0:43 Hi. Good morning. Good afternoon and good evening. And for all of us who are here sitting in real time. Thank you for joining us in person. And, I'm Serena Stanford, CMO here at Bizar Voice. I have some really, really exciting things I wanna go share, and it's not really because this was our voice, but it's really because these are our consumers and the shoppers telling us very, very powerful insights. 1:08 So with that, I'm going to go ahead and, share my screen think, now, I do wanna give everybody a heads up. You are gonna have to do some homework as well. So if you could, when we get to those pages, there are about a few of these stopping points. 1:23 I would love to make sure that you participate as a pilot poll. Because it would be really interesting to see this audience how different we may actually respond to those questions versus what we've done in the Shop experience index. 1:38 For many of you who are customers of ours, thank you very much for staying in and tuning in. The SCI or the software experience index is an annual, undertaking that we have here at BesAVoys for many, many years And I'm actually about to roll over into the details for volume seventeen. 1:57 Now as we talk about that, one of the thing that for those of you who are familiar with it, this is really an instrument that we do globally across eight countries. 2:06 And, depending on the different years, this year, we have about seven thousand plus shoppers around the world. And what is also, special about this year is that we've also done a companion piece, which is as we hear about what the shopper's saying, it'd be also great to know what are we thinking? 2:24 What what are our practitioners and the brands and the retailers thing? So toward tell end of it, I'm also going to share with you what we all think as practitioners in the space, in the commerce space. 2:35 Intimately, I will also add a little bit of anecdotal comments for what are some of the behavioral, insights from the Basavoice network, which is many of you being a members of that. 2:47 So it's really some of the things that we look at. Now, specifically for this year, and it's amazing when I say this year is really we're about to bridge into twenty twenty four. And typically, we do this in advance of a year, and this is looking at it holistically and field work was done by, in October of this. 3:06 So just, less than two months ago. And here are some of the areas that we looked at. We looked at the impact cost of living or the current macroeconomic climate around the world, we look at the role of content, and as it relates to shopping, buying commerce, and retail, And we also looked at specifically channels and types of contents and types of things people are looking for. 3:29 And that is one of the things that I wanna really call out. You'll have a I had a blast when I first looked at the data just about six six weeks ago. And then, some of the preference leading into that, I do want to call out this is our annual study on shopper experience. 3:47 Stay tuned also in a few in a couple of months' time, we will also be debuting the Shop preference index as well. So, without holding out too much of the suspense here, here are the four headliners coming out from this year. And, by the way, you can, and I'll show you a QR code later. 4:05 You can download the actual study, as well as some of the presentation materials associated with today's roundtable. And we'll talk, and, we'll have plenty of time to do our Q and A as well. 4:16 So quick sneak preview. First and foremost, and you probably wouldn't be at all surprised of that, just because of, you know, what you, each are doing, what each of you have your image in your organization, majority of the audience that appears to be in the brand, but it will also have, participants and participants from the retailer space and a couple of other areas as well. First, social is truly the new search, and I'm gonna actually also add on it. 4:43 It may actually be the new purchase avenue and channel. Second, the rise of what I call the value seekers, and you'll hear a little bit more from them in terms of what they're looking for. 4:55 And third is the shoppers are now considered themselves as actually creators of content, really interesting notion in here. And last, certainly, not unexpected and very much, astoundingly clear each year when we do this is the voice of the custom model consumer in particular really is beginning to be even more and more a part of your particular sales tools and your avenues for whether it's awareness, engagement, or purchase for that matter, even loyalty, we'll talk a little bit about that as well. 5:30 So let's get into some of the actual numbers. So, the first thing we kind of looked at is that let's look at who are the people in terms of what do they look for, what do they are they looking for discovery. In this case, the first part of that is that we looked at, by the way, don't worry if, I I'm not in the gen z space, I'm not one of these seventy six percent people, but we will actually count to just just hold on for a couple of pages, and I'll show you from the age perspective as well. 6:00 Seventy six percent of the eighteen to twenty four year old, and I have two of them at home, this governed new products through social media, rather than rather than any other way. 6:11 It's really quite astounding. And if you look at it by what they