It was the first time that Michael [Drew] and Andrea [Reindl] were teaching a person with my level of computer skill and understanding how to blog.

This has been difficult lately, not knowing what to do. And frustrating for my masters also, as they were challenged in how best to teach me. The one thing that became evident was that I have to become known in the social media world. There are great benefits in doing so.

The lesson or gem that I became aware of is that I needed to join a bunch of social networking groups.

The easiest way to do this is by using a site that such as ping.fm, that will get you signed up quickly and easily.  On that site, there are multiple other sites all inter-connected, so that if I put a message on the ping board, that message gets broadcast through all of the social media places that I join.  Easy!

My assignment for the month of December to join the sites and take notes.

So far, I have joined Facebook, Twitter, FriendFeed, Linked in, MySpace, Tumblr, and Plurk.  So, if you want to go and join those and add me as a friend, that would be wonderful.

Let me know when you join, or what you join.  Just think…a whole new batch of friends!

1. The first step to any sale is bonding. (When someone hands over a credit card is simply the end of a process that starts here.) So, share meaningful things and converse with those you want to sell to. It is what separates you from a used car salesman!

2. Don’t hide your business (see #5 here). One of the biggest challenges I see is that people don’t want to appear “too salesy” – so then they never mention that they are a coach, sell kids clothes, or are in business. The aren’t door-to-door customers for a reason. You have to let people know you have something to sell in order for them to buy.

3. Know when to take the conversation off of social media. At a certain point, you can tell when the relationship is warming up (it’s that moment when if you were meeting someone you know the moment is NOW to ask them for the number). Most often, the feeling of intimacy that social media creates does not replace real human interaction. Ask for their phone number.

4. Use Facebook events, Twitter hashtags and Ustream shows to promote your business. Put up an event to highlight a sale. Add a hashtag to your posts to create buzz. And, video shows are hands down the way I see people selling the most using new media. You always want to have a social media sales plan that incorporates these.

5. Follow up with those who have yet to buy and those who have already bought. If you go to someone’s page and thank them for their business, they will often comment on what a great service or product you provided. Then, all of their friends see that, along with their glowing recommendation. This is one of the most effective ways to sell through social media.

Soon Facebook hopes that you will not leave them to shop – that it will replace most websites and that you will buy things directly from there (if you’d like to get started now, here are some options), so selling on these sites is a skill you need to learn. Done well, I’ve seen people build six-figure businesses through social media.

Got questions? Please ask away below this (I love talking to you all)!

1. Networking groups: There are many Facebook “like” pages where people have assembled groups of people and welcome you to provide resources, insights, and substance (for instance http://www.facebook.com/Driven.DIVApreneurs). It is easy to be seen as an expert there, and then easier to get clients quickly (they already “know, like, and trust” you ~ as the saying goes).

2. Watch for people’s pain ~ then solve it. If you are a nutritionist, you can daily see people who are agonizing about how much they eat (especially this time of year). The same applies for many fields. Contact them (if the topic is vulnerable, do it via email).

3. Do web shows. Social media isn’t simply Facebook, Twitter, LinkedIn, etc. Go new media and utilize the intimacy of a web show. Vokle.com is a fabulous choice where you can even take video questions. We live in a world of social media because people value connection, transparency, and authenticity. A web show meets these needs in spades and if you’re trying to sell me anything that’s a service, seeing you interact on video makes it a much easier purchase for me.

4. Share people’s testimonials. If someone is thinking about hiring you, they will probably watch your social media (even if they’re not interacting with you). Our guard goes up if someone tells us how great they are; however, if a third person says something wonderful it’s easier for us to believe it. Testimonials often will be the thing that convince someone to purchase from you.

5. Provide opportunities to purchase. The biggest concern I hear is, “I don’t want to seem salesy.” In reality, you would never even know that many people have anything to sell based on their social media. Posting about your dog will not actually increase your sales. Posting “What a wonderful day I had coaching” or “We got so many holiday orders today I’m going to be up ‘til midnight filling them!” encourages sales.

Social media is social – and I don’t think that any of you would simply post your website on someone’s page as a way to sell. Honestly, I think that most of us don’t actually sell via social media because of fear. (If you were at the grocery store and someone asked you what you did for a living, you’d tell them, right? Same deal with social media. The fear of talking about what you do on Facebook, Twitter, etc., doesn’t serve you – nor does it serve the people who need you.)

