 We're going to talk about social media. And I was visiting one of the universities when we sat down in the rector's office. And I said, I'm going to talk about things like Facebook and Twitter. And of course, everybody started laughing. I was like, gosh, why are you talking about that? So I'm not going to talk about social media in general. I'm going to talk about the application of social media and social media marketing for business and how it helps us in business. I'm responsible, by the way, for our Worldwide University program, our social media strategy, our standards program, and some other things. That's why they call me community marketing, because they don't know what else to give a title to. It all builds community somehow. You're probably familiar with Synopsis, one and a half billion dollar corporation. The leader in our industry had cornered in that view. And we have offices all around the world. Obviously, we have an extremely important area here in the Synopsis Armenian Education Department. It's headed by, I was getting a weekend here with my dad. What your department has done for Armenia has been remarkable. It's all I can say, just remarkable. And it's being applied. The resources that come from here in Armenia are being used in universities all around the world to build the education systems of those engineers as well. So I want to give you my personal thank you for all your efforts over the years. It's really amazing. Okay, so let's talk about social media. You probably aren't surprised to know that Facebook has over a billion active users. Who's on Facebook? I should say, who will admit they're on Facebook? Twitter has over 140 million active users. And people on Twitter are producing three million tweets every single day. And I'm sure that number's bigger even now. So who uses Twitter? Yeah, Twitter is a very strange thing. It's really, really strange. And either you like it or you don't. And I happen to really like it, but it is a bizarre way of communicating and it's not going away. When I first started using Twitter, people would send me articles all the time. Twitter's dead. Nobody's gonna use Twitter. Twitter is worthless. Now they send me. Twitter is useful. People are using Twitter. Twitter is growing. So anyway, I do enjoy using Twitter. What I found interesting, I learned this a few years ago, YouTube has become the second largest search engine over Google. So people go to Google for text and they go to YouTube for video information. And Facebook now tops Google for online traffic each week. So more people are on Facebook each week per time, unit of time than they are on Google, which is interesting. So people are really living more and more online. LinkedIn is really important, especially in the engineering community. Engineers feel comfortable with LinkedIn. It doesn't seem weird. It doesn't seem weird like Facebook or really weird like Twitter. They say, LinkedIn, okay, I understand LinkedIn. I put my resume, I connect with other people. So LinkedIn is very well accepted and practically all of our employees have a profile on LinkedIn. Do you all have LinkedIn profiles by now? I'm glad because it's really important. Employers these days, the first place they look is on LinkedIn to find out about you. They'll see your resumes, they'll see your connections. LinkedIn recently added something called endorsements, which I think is worthless because I have thousands of connections in the industry and everybody's like, I endorse her, I endorse her. It doesn't really mean anything anymore as much as a personal paragraph from someone that says this person worked with me and here's what they can do. So maybe people will like endorsements, but personally I think it's kind of a waste of money. Okay, so let me show you some examples of how other companies are successfully using social media. Up in the upper left is Intel's Facebook page. Intel has 13 million fans on Facebook, which is pretty amazing. The lower right is Cisco, they have 300,000 fans on Facebook of Cisco. And if you go there and you look, you can see that what these companies are doing is becoming more authentic. They're more like real people. They're not advertising and they're not forcing things in your face. More so they're trying to engage with their audience and the people who like them. Here's Altaira. And I think this picture is really creepy and scary because that person has all these tools sticking out of their head. It's really an awful image, but they're still very successful. They have many followers on Twitter and they have over 100,000 views of their YouTube videos. So Altaira is an example of a small company that's been using social media very, very effectively. So let me talk about how this helps business because people say it's nice to talk to your friends and it's nice to watch videos on YouTube, but what does that really mean for a company? So we are looking at social media as the biggest shift since the Industrial Revolution. The way that people communicate is turn on its side. Some of the statistics up here that you see, three and a half billion pieces of content are posted each week on Facebook. That's a huge amount of content. All of the people using the various networks, the numbers are often in kind of mind, astonishing mind-blowing. 