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1. Analyze competition: Understanding the strengths and weaknesses of your competitors is essential to any paid search marketing strategy. Once you begin to understand your competitors’ strategy, you can begin to make decisions and changes effectively. Your competition may adjust their paid search strategy in 2012 based on historical data. Right now is a perfect time to outline your strategy for 2012.
2. Refresh adcopy: Now that the holidays are over and December deals have come to an end, it is vital to suspend all holiday-related adcopy, review 2011 adcopies, and create enhanced strategies for 2012. Make sure to refresh any adcopy that has been running for over nine months or adcopy that is not performing well based on CTR. While reviewing the content of the adcopy make sure that the landing page is the most relevant to the ad. Below is an example of an adcopy that should have been suspended right after the holidays, but continues to run – how embarrassing!
   
3. Review and filter keywords: Along with auditing the campaign’s adcopy, it is important to analyze the campaign keywords and negative keywords. You never want to restrict qualified traffic so it is important to review the current list of negative keywords. When negative keywords are used correctly they can improve efficiency and decrease unqualified traffic. It is easy to overlook negative keywords but it is very important to audit them this month.

Conclusion

To keep a PPC campaign effective, it is imperative to evaluate it at major turning points. These turning points may be a change of season, change of calendar year, or just a change in the promotions, deals, or discounts being offered by the business. Stale PPC campaigns are ineffective and a waste of PPC budget. In addition, keeping an eye on what competitors are doing will help get the ball rolling and inspiration to refreshing the ads.

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Contributed by
Amanda Brinkerhoff, PPC Manager
Subina Desai, Sr. eStrategist

1. Improve conversion with enhanced analytics: Monitor on-page analytics to analyze detailed information about visitor behavior and interaction.
2. Personalization, localization, and socialization: Information and search results are becoming more and more personalized, localized, and socialized. Businesses should create robust and optimized Bing Local, Google Places, and Hyperlocal profiles.
3. Multi channel marketing & consistency in cross implementation: Multi-Channel Marketing will increase in 2012 with diversification in channels such as local, social, images, blogs, videos etc. It will be very crucial to cross implement what’s working and to have a consistent strategy.
4. Universal search saturation: A user’s ability to search for information through multiple channels and devices (mobile, blog, image, and social search) makes it that much more important for a business to be present in these avenues. Making integration of social sharing elements like Facebook Like and Google Plus buttons on your site critical.
5. Create a platform for content freshness: New, fresh and relevant content will be a major focus in 2012. Check your content strategy to ensure that new and fresh content is added on a regular basis.
6. Site quality, usability, & performance: Website and page quality have become very critical post-Google Panda updates. Important visibility factors will include site structure, download speed, readability, usability, and usefulness to searchers. Ensure your website is compatible with the latest technology and platforms.
7. Farewell to rankings: Page rank will become less and less important due to ranking becoming more personalized and not static. SERPs now vary depending on the user’s location, intent, search history, and social circles.
8. Organic growth in qualitative links: The importance of organic high quality links from authoritative sources such as .edu and .gov will continue to increase.
9. Search results saturation and management: Google and other search engines are providing ‘preview’ features in their search results such as rich snippets, user reviews, and Google Places page preview. Make sure your site looks good from these search result pages.
10. Online brand management: Consistent brand information such as URL, Name, Address, Phone Number (UNAP) — as well as online reviews management via review sites, directory listings, and social channels — will be an important factors for search impacting user behavior and decision making.

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Contributed by Bhawna Sharma, Sr. eStrategist, Milestone Internet Marketing

Our clients simply had awesome PPC results in 2011; higher click volumes and click-through-rates (CTR), lower costs, and better positioning on the search engine pages. However, it was the clients who tested some of our more advanced strategies and embraced new opportunities that truly experienced phenomenal results:

Two Methods to Approach Increasing ROI

Oftentimes, advertisers neglect the impact of rising costs on the bottom line. To achieve phenomenal results – creative marketers should be able to both increase revenue while decreasing cost. So how did we find those low-cost, high-value opportunities?

Look Beyond Paid Search Channels

• Search engines do their best to reward a website that provides users with their ideal experience. If a keyword is successfully driving traffic to your organic website, chances are it would also be relevant for your PPC campaign.
• Client A found more of their website traffic coming from keywords containing “downtown” and has had great success with a “downtown” ad group.

