Social Media Case Study #1: The launch of SUCCESS Book (Part 1)

success-book

Scenario

In any launch of a brand new book by a new author, the pre-launch publicity is more important than post-launch publicity and promotion. Social Media can be used to support both the pre and post launch. It will be deployed alongside with public relations, event management, and other sponsorship. The book – “SUCCESS” showcase the integrated publicity approaching using social media and mass media appeal to promote the book way before it is launched.

Challenges

  • Though Richard Gavriel is a leading Speaker Manager in the professional speaking landscape in Singapore, he has never written a book before until Dec 2013; he is a novice author.
  • There have been many books written about SUCCESS both in Singapore and internationally
  • It will be a published book and not an ebook.
  • It was to be launched in Dec 2013

Best Practices

  • Every book should have a fan page by itself. This should be different from the author’s page
  • Share first; Sell later.
  • A video channel by the same name may not be necessary unless the content of the book requires a lot of “How to…..”. Showing is always more impressive than telling.
  • User-generated content has more social appeal than original ones. Audience are more interested in what others say or what the brand says.
  • Online pre-order of a new book is essential with testimonials from the best client at least 6 weeks before the launch – http://www.richardgavriel.com/book
  • Video is more engaging than text or static visual. Youtube is the 2nd largest search engine in the world behind Google and they are of the same family.

Strategy

  • The launch is postponed a month back to end of Jan 2014 to catch the Christmas season pre-order and also to give more shelf life recency to the book.
  • A series of videos discussing different aspects of achieving SUCCESS in life.
  • Construct a list of keywords relating to “SUCCESS”
      • success quotes
      • success
      • succession
      • success factors
      • success magazine
      • success academy
      • success quotes
      • success maker
      • success factors
      • success magazine
      • success academy
      • success kid
      • success synonym
      • success for all
      • success academy
      • success at the core
      • success and failure quotes
      • success articles
      • success affirmations
      • success by design
      • success books
      • success criteria
      • success chess
      • success connect
      • success communications group
      • success coach
      • success definition
      • success defined
      • success dictionary
      • success driven
      • success definition for kids
      • success express
      • success essentials
      • success equation
      • success factors
      • success for all
      • success guru
      • success games
      • success guide
      • success has a thousand fathers
      • success habits
      • success hypnosis
      • success has many fathers
      • success hard work quotes
      • success is counted sweetest
      • success is the best revenge
      • success is a journey not a destination
      • success in life
      • success journal
      • success jokes
      • success link
      • success learning center
      • success life quotes
      • success labs
      • success learning
      • success learning academy
      • success magazine
      • success motivational quotes
      • success network
      • success on demand
      • success poems
      • success principles
      • success pictures
      • success portal
      • success posters
      • success quotes
      • success quotes for women
      • success quotes for men
      • success quote of the day
      • success quotes pinterest
      • success quotes for kids
      • success quotes for students
      • success questions
      • success quotes for work
      • success synonym
      • success stories
      • success speech
      • success songs
      • success strategies
      • success schools
      • success sayings
      • success systems
      • success tips
      • success tracker
      • success unlimited
      • success university
      • success under stress
      • success vision
      • success video
      • success vs failure
      • success vs happiness
      • success vs excellence
      • success vs significance
      • success words
      • success wizard
      • success quotes
      • success with honor
      • success your way
      • success synonym
      • success zone
  • Weave in as many relevant keywords as tags into the youtube videos
  • Promote the book only at the very end of the video with a call for action
  • Connect the audience to the microsite
  • Create a playlist with the 4 video in the following order:
    • Is achieving SUCCESS a Science to follow?
    • Is achieving SUCCESS an Art to master?
    • Is achieving SUCCESS pure hard work?
    • Achieving SUCCESS is a balance of Science, Art and Hard Work

Results

(To be reviewed by Jan 2014)

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13 Social Media & Mainstream lessons from Riot in Little India

Riot in Little India What this article is NOT about:

1. Why did the riot happen?
2. Who is responsible for the riot?
3. What should have been done to contain the riot?
4. Where should we go from here in terms of labour policy?
5. How long should we ban the sale of alcohol in Little India?
6. When was the last time we had a riot in Singapore?