So, I challenge you to post something that would let someone purchase from you through social media today and let me know how it goes. Feel free to even post a link to your page so we can all go support you (which by getting you into the Top News feed will also help your sales)!

Here’s the thing, it brings up the question ‘How real is too real?’.  How much do you share with people you only kind of know (or don’t know at all)?  How much is too much?  How do you evaluate what may or may not be too much?

Each of us must answer the above questions for ourselves.  Wether you like it or not, transparency is really no longer an option. Things like social networks and social media have made it easy to find information for just about anyone. Reality is, we have to consciously decide what information about ourselves we’ll be putting out online.

Gretchen Rubin of ‘The Happiness Project’ has some standards that she keeps as part of her checklist before she posts something.

•           Am I being funny?

•           Am I giving interesting information from science, history, literature, etc.?

•           Am I revealing my character?

•           Am I telling stories?

•           Am I showing what it’s like to live in New York City?

•           Am I linking to other bloggers?

•           Am I comfortable with my parents reading this? (I never work blue.)

•           Am I criticizing anyone except myself?

Facebook and other social media were not something that I was automatically comfortable with.  It took me some time.  Honestly, I’m still not sure where my line is. How much information I really want out on the big world wide web about me and my personal life.  I think a checklist is a great starting point to gauge what I want to post.

Below is a video that shows some of the details about social media, the web and how things are changing.  While you watch it pay close attention to the words and what’s being said. What do you think?  Have you thought about it?  Have you really put conscious thought into what kind of personal information you want exposed?  I would love to know where you stand, might help me come to some of my own conclusions

With social media, the key to success is outlining a strategy that takes into account the amount of time you can realistically dedicate each day to your online marketing efforts, and to be consistent.  People have a tendency to get online at random times and start clicking away. Then something mysterious happens in the “space-time continuum” and all of a sudden two hours go by and they have nothing to show for it!  Here’s how to avoid falling victim to that trap . . . have a plan and work it! Write up a plan for how often you will work your social media and for how long.

Sit down and map out a weekly schedule that outlines specific days and times during which you will spend developing your social media strategy. Figure out what’s realistic and what makes sense for your company and go from there. For example, you might schedule yourself simply to post one update at 9 a.m., one at 1 p.m., and one at 5 p.m. daily, and then dedicate 10 minutes to responding to comments and direct messages at 10 a.m. and 3 p.m. Mondays and Wednesdays.  On Tuesdays and Thursdays, you might then dedicate 10 minutes at 10 a.m. and 10 minutes at 3 p.m. to re-tweeting people’s comments that you find valuable and also thanking people for mentioning you or for re-tweeting your posts. This is just an example, but you should definitely take the time to devise a social media strategy along these lines that specifically makes sense for you.

Leverage your time! Be sure to utilize the various tools currently available that are designed specifically to save you time in your social media efforts. For example, sites like http://ping.fm, www.seesmic.com, and www.tweetdeck.com are designed to send your social media updates to multiple social networking sites, including Twitter and Facebook, with one click.

Some sites even allow you to link multiple Facebook and Twitter accounts (if you have more than one) to one desktop application where you can post updates to all sites as well as view and respond to your friends’ posts on those sites and keep a log of all your past posts. This means no more logging into multiple social networking sites . . .  you can manage all your social networking accounts from one place!

Also, there are sites such as www.cotweet.com where you can schedule updates in advance so your updates will be posting even while you’re not online. With all the traveling I do, this is a tool that I’ve personally found to be very useful.

Once you have your strategy in place, you will no doubt be anxious to start seeing a return on your online networking investment and it’s very important to remember one thing: Networking, whether online or face-to-face, is more about farming than it is about hunting.  It’s about cultivating relationships with people. The bottom line is – it takes time. It is about building the credibility of your brand. That doesn’t happen overnight.

Return on Investment (ROI) is directly correlated to either:

1.     Dollars spent (online paid marketing), or

2.     Time and/or effort spent – in saturating and building strong profiles on whatever social media channels are deemed effective for the brand (including blogging).

Don’t forget that some businesses will benefit much more from spending more effort on “niche” networks that may have less traffic, but that are more targeted to the brand’s ultimate consumer.