actually look for beyond just discovery in terms of the traditional funnel that we all look at, right? But today's funnel could be thirty ends. 6:26 It could be three days. It could be three hours. And they actually also, in this work, in this age group, also look at primarily three out of four of them look at to research products that they are already looking at. 6:39 And when it comes to buying, a standingly, three out of four of them actually purchased products from social media the last year. 6:49 And lastly, and really interesting to look at as you think about the full funnel effect, loyalty. This is quite an interesting element, is that if your brand and your retailer and your your stores are critically online or offline rate, counting on loyalty, you should think about is that how do I actually continue to make sure that I entice the loyalist of your brands and your products as well? Now, I talked about earlier that let's look at how other age groups perform, behave, and I'm actually gonna build this out over the course of the next few slides as well too. 7:25 I'm just kinda dubbing it the social native divide. There is no doubt there is a divide, but the reality is that it is not like black and white kind of divide. Let's quickly look at that. Right? 7:37 We talked earlier about how many have actually purchased in social last year, seventy three percent when it's the eighteen to twenty four. In those of us who are in the forties and fifties, still forty some percent in thirty five percent, even in the fifty five plus category, pretty active from a purchase perspective. 7:55 Related to that in contrast, how an an OSV asks shoppers around the world, what is impacting their purchase decision? 8:05 Very, very high and very much in line with their purchase decision and action behavior as well to quite interesting, right, ranging from seventy seven percent to the forties, and, you know, the those are in the late millennial into the GenX space as well. And even in those, in the senior group, twenty five percent one out of four seniors had actually purchased in social. As well as somewhere around, you know, fifteen percent really look at it and believe the social media actually, you know, affect what they do. So as I build up in here, I wanted to quickly share with you. 8:42 I just shared the two that we talked about. And, as you can, then feel free right away to take pictures. And, again, you'll be receiving these slides as well. So don't worry about, you know, chipping in all the numbers, but the reality is that we ask the question is that how often do they really look at discovering products and we talked about that. 9:01 And how are they more likely to discover a new product in social media other than other means? So for any of you in the brand, if you're thinking about launching a new product, unless you're thinking about new variations of your products, and very variations, you cannot re in reality, if you look at the behavior here, the shoppers are telling us, we can no longer not count on social, being a part of your presence, and being a part of your digital shell for that matter. 9:30 And as I continue to click down in here, we also look at is that we ask the question as to how often remember the the the from, you know, the top of final middle, final, and and the lower final perspective, also asking the question, how often do you use social media to serve to research a particular product? This is to me very interesting. 9:51 That it certainly the trend line along the age divide is very, very similar, but just look at just for contrast. Right? Eighteen twenty four, and even the, you know, the early millennials, twenty five to thirty four, somewhere in the seventy percent and above a range, right, in terms of researching products. 10:14 Even down to, you know, in the gen x space and others, look at the look at the dots under the let's just pick fifty five to sixty four. 10:25 Almost forty percent are researching on social. So depending on your product portfolio, depending what it is that you might need to do, this is something to really think about. 10:36 So there is while I talk earlier about a social divide, the divide really is not a sham, and as we were thinking or anticipating it would have been. Claiming the last, this, second to the last bill is claiming social media actually impact their purchase decision. We talked a little bit, we talked a little glance of that earlier before, This is the last part that I thought was really quite interesting. 10:58 What do you do? What is their preference in terms of preferring to shop via social media. Four out of little bit more than four for that matter, right, out of every gen z or the gen z who who are legal enough to participate in this survey says that they really prefer to do that. And if you take an extravrolet all the way to, again, the forties and the fifties, are still very, very high. Anywhere from one to two of them among, you know, one to two in every five of us really still look at social as the new surge. So I think it just really, really tells us to say no doubt about social commerce, but before even the commerce part of it, social is really now your extension of your shelves. 