0:03 My name is, Thierry Samson. I've been living in the Netherlands for twenty seven years. Now, I've worked first twelve years at Forrester Research and the last thirteen years at Payssaint Royce in client success. 0:15 I'll have a word on client success at Passoverse. I do manage programs, UGC programs, and, we go by four dimensions in managing those programs. 0:26 Thank you, Kiki. Four dimensions, governance and strategy, plan and performance, especially with large programs like L'Oreal or Adidas or Verzuzi or Philips. We've got large global programs. 0:43 It's important to maintain governance, and that means knowing the cast of people involved in the program and engaging them in cadence of meaningful meetings altogether across geographies, across teams, across functions. 0:57 So governance, maintaining governance is important in client success. Strategy is about artic being able to articulate it, to know why what we are in for in running such UGC programs. 1:09 What is the point, the goal of it at the end? We'll see today with Kiki what the overarching theme, authenticity is, for L'Oreal and how they do that. 1:22 So maintaining governance, articulating strategy, agreeing to plan as well. Things don't necessarily go just automatically. We need mutual commitments between parties, between client and supplier, between people themselves. 1:37 So that means, obviously, following what the contract tells us to do, implementing, deploying the solution as bought, but also sticking to compliances or compliance, things such as respecting transparency and authenticity with the EU omnibus directive or more recently even with the digital service acts. 2:00 These are, you know, plans that we need to stick to and and, and adhere to. Further, beyond maintaining that, that governance, articulating strategy, committing to plan, what current success is in charge of is evidencing performance. 2:18 Evidently evidence performance of programs. So in our situation at Bazaarvoice, it's about evid evidencing content performance and evidencing business performance together. 2:30 And that's the gateway to value. That's the gateway to the conversation about value. First, going through the performance indicators and understanding how value is being realized. 2:43 Further, a note, and it's not a self introduction, but it's a memo for, or a note for who is actually running as a client success professional, the L'Oreal program. 2:57 It's, my my colleague, Mathilde Fouquet, who should have been here talking in my state. She's in Paris. She's sick. She couldn't make it. 3:06 It was not reasonable for her to come over. So I'm representing her today, next to Kiki. On that note, Kiki, I'd like to let you also introduce yourself now. 3:18 Yes. So my name is Kiki Kruse, and I'm the, ecommerce lead for our d two c websites within the luxury division of L'Oreal Benelux. 3:28 We have two, owned d two c websites, within our division, one for Kears and Lancome. I will introduce them a little bit, later on so you can see the brand identity. 3:40 Yeah. A bit shorter introduction than you, but that's it. About me. The case. Yes. Yeah. Long long introduction from me. 3:49 Okay. Let's dive into the the menu. How we are going to break that down, today. How we are going to be exploring how L'Oreal Luxe, Benelux, builds trust with consumers through user generated content. 4:03 We're going to make a little pause or stop by on the partnership, the very partnership between that global brand and house of brands, that is L'Oreal and Bazaarvoice, establishing the the playground here. 4:20 And then we'll get to the meat of, of this session, which is really understanding how L'Oreal does it. Right? How L'Oreal builds builds that trust, that authenticity, across, Kikki's brands, two brands you talk about. 4:36 And beyond, this, we'll look at how authenticity can go beyond the website. So, we are thinking here about going social and back to PDP. 4:48 So, these are the three steps for today. As I said, we'll start with a point, a stop by the partnership, the very partnership that we've got with L'Oreal globally. 5:02 The relationship started in two thousand eight in the US. Here, I'm going to be talking about Europe first, and then we'll narrow down, to Kiki. 5:11 The Bazaarvoice L'Oreal partnership in Europe started in two thousand twelve. So it's not recent. It's strong. It's solid. It's long lasting. 5:20 The solution across Europe and, touches upon most of the features, the product services that Baselvoice has. 5:29 So, obviously, the historical ratings and reviews, so that's core to the business. We're going to talk mostly about that, but not only with Kiki today. 5:41 Content syndication, I remind people what content syndication is. It is it is about allowing content to flow from a platform to another platform, from a website to another website. 