SOC3: Interdependency of Search and Social to Create Engaging Strategies

Martha Gabriel 
Professor, Martha Gabriel


The audio for this podcast can be downloaded at http://2011.highedweb.org/presentations/SOC3.mp3


 

Announcer: This is one in a series of podcasts from the HighEdWeb Conference in Austin, 2011.

Moderator: OK, I would like to introduce Martha Gabriel. I've known Martha for several years now. She has been presenting at this conference for several years. She is a Red Stapler winner from the past, an excellent speaker and a world traveler. Martha, if you don't know, is from Brazil. And after this stop in Austin, she's actually heading to Japan, to speak in Japan. So we're privileged and honored to have her here today.

And I've seen a version of the speech earlier this year and I think you would really appreciate kind of the insight that Martha can provide on how search and social converge.

So with that, Martha, it's all yours.

Martha Gabriel: It's a pleasure for me to be here. This is the conference of my heart. I have been presenting in HighEdWeb since '90 to '99. Twelve years now and I love to come here.

So I'm going to introduce myself quickly. I am an engineer. I have post-graduation in Marketing, post-graduation in Design, have a master's degree in Art. And then, I finished my Ph.D. in Art also.

I have four books published, last one is this one. I'm going to talk about a little bit about it. Not because I want you to buy it. Because it's in Portuguese; probably you're not going to buy it. But just to let you know what it has to do with this presentation.

I am professor-leader of three Master of Business courses in Brazil , in three universities. I am, actually, in one of the universities, I am a partner of the course. And I use social media to promote the course and the results are shared with me. So if I do good, I earn money. If I do bad, we don't have students. That way, I don't get money also.

So I'm a consultant in digital marketing and frequent speaker in conferences. As Mark said, I travel a lot.

And also, as my patronism in art, I work with art and technology. I have some art works. I was awarded in Florence Biannale Digital Art Exhibition in Italy. In January, I will exhibition in New York.

02:10

So I work a lot. I am a nerd since I was very little. My kids are grown up now so they don't need me and my husband is really cool. He let me do whatever I want. So, this is OK.

This presentation I think is transmedia. We are going to talk a little bit about transmedia in the end. So you can use anything you want. I put some QR codes in some examples. So you can scan QR codes and access the video as I'm talking to you.

And please, use everything you have, especially your brain. So let's think together.

This is my agenda - the context. Let's see what's really, really important now - search and social, social and search; then, a little bit about content and transmedia storytelling.

The context. In the beginning, there was search. I remember that. Everything which is history for others is memory for me. I was there, ever since. In 2000 to 2004, we had the broadband connection and for me, this is the most important thing that happened to us. This is why we are living in the future. Without broadband, we wouldn't have social networks, every person together.

How many of you leave your computer on all the time? You are on all the time, you have four browsers, 70 tabs. And you don't... Yes, we are addicted to that. We were not before the broadband. So there weren't people together online before that. So this is the mark that put us here and then everything had become social.

In this period we are now, social feeds search and search feeds social. I have two books in search engine marketing. And this is very interesting because I have been working in search for awhile now. And in the beginning, you just need to do the codes, It was the most important thing. You are going to see that without a social strategy, you don't have a search strategy anymore. We need to have them both together. .

04:12

The other very important thing we have now in this environment is mobile. I know that mobile is the future. It has always been the future.

Have you seen this picture before? This is from Robert Doisneau, one of the most famous photographers in the last century. This is a lady in the Seine River in Paris. And she's with a typewriter. She wants to be mobile. We always want to be mobile, but we didn't have technology for that,

Today, people wants to access content anywhere, anytime. They don't care about where it is. They just want to do this, where they are, through all the Cloud we have today.

I have some videos here. I'm not going to show you, of course, because we don't have time for that. I have a lot of content to show today. But you have the QR code, you can scan. Or later on, I will put today's presentation tonight in SlideShare. So you can access all the videos, so you can see this later on, OK?

So for me, mobile is the main trend we have now because it leverages all the other trends. For example, we couldn't have real time if we didn't have mobile, right? You cannot be real time if you're not mobile. Mobile transforms us in GPS. All of us are GPS.

How many of you use foursquare here. I am addicted to foursquare. So when I am in a new place and I need to find a restaurant, I use foursquare. I see the tips. If there are ten tips about something, I do those things. I never, never ever eat wrong anymore. I always know which is the best. I'm getting fat because I always know what to do, what to eat. So this is complicated. This is because I have a cellphone.