11:44 And how do we take advantage of it? The second area the value seekers. And I'm gonna co totally confess right now. I am one of them, and I'm gonna actually ask some of you as too. 11:55 You think you might be as well too. But let me just, quickly, share a data point. From the seven thousand plus, shoppers around the world and the different countries we looked at. We asked them, you know, generically, are they looking for information, particularly value for the money? 12:15 Sixty two percent of it, six out of ten of us around the world actually look for information and they specifically look for shopper content. 12:25 Other shoppers like ourselves, what kind of information and insights could they give us relative to the value of the money about the product that they're about to shop or buy. 12:35 So, let me just, tee this here because we are live, I just thought that it'd be fun to really have you all participate as well. So this is a question that was actually asked as a part of the survey instrumentation. 12:48 Of the survey instrument. And the specific question is, do you believe shoppers rely on user generated content more or less in the current economic climate. 12:59 And, really interesting to the point to say is that you have the choice to say more. Oh, sorry. Thank you. Thanks for doing that, Marilyn. 13:10 I I I wanted to have you all wow. Okay. Let's let's keep looking at the at the thing while I'm actually realizing that I actually unplugged my laptop, but it's not good to go. I got distracted. 13:24 Wow. So all of us here think that we they actually rely on more. So let's look at what actually the shoppers are telling us. Are you ready? 13:36 So thirty five percent of them says more. All of us here in this forum believe it is absolutely in the ping. Right? Everybody took more. 13:46 It it may sound a little bit intuitive or counterintuitive The reality is that what is also pointing, the fact, the reality is that shoppers have always always looked at other shoppers' content. 13:58 But now in this light, there are even more of us looking into that. So you're all in the right light, but I just thought that among the seven thousand shoppers, you know, a third one out of three are saying, yes, I'm absolutely relying even more. So now. So, this is really, really interesting, but the fact is that if you add forty nine percent, almost half as well as the thirty, you know, thirty, thirty five percent, close to eighty five percent of people are in fact counting on it. 14:26 So this is also part of your strategy and your content strategy into, in terms of what you might wanna do. We also dove into one very passionate topic of mine, which is about Brent Loyote. 14:40 How has that actually the current climate around the world affected or not affected in terms of our purchasing behavior? These are the results. 14:49 Seventy percentage shoppers are willing to try a different brand than the one they normally buy. You know, for us, for the brand manager, brand manager around us and the people who are owning the P and L for the products, something to really, really ponder about. 15:05 Right? We don't like them to switch, but the current climate is creating more of the reality to it. Sixty percent, and this is one of my favorites, sixty percent of them actually have made a private label purchase just in the last year alone. 15:21 I think I remember when I was in Chicago, I got called out, Anthony. I don't know if you're hearing about this. I I am one of these unfortunate or fortunate other brand, I actually did make a couple of private label purchase even myself. And he says shame on me and shame on shame on you. Right? 15:39 But I the reality is that this is what shoppers are doing. And interestingly, fifty five percent of the shoppers are saying that they are not likely to buy a product if there aren't any shopper content associated with it. 15:53 It's really, really interesting how the world of the consumers have actually changed and evolve more and more in terms of counting the peers' voices to making their decisions. 16:05 This is the part that I'm glad the the team and, who connected the survey with us, really asked these explicit questions So we said that they are looking for more information, but what kind of information are they looking for? Here's a quick glance for you. 16:21 No doubt value for the money. Absolutely leading the pack. I think that for all of us in our trade, we should always always count the fact that the product really is what sells. 16:32 And the quality product is what they're looking for. It's really quite interesting. More than half of the information they're looking for, the top five or the top two, I should say, top three for that matter is all about, am I getting the value out of it? 16:47 And is the product really what I'm looking for? The one thing that I like, in here is, you know, especially those of you with products, in the space where sizing doesn't matter. 16:59 Forty percent of them, for a lot of ten, really look at, is it really the true size? So, gonna give you, and you can all chuckle on your own, and I'm about to show you the next slide. 17:12 This is a very interesting telling part. And, you know, I being a parent. And for those who are the parents, and oftentimes you are the buyer, not necessarily the consumer, look at the age difference in terms of what we put in terms of the information that we're seeking for. 17:31 No doubt everyone, right, more than half, right, either the lowest of fifty seven percent of the of the gen z are looking for value for the money. 