This half-day clinic in NY will look at how prestige brands can capture data and integrate customers into an ongoing and direct relationship through effective use of social media. Topics will include the current state of social media and how to use big and little data for direct or indirect Customer Relationship Management. Speakers will include representatives from social luxury startups, legal experts, academics and creative CRM experts.
Format & Audience
The Clinic will take place in a classroom setting with a curriculum designed to increase a manager's proficiency in, and understanding of CRM.
||REGISTRATION & BREAKFAST
|9.00||Module 1: State of Social Media
SCOTT GALLOWAY | Professor of Marketing, NYU Stern: Classroom Moment: How Brands are Built
|MICHAEL LAZEROW | Chief Marketing Officer, Salesforce Marketing Cloud: The 7 Attributes of Customer Centric Firms
SINAN ARAL | Assistant Professor, NYU Stern & Affiliated Faculty, MIT: Social Contagion
|10.30||BREAK - Lunch will be served
|11.00||Module 2: Big Data (Direct CRM)
| E. CRAIG STACEY | Research Director, The Center for Measurable Marketing, NYU Stern: Case Study: How Consumer Brands Are Using Twitter and Facebook to Inspire Action
|SONIA SAHNEY NAGAR | Co-Founder & CEO, Pickie: App Demo|
|12.10||Module 3: Small Data (Indirect CRM)|
STEVEN ROOSA | Co-Chair of Privacy and Data Security Team, Holland & Knight; Fellow, Princeton University: Mobile Privacy and Monetization: Risks and Opportunities in the Era of Networked Data
| ANDREA DERRICKS | Research Lead, L2: Who is Doing This Well
Founder | L2
Scott is a clinical professor at the NYU Stern School of Business where he teaches brand strategy and luxury marketing and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 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 the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Faculty Fellow | NYU Stern School of Business
Sinan Aral is a leading expert on Social Networks, Social Media and Digital Strategy. He has worked closely with Facebook, Yahoo, Microsoft, the New York Times, Nike, IBM, Cisco, Intel, Oracle, SAP and many other leading Fortune 500 firms on realizing business value from social media and information technology investments.
He is an Assistant Professor and Microsoft Faculty Fellow at the NYU Stern School of Business and Affiliated Faculty at MIT. His research focuses on social contagion, product virality and measuring and managing how information diffusion in massive social networks such as Twitter and Facebook affects information worker productivity, consumer demand and viral marketing. This research has won numerous awards including the Microsoft Faculty Fellowship (2010), the PopTech Science and Public Leaders Fellowship (2010), an NSF Early Career Development (CAREER) Award (2009), the Best Overall Paper Award at the International Conference on Information Systems (ICIS) (in both 2006 and 2008), the ICIS Best Paper in IT Economics Award (2006), the ICIS Best Paper in IT Business Value Research Award (2006), the ACM SIGMIS Best Dissertation Award (2007), and the IBM Faculty Award (2009).
Sinan is a Phi Beta Kappa graduate of Northwestern University, holds masters degrees from the London School of Economics and Harvard University, and received his PhD from MIT.
You can find him on Twitter @sinanaral.
Chief Marketing Officer | Salesforce Marketing Cloud
Michael is a serial entrepreneur whose last company, Buddy Media, was acquired by Salesforce.com (NYSE: CRM) for $745 million. He currently serves as the Chief Marketing Officer of the Salesforce Marketing Cloud.
Marketing Cloud unites the capabilities of Buddy Media, the world’s #1 social marketing solution, with the world’s #1 social analytics solution, Radian6, and the world’s #1 cloud computing CRM provider and 5th largest software provider, salesforce.com. It is the world’s only unified suite for social marketing, empowering businesses to make better decisions in marketing, sales and service.
Michael is widely recognized as one of the most innovative leaders in digital media and marketing. His byline has appeared in Fortune, Advertising Age, Dow Jones’ AllThingsD. Fast Company and Inc., among other publications, and he is a frequent guest on CNN, CNBC, Bloomberg, the BBC and other broadcast outlets. In October 2012, Michael was named to Fortune magazine’s “40 under 40” list of business’ hottest rising stars under the age of 40. In June 2011, Michael was named the New York region Ernst and Young Entrepreneur of the Year.
