0:00 0:20 Good afternoon, everybody, and welcome to today's webinar. 0:23 My name is James Truslow and I'm a Senior Manager of Client Success here at Bizarre Advice. 0:27 As you can probably tell by my accent, I'm not based in the Austin HQ, but in fact, our London office. 0:34 I've been with Bazaar Voice for almost five years now. 0:18 0:37 And throughout my time, I've enjoyed helping brands and retailers of all sizes harness the power of their customers to ultimately make smarter business decisions and grow their businesses. 0:49 To introduce a little bit about Bazaar Voice, that's been quite a period of change over the last 12 months. 0:35 And I wanted to give you an update on where we are as a business today. 0:58 Ultimately, up as our voice, we're here to help you create trusted customer engagements that cover every phase of your product, or service. 0:46 From discovery, product, improvement, purchase, right? The way through the cycle, we're here to help our clients. 1:13 We do this by enabling customers to collect all forms of user generated content at scale, from ratings and reviews, images, videos, and anything in between are tools that allow you to take advantage of that content throughout your business. 1:29 The results are, hopefully a smarter shoppers, more loyal customers increase sales, fewer returns, and improved products. 1:38 We welcomed influencer to the ... 1:21 family just over 12 months ago. 1:42 We were delighted to have them join our company, and they are eight million members strong influence their community, It's a digital destination where millions of consumers can research and review products. 1:35 Think about TripAdvisor for everyday products. 1:58 The exciting thing about this for us, is that we get to allow our brands and retailers to engage that community, to connect with shoppers, driving discovery of new products, or sampling new formulas to win market share. 2:11 And then we get to utilize that user generated content into a powerful and meaningful word of mouth advertising. 2:18 The exciting part about this is the scale. 2:21 With, today, we're looking at around 50 million reviews, in total on the platform, and that's growing a pace of one million reviews per month. 2:30 Like many of you, we are all becoming more exposed to visual and video content. 2:35 Late this summer, we acquired a company called Pure Relate, a market leading visual content platform. 2:41 The exciting thing about this for me is that we get to help our clients now, not only power their e-commerce strategies, but help power their social Commerce strategist as well. 2:31 2:50 They can collect and display imagery on site, but actually make their social channels more shockable as well. Allowing customers to shop where they want. 3:01 At the end of the day, our combined platform helps you collect and display the most important pieces of content at the most important moments on your shopping journey. 3:11 And it's a privilege to be able to to do that. 2:58 3:17 2020 has accelerates the importance of user generated content for everyone, whether that be Shoppers branch retailers, 47% of businesses say that user generated content is not more important than them forever. 3:31 Only 3% of businesses say that user generated content is not important at all. 3:37 There's a lot of indirect and direct benefits to brands and retailers by engaging with their customers. 3:23 3:43 With shopper's being pushed more online than ever before, it's really vital that brands and retailers have the content in place to ensure shoppers can choose their brand with confidence. 3:33 3:53 And that's really what's exciting to us about operating this in this space at this time. 4:00 Working with our customers every day, I see brands and retailers infest vast amounts of money in the pursuit of new customers, but to maximize the return on investment, you must ensure that you've got the content in place at the right time. 3:54 4:13 The last thing you want to do is have a shopper return to Google or return to the high street to look for a different store. 4:20 For example, we work with many of our clients to align their content collection efforts to seasonality, or marketing ..., to ensure they're focused on collecting the right kind of content at the right times. 4:31 Why is this so important? 4:33 Well, more than two thirds of shoppers use refuse to evaluate similar products before buying. 4:19 4:38 Nearly half of shoppers are less likely to buy from a brand or retailer that doesn't have reviews on their sites. 4:46 The importance of optimizing your Shopping channel has never been more broadly brought into focus, then over the last seven months, on the Bizarre Voice network of over 6200 brands and retailers, we've certainly seen that in spades since the start of the pandemic. 5:02 Page views are up almost 46% or to count up 43% and the content that's coming in through our network. 4:50 The review submission, the question submission, is up dramatically. 