17:39 But it's really interesting. It climbed all the way up to sixty eight percent when it becomes the seniors. I guess the value of money is slightly different for us in the different age groups. 17:49 But what is the other thing that was interesting? The others are kind of flatlining similar from that perspective, but interestingly, gen z, the young one care a lot more about true size or not, and all of us consumers care about doesn't really match what the product says it is. 18:07 And how does it look when it comes to be real life? That's really quite leveling. And along this line, I'm also going to also show you slight difference in terms of different countries. These are countries that the, the survey, was conducted in. It's really, really interesting. 18:23 We definitely know there are values is in France, in Australia, and overall, and, and high across the board for that matter, interesting variations of between an example, the true size or the product description mapping that of the value. 18:39 But very telling information but again, the the overall trend, very similar. Third area. We talked about and I shared it earlier about content, right? 18:51 What are they looking for? As in were they interesting? This is the first year we begin to ask shoppers to say, do they identify themselves as actual creators of content. 19:03 And, you're gonna have the chance to participate again here in a moment. But first of all, In the study, what we've actually asked them to self identify, what kind of shoppers they are relative to content, cont creation. 19:18 And I'll give you a little bit of, of a definition here. Passive are those of us who just mostly are assuming the content and the opinion of others, and on rare occasions, would we share our opinion? 19:33 Reactive are those who say, when they are prompted to say to, Hey, what do you think? They are actually contributing, and will, will tell the world what they think. 19:43 There's seventeen percent of us who are in the proactive space, you know, if this population, and I think is a very statistically significant population of seven thousand plus shoppers, that's how they see themselves in the distribution. 19:59 Now I'm going to show you a little bit more statistics in terms of these groups. Now, on your piece of paper, and if you like, go ahead and write down what kind of shopper are you personally yourself? 20:10 We'll talk about them when we get to the Q and A. Again, as I mentioned, right, how likely they? This is just a little bit of statistics, data points in terms of how likely, as an example, a passive shopper I'm gonna tell myself, I'm I'm gonna confess and I'm one of these as well. 20:25 I'm getting a little bit more advanced here again to the reactive but still. That on occasions I will really provide review for approximately a quarter or so of my purchases. 20:37 And I will actually then leave a post, social post. Right? But in the teens, as a in contrast of on the right, For those of you, I'm gonna say, who are much more prolific and more more more proactive in terms of leaving reviews. 20:55 Literally, sixty three percent six out of ten, I mean, it's really extra participation. Speaking of participation, I'm gonna ask you this question. 21:05 And this is the same question we ask. For those of those who participated in this survey, we ask them if you have self identified yourself a passive creator. 21:15 How many are willing to share their social content if they ask? So I'll stop the share. Okay. Thank you. Let's see how this is, Sonam. Again, the question was, among the passive creditors, how many are willing to share if they are being asked? 21:36 So most of us think twenty percent, few of us think about, you know, forty percent just under ten of us. And one of you says sixty Would you like to know what the answer? Oh, wait wait wait. It's changing. Okay. 21:50 I must assess something. So roughly, you know, roughly equal from an a to b, perspective twenty percent or forty percent, and only one of us holding the fort in terms of sixty percent. 22:03 So let me show you what they actually says. Sixty three percent of the passive content creators who are self labeled, are willing to share their social content when they're asked. 22:18 Absolutely stunning, absolutely shocking. To us and to the team when we first looked at the raw data. 22:27 And it is really, really thing to us here at because I've always absolutely. And I think for all of you in the brand, and if you're already taking full advantage of the strapper content and doing programs with us and what have you, this is really, really reminding us to say, we better ask, and don't leave it chance or leave it to organically that they will do something. 22:50 Let me give you more data point. This is really, really interesting. Among the past, which is a sixty three percent I just talked about. Right? They're open to the brand asking for permission to share, and they will actually share. 23:02 I'm gonna come back to the second number later. And among those of us who are reactive shoppers, same thing, seventy six percent, three out of four says absolutely when I'm being asked. 