96% of all young people between the ages 18 and 35 are on some type of a social network. And I saw the pictures of these little guys down here. They're probably sitting here sending messages to each other or they're sitting next to each other. They're not even looking at each other, but yeah. But so there's this huge shift that's occurring and companies are recognizing that. How can we make use of this? Here's some more statistics that are interesting. A third of the bloggers out there talk about products and services from companies. So these are independent people just writing their opinion out there and people are listening to them and seeing what they have to say. 80% of tweets are done on mobile devices. So imagine what this means if a customer has bad experience. So if you're at a restaurant, you can immediately say this restaurant has terrible food or if you're using a synopsis design compiler you can put on Twitter. This is really a great tool. We've gotten both on Twitter, by the way. We've gotten synopsis tools are terrible and we've gotten synopsis tools are great. But what's interesting, I'll tell a story about a Twitter experience. A gentleman from Berkeley who does research with us put on Twitter, those synopsis people in the operations department are terrible. They treat me really badly and I'm doing all this research. Why don't I get better respect? And we saw that because we watched Twitter every single day and went, uh-oh, somebody's not happy and he just told the whole world. So we contacted him and said, what's the problem? And he explained it. We fixed it. We gave him some extra tools that he didn't have. He turned around the next day and posted, I got the greatest service from Synopsis and I'm really appreciated and they listened to me on Twitter. Thank you very much. So we took a bad customer experience and turned it into a good one. Companies who pretend that that's not happening, I'm not looking, I'm not using social media. Therefore, people aren't talking about me. Those companies are making big mistakes because people are talking about you and they're talking about your brand and you need to listen and then be able to respond appropriately. And you don't say to someone who says synopsis tools are terrible. You don't put on Twitter, yes we are. We're great. You actually have to engage in a transparent and an authentic way to understand your customer's concerns and address them. So we see all these kinds of statistics and we say we have to participate as a company. Let me show you, these are two advanced diagrams using social media for business. This comes from the Communications Executive Council and they are very advanced. We rely on them very heavily. So the model on the right is called a hierarchical approaching. You'll see the company is in the middle and the company is sending information and messages out to different channels to reach the right people. So they'll send proper information to their customers which helps them sell their products, help the company sell it there in the center. However, a more advanced model of social network for business is what's called the network approach. The person in the middle is your customer. They're the stakeholder, not you. You, the company, are off to the side and you're providing information to that customer, that stakeholder. But that person is then telling their friends and their colleagues and their managers and their associates. I like this, I don't like this. Here's how this works, here's what doesn't happen. And in that networked approach, what the person in the middle is doing is helping other customers buy. So you'll make your decisions on what you wanna buy based on what your trusted colleagues say, not what the company says. So if the company's out there saying my product is great, it's great, it's great, that means nothing to people these days. If someone you trust says that product is great, you're very much more likely to believe them. Advertising holds very little value anymore in light of what people are able to communicate to each other. Most companies are just beginning with the model on the left. There are very few that use the model on the right. What do you do, what do you do? Do you advertise others? What do you do, what do you do? For example, how much do you ask people about the product? How much do you say I love the product? How much do you say I love the product? What do you do? What do you say I love the product? I'm not interested in this product. So, I'll give you an example. Let's say that I just met you and I need a new watch because I've lost my watch or my watch is broken. And I notice the watch on your wrist is very attractive. And I say, what brand? Oh. You have mommy, they have this comment and it's more there. You can't do much. They want to make you do this. I love the business for the company and for us to make this product because of the different resources and the business of the text from past five texts. This is not a product, but this is European. Wait. It's not European. Which is used to be useless? Or is it European? Is it European? Is it European? Ask the social provider or is it European? I'm sure I can find lots of time to work with people. It's very useful. Right. And if your opinion isn't useful, I'll go ask someone else's opinion because I value other people's opinions. I'm much more value other people's opinions than an advertisement I see on TV. Because what I see on TV is artificial. They make pictures of products that don't look like that. If you see a picture of McDonald's hamburger, those do not look like that on television in real life. So anyway, the whole idea is that people are trusting each other's opinions more than they're trusting the advertisement. It's a changing mindset. It's strange to get used to. So why would a company like Synopsys? We're in high tech. We don't sell Coca-Cola. We don't sell shoes. We sell very, very sophisticated, very expensive software. Why on earth would we even use social media? So the model that I developed was, up in the upper left, you'll see the adoption of 14 nanometers center for technology. So right now, 14 nanometers is not production. It's not widely used. Most people do not design semiconductors at 14 nanometers. However, Synopsys stays right there at the leading edge. As it's emerging, we study it, we understand it, we promote it, we help develop it. In the same way, we want to stay ahead of the marketing technology, which is social media. So sure, most engineers do not use social networking to help