If your network is a mile wide and an inch deep it will not be successful. It is important that you create a network that is both wide and deep. You do this by being visible and engaging in the conversation. Over time, this gives you credibility that leads to building your brand and your sales and that will ultimately give you the biggest ROI for your online marketing efforts.

Most of what I’ve discussed so far has focused on what you should do in order to carry out an effective and profitable social media campaign for your business. But there are also some things you should be sure to avoid in order to be successful.

Below are the top five common mistakes that businesses make when it comes to social media networking—avoid all of these:

1.     Spending too much time on sites you enjoy and not fully evaluating whether those particular sites are the most effective ones for your efforts.

2.     Going onto a site for “work” and then running down rabbit holes getting distracted by friends who may have posted something interesting or something that requires a response.

3.     Not being able to properly define when it is more cost-effective to delegate certain social media responsibilities to someone else to handle.

4.     Setting up a blog, Facebook, LinkedIn, or Twitter page and then not keeping it populated – consistency and fresh content are key.

5.     Forgetting that social media is about engaging in the conversation and not just about selling.

Called the “father of modern networking” by CNN, Dr. Ivan Misner is a New York Times bestselling author.  He is the Founder and Chairman of BNI, the world’s largest business networking organization.  His newest book, Networking Like a Pro, can be viewed at www.IvanMisner.com.  Dr. Misner is also the Sr. Partner for the Referral Institute, an international referral training company.

This leaves you with a rather big question: How do you justify web analytics and usability, and what role does each play in the conversion equation?

Measuring Oranges and Apples
Although both attempt to measure a site’s ability to convert, web analytics and usability testing actually measure two entirely distinct aspects of a site.

Web analytics measure visitor intent and persuasive momentum, as well as the site’s ability to move visitors through a conversion scenario. Usability examines the site’s interface and process barriers that keep visitors from accomplishing a conversion task. Usability is:

The ability to effectively implement knowledge concerning the human-computer interface to remove any obstacles impeding the experience and process of online interactions.

Usability Tests Do Only So Much
Well-known online usability expert Jakob Neilson points out in his newsletter:

One downside of users’ [participants'] tendency to engage strongly is that they sometimes work harder on tasks in a test session than they would at home. If the user says, “I would stop here,” you can bet that they’d probably stop a few screens earlier if they weren’t being tested.

A usability test can’t measure two key factors in the conversion process: persuasive momentum and individual motivation. A visitor’s willingness to click through to a site and participate in its conversion processes is directly tied to her intent and motivations and the relevance of the product or service to her needs.

We’ve all endured poorly executed sites or shopping experiences because we felt it was the only way to meet our needs. We’ve also bailed out of sites because we just didn’t have a high enough intent to purchase or were aware of an easier-to-use site.

In usability tests, respondents can’t fake a visitor’s real-time persuasive momentum, but they can indicate how well the site may be doing in allowing visitors to complete a task.

Combine Apples and Oranges for a Clearer Picture
According to Neilson, “In usability studies, participants easily pretend that the scenario is real and that they’re really using the design.” However, it’s much harder for participants to fake a need they don’t have. If you disliked pungent cheese and were asked to shop for the best Roquefort, could you simulate the actions a true cheese lover would take?

Web analytics, on the other hand, track actual actions taken on your site from very large sample groups. They provide a true measure of activity and persuasive momentum.

Couple usability testing with web analytics for a more holistic picture of what is (or isn’t) happening on your site.
Web analytics provide the most accurate and objective measure of how individuals interact with a site. Usability studies provide insight into what’s happening in particular instances.

Who, What, Where?
Generally speaking, use web analytics to determine where to make site changes and usability tests to determine what to test.

A usability test reveals users have a problem on page 2 of a checkout process, while analytics reveal a much higher drop-off on page 3. On further investigation, we determined the following:

• On this site, there was a high intent to purchase (indicated by a very short path from the home page to the shopping cart page). Even though visitors weren’t completing checkout, they were willing to go one step further than usability testers.
• Usability testers discovered some unmet customer expectations in the process. Users were looking for certain elements, possibly clicking as far as page 3 to find them. When they didn’t find them, they abandoned the site.

In another case, we evaluated a mass merchant’s website during a conversion assessment. One category page was losing almost 92 percent of visitors. No usability test could have found or solved the problem if analytics hadn’t indicated there was a problem in the first place. The solution required swapping one image. Result? A daily increase of tens of thousands of dollars in revenue. The return on investment (ROI) is the result of taking action on the assessment.

