why is kyle herbert, why does anyone care what kyle herbert has to say. >> so kyle herbert, funny --. i hope he is watching. >> he is. melissa: you're wonderful but why does anyone care. >> he is really influential guy on arizona state campus. melissa: how do you know that. >> because we incorporate off-line influence and online influence. so he is involved -- melissa: do you have an algorithm? >> yes. we incorporate facebook metrics, twitter metrics, et cetera also off-line. such as what activities is involved in. he is one of the top leaders at his fraternity with over 150 brothers in the chapter that chapter extremely influential on campus, they have been around for longest years. due to that he has a huge youtube presence. >> john is this future of marketing? is this where we're going? >> no question about it but one tactic doesn't a successful campaign make. so this is good but you also have to filter it with a little bit of advertising. you have to do a little bit of the traditional. i know, i shouldn't say, traditional promotional tactics, i know. your demographic would say ye