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The Social Graph: Europe

L2 Social Graph: Europe

L2: Business Intelligence for Digital

Monday, November 21, 2011 from 8:30 AM to 2:30 PM (CET)

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Event Details

L2's inaugural event in Paris will probe the underpinnings, platforms, and best practices of social media in Europe.

Social Media has shifted marketing from brand-controlled, one-way communications into collaborative dialogues with—and among—consumers. At this intensive, executive Clinic, academics and industry professionals will probe the opportunities, challenges, and underpinnings of social media programs in the prestige market. Held in Paris, this Clinic will enhance participants’ fluency in brand-driven social media efforts through a series of sessions with a balance of theory and industry case studies. Content will be presented in English.


The L2 Social Graph: Europe will provide a framework for thinking about the overall opportunity in Europe for prestige brands and will explore the key digital players and strategies that lead to success.

Tickets are 1 495,00€  (includes 19,6% VAT - Taxe sur la Valeur Ajoutee). The clinic will begin at 8:30am and will be followed by a lunch from 1:00pm–2:30pm. 

For registration and tickets, please email Catherine@L2ThinkTank.com or visit http://www.weezevent.com/L2-Clinic-I-The-Social-Graph-Europe.



This Clinic will bring together thought leaders from academia and industry, who will contextualize Europe's unique social media landscape and the opportunity for luxury brands.


Content will focus on best practices and emerging trends, culled from L2's industry-leading research, as well as first-hand expertise from Internet platform operators and social media professionals "on the ground" in Europe. 


To learn more about L2, click here.



Content is curated for an audience of global prestige brand executives and digital marketers. Attendance is by invitation only, and priority is given to L2 member brands, brands, and students/academics.


8:30  registration 
9:00  module 1
  Welcome & Opening Remarks
  The Social Brand: Integrating Social Media Into How You Do Business
  Word of Mouth Marketing
KRISTINE DE VALCK  Associate Professor of Marketing | HEC School of Management
  The Social Media Landscape
DELPHINE GATIGNOL  VP Sales France & Belgium | comScore
  Facebook & Prestige Brands
  Managing Director Europe | Buddy Media
11:30 module 2
  Social Shopping
LLOYD SALMONS  Co-Founder | Outside Line
  The Art of Social Storytelling
MATTHIEU CHÉREAU  Founder & CEO | Tigerlily
  What Digital Means to Luxury 
LAURENT MALAVEILLE  Global Head of Digital, CRM & E-Commerce | Clarins Group

Introduction to the Digital IQ Index: The Top Eight Digital Programs in Prestige
MAUREEN MULLEN & COLIN GILBERT  Research & Advisory | L2

13:00 lunch

Speakers  Full list of speakers to be announced

Luca Benini

 LUCA BENINI  Managing Director, Europe | Buddy Media

Luca is a digital media executive with more than twelve years of experience, nine of which with a pan-European scope and focus. Prior to joining Buddy Media, Luca was global digital measurement firm comScore's third employee in Europe and was instrumental to the development of the company's sales, client service, and account management teams.

With full responsibility of the European sales and client relationship management teams, Luca managed clients ranging from all major agencies and brands to top publishers and advertising networks.

Matthieu Chéreau

 MATTHIEU CHÉREAU  Founder & CEO | Tigerlily

Matthieu is the founder and CEO of Tigerlily, a leading European company that helps fortune 1000 companies manage and optimize their social marketing strategies. Matthieu is also the author of the book Community Management, which is a best seller in France and Italy.

Before Tigerlily, Matthieu has been a research assistant at the French Ministry of Culture and Google; and the CEO of a leading interactive agency.

Recognized as a thought leader on digital media and social marketing, he speaks at top Universities (HEC, Sciences-Po, La Sorbonne) and Conferences (Electronic Business Group). He has been interviewed by TechCrunch, LCI, Libération, Le Journal du dimanche, Stratégies, Challenge, l’Expansion, BFM Radio, and Le Journal du Net among others.

With Tigerlily, Matthieu has won many awards, including a silver Award at LeWeb and was a TechCrunch Europas and Seedcamp finalist.

Kristine de Valck

 KRISTINE DE VALCK  Associate Professor of Marketing | HEC School of Management

Kristine de Valck is an associate professor of marketing at HEC Paris. She earned her PhD degree at RSM Erasmus University with a thesis about the knowledge and friendship networks in virtual communities of consumption. Her research focuses on online consumer networks, consumer tribes, and the role of the Web 2.0 in co-creation, marketing, and market research. Specifically, her expertise relates to group dynamics, natural and synthetic (i.e., firm-generated) word of mouth, as well as the use of consumer-generated content for business development and marketing. At HEC, she has developed a course about social media marketing communications in which she cooperates with companies to offer students a real life case. Her work has been published in the British Journal of Management, Decision Support Systems, Finanza Marketing e Produzione, and the Journal of Marketing. She has also contributed to various edited books.