23:14 Not huge difference because the proactive one are already sharing, and when they ask, eighty percent of them will do that. Now, they also express, and we ask the question is that if you were to have the chance to have, the right to resend commission, would you consider that? 23:32 Across the board, regardless of what type of topics they are, what type of content they are, creators they are. They all said, yes, I would like to have that right, if I have the right to do so. 23:41 So consider that for your program and consider that for your campaign as well too. But it was really, really astoundingly a surprise to us and to myself as well that If we ask them, even the most passive, who previously only would do sixteen eighty percent at a time, says they will do that almost four times, sixty three percent it would be open. So something for your, consideration in terms of looking at what needs to be done. 24:13 This one, I'm just going to give you some related, statistics. Again, as I mentioned, we, over the years, have been asked in this question, is this really a tool that you would actually be able to affect purchase behavior? 24:25 Seventy eight percent of the consumers still felt very more comp, a lot more confident if they're purchasing a product that actually has shoppers, content in it as well. 24:35 The related question that we also ask is that, you know, what kind of content do trust more. Shopper content versus branded provider content is interesting. This is also very, very, in line with our for preference, index as well from last year. 24:50 I look forward to seeing how this number has changed. This number has over the course of a year absolutely increasing, more and more so. And the second one is about reviews and, Q and A's. 25:01 Remember earlier we talked about that even the passive consumers if they ask for a review, if they ask, and I think Q and A is a very, very great way to getting them involved and getting them engaged, if you will. 25:15 Seventy eight percent and seventy eight, seventy seven percent, right, talk about reviews and talk about q q and a's. This last one, Again, almost seventy percent by just under seventy percent agree that photos of the products taken by other shoppers. 25:29 There is a benchmark that we've always done over the years is that if you have your product or for that matter of product being used in either photo in the gallery or even in videos used by an actual consumer, the acceptance and the conversion rate of that piece of visual, It's powerful. It's like, I think, forty three percent more more converting than others. Again, this came from my last, and again, I I wish that I had thought about asking also about video. 25:58 I think you're gonna see more and more of the video, and the video commerce is becoming even more and more of a reality to all of us. So let me just bring it home here. That's all about what the shoppers are saying. 26:10 So then we ask at the same time when we were in field, also ask about just under five hundred brand, practitioners like ourselves, and ask a couple of the questions And so I wanted to ask you now, I also have a chance for you to take a look at that. 26:25 The first question was, how much of the content creation budget are we spending on branded versus non branded content? 26:34 So, let's take a look at the poll and see what y'all think. It's still showing that more over eighty percent of a little bit more of the sixty percent. 26:58 Really interesting. It's still really on the high a and b side, if you will. Let me go ahead and share with you what the brands of our practitioners are saying very much aligned with and similar to what this audience is saying as well to seventy five percent of the brands are spending the majority of the content, budget on branded content still. 27:19 This is, if you've heard us talk about it before, we did an actual, pay owned, earned, study. And there's no doubt we're still, skewing heavy on the branded content as well as the paid, channel as well. We'll talk about that topic another time. 27:36 But one thing I thought would be very interesting is that what kind of information are we putting forth when it comes to organic content. 27:46 And this is the question that we ask is that, there was a question in between. I should have stated that first. Is that, you know, are they beginning to see, either, from among the just under five hundred brand practitioners, are they beginning to switch more of their budget into the organic or shopper content. And most of the majority, mister absolutely. Yes. Sixty seven percent. 28:08 And when we didn't ask the question, if you're going to increase your budget, what are you using that for in terms of sharper content or UGC? 28:17 Eighty percent of, of the participants of the, you know, just under five hundred practitioners absolutely saying is to improve sharper experience. 28:27 Right underneath that was discovery, product discovery. And just underneath that was the conversion, right, which is product conversions. Seventy four percent of us talk about improving product pages and, you know, engagement and performance. 28:41 Sixty eight percent of it is to talk about SEO So it's really, really showing the that the whole whole, of our industry really is beginning to shift the balance and to address the, the content and child, channel bias that we are talking about so that you can really have a more cohesive branded as well as organic and, unbranded content supply chain as well too. Sixty seven percent of the brands ask actually are hoping to do so because to reduce returns. 29:15 And it really correlate back to the sizing, the how does product look like, you know, what the shopper is looking for as well too. So it's really, really interesting things. 