5:14 Adobe report that actually that the pandemic had contributed to an extra $107 billion spent online and incredibly hundred and 30 days this year. 5:23 Have exceeded two billion daily sales as of August 2020, That is, while the number of days that exceeded two billion in sales last year outside of the holiday period was just two. 5:17 5:37 Because of this, really, the benefits of UTC have been. 5:44 Have been compounded and are having an even bigger impact on your business. 5:25 And this what makes it exciting for us here at Bizarre Place to be in this position to help businesses and help clients recognized its importance and harness that power. 5:35 are best in class implementations have seen 158% increase in conversion when shoppers are engaging with the ratings and reviews. And the fun part is, of course, helping our customers place that content in the right place at the right time. 5:49 6:13 And how you use the ratings and reviews is also vitally important to engage shoppers' as well. 6:19 Number one, they want, as a result of their feedback, is that the feedback be taken into account and be implemented. 6:03 6:29 With the recent spotlight that's been on e-commerce and the race between brands and retailers to capture their share of that digital conversation, you may be deciding at this point, to partner with the ratings and reviews provider. 6:41 There are many things to think about. So before you do that, we absolutely recommend taking these kind of six actions to better evaluate all the providers in the marketplace. 6:28 Today, we're going to walk through the types of questions you should be asking possible providers, followed by a quick Q&A. 6:59 For more context on today's discussion, we're also have an e-book, as well, which we will be dropping in the chat shortly, How to Choose a Ratings and Reviews Provider. 6:45 7:10 We'll also make it available to you after this webinar, along with the recording of today's presentation. 7:17 So, content type and volume, one of the most outward facing areas that your ratings and reviews program can support you with it, is, of course, the content that you're collecting, and the amount of that content. 7:06 Review volume really does matter, we know you understand the importance of ratings and reviews. You wouldn't have chosen to speak with a provider if you hadn't realized this already. 7:16 7:41 And you know how much reviews can impact, you know, the bottom line, Ultimately? 7:45 Sales, we see in the data through our network that just one review can boost conversion. 7:27 7:51 50 reviews on a product page can result in a 30% increase on conversion. 7:57 When shoppers engage with the user generated content on your site, there's a lift in conversion rate and a lift in revenue per visitor. 8:04 With all of this money at stake, you need to provide it understands what types of high quality content you need and how to collect a lot of it. 7:48 8:12 And that's really where the expertise of bizarre voice comes in. 8:16 It's equally important that you can track the impact the ratings and reviews are having on your site. 7:57 8:21 It's one thing to collect the content, but it's another thing to understand that the content is having the impact that you want on your business. 8:29 So, it's important that you ask your provider, whether they have the toolset or the API connections, to your analytics platform. 8:13 8:37 PV, for example, regularly integrating with Google Analytics or Adobe, so that our clients can really have a fine grain understanding of how that abuse are impacting their e-commerce experience. 8:25 8:50 one of the biggest questions you should be asking, potential vendors is to understand the expertise, and how they can support you in collecting the right type of content, different industries, and different things. For example, when I'm working with a client in the fashion industry, typically, their perspective, shoppers, would love to see how a shirt fits or a pair of pants fit. 8:50 And they want to see people, like themselves. and this imagery, I want to know that the person has a body type like me. 9:20 But, for something like a credit card, or a television, perhaps, which is a kind of a more higher consideration purchase, jodhpurs might prefer to see more text based content that they can analyze, that they can then read, to be confident that they're making the right decision. 9:35 So, we want to make sure that your provider allows you to not only just collect content, but really the right types of content for each of your products. 9:44 An overview and content collection isn't just a one-time influx or a one-time bang. 9:25 It's really an ongoing effort to collect fresh and relevant content. 9:53 The way I like to think about it with customers that I work with, this, kind of have to have an evergreen strategy that's always on, behind the scenes, collecting content on the products that you need. But of course, then you might drop in tactical campaigns or tactical boosts to make sure that you're capturing recent content at the right time, ahead of peak oil, or seasonal trends. 10:16 Most shoppers look at higher recently, a review has been left to inform their purchase decision. 10:22 As you can see here, less than half of customers think reviews older than three months are still relevant. 10:28 So really, recency is as important as the volume of reviews. 