5:53 That's what content syndication is. Generally, content syndication goes from a brand website mutualizing of content across the website of a same group, so across websites of L'Oreal here. 6:14 That's what you do. Some people call it intrasyndication. Questions and answers are also a key feature on platforms. 6:24 It's another another sport, another game than ratings and reviews because, ratings and reviews, you can let them be and maybe address the the, you know, the, one, two star reviews, but questions have to be answered. 6:36 All of of them ideally. So it's another game. Sampling services, what does that mean? You may want to decide to use sampling campaigns to go after reviews, to target that for product launches, for, to to get that extra, level of advocacy on some specific products, engaging testers, samplers into relating to your products and, and leaving a review for it. 7:05 And finally, social commerce of what we could also call, social visual commerce, shoppable visual, here, very important. 7:15 It's been, I guess, five, six, seven years, growing, and it doesn't stop. It still grows. So we'll touch upon that as well during this, this conversation. 7:25 So these are the this is where L'Oreal, you know, score or tick the boxes as a group across the BAVAN voice, range of services. 7:34 Now if we look at EMEA specifically, what does that mean within our partnership? It means ten deployed countries. 7:42 That means more websites. It's hundred twenty websites, across thirteen languages. What does that mean? It means that language or reviews in their language are moderated moderated by machine and by humans to make, you know, good quality content obscenity, without any things you cannot have. 8:03 Like, for example, mentioning price in a review is generally not accepted because prices evolve. So we need moderation. We need that in, at least, in your case, thirteen languages, but I think it's more than fifty languages now that that Baselvoice moderates around the world. 8:21 All that together in EMEA for L'Oreal in the year twenty twenty four only, just the the last twelve months, let's say, of twenty twenty four. 8:30 That has been representing one point five million reviews. And to reviews, especially in health and beauty or cosmetic fragrance makeup, there are photos attached to reviews. 8:42 We don't talk talk about that often, but we talk reviews here. So one point five million displayable reviews, on their own brands and at retail, on retailer's website, just for twenty twenty four, to give you the size of this, and that is happening each year and growing year on year as we will see. 9:02 Makes sense? Yeah. I see some nodding. Okay. Let's go on. Tell us more a bit, Kiki, about where you locate in this group well, the group, the brands, and where you your own playground is Yeah. 9:17 Here. So maybe not all of you know, but L'Oreal actually consists of four different product groups. One of them, the luxury division that I am, also working for. 9:28 And only the luxe division itself already represents, up to twenty five brands globally. We don't, sell them all in, in the Benelux, across three category. 9:41 So skin care, makeup, and fragrance. And, yeah, maybe, like, the first one, of the L'Oreal Luxe group was, Lancome. 9:52 And maybe you've heard of the latest acquires like Aesop, Miu Miu, and, just announced, partnership with Jacquemus. 10:00 So a vast portfolio with many different brand identities, and, that I just wanted to share here with you. 10:09 Some key KPIs that, we can share about, the group, is that for the thirteenth year consecutive year, we've outperformed the, the L'Oreal Luxe beauty mark sorry. 10:22 The Luxe beauty market. We're the number one beauty player in luxury, with a profitability of twenty two percent and, plus four and a half percent growth, of the performance. 10:34 So I think, just some insights, on our, division. K. And then this is just to explain why do we do, EDTC also within our luxury division. 10:48 Because we believe it's really a central pillar of, of our ecommerce strategy. Because it's the number one door traffic that we see across, well, across the world. 11:00 It's the fuel for one p data, and CRM. So we have over eighty percent opt in contacts. And, now more than ever, we know that, your one b data is, well, wholly for success. 11:15 And lastly, the halo effect on other channels. So we know that, seventy five percent of the, EDC media, sales are actually going into other channels. 11:27 So it's not only on our own channels that we are investing, but there's a halo effect that goes further, beyond. But, yeah. Channels like, if I may ask, other channels? 11:38 Other channels, retailers, yeah. Yeah. That are also selling our brands. Yeah. Okay. Yeah. Then I just wanted to I already quickly, told you that I'm working, for Kiehl's and Lancome. 11:50 They have two completely different identities, and I just wanted to show you some two brand videos, shorts, that will showcase. 