29:25 A couple of other insights that I did not talk about in here, comparatively speaking is that when shoppers are beginning to adjust down their budget, what kind of things are they adjusting down to and what have you? So I just thought that, rather than showing all those details, if you take a picture of this Acura code or Syscan, it'll just go to bucyvoids dot com slash SCI, Shoperexperience index, then you can actually download the entire document and the entire result, this survey as well too. So just a couple, a few, you know, recommendations taking home before we go into the Q and A is that there is no chance for us not to be in social. 30:05 And because the majority, and you've seen the data showing it increasingly every year after year, that is their new watering hole regardless of age, and for that matter, even certainly depending on your product and who you're targeting to, how you would attenuate your, your strategy on the social front as well too. By the way, don't forget all the way from not just conversion, but all the way from brand awareness, product discovery, to engagement and consideration, and staying all the way to loyalty. This is really important. 30:38 That's what the second point here is talking about, right, there is a social content supply chain that should be considered. And then really sharpen, especially in today's climate, and I, I'm, I'm gonna project that in the next probably six to twelve months. We're gonna be in similar, I kinda, sentiment in the marketplace, around the world as well. So, therefore, we really need to sharpen our content relevance to those who are the value seekers, and you saw what they were looking for. 31:05 And one of the things that we may be able to do if you're in your branch loyalty, and brand, and product stickiness. Right? How do you do that? And for the few of us who are, and for the few of you, I should say, who may have actually a characters and the business line on private labels, how do you take advantage of it? 31:23 Because people are beginning to shift. And last and most importantly is to take this whole thing full funnel. And underscoring on the loyalty piece as well. So, with that, I'd like to go ahead and suggest that we pause here. 31:38 And, why don't we take this on, to go into the chat, space? And, Thank you, by the way, I'm just now getting into the chest by a wonderful, representation of different different parts of the world, different parts of the North America so far. And, oh, thank you. That's great to know. 32:01 And, Also, let me go to the question and answers, section. So if you have any questions or if you'd like to just shout out, please, go ahead and, type in your question. And by the way, because our voice has just switched over to a new webinar platform, it actually features a video Q and A. 32:21 So for those of you who would like to come online and do so and try it out. So let me just, give a give a minute or two. 32:42 Okay. Alright. Let me okay. I'm gonna go from the the one that, the last one that just showed up in here is that do we have the information on a category level as well as the regional level? 32:58 Great question. There are some insights from a category perspective because, what I didn't show in here is that we we did ask him is that if you're going to reduce down your spend, what kind of categories are you actually going to be reducing your spend on? At the same time, and I thank those of, those of us, and our customers and partners who were at the Chicago Inspire event. 33:24 It really triggered the, the, a follow-up research that we're actually doing and, field work will begin in January. It's drilling down a similar it's almost think of that as chapter two of this very shopping experience index, that we would actually begin to drill down specific categories. So, you know, some of the common categories we would of course be looking at, as an example, would be F and B, maybe even grocery and, health care, personal care, and beauty for that matter. If any of you would like to do a shout out because we are just now literally creating the, the instrumentation for that. 34:02 If there is particular categories you would like us to go look at, please, go ahead and type it in on the chat as well too. So that's, quick question. 34:14 I'm looking at also, Brian, Brian, thank you for your question. Your question is it will be via be creating a feed similar to the Google feed to send our reviews to social channels. 34:25 Let me, Brian, I'm gonna be the first one to say, I may not be the most informed person to, to answer that question specifically. So, but I believe the answer is yes. So let me, make sure that, Taylor or Maryland, if you don't mind, take a notation of that question. 34:43 And I will come back to you, Brian, on that. Because reviews, in fact, there are different channel, different social media that we partners in as well too. 34:53 So just count on the fact that that it's actually the case. And, by the way, I should say that most of the reviews on Google actually is fed by the sideways. 35:04 Oh, there was a question about, do we have specific stats for F and B? Yes. That will be forthcoming. And, I don't have enough. I don't feel that we have enough of raw statistically significantly, statistically significant data on FNB to showcase that, but that is forthcoming. So stay tuned on that. 35:24 This will be the first year when we actually begin to drill that. I just thought that when a question came up in Chicago, that was really a great one. And I would like to provide for that insight. 