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Book Review: Social Nation

Business, Reviews

I recently had an opportunity to read Social Nation: How to harness the power of Social Media to attract customers, motivate employees & grow your business by Barry Libert.  Heckuva title.

Libert is the the CEO at Mzinga, which is a company that connects other companies–and their customers–using social media to collaborate and communicate.  Social media is, quite simply, using the internet to drive interactive communication.  This includes Twitter, Facebook, and forums.  Sometimes, it’s just discussion, sometimes, it’s sharing user-generated content.

Social Nation “will show you, as an employee, customer or partner, how to use new social technologies, make yourself heard, and produce better products and services.”   It bills itself as a “complete toolbox” for social media.   Does it match the hype? Let’s see.

The book is broken into three sections.

Part 1: The Future of Business is Social

Libert asserts that the future of business is social.   That is obviously true, to a degree. A solid viral marketing campaign can drive more eyeball to a product than a full-page spread in the New York Time or a 30-second spot during Super Bowl halftime.  However, there are a lot–possibly a majority–of business-to-business companies that will gain no value from a social media campaign.   Would a regional supplier with an exclusive distributorship for a top-name line of faucets benefit from being on Twitter?  No.  On the other hand, 17% of our time online is spent on social applications and the fastest growing demographic on Facebook is 35 years old or older.  There is certainly some value to be gained by have a social media presence in some markets.

This section(all of chapter 3!) also contains a link to a test to determine your social media skills.   I haven’t taken the test, mainly because I don’t feel like registering for another site.  This struck me as nothing more than lead generation, which is a shame.  It could be a useful tool.

Part 2: Seven Principles for Building Your Social Nation

This section has seven chapters, containing 7 case studies that detail the 7 principle of social media, as defined by Libert and Mzinga.

The principles include:

  • Let the culture lead the way, as demonstrated by Zappos.com.
  • Involve your fans.  The big takeaway from chapter 8 is that, when you create a community, your job is to facilitate involvement, not to control it.  If you try to run it with an iron fist, it will choke and die.
  • Reward others and you will be rewarded. Apple lets developers keep 70% of the money they make in the app store.  That encourages developers to develop, making everyone more money.   Give.  Karma will take care of the rest.
  • There are 4 other principles, but some are just common sense, and I don’t want to give away the contents of the book.

Part 3: Start Today and Create Your Own Social Nation

aka

Chapter 11: How to Get Started and 10 Pitfalls to Avoid

Section 3 has just one chapter, but it’s a good one.    It explains the difference between followers and fans, the value of each and how to bond with each.   The difference?  Fans are actively involved.   Followers are far more passive.

This section/chapter also goes into some things to avoid, like abandoning a social media strategy too early, failing to market your business, underestimating the power(positive and negative) of a social network.

Is it worth getting the book?

Social Nation bills itself as a complete social media toolbox, but it falls a bit short.   The book tackles social media from a purely strategic point of view, ignoring the tactical concerns.   It’s clearly geared toward helping a company plan its social media strategy from a 10,000 foot perch.   For the people in the trenches, or anyone with a grasp of strategy that’s looking for the details on running a social media campaign, it’s not enough.  That said, if you are trying to plan a social media strategy, or you have no idea where to start, this is a great book for you.   It holds a lot of value, but stops some distance before “complete”.  Definitely worth a read if you are involved is social media planning.

Giveaway

I’m giving away Social Nation.   If you’d like to have a chance to get it, just leave a comment, telling me how you like to see companies use social media.  Fair warning, this is the book I read, so it’s “used”.   I take care of books, so you can’t tell that it’s used.

Publishers, Publicists, and Authors

If you have a book you’d like me to review, please contact me.

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Clearing Up Social Debt in 3 Steps

Finance

Debt can be thought of as a disease–probably social.  Most of the time, it was acquired through poor decision making, possibly while competing with your friends, occasionally after having a few too many, often as an ego boost.  Unfortunately, you can’t make it go away with a simple shot of penicillin.   It takes work, commitment and dedication.  Here are three steps to treating this particular affliction.

1.  Burn it, bash it, torch it, toss it, disinfect. Get rid of the things that enable you to accumulate debt.   If you keep using debt as debt, you will never have it all paid off.   That’s like only taking 3 days of a 10 day antibiotic.   Do you really want that itchy rash bloodsucking debt rearing its ugly head when you’ve got an important destination for your money?   Take steps to protect yourself. Wrap that debt up and keep it away.

2.  Quit buying stuff. Chances are, you have enough stuff.  Do you really need that Tusken Raider bobble-head or the brushed titanium spork?  They may make you feel better in the short term, but after breakfast, what have you gained?  A fleeting memory, a bit of cleanup, and an odd ache that you can’t quite explain to your friends.   Only buy the stuff you need, and make it things you will keep forever.  If you do need to indulge, hold off for 30 days to see if it’s really worthwhile.   If it’s really worth having, you can scratch that itch in a month with far fewer regrets.