11:59 Yes. Let's see how you advertise for your two brands. Let's see how your brands let's see your brand's identity in two spots. A little bit of advertising. 12:08 Yes. Yes. To start with before we get into how we, we get, new GC programs out of that. Okay. Thank you. Is Is that the sound? I don't know if we hear that. 12:20 I'm going to put it loud here. Good. Wait. What? 12:36 How did we get here? Everything we thought was impossible has become possible because together, there generation, no community that we can't rally with our bold, new makeup philosophy. 12:57 No limit, no limit, no limit, no No limit, no frontier that we can't push further in our quest to care for every skin. 13:08 No commitment that we can't take for all women's happiness, no fragrant story that we can't tell with a surprising mix of grace and authenticity, No relationship that we can't make always more beautiful. 13:29 No experience that we can't turn into never seen before entertainment. This is how we got here. 13:38 After ninety years of epic adventures, together, let's climb higher. That's for Lancome. 13:55 And there were clues already about your yeah. The the buzzwords are there. I don't know if you haven't heard them. Like, for example, different skins, different people. 14:04 Just you wanted to add something else to this one? I well, I will we will get later, but also the, the diversity and inclusion in beauty Yeah. 14:14 With the tool of beauty tech that we have developed with Lancome. We'll talk about that later. Yeah. But the clues are given already in the advertising. 14:22 And this is what's going to be used also further on in the the UGC program to as a key as keystrokes to play, to play with. 14:30 Okay. That was Lancome. We go to the brand identity for Yeah. Kiehl's. One more. 14:40 This is John Kiehl. This is lip balm number one. This is a girl who really likes Kiehl's. This is a video about Kiehl's. This is a video about heels. 14:50 This is the original store built in eighteen fifty one, located in the East Village in New York, New York, Holopunk Rock, hip hop, and Kip. 14:59 Also Andy Warhol, Madonna, and the Beastie Boys. Boys. This is Bones. He's actually a she. These are New Yorkers. This is Parish. She knows a lot about skin. 15:09 Keels has forty seven hundred parishes around the world. They're not all named Parish. These are the samples we give out. We give out lots of samples. We also recycle a lot. 15:19 That's a motorcycle. In nineteen eighty eight, Kiehl's went to the top of Mount Everest with these four. They took some of this. Yo, yo, yo. This is Gen Z. 15:30 They were born in nineteen ninety nine. They love Kiehl's. We believe in love. In ninety six, we started marching for them. These folks marched with us. They believe in love too. 15:39 But what can we say? People really love Kiehl's. We love you too. So again, so we hear clues Yeah. 15:51 About the authenticity, but here are two different type of brands. Right? Indeed. So, yeah, just to show you the diversity, but, then tying it back to the user generated content that we are, talking about and the authenticity, it's it is for both brands, what we stand so Yeah. 16:13 Perhaps I'm going to get to to to to this part. What I would like to, also remind ourselves is that within Basin between Basin Voice and L'Oreal, we've got two core values also, talking about values and identity. 16:29 There's the point of authenticity. Obviously, Basins Voice would not exist if the focus was not critically on authenticity. Without authenticity, we would be out of business. 16:38 So we have to care for authenticity. But it's also what you care for. You have your own read at authenticity and the tweak that you're bringing to authenticity through diversity as we're going to be be looking, into now. 16:51 So authenticity is a shared value between, between Basenvoice and L'Oreal. The second thing is technology, and this is also what I have learned from L'Oreal within the preparation that I that we did together. 17:02 There's obviously technology at the center of of, the Basant Voice solution. Recently, we are now integrating AI into the solution to have AI based, review coach, have been being helped with AI to write a review. 17:16 But I have learned also with L'Oreal that L'Oreal sits at the forefront of what is called beauty tech, and, it's not negligible actually. 17:25 This is a competitive advantage that you want to cultivate. So we are going to be looking into that together. I just wanted to remind ourselves those two core values. 17:33 Now Now to the question for you, Kiki, what is so important? Why is it important to drive those UGC programs as L'Oreal from the L'Oreal perspective. 17:46 We would like to hear a bit more. The audience would like to hear more from you on this one. Yeah. Thank you. So it's, with the first question, I think already in the, the audience, authenticity came up. 18:00 And Jura also touched upon it, in his introduction. So, for it it for us, it is key to translate, and to go beyond the content from, former brand to the consumer, but from consumer to consumer. 