Usability Testing Tips
Start respondents at whatever drives your traffic (e.g., a search engine) rather than at your site. You’ll glean data other usability testers might ignore. You can gauge testers’ first impression of your site relative to other choices, a situation much closer to real life. You may even find visitors have a hard time getting past an entry page or even the search engine results page.

Usability testing needn’t cost a fortune. Morae is a usability lab on CD-ROM; it’s revolutionized our approach to usability testing.

An Explosive, One-Two Optimization Punch
Visitors don’t make decisions in a vacuum. They participate in multiple conversion scenarios, whether you plan them or not. They move through your site in the context of those scenarios, and their decisions are affected.

Usability tests can show where technology or interfaces can stand improvement, but only web analytics can measure how well a site addresses a visitor’s needs.

Using both web analytics and usability testing correctly makes for an explosive, one-two optimization punch.

Before the dot-com implosion, we were a small, lonely voice shouting about conversion rates from every rooftop we could climb up. Back then, few seemed interested in submitting themselves to conversion rate accountability. We knew sooner or later the piper would show up and demand payment.

Now, conversion rate optimization is almost mainstream. Welcome to the conversion rate ballgame.

A Low-Scoring Game

Depending on whom you ask, average conversion rates are between 2 and 4 percent.

By today’s standards, you get bragging rights and the full dose of hero treatment if you can maintain a conversion rate of 5 percent or above. You have deity-like status if your conversion rate approaches double digits. The world’s finest players sport double-digit conversion rates of somewhere around 12-14 percent.

Of course, I’m referencing top-line conversion: The number of visitors who take the macro action you want them to divided by the total number of all site visitors.

A double-digit conversion rate seems unimaginable to some, but experience demonstrates it’s certainly possible. We’ve seen it happen time and again.

Of course, it takes a lot of work.

88 Percent Still Don’t Convert

Even with an awe-inspiring 12 percent conversion rate, it’s a little painful to consider that 88 percent of visitors still don’t convert. That’s quite a mound of traffic. But it’s understandable why many feel content with these conversion rates. Even when a dismal 2 percent conversion rate is elevated to 4 percent, that constitutes a 100 percent increase. This usually leads to profitability. One hundred percent growth tends to make people fat and happy.

That’s one reason why the conversion rate game is only played on a portion of the playing field. Most sites optimize and test paths leading from the home page to the shopping cart (or lead-generation form). Many have milked their Web analytics dry and can only squeeze out another few drops of conversion here and there. Others have A/B tested everything they can think of, with only incremental improvements. Still others see so many opportunities, they don’t know how or where to start or, more important, how to manage multiple conversion paths.

If conversion rate optimization were a football game, most teams have been trying to get to the end zone only with a simple, straight-up-the-middle running play offense. No wonder they can’t move the conversion football more than a few yards at a time!

Put the Ball in the Air

If all your visitors were exactly the same in personality, product need, and buying preference, you could use this simple conversion strategy and theoretically achieve as close to a 100 percent conversion rate as possible.

Current conversion rate optimization deals with and measures what is. It can tell you what’s going wrong, and where. In some cases, it can indicate why things happen on your site. But you must also take into account what could be.

Take a more inclusive, holistic approach to converting more visitors. In other words, instead of trying to drag a 12 percent conversion rate, kicking and screaming, up to 13 or 14 percent, put the ball in the air and aim to convert all your potential customers.

Even if your site is among the best performing, 88 percent refuse to tread down the same, tired conversion path you’ve been optimizing for a year or two. If that path were the one they wanted to click through, don’t you think they would have by now?

Persuasion Vs. Basic Optimization

Clicks are people. Each has different needs, capabilities, preferences, and expectations.
The same conversion goal, or a singular conversion path, for everyone is foolproof recipe for mediocrity in site performance. Instead, use scenario design to help create, define, and measure more effective conversion paths.

Different visitors are in different stages of the buying cycle. They need different volumes and types of information. Does your site account for these variances? Do you even have the answers and information each type of visitor may seek?

Some visitors have drastically different motivations for buying. Have you addressed each motivation in your copy and trigger words?

