Digital Royalty, a digital integration and social media strategy organization, recently posted open positions on their website (http://www.thedigitalroyalty.com/) looking for “Royal Talent”. They looked for applicants to color outside the lines, send a video, photo, poem, or Keynote telling them why they should consider the applicant.
My social media strategy included the following:
1. The first step was simple. Follow as many people involved at Digital Royalty as possible. Learn where they are, what they are doing, and how they do these things. The key to a great social media strategy is to be heard, seen, and recognized.
2. I developed a personal branding website www.makemeroyalty.com, which features links to my Facebook, Twitter, YouTube, and LinkedIn accounts. This site, modeled around the Digital Royalty branding, offers a fun and entertaining look at my resume and portfolio.
3. I contacted as many people as possible on Twitter to launch the trend #makenateroyalty. In a 24 hour time period, twitter users were using this hashtag and connecting with various members of the Digital Royalty team through Twitter so that they would find @ndokuley and his non-traditional application. In the first 8 hours, over 40 different tweets had been sent to @DigitalRoyalty with mentions of www.makemeroyalty.com or #makenateroyalty.
@WeezyWade22: I had a dream that @ndokuley became royalty and the world was finally at peace. So go ahead @DigitalRoyalty, #makenateroyalty. My dreams are never wrong.
@MVNUSID: So if there can be a #BurgerKing and a #DairyQueen, surely @DigitalRoyalty can #MakeNateRoyalty @ndokuley.
@RealtyFive: Hey @DigitalRoyalty, @ndokuley is phenominal. Used his work in the past. #MakeNateRoyalty
4. Next, I uploaded a video response on YouTube, connecting it to Digital Royalty’s call out for applicants. This video created by dR featured all of the innovative things they were looking for. I created a one-take rap and created a video to prove my technological skills involving video.
5. . The final piece of the strategy came in the form of a publicity stunt, starting in Ohio and making its way to Phoenix, Arizona. I ordered a professional designed cake from a bakery in Phoenix, Arizona to design a specialty Strawberry Shortcake (a personal favorite) which would be delivered to the Digital Royalty home office. On this cake, the staff would find “ndokuley, #makenategreat, and www.makemeroyalty.com as well as my full name. Attached to the bottom of the cake was a note which read:
“Dear Digital Royalty,
I love cake. Most people use it to celebrate important events, special occasions, and annual events. But believe me, some of the best cakes come at unexpected times. This is one of those cakes. I hope that it make your day brighter. And you never know, maybe some day we can eat cake together.
– Nathan
RESULTS:
- DM from @DigitalRoyalty
- Hi Nate, love your campaign & style. We just had an offer accepted 4 the last position but we’re growing quickly. Pls stay in close touch. Also, here’s my email and mobile.
- 100+ #makenateroyalty statements made throughout the campaign.
- Invitation to Join the Exclusive Sevans Network, created by PR professional Sarah Evans (@PRSarahEvans).
- Featured Story on Sevans Network blog.
- Twitter “follows” from PR and digital marketing professionals from all over the world.
- I am currently being followed by @DigitalRoyalty, Amy Marin. She currently has 1,307,316 followers and is only following 5,980. I am humbled by that.