Michael is an active investor in digital media companies through Lazerow Ventures, an investment fund he launched in 2011. Current investments include Tumblr, Saving Star, Scopely, Namely, Tagman, ChatID, Twice, Bitium, Have to Have, Social Touch and Copious. He sits on the board of directors of Harmonix, one of the world’s leading independent game development studios that created the blockbuster Rock Band and Dance Central franchises, and were the original developers of Guitar Hero.
He graduated from Northwestern University with a B.S. and M.S. in Journalism in 1996.
E. CRAIG STACEY
Research Director | Center for Measurable Marketing, NYU
E. Craig Stacey, PhD is a recognized expert in the area of marketing productivity analysis with a special emphasis on marketing mix modeling and online versus offline marketing resource allocation. Craig serves on the faculty of New York University as the Research Director for the Center for Measurable Marketing and is the founding partner of The Marketing Productivity Group. He has previously held senior management positions at MarketShare Partners, The Coca-Cola Company, DemandTec, and Information Resources, Inc.
Craig received his Ph.D. in Marketing and Statistics from the University of Alabama in 1992, where he specialized in econometric applications of marketplace data. Craig has consulted on projects for many industries, including consumer products, entertainment, financial services, quick-service restaurants, telecommunications, and transportation. He has served as a faculty member at NYU, Columbia, and Emory University, teaching marketing productivity analysis, pricing strategy and tactics, and marketing management. He has been a regular speaker at events sponsored by the Advertising Research Foundation, American Marketing Association, INFORMS, and the Institute for International Research. Craig has served as a Trustee of the Marketing Science Institute and as a member of the Advisory Board for The University of Georgia’s Master of Marketing Research program.
SONIA SAHNEY NAGAR
Co-Founder & CEO | Pickie
Sonia Sahney Nagar is co-founder and CEO of Pickie, an iPad shopping app that is re-imagining the future of Catalog shopping by using your favorite brands, blogs and social feeds to pick products just for you. Pickie is a top 25 app in the Catalogs category of the iPad app store, and has consistently been featured by Apple as one of '10 Essential Apps' in the Catalogs category. She has previously worked at Amazon, Booz & Co. and Goldman Sachs. Sonia holds a B.S. in Mechanical Engineering from the University of Michigan and an MBA from Harvard Business School. Follow her on Twitter at @ssahney.
Partner | Holland & Knight
Steven B. Roosa is a partner in Holland & Knight's New York office and co-chair of the Data Privacy and Security Team. He is also currently a fellow at the Center for Information Technology Policy (CITP) at Princeton Univeristy. His practice focuses on advising companies on mobile app privacy compliance; leveraging anonymity solutions to help clients safely unlock the value of large data sets; Internet tracking; web security; geo-fencing; data breach and incident response; compliance with wiretap statutes and ECPA; public-key infrastructure (PKI); certification authority matters pertaining to online trust; and web-based reputation and defamation issues.
Mr. Roosa is the co-author of "Trust Darknet: Control and Compromise in the Internet's Certificate Authority Model," appearing in the May 2013 issue of the IEEE's Internet Computing. He is also a regular contributor to Holland & Knight's Privacy Blog http://www.hklaw.com/news/uniGC.aspx?xpST=BlogList&type=2564.
Research Lead | L2
Andrea is a research lead and consultant at L2, where she has helped members such as NARS, L’Oréal, Labelux, Origins, and Moët Hennessy develop digital and organizational strategies by leveraging best practices and benchmarking from across industries. Before joining L2, Andrea was at Goodman & Company, a strategic marketing consultancy where she worked predominantly on BtoB digital strategies for technology and software companies. Andrea began her career in the Next Generation Leaders Program, a unique one-year program by the Direct Marketing Educational Foundation (DMEF) that selects top college graduates to rotate through a range of marketing companies.
While in the program, Andrea worked at Wunderman NY, eScholastic, Goodman & Company, and Harte-Hanks. Andrea serves on the board of directors of the DMEF and received a B.A. in American Studies from Columbia University.
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