What this article is about:

It is about the lesson learnt from social media activities in terms of the content created, the direction of social conversation and how different communities including mainstream media are reacting to the incident.

What’s expected:

1. Platforms : Social Media is a viral tool to share information fast. #LittleIndia was trending within an hour on Twitter. Instagram has over 500 photos shared. Live footages taken from passerby and from HDB blocks overlooking the scene were uploaded to youtube very quickly. Facebook is flooded with comments and shares. There is no shortage of repeated shared content but not much reliable information.

2. Mainstream media like Channel News Asia has more accurate onsite reporting than social media. (not many pictures on social media are up close and personal). Having information up close and personal is always challenging; Photojournalist Jonathan Choo was chased by men at the scene who were angry he was taking photo of them. Mainstream media has more authority in reporting the latest situation than social media. Reporters and cameras were there in the early hours of the morning when most people were already sleeping.

3. Conversation: Most comments are emotional, speculative and personal on social media. There were many jokes, ridicule, blame-shifting and finger-pointing but few cordial discussions. People use this opportunity to make further appeal to the government. Lastly, most comments were rather idiotic. This proves conversation is fluid; most content is just conversation starters.

What’s unexpected:

1. Fast and Very Furious. Social Media is fast but not necessarily accurate sharing. There was sharing of death of policemen within social media sphere which was entirely untrue. Untrue reports can spark off more speculation and social judgment on some innocent communities. Social Media contributed very little to police investigation of the incident.

2. Leverage. Some people leverage on incident and popular hashtags for personal gain and exposure. Companies promoting their services, and some bloggers writing about the incident out of their normal area of interest. Irresponsible use of popular hashtags will hurt your brand in the future. If it happens once, it is just an isolated incident. If it happens twice, it may be a coincidence. If it happens thrice, it is a pattern of behaviour!

3. Most SPH papers didn’t or report very little on the incident. This may be true. However, Asiaone did have extensive coverage of the riot. Social Media present a more visual impact of the incident while mainstream media provided a better overview and analysis. There are 3 sides to every story: Your side. My Side. The Truth.

4. International press were very quick to report about Singapore’s riot. There was error reporting too and one of them may be on the way to suspension. Mass Media takes responsibility for their reporting; what about people on social media? Are we self-regulating enough not to talk about something we won’t want to take responsibility for?

What’s commendable:

1. Some Social Media influencers can be true journalists. Social media celebrities like Willy Foo with great personal branding has a social responsibility to offer balanced sharing so that fans can have an objective understanding of the incident. Willy did it very well here Post by Willy Foo – Photographer, Marketer, Technopreneur.

2. Quick government immediate response – The press conference was held by 1am (Good crisis management). 2 hours before that, some ministers were already appealing the public to remain calm. See this announcement.  It has a very personable tone from a minister.  Social Media should always be used to curb initial speculation. Social Media fire must always be put out by Social Media water.

3. Authenticity – Authentic sharing from people close to the stakeholders. Not many speak up for the troopers on the ground. This is made worse by many condescending remarks by many who were not even any way near the riot. Imagine the spouses and family members of those who stood in the line of fire literally. We need more voices like this wife of one of the troopers -

What we hope to see/hear more:

1. Account from policemen on the ground. I know this is not possible as there is always an official media person from the police. I also believe policemen are not allowed to discuss their work on personal platforms and blogs. If some day, we can see live pictures posted by police at work, it will curb many speculation. Social media should be used strategically by the authority to offer a balance view and update of the situation. If personal sharing is not permitted, how about using the SPF facebook page for minute by minute update?

2. The riot instigators’ side of the story. We heard from the victim but not from others. Everyone deserves to be heard. On a side note, many Voluntary Welfare Organisations (VWOs) which are helping the foreign workers are also speaking up for them. We want to hear their stories too.

3. More responsible sharing of facts and not the fun of seeing the first riot in 44 years. Are Singaporeans really social media savvy? We know the science of social media (posting, comments, sharing) but not the art of social media (be personable but not personal). Social Media is akin to a weapon, use it responsibly. Don’t just be a keyboard warrior; be a gate keeper of social cohesiveness.

