Translation Results Requested Through Conyac Made Public

So, that first part is just understanding how to engage, where, what platforms they are engaging on, and what the value of that is. We help them figure out what is driving that consumer behavior, and how to participate in those engagements, whether that is through a Foursquare special, incentives to check-ins for discounts, and so on. Once you start doing that, it also allows you to get a sense of the ROI from that marketing activity. For the first time, that social media activity is actually taking place at the point of sale. That's really what Social Media 2.0 affords for these types of brands, the ability to tie social activity to actual transactions.