3.  Spend less. This is the obvious one.  The simple one.  The one that makes breaking a heroin addiction look like a cake-walk(My apologies to recovering heroin addicts.  If you’re to the point that personal finance is important to you, you’ve come a long way.  Congratulations!).  Cut your bills, increase your income.  Do whatever it takes to lower your bottom line and raise your top line. Call your utilities.  If they are going to take your money, make them work for it.   If they can’t buy you drinks or lower your payments, get them out of your life.   There’s almost always an alternative.   Don’t be afraid to banish your toxic payments. Eliminate your debt payments.  This page has a useful guide to debt and how to clear it off.

Update:  This post has been included in the Festival of Frugality.

Make a Budget

Finance

DSC02103
Image by r.lovewell via Flickr

In the past, I’ve gone through a detailed series of budget lessons demonstrating how to make a budget and showing my personal budget spreadsheet template.  If you weren’t here to see them develop, you probably haven’t seen them at all.    I’ve never built an actual index for those posts.

This is the master index of my budget planning resources.  As I develop more, this will grow.

Budget Lesson #1 – In this lesson, I go over how we handle discretionary income and I explain our modified envelope system.   The discretionary budget contains things like our grocery bill, or the clothes we buy.  We have near-total discretion over what is purchased, hence the name.

Budget Lesson #2 – Lesson #2 contains the details of our monthly bills.  These are the ones that are consistent, predictable, and actually due each month.  Most people take these for granted as the bills they have to pay, but it’s not true.   You can get almost all of your regular bills reduced just by asking.   You would also be surprised what you can do without, when properly motivated.

Budget Lesson #3 – This is where I explain how we deal with the non-monthly bills.  That is, the bills that have to be paid, but are not due on a monthly basis.  I also share the personal budget spreadsheet template I developed.   I am working on a few sample templates to match various imaginary scenarios.  If you’d like to be an anonymous case study, and get free help setting up a budget, let me know, please.

Budget Lesson #4 – In this lesson, I describe our “set-aside” funds for things that will need to be paid eventually, but not on a set schedule.  Sometimes, they are never actually due.   We set aside money for the parties we throw, for car repairs and for a number of other things.  A few of these items are outright optional, but they are part of what makes life fun.  You can’t make a budget without including some of the extras.

Budget Lesson #5 – This is the companion piece to lesson 2.   Learn how I’ve reduced–or attempted to reduce–each of these bills.   For the better part of two years, I called Dish Network every few months to ask for a discount.  For almost 2 years, it was granted.  Then one, day, they told me they were putting a note on our account to keep us from getting any more discounts, so I canceled.   100% discounts help us save more.

Budget Lesson #6 – This is the reduction companion to lesson 3.  These bills are harder to reduce.  Have you ever successfully gotten your property taxes lowered?

Budget Lesson #7 – This is the reduction companion to lesson 4.  Notice a pattern, yet?

Budget Lesson #8 – Here, completely out of order, is the reduction companion to lesson 1.   Watch as I magically reduce–or rationalize–our discretionary budget.

So, dear readers, what part of budgeting should I address next?

Making Extra Money Part 3: Product Selection

Finance

When you’re setting up a niche site, you need to monetize it.  You need to have a way to make money, or it’s a waste of time.

There are two main ways to do that:  AdSense or product promotion.   To set up an AdSense site, you write a bunch of articles, post them on a website with some Google ads, and wait for the money to roll in.

I don’t do that.

I don’t own a single AdSense site and have never set one up.  This article is not about setting up an Adsense site.

My niches site are all product-promotion sites.  I pick a product–generally an e-book or video course–and set up a site dedicated to it.

Naturally, picking a good product is an important part of the equation.

The most important part of product selection is that the product has an affiliate program. Without that, there’s no money to be made.     There are a lot of places to find affiliate programs.     Here are a few:

  • Amazon.   If you don’t live in one of the states that Amazon has dropped in retaliation for passing laws that attempt to circumvent the Supreme Court’s ruling on collecting sales tax, you can sign up as an associate and collect a commission on every referral you send that turns into a purchase.   That means you have a lot of product to choose from.   Unfortunately, your commission is small, so you need to promote fairly expensive products to get a decent return.   On the other hand, people trust Amazon, so that’s one less hurdle to making a sale.
  • Commission Junction.   These are the people managing affiliate programs for a large number of credit cards and banks.  If you’ve opened an account with INGDirect through one of my links, I got a commission for the referral. (Thank you!)   They have a lot of other products, too.
  • e-Junkie.  This one is a popular distribution system for bloggers.   It’s likely that, if you’ve bought an ebook from a blogger, e-Junkie handled the fulfillment process.   A lot of the products available there have an affiliate program, but that is up to the owner of the product.
  • ClickBank.  My favorite.   This is one of the largest affiliate networks specializing in electronic products, whether that’s membership sites, ebooks, or video courses.   Commissions are good, often 50-75%.   They also offer a 60 day guarantee of every product sold through their site, which helps soothe the wary customer.  This is the site I’ll be using for this series.

