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L2 Social Commerce Clinic

L2: Business Intelligence for Digital

Friday, October 15, 2010 from 9:00 AM to 1:30 PM (EDT)

Ticket Information

Ticket Type Sales End Price Fee Quantity
All Professionals Ended $1,000.00 $49.95

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Event Details

The explosion of social media and portable smart devices—combined with the sheer quantity of time consumers spend online—means brands have more occasions than ever to “be” where their customers are and turn browsing into buying. However, results of L2 Digital IQ Index® studies in the Luxury, Beauty, and Specialty Retail sectors reveal that few prestige brands have achieved “Genius”-level competence in online commerce. While many have adequate e-commerce-enabled sites, few have evolved beyond to integrate mobile, geo-targeting, and social platforms into their sales efforts.

The Opportunity: Online commerce is projected to double by 2014, and nearly half of offline revenue is influenced by online programs.

The Challenge: Many brands are grappling with how to use 2.0 platforms to drive sales.


The Social Commerce Clinic is a half-day, intensive workshop that explores how brands can use their online properties to influence purchase decisions and increase sales. The objective is to give participants tactics, tools, and best practices for using social media, mobile, geo-targeting, email, SEO, and their own sites to make consumers more likely to transact online.

Format & Audience

The clinic is highly interactive and takes place in a classroom setting. Participants are encouraged to engage in dialogue. The curriculum is designed for executives and managers from prestige brands and agencies who will benefit from greater knowledge of social commerce’s new tools, trends, and best practices.


9:00 module 1: From Social Media to Shopping Cart

Driving online & offline sales through 2.0 platforms

SCOTT GALLOWAY |  Founder, L2: "Introduction: Social and the Move to Commerce"

FOSTER PROVOST | Professor, NYU Stern: “Social Targeting for Privacy Friendly Online Advertising"

TOM PHILLIPS | CEO, Media6Degrees: "The Digital Embrace: How to Turn Prospects Into Consumers With Data"

PETER HORAN  |  Executive Chairman, Halogen Network: "Distributed Branded Content for Commerce"

10:45 BREAK

11:15  module 2: The Innovators

The people and companies charting new territory in social commerce

CAM BALZER  |  VP of Marketing, Threadless: "Lessons Learned from 10 Years of Crowdsourcing"

JOHN CAPLAN  |  Founder & CEO, OpenSky: "Relationship Commerce: The Power of Trusted Networks in Driving Commerce"

ADAM LAVELLE  |  Chief Strategy Officer, iCrossing: "Building a Connected Brand: Using Social Engagement to Drive Actions and Transactions"

MAUREEN MULLEN & SCOTT GALLOWAY  |  L2: “Who Is Doing This Well?”



Speakers Full list of speakers to be announced.

Cam Balzer Headshot

CAM BALZER  VP of Marketing, Threadless

"Lessons Learned from 10 Years of Crowdsourcing"

Cam spreads Threadless love across the interwebs and beyond, eradicating pockets of Threadless-less-ness everywhere. At Threadless, Cam restlessly explores unconventional ways to use new and old marketing and social channels. Before joining Threadless, Cam abandoned doctoral studies in English literature at Northwestern University to run the public website for Baxter Healthcare, to architect the website and online marketing program, and to build social and search marketing practices at Performics, a serially-acquired online marketing agency. Cam lives in Evanston, IL with a family of artists. Cam blogs infrequently at and rebroadcasts @threadless marketing tweets at @webcite.

John Caplan Headshot

JOHN CAPLAN  Founder & CEO, OpenSky

"Relationship Commerce: The Power of Trusted Networks in Driving Commerce"

John Caplan is the founder and CEO of OpenSky, a new open platform where social media meets commerce to create a new way to shop, buy and sell. OpenSky gives anyone with an audience –bloggers, editors, celebrities, social media mavens—the chance to discover amazing products and effortlessly sell those products themselves. By making tastemakers into e-tailers, OpenSky is creating relationship commerce -- a way for shoppers to make purchases directly from people they already know and trust.

OpenSky was founded in May 2009 and has raised $11 million from Highland Capital, Canaan Partners and Ron Conway.

Prior to starting OpenSky, John was the Chief Executive Officer of Ford Models. He joined Ford Models in September 2002 with the objective of expanding Ford’s worldwide operations. In five years, he successfully rebuilt the agency, tripling its size and value while expanding its offerings to include Ford’s artist divisions and an innovative digital media business. He then sold the iconic company to a private equity investor in December of 2007.

During the late 1990s, John served first, as CMO of, where he was responsible for the growth and development of the brand and pioneering site. He then served as President of the About Network before selling the company to Primedia in 2001 for $500+ million.

His early experience includes leading the strategic development and marketing for the launch of the Arizona Iced Tea brand and overseeing regional marketing for Starbucks Coffee Company. He graduated from the University of Rochester with a B.A. in English, and lives in NYC.

Caplan is a member of the Board of Directors of a Spark Capital backed video content and syndication company. He is also on the Board of Directors of Ford Models.