10:07 10:32 So as a business, you will have to evaluate if the provider that you're going to choose can not only help you generate a large volume of content, but more importantly, generate content over over an ongoing period, so that you do have that fresh, relevant content of a customer's needs. 10:27 So let's shift pace a little bit. And let's talk about some of the, kind of behind the scenes work that really does pay off and dividends. 11:00 A good ratings and reviews provider is more than just a software provider, it's a partner, installing software, it's just half the battle. 10:44 11:09 You need a sophisticated uses strategy aligned to the objectives of your organization and what you're trying to achieve. 11:16 A skilled partner will help you understand what success looks like. You might have lots of ideas yourself. 10:58 You might think I know exactly where I want to go. Bother clients that we work with come at it with more of a blank piece of paper, They want our expertise and guidance and matching those two things up is vitally important. 11:35 You know, based on the targets you set. 11:13 11:38 Here at bazaar Voice, we have this kind of methodology to regularly check in and evaluate your programs performance. measure the success, perhaps most importantly, and that allows you to identify areas of improvement. 11:50 We've got a team of over 50 client success directors around the world to basically ensure that your user generated content strategy is aligned to the overall objectives or goals that you might have. 12:02 As a business. 11:38 12:03 At the end of the day, we want to help you make clear business outcomes that you can report back to your organization as results are puffing. 12:11 Partner with a provider on ratings and reviews. 12:16 And part of gaging that success of your program and areas of improvement is understanding the data. 12:23 It's not just how your program is performing, but how your program is performing in comparison to others in the marketplace. 12:32 You can see here an example from the ... Insight Suites, this is a tool where you can analyze your share of that digital conversation, and how your brand is stacking up on this virtual shelf. 12:43 For example, how are you performing in sort of, product sentiment against your competitors? 12:25 Is your score is higher and lower than the rest of the products in that category. 12:54 This kind of insight allows you to kinda continually tweak and adapt your ratings and reviews strategy, so that you're really focusing your efforts at the right place at the right time. 12:39 13:04 Not every company has manpower and headcount to dedicate to their ratings and reviews program, so having the insights to be able to target the areas that will have the biggest impact, is absolutely vital. 13:16 Overall, your provider needs to be committed to consistently understanding what the industry is doing, not just our industry of ratings and reviews, but obviously your industry as well. 13:28 For example, is our voice our regularly conducting customer surveys, analyzing the activity across our network so that brands and retailers can really have the information they need at their fingertips to make smart search strategies. 13:19 13:45 And that was just a couple of things that weren't able to do. 13:47 Of course, we're always hosting events like this, making information available to our clients, and really, it's our continued education process to ensure that our clients really have all the information they need to inform their strategies. 13:37 14:03 Another tangible area that ratings and reviews can really help your business is in the network of brands and retailers and shoppers. 14:10 Content, at the end of the day, is only as valuable as, if it's in the places your shoppers are looking. 14:19 The bigger and more high quality that the network is available to you, the more impact it can have on your business. 14:26 If you have a very low impact on your website, and you sell mostly through the retail channel, collecting and displaying reviews on your own site is going to have a certain ceiling in terms of value. 14:13 So ensuring that content from the right place is vital. 14:41 one of the first questions you should be asking any providers, how big their network is, can they get your content into the places that matter the most to you? 14:49 Each additional review can really have a sales impact, just one review, and an F plus five star rating can increase sales as much as 90%. 15:01 Customers preferred a white mixture review, positive, negative, neutral. Authenticity is really the key. 14:43 So getting your content to that network is vital. 15:11 At the end of the day syndication helps you get more views and the right place for your customers. 14:52 15:16 PV we have a network of over 6200 brands and retailers, and importantly have the reporting capabilities to help you understand them, and perhaps most vitally quantify that impact your efforts are happening in the marketplace. 15:07 15:33 So, with more reviews and more content in the world, and whether that be on your site or in the channel, it means more opportunities for you to engage with your shoppers. 