Improve Your Targeting

• Don’t create a one-size-fits-all campaign – the more specific you can become in your targeting (i.e. geography, device, language, etc.) the better.
• Client B runs separate campaigns for English, Spanish, and Portuguese speakers as well as different campaigns for computers, tablets devices, and mobile devices.

Focus on Your MVPs

Keywords, ad groups, and campaign aren’t created equal, so don’t treat them as such.

• Identify the most profitable keywords/ad groups/campaign (not just the highest clicks, CTR, etc.) and redirect funds to ensure your top performers are getting the best exposure possible.
• If you examine your campaigns, you’ll probably find that 80% of your revenue is coming from 20% of the keywords. If keywords haven’t performed well historically, chances are they never will. Consider a major “detox” of your PPC campaigns to start 2012.

By looking beyond paid search, refining current campaign targeting, and focusing on the “star” keywords as opposed to trying to improve the 80% of poor performers, any PPC campaign can have a successful 2012. For some additional reading and PPC strategy resources, please also visit: the Top 5 Successful 2011 PPC Strategies and Top 10 Best Practices for Optimizing PPC Campaigns

The views and opinions presented are those of the authors and do not necessarily represent those of the company. Any changes to a pay-per-click campaign should be done only after careful research and analysis – any changes made to an account are at the discretion of the advertiser and the authors cannot be held liable for the results of any modification.

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Contributed by
Jonas Pauliukonis, Sr. eStrategist and
David Addison, eStrategist

Why Mobile PPC?

Mobile PPC is a relatively new trend, but it is a trend worth trying.  Here are some facts and figures on why hoteliers should invest in this medium:

• PPC for mobile search allows hotels to target locally. With half of all local searches being performed locally, users are generally more inclined to search for information after they have already arrived at their destination making for an obvious decision for hotels to opt into utilizing mobile PPC. (Source: Digital Buzz Blog 2011)
• Cost-per-click for mobile PPC is averagely cheaper. When comparing two traditional campaigns with two similar mobile campaigns in 2011, the chart shown below clearly depicts the average cost-per-click for mobile ads are less than half the price of non-mobile ads.
• The average position tends to be higher when targeting mobile keywords, also depicted in the chart below. Now is the time to take advantage of this trend; as the saying goes, “Get em’ while the gettin’s good!”
• Mobile PPC campaigns can be successful even without a mobile website. Features such as click to call make it very easy for potential customers to call directly from the advertisement.

In conclusion, with the rise in popularity of smart phone usage, lower medium competition, lower prices, and better positioning than traditional PPC campaigns, companies should have no doubt that mobile pay per click ought to be included in their 2012 marketing plans. With paid search being a huge factor, hoteliers should utilize a mobile search strategy to capture an audience they may not be able to tap into with other channels. Staying ahead on new trends, trying new avenues to increase conversion, and cross channel optimizing your website are all innovative ways to stay ahead of the curve.

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Contributed by:
Ara Quick, eStrategist
Soumya Nath, eStrategist

In 2011 search engines made significant changes to the algorithms to enhance and improve the quality of search results for the consumers. As an online marketer, staying on top of all the latest changes can sometimes be a daunting task. The key to staying relevant is creating content across all channels that serve the best interest of your customers. The ten tips below give a strategic path to ensuring that your marketing efforts have the best possible ROI 2012.

1. Website content freshness and relevancy

Ways to improve website freshness score

After several algorithm updates in 2011 – especially Google’s Panda updates and several Bing updates – search engines have confirmed that they will give higher relevancy to websites with fresh content. As a business, it is crucial to understand what do search engines truly mean by fresh and relevant content.

Site freshness score
Any page within a site is given a freshness score based on when search engines first discovered the content on the page. This freshness score can boost the site placement in results for certain search queries and also placement can decline as the content becomes old. The amount of changes on your webpages, and how frequently the content of the page is changed makes a big impact on the site freshness score.

Which type of content makes a difference?
Sites that change more frequently by adding valuable, time sensitive information have a big impact. News site tends to rank high because it has fresh and timely content. Link from a site, which has a high freshness score, really helps as compared to the site, which is static in nature and does not have any fresh content. Freshness of sites can be influenced by creating a new page, post, or by adding time sensitive newsworthy information. Freshness score cannot be influenced by just adding/changing keywords on the page.