06:08

The other thing about this cellphone and mobility is, I first think of 'Internet of things'. If I travel and I turn off the roaming, I pay $1,000 a week. Just because my cellphone, my iPhone, keeps talking to the Web.

Search. How many of you are not addicted to search here. OK, you are honest. We are all addicted to search. Everywhere, every place. The only place they cannot search is in the movies, in movie theater. And I get very stressed when I go out. I want to know what's going on there, the people who are contemporary to other people. So we get addicted to search because of the mobile.

Video. Video is one of the main trends we have. This is because of mobile. In bigger cities, people spend... In Brazil, for example, people spend a lot of time in Sao Paolo to go and come back from work - two hours going and two hours coming back. When you have a cellphone, you can access a lot of content and video is the preferred one. I'm going to show you graphs later on. So you should really, really use videos in all your strategies.

Social everything. When we talk we have a cellphone, of course, we can use Twitter and do Facebook and talk to other people. This is social. But then, we're talking here about making things social. The food becomes social. The stars, the places, everything becomes social because of your cellphone.

And also, the cellphone, the mobile things, they are the transmedia transitions links. We go from one media to another because we have a cellphone.

So, the other trends we have now come from this also. You see real time? How many of you are Twitter addicts here? OK, I'm not alone. So what happens is, we receive so many information all the time that the present is getting too heavy. This is "nowism". We don't have time to think about the future, neither the past. So it has changed the way we interact with things, with the way we do things.

08:16

So what does search and social has to do with all these content? You have seen many information. I'm going to give you some more. Twenty-five percent of the first search engine results page for the top 20 brands in the world are links for social media content. This is why social media is the main form of media we have today and we need to pay attention to that.

So the second largest search engine is a social media website, YouTube. The one that is growing fast is Twitter which is also a social media website. So the search and social are together.

This video has this information. Seventy-one percent of people search after seeing an ad. You, you always search when you see an ad and when you like the information, you go after that. How many of you have search strategy connected to all the other strategies you have? Will you have commercial in television, in radio, in magazines, etcetera etcetera? So people go from media to another.

The other thing is the search behavior. When you make a search, Google uses a lot of information from the users to get results. And a lot of these information that are ...Sorry, sometimes my English get difficult and I apologize. Fifty-seven signal that personalize your results and some of them are from your friends who you are connected to. So search needs social to get better results.

10:01

The other thing, those of you who work with search engine optimization know that we have several factors that rank your page, more than 200 actually. And if you see, in the past, we could just do the code. Now, if you sum all the influences of all the factors, social media is more than 35%. What comes from social media is more than that.

I have some cases in Brazil, where we have to put the page up quickly. If you do only the code, it takes sometimes 15 days, 10 days, for Google to pass through that page. And then, I have a lot of followers in Twitter - 22,000 followers. And then, when I tweet something about social media, people retweet very fast. So in one day, tweeting and having a lot of the people clicking on that, we passed it to the first page.

So it's much, much more efficient and fast. Sometimes, people don't optimize the website but they have very good links in social media. So it really works very well.

The other thing is, the SERP of the future. We are going to see the search engine results page more and more 'earned' content.

I don't know, my pointer's not working.

But 'earned' content and less 'paid' and 'owned' that we have today in the middle. So we are depending more and more and more in search on social media more than we do with 'paid' and 'owned' content. They need to work together, OK? I'm not going to talk about marketing here but we always have both owned and earned content. And if you know how to connect them, it's great. And now, we have much more platforms to do that.

11:55

The other thing is, if we see the evolution of SEO, SEO versus SEO 2.0, you'll see in SEO, we were in competition. Now we are going to cooperation. We need to cooperate to get good results. And in the bottom here, we were technocratic. And now, we are emotional. You need to bring people.

So there is a lot of difference between what we did five, six years ago and what we are doing now. We need to embrace social when we are creating search strategies. OK?

I think we could see how search depends on social. Now, let's see how social depends on search. OK, social media marketing is a very important strategy to bring traffic and links to search, OK? But 34% of fan pages traffic comes from search engines. So, social also depends on search to be found, to be connected, to be in our strategy. When you say that, it means that every profile you have, every content you have in social must be optimized for search. This is the how one increases the other, how one helps the other.

For example, if you see a YouTube video here, every time we put some video online, we always think about the title, the description. I have seen so many, many very good videos that don't have description or links. There is a great opportunity to have this optimized and bring traffic to your website.