18:15 Yeah. So especially, within the, beauty market, you it's a very sensory experience of our products. Yeah. 18:23 But how can you translate that sensory experience to the digital world? Of course, there are some, like, obvious boxes to tick. You have to have enough images, maybe some textural images, before and after picture, a video of how to use, enough information in your copy that explains about the ingredients. 18:45 But again, this is all L'Oreal pushing it towards, the consumer. But where the real connection comes and where the real authenticity and trust comes Yeah. 18:56 Is when a customer says to another customer, this is the best cream ever, instead of us saying, this is the best cream ever. 19:04 And, yeah, we believe that, yeah, the customer is really the best brand advocate that we can have. And, that connection of customers or consumers, they only when they have a connection to your product, that's when they talk about it. 19:24 Either positive or negative, it doesn't matter, but something happens. If nothing happens, then maybe, you know, there it's not, important enough to talk about. 19:35 So this is really what we want to show on our platform and why we have, Bazaarvoice in this partnership because it's, it really helps with that. 19:44 Currently, we only have the, ratings and reviews. Reviews for your two brands? Yes. Yes. Correct? Mhmm. But we're also exploring in, the q and a module, which is like questions and ask answers of customers or consumers towards consumers. 20:01 And this is like a a sort of forum based, yeah, module that you have, and this will even help us build this trust and authenticity, on our websites again. 20:12 That's very interesting, you know, because even me, I've I've learned also how you go about q and a, questions and answers. So usually, questions and answers, as we said earlier, it's a question, it needs an answer. 20:24 And often, you know, you have you need to have customer service or product owners addressing, those those those questions. 20:33 You may also want to use that's a feature of the the Basel voice platform. You want to use other customers to address a question from a shopper or a customer that comes back to the site after having bought. 20:45 That's also possible. The thing here, the tweak here that L'Oreal, adds to this is that they want to use or you want to use Qiki Q and A as a community booster, basically. 20:59 And that's what is also interesting when you when you inject that, that that spirit into the q and a. Yeah. And, of course, let's not forget about the revenue impact. 21:09 At the end of the yes. At the end of the day, we're running a a business, and it also shows a very positive effect for us. If we can, look at, More detail on the revenue impact. 21:20 Yes. So there was one learning that, we did an AB test. Like, we have a very big, DTC community within, L'Oreal, and we share in, all these best practices in, AB test that we do on the websites. 21:37 One of them here was done by, Valentino in the US, where we tested two different PDPs with above the fold content. 21:47 And there, we found out that the, some of the key, information, like, a short description, and also price and reviews. 21:57 If you place it above the fold, this has a, a positive effect in your revenue per visitor per session, and, yeah, a huge, turnover impact as well. 22:11 So for anybody needing to prove stuff before they get authorization to do stuff, you know, you need to test, but there are test existing here. 22:21 And as they say in England, the proof is in the pudding. This is it. Lifting up the UGC in the face of people right on top makes a difference, makes or generates incremental revenues. 22:34 It is tracked. It is proven a proven track record that we've got that you've got with Valentino, and many of our of our clients have that. So it's not only so it's not only just presence of reviews on PDP. 22:48 It's the right place of, reviews or UGC on PDP so as to allow engagement with UGC. 22:56 Because if it's hidden and and invisible, there won't be that engage engagement with the UGC that you desire to create that incremental revenue. 23:05 So this is an important proof again that putting things in the face of people when they come to your, to your PDP very easily, very quickly makes a huge difference. 23:15 Thank you for also showing that example, Kiki. Yeah. And then we obviously, we changed some other things, in the previous slide as well. 23:24 But if you look at it, here, these are our program, results, and I think they are very positive. So that's for year twenty twenty four? 23:33 Yes. Correct. And just bear in mind that we just launched our, Lancome website. So it's only one year of, reviews that we are, aggregating there. 