design chips. And they don't support each other when they have questions. However, someday they will, especially if the younger generation of engineers comes along and that this is natural. This is how I communicate on Facebook. This is how I communicate. So Synopsys wants to be there, able to communicate with the engineers and customers before. So we want to remain the leadership aspect that we have in social media as well. So here's a mathematical equation of your credibility. Are you believable? Are you honest? Combined with the community that you interact with, that's what equals engagement. So if I had something important to say about low power design and all of the people here are talking about how Synopsys has low power design in the community, then we're all engaged and we can help each other to the next level. Engineers are smart and everybody's seeing the trend. So eventually, engineers will become leaders. OK, I mentioned conversations aren't happening online about us right now. Or we can listen. We decided to listen and we've learned a whole lot about what people are saying about us. We have new channels now for reaching our customers. In the past, we didn't have the ability to do a video demo. Here's how you run our software. This is an amazing way to communicate with people. We did not have a way to show on Facebook photos of our employees reaching out to the community to show that we are socially responsible. We never had the ability to show all of our customers and everybody in the world are the tree planting ceremonies in our media that we do every year. So these are channels that we really can connect better with our customers. Of course, there are current and potential customers that are out there. This term, earth media, is very important. So today, you can call up a newspaper reporter or someone online and say, I want you to write about me. They may or may not do that. However, if I write a blog post, for instance, and someone in the media reads it and says, really interesting and important, and then talks about it, I have earned some amazing credibility that I wouldn't have earned otherwise. So earned media is a very, very important aspect of social media. We consider our audience an asset, just like any other asset. So anytime someone gives synopsis of like, they are endorsing us. They're saying, you're a valuable company and you bring the tools that we need and you're a leader in technology and management. So we value the audience tremendously. This is like, to me, the essence of using social media for business. It's the content. You have to give valuable content when you're posting on the social media channel. Simply putting on Facebook or Twitter or LinkedIn or YouTube, synopsis has the best product in the world. That's terrible. Companies should never do that. That's spam. And if they start spamming your Facebook page, they spam the Twitter networks. People are going to completely ignore them and maybe even dislike them. Stop telling me all about yourself because I'm not interested. Instead, give me some valuable piece of information. For instance, did you know that when you're designing a low-power chip, if you do it this way, you're gonna get better results? That's valuable content that engineers will absorb. So we talk about the fact that you can create a channel but people won't necessarily find you. You can advertise it but if you don't have good content, they're not gonna pay any attention. What you have to do is think it's not about me. Instead, it's about the audience and what is it the audience wants to hear. And the phrase that I coined a while ago is tell me something interesting. I was at a conference and we were using Twitter and someone from my company ran in and said, we're doing a presentation in the meeting room next door. I put it on Twitter and I looked at the guy and I said, well, what's interesting about it? And he stopped and didn't really know. And I said, then I am not gonna put it on Twitter. Go to our meeting because who cares? Tell me what's important, what's interesting about that and then I'll put it on Twitter, I'm not gonna put it. So tell me something interesting is the secret to deciding what you put as a company on the social channels. This is important. Social media is not a replacement for our existing and traditional marketing efforts. Instead, it's, it augments it and it helps but we're not getting rid of our existing advertising. We're not getting rid of our existing marketing efforts. At least not for the foreseeable future. We deal with skeptics and this is a- I want to ask you, would you put on Facebook or somewhere else that you are now a character in the media version of the software and open up the doors for conversation help? No, not at all. One of the most, the first thing that any company should do before they engage in social media is develop a social media policy. And you can copy the policies, they're out there, you can copy them from Intel and IBM and Cisco, you can copy ours. And in that policy it says, do not put trade secrets out, do not give competitive information that you don't want out there. You must protect your company's interests. So we teach our employees, never say, oh, you know, we're developing the next secret so and so because the first thing that cadence design systems will do is grab that and start competing. So no, we never did. They look at your conversations and come up with some ideas that they think you want to do. They can look at our conversations and come up with ideas. We can look at their conversations and come up with ideas. They're good. It actually, I think it is good. In the overall scheme, when the thoughts of engineers and thoughts of companies are out there, it makes us even more competitive. And we know what the industry trends are. But yeah, we have to be very careful about what we say and never release trade secrets. We prevent people from using