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What Asia Authors ask about Social Media 247

Social Media 247-1186                 Original Posted on Asia Authors – http://asiaauthors.wordpress.com/2013/10/16/social-media-247/

Andrew Chow is the author of Social Media 247. As a speaker, he has delivered keynotes on social media strategies in conferences throughout Asia. He has won multiple business awards and accolades; Spirit of Enterprise Award in 2008, Successful Entrepreneur Award in 2010 and Spirit of Service award from Asia Professional Speakers (Singapore) in 2012.

Tell us Andrew, what motivated you to write this book?

An expert of any domain will have added authority once he becomes an author. Therefore, my prime motivation for publishing this book is a strategic move to position myself as an expert in social media. It provides extra leverage for me to open more doors of opportunities for speaking, training, panel discussion and even publicity.

How will your readers benefit from this book?

Social Media 247 is written progressively for different people with different social media knowledge. All 34 chapters are written in bite size volume, with 10 keynotes and several questions for reflection at the end of every chapter. It doubles as a quick reference guide to almost any other topic related to social media. The book is everything about strategies and solutions, and not so much on skills.

What strategy can make me more popular on social media?

The strategy that you can adopt to become more popular is the 3Cs of engagement.

  • The first C stands for Content; to create more interesting and insight content with the objective of getting more LIKES.
  • The next C stands for Conversation, and it’s all about managing conversations with the right etiquette. Here, the objective is to get more COMMENTS.
  • Finally, the third C stands for Community. You can build your network and increase your influence on social media by drawing people to build a community around you. The objective is to get more SHARES.

In your opinion, how will social media evolve over the next 5 to 10 years?

In the shorter term, say five years into the future, social media will impact our fundamental ways of accessing and creating information. It will eliminate middlemen and create new outsourcing opportunities. Commercially, buyers now have more power than sellers. And in 10 years’ time, social media will become a core skillset of many marketing professionals. This skillset will be a ‘must-have’ on every resume. For people who are active on social media, there will be less privacy; not only information, but the whereabouts of individuals and the situation they might be in can be accessed easily.

Where can I get a copy of Social Media 247?

This book is available in all major bookstores. It is also available for purchase at my blog. * Besides being known as the social media guru, Andrew is also an expert in public relations, branding, entrepreneurship and Enneagram Personality Profiling. Andrew’s consultancy work focuses on branding, marketing and human resources. 

Connect with Andrew on FacebookLinkedIn, Twitter, Pinterest, Instagram, QuoraYouTube and Slideshare.



From Dec 2013 to Feb 2014, if you purchase “Social Media 247″, you will get a FREE CD of Andrew’s Social Media Talk Show on Malaysia radio. It is full 80 minutes of 5 episodes:

  • Working with brand ambassadors
  • Managing negative comments
  • Identifying 9 Personalities
  • Extending your social influence
  • Recruiting the right candidate


Personal Word from Jacky Chua, the original author of this post:

Hello friends. I’m Jacky, the host for Coffee with Authors. Seriously, blogging had never crossed my mind and I have no idea what should I blog about. Then, it occurred to me that perhaps, I should blog in the area of my passion! I love to write, and this love for writing has taken me on a journey I least expected. Over the last three years, I have published three books. Becoming an author was something on my bucket list and now that I have accomplished that, I want to publish a book a year, for as many years as possible. As an author, I can relate to fellow authors fairly well. Therefore, I decided to dedicate this blog to all authors residing in Asia, and to find out what got them started, what kept them going, and what they envisioned as a published author. I hope that one day, you will also be inspired to start writing your story and share your expertise in the form of a published book. In the meantime, enjoy your stay and keep in touch.

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Facebook Disclaimer : An excellent template for usage/interaction policy from Spirit of Enterprise Group

This is one of the best usage/interaction policy statement any Facebook page owner or group owner can have within its description

https://www.facebook.com/groups/spiritofenterprise

SOE Facebook Disclaimer

You agree, through use of this Facebook page:

- That you will not post any material which is knowingly false and/or defamatory, inaccurate, abusive, vulgar, hateful, harassing, obscene, profane, sexually oriented, threatening, invasive of a person’s privacy, or which otherwise breaches any law;

- That advertisements, chain letters, pyramid schemes, and solicitations constitute inappropriate use of the forum. However, if you can offer expertise, guidance or information on given subjects, please do so, but do not offer this advice as an attempt to sell your own product or service. Any attempt to solicit customers may result in removal from this page.

