00:12 Jen Rubio: I think it's important to remember that social media is social and it's at its best when you're tying offline experiences into these online conversations. For example, Warby Parker has a Home Try-On program where we ship five pairs of glasses, and in that box that comes with it, we encourage people to share on Facebook, Twitter, Instagram the photos of their glasses to get feedback. Last year, there were over 20,000 photos posted on our Facebook wall, and this year this is something we're expanding to video content. It really creates user-generated content for your brand in a natural, organic way. People love trying on their glasses and sharing that with us instead of forcing it in a way that other brands do, such as a contest or incentivising them. And I think, whether you're doing events, or you have services, or you're selling a product, it's really important to think about all the points in the customer lifecycle where a user can interact with you on social media, and where they can generate content, and to encourage those naturally.