racial slurs, using bad language, from criticizing our competitors. That kind of conversation then becomes a boring. Yeah, they're too. They're childish. They're just, they're ridiculous. One of our competitors would take the synopsis tweets and change it to make it look like it was theirs. And we said, oh, are you kidding me? And we didn't respond because, you know, the intelligent audience says, well, that's just stupid. Yeah, so we were very professional about it and very protective of our intellectual property. And yet we do engage in some interesting dialogue. If a customer can't, or if a customer says, I need this type of a feature for my 14 nanometer design, then that alerts all of us to hurry up and get here and work. And it's very exciting to keep us on our toes. Sure. We hear this all the time. Skeptics say, I don't see the value. I don't see the need for social media. I like the way things work. And so usually what we do is we say, let me show you how it works. Why don't you sit down and try it yourself and then you'll experience that. This really isn't just a fading trend. This is here to stay. People will say, it's too hard to control. Okay, I can't control my messages on social media. You can't. And you should stop trying to control your message because it's the customers in the community that now own your message. So that makes you more transparent and makes you more honest. So you have to do things right because you don't control your messages anymore. A lot of times we hear this isn't relevant to engineering. It's social media is refined for Coca-Cola and for fashion. But in reality, we again show engineers, look, here are some of the leaders in our industry who are using this to talk about things. They're blogging. They're putting things on Twitter. They're talking about latest industry trends. So some of the engineers who lead our industry are actually using it. Proof is always important. People are skeptical when there's anything new. So any evidence of the story I told you about the Berkeley gentleman and how we solved the customer problem. That kind of hard concrete proof is what really helps skeptics to overcome their concerns. The bottom one is one that's a very common question. What's the return on investment? How do I measure this? This stuff is weird. In reality, social media is much more measurable than traditional marketing. So let's say I put a flyer, piece of paper in the mail and I send it to 1,000 customers. I have no idea who actually read that. However, if I put something on social media, I know exactly the number of people who clicked on it. I know what country they live in. I might even know their gender. I might know their age depending on what they reveal. So I can measure this stuff in an incredible way. And you can see on Facebook, I put a picture and I had a certain number of likes of that picture. I put a press release. I got no likes. Oh, I've learned now to put pictures instead of press releases. So it's extremely measurable. It's not easier to get people to use. I think someone puts up a beautiful idea. First thing we would do is contact that person and say, we are interested in hearing more about what you have to say. Would you like to share your experiences? Would you like to meet our engineers, our technical experts, to have a discussion? What is it that we can do to help with your idea? So that's the engagement part. We would not say that's a good idea and then copy it as secret information but we would engage with that person who uses it. No, we have had very few cases like that so far. This is all still in its infancy. So right now, people with brilliant ideas are still using more traditional ways to bring them to fruition. They would bring them through the university or they would bring them through R and D or they would be working at a company. But someday, I really believe this can happen easily because you as an individual, maybe you're not even in point and you have a really good idea that you can put out there without having to go through it along. Does anyone think that recent discussion would need a content that could be subject to IPs and IPs to go through or just have no language? Most definitely, social media will have a lot of intellectual property implications and people are now starting to sort through. So if I took a picture of everybody here in the room and posted it on Facebook and said, I met a bunch of wonderful people, that's probably okay and I don't have to get permission from everybody in the room. However, if I took that picture and sold it, there comes the intellectual property threshold. Do I own the picture? Do I own the picture because you're in it, you own the picture? So there was a famous lawsuit, I believe it was in New York City. There was an artist who had a camera on the street and he was taking pictures of people who come and stand and wear his poses and he was selling his artwork for a lot of money and one of the subjects who had been photographed without being, he didn't know, filed a lawsuit and said, that's me, I want money because that was my picture and the court ruled, no, that's not yours. You were standing on the street in public, the picture was taken, the artist makes the money, the person in the picture got nothing. You were told the four times you paid it for your piece. Yeah. There may be another argument that you want to say if it is shared in a social society, it is not your people having a social share and you are not only right to have the right for this court, it is already shared, it is, everyone can have a right to public's court. Right, public, right. It's a public court. Right, right. However. Although, but if it's shared without your permission. This may have great comments. Yes. We cannot share but you have to actually use the original source. Yeah, Creative Commons is one solution to it. Yeah, sharing it but giving credit to the original source. So