- Given that posts appear in real-time, it is impossible for SOE to review a post before it becomes publicly readable. SOE cannot guarantee the accuracy, completeness, or usefulness of any post. SOE does actively monitor posts, but is not responsible for the content of posts. A post expresses the views of its author and does not represent the views of SOE and SOE shall not be liable for any postings.

- That you are solely responsible for the content of your post and you indemnify SOE in respect of any costs, expenses, losses, damages, or claims arising out of your use of this forum. SOE reserves the right to reveal your identity in the event of any complaint or legal action arising from any person posting a message. By contributing to this forum, you consent to your post being altered, edited, or adapted in any way SOE sees fit or removed without providing any reason.

- Any user who has an objection to a post is encouraged to contact the Facebook moderator, on secretariat@soe.org.sg. Please contact the moderator directly and not through Facebook itself.

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5 Golden Rules of Social Selling (Sharing) on Social Media

5 Golden Rules of Social Selling

 

 

 

 

 

 

 

 

 

How to use Social Media for Sharing (Social Selling) in Business?

  1. Create the right content. No one is keen on content on social media which can be found readily in other places. We need to create content which are concise, emotional and addictive. Duplicate it on different platforms in different format. Check out OCBC Bank – https://www.facebook.com/OCBCBank
  2. Manage the overall conversation. Speak authentically, Share freely, Admit mistakes readily, inspire other regularly, Add humor creatively. Be yourself. Be Personable, not being personal. Listen more than you Talk. Agree to disagree. Check out Healing Touch Singapore – https://www.facebook.com/healingtouchsg
  3. Develop your brand community. Identify your best brand advocate. Request them to practice the 4-step social media rituals. Like, Click, Comment and Share. (LCCS). Facebook evaluates fan pages based on the same criteria. Check out Starbucks – http://www.starbucks.com/blog
  4. Collaborate with other stakeholders. Get other business involves. Collaboration is the new competition. Collaboration is about leveraging on each other’s social influence and increase mindshare. Start looking for partners, vendors, distributors and sponsors on social media. Check out Eighteen Chefs – https://www.facebook.com/pages/Eighteen-Chefs/172058965025
  5. Install the appropriate control. There is a time and space for everything. If your platforms are created for specific purposes, a house rule is necessary. Anyone who is not following the house rules can have their comments deleted or censored by you. Check out Social Media 247 Book – https://www.facebook.com/SocialMedia247Book

Social Media will never become the ultimate replacement of any other Marketing strategies. It must be deployed alongside with all marketing mix. It is the thread that weaves every other effort by the company to reach out to more customers.

Author:

Andrew Chow is a Social Media & Public Relations Strategist, Certified Life Coach, Entrepreneur, Speaker and Author in Singapore. Andrew has spoken in many local and regional conferences to on Social Media Strategy, Media Management and Personal Branding, and Enneagram Personality.  His authentic presentation style made him a frequently sought-after keynote speaker. Graduated from Thames Valley University, Andrew is fondly called “ideasandrew” in all his social media connections. He has also founded several social networking portals with over 10,000 profiles.

He is the author of “Romancing the Media for Business”, “Social Media 247” and co-author of “88 Essential Secret for Achieving Greater Success at Work”. (andrew@andrewchow.sg)

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Social Media beyond 2013 (A peek into the future)

Ch 01 - Visual Map

Keynotes

1. Social media training and certification will be essential in the near future.

2. Social media professionals will require high social quotient and emotional quotient.

3. Social gaming will be the centre stage of social media.

4. Implementation of social media strategy and social media management will require a significant budget.

5. Social networking will be focusing on niche rather than mass in the future.

6. Social media strategy can be deployed in branding, marketing, publicity, and internal communication.

7. Social media success requires a change of mindset and a change of corporate culture.

8. If you are going for the global market, you need to be on the mobile platforms.

9. You have to surrender some control in the marketplace if you are embarking on social media as part of your business strategy.