So how many of you think about the optimization of each content you put online. And this is complicated. It's easier to talk than to really do that. Because the person who puts the video online sometimes is someone that is not connected to your strategy. You need to teach SEO a little bit and social media a little bit to every person who works with you.

14:07

In Twitter, you should pay attention in everything like the description. All the things are important but I'm talking just about SEO, OK? And then, each tweet, you need to optimize each tweet. I don't know how many of you think of the first forty characters in Twitter to tweet and to put the right keywords to be found. If you put that you can be found in Google. So you should talk to people who tweet for you in your university and it's the same for Facebook.

SlideShare. How many of you have a SlideShare strategy? A linkaging strategy? All these platforms, linkaging SlideShare, Twitter, Facebook, all of them together are the best.

How many of you have links in your blog? How many of you have blog here? How many you have the 'Tweet This' button in each post. So if you have this, you are helping people to help you to bring links to you. If you don't have that, many people won't tweet, won't link, won't do that for you. So there is a lot of work. But social media needs this optimization so you can really do better, your performance is better.

OK so far?

So, social, search and mobile are the heart of digital strategies. Does anyone disagree with me that we need to do these three things? OK, they are the heart of our strategies.

What's the blood? What makes the heart beat? What connects all these stuff? Content? Content.

So content is what goes from one to another. When you have a content, it must be thought with social, search and mobile. This is why we're talking about this. Do you want to have engaging experiences? You need to have engaging contents and that are right for the people you are trying to talk to.

Any digital strategy converges to content. Content is what you must pay attention all the time, all the time.

16:15

I'm bringing it to you now. How many of you have seen this research from Morgan Stanley? I'm going to give the link later on. They have really, really good insights. They have analyzed the Japanese market which is some years ahead of us in terms of broadband and mobile to see what is going to happen here, in Brazil and every place in the world.

So let's see something. The evolution of interface - it was text to graphical to touch. Then, the input device - keyboard, mouse and fingers.

But the most important thing is here, for us now at least - device usage. It was content creation. You remember that, we used to create things. Then, communication. But now, it's content consumption. People consume content all the time. So this is the trend. If you have the content, you are going to deliver what they want now. This is the most important thing we do.

The other thing, do you remember, I told you that video must be a very important part of your strategies? Look at this, 2014, the predictions are that 69% of online consumption of content is video. How many of you have video strategies?

OK, every time I start a new strategy in video with my class, the first thing they want to do is to talk about themselves. So don't talk about yourselves. Talk about what people wants to. I have some very nice tips about how to create a simple video. It's in Portuguese, I'm sorry. I will try to translate it for you. This is a video and I put subtitles in a five-minute video. You can share this in your university and everybody will know what they really don't need to do in a video that is really attractive to be spread on the Internet.

18:13

The complete research is here. So you are going to have this presentation. So you can check all the slides. They are very, very interesting. I recommend you check that.

So, if content is the most important thing here to connect to everything, then what is content? Content is pretty much everything. Content is the conceptual sense of something - idea, work, thought, the situation, etc. And it can be embedded in any kind of language or media. So everything can be a content.

So open your mind. Don't think of content only like video, text, music and books. An event can be content. I'm going to show you some examples of flash mob. Do you know flash mobbing? Do you like flash mobs? There are some flash mobs. For young people, this is really, really attractive. I have seen videos of some flash mobs several times because I teach; I use them. And every time, they get emotional again and again. So it talks to my heart. If it talks to my heart, it's a content that other people really like to spread and talk about.

A problem we have with content now is that we have so many platforms. My books covers all these platforms. Besides that, we have all the tradition platforms. So everything's all together. One thing, people are very, very interested now in mixed reality, mobile, social network, search, brand, content - these kind of things.

I give three presentations a week in Brazil about that. And I always keep saying, "If you don't have these pages and name display - you are spending money here for nothing because people cannot be here and find what... This is like spending money to invite people to your house and then your house is dirty, the food is bad and everything is terrible. This is what we are doing. We are spreading the news and calling people and we don't have good content. And then, people go away, they don't stay with us because our site sucks.

20:17

In Brazil, we have a research for an association of media companies and 80% of websites there are bad. My site is bad. OK, I say that with pain in my heart. How many of you can raise their hand and say that you have a great website?

Wonderful. Two, three people.

[Laughter]

I feel very comfortable because I am in the same situation.

And how many of you have mobile site? OK, and people are starting using mobile all the time.