the laws will change. So here's a theoretical situation. What if I had a camera right here and I'm making a video of you without your permission? Is that something fair that I can post? I don't know, I think not. I think that if I want to record you, then I need to approach you and say, may I please make a video of you and if you give me permission, that implies that yes, I can post it. So it's changing, the laws will catch up eventually. Just like any technology, the technology goes out there and then the lawyers and the society says, now what do we do about this? Genetic engineering is gonna be another field where when you're genetically engineering organisms and creatures, what type of moral laws are going to come in place? So it is changing and there is no solution to a very important concern. So if you think about whatever I say, whatever I do in public, whatever I write, whatever I post, if I want that public, go ahead and do it. If I have any hesitation, use common sense and don't post things that you don't want for a public. So if you put a great idea out there, you have possibly given up your rights because you've opened a world without it, yeah. So keep your secrets to yourself if you want to. Because if you wanted to do that and you know that intelligent people might just cost you the day to go on. Right, right. So someday there will be that type of infrastructure from a legal perspective, not my knowledge today. By the way, do we have your permission to be here with us? Yes, ma'am. We do. Plus it's not useful as our center is here. Of course. No, I don't mind. I'm not shy, you can tell. Hello. Hello. So, Sinansis has six channels that we are active on. What time, how's the time? Because I can wrap up real fast now. 15 minutes? Okay, okay. I try to be sensitive to people's time, as well as to pronounce your names. I think I'd better time them. Okay, so we have six channels. I'll go through each one of them very quickly. We chose not to go on Google Plus yet. We don't use Pinterest. We don't use a myriad of networks out there because it takes a lot of effort and resources. So, you know, we can talk to the top ones to participate in. Why do you have mixed-out networks? Why do we have what? Why do you have mixed-out networks? Oh. This is a national one, yes. This is a good question. For this year, one of our goals is to create an international social media strategy. We started with what we knew in our country. We need to understand Russia. We need to understand China. They have ren-ren, and you know, we need to understand the whole, what does it mean from a global perspective? Yeah, yeah, exactly. Yeah, I think Facebook is quite global. Twitter is very global. And so is YouTube. And so these ones, well, China, of course, blocks Facebook. You cannot use Facebook in China. The government censors it. But these were the ones that we saw right now as being more pervasive than others. And yes, so we do need to develop that strategy for synopsis to have an international social media strategy. We have lots of words to do. We started with blogging. And blogging to us is the way that we show our experts to the world. So we have 18 blogs ranging from topics like verification, analog design, and standards. You can probably guess who writes the standards blog. And we show that our employees are experts in their field. This brings a lot of credibility to synopsis when the real people are writing. It's not marketing speak. It's not advertising. It's, for instance, how do you design a low-power circuit? How do you use this? How do you do that? And it's been very effective. The challenge that we have is finding bloggers who will be consistent in their writing because it does require an investment in their time. And so someone who has good writing abilities is able to engage their audience. But yeah, they have to post regularly. That continues to be our challenge because everybody has a lot of things that have played everything. LinkedIn is, again, the most accepted network amongst the engineering community. We have two presences on LinkedIn. The first one is our company page, which we use largely for recruiting. So we post our jobs there. We have people networking with each other. So LinkedIn page, company page is all about recruiting. We also have a synopsis users group, LinkedIn group. And this was started by a customer. And this is where synopsis users can talk to each other about interesting content. They don't do problem solving there yet. Maybe someday that'll happen. This is a closed group that we try to monitor so that people feel a little safer that we're all synopsis users. But if someone works at, I'll say Cisco, and then they change affiliations to go to work at Cadence, now we have Cadence people in our closed group. So we try to monitor that all the time. Again, we're very careful about intellectual property, just not on this channel. LinkedIn does not allow you to customize very much. LinkedIn is, you get what you get. So you can post in discussions and jobs and so forth, but there's not a lot of flexibility with it. And the big challenge that we have is to promote accurate discussion in the synopsis users group. There's still, people are shy, they don't necessarily want to share their ideas. Instead, they're mostly posting articles of interest, read this, did you hear about this and sharing information, but they're not really discussing anything in depth yet. Facebook, we have one page for our overall company and then we have other targeted pages for, for instance, our optical research group has their own Facebook page, Synopsis Press where we publish books that has its own Facebook page. But they're all liked from the main page of Synopsis. We use this to show our personality, that we are people. We show pictures of what we're doing, our community activities. We talk about seminars and activities and events that are coming up. We found that photos, again, are