Some visitors require multiple visits before they’re ready to convert. Have you planned proper first, second, and beyond visit conversion scenarios and strategies for them?

Have you sorted out the types of hyperlinks you should include on pages? Do your point-of-resolution links create resolving doors for point-of-action links?

Then, there’s audience segmentation. Visitors enter your site from several channels, carrying different expectations based on the channel that got them there. Have you planned appropriate paths (not just landing pages) for those who enter your site organically? For those who enter from banner ads, email, or media campaigns?

Many companies establish conversion funnels for measuring performance for these channels but put little thought into how a conversion path may need to be planned differently based on context. In such cases, scenario design will rationalize all on- and offline sales efforts into a seamless whole, consistently relevant across all channels.

Persuasion isn’t site-wide. It applies to outside elements, such as pay-per-click (PPC) ads, email, banners, and offline collateral. Explore every possible question or issue. Architect those persuasive paths to a close.

Using Web analytics and A/B testing exclusively for conversion rate optimization is better than doing nothing. But it’s still entry-level persuasion.

I hope this column stirs more questions than answers and you begin thinking more about possibilities you may be missing.

Media List

Your media list includes the names of those who will receive a copy of the sale version of the book. It will include those who received review copies of your book plus national media outlets and local media in your area, the areas you plan to visit, and those where you have special contacts.

To find sources, go to the library and leaf through Cision’s publications, such as Cision’s MediaSource. Although you can pay for the same information on the Internet, at libraries, it’s free. However, the information may be dated because media people move frequently. Your best bet is to do your initial research at the library and collect a bunch of names and contact information. Then call or check websites to verify what you found and to get the most current information.

Also check the Harrison guides, Radio-TV Interview Report for national broadcast media information. Call media outlets and ask who you should send your material to. Try to get an actual person’s name, not simply an e-mail address to “info@.”

Internet Marketing

When people hear about you or your book, they go to the Internet to get more information. They Google you, read about you, and visit your Web site; they look for your book on Amazon.com. So, as an author, it’s essential to have a strong Internet presence.

1. The first step in your Internet marketing plan is to put up a memorable website, a site that people love to visit and will tell others about. You website must be great-looking and reflective of the impression you want to convey. For example, you may want it to appear authoritative, lighthearted, elegant, colorful, hip, scholarly, or goofy. Or it could have a theme related to your book or your area of expertise. Your site must also be up-to-date and easy and intuitive to use, and all links must work.
2. Register your site with all the major search engines under your name, your book’s name, and every conceivable variation of them. That way, when people misspell your name and don’t get your book’s title exactly right, they will still get to your site.
3. Include in your website everything that’s in your media kit. Your site should allow visitors to read a sample chapter, order your book, enter into exchanges with you, and view your upcoming events and appearances. It should link to other complementary sites and to your strategic partners. Your site must have a press room with the latest articles on you and your book.
4. In addition to your site, you can start your own blog, newsletter, or e-zine.

Numerous firms such as FSBAssociates.com (Fauzia Burke) and PromoteABookmedia.com can be hired to handle your Internet book-marketing campaigns. These firms can be invaluable because they know all the components that can be included in your campaign. They can create an Internet campaign that may include creating a website for the book, sending your book to relevant websites, and sending it to blogs. These firms have lists of Internet book reviewers; will syndicate your content on the Web; or will set up chats, downloads, newsgroups, and mailing lists.

In cyberspace, podcasting seems to be the next frontier. Podcasting is making material from your book available on iPods. Audiobooks can now be downloaded onto iPods and soon, experts predict, so will interviews, articles, and excerpts of your book. From your website, people could download a chapter of your book and then buy the rest if they like it. In the process, you’re capturing their name and e-mail address, which you can use in the future.

A subspecies of Internet marketing is the Internet blast or Amazon blast. Essentially, Internet blasts are when you send targeted e-mail to everyone on your list, and to everyone on your friends’ and associates’ lists, and to lists you buy. In the e-mail, you ask the recipients to buy your book on a certain date and even at a specified time on that date. You also can offer them incentives to buy your book at the specified time.

Internet booksellers such as Amazon.com and Barnes & Noble.com track their online sales on an hourly basis. Therefore, when they make a large number of online sales on a given day or hour, it can make the book a bestseller on their list. Even if a book is a bestseller for only an hour, it is a legitimate bestseller and authors and publishers can truthfully and forever refer to the book as a bestseller. Bestseller status increases the author’s profile and can generate more publicity, which usually translates into higher book sales.