The best way today to find your audience is to be found by them. And then, when they find you, what do you give to them? Good experience or bad experience? Most of us give bad experience, OK? I think this is the reflection we must have here.

The other problem is, we have real time. And real time causes a very, very important problem that is 'attention economy'. We don't have time to pay attention on everything. So what happens, we are time-less. What do we pay attention to? What is relevant?

Have you played "Where Is Wally?". There is this game here in the United States. I think there is, yes. So you find Wally because you are looking for Wally. Otherwise, you are not going to find Wally there.

So relevance is the thing that calls people to our website or social strategy or anything. What is relevance? Is it the same as importance? Yes or no? Who has kids here? Is there anything more important to your life than your kids? Why are you here? You are not there.

22:12

So relevance is something important in time and space in that context. So you can take care of more important things in your life. So content and context generates collaboration which fuels the social media and all the strategies.

Relevance is magnet for attention. Who of you have been searching on the Web and found the website in Japanese, for example? I don't speak Japanese, OK? Which is the first word you read? The English button, because this is the only thing which is relevant for you. So relevance calls our attention.

So how can our content be relevant for an audience? What do I need to do to have that relevant content? There is a guy here that can help us with that. It's Napoleon. He conquered almost half of the world. So I think he knew how to really understand people. "There are two levers for moving man." There are two levers, two things that you do everyday, otherwise you don't get up from the bed.

Does anyone know what they are then? Everything you do in life is because of these two things - interest and fear. Interest and fear, OK? If you know the interest and fear of a person, you dominate this person. You know how to talk to this person.

For example, love. All marital love is really, really an amazing thing. Yes, you are interested on that feeling or you are afraid of losing that. Religion, you are very interested in going to heaven or you are afraid to go to hell. Otherwise, you don't care much about religion.

So, you wake up this morning and you say, "I'm going here because I'm interested." Otherwise, "I'm going to get fired." So you always have interest or some kind of fear. Knowing that, if you give interesting content, you are going to attract people.

24:14

Did you know that the first branded content in the world was Popeye. Popeye was... How do you say that in English? An association of farmers have hired a person to create a character who uses the spinach to make it strong. All the kids love this cartoon. So it's much easier to make them like something, like spinach and cartoons, than all the days you say, "Eat spinach. Eat fruits. Eat etcetera." So this is a good way to do that in a content that kids like.

We have this, 007, Sean Connery sells watches and cars. Ladies, you don't know what car this is or what. But the men, they all know. They always say, "This is double 0 car." "This is double 0 watch." Because from the beginning, they love 007.

Can fun change behavior? I don't know how many of you know the fun theory? Does everybody know or doesn't? No?

I'm going to show you this example which I think is fantastic. I have three or four videos like this. The idea here is, they needed to collect empty bottles for recycling in a bunker in a neighborhood. And people don't use to go there. And in days they are lazy, they don't like to go there and give the bottles.

Then, they did this. This is a game. I'm going to show you the video. It's better than me talking in bad English. So you can see best.

26:27

I'm sorry. It was open here but I...

[Video Clip Insert]

28:06

Martha Gabriel: So we can use the fun things to change behavior. And there are several examples like that. I invite you think about your problems - we have problems everyday with very difficult things like changing behavior or things people don't want to do - in a better way, in a fun way.

So how can our content be relevant for audience interest? Interest and fear. I prefer not to talk about fear. It's better if it's interest and not fear.

So the problem is not we must only have good content. We also must have content that would be visible, accessible, available to the right people, in the right moment, in the right device anywhere. This is a challenge.

So how can we do that? Relevance to attract, multi-platforms to make available and visible, search optimization to be found, and transparencies to avoid crisis.

We are going to have another crisis later on. I've been looking forward to see that.

We need all that. The best way, I think, to impact people using all these things in a very chaotic environment, where we're so connected with a lot of information, is transmedia storytelling.

I don't know how many of you had been studying transmedia storytelling. But transmedia storytelling is you use more than one media to deliver a message in a way that each media contributes with each strength and not repeating the same message but completing the other message. So in this sense, more people participate. You engage people in a way that you create a community around this message.

One good example of that is the Matrix movie. How many of you have seen the cartoons, Matrix cartoons which were the first? How many of you have seen the Animatrix, the animation? Then, the movie, everybody saw, OK? And then, the game. How many of you have played the game?