What does this mean for businesses/hotels?
Search engines are rewarding a site, which can keep fresh, relevant content and has references/links coming back from sites with high freshness score. Make sure your site platform is built to scale and offers features such as blog, polling feature, contests, reviews for user engagement, etc. so that you can keep the content of your site fresh. You can read more on tips to add fresh content here. Click here for video FAQ from Matt Cuts and a webmaster post from Amit Singhal.

2. Focus on improving user experience – site usability enhancement list

Site usability life cycle

Even though technical SEO elements such as on-page tags, placement of content on site, etc. are very important, at the end of the day it is the user experience on the site that really matters. Search engines are rewarding sites that provide positive user experience, which is now a part of search engines’ ranking factor. See the latest video from Matt Cutts from Google on this topic.

Site usability enhancement list
Site owners should pay attention to key metrics that define the user experience on the website. Some of these metrics include – bounce rate, download speed of the site, browser and platform compatibility, site crawl rate, deployment of rich snippets, and semantic tags on the site. We also recommended evaluating site analytics to understand how users are behaving on the pages. Check to see if your site is programmed in HTML5. Use tools such as Page Speed by Google and Yslow by Yahoo! to check key site performance metrics. It is a great idea to put together a handy list of site improvements. Site improvement is not a one-time event; it should be checked and adjusted almost on a monthly basis.

3. Using mobile effectively

Mobile and hyperlocal promotional channels

The mobile market is growing by leaps and bound every day. According to eMarketer, US mobile commerce sales (including travel) increased 91.4%, to reach $6.7 billion in 2011. The number of mobile buyers will nearly triple by 2015.
Over 40 million access social networks daily via mobile, and eventually there may be more mobile web users than PC users by 2015.

Most of the mobile searches are local and last-minute in nature. People are using mobile platform to check-in, for social sharing, multimedia sharing such as photos, songs, and in several other ways. Voice interfaces such as Apple’s Siri are helping in increasing mobile search engines queries.

Check to see if you are promoting effectively on mobile platform
Hoteliers should start paying serious attention to mobile. They can incentivize their customers by offering mobile specific coupons, check-in specials, run paid advertising for mobile-specific campaigns etc. There are several reasons a business should create a search friendly mobile site in 2012 if they have not done it yet. If you have a mobile site, chances are your site will show up for queries coming from mobile devices and the conversion from a mobile site will be better by offering customers precise content such as click to call, maps, ease of booking offers right away. Want to know how to design mobile friendly site?

4. Leveraging hyperlocal channels

With the growth of mobile phones, geo-social and hyperlocal sites have become lucrative channels to connect with a local target audience. Hotels should leverage some of the most popular UGC/hyperlocal channels such as Yelp, Google+, Foursquare, Facebook, etc by offering mobile check-ins, offers, and tips. Find out more how hyperlocal channels help and watch a video interview with Danny Sullivan from Search Engine Land confirming hyperlocal trends.

What can businesses do?
Hotels can associate use of an offer with physical locations. Customers can use Google+ business profiles or Yelp or any other profile to check-in and redeem offers on mobile devices. Customers can choose to share check-ins publicly, keep it private, or share it with their circle of friends. Claiming and enhancing profiles to offer check-in specials on mobile devices definitely helps in connecting and engaging with hyperlocal customers.

5. Maintain a handy list of most valuable local citations and links and perform UNAP audit

Local citation and local links are still very important ranking factor. Quantity of citations is considered the fourth most important SEO factor for local search ranking.

Hotels should secure local citations, listings, and links from local businesses on a regular basis. While it is important to keep getting local links, it is also important that, as a business, you establish correct URL, Name, Address, and Phone Number (UNAP) for your location. Often times, user will find multiple listing for same location on map results because one business has two different URLs or phone numbers. Consolidating all your listings and ensuring UNAP consistency greatly helps in reducing discrepancy and helps in ranking high in local search results. Check out more on how to build trusted links.

6. Cross channel optimization

We are seeing higher ROI for hotels who are diversifying their promotion efforts across different search and social channels. Start by checking your webmaster logs; see which keywords are driving the most amount of traffic. Once you know the top 5 to 6 keywords driving traffic, see if other channels such as local, paid, social are optimized for similar keywords.