Delphine Gatignol

DELPHINE GATIGNOL VP Sales France & Belgium | comScore

With an extensive experience in the field of marketing research spanning over 10 years, Delphine is a veteran in the web analytics and web measurement market. Before joining comScore as vice president of sales for France & Belgium, Delphine worked at TNS Theatrical Entertainment Services (TES), a member of the TNS Group (now Kantar Media), where she managed international sales and operations.

Previously, Delphine honed her research expertise and client relationship skills as international sales manager for TNS Secodip (now Kantar Media Intelligence), where she oversaw Pan-European ad tracking and developed an online ad tracking service in Europe. During her time at TNS Secodip, Delphine consulted with clients in the media and advertising industries, including BBC Worldwide and CNN.

Scott Galloway


Scott is the founder of L2, a think tank for digital innovation, and clinical professor of marketing at the NYU Stern School of Business where he teaches brand strategy and digital marketing. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested over $1 billion in U.S. consumer and media companies.

In 1997, he founded Red Envelope, an Internet-based consumer gift retailer (2007 revs, $100mm). In 1992, Scott founded Prophet, a brand strategy consultancy that employs over 250 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under age 40 “whose accomplishments have had impact on a global level.” Scott has served on the board of directors of Eddie Bauer, The New York Times Company, Gateway Computer, and Berkeley’s Haas School of Business.


Colin Gilbert

 COLIN GILBERT  Research & Advisory | L2

Colin served as the research lead for L2's study of 87 magazine brands released this past summer. Prior to joining L2, Colin served as a principal at the Civitas Group in Washington D.C., where he helped lead advisory engagements for a range of clients spanning technology start-ups, defense contractors, and government agencies. While at Civitas, Colin specialized in matters pertaining to cloud computing, cyber security, and online privacy. Colin received a B.A. in history from Stanford University and an M.P.A. in public and economic policy from the London School of Economics. While completing his graduate studies abroad, he worked with Accenture to construct case study material demonstrating the versatility of the firm's Public Service Value (PSV) methodology.

LAURENT MALAVEILLE  Global Head of Digital, CRM and E-commerce  | Clarins Group

Laurent runs the digital and CRM activities of Clarins Group, a private cosmetics group with revenues estimated at 1.6 billion US dollars, which brand portfolio includes CLARINS (the #1 high-end skin care brand in Europe), and a range of world famous prestige fragrance brands such as Thierry Mugler, Azzaro, and Swarovski Beauty.

Prior to joining Clarins, Laurent worked both in the luxury goods industry (LVMH Group, Dior, eLuxury.com) and pure play e-commerce (Pixmania.com). He played a key role in introducing digital innovations to the luxury goods industry, in particular e-commerce (in the US: eLuxury.com, late 90’s; in Europe: Dior in 2005).

Laurent also served as a management consultant with McKinsey, and more recently with his own firm.

Maureen Mullen

 MAUREEN MULLEN  Research & Advisory Lead | L2

Maureen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment benchmarking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in human biology from Stanford University and an M.B.A. from NYU Stern.

Lloyd Salmons

 LLOYD SALMONS  Co-Founder | Outside Line

Lloyd co-founded the social media agency Outside Line back in 2000. Since then Outside Line have been busy building campaigns and communities for global brands including Diesel, Budweiser, and Virgin Galactic.

Prior to this he was responsible for setting up the international new-media marketing network at EMI, working across campaigns for artists such as The Beatles, Queen, Blur, Gorrilaz, Radiohead, and Robbie Williams. These campaigns pioneered online music marketing techniques and won a variety of awards and accolades for digital marketing.

Lloyd has also been chairman of the IAB Social Media Council helping to put his experience in to ensuring best practice across the industry.

Have questions about L2 Social Graph: Europe? Contact L2: Business Intelligence for Digital

When & Where

Palais Brongniart
28, place de la Bourse
75002 Paris

Monday, November 21, 2011 from 8:30 AM to 2:30 PM (CET)

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L2: Business Intelligence for Digital

L2 is a subscription business intelligence ("BI") firm focused on digital innovation.  L2 was founded on the notion that digital competence is inextricably linked to shareholder value and that ongoing BI can replace episodic consulting engagements with actionable insights at a fraction of the cost.  


The L2 Digital IQ Index is the globally recognized benchmark for digital performance of consumer brands.  L2 collects more than 850 data points across four dimentions (Site & E-Commerce, Digital Marketing Social Media, and Mobile) and has assembled the largest data set to-date to diagnose brands' digital strengths and weaknesses relative to peers.  


Please visit us at: www.L2ThinkTank.com

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