35:33 So, have that feel free to have that. That would be forthcoming. And, okay, question. 35:44 Let me go to the, non, anonymous first. Olivia, you have a question on tech, but I just don't, if you wanna type further into that, I can try to understand the question that you are talking about first. 36:03 Right below your question on my screen is, how do you, how do you stand up the social content supply chain That's a great question and what worked and what to watch out. 36:15 So my colleague, Doug Straton, who is formerly the CEO of hershey, as well as Anurilova, and I, who is now our chief customer evangelist, and I have been talking about the content supply chain over the last year, when we really begin to look at from both a practitioner as well as a provider perspective, If you think about the content that we, as consumers, consume, most of the times, they would be just as we saw earlier, coming from the Grandicide. 36:48 Brandicide has always also been because of pay search, or because of pay social and other areas have been serving up that social, that content supply chain on a social platform. 37:01 Our plead in my personal plea is that as you think about your overall content supply chain, think of two things. One is that how am I balancing? What needs to be branded and on brand? As well as what needs to be truly organic or sharper, or for that matter, even create a content. 37:20 A mix And as we talk about that, you know, end strategy of the brand of of branded, as well as organic or sharper content is probably the most powerful. 37:32 That's the content on its own. The social piece of it if you con connect it to the second dimension, which is where do we share this content and how do we share them is where the social content, supply chain comes into place is that we think a lot of times organically, we think about our PDP, we think about the extension. 37:53 We think about in store for that matter, but all those are either owned or paid channels. Social for that matter, your earned channels, your other shared channels, whether it's, let's just call it like it is. If it's on Facebook, if it's on, you know, take top, of course, heavily, if it is on Pinterest and any other avenues, some of them are earned and some of them are paid combination of them would be how I would begin to stand up your social content supply chain. The, the concept behind it really is to power of digital shelf. And for that matter, I often talk about is that when if you're owning the digital shelf discipline in your organization, you're thinking only a part of your total shelf, right? If I am as truly thinking about being omnichannel, there are still shoppers like myself who would go to the store who would buy online, who would do everything in between, as well as particularly researching or discovering things online as we just saw. 38:52 Being able to be present wherever and whenever the shopper's desires to be is what the place needs to be. I'm also going to take this moment that in case you haven't heard, with our voice over the last three months or two months for that matter, have actually acquired two companies. One is Afable, who helps you extend your content supply chain when it includes creators. 39:15 These are people and individuals who are they are incented, and they are actually creators and skilled in providing information to other fellow shoppers reflecting on your branded content, if, on your con, on your product you, as an you, as the brand owner, has the authority and the approval rights to say whether you accept or not accept. 39:41 That is also becoming more and more of a part of the content supply chain, infusion in terms of creation as well, the creator space. Certainly the influencers, influencers as well, a number of that. 39:55 The other part is that we also just acquired, just, announced only two weeks ago, gratify, which is the industry leading contextualization space, heavily helping with, you know, providing contextual information and behavioral information to a shopper during or for that matter as along the entire experience of the shopping experience. It could be for the product discovery. It could be for engagement as we just talk about, but most importantly, certainly, to create that sense of urgency at the point of purchase. 40:28 On social. So lots of things that you could do to stand up that, social content supply chain. What I would, to go back to your question, what I would really watch out for is that watch out to make sure that you have the right mix of the end. 40:45 So that you are tuning to what your consumers and what your target audience is looking for. Oh, because it's a question. 40:59 I like this question, and we've been running the studies for many years. What change over the course of the times. I've actually, as a study of what we have been doing for that matter, I've been here at Besiversar Voice for, two, two, four years, and I've actually conducted the last three. 41:17 And I've also studied some of the previous one. I would say three things over the years that has really changed. Number one, the, the intensity of people looking for a shopper is particularly looking for what other shoppers you're talking about. 