Hotels/agencies can keep a handy content calendar showing the main events in your area, important events that you need to market for, and relevant local trending topics. Content calendars can be used effectively while planning and optimizing content to be hosted on different channels. If you are concerned about how to measure ROI across all the channels, check out our blog.

7. Social media marketing plan – targeted and planned approach

Social media marketing plan

Social media has evolved to become an integral part of search. Today, effective SEO without social relevancy will be an almost impossible target to achieve. Search engines have confirmed using social signal as part of their ranking algorithm (See what Matt Cutts says about social relevancy on search). Even with such clear evidence for the importance of a quality social campaign, we still find businesses utilizing social channels without having a planned approach.

We strongly recommend developing an integrated social media marketing plan. This plan should include important information such as – which channels you will be targeting and why; what are the goals you are trying to achieve; who is your target audience; what type of content you will need to connect with this target audience; etc. Deciding whether you need Facebook, LinkedIn, Twitter or YouTube, should all be based on your target audience and channels they are using to socialize. Once you know which channels your target audience use, creating a planned approach towards content creation. Content calendars can also become handy here. Check what is trending in your market and create content on that topic. Ready to get started? Check out five social media planning steps.

8. UGC – rating and reviews

Product and services with reviews have significantly higher conversion rates than the ones without. As a business, getting reviews on different UGC channels such as Yelp, TripAdvisor, Google and on your site is important for any business. Reviews help build the trust factor for any business. Search engines now include quantity and quality of reviews as part of their ranking factors. Users make their decisions based on quality of reviews.

What can be done?
Hoteliers need to connect with customers and try to get reviews in electronic format. Think about traditional feedback form filled by hotel guest. Hotel feedback form is used by the staff to figure out what is wrong or right with their hotel. Now, taking this a step further, what about hotel guests leaving reviews online? Hotel should direct your guests to different review sites. Every one wins in this scenario. Hotel is getting customer feedback, search engines are getting UGC content, and clients are getting reviews to facilitate their decision making process. It is a simple but very important strategy. Listening to potential, existing, or even ex-customers is key for any business. As a business our job is to listen, engage, respond, and solve.

9. Deals, offers, coupons, contests

The US economy is finally gaining consumer confidence and people are spending. However, they are looking for better deals, coupons and offers across all channels. Living Social, Groupon and other social media deals sites are seeing record number of transactions.

What does this mean?
Deals and offers do not always mean deep discounting. Offers can be attractive with some value addition. Hoteliers should consider offering packages and extra value adds across all channels. Value-add offers and deals help improve customer engagement and confidence. Daily deals and offers also receive prominence in search engine result pages. Find out more about how your business can generate more revenue through coupons.

10. Google+, blogs, maps, video, image search

Nickelodeon Suites Blog

Hoteliers should plan to optimize their presence across all the channels. It is easier to do well in video search and image search as compared to web search. We have seen a significant amount of additional traffic coming to websites if these channels are leveraged. Optimizing images and videos on your site, creating search friendly KLM maps, and creating a place to host a blog along with your site are some important steps. We are also seeing a good number of businesses utilizing Google+ profiles. 77 of the world’s top 100 brands now have Google+ pages. Google+1 has started to impact paid ads – Google+1 will have even more impact on paid search in 2012 since Google now displays +1 button next to all paid ads. We recommend creating Google+ business profiles along with all other social profiles. Some of the promotion strategies include connecting with customers, profiling customers, creating circles, etc. Find out more on Google+ and the evolution of search.

We all know that it is hard to accomplish all the resolutions set up for any business. However, consistent efforts towards above top ten 2012 resolutions will help yield a significant ROI for all your online marketing activities.

Having seen a spike in local search with the new Google business listings display, local marketing optimization has also become a very important factor for SEO.  Although experts are still studying the algorithm of Places search, there are some local ranking factors which we believe are likely influencing Google Places ranking. Below are Milestone’s top five dos and don’ts for local search optimization:

Top 5 Dos:

1. Consistent UNAP
   Search engines tend to pull information from various sources to provide robust data about each business.  It is important to keep a consistent business URL, name, address, and phone number (UNAP) to avoid search engine confusion.  For example, the information you list on the website should be consistent with the ones on your local listing.
2. Optimize Business Categories
   Category is the area where businesses can really optimize and provide information about all services. Through the increasing local searches, this would increase visibility of your business listings.
   