Reflections
1. How can we manage the change in corporate culture to adopt social media as part of our business strategy?
2. Why are companies are not adopting social media widely at the moment?
3. How can social media help older generations to understand the Generation Z of today?
4. Who are those in our organisation whom we need to be on our team if our company is embarking on the social media journey?
5. If social media is not a fad, how can we encourage the older generations to embrace it?
6. Why is social media flourishing in the West and not yet picking up in the East?
7. What is the future of our company if social media is taken out of the equation?

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How to Manage Negative Comments on Social Media?

Social Media Crisis

Develop a response strategy map for conversation Management

For any business using social media for customer engagement, a response strategy map is a system of responses drawn up collectively by the entire organisation for implementation during engagement with their target audience on social media.

Broadly speaking, a response strategy focuses on the responses to any comments made by the public. It is an action map created so that everyone in the taskforce knows what to do, how to respond, who to activate during a crisis, and how to close the loop to manage the online conversation. It can be used for managing public relations and should be refined after every major media crisis.

Every company will have its individual response to inputs from users in the social media space. The template provided in this article can only serve as a guideline for your corporate response strategy.

Negative Comments

If you received something negative, always give priority to manage those who came from your fans. Negative feedback usually involves service quality, damaged product, customer service, delayed delivery, long unanswered phone calls to helpdesk, wrong billing, etc. Whatever the complaints may be, they usually involve at least one department. This is the reason why your page should have one representative from each department to look out for comments related to his department and relay those concerns to his department swiftly.

Close the loop as soon as possible by activating service recovery. It could be as basic as getting on the phone with the disgruntled fan who is a loyal customer. Or it could involve getting the after-sales department to send a replacement down to the fan’s house. Whatever it takes to make a loyal fan happy, do it and show it. It will be the most rewarding social media publicity you can have for your brand.

What happens if the comments came from someone who is not your fan? Verify the content of his complaint. If it is valid, resolve it quickly by clarifying and notifying the department or staff mentioned in the comments.

Be humble and do all due diligence to check on the validity of the complaint. If the complaint is not valid and you suspect the person may be out to create fear and confusion, you can choose to ignore those comments. You can even delete them after all the internal investigation is done. Censoring certain negative comments can be a house rule on your platform.

Do not engage in an open debate or discussion with anyone on your platform. Take it offline as much as possible. Remember that it is the end result you wish to show and not the process on how you arrive at the resolution.

If you are using the response strategy map as a tool to handle a crisis, there are two things to remember.

1. Social media will not help you much if you have not built any goodwill among your customers or the public. A response strategy map yields little results if you have suffered too much bad press or bad mouthing in the marketplace.  The map is just a tool. It is not a magic wand for creating instant goodwill.

2. Remember that any social media fire must be put out by social media water. A local company once held a dinner and dance with a specific theme. Their staff posted photographs of the event on Facebook which are seen as disparaging to a certain ethnic group. The photographs created an uproar on social media and it went viral and the local press picked up the story. The company’s PR issued a statement to state that it was done in pure fun. However, that somehow made it even worse and it evolved into a full blown discussion in the local newspaper’s forum. Thus, if the crisis began from social media, use social media to engage it, not public relations.

Negative comments are inevitable and are ever present on social media. The art of persuasion lies in using negative comments to explain your brand more intimately to the detractors. Whenever there are comments, there will be conversations.

Always remember that what is worse than negative comments is no comments at all. Think of your relationship more than just responses. Draw up your own response strategy map (sample below) using your experience, internal standard operating procedure, and staff feedback. This may be a work-in-progress in the first year of embarking on social media strategy.

Conclusion

Comments are conversational contribution from the online community. It is the right of everyone to share their thoughts; both positive and negative ones. All comments should be followed up appropriately to help the brand stay engaged with their customers.

Author:

Andrew Chow is a Social Media & Public Relations Strategist, Certified Life Coach, Entrepreneur, Speaker and Author in Singapore. Andrew has spoken in many local and regional conferences to on Social Media Strategy, Media Management and Personal Branding, and Enneagram Personality.  His authentic presentation style made him a frequently sought-after keynote speaker. Graduated from Thames Valley University, Andrew is fondly called “ideasandrew” in all his social media connections. He has also founded several social networking portals with over 10,000 profiles.

