Now, this is one of my favorite kinds of influences, these are the experts. In fact, this particular expert is Avinash Kaushik who I've known for boy, 15 years now. I knew him when he worked at Into It. He is now the digital evangelist at Google. He wrote a book called Web Analytics an hour a day and then suggested to his publisher that they contact me so I could write YouTube and video marketing an hour a day. I owe a lot of insights to Avinash. We're going to share some of those when we get to measurement. But what does an expert think? Well, I wrote a textbook on my subject and you know what? He did. They do, they're experts. They put in a lot of do's to get where they are. So, how do you engage these folks? Well, guess what? Bring them on in, tap into that expertise. Say, you know what? We'd like your feedback in advance because you're an expert. We care what you think. And by the way, you can stay focused on their specific areas of interest. So, I understand that Avinash in addition to being interested in Web Analytics also has developed really passion around machine learning lately, that's a key issue. So, keep track, understand what they're looking at. And so, when you bring them in you can basically ask them to help you produce content. To add their expertise and insights to what you're doing, sometimes they'll even write it for you. It depends on your relationship. Nevertheless, experts are a key form, a key type of influencer. You're going to see them, meet them, you just need to engage them very differently. The next category of influencer are industry insiders, or as I have it here, just insiders. And occasionally, you can engage them in a healthy debate. Now, what makes the industry insider tech? Basically, they are respected authority, so they're like authorities but they have an agenda. They basically are working for a company or a brand and they have a point of view, recognize that. And recognize that there are times where you can engage them in a friendly debate, but never ever try to show them up in front of their home audience. Recognize that they've got to defend their place in their own organization. So, you're going to engage them, that's fine, you can sometimes disagree with them. But you know what? Never pick a fight in a place that basically it's their form. An example I want to give you here is Susan Wojcicki who is the CEO of YouTube. When she got that title I wrote a column that basically said, "Welcome to the job here, let me give you some free advice." And I always trying to be constructive. Here's what I think based on my observations, and it took a long time before the relationship warmed up to the point where I could get a selfie with her at an industry conference, because you know what? I may have been picking a fight with an insider in the wrong place. Just saying, be careful, but if you can get these folks working with you, they are incredibly influential. And you know what? That can be very, very helpful depending on what campaign you're engaged in.