The first thing you need to do is sign up for whichever program you intend to use.

If you’re not going with Clickbank, feel free to skip ahead to the section on keyword research.

Once you are signed up and logged in, click on the “Marketplace” link at the top of the screen.

Clickbank

From here, it’s just a matter of finding a good product to sell.   Here are the niches we’re going to be looking for:

  • Back pain
  • Bankruptcy
  • Conflict resolution at work
  • Detox diets
  • Fat kids
  • Foreclosure avoidance
  • Job hunting
  • Weddings
  • Writing sales copy

I’m going to look for one or two good products in each niche.  When that’s done we’ll narrow it down by consumer demand.

For now, go to advanced search.

CBSearch

Enter your keyword, pick the category and set the advanced search stats.     Gravity is the number of affiliates who have made sales in the last month.  I don’t like super-high numbers, but I also want to make sure that the item is sellable.  Over 10 and under 50 or so seems to be a good balance.

The average sale just ensures that I’ll make a decent amount of money when someone buys the product.   I usually aim for $25 or more in commissions per sale.  Also, further down, check the affiliate tools box.    That means the seller will have some resources for you to use.

This combination will give us 36 products to check out for back pain, unfortunately, none of the results are for back pain products.    After unchecking the affiliate tools and setting the gravity to greater than 1,  I’ve got 211 results.    Sorting by keyword relevance, I see three products, two of which look like something I’d be interested in promoting.   One has a 45% commission, the other is 55%.  The X-Pain Method has an initial commission of $34 and claims a 5% refund rate.   Back Pain, Sciatica, and Bulging Disc Relief pays $16, which will make it a potentially easier sale.  I’ll add both to the list for further research.

I’m not going to detail the search for the rest of the niches.  That would be repetitive.  You can see my selections here:

Now we’re going to go through a few steps for each of these products.

The Sales Page

We need to make sure the sales page doesn’t suck.    If the site doesn’t work, is hard to read or navigate, has a hard-to-find order button, or just doesn’t look professional, it’s getting cut.

  • Raw Foods is eliminated.  The sales video is horrible and the order link is at the bottom of several screens worth of nothing.  It’s a crap site.
  • The 7 day foreclosure-avoidance product is out.  Site’s down today.  I want reliability.
  • Management Training By The Book is out.  I don’t like typos on the sales page, especially in the page title.

The Email List

If it has an email subscription form, we’ll need to subscribe, then double-check to make sure our affiliate information isn’t getting dropped in the emails.   If it is, the seller is effectively stealing commissions.  In the interest of time and laziness, I’m going to eliminate anyone pushing for an email subscription.  It’s harder–and time-consuming–to monitor that.  On of my niche site had a seller completely drop their product.  Instead, they pushed for email subscriptions so they could promote other products as an affiliate.  Absolutely unethical.

  • Wedding speeches is eliminated for  throwing a mandatory email entry into the order process.  There’s no guarantee they are up to anything shady, but I’m taking the simple route.

Checkout and Credit

Finally, we’re going to visit the checkout page.  You need to do this from every links in the newsletter and the links on the sales page, just to make sure you’ll get your money.

The way to tell who’s being credited is to look at the bottom of the order page, under the payment information.   It should say [affiliate = xxx] where xxxis your ClickBank ID.   Anything else, and the product gets cut from the list.

When you are checking these, don’t click on every possible link at once.  That confuses the cookies. Do one at a time.  I tried to do it in one batch for this post and lost half of the cookies.  If it weren’t for the fact that I already own one of the products and bought it through my own link and got credited, I would have been talking undeserved trash about thieving companies.

Other Factors

Sometimes, when you’re examining a product, it just doesn’t feel right.  When that happens, drop it.  There are millions of other products you can promote.   In this case, I’m dropping the anger management program because, in my experience, angry people don’t think they are the problem.  Here’s a life tip:  If everyone else is a jerk, the problem probably isn’t everyone else.

  • Another important factor is the sales page itself.  If it doesn’t make you want to buy the product, why would anyone else?
  • Amazing Cover Letters is eliminated because it’s too easy to overlook the buy link.  If I have to hunt for it, it’s losing customers.
  • Amazing Wedding Planning is getting eliminated because I don’t like the sales page.  The buy link is easy to overlook, and it doesn’t compel me to buy.

Now we’re down to 10 products in 6 niches.    At this point, we’re comfortable with the sales pages and we know that they are crediting commissions.   As it stands right now, all of the products are worth promoting.