30:05

So he is the one hippo, the only one who did everything. But most of us, we just did some parts. But then, we are connected to this all. We are a part of this community that talks about Matrix. So the idea is, to create these kind of things through our content. Each platform contributes a part of the message and then we have our conversation altogether.

This is the essence of the 360 Marketing. You have studied that probably, that we need to be present in every moment with our consumers. And our students are our consumers, of course and we must be there. I love to say this, your strategy is as good as the content it produces.

Sometimes I ask people, "Have you searched yourself online? At Google?" "Yes." "What did you find?" If you only find when you passed the university or something like that, you are nothing. If there is nothing about you, you are nothing. If there is good thing, you probably are good. If there are bad things, take care because this is what people see about you. So you are the content you have online. Of course, you need to improve that.

Some good examples on how to create stories and how to create transitions between all things which improve social and search, and even using mobile. I like very much the integration of on-and-off. I hate it when people say digital marketing. Digital marketing doesn't exist actually, because we need to focus on people and what they want determines the platform. Not only digital, usually the best experiences connect on and off. This is just one line.

So this one is a summer camp in Israel last year. They put a RFID tag in each student. Sorry, not student, but young people. And they had a lot of activities. And imagine that they got a massage and they liked it. And they went here and give a 'Like' to the massage's thing in Facebook.

32:16

So in the evening, all the students that liked the massage or anything, they go there and create a community to talk about the massage. And the next day, they meet in the camp to talk about other things. So they create a connection between on and off using these kind of things and telling stories that goes beyond. Coca Cola made it last year.

The other thing is, social like, you can really put 'Like' buttons everywhere. I have several... I dislike 'Like It' because I think we should have the 'Dislike' button also and the other buttons. I have several problems with 'liking'. But anyway, we need the 'Like' things for our strategies. You can make it social. So here, you can give a 'Like' to a tennis shoes using QR code and other things where people are using that.

Reviews, we are using this for reviews. So you are connecting food here or places here with communities online. Have you used the stickybits? Stickybits is a start app that Pepsi used last year, that you can scan any linear code, have bar code in food or anything. And then it create extensively a community. The next person that comes see what you did there and you connect around the product, around the brand, around the people. It's really interesting. You can try for free on your phone.

This is my book. T his is why I brought this. This book, I launched in December last year. When you go to the bookstore, there is a QR code on the cover. So you can the QR code before you buy it. And you go to the search book index. And you can find anything you want, in which page it is, so you can check before you buy.

34:08

The other thing, I put a one-minute video with myself saying, "This book has four parts. In one, you'll find this, and that and that." This is why it's important. So in two months it was sold out. And my editor printed it twice already using that.

Inside the book, I have about 150 examples of videos saying things to people, and links. I put the QR codes so when you are reading the book, you just scan and see the video when you are doing that. Or go to the links. You don't need to be there or here. You need to have a good experience between contents. So this is a much richer content than what you have before.

If you want to spread contents - posters, information. This is one I gave here in HighEdWeb some years ago. And I put a QR code in 2008. Few people knew QR code then. And then you could download my poster in your cellphone and spread it. It was really, really well spread. Because I gave you opportunity to spread and create a community around that, OK?

The other thing is, you can communicate outside of the boundaries, outside of physical limits. This is a building in Japan. Japan is the country that most uses cellphones now. And they put QR code, dynamic QR codes, on the facade. And they announce the promotions and everything they have inside.

And there is an augmented reality application for iPhone where you can see what people are tweeting inside. So it's transparency because if there was cockroach inside, someone is going to say, "There is a cockroach here." So this is good but it can be bad if you don't have a good content.

The other thing, I love this. The weather channel puts QR code so you can download the application in Android and on your cellphone.

36:05

When you get the people to have your application on their phones, they love you. You are part of their lives. Because the cellphone is part of you. If you lose your cellphone, in 15 minutes, you know that. But if your kid is kidnapped, it takes three hours. So we are much more connected to that than any other thing in life.

People who has smartphones, they work 250 hours more a year, access 30 minutes more than other people a day. Sixty-nine percent check the smartphone before anything else in the morning. Twenty-nine percent wake up in the middle of the night to check email. So the same with those with marriage problems. And also, 92% of people don't stay more than one meter far from their cellphones. Even when they're taking a bath, they put that to seats popping messages and these kinds of things.

So this is a very, very personal connection. So if you put something there, it's very, very important.

The flash mobs? First of all, if you're going to do that - these are great for students - but please, please, record that. Have that very, very well-documented so people can spread that. I have seen so many great flash mobs that were great in the moment, but then you cannot spread it because it was not properly recorded. So do that and you're going to see it spreading.