23:44 So in twenty twenty four, the two, brands combined, we had a plus ninety k, of review reviews generated. We did this not only by our usual programs, like sending out an email after every, every purchase, but also really targeted sampling campaigns where we request a review with a win activation afterwards, and the syndication that Thierry was, talking about earlier. 24:12 So neutralizing the content between your own websites. Correct. Yes. Yes. So in, BAFE, we can, easily just showcase the reviews from, France, for example. 24:23 Exact. Okay. Yeah. Then the increase of conversion rate when visitors engage with the ratings and reviews and the engagement is easier when you show it at the top is a plus sixty six percent. 24:34 The increased revenue, per visitor, when they engage with the ratings and reviews plus eighteen. And, in total, yeah, about seven percent of our online revenue, has been generated by consumers that's, interacted with our ratings and reviews. 24:52 So all that is being tracked or is trackable? I thought you had a question. Yeah. I don't know if we have to wait. You no. You don't have to wait, and I'm happy you take that initiative. 25:00 Just go ahead. It's a pixel of buzzer voice that we have. 25:15 Yeah. Yeah. I can I can answer try to answer quickly, not to but it it's not I can? I can. Yeah. There are different ways there are different ways to to track. 25:25 You've got different tools. Clients have their tools, have their, solutions to do that, their web analytics providers. 25:33 Bazaarvoice indeed has a patch of code that we put on PDP. I'm talking PDP, not the whole website. 25:42 So we have a patch of code we put on PDP, which we call the bv pixel. And this bv pixel tracks browsing and buying behaviors on PDP. 25:51 And it makes the difference of of, browsing and and buying behaviors, first between presence or no presence of reviews and then engagement or no engagement with reviews, and in engagement, passive and active engagement with reviews. 26:08 And when you look at the three business performance indicators that we mostly look at, CR, conversion rate, RPV, revenue per visitor, and AOV, average order value, you see clear differences with presence, no presence, engagement, no engagement in those across those three, indicators. 26:28 So that's the way we do it. It's not the only way. Our clients also have their own tools. What we love doing is actually mixing the sources, triangulate the truth, like they said at Forrester in a former company I work for, but trying to have more sources so as to, you know, get to some form of greater or better truth about what's going on. 26:49 Does it answer your question? Okay. Thank you. Good initiative Very good question. 27:03 So that's an extension on the question of of, the bb pixel. Engaging with reviews. There's a a raft of behaviors that are looked at to define engagement. 27:15 So there's time spent on PDP. There's where the UGC? 27:25 Have they opened, you know, load more reviews or see more reviews to have more than the three of the five or the eight that you decided to show first? 27:36 Have you used, helpfulness helpfulness votes on the review you've read? So there's that's how we define engagement. So a, no engagement would be somebody actually, and it could be the case of a repeat buyer. 27:51 They don't even look at reviews anymore. They know it's good. They have full confidence. They've done that already, six months ago looking at the reviews. Now they are in full confidence about the product. 28:00 They go directly to buy. Okay. So we don't see those. They it's like they don't, they don't interact with reviews. But, what we, what we can see basically is, that behavior on PDP, that engagement can be tracked, on, as I said, different type a set of, of behaviors, time spent, etcetera. 28:23 And, we've got more information on that, either bv pixel or, what we call engagement. Active, passive engagements, these are nuances, again, between somebody who just looks at the review, that's passive engagement, and active re, engagement would be really, you know, helpful helpfulness vote, loading more reviews. 28:46 We see that somebody is wanting to, to to want to to to see more. Yeah. You wanted to add, ma'am? 28:56 So this is all great. These are her online results. Yeah. But we also see that it actually works as a multiplier. This is the robo effect. 29:06 So, people research online, but they buy offline. You can imagine that I I mean, who hasn't done it themselves? 29:16 You search for a product, maybe a new TV or something else. You browse, look for the reviews. 29:25 And then afterwards, you purchase it in store. It, helps, you know, to give your credibility, and, it's again that voice of the consumer that builds trust, that you know that this is the product you want to buy. 29:40 So impact is not only online. And, you may be searching on the Friday evening, for reviews, but you buy in store on the Saturday afternoon. 