media hadn’t been embraced fully from a corporate standpoint. I wasn’t able to innovate and experiment the way I wanted to in my own experiences.
I wanted to color outside the lines. Hard to do under a lot of policies. Going out on my own allowed for the freedom to experiment and work with progressive brands.
The Suns were one of the first in sports to believe in social channels. It’s come a long way.
The basic fundamental that I saw was human connection. We determined ways to scale that human connection and affinity.
5. What role does broadcast media play in social media?
A lot of our clients fall in to this category. The two work well together. It provides another level of entrainment and experience. Combined they add another dimension. There is value there. It’s a cool way to bridge the physical world with online world.
It’s the ability to give your viewers a voice. The ability to make it a dialogue rather than a monologue.
Broadcast is still huge. It is enhanced by being able to see engagement levels and real-time sentiment of viewers.
Sports is one of the most conducive for social media. It lends itself well to live discussion. When you don’t know the outcome people tend to talk more.
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