3. Provide Incentives
   Utilize Google Coupons to promote special deals.  This is a FREE feature that comes with Google Places listings.  Google Coupons are easy to create and edit.  With incentives showing on the listing, it can increase the clicks from potential guests.
   
4. Review Management
   Although it’s not officially confirmed that reviews are part of the ranking criteria, the quantity and quality of reviews would certainly leave good impression for your business and impact search results.  The best way is to encourage customers to post reviews about you and respond to negative reviews right away.
5. Images & Videos
   People tend to respond to images and videos.  Google Places pulls relevant information from other sources for this section and displays the “From the Owner” ones first.  Business owners should utilize this section and provide business images, products, and even videos to improve the user experience.
   

Top 5 Don’ts:

1. Vanity Phone Number or Tracking Number
   In order to keep your URL, Name, Address, and Phone number consistent, do not use vanity phone numbers or tracking numbers.  The use of vanity phone numbers and tracking numbers make it harder for search engines to match the data from various sources.
2. P.O. BOX for address
   Google Places doesn’t like P.O. Box listings as addresses.  If you register a new listing with a P.O. Box the business listing may not be ranked for many primary location keyword combinations.
3. Inconsistent Address
   Again, the inconsistency of address can confuse search engines.  For example, a Milestone client once tried to change their listing to a “GPS Friendly” address on Google Places and the traffic was down drastically for the time being and the listing stopped showing on the Places page.
4. Dishonest Reviews
   Some small businesses think they can manipulate their online reviews by secretly posting their own.  Google, Yelp, and other review sites are able to detect the fake reviews.  It might even affect the rankings negatively.
5. Change Business Names
   Do not add city, state “or other “keywords” to boost the searches.  Google Places is smart enough to figure out your location by identifying the address.  Keep the business name simple and honest.

Sources:

Search Engine Land:

• “9 common ways to bork your local ranking in google”(http://searchengineland.com/9-common-ways-to-bork-your-local-rankings-in-google-99336)
• “What not to do on local business websites” (http://searchengineland.com/what-not-to-do-on-local-business-websites-81650)
• “Local SEO primer how to rank google place search”(http://searchengineland.com/local-seo-primer-how-to-rank-google-place-search-54847)

Late last week, Google announced a new Adwords extension named “social extensions”, which appears to be another hybrid of two platforms; just as Adwords Express combined PPC and local search results, so too would social extensions represent a merger of PPC and social media.

Social extensions work by allowing users to share their +1’s across their Adwords campaigns and Google+ Page. By allowing this information to be shared across both systems allows advertisers to leverage recommendations to increase their reach and influence customers.

Currently, all Adwords ads displayed on Google or the Display Network include a +1 button.  If a user clicks the +1 button, one of two scenarios will play out:

1. Not Signed In: If signed out of their Google account, a user will be able to see a raw number of people who have +1’d either the ad’s landing page or the Google+ Business Page.
2. Signed into Google: When signed in, users will be able to see who in their Circles have +1′d either the landing page or the Google+ Business Page.

Activating social extensions provides greater exposure for advertisers’ ads and Google+ Page, and increases the likelihood that the annotation is shown. Since the social extensions annotations increases the relevancy of ads shown, they may also increase overall ad performance.

Social Extensions at a Glance: Although a relatively new launch, the social extensions feature is ready to be utilized by advertisers.  Some points to note:

• Social extensions are currently available in all countries
• There is no associated cost when users +1 an ad – pricing is still based solely on cost-per-click (CPC)
• Social extensions will only appear on Google.com and the Google Display Network for desktops and mobile devices with full browsers
• Social extensions are compatible with all AdWords targeting options (i.e. day parting, language targeting, etc.)
• To understand how +1 Annotations are impacting overall ad performance, advertisers should segment their campaign data to include “+1 Annotations”
• Currently not compatible with AdWords Editor or the AdWords API.

For more information on social extensions, visit the AdWords Help Center topic at: https://support.google.com/adwords/bin/answer.py?hl=en&answer=188879

Traditionally an event dominated by retail stores hoping to score big holiday sales, hoteliers have began taking advantage of the Cyber Monday extravaganza in the past few years. Most recently, in order to compete with the big retail players and stand out among recent game changers like LivingSocial and Groupon Getaways by Expedia, hotels have offered more aggressive promotions, many extending their deals beyond the 24-hour Cyber Monday window. In conjunction with these great deals, hotels have begun more actively utilizing various channels including Pay-Per-Click to maximize deal advertising reach and promotion.