And people take picture content. Your content generates more content that goes to social media, that improves your search strategy.

There is a case in Brazil. In one of the universities I am connected to, they created a Facebook application which costs around $1,000 something like that, very cheap. And this application was for people to elect the most popular student in the university.

38:15

What do you think happened? Each student started to promote themselves to family and friends and every person. In one month, they got thousands of visits. But what is more important, people got to know the university and how they are and things that are there. And hundreds of new prospects came out of this very, very simple election. So small things can do great results when you know what people want and what people really care to do.

Those of you who wants to study a little bit more about transmedia storytelling, especially about storytelling, I recommend this book. This is the basis for several great stories we have, like Star Wars, etc. Joseph Campbell was a person who studied a lot about this kind of - so I don't know the name in English - but all these hero type and this kind of things.

And the other one that is more of our time, the "Convergence of Culture" which is really great for understanding the situation and how we are and how we can leverage that and change the whole of our students.

And to finish, I'm going to show you that Confucius knew very well what transmedia storytelling was 450 years before Christ. "Tell me and I will forget." Everyone here knows that. "Show me and I may remember; Involved me and I will understand." So if you involve people, probably they are going to come to you. And then, it's easier to have any kind of strategies and technology gets much more like a thing to improve than something we must pay attention.

40:01

So these are my contents. I'm going to put this presentation on SlideShare tonight.

And I think we have five minutes for questions. And I'll be glad if I can answer some of you. So thank you very much for your attention. And sorry for my poor English. Thank you.

[Applause]

Moderator: Questions from anyone?

Audience: We don't.

[Laughter]

Audience: 20%.

Moderator: Here we go.

Audience 1: My question is, if you have any tips or insight on how to optimize your YouTube channel.

Martha Gabriel: Yes.

Audience 1:We find our channel, we can't get it to show up on YouTube search. We can't get it to show up on Google Search. Our videos are fine but our channel is not.

Martha Gabriel: Actually you need to optimize all the videos also so you'll have the whole thing. And also, the title, the description, the tags. And also, if you can... I don't know if you do that already - to have the transcription of all the text because the YouTube video are not searchable in search engine. But if you create the text and the transcription, it's searchable in Google and inside of it also.

In English, you are lucky one, because if you go to YouTube, in the part where you have the statistics, there is a tool for you that will just do the transcription. Then you go there and you just correct some things, because sometimes the transcription is not that OK. And then, you publish that.

42:03

If you do that, your video will start to be much more searchable any other video. But it takes work. You need to do this for every video that you want to be more relevant in these things.

Also, as it is a transcription, you can really put some words in places, bold the words that you want. So imagine that person said something like 'digital course'. And the correct would be, for you, 'digital media courses'. You could put this in the transcription. It would complete what the other person said in the video.

I recommend that you create policies and guidelines for each content you put online. For example, for you to be... If you want I can share. I have a lot of materials on that. For Facebook,why you should pay attention on Facebook ranking more than Twitter, SlideShare. Link in SlideShare are important, too.

If you want, this is more technical. It would require one presentation for each kind of content. But with pleasure, I can share with you all of these tips. So you go after this optimization and then it's better in the channel and also in Google Search, or Bing or Yahoo!. It doesn't matter.

I don't know, how about you, but for some years now, I have a head of keywords. Everything I do, I think about optimizing that, which words should I say. After Twitter, I am even more stressed because I want to say it correctly and very short. I am always thinking about ways of saying things in a better way.

43:50

So it's good that I think for our brand in every detail. The problem I have seen, you probably have the same, all the clients I have, all the universities where I work, in some of them, I give consultation for free. I work there, so "Let's do this, let's do this." It's very complicated because other people don't have this head of doing that.

And they keep doing things in the old way. If you have a hammer head, you'll only see nails, nails, nails. You don't see the other things. This is complicated.

So if you want, I can send you more technical details of each one of these platforms. Just email me, and it would be a pleasure.

Thank you. Anyone else?

Moderator: Any other questions? If not, I'd like to thank Martha for her presentation.

Martha Gabriel: Thank you. Thank you. Thank you very much.

[Applause]

Moderator: Mr. has pointed out to me that in the program, this label was mislabeled. This is Session Soc3. In the program, it says Soc2. So this is Soc3. Robin will be collecting and looking for your evaluations in the back. We appreciate you filling it out.