Scott Galloway Headshot


"Introduction: Social and the Move to Commerce"

Scott is the founder of L2, a think tank for prestige brands, and Professor at the NYU Stern School of Business where he teaches brand strategy and luxury 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, the premier Internet-based consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs over 100 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 serves on the board of directors of Eddie Bauer, The New York Times Company, eco-America, and Berkeley’s Haas School of Business.

Peter Horan Headshot

PETER HORAN  Executive Chairman, Halogen Network

"Distributed Branded Content for Commerce"

Peter C. Horan is the Executive Chairman at Halogen Network, a media company helping prestige brands engage with valuable consumers. He was formerly CEO of Goodmail Systems, Inc. and IAC Media & Advertising, where he oversaw IAC Advertising Solutions as well as Evite, Pronto, IAC Mobile, and Ask Sponsored Listings, and CEO of, Inc. Under his leadership, achieved accelerated site performance and led the development of a new publishing platform for small businesses.

Peter also served as CEO of, where he pioneered the company's turnaround and led the sale of the property to the New York Times Company in 2005. At International Data Group he spearheaded relationships with top advertisers, and prior to that Peter send more than 15 years in senior roles at leading advertising agencies, including BBDO and Ogilvy & Mather.

Peter has keynoted many internet industry events and is on the board of directors of the Interactive Advertising Bureau. He was formerly on the board of directors of the Online Publishers Association.



"Who Is Doing This Well?"

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 bench- marking 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.



TOM PHILLIPS  CEO, Media6Degrees

"The Digital Embrace: How to Turn Prospects Into Consumers With Data"

Tom Phillips is President and CEO of Media6Degrees, the leader in harnessing social graph data to drive advertising performance for large marketers. He has spent the last twenty-five years creating and managing innovative media and technology properties. 

Phillips was founding publisher of Spy magazine in 1986, the original media chief for Starwave Corporation in 1993 (creators of,, and, and CEO of in 1998. He was subsequently a venture partner at Insight Venture Partners.

In 2006, he joined Google and managed Print Ads and the DoubleClick integration before establishing the Search & Analytics team to pioneer new uses of Google data on behalf of major advertising clients.

Phillips holds a BA in applied mathematics from Harvard and a MBA from Stanford. 



















Foster Provost Headshot

FOSTER PROVOST  Professor, NYU Stern

"Social Targeting for Privacy Friendly Online Advertising"

Foster Provost is Professor of Information Systems and NEC Faculty Fellow at New York University's Stern School of Business. Professor Provost studies data mining, machine learning, social network analysis and their alignment with business problems. He has won several awards, including the 2009 INFORMS Design Science award for social network-based marketing, IBM Faculty Awards for outstanding research in data mining and machine learning, a President’s Award from NYNEX Science and Technology, Best Paper Awards from the ACM SIGKDD conference, and awards in SIGKDD’s annual KDDCUP data mining competition.

Professor Provost’s research focuses on the issues involved with aligning data mining technologies with real-world problems. Currently he is focusing on mining social-network data, such as networks of consumers, where the connections can be important for predictive modeling. He also is focusing on economic considerations in data mining and machine learning; technical strategies may change when cost and benefit information is taken into account. Professor Provost has applied data mining technologies to a variety of business problems, including on-line advertising, fraud detection, network diagnosis, targeted marketing, counterterrorism, and others.

Professor Provost recently retired as Editor-in-Chief of the journal Machine Learning after 6+ years. He is a member of the editorial boards of the Journal of Machine Learning Research (JMLR) and the journal Data Mining and Knowledge Discover. He was elected as a founding board member of the International Machine Learning Society. He advises businesses and U.S. government agencies on policy and investments in data mining research, and on practical issues in applying data mining and machine learning.

Professor Provost has a B.S. from Duquesne University in Physics and Mathematics and an M.A. and Ph.D. in Computer Science from the University of Pittsburgh.


ADAM LAVELLE  Chief Strategy Officer, iCrossing

"Building a Connected Brand: Using Social Engagement to Drive Actions and Transactions"

As Chief Strategy Officer, Lavelle delivers leadership, strategy and innovative ideas to iCrossing teams, while driving the development and delivery of iCrossing's service and technology offerings to create comprehensive digital marketing programs for the company's Fortune 500 client-base. Lavelle has more than 15 years of interactive expertise helping clients succeed online, with senior positions at, iXL/Scient, Digitas, and The Internet Group, where he led the first launch of Lavelle has a B.A. in Classical Studies and Creative Writing from the University of Pittsburgh. He speaks at numerous industry events, including SXSW, Web 2.0 Expo, Adweek’s Social Media Strategies Conference, ad:tech NYC, Pluck 2008 Socialize Conference, StarVest Partners, SES Chicago, and keynote speaker at Infopresse Search Summit, among others.

Have questions about L2 Social Commerce Clinic? Contact L2: Business Intelligence for Digital

When & Where

44 West 4th Street
New York, 10012

Friday, October 15, 2010 from 9:00 AM to 1:30 PM (EDT)

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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.  


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