41:33 Years ago, it would be very much of a split or, you know, increasing into maybe the forties and the fifty percentile's perspective. And most of the numbers that you're seeing now we're beginning to see in the 70s and even in the eighty plus range. 41:48 I think that is just really validating that commerce, and retail has completely changed, and what I personally believe is the voice of the individual consumer is louder than ever. 41:59 But more importantly, is that, you know, there is a related study that we are talk about is the authenticity piece of it. We'll talk about that another time. That's the first dimension. 42:08 The second dimension of differences is, I do see some variations in terms of the different markets. Canada, US, while holistically being a part of North America, there are enough distinctions between those two markets. 42:24 And as you saw even earlier, right, Europe does have different, variations, and we're seeing also because we do also go into Asia. Issue in some domains are much more advanced, much more, I should say, heavily adopted. 42:41 Than other spaces. And, over the years, we are beginning to elevate more and more of what we think about the Asia domain and the regions. 42:52 So regional differences, a big difference The third is the increasing of and I don't know if this is the right term. 43:02 The adoption of social by those who are in the thirties and forties and fifties. That age group, a the climbing of adoption and acceptance, and you could call that maybe is a little bit of the COVID, fact, and what have you, are really beginning to show more and more, and I look forward to sharing more of that next year as well, you know, when we get into the category space. 43:29 Just watching on time here, I'm just gonna take one quick minute on this last question I just looked at what time of pe what type of people fall into the different categories of creators, just simplistically put, I would put them into three categories. 43:46 And in a very generic sense, creators, anyone who wants to have content and you're trying to share that, So everyday shoppers is a creator. 43:56 If they decide to, right, remember whether it's the passive shoppers or the reactive or the proactive, they've always been there sharing and expressing their opinion and their experience about a product. So, though, that's one of the initial true a massive scale of creators. 44:13 The second category, I would put them into everyday shoppers, but they are a lot more poised and a lot more experienced in terms sharing their experience, and I would call those as influencers. Oftentimes, the influencers has a lot of followings. 44:27 People who follow them wants to really know what do they think? Right? And, you know, that this is a big part of that. And the third categories what I talked about earlier is that these are incentivized. They are for, they are paid for creators. 44:40 And they are very good and very genuine in terms of when they try something and they want to share, but they know how to express your brand. And they know what might be the things that needs to be shared and commented. So, therefore, that's one of the other pieces that, comes in the line. 44:55 I'm sure that for any of you who have, an account team, they would be more than happy to talk more about that as well. I think this is a fascinating space, and, this is compliment of that content supply chain that we talked about. We as a brand, owners still, I do think that is true, is that we as a brand knows to be on brand. We know our products, what they intend for, but be really, really open to the minds in terms of what your target and your consumers are, suggesting to do. 45:26 So, hopefully that is a little bit of comments and insights that you could really see in here. And, learning from our shoppers is always going to be important. And, looking for more informations, from each of you in terms of the categories that you have. And, Connor, thank you for calling out the retail and the accessories. 45:50 And let's say, on medical apparel, that's, actually, part of the personal care is becoming to be very popular as well too. Michael, thank you on tablets. Okay. Devices would be great. Now I will color, I, I love the specificity in terms of tableware and disposable. 46:15 I, we, likely, when we do the categories, we truly be in category and not specific product level. But I, I'd really love all these insights and inputs that you're sharing. 46:27 Food is big, big, big, pet care. Absolutely. So, just just browsing up and catching up on. 46:36 And thank you for everybody's, insights and commentary as well too. If we can, I'd like to, make sure that if you have further questions, just watching on time, feel free to share that with Taylor or with Maryland who is helping us here, and reach out to myself on a LinkedIn or, you know, my email is, all of us, by the way, at bizarrois, his first name dot name at bizarro voice dot com. And, I believe that you have my LinkedIn, profile. I'm a, handle as well too. 47:07 Really thank everyone taking the time to be here. And, thank you again for, you know, chiming in and look forward to meeting with you, some of you, and meeting with you out there as well. 47:20 Thank you very, very much. And, on that, I'm gonna go ahead and wrap us up. And thank you, everyone, and, by the way, take this opportunity from all of us at bizarre Voice. 47:30 Happy holidays to you and your family.
