So let's go back through this gathering process. It's a different gathering process than the one we were talking about earlier where we were talking about gathering press clips. But when you're trying to gather this list of these influencers, so you're just looking at a lot of Google searches. So you're essentially saying, "Okay, I'm looking at websites that review travel websites or websites where you can book travel," so you were typing in key words associated with that and just looking at the blogs that came up. Am I summarizing that right? Yeah, I mean, that's mostly true. I will say that we had a little bit of help because we were backed by a company that was already in the travel space and so they were also able to help us out by connecting us with some of their marketing teams and helping us get the list of blogs to reach out to you started. But yeah, I mean, getting back to it I think that it was very much going out and saying, "Travel, blog, hotels, accommodations, vacations, etc," and try and identify a shortlist of 2-300 and then cutting that down to say, "Okay, well these are the top ranked on Alexa, maybe we should try to go after these 10, and if we get one article we can pump a lot of traffic to that article and make that pretty effective for us." So once we realized that weak native advertising worked the way that it did, and we can say, "Hey, we're getting lots of great traffic from this one particular area. Maybe you only get 10,000 new visitors from that particular blog article, now you can take that 10,000 and turn into a 100,000 or several 100,000 by doing some native advertising. So that really was a game changer and made us even less reliant on how many blog articles were written about us. Yeah. So when you were assessing a blog, I think you mentioned Alexa as one tool, so you would simply just go to Alexa web and then type in the name of the website and just look at the stats. Was there anything else that you did or was that the first step? I think that was the first step. I think we were willing to especially at the very beginning to work with just about anybody that seemed established and had a good website and were putting out good content. So even that wouldn't necessarily stop us from working with somebody, because remember we were pushing a ton of traffic to these guys so it didn't matter if they were number one or number 100,000. But, yeah, I think we looked at that, we definitely looked at their social media accounts just to make sure that any of these guys were putting out the right type of information and do they have a following. Yeah, and I think you're ready. I think the bigger thing there is that they are a travel pony, so it's an objective opinion in some degree that a traditionalite isn't going to ever really have. So just the fact that they're there, they're human, they are not associated with the company, that's a huge advantage in and of itself even if their website isn't the best place to review using different types of travel tools to save money. So turning back to the native approach, when you would find a blogger that you were really interested in how would you contact them? Would you just send them an e-mail? We used a lot of different channels actually. I mean, I think a lot of times I'll have an e-mail address on the website and because they're writing so much and they're very invested in what they're building and so they're usually pretty responsive. But we have definitely reached out through some more non traditional ways via e-mail, excuse me, via social media networks as well so. Would you just be really straightforward with your ask? Would you say, "Hey, I want to give you a hotel or a couple nights at a hotel for free if you just review your experience on this thing?" I think some conversations were more scatter shot like that where it was just saying, "Hey, this is who we are, this is our value proposition, by the way if you're interested in reviewing our website we'd be happy to give you a credit to allow you to make a transaction where it's no cost to you." So it was like that, but a lot of times there was a lot of back and forth about what are the logistics of this, what are you expecting. There's a big ethical aspect about reviewing that you need to be careful about it, and so bloggers are very protective of their own brands. So you just want to be able to give them peace of mind and make sure that you're working on their terms as much as your terms. Yeah, and I mean, of course now influencers have very specific rates that they charge per post and the amount that they charge to do something like this, so I think that industry has formalize a little bit since what you guys were doing. Yeah, I think you're absolutely right about that and it should be. I think one of the things that we always would have our bloggers do is basically have a disclaimer at the top that just says, "Hey, we provided.'' Basically I got a free transaction to allow them to try this out, and just be very clear and open about that because look at the end of the day fake advertising can be a problem. I think we were so young and we wanted to make our our brand. We were very protective of our brand and a negative review or a negative response from a very influential person could be pretty poor for us. So thinking about this for the actual publisher, so for in this case, Lifehacker or if for a smaller blog this would be particularly more advantageous. You're actually driving traffic to their website for them for free. Yeah, that's right. It was just really interesting thing and what I think was the funniest was I believe it was called a luxury travel blog was the website and we hadn't incentivize them at all, they just wrote an article about us when they found out about us and and all of a sudden they reached out and they're like, "Man, our website traffic quadrupled this month, what's going on?" It's all to that one article so they knew that something was up. So he was very happy, the author of this particular article was extremely happy. So it's really a symbiotic relationship because not only are these new audience are they coming to our website afterwards but they're going and checking out all the other articles on these blogs as well and so it's really a win-win in most cases.
