Digital Royalty Case Studies

Digital Royalty
Case Studies

© Digital Royalty Inc. 2012

Digital Royalty
Digital Royalty was founded in April of 2009 by CEO, Amy Jo Martin.

Digital Royalty is known for innovative campaigns, community building with loyalty/ambassador
programs and ROI measurement. These ‘never been done before’ creative social campaigns
bridge the virtual world with the physical world. That’s when social media becomes tangible; it
converts and generates traffic. From a marketing standpoint, our goal is to develop online fans
of the brand and get them talking about and advocating via word of thumb marketing so the
teams we work with can focus on engagement and valuable content -- versus using the space as
an advertising channel.

As the social landscape quickly evolves, proper social education has become more important
and we have been training thousands of corporate partners, globally, for several years.
Digital Royalty University provides custom online, on-demand and in-person education
programs including strategic and tactical social media training, company culture, and
personal innovation.


Our Philosophy
Social media is a dialogue vs.
a monologue.
The golden rule is to deliver value when,
where and how your audience wants to
receive the value. By doing this, brands are
able to gain access, build affinity and
influence -- ultimately pushing guests up a
notch on the loyalty ladder. Social
influence converts but impressions do not
always convert.

The Digital Royalty philosophy centers
around creating one fully-integrated
custom Digital Brand Universe.


Amy Jo Martin
Amy Jo Martin, CEO & Founder, Digital Royalty
Amy Jo founded Digital Royalty in 2009 to help corporate brands, celebrities,
professional sports leagues, teams and athletes build, measure and monetize their
digital universe. In addition, Digital Royalty provides customized social media
education programs through Digital Royalty University, which offers a
comprehensive curriculum blending strategic and tactical training. In October
2012, Amy Jo published the New York Times Bestseller, Renegades Write the
Rules.
Amy Jo herself has nearly 1.2 million Twitter followers (@AmyJoMartin) and she
travels the world to speak about the latest trends in social media, how to monetize
various social platforms, and how to successfully build a personal brand by utilizing
social media. Her audiences have varied from the Harvard Business School and
National Sports Forum to the Design Leadership Summit in Venice, Italy. Amy is
also a regular contributor to news outlets including the Harvard Business Review
and Sports Business Journal. She and Digital Royalty have been featured in top-tier
media outlets including Vanity Fair, TIME, Forbes, The New York Times, Fast
Company, ESPN SportsCenter, USA Today, MSNBC and Newsweek.
Digital Royalty’s clients include: Shaquille O’Neal, FOX Sports, The X-Factor, Hilton
Worldwide, Chicago White Sox, UFC and Dana White, Dwayne “The Rock” Johnson,
Los Angeles Kings, Jabbawockeeez, Doubletree by Hilton, Tony Hsieh CEO of
Zappos.com and author of the The New York Times #1 Bestseller, Delivering
Happiness, Monte Carlo Resort & Casino, and Hard Rock Hotel & Casino.

Portfolio

Tony Hsieh


Monetization Process
Digital Royalty established two proprietary and patented
formulas to measure social media.


Return On Influence Formula

There’s a new ROI in town.
Digital Royalty’s patented Return on Influence (ROI) formula allows us to assign a
scientific value to guest Sentiment and Engagement, two metrics that are not
typically measured.


Rev/PAF Formula
Yes, social media makes you money… and much more.
Digital Royalty patented this Revenue per Available Fan/Follower (Rev/PAF) metric to
measure revenue generated through Facebook and Twitter. Everything is trackable
online, and with proper coding we’re able to track conversations that lead all the way to
conversions. This allows us to arrive at a value per fan and follower.


Monetization Process
When ROI increases, RevPAF always follows.
We’ve studied the correlation for the past several years and have proven
this relationship. Simply stated, when we increase influence, we
automatically increase revenue.