the most popular on Facebook. People love to see pictures of Synopsis and our employees and our customers and things that are happening. The big challenge we have with Facebook is that half of our fans are customers and the other half are employees. So how do we provide enough useful information for both of these distinct audiences? And I have no idea, we'll figure this out, but I found that very, very curious. So far we decided not to have separate Facebook pages for employees and customers because there is a lot of common information that people want, but that one just remains a mystery and very, very interesting to me. Twitter, I love Twitter. We have over 3,000 followers. If you use Twitter, our name is just Synopsis. Our hashtag is pound SNPS, that's our stock exchange symbol. We deliver real-time information, quick bursts of things that are happening right now. We, again, monitor this constantly. What are people saying? We've learned a whole lot. We post tweets that do things like, oh, did you know we have a new blog post here that you might be interested in? Do you know that we have a seminar coming up? Did you know that Karen just interviewed the president of the USB Implementers Forum? Did you know this? Did you know that? And then again, we watch for conversations happening. The big challenge is we need to teach people at Synopsis who use Twitter how to post something interesting. Don't tell people what you have for lunch because they don't care. YouTube, yes. You learned a few things by monitoring, sorry, by monitoring the conversation. What are examples of this? We've learned, for instance, that when Chief and Chair, our president, spoke at an event that there were people who were really interested in this and inspired by him. We've learned that when, I forget the exact content that I posted, there were news agencies from other parts of the world who picked up that and said, this is interesting, we passed it on. So we see how influential we can be. We watch what people say when we acquire a company. So we made a major acquisition of Magma Design Automation and we watched people say, this is really good, this is really bad. So we're learning what the community thinks about our mergers and acquisitions. Does a company of this scale in Synopsis, and so maybe this is a, yes I know a question, you do or you don't, or you can generalize to the industry of similar companies. Would a Synopsis be hiring people to actually conduct statistical analyses? I mean the actual data analytics, where data analytics meets IT? Are there actually positions, or do you foresee this happening in the future where there's actually gonna be units within your social media group who are the backroom crunchers, so to speak, of actually running the statistics on this and actually scientifically deconstructing this more than a field of, or maybe that's exactly what's going on. The answer is yes. I have two full-time employees, plus other people who help, who every Monday we analyze a dashboard that we put together that shows every post, the trends, who's listening, who's not, we analyze that data on a constant basis to decide how effective we're doing, what should we change, what's right and what's wrong. I hired both of them as marketing graduates and they became our social media marketing specialists. We have the automated dashboard that gathers all the data from all of our channels and builds graphs and charts and we can watch it. It's very interesting, very important. Cisco, we visited their social media monitoring center a few months ago. I was so jealous. They have massive monitors where they're looking at what people are saying all over the world and generating trends and analysis. It's very, very important. Since social media is so measurable, all that data is there and the analytics that are available are extremely important to the answer. Absolutely yes. Facebook itself produces analytics. YouTube produces analytics. I can tell you when I put a YouTube video up, how long people watched it when they dropped off and how that compares to other videos of the same kind to see if I'm being effective or not. So it's a really exciting field, really exciting. So when I hired these people, everybody was jealous of it. What, you spend your whole day on Facebook and YouTube and Twitter and then they pay you and then they say, yeah, isn't this great? It's a very enviable position that's becoming more and more real. I don't know if I have a chart in here, but the trends of companies investing in social media and hiring people is growing and growing. YouTube gives us the opportunity to show demos, events, take people places that they couldn't go any other place. If you go to our YouTube channel, which is youtube.com slash synopsis, we have playlists for our verification, so your verification engineering can go down and see all verification videos. If you want to see interviews from interesting people in the industry, we have Conversation Central there and that's where the video is posted of. We're talking with Jeff Ravencraft from the USB implementer support. And if you, at the very bottom, we have a playlist that's called Discover the World with Chips. It's a series of short videos about how computer chips are manufactured and designed and for a non-technical audience. So if any of your friends or your family want to know, what is it that you, what do you do anyway? Show them these videos and it'll explain just in very simple terms how chips are layered and then how we design them with electronic design on nationals. And you'll recognize the person in the video. So our challenge in YouTube is finding people who will post and produce regular content with a good value. My team does not make the videos. We rely on the individual product teams to produce their own videos. Nice to know. Certainly. Another challenge, well, generally I think people have with users is getting people