Embraces social media through education, development and unconventional methods
Founded in April 2009, Digital Royalty develops digital integration and social media strategies for corporate and entertainment brands, professional athletes, sports teams and leagues. Digital Royalty University provides customized education programs including strategic and tactical social media training. Martin’s list of clients includes Double Tree by Hilton, Dana White, The UFC, Fox Sports and Dwayne “The Rock” Johnson. In 2012, Martin relocated from Phoenix to Las Vegas after her company received funding from the Vegas Tech fund and wanted to take part in the Downtown Revitalization Project.
According to Martin, “There’s a paradigm shift happening right now. With the advent of crowd funding, we are seeing more and more innovative ideas come from small startup companies and power is shifting away from big corporate companies. There’s much more of a focus on startups and people want to do business with people who are likeminded and share similar core values. Consensus is the true authority.”
Recently, she wrote the New York Times best-selling book, “Renegades Write the Rules,” a social media how-to and beyond. It is full of personal anecdotes from working with Shaquille O’Neal and how they came together to create @Shaq, one of the most recognizable and original Twitter handles in the world.
Martin grew up as a small-town girl going to rodeos and exploring the great outdoors. Since her father had a job with a construction company, her family moved frequently and she spent most of her adolescence in Kansas, Wyoming and Arizona. She believes that these experiences shaped her and fostered a true sense of curiosity and an addiction to change.
“I’d say the most influential people thus far in my life have been my parents, for teaching me how to be resilient and adaptable, no matter the circumstances,” Martin said.
As for mentors, while admitting there were many, she spoke about Tony Hsieh, “For being so humble and down to earth, despite all he’s accomplished. He’s truly a one-of-a-kind, common sense innovator.” She would also say Dwayne “The Rock” Johnson, “Because he is the hardest working person I know and taught me that sometimes your hustle factor is often your differentiating factor.”
According to Martin, she mentors in many ways. “I have several friends who are starting their own businesses and try to help out where I can. I also help mentor my teammates at Digital Royalty. I think the best, most successful mentoring relationships happen organically. It doesn’t necessarily have to be a formal mentorship with set parameters.”
Martin is giving back not only to Las Vegas, but also on a global effort. She sits on the St. Jude Digital Board of Directors and advises them on digital strategies as well as supports them with her social influence. She recently returned from a trip to Ethiopia with charity: water. “The trip inspired me to donate my upcoming 34th birthday to charity: water. With the help of my friends and fellow well diggers, we are trying to raise $10,000 so that a village of 250 people can have clean water. My company, Digital Royalty University, also has a Buy One, Give One Program through our partnership with Teach For America. For every class purchased, we donate a class to a teacher to help increase parent, student and teacher collaboration.”
Martin will continue making a difference as a Fearless Female.