15:42 This is where it gets really fun for us, and the Client Success Department is really taking a ratings and reviews program beyond the e-commerce conversion lift and taking it into the realm of customer experience and customer engagement. 15:56 About a third of shoppers really expect businesses to publicly respond to their abuse. 16:01 48% of shoppers say that a brand or retailer responding to their reviews increases their chance of purchasing. 16:08 I'm sure we've all had that experience when engaging with the brand or retailer, if they haven't engaged back with us, it really adds a personal touch, and lets us know that the brand is listening, really informs future purchase decision, not just for me, but, for future shoppers, coming to that site who see that the brand cares about their customers and cares about their experience, is really likely to increase my propensity to engage with your brand. 16:33 So, make sure that providers come easy way for you to interact with your customers and respond to the reviews or respond to the questions. 16:41 Similarly, to what we were discussing before, around, pairing up a strategy with your software implementation, it's absolutely vital that you have a strategy for how to respond to reviews. 16:29 And that's where the expertise of your account management team really comes in. 16:59 Another way, it's really to set yourself apart from your competitors, is to understand your customers, and understand what they're telling you. 16:44 17:08 Product and consumer insights can help you shape this. 17:15 Collecting and understanding customer feedback is really one of the huge keys to take your business to the next level, whether shoppers are leaving reviews, or they're handing you a, kind of a how to guide their, they're telling you how to improve your product, or your customer experience. So be foolish to ignore that. 17:09 17:34 30% of shoppers who leave a negative review expect businesses to change that product, and 25%, except expect the same for positive reviews as well. 17:20 So it's not as simple as just mining the one star reviews to find out what your customers think often in 3, 4, or five star reviews. Customers are giving you clues about what they would like to see from your business, and how you can improve your, your product or your service. 17:36 18:02 Many of our clients collect hundreds, thousands, hundreds of thousands, even millions of reviews, and it's really exciting to be able to help them with the automated tools that we have at our disposal. So, it's vital that you ask the provider that you're talking to. 18:17 If they have this kind of automation, that will ultimately help, say, if you're a business, a lot of time, The last thing you want to be doing is digging around an Excel spreadsheet to try and understand what your customers are telling the time is. Time is funding. 18:08 You want to be in a position where you can action on those insights as soon as they come in. 18:38 Ask your provider, or the providers you're talking to, if they have these kind of in-depth metrics, that you need to be able to make smart business decisions. 18:48 As you can see here from the slide, in our recent insights launch, we've given our clients access to a number of key data points, like review, share in the marketplace, sentiment comparison versus competitors. 19:02 So that really, our clients can better understand higher their strategies, and how their ratings and reviews program is performing in the market, and the marketplace. 19:12 Are they capturing their fair share of the digital shelf, or perhaps they're capturing more of their fair share of the digital conversation? 18:57 19:22 This also allows you to see where, you know, you're perhaps not performing, as well as you would want to. If your average rating is perhaps lower than your competitors in the marketplace, start to dig into which products are driving down that score. 19:36 So, it's absolutely crucial that not only can you collect all of this content, but you can do something about it. 19:19 19:44 While it can seem like a provider is a good fit based on, you know, the software specifications or the people that you've engaged with, social proof from other companies, other brands, or retailers like yourself. This is absolutely vital, so that you can be confident you're making the right decision and provider. 20:04 Look for how user generated content has made a difference from other companies that are a bit like yourself, to give you an idea of how this new provider can make you successful. 20:15 You know, for example, we host a number of success stories on our website, and 1 exciting one that recently came and kinda linked to some of the insight stuff we were talking about before was from a company by the name of Kid Craft. 20:03 20:27 So they're a children's toy manufacturer, children's type brand, and they were mining, actually, not just the negative reviews, but, but the positive reviews to see. where were their products? not meeting? 20:16 The needs of their customers are not quite mixing the high bar that they were setting for themselves. 