We’ll make the final determination after doing some heavy keyword research in the next installment.   That’s where we’ll find out how hard it is to compete.

Any questions?

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4 Ways We Keep Wasting Money

Finance

DENVER - NOVEMBER 22: A traveler undergoes an...
Image by Getty Images via @daylife

MSN Money has an article up on common ways money is wasted.    Here is my spin.

We(as a species) tend to do a great job of wasting money.   Between inertia and the emotional pain of cutting off something we have gotten used to–whether it be Netflix or a 3rd arm–it’s hard to kill wasted costs.  As Robert Heinlein said, “Man is not a rational animal, he is a rationalizing animal.”

MSN listed 4 ways to make your money go bye-bye:

1.  Credit cards

According to the article, in the US, the average rate of interest is 15% for a total nation-wide debt of $850 billion-with-a-B.  That’s insane.   I lucked out and quit using my cards before the CARD act forced all the issuers to send their rates to the moon.   I’ve opted out of every agreement change since then, while I pay off the remaining balances.   15%! If you buy something for $1000 and pay it off in a year, that’s $1150.   What could you do with an extra $150?   It’s time to get out the torches and pitchforks and drop by Mr. Debt’s house.

2.  Overdraft fees

I set up an overdraft protection account years ago, because it was a heckuva lot cheaper than bouncing checks.   It came with a 25% interest rate and a $2 fee per use.   A couple of months ago, they boosted the fee to $10 per use.   Jerkface, you’re already cashing in on my interest, do you have to touch me like that at the beginning of the date, too?   Thankfully, we haven’t used our overdraft protection since we went on our debt-killing crusade in April of 2009.   Oh, Mr. Debt!  You’re going to have a really bad day when I get to your house.   There will be a smoothie à la Otis when I get there.  Side note: If you’ve got a dark sense of humor, rent Otis.    Not only will you love it, you’ll get the smoothie joke.

3. Unused memberships, gift cards and rebates

Gym memberships are the big example here.   People buy a membership because they set some awesome New Year’s resolution, use it for 2 months, then spend 6 months telling themselves they’ll start using it again soon before they finally cancel.   At $30 per month, that’s $180 that could have been spent sending me presents.   If you must get a gym membership, wait until spring.  That’s when people tell themselves they don’t need a membership because it’s so nice out, they can just exercise outside.   When people tell themselves that, the gyms cut membership costs to lure people in to start their own 6 months of denial.

Take a look at your other recurring costs, too.  Do you use the cable package you have, or could you be just as happy with the next one down?  Do you need the donkeys-and-kneesocks-around-the-world channel?   You’ve gotten your 10 CDs for a penny, can you tell Columbia House where to go with their $20 per CD commitment?

4.  Airline fees

This one is easy.   Forget the 3 hour lines, fees for showing up, Pervo-Scan™, and minimum-wage molestation agents masquerading as cops.   Drive whenever possible.    If it’s not possible, show up in a kilt, regimental-style(assuming you are a guy!).   Don’t check a bag, just ship if overnight to your hotel.   Most of the time, that’s cheaper than $50 per bag, anyway.  Avoid the fees as much as possible.

What other ways have you wasted money?

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Carnival of Personal Finance #270, the Elvis is Dead Edition

Misc

Elvis mugshot2
Image via Wikipedia

Today is the 33rd anniversary of the death of Elvis, so I’m bringing you the “Elvis is Dead” edition of the Carnival of Personal Finance.

What can the King teach us about finance?  The immediate lesson is, of course, to not let success destroy you or your life.  Always remember what is important.

“Adversity is sometimes hard upon a man; but for one man who can stand prosperity, there are a hundred that will stand adversity.” -Elvis Presley

Before we get into the carnival, please take a moment to subscribe, either by rss or by email.  If you are on twitter, please follow me at @LiveRealNow.

Editor’s Picks

“When I was a child, ladies and gentlemen, I was a dreamer. I read comic books, and I was the hero of the comic book. I saw movies, and I was the hero in the movie. So every dream I ever dreamed has come true a hundred times…I learned very early in life that: ‘Without a song, the day would never end; without a song, a man ain’t got a friend; without a song, the road would never bend – without a song.’ So I keep singing a song. Goodnight. Thank you.”
-From his acceptance speech for the 1970 Ten Outstanding Young Men of the Nation Award. Given at a ceremony on January 16, 1971

Craig Ford from Money Help For Christians presents How to Buy Cars With Cash. This is great advice.   My car will be paid off in the next few months and I will be doing exactly this.

FMF from Free Money Finance presents Are Tattoos at Work Really That Acceptable? Do tattoos limit your career? I reference this graphic when thinking about a tattoo.

Pop from Pop Economics presents Getting a raise: The negotiation.   It’s always best to raise your top line as high as possible.  Bringing in more money is far more effective that simply reducing your expenses.

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