29:50 That's that's what the robo effect is, and it's a multiplier that exists per per industry. And it's available. We've got benchmarks for that. 29:59 You wanna know the multiplier, the robo multiplier of your own industry for your own business. What is it that one dollar or or euro spent online under the influence of review equates in a store, multiplier for you there. 30:16 Yeah. We also get the feedback. We have some own stores as well where where people come into the store, and they're researching, at the same moment while they're shopping It's a very good question. 31:01 I think it's both. We know that, consumers nowadays, they shop multichannel. So as mentioned, they're in a store, and at the same time, they're visiting another store on their phones just to check and compare. 31:17 For us, it is also both. We have the reviews on our d two c websites that people are consulting, and then they make the purchase in the store. 31:26 But we also showcase our reviews, in the stores. So we, this is, yeah, with with our voice, after, people sign it sort of it's a consent that afterwards, we are the owner of the content after a review is written on our website. 31:43 So we use this content to place it in our stores or at retailers to really show, the product, yeah, the the, sorry, the experience of a customer that we can share then on the in the, stores as well. 32:00 And store your stores, but I think also all the stores, stores from retail. Right? This is also what you meant to say. Not your own stores, but stores in general. Yep. Yes. Yeah. 32:38 Yeah. I would say here general offline. Yeah. Aggregated offline. Yes. Thank you for this. And just one we are also using it, by the way, in our CRM and in, our media outings. 32:53 Yeah. Excellent. Alright. So let's look at let's exemplify all this. We've got, three examples. 33:02 We'll start with Lancome beauty for all. Authenticity, we said, is the overarching theme for your program, but you add a tweak to that authenticity. 33:13 You added that diversity component. Tell us more about it. Yeah. So this taps into, yeah, beauty for all, authenticity, diversity, and inclusion, which is very important for us. 33:25 And the beauty of it is that Bazaarvoice's products actually help us to give every type of, beauty of voice on our website, to show you know, to really ensure that diverse perspectives are heard and, valued. 33:43 For us, it is in our core, of everything that we do at L'Oreal. You already seen it in the, the video of Lancome, but we have the Lancome Hapta tool. 33:55 It's a device that was, developed for disabled people, and people with handshaking issues, and it stabilizes, the the shaking. 34:08 And it makes it easier to for beauty to apply, for all kinds of, people. And So that's beauty tech already already. 34:18 Yes. Indeed. So I just thought this was a a beautiful case to, to showcase. But beauty for all does not mean one kind of beauty. 34:29 We also believe in, the tailored beauty. So, unique beauty. Our beauty tech and innovation that we are, yeah, investing, big in is, one example here is that we have, online skin reader where people can take a selfie and they get a personalized answer. 34:52 I think if you show, you can see it. Yeah. Oh, it's with sounds. It's not so important to say. 35:00 Yeah. I think it's just more message. No. Just the music. So I can make a music less loud. 35:10 Yeah. Yeah. Yeah. But this is really, you know, to tailor everybody in their unique needs. 35:19 You get a unique, based on your profile. We also have this in store where you take a picture. It gets analyzed your diff yeah. 35:28 Different layers of your skin, and then you get a personalized routine, especially for you. And to tie this back into Bazaarvoice, and where it links is that we're not interested in all our consumers. 36:02 So let's move on to how UGC impacts the whole journey. Yeah. The final chapter. We're coming to the the to the end of this. 36:12 Yeah. So, we discussed already the ratings and reviews, the q and a module that is, what we're expanding to. 36:21 And this is the, the last part of social commerce. So we know that, UGC is actually important in the full funnel. 36:31 And in the upper funnel, more in awareness, you know, you use social media, content for inspiration, And later on in the lower funnel content on the PDP, it really influences, the final decision in your purchase, what we showcased with our KPIs as well. 36:53 So behaviors change across generation, not at the same pace, but each they change everywhere. Those behaviors on the way they search and the way they interact with brands. 37:02 Yeah. Yes. True. So I think maybe, the older generations are not super, eager to purchase, on on, your social platforms, but we see that the younger generations are more, you know, ready to buy a product directly from a social platform. 37:18 But still, there's this issue of trust. Can I trust it? What happens to my, my data? And they actually prefer maybe to purchase it there still directly on the, on your website and use it more for inspiration and and discovery. 