He is the author of “Romancing the Media for Business”, “Social Media 247” and co-author of “88 Essential Secret for Achieving Greater Success at Work”. (andrew@andrewchow.sg)

 

 

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Social Media 247 : Book Launch at National Library (Singapore) on 8 Nov, 2012 – 7pm

http://golibrary.nlb.gov.sg/Programmes/Business/44792/Book_Launch_on__Social_Media_247_.aspx

Book Launch on “Social Media 247” (pre order – www.social247media.com)
  • Social Media 247 is about taking social media management and development as a lifestyle, 24 hours a day, 7 days a week. Social media is increasingly used by both big and small businesses to help them create business success in areas like branding and crowd sourcing, networking and referral, sales and marketing, publicity and crisis management, and internal communication.
  • However, social media is not a one-size-fits-all business strategy. At the core of it, a change of business mindset is needed. It is a new way of operating your business socially. To generate great content, you need creativity. To engage in great conversations, you need continuity. And to build great community, you need good collaboration!

About the speaker

  • Andrew Chow is a social media & public relations strategist, certified life coach, entrepreneur, speaker, and author in Singapore. Andrew has spoken in many conferences to business leaders of South-east Asia and civil servants in the Middle East and North Africa regions.
  • His insights on social media strategy, media management, and personal branding have made him a choice selection for workshop leaders. His dynamic presentation style and thought leadership make him a frequently sought-after keynote speaker.
  • Graduated from Thames Valley University, Andrew is fondly called “ideasandrew” in all his social media connections. He has also founded several social networking portals with over 10,000 profiles. To date, he has done more than 250 personal interviews, features, and was quoted in more than 40 local and regional media.
  • This session is free however registration is required. So sign up now by clicking ‘Add to cart’ button above and enter your details in your ‘Shopping Cart’ or register via our eKiosks available at all libraries to reserve a seat.

 

Date: Thursday Nov 08, 2012
Time: 07:00 PM – 08:30 PM
Venue: Multi-Purpose Room in Central Public Library
Lang: English
Note: Registration is required without payment.
Fees: Free for 1 seat(s)
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Social Media 247 – Everything you need to know to leverage social media for business success

Trying to understand social media is like teenagers trying to understand love. Everyone is curious about falling in love but very few know the commitment attached to it.

This book is not about providing you with 247 proven social media tips for business success. Neither is it about revealing 247 social media applications from all the strategies discussed.

Social Media 247 is really about taking social media management and development as a lifestyle, 24 hours a day, seven days a week.

 

 

 

 

Social Media Fundamentals

1. A Peek Into the Future

2. Content is King

3. Conversation is Queen

4. Community is Everyone Else

Social Media Applications

5. Are You a Brand or Bland?

6. Let’s Get Professionally Social

7. Conversational Marketing

8. Social Media is the Real Public Relations

9. Customer Relations Management 2.0

10. Internal Communication Comes First

11. Seductive Sourcing and Talent Community

12. Corporate Social Responsibility Takes on a New Meaning

13. Retail Beyond the Four Walls

14. Social B2B versus Social B2C

15. Having MICE in Mind

Social Media Planning

16. What is Your Game Plan?

17. What is in Your Tool Box?

18. Don’t Get Ready, Be Ready

19. Are You Social Media Etiquette- and Ethics-proof?

20. The Most Challenging 24/7 Job

21. Outsourcing versus In-house

22. Corporate Social Media Policy

23. Which Ones are Right for Us?

24. Are You Web 2.0 Ready?

25. Content Management System

26. Keeping a Corporate Diary

Social Media Implementation

27. The C-level Executive Personal Branding

28. Social Brand Pitfalls

29. Managing Positive, Neutral, and Negative Comments

30. Bring the Social Networking to Your Corporate Portal.

31. Hiring Social Media Celebrities

Social Media Monitoring

32. What’s the Buzz?

33. Discover the Nine Different Personalities on Social Media

34. Social Media Key Performance Indicators

Epilogue

Bonus Chapters

1. The Age of SOLOMO

2. Show Me the Money and Loyalty

To order this online – www.social247media.com

Get an autographed copy from Andrew Chow

at special price of $25 before it reaches the book store in Singapore in middle Oct 2012

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