Case Studies


Case Studies
Digital Royalty is a thought-leader in the social space

Digital Royalty was one of the first, if not THE first, dedicated social media agency to be
established. Our experience and our influence is our value. Founder and CEO, Amy Jo Martin has
been coined as a lead innovator in this field for the past four years. She is a The New York Times
Bestselling author of Renegades Write the Rules, a book about innovation and social media, and
has more than 1.2 million followers on Twitter. She’s often interviewed as a social media expert on
national television and other media outlets such as USA Today, Fast Company, Washington Times
and TechCrunch. Forbes has named Amy Jo Martin as one of the top five best-branded females on
Twitter. She is a regular contributor to Harvard Business Review, Huffington Post, Sports Business
Journal and SELF Magazine and speaks across the world on the topic of innovation and social
communication.

The vertical experience base at dR is vast from a great deal of gaming and hospitality to celebrities,
sports to automotive, apparel and beyond. We have worked with global brands, activating social
media campaigns across the world. Our international experience spans throughout the Asia-Pacific
region where the platforms vary outside of the typical Facebook, Twitter, Google+, etc. Recent
national and international press: www.thedigitalroyalty.com/buzz


Recent National Press

Link: Fast Company, 10/8/12 Link: Forbes, 11/20/12 Link: Huffington Post, 12/19/12

For more examples, click here:
www.thedigitalroyalty.com/buzz

Case Study
DoubleTree by Hilton


Case Study
DoubleTree by Hilton - Social Media Education Program
• Educated 700 General Managers and Directors of Sales at annual conference
• Developed a social media education program that provides on-going monthly training for
individuals at the 300+ properties around the world via web and in-person sessions
• Provided in-person and web-training sessions for executives at the brand level. Training
included personality strategy development
• Launched the first ever “Socialite” Social Media Incentive Program that highlights
employees who are excelling in the space
• Hosted two in-person Socialite Camps with attendees from around the world


Case Study
DoubleTree by Hilton - Cookie CAREavan Tour
Strategy
• 1 Truck + 50 States + 25th Anniversary
• Objectives for the social media component of the campaign were to increase Facebook
“likes,” Twitter followers, and YouTube views on the brand accounts, and increase overall
brand engagement and positive sentiment.

Results
• 120% increase in Facebook “Likes”
• 32% Return on Influence score increase August over May
• 4% increase in Twitter followers
• 88% positive online sentiment
• 130 total check-ins on Foursquare
• 706 total new HHonors enrollments
• 10,459 sweepstakes entries
• 1,031 video views
• 2 Billion Impressions

Click here to watch video overview of campaign & results

Case Study
Execution
• Involvement from 125 DoubleTree by Hilton hotels
• Over 1,000 team members volunteered at Cookie CAREavan events
• Promotional support from the individual property social media outlets
• Properties hosted their own Cookie CAREavan events when the Cookie Tour visited their
cities
• Support from the executive level


Case Study
The Tour Hub
• Social media was a strong component of the campaign
• Facebook served as the “hub” of the tour
• Interactive map with location of the truck, information about each event, twitter feed, video &
photo feeds, sweepstake entry
• DoubleTree brand and property-level accounts drove Likes/Followers to this tab


Case Study
Integrated Campaign
Integrated multi-platform social media campaign that leveraged
Facebook, Twitter, Foursquare, Topguest, YouTube, Flicker

• #SweetBreak Stops - encouraged followers to tweet in their office
locations with the #SweetBreak hashtag for an opportunity for the
CAREavan to deliver cookies. Businesses included National Geographic,
Disney World etc.
• Cookie Truck Contest - encouraged Twitter followers to tweet in a
name for the cookie truck for a chance to win a two-night stay and
recognition. The name selected was “Chip”
• Public relations & blogger outreach - influential accounts,
bloggers and media were identified at each stop and contacted via Twitter
• Partnerships - partnered with Virgin Airlines and Topguest to award 50
HHonors points and 25 Virgin Elevate points for each person who
checked-in at the Cookie Truck Foursquare location
• Charity involvement - visited local food banks and charities
throughout the tour

Case Study
DoubleTree by Hilton - Little Things Project Campaign
Strategy
Objectives for the social media component of the
campaign were to increase Facebook “likes,”
Twitter followers, and YouTube views on the brand
accounts, and increase overall brand engagement
and positive sentiment.