Campaign Setup

For our client we ran a PPC campaign for a Cyber Monday deal they were running for 4 hotels in the Washington DC area. This promotion included a discounted room rate, free room upgrade and was only available online from Monday November 28th – Wednesday November 30th. In this particular case study we set up the campaign in the following way:

• Create a separate adgroup for Cyber Monday keywords
• Wrote adcopy for exisiting adgroups (brand name, dupont circle hotel, dc pet friendly hotel) with details of the Cyber Monday promotion
• Included “Cyber Monday”,”Limited Time”, “72 Hr. Sale” terms in the adcopy
• Continuously ran the ads (24 hours a day) from Friday November 25th – November 30th

Results

After running these Cyber Monday ads we saw a 68% increase in revenue compared to the same period last year (November 25th-November 30th). Along with an increase in revenue we saw an increase in impressions (over 22,000) and an increase in clicks (over 300).

Takeaways & Applications

In order to ensure a successful promotional campaign, whether it’s a Cyber Monday deal, holiday promotion, or another hotel offering, be sure to consider the following tips:

• Prepare early – ensure campaign details and logistics are set up well in advance of the promotion start date to ensure a smooth launch.
• Utilize current PPC campaigns – continue to run regular campaigns, updating ad headlines and copy with promotional content and linking to promotion landing page.
• Encourage Purchase – create a sense of urgency in ad copy by using terms like “Limited Time” and “Expires Soon” versus a generic “Book Now”.
• Cross-Channel Optimization – advertise promotion on all available channels including website, Google Local Offers, social media to capture broad audience and contribute to SEO relevance.

Consider the above tips when launch any major promotion throughout the year to maximize revenue and awareness.

While 2011 is coming to a close, the holiday shopping season is driving massive revenue. As shown in the graph below, there is a correlation between the US unemployment rate and search queries for “coupons and rebates”.

• With the recent recession and high unemployment, it is clear that the number one driving force behind consumers minds, are deals. Still, consumers’ end goal seems to be striking a balance between saving enough money, while still enjoying the pleasure of buying.
• In support of this statement, we are seeing an increase in both social networking, as well as deal-finding through coupon websites such as Groupon.



• In order to satisfy consumer demand, marketers should target their PPC efforts around “deal related” keywords (e.g. seattle hotel deals, seattle discount hotels) in order to capture this deal-hunting market.
  
• Another strategy that can be used to hone in on the coupon/deal message would be to create a landing page that looks like a coupon, while offering a significant discount, and thus, encourage a booking.

To sum it all up, it’s not too late to run your Holiday-oriented PPC ads. In fact, it may be a great way to give your hotel a boost before the new year comes around. Just be sure to always research your keywords before testing them out, and you should be good to go!

Sources: Google and Ipsos OTX

The holidays are the perfect time to relax and share memorable moments with loved ones. Holidays are also a time when many people travel, which provides a huge opportunity for businesses. Don’t sweat if you haven’t done anything yet; here are quick last minute holiday tips to make the most of this season to boost online traffic to your website.

1. Give your site a holiday facelift: Add a colorful holiday/Christmas graphic and check the pages to make sure everything is fresh and updated. Make sure the offers are current and valid. Also update your social media profiles to reflect the holiday spirit.
2. Offer last minute specials and deals: Everyone is looking for deals, specials, and discounts. Offer holiday specials and last minute time sensitive deals on your website for those looking for one. It’s the time to give, so throw in a special deal on your site.
   
3. Cross optimize and spread the word: Utilize different channels to spread the word about this special deal and update your Google Offers and PPC ad copy to direct visitors to the holiday special on the site. Even Tweet and Facebook about it to let everyone and their friends know.
4. Talk about what’s happening in the area: Be the go to source of information for holiday happenings and things to do in the area. Talk about events in your area such as holiday sales, tree lighting ceremony, or scheduled New Year’s Eve parties. People look for things to do in the area before booking a stay. Talking about nearby holiday events allows consumers and travelers to find your hotel.
5. Engage and Celebrate: Reach out to your customers, fans, and partners online using various channels such as your blog, Facebook and Twitter profiles, etc. and encourage engage with them. Thank them and send them warm wishes for the holiday season and the New Year.