20:45 They were then using that data, feeding it through, to the Product Development teams, to the Merchandising Teams, to see how they could improve their customer experience on site. And ultimately, the products themselves. 20:33 20:57 Really interestingly, by analyzing, actually, the sentiment on one of their top selling products, which, if you just look to the sales date, so you would never have considered kind of making any change to, They found that one of their top selling, Playhouse's was often being painted, white, or painted the other colors when customers were actually getting their hands on the product. 20:54 21:19 So they ultimately decided to try to launch a range of the playhouse is pre painted, white, white range, and that quickly became a hit with shoppers. 21:29 So, as you can see, there's lots of ways of utilizing the insights, utilizing all the tools that our ratings and reviews provider could give you, but having that social proof from, from other brands or other retailers that look like you, that operate in a similar way, It will help you make a more informed decision. 21:49 And when you're discussing what types of insights, know your provider can offer you. 21:31 It goes beyond, as I say, just the simple, positive and negative reviews. As discussed with kid crafts. 22:01 Bazaar Voice offers a range of insight data points that you can use to better analyze the performance of your program, to analyze the performance of your products, to make sure that you're ultimately making smarter decisions, more informed decisions, We all know that resources are tight. So, to be able to point those resources in the direction of maximum impact is absolutely crucial. 22:00 22:26 So, picking a provider for what they can offer you today is probably just the start. Whether they're showing you something today, and a slide deck, or a demo, that's fantastic. 22:11 It might meet your needs for today. 22:36 But knowing. 22:38 How do they're gonna keep you ahead of the game ahead of your competition, with the user generated content strategy that you're going to deploy. What will help making a long lasting partnership? 22:23 22:48 The last thing you want to do is be pivoting between providers, pivoting between structured JSON and losing time. 22:55 Ask the provider for their technical roadmap. 22:33 22:58 What they recently innovated on, what are they up to this quarter this year? Did they have a vision for what the next five years might look like? 23:06 This is where it gets really exciting trying to predict the future. But whilst that might not always be possible, it's crucial to understand what their roadmap looks like. 22:52 23:16 This doesn't just include maybe the technical roadmap. What new feature are you going to launch? 23:21 It could include things like the acquisitions that they're about to undertake. 23:01 23:25 What kind of new thinking are they bringing into their business? 23:30 As you heard about at the top of the presentation, obviously, with the acquisition of couple of new services into the bizarre voice suite, we're really focusing on on harnessing the power of our overall platform, whether that's content from ratings, reviews, pictures, images, are influenced our community and really bringing that to bear in the marketplace. We really want to empower our clients and help them generate the large forms of content that they need and make sure that those pieces of content are going into the customer journey at the right time. 24:02 It's exciting though, to be able to make shopping channels more or beg your pardon, social channels more .... 24:09 Rather than it just being purely a tool for awareness, It's really exciting to be able to bring technology to clients to, to turn their social channels into shopping channels, and really help them take maximum advantage of the content that they're collecting. 24:26 And, part of platform innovation is, what can be collected through a given solution. 24:08 24:32 You want to be able to collect all the types of content that you need, whether that be image or text based content, has the provider you're talking to, got the ability to collect all the types of content that you might need for each of your products and each of your customer journeys. 24:26 24:52 So you've collected this vast amount of content. 24:56 It's now within your business, but how does this content being authenticated? 24:35 How's it being moderated? 25:01 How are you protecting your brand to your business and your customers ultimately? 25:07 Over the past few years, I know we'll all have seen articles in the Press or or on TV around the integrity of user generated content and ratings and reviews. 24:53 It's really been in the spotlight. I think, customers today are more critical than effort, branch integrity, and the source of all of these pieces of content. 25:04 Is it truly customers giving their opinion, or, or is it something else? 25:33 I think today, a brand is rarely built by what the brand is, telling the marketplace about their products and their experiences. 25:39 It's built by, you know, the collection of customers sharing their experiences between one another, and that's what really, brand building is all about today. 