37:37 And also sometimes you leave still the social platform and the purchases in the end still made on the, on the DTC website. 37:46 Exactly. So social use as a fishing net to bring people back to the website where they are in full confidence. Yeah. Yes. True. 37:55 So, So we are certain of two things we said we discussed that, about what most people are looking for, basically. 38:05 Yeah. We know it's already a nonnegotiable. I mean, we everybody who is on social media, there is a thousand influencers, and I think we're all scrolling, maybe more than we would like every day. 38:22 But this is a bit, what I already told you before that people, yeah, more people prefer buying a product on a brand website, but after discovering it on social media. 38:32 And social media is still key to discover. But it's also that more people would, love to have, they trust also user generated content, and to they want to find it on the brand websites. 38:46 So we have the content. We have the really the, advocacy and influence strategies to work together with influencers. But how can we, make more of this content? 38:57 And how can we leverage it also to bring it into our own domain? Okay. So visuals, pictures, catching the attention of consumers out there for discovery, for emotion, but then getting rational about it, going to your website, considering the product and buying. 39:15 And if there's not that, then there's something bizarre. If you don't have it, then something is bizarre with with your value proposition online. 39:24 Absolutely. Oh, there's a question. Oh, yeah. Hi. Sorry. I was just wondering. Do you have any specific social media platforms that you are focusing on? 39:37 It's it's differs a bit for the audience that we're catering achieve. 39:46 But still, yeah, Meta, is huge. TikTok, as well. We're looking into, some cases of Pinterest, Snapchat as well. 39:56 So, the full So last bit, really. So there's a shift in the paradigm. We're just this was the sort of the ramp up to this, to this last statement. 40:08 Visual the visual UGC is taking more and more importance in people's eyes, but also into search. It's important, and there's a multiplication of voices. 40:19 We we even when we say voice of customer, we think customer, but voices are way more, diverse and multiplied than just the customer. But voices are way more diverse and multiplied than just the customer. There are content creators out there that are going to be talking about your brands with or without you. 40:33 They are nano micro influencers. They are not paid or they are paid, but they exist. And the duty of marketers is to embrace that. You cannot turn the head away from content creators. 40:45 So that's what you're doing. Right, Kiki? Yeah. Correct. So, on the right, it's not currently our website yet, unfortunately, but, this is why we want to expand to, social commerce with Buzzard Voice. 40:59 It's again I think the the point that we were talking about is the the brand content. So from L'Oreal, from whatever brand, that it's more traditional, like Julia Roberts, La Vie est Belle for Lancome. 41:12 Everybody knows it's it's inspiring. It's beautiful. But we also shift a little bit towards people like me. It's nano micro influencers who have, huge and strong communities that we want to leverage and also, you know, connect towards our brands. 41:30 Yeah. And the impact on the effort or spending for those, nano micro influencers is way higher in proportion than an ad. 41:40 An ad will bring a lot of sales, obviously, but the effort you inject or the budget you inject into nurturing your content creator community, content creator and its ten thousand, follower community. 42:00 There's that that keenness to follow that recommendation, which triggered the purchase. Yeah. Keenness to follow that recommendation which trigger the purchase. Yeah. Yes. So wrapping that up into our key takeaways. 42:12 So what we've learned, what you want to do, what L'Oreal and your two brands, Lancome and Kiehl's, are looking are looking, to now. 42:21 Tell us. Yeah. So I think number one is really, yeah, the consumer sentiment from, ratings and reviews build authenticity for our products. 42:29 It's, from a customer towards a customer, and they are the best brand advocates, you can have as a brand. 42:38 Then, to go one step further, to have the on-site q and a, module, this will, leverage really that community, where people can express their needs and and interact together, which will really have, such a powerful tool to have as a brand as well. 43:00 Then that's all textual, but how can we make it visual, more into the inspiration? So we want to go a little bit deeper with, the visual UGC with the social commerce Yeah. 43:12 To also, you know, then tap into those smaller communities and get those communities connected to your brand. It's all about the connection, to your brand. 