the -- lowest cost vehicle for CAR. But in testing our social media outreach program against paid search, we found that our social media outreach program outperformed paid search by almost two to one. In addition, we tracked the increase in volume in conversations about the three new products and the sentiment improvements for each over time. The ultimate focus group Monitoring conversational media and social networks can be extremely valuable for marketers. By listening into all of these blogs, user groups and social network conversations, we gain insights from the equivalent of one, gigantic focus group of thousands. And in many ways, the comments online are even more candid than those expressed in focus groups because the conversations are raw and not moderated. By using sophisticated analytical tools, we can map those conversations to uncover important insights that are then applied to messaging and positioning strategy and even media strategy, by focusing on where the conversations are taking place. The insights can also be applied to sales, product development and customer service. For instance, you can plug insights into the design of your product or your marketing message. You may find out that everyone is talking about some feature, but you have not included it within your paid search buy. You can add that keyword into your subsequent buys. Because you know people are talking about it, they are probably searching and trying to find information on it. This can optimize communication." Microsoft used a whole chain of innovation