who can get to that channel and watch it or subscribing so they get the, it's pushing the, to reach out to the audience. Yes. There's a marketing problem. Yeah, exactly. Because you can have a beautiful YouTube channel and nobody will know it exists because there's a massive amount of information out there. And so we put together an active marketing plan for YouTube and we do for the other channels. How can we approach people usually in a traditional manner? So we have an email distribution for all of our customers. And in there it will say, by the way, did you know we have a YouTube channel? We have a university program newsletter that goes to all the students and professors in our university program. And we'll say, join us on Facebook. And so you do have to make a conscious effort for people to be able to find you. And then once they found you, the content will keep in there. But you're absolutely right. It is a marketing challenge. I should add that to the slide. So, any conclusion? Social media's going to continue to grow. There's some charts and so forth. Here's the marketing chart, marketing spend that you can see since 2009 up until 2012. The percentage that's being spent on what they're spending now, what they're projecting in the next few years, so incredible growth in spending for social media marketing. We're going to continue to come across as the trust source of information in our industry in the near future. Almost. There is so much stuff out there. And the answer is, how do you separate signal from the noise, right? There's so much garbage. There can be total false goods. A few years ago, I forget who the celebrity was. Someone put on Twitter, so-and-so died. And immediately, everybody, oh my gosh, she's dead. And he said, no I'm not. And that died out after a day. But, you know, that was really frightening anyway. No, I'm alive. Please, you know. So, to me, there's three ways that you sort through everything. The first way is, use your own common sense. Okay, think about it. If you see something that says something outlandish or something that is just doesn't make sense, then you can use your own filter. So, we all have intelligence to be able to use our common sense. That's the first filter. Oh, you know, so if I see that, I don't believe that at face value. I'm going to go read other sources. I'm going to do investigations. I'm going to learn more than just that one item that's posted. So, I never take a statement like that at face value because it's too dangerous. With every, I'm going to take a sidetrack and I'll come back to the two. For every great thing that human beings invent, there's a really negative dangerous side to them. So, nuclear energy has brought amazing power to the world for electricity and for, you know, better health and life. It also brings nuclear bombs for destruction. So, social media will bring amazing ways that we can communicate, understand each other, to share knowledge. It can also bring great destruction if it's in the wrong hands. So, we have to be careful. That's what I'm saying. This is a very powerful shift in the world. We can't deny it because it's reality, but we have to use it properly and be very socially responsible. That's my philosophy. Anyway, the other two filters, the second filter, if you don't, you know, trust your own common sense when you see something on a social network. Ask your trusted colleagues. So, certainly there's someone that you respect their opinion that you know that when they believe it, it's probably true. So, that's where your network, your community is who you rely on for sorting through the mass of stuff. The third is what we're starting to call curators. So, these are respected people. Maybe they came from the media, maybe they're experts in their field. Their job will be to sort through everything and gather up things that they believe are accurate and make sense. And they will become your trusted source of information amidst all this massive stuff that anybody can post. So, they might be similar to today's news reporter that you trust or a newspaper editor, a business leader, a governmental leader. But these people that we call curators will be gathering all of the important things away from all of the nonsense. So, those are the three sort of filters that will help us to survive the onslaught of content that's out there. Okay, so you're going to see a lot of change. These are all the things that are going to disappear. Paperback books will be gone. Car keys. You're not going to have car keys anymore. Paper maps. I haven't looked at paper map. I don't think I have to read one anymore. Your alarm clock is going to disappear because it's all going to be on your handheld device. People are very sad about paper newspapers going away. They're very sad. But, you know, we don't use animal skins and real pens anymore. We don't write on cave walls and so we won't be writing on paper in the future. No coupons, resumes are gone because of LinkedIn. Whole Booth operators, you know, they're out of jobs themselves. They have to find something else to do. Phone lines, you know, land lines are going out of existence and all of this is very exciting to me. I can't wait to see what the next end point is going to look like. So, we've had good success. I encourage you to follow us. If you want to find out more about what we're up to, do comment. If you find out anything else, help me improve our program situation. Several questions throughout the talk. If maybe we have time for one or two more now and then maybe a third more in the future, maybe folks in contact. Contact me, is that okay? You can find me on Twitter, Karen Bartelsen, all in one word. You find me on Facebook. You can find me on LinkedIn. You can find me on Facebook. You can email me. You can even write me a letter, but it would take like weeks before I get there. Thank you. Good luck everybody. In the future, you'll be awesome.