Results #LittleThings
• 3.2 billion media impressions
• 16% increase in Facebook “Likes”
• 20% increase in Twitter followers
• 9,000 Hilton HHonors enrollments
• 650,000+ Sweepstakes entries


Case Study

Photos&
from&the&
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Case Study
The Tour Hub
• Social media was a strong component of the
campaign
• Facebook served as the “hub” of the tour
• Interactive map with location of the tour stops,
information about each event, twitter feed, video &
photo feeds, sweepstake entry
• DoubleTree brand and property-level accounts
drove Likes/Followers to this tab


Case Study
White Sox


Integrated Campaign
Challenge: Final Man Vote Campaign for Jake Peavy

•Rally White Sox fans to encourage them to vote to
place White Sox pitcher Jake Peavy on the All-Star
line-up
•Leverage the reach of each division within the
White Sox organization
•Stand out from the clutter of other teams
campaigns
•Develop a memorable campaign that positioned
the White Sox as a leader in the social space
•Engage with loyal fans and continue to build
relationships with the community


Integrated Campaign
Results:
• Developed the #TakeJake campaign that was executed
over 98-hours

• The campaign extended across every social channel
and mobilized 14 work groups within the White Sox
organization including, broadcast, ticketing,
community relations, public relations and game
operations

• In 98-hours the campaign generated 4 million
impressions, nearly 14,000 new Likes on Facebook
and more than 220,000 views of the exclusive videos

• #TakeJake trended on Twitter several times both
worldwide & in the US

• Celebrity and influential accounts supported the
campaign via twitter, including Chicago Bulls, Chicago
Blackhawks, Charlie Sheen

Case Study
Tony Hsieh & Delivering Happiness


Ambassador Program
Challenge: Create a Movement from a Book Launch

•Identify virtual leaders and brand ambassadors
within the Delivering Happiness community
•Build and utilize multiple channels within the
social space
•Humanize the human behind the Delivering
Happiness team (Tony Hsieh & Jenn Lim)
•Hit The New York Times Bestsellers list
•Build a community that will extend and continue
to grow beyond the launch of Delivering Happiness


Ambassador Program
Solution:
• Create a blogger program that encouraged bloggers to
post a book review the week of the book launch called,
Very Happy Person (VHP)

• Host a series of Virtual Happy Hours in different cities
across the country leading up to the book launch.
Include special guests (entrepreneurs, thought-
leaders) and friends of Tony’s to join the live stream

• National Bus Tour to promote the book following the
launch

• Launch a Delivering Happiness blog
• Infuse a charitable component by partnering with
charity:water and LIVESTRONG

• Leverage multiple social media channels including,
MeetUp Everywhere, Facebook, Twitter, Ustream,
Foursquare

Ambassador Program
Results:
• The blogger program received more than 800 blogger
applications

• The eight Virtual Happy Hours were viewed by more
than 300,000 people

• Delivering Happiness hit #1 on The New York Times
Bestsellers list

• Delivering Happiness raised more than $33,000 for
LIVESTRONG by the launch of the book

• The ambassadors (Very Happy Person - VHP) program
lead the Delivering Happiness Movement beyond the
book launch and extended into a nationwide Delivering
Happiness Bus Tour. The ambassadors attended and
promoted each of the cities throughout the tour For more information on
this campaign, click here.
• There are currently thousands of individuals that are
part of the Delivering Happiness worldwide movement

Case Study
FOX Sports


Personality Strategy
Challenge: Humanize the brand behind FOX Sports
personalities