43:25 And, obviously, everything, should be in line with your brand values. What's your brand? What does it stand for? What's important to you? 43:35 And then, yeah, you can, make the most sense. Thank you very much. I have enjoyed, immersing in the world of L'Oreal on behalf of Mathilde, over the those last days. 43:46 It was it's very interesting, and it's exemplary, the way you go about it, the tone you give to to the exercise. You're not deploying a standard generic type of program. 43:57 You're really instilling something of your own into it and which is which makes it really, I think, a a great promise of success. Yes. 44:05 Thank you. Of course, you, show your UGC content everywhere on the website. 44:15 What kind of page types would you consider most important to show the UGC content? Like, PDP, for example, of course, but also PDP or more on home pages or content pages? 44:28 I think it depends a bit on the journey and what you want to achieve. Obviously, the PDP is, very important where you can showcase, directly the product being used by a consumer or a micro nano influencer. 44:43 But to I think it's also, you know, where do you see your traffic landing, and where do where do you see the most traffic at that point? 44:51 Home page is also a great, place to inspire and to capture people and to make sure they stay. They don't, immediately leave your website, but you want to increase a little bit, the time spent. 45:05 Homepage can have carousels, for example. Often, a homepage has like, there are three or four sliders or slides. Slides. Already know. Exactly. Yeah. Yeah. But yeah. That's one. 45:15 And PLP, product listing pages, that's a practice as well that is, that is often used to already trigger interest to dig into the product page from the listing page indeed. 45:26 So these are tactics to have and observations to make on your own website. And as you said, particular situation, a website, and an ambition that you have for it. 45:38 Yeah. Thanks. There. Again, number two here. So is it for me, Kiki? 46:13 Yeah. Yeah. Maybe. It's that let's you you wanna start with yeah. Not because I can't see. Yeah. For us, it's actually hugely still, email that is a a very good performer. 46:27 Obviously, the syndication for us, because we're a smaller market, we can leverage from, bigger countries such as France, UK, and you have the auto translate, of the reviews on, the, that you can use on the tool. 46:42 So that helps us a lot as well. When when I started years ago at Bazaarvoice, the post purchase email was taking the reviews. 46:53 So eighty percent, eighty five percent of the reviews were coming from post purchase email and the rest was coming from organic pay organic submission, open submission on PDP, which are more and more closing here and there as we observed. 47:06 What we see is that the the the the percentage of post purchase emails volumes of reviews is decreasing to something like from eighty to sixty percent. 47:16 It's still the main collection method, but its share is decreasing. Why? Because we see apps also collecting reviews. 47:25 We see also different sources like we talked about sampling, which is another type of emailing. It's not the same relationship. And, further, there are also even other tricks to reviews like collecting reviews via your my account or my order space as well where people come in. 47:43 So the the share of post purchase email review is reducing, but still is the main collection source. Post purchase email reviews. Yeah. 47:53 You wanna say something? Yeah. Yeah. I want to add something. I think Bazaar was also, we're helping L'Oreal. It's our bread and butter. We we don't do anything else all day. 48:03 We have full teams who have one main job. They made it their profession, which is collecting, analyzing, and using and distributing reviews. So I think, of course, it's difficult if you are a small webshop owner. 48:14 If you think about every single day, like because we have big brands in in this room, we also have smaller brands or smaller sports brands or some. And I think, of course, then it can be the question like, hey. 48:25 Who's going to do this? Right? Who's going to make sure that all these reviews are collected? I think, what really helps that Bazaarvoice takes away a lot of this work and and works with brands to collect these reviews. 48:36 So, yeah, there are several different methods, but this it is our profession. So, therefore, I think we will we are we have a very high review response rate, we call it. 48:46 So, yeah. We'll we'll help you with that, collecting the reviews. Don't worry. In the interest of time, maybe a final question, if there's a question left. 48:55 Otherwise, we go for a coffee break. Deserved. Well deserved. In terms of the next session, that will dive much deeper into also how the visual UGC is collected, much more into influencers, photos, videos for consumers. 49:12 So, yeah, please, yeah, we'll dive in that deeper. But before we go, big applause for our two speakers.