25:51 And because of this, you know, they're willing to reward brands that they do find loyalty width and brands that do earn that loyalty. 25:36 26:00 92% of customers that they're more likely to purchase from a brand they trust. So, you know, your strategy for for e-commerce, your strategy, for ratings, and reviews, and brand loyalty, is all really wrapped up into one. 25:51 26:16 And, loss of trust can happen quickly, and it can happen for a number of reasons, but, interestingly, if you take a step back and think about all of these things are within your business's control to address. 26:05 26:29 As you can see here, from a recent study, we found that Loss of Trust really has come from three key areas, either poor quality products, dishonest brand or product information, or problems with customer service. 26:19 So all three of these things are absolutely within the power for you to address, and when picking the right ratings and reviews provider, they should be helping you address these things as well. 26:29 26:54 So, since this is all within your control, it's really up to you to find a provider that aligns to your values, to your brand integrity, and takes the security and integrity of your brand as seriously as you do. 27:08 one of our core values here, up as our voice, I'm, one of the reasons I've remains here for, for the last five years, is authenticity. 26:52 That is authenticity and the way the company operates with its employees, but also authenticity, as it comes to ratings and reviews, and ensuring that there's a transparent process. 27:28 Shoppers coming to our clients' websites feel confident that they are having an authentic experience and reading reviews from shoppers like them. 27:38 We're really fanatical about making sure this is a truly kind of transparent conversation that you're having with your consumers. 27:23 27:49 So, ask your provider what they're doing, two, do their piece of the bargain, how are they going to help you combat fraudulent reviews, what's their authentication policy? 28:02 You should be absolutely confident that you're picking a provider that will help you protect your business, and ultimately your customers for fraudulent content. 27:49 28:13 Part of that protection is adhering to guidelines, whether that be legal or advertising guidelines like complying with the FTP, FTC, or GDPR here in Europe. 28:00 28:25 As our voices, a company of a certain scale now, we have offices in North America, all over Europe, APAC, so we're very familiar with helping our clients with these kinds of challenges that they will face. 28:39 I mean, compliance at the end of the day, is a lot more than just saying you're compliant, how is your business really responding to these guidelines and adhering to these guidelines and taking them in within their business? 28:53 For example, we launched content summaries update not too long ago. 28:36 29:00 It's absolutely crucial for customers to know the source of the content and what's that content, you know, collected as a result of a promotion or perhaps a sample? 29:10 As we've learned in the previous slides, if you lose trust in from your customer, it's really hard to win back so it spiked. So. 28:52 29:17 But you are being transparent about these things and that you do have tools to make your customers aware of women. Review has been written in return for a free sample or par for promotion. 29:03 So that's one of the key enhancements that we've done to help facilitate that authentic conversation between our clients and our customers. So at the end of the day we've talked through these six areas, so I just wanted to recap briefly before we wrap up and move on to Q&A. 29:44 A good provider will help you steadily collect ratings and reviews. We want to ensure that your pages are informative, fresh has the right type of content. 29:31 29:55 It's inspiring to your customers and ultimately, give some confidence to choose your brand or put your product in their basket in retail. 30:05 You need to find a partner that's as invested in the success of your business as you are. 29:45 30:09 As I mentioned before, I think one of the most common misconceptions we see when I'm working with our prospects and even some clients is that installing the Software Somehow magic button. 30:22 But you just turn on, set it, and forget it. 30:25 That's really not the case. 30:02 You need to find a partner that will push you, or provide strategic guidance and expertise, and help you build a successful strategy to go alongside your software implementation. 30:14 30:38 Getting the most out of each piece of content. Can you get that content in the right place where Your shoppers are? Shopping at, dacha provider of Choice have the network to match up. 30:51 We talked a lot about insights, You know, once we got all of this content, you know, that's not where the journey stops. 30:33 There's so much that you can learn from your customers, so much that your customers are telling you. Does your provider of choice have the automated tools for you to be able to mine that data and understand those insights, and allow you to take action quickly? 31:13 I'm sure platforms are great. 