•Show the human behind the brand of each of the
FOX Sports personalities
•Position FOX Sports as the leader within the social
space and innovators in the sports broadcast
industry
•Incorporate social media within each division of
FOX Sports
•Grow an engaging community within the social
space


Results:
• Trained each of the divisions within FOX Sports
including, on-air talent, production, marketing/
communication in social media through a series of in-
person and web-based sessions

• Establish Twitter pages for each of the talent that
didn’t have a presence in the space, including Jimmy
Johnson

• Verified those who weren’t already verified on Twitter
• Activated on-set and at events during live broadcasts
by capturing unique content

• Trained and develop a social media strategy for the
sales team so they are able to add value to their
existing partnerships


Case Study
Monte Carlo
Las Vegas Hotel & Casino


Challenge: Humanize the Casino Brand
•Developed a brand character description for
social use
•Established voice & tone for the humans behind
the Monte Carlo brand
•Created and implement personality strategy for
key individuals such as executives and
personalities on property
•Trained each representative on best practices
within social media
•Established transferable accounts to keep
ownership & influence within Monte Carlo in the
event of employee turnover


Solutions:
• Launched 15 personality accounts for Monte Carlo on
Twitter to represent the property

• Trained each representative on how to listen, respond
and tweet effectively and provide the right content to
maximize brand exposure

• These accounts were developed in addition to primary
brand accounts tracked by corporate


Social Booking
Convenience:
Facebook booking tab allows user to
quickly compare rates, book and “Like”
without leaving Facebook.

Experiential value:
Users booking via Facebook will receive
a social band granting them access to
exclusive offers and experiences.


Social Booking


Social Band
•Battle OTAs with experiential value
•Anyone who books through Facebook will
receive a Social Band
•The Social Band will offer guests exclusive
perks
• Meet & Greets
• Social Happy Hours
• Skip lines (bars, front desk, etc.)
• VIP Area (tables, cabanas, front row seats,
etc.)
• Airport pickup


Customer Service
•Monte Carlo has experienced an 80%
increase in guest recovery through social
media
•Able to win back upset guests through social
media by converting negative sentiment into
positive
•Past guests have become “ambassadors” by
defending Monte Carlo online


Case Study Results
Measurable Gains in:
•Community Growth +45%
•Revenue per Available Fan Follower
• 93% increase for MonteCarlo.com via Twitter.com
• Engagement +100%

Results:
•Increased brand awareness, which contributed to
an increase in engagement overall
• As engagement continued to increase brand
sentiment became stronger
• The substantial increase in Monte Carlo’s ROI
had a direct impact on the casino’s revenue per
available Fan and Follower (RevPAF)

Case Study
Social Branding


Branded Communities

Each touch point is branded alike to maintain recognition and brand standards. From Twitter,
YouTube and Ustream.TV backgrounds to Blog and Email templates.


Case Studies
Event Activation


Event Activation
Digital Royalty developed the #Hunt4UFC concept
This tactic has activated hundreds of “Hide & Tweet” stunts in 30 markets
across the globe. Millions of fan impressions have been generated, Pay-
Per-View buys have increased and sponsorships were established as a
result of these stunts.

Results:
• Bridges the virtual and physical worlds
• Increases fan engagement prior to the UFC event
• Drives foot traffic to sponsor’s retail outlets
• Increases sponsor’s social media presence
• Increases the social media numbers/influence


Event Activation
Social Media is most powerful when the communication and engagement
become tangible.
Digital Royalty’s “Random Act of Shaqness” campaign launched in early
2009 and was the first of its kind before location based services existed.
The campaign has impacted 10’s of millions of fans and garnered national
and international media attention.


Case Studies

More case studies can be located here:
www.thedigitalroyalty.com/topics/case-
studies


Contact Info

Amy Jo Martin
Amy@TheDigitalRoyalty.com
DigitalRoyalty.com
DigitalRoyaltyUniversity.com
(@AmyJoMartin)

Digital Royalty Case Studies

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