Newspaper and Radio Releases

You can write feature articles, or articles can be written under your byline, that will be sent to over 10,000 newspapers across the nation. Similarly, radio features also can be written and sent to hundreds of radio stations nationwide.

Services including North American Precis Syndicate (NAPS) and News USA will write, produce, and distribute these features. They can put the cover of your book on them, link them to your website, and distribute them to news outlets. Feature articles can be produced as professional-looking two-column articles that newspapers will pick up and use without change.

Similarly, radio features can be produced and sent to radio stations throughout North America. They can write scripts and record an interview that will be sent to hundreds of stations. Through these services, your message about your book can be delivered widely without your constantly having to give interviews.

Although independent companies specialize in producing and distributing radio features, those of us who are book publicists, as a part of our jobs, supervise and work closely with these firms. We know from long experience the companies that we can trust to deliver the best results. We also review the content of articles and scripts, provide editorial input, and make sure that services cover all essential points. Then we coordinate their release and distribution with the rest of your book campaign. Since we work with these services so often, we get a special price, which we pass on to our clients. So, it’s usually cheaper for you to go through us than to deal directly with radio feature distribution services.

Newspaper and radio feature services also give PR firms that specialize in publicizing books discount prices, which many pass on to their clients. So it is often more cost effective and efficient for authors to go through their publicists than to do all the work involved to write and distribute these features.

Media Training

Many of us are petrified of publicly speaking or being interviewed. We wish that we could speak as smoothly, effortlessly, and articulately as all those people we see on television.

Well, surprise, surprise—all those accomplished speakers you see and hear are either trained actors or they have gone through extensive media training. If you hope to publicize your book, media training is essential. Good publicists won’t allow their clients to appear before the media until they’ve had media training.

There isn’t much to say about YouTube that hasn’t already been said, but it would be careless to exclude this mammoth of social media from our series. And “mammoth” is no exaggeration: YouTube is big, hairy, and, er, tusk-wielding. Well, at least it’s the first of those three, unless we were to explore some extended metaphor. Get this: YouTube has the eighth largest audience on the Internet, pulling in 55 million unique visitors each month, according to Nielsen/Net Ratings. Read: YouTube’s no fad. Google doesn’t pay $1.65 billion for fads. And fads don’t hold this much book marketing and publicity potential.

So, what exactly does YouTube—or at least the technology it employs—mean for book publishing? Well, duh, book trailers for one. (But that’s not all. More later.) In an interview with Publishers Weekly blogger Barbara Vey, Sheila Clover English, CEO of book trailer producer Circle of Seven Production, said she “expect[s] to see book video become a main element in most authors’ marketing campaigns.” Whether trailers become the “main” element remains to be seen, but there’s little doubt that online marketing and publicity efforts—including YouTube and other social media—will become standard in book launches.

This year Simon & Schuster partnered with the New York Film Academy to create the “Reel Reads Book Sizzle Contest,” in which 400 students were invited to create a three minute trailer for one of S&S’s titles. The contest itself hasn’t much to do with YouTube, but another S&S project does: BookVideosTV. BookVideosTV is a channel on YouTube that exhibits book marketing and publicity possibilities other than book trailers. It features author profiles and even some behind-the-scene looks at the book in the developmental stage. It’s like VH1’s “Behind the Music,” but twice as sordid! (No, not really. Not at all.)

So, bottom line, YouTube can be way more than just trailers for books. Even Oprah and Harpo Studios announced this month the launch of the “Oprah on YouTube” channel. Neither the press release nor Oprah’s welcome video mentioned Oprah’s Book Club specifically, but who knows? Perhaps the juggernaut that is Oprah’s Book Club will eventually find a second home on YouTube.

Looking to speak directly to readers? Look no further than BookwrapCentral.com.

Bookwrap Central features interview clips called Bookwraps, in which authors talk about their books, themselves, and other relevant and entertaining topics. Each Bookwrap feature may also include supporting information such as a sample chapter, a synopsis, review quotes, an author biography, and a link to purchase the book. You can also host a Bookwrap on your own website and email it to everyone you know. A Bookwrap may be just the tool you need to let readers get to know you.