30:52 And I make sure that when you're talking with your provider or potential providers, that you have confidence in what good is gonna look like two years from now, three years from now, five years from now. 31:03 It's important that your ambitions are matched by the provider that you choose. 31:32 And last but certainly not least, content integrity and Security is absolutely vital for trust between you and your customers. 31:19 So, make sure, when you are picking a provider, when you are evaluating, that you're really challenging them on how robust their security infrastructure is. Do they have the systems processes, and, ultimately people to help you protect your business, and ensure that customers can shop with you, and shop with confidence? 31:39 32:04 So, with that, I am going to bring this section of the webinar to a close. I can see some questions rolling in, and we'd be delighted to answer them. 32:17 Yeah. So, I will take the questions from the top. I think the first question that we have is quite common one, actually, that we get, How many reviews should I be looking to get per SKU or per product? This is, as I mentioned, a very common question we get. There's not a very straightforward answer. But it's certainly something you should be analyzing. 32:38 I guess, first off the bat more is always more. So, we work with all of our clients to ensure that they have what we call an evergreen collection strategy, so that reviews are always flowing in on your products. 32:52 We see that, while conversion impact, obviously incrementally decreases, the more reviews you get there is still an incremental impact from going from review 199 to review to hundreds. Although, of course, that impacts, it's not the same as going from 0 to 1. 33:09 So, more is always more, and I guess when looking at, you know, what number you should be targeting yourself, we certainly set KPIs with our clients based on really the marketplace, using something like our insights tool, to kind of see where they are in the market. Are they getting their fair share of the digital conversation, How many reviews are their competitors getting, and then setting those KPIs from there. 33:36 Of course, if you're a product, has its competitor products have, you know, 40 reviews per product, you might be looking to get to around that number, or even just more, You don't want to invest lots of time getting 2, 3, 4, 500 reviews on a particular product. 33:54 When you see all of your competitor products are are done at 40 or 50, that impact may be minimal. But if all of your competitors are, and, you know, have hundreds of reviews on your competitor skews, that's where you may want to set a much higher KPI. So it's really about analyzing the marketplace and what your competitors are doing, And setting KPIs for yourself to be able to hit. 34:18 Next question, what kind of fits into that is, is there a way to benchmark against competitors? Well, the short answer is yes. As you saw in the presentation, we are able to look at category level and brand level comparisons, so that you can see how you're performing against your peer, and watch share of that digital conversation. You are achieving that, ultimately. You want to get, if not your fair share, or but more than your fair share of that digital digital shelf, so that when shoppers come to that channel, they're seeing your brand is fully stocked with all the content that it needs. 34:58 Next question I see is about the six areas we just discussed. So what is, the most important of these six areas, are the six key things you should be looking at. 35:11 This is a tough one. Obviously, they're all important, If I was pushed to name just one, I might struggle, but I guess I'll cheat slightly and go with two. 35:22 I think the first one is to really pay attention to is the shopper rich. So, content is only as powerful if, it's in the places you're, Your shoppers are, are present. 35:33 So, whether that's social channels or the retail channel, It's absolutely vital that the content you collectors is having maximum impact and it can only really have maximum impact when, it's in the channel that, that your shoppers are in. 35:49 So, whether that be, you know, the social commerce that we touched on right at the top or, or in the retail channel, it's absolutely crucial that your content reaches the most eyeballs as possible. 36:00 And then the second one I tag on to that is really the, the authenticity and security, as we've all seen, you know, trust and user generated content is absolutely vital, and you absolutely need to take every proper measure to ensure you maintain that trust and build that brand loyalty. So ensuring your customers, when they see your content, are seeing authentic content and content that they can trust, is absolutely vital. 36:27 So thinking of some of the things we discussed around appropriate batching so that shoppers, no. But that the review was written, and in response to a promotion or a sample. Small things like that to ensure your brand integrity is protected, and the integrity of your content is protected, so you can build that, continue to build that trusted relationship with your clients. 