Organizing for Digital and Social Media: Metrics, Structure, Culture
Friday, March 26, 2010 from 8:30 AM to 1:00 PM (EDT)
New York, United States
As prestige brands scramble to shift resources from traditional marketing to new media intitiatives, they are forced to confront a number of questions:
• How to set digital goals?
• Where does social media sit in the org chart?
• When to use new forms of data to drive decision making?
• How to measure and incentivize success?
• How to leverage digital resources across multiple brands and business functions?
Through insight, best practices and discussions, the Organizing for Digital and Social Media Clinic will address these tough but important questions and provide actionable tactics to adapt within your company.
FORMAT & AUDIENCE
The day combines keynotes from industry practitioners and brand executives, presentations on measurement and analytics tools, case discussions led by Stern Management faculty, and exploration of best-in-class efforts. The clinic is highly interactive and takes place in a classroom setting with participants encouraged to engage in dialogue. The curriculum is designed for executives and digital, marketing, and human resources managers from brands, agencies, and retailers.
REGISTRATION & BREAKFAST
module 1: THE SHIFT—How to Adapt & Organize
SCOTT GALLOWAY | L2: Welcome & Introduction
SARAH CHUBB | Condé Nast Digital: From Print to Digital
DAVID DUPLANTIS | Coach: From Bricks to Clicks
SHARON NOVAK | MIT: The Impact of Digital on Luxury Strategy & Operations
module 2: CASE STUDY & BEST PRACTICES
SONIA MARCIANO | NYU Stern: Case Study: DeBeers
LANCE NEUHAUSER | phd Network: Measuring Digital ROI
MAUREEN MULLEN & SCOTT GALLOWAY: Who Is Doing This Well
SARAH CHUBB President, Condé Nast Digital
As President of Condé Nast Digital, which she has led since its inception in 1996, Sarah Chubb oversees 26 award-winning Web sites in a diverse range of categories, including several high-profile acquisitions.
Under Sarah's direction, Condé Nast Digital sites have won numerous industry accolades, including nearly a dozen Webby Awards, an ASME award for General Excellence Online, and a PC Magazine award for Top 100 Classic Web Sites. In addition, Sarah has successfully steered Condé Nast Digital sites through many technological innovations and enhancements, including video, mobile features, and numerous multiplatform content-distribution deals. She was also responsible for the development of Epicurious TV the first television program to be spawned from the Web.
Sarah is an industry advocate and pioneer. Under her leadership, Condé Nast Digital became a founding member of the Online Publishers Association (OPA), where she remains a member of the Executive Committee. In addition, she serves on several boards, including those of the Interactive Advertising Bureau (IAB) and New York University's MS in Publishing. She is also a trustee of the Victoria Foundation.
Sarah has been involved in new and traditional media for over 20 years, at Condé Nast's Allure and Vogue, and as a member of the launch teams for Elle and New York Woman. She holds a BA in English and American Literature and Language from Harvard University and currently lives in Manhattan with her husband and two children.
DAVID DUPLANTIS SVP Global Web & Digital Media, Coach
With a successful career in retail, David championed the development of and now leads Coach's Global Web & Digital Media group. He and his team are singularly focused on presenting a compelling global brand experience in all digital media.
For over a decade, David led the North American Retail division's merchandising, marketing, planning and allocation functions. During this time, he helped reposition the Coach brand from a traditional house of leather known for quality and craftsmanship, to a fashion brand with over 3 billion dollars in sales. Before joining Coach, David held merchandising roles within J. Crew and Gap, Inc. where he was credited for rigorously driving businesses.
At home, David is equally challenged and delighted as he and his partner spend much of their time keeping up with, and amused by, their busy and very bold 18 month old baby girl.
SCOTT GALLOWAY Founder, L2
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.
SONIA MARCIANO Associate Professor of Management & Organizations, NYU Stern
Sonia Marciano joined New York University Stern School of Business as a Clinical Associate Professor of Management and Organizations in July 2007.
Prior to joining NYU Stern, Professor Marciano taught Strategy at Columbia Business School and was an Institute Fellow and Senior Lecturer at Harvard University’s Institute for Strategy and Competitiveness. In Chicago, Professor Marciano also was a Clinical Professor of Management and Strategy at Northwestern University’s Kellogg School of Management for eight years, as well as an Adjunct Professor of Strategy at the University of Chicago. Sonia has worked in the consulting, banking and insurance industries, and has taught executive education courses for Ernst & Young and Abbott Laboratories, among others.
Sonia received her BA with honors, her MBA, and her PhD in Business Economics and Industrial Organization, all from the University of Chicago.
LANCE NEUHAUSER EVP, U.S. Director of Digital, PHD
As the EVP, U.S. Director of Digital for PHD, Lance oversees the planning and investment of nearly $400 million in digital media, creating strategies and solutions that leverage the emerging media environments to enhance consumer experience, strengthen brand relationships and relevance, and drive business growth. Under his direction PHD’s digital roster has grown to include more than three dozen clients, including Starbucks, HBO, Hyatt, HP, Vonage, and Discovery Networks.
Prior to joining PHD, Lance was a co-founder and Executive Vice President of Strategy for Resolution Media, Omnicom Media Group’s search marketing specialist. While at Resolution Media, Lance managed over $250 million of search investment and drove client solutions for FedEx, Apple, Lowe’s, Bank of America, Hertz, Dell, Frito Lay, Visa and many more. and vision. Prior to Resolution Media,
Lance worked in a series of strategy and development roles across various digital disciplines including: interactive marketing, web development and telecommunications. He also helped launch new corporate divisions for both Mosaic Data Solutions & RCN. His background in both large and small corporate solutions development, promotional execution, direct marketing and sales has allowed Neuhauser to build successful campaigns for a number of Fortune 500 and brand name companies.
Lance holds a BS in Advertising from the University of Illinois and an MBA with honors in e-Business from DePaul University.
SHARON NOVAK Operations Strategy
Dr. Novak has over ten years of experience providing strategic planning and operations management solutions for luxury retail, private equity, automotive, and electronics firms worldwide, on projects including market entry planning, product positioning, supplier selection, benchmarking and design of staff hiring and training guidelines.
Dr. Novak’s work was cited in the 2009 Nobel Prize in Economics, and her strategic advice has been reviewed and promoted by McKinsey & Company in advising executives on performance improvements.
Dr. Novak received a BA degree from the University of California at Berkeley and a PhD from MIT. Her teaching engagements include faculty and visiting faculty positions at the Kellogg School of Management, MIT, the University of Tokyo, and UCLA. She received the Kellogg School of Management Chair’s Core Teaching Award for 2003-2004 and for 2001-2002. Prior to joining MIT and the Kellogg School of Management, Dr. Novak worked for Los Alamos National Laboratory at its Superconductivity Technology Center; for the Senate Foreign Relations Committee on high tech trade issues, and as a research assistant for the Harvard Business School and the MIT Sloan School of Management. She recently climbed Mt. Kilimanjaro and ran the 100th Boston Marathon.
L2 is a think tank for digital innovation.
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation. Drawing from original research, best practices, and emerging trends, L2 distills this intellectual capital and makes it actionable for our partners.
Please visit us at: www.L2ThinkTank.com
Your message has been sent!
In order to purchase these tickets in installments, you'll need an Eventbrite account. Log in or sign up for a free account to continue.