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How To Create An Awesome Social Media Stunt: Advice From Digital Royalty’s Amy Martin

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I knew when I saw this video on YouTube from today’s guest Amy Martin, I had to get her back on the show to share some lessons with the RISE community. Amy is one of the FIRST guests I ever interviewed on Skype all the way back in 2009 and is someone that walks the walk and talks the talk. Amy herself has over 1,000,000 followers on Twitter (yes, 1,000,0000+), is the person responsible for Shaq being one of the early celebrities on Twitter, and is one of the big brains behind the UFC’s innovative use of social media (this all through her company Digital Royalty).

Amy is BACK today on the show to talk about pulling off social media stunts and ways you might be able to implement them. Enjoy!

Oh, and make sure to check out Digital Royalty University (dRU), the new education division of Digital Royalty that was recently launched and focuses in customized social media training for athletes, leagues, brands and celebrities. More info can be found on the Digital Royalty website.

About Today’s Guest, Amy Martin:

Amy MartinAmy Martin began her career living the agency life, working with clients such as the NFL Arizona Cardinals, NHL Phoenix Coyotes and the Super Bowl XLIII Host Committee. Following her agency stint, Amy transitioned to a new position with the Phoenix Suns. It was there, during three seasons with the Suns that Amy was responsible for concepting, pitching, executing and measuring digital marketing partnerships. Her success developing and monetizing the Suns digital media platform lead her to entrepreneurship, and the creation of Digital Royalty, a Phoenix-based firm specializing in digital integration and social marketing.

With a focus on strategy development, Digital Royalty now helps corporate and entertainment brands, celebrities, professional sports leagues, teams and athletes build, measure and monetize their digital universe. Its dual focus is to provide customized education programs, a blend of strategic and tactical social media training.

In addition to speaking engagements and weekly contributions to a variety of blogs, Amy and the work of her firm has been featured in top-tier journals such as Vanity Fair, TIME, Forbes, The New York Times, Newsweek and PR Week, in addition to Amy being frequently quoted in Sports Business Daily, ESPN, Mashable and several other national, local and online publications.

A few of Digital Royalty’s clients include Shaquille O’Neal, Chicago White Sox, UFC, Los Angeles Kings, Jabbawockeeez, Discount Tire, Tony Hsieh CEO of and author of the The New York Times #1 Bestseller, Delivering Happiness and Hard Rock Hotel & Casino.

Connect With Amy (and tell her you saw her on RISE!):

On Her Website
On Her Personal Site
On Twitter

This Episode Of The Rise To The Top Is Exclusively Sponsored By HubSpot:

HubSpotToday’s The Rise To The Top episode is sponsored by HubSpot, which has just published an amazing collection of 101 quotes from some of the most influential thought leaders in marketing. This ebook, titled “101 Awesome Marketing Quotes” is meant for you to read, embrace and share with your co-workers and friends who can use some marketing inspiration. Download your free copy today at

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The Rise To The Top intro song was brilliantly created by Ashkon. Check him out on Twitter and Facebook.

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  4. MikeLawson says:

    Well done, David. This is practical mediaprenuership stuff that I can use (copy!). The video of Amy’s tweet stunt for free tickets was huge. In 45 seconds, fans flocked her on the street for freebies. Excellent example. Her Digital Royalty University is something many marketing companies well versed in new media practices should emulate as well.

    1. David Siteman Garland says:

      Awesome, Mike. I loved that video too. It was incredible in terms of how fast it went down.

  5. John Torres says:

    As a sports ans social media buff, its awesome to hear the success story of someone like Amy.  I first got into social media and twitter through sports and currently I am apart of the social media team at an up and coming small business.  

    1. David Siteman Garland says:

      Very cool, John. Amy is a great example of one of the most creative and successful people when it comes to sports & social.

  6. Global Crest says:

    David: Wow…I love the opening jingle to your show…it has a great retro touch to it with the a cappella. Are the singers friends of yours?

    1. David Siteman Garland says:

      Hah! It was created by Ashkon. Check him out @ashkonmusic on Twitter and Facebook

  7. Christi says:

    I have a question. The interview with Amy was great, and I learned about marketing strategies….but do you have any more videos that include information on building marketing teams or strategies designed for the media-preneur? I am currently looking for ways to build a small marketing team, but don’t know where to start, but don’t know where to start. I know some marketing strategies..but I think I need more help and stronger expertise. The products are in entertainment and publication (digital magazine for young professionals and music). 

    1. David Siteman Garland says:

      C – Hmm…I really don’t anything re: building teams. However, there are some great strategies in other interviews. On the guests page I’d recommend an interview with Anita Campbell, chris brogan, and Michael Stelzner to get you going.

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The 8 step process to the successful with online courses + free gifts for attending!

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