36:51 Just looking through them here. A question about types of content. So what content converts better, visual or text? 36:59 So this is really one that will have multiple answers, So I've tried to keep it brief, but I guess, first off, we see that the different types of content hold different weight at different points in the shop, her journey. So something like visual content is very powerful in that, perhaps, a discovery phase, or the awareness phase, when you're not necessarily in market for a specific item, but you're being drawn down the funnel by the inspirational imagery. So, first off, thinking about where the content is going to be placed on your journey as fights or something at the top of the funnel. Visual content may convert better in terms of driving people and driving awareness, and driving them further down your journey. And then text based reviews. 37:46 Obviously, our play an even bigger factor as you lower kiko and the funnels. So, as people are sort of weeding down to 1 or 2 products that they're making a decision on. And they want that social validation that, yes, this is the brand I would like to transact with. This is the product I would like to put in my basket. But I'm really just have a couple of kind of things that I want to make sure I'm confident on. And that's where providing the text based reviews is absolutely vital. 38:19 Looking through here for the next question, there's a question about what type of product snipped, what type of content? So, again, similar to the last question. 38:32 Depending on the type of products that you have, it's important that you're up using the right type of content for that product. If it's something that requires that visual inspiration and that visual imagery, like clothing, apparel, then that's where imagery really comes into its own. But of course, that text based content is still vital for ensuring that as they move down the funnel, you're providing them with the information, that they need to make a transaction. 39:06 Yes, I can't, the next question that's come in here. We have quite a few. If for any reason we aren't able to answer all the questions, we'll be sure to have a bizarre voice representative follow up with you all at the end of the webinar to make sure that your question is answered. 39:24 So it's, I guess, a question coming in from from Caitlin here. I see, super asked, for some examples of companies who collect reviews from their customers, how can a customer go from doing a great job? Are good job to a great job for their products. 39:42 I think there is, this is where you have the opportunity to really utilize the content that you collect. We touched on on it briefly in the presentation. 39:55 Customers are freely giving you a lot of content. They're giving you a kind of, as I, as I say, as I mentioned, that kind of how to, on how to improve your products and your, your service. So, how you use that content is absolutely vital. It's really important that the content itself is utilized around your business, and it's really important that you then acknowledge that back to the customer. So, engaging with them, turning into a dialog, a conversation, and letting them know that their feedback was heard, and that their feedback was utilized. 40:30 And, I guess, if you're talking about collecting reviews purely, how to go from Good to great, I think that's where you have to absolutely analyze your entire shopping journey, and how you can use each customer touch point to generate reviews. 40:47 We're all very familiar with the post purchase process of receiving an e-mail to, to ask for a few. But there's many other touch points that we have with our customers, whether that be social media, the webpage, the marketing distribution, list, interaction with customer service, or with a sales rep, there are many opportunities to gather content. And it's important that you're leveraging all of those customer touchpoints for, for those of you who have kind of traditional brick and mortar retail outlets, or, you know, That's another huge opportunity to convert, customers and, and to have them share content about your products. So how can you bring some of that digital experience to your store? Can you acquire content, reviews, images, videos, from shoppers, who make a purchase in-store. Rather than just simply thinking of this as a digital channel? 41:41 So in terms of turning Good to great, I think it's thinking beyond just the simple, transactional e-mails of, hey, what we would really love your feedback on this product in an e-mail? I'm thinking about all the customer touch points that you have, and all the touch points you can then potentially leverage in order to ask for content, and to ask for their opinion in their feedback about your products or surface. 42:10 So, I think with that, we are right up, on about time here. I do see there's a couple of extra questions, as I say, I will make sure that we have the relevant Bizarre Vice Representative reach out to speak with you, but it's been an absolute pleasure hosting you today. Thank you all for joining, and I hope you got some great takeaways from today's session. So, with that, our drivers to conclusion spent a pleasure, and thank yo
