Social media shifts marketing from brand-controlled, one-way communications into collaborative, intimate dialogues with—and among—consumers.
strategies, tools, rules of engagement, and metrics present marketing
and digital professionals with a series of challenges that are best
distilled into one question: "What do I do now?"
The Social Graph Clinic is a one-day intensive workshop that takes an adroit and sober examination of social media's underpinnings, platforms, and best practices. The objective is to enhance participants' fluency in brand-driven social media efforts. Academics and practitioners lead the group through a series of sessions with a balance of theory and industry case studies.
FORMAT & AUDIENCE
Attendees will be given materials for review in advance to optimize absorption of the day's sessions. The clinic is highly interactive and takes place in a classroom setting with participants encouraged to engage in dialogue. The curriculum is designed for executive and managers from brands and agencies who will benefit from greater proficiency in, and understanding of, social media.
REGISTRATION & BREAKFAST
MODULE 1: The Big Picture
Scott Galloway | Founder, L2: Welcome & Introduction
Erik Qualman | Author, Socialnomics: How Social Media Transforms the Way We Live
and Do Business
Auren Hoffman | CEO, Rapleaf: Social Media: Do’s and Dont’s
Tom Phillips | CEO, Media6: Social Targeting, Beyond Demographics
MODULE 2: Platforms & Technology
David Tokheim | GM & EVP, Six Apart Media: Blogs
Fabio Freyre | RVP, Facebook: Facebook, the Marketing OS
Greg Shove | CEO, Halogen: Twitter as a Marketing Tool
LUNCH: with NYU Luxury and Retail Club 2nd Year MBAs
MODULE 3: Best Practices
Shenan Reed | Managing Director/Co-Founder, Morpheus: Finding Your Social Voice
Imran Amed | Editor & Founder, The Business of Fashion: Engaging Bloggers
Oren Michels | CEO, Mashery: Your Brand’s API
Greg Rogers | CEO, Pictela: Visuals That Make your Brand More Social
BREAK: Vosges Chocolate Tasting
MODULE 4: Prestige Case Studies
Maureen Mullen & Scott Galloway | L2: Who Is Doing This Well?
You Give You Get (Audience Shares Experiences & Learnings)
RECEPTION: Wine Tasting Hosted by Snooth & Riedel
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.
ERIK QUALMAN Author, Socialnomics
Erik Qualman is the Global Vice President of Online Marketing for EF Education, headquartered in Lucerne, Switzerland. EF Education is the world’s largest private educator. Qualman works out of the 850-person Cambridge, Massachusetts office.
to joining EF Education, Qualman helped grow the marketing and
eBusiness functions of Cadillac & Pontiac (1994-97), BellSouth
(1998-2000), Yahoo (2000-03), EarthLink (2003-05) and Travelzoo
(2005-08). Qualman holds a BA from Michigan State University and an MBA
from The University of Texas at Austin.
Qualman has been highlighted in various publications including The New York Times, Investor’s Business Daily, BusinessWeek, AdvertisingAge, The Huffington Post, Mashable, USA Today, Forbes, Advertising Week, and PRWeek.
DAVID TOKHEIM GM & EVP, Six Apart Media Blogs
David is an Internet executive and videogame veteran with a unique blend of creative vision and operational strength. He has an accomplished track record of developing strategic marketing solutions for a long list of advertisers, including P&G, NBC, 20th Century Fox, Electronic Arts, Sony, Vivendi, and Microsoft. Before joining Six Apart, he was Senior Vice President of Client Solutions at Fox Interactive Media, responsible for the display product portfolio, advertising effectiveness analytics and vertical sales strategy. Before Fox, he worked at IGN Entertainment (before its acquisition by Fox), as their VP Marketing. While at IGN he was responsible for creating GamerMetrics, a marketing intelligence tool that is used today by the majority of videogame publishers, national retailers, and analysts.
FABIO FREYRE RVP, Facebook
Fabio is Facebook’s Regional Vice President in the East, leading sales operations for New York, Chicago, and Detroit offices.
With over 25 years of sales and marketing experience, Fabio’s most recent roles included Executive Vice President of North America Media Group, CEO of Latina Media Ventures, and Publisher of Sports Illustrated. He has been inducted into the Media Industry Newsletter Advertising Hall of Fame and was named one of Crain’s New York Business Top Minority Business Leaders. He has won the Time Inc. Excellence Award twice where he has lead some of the best brands in the media business, including Sports Illustrated, where he was publisher for six years.
AUREN HOFFMAN CEO, Rapleaf
Auren Hoffman is the CEO of Rapleaf. Rapleaf helps B2C companies give their consumers a better experience by providing automated search services for each consumer. Auren is also a non-employee co-founder of BrightRoll and a co-founder of AdRocket. From 2003-2006, Auren served as Chairman of Stonebrick Group and Chairman of the Connector Group (Silicon Valley 100). Previously, he founded and sold three Internet companies: BridgePath (sold 2002), Kyber Systems (sold 1997), and GetRelevant (sold 2002). He's an active angel investor and advisor. Auren served as an official election observer in Ukraine (2004) and the Republic of Georgia (2003).
Auren holds a BSE in Industrial Engineering and Operations Research from the UC Berkeley. He writes a blog called Summation.
TOM PHILLIPS CEO, Media6
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 25 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 ESPN.com, NFL.com, ABCNews.com and NBA.com), and CEO of Deja.com 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.
GREG SHOVE CEO, Halogen
Greg Shove is the Founder and CEO of Halogen Network, a distributed media company that powers digital engagement for prestige brands and reaches more than 30 million affluent readers each month. The alliance of over 75 mid-tail publishers including The Business Insider, The Daily Beast, Snooth.com, and Food52.com is the largest aggregate network of affluent consumers online.
Halogen also designs and implements digital ‘brand applications,’ such as fashiontweek.com, for agencies and their clients. Previously, he was also the co-founder of 2Market, a Silicon Valley start-up that pioneered the development of interactive shopping, and was acquired by American Online in 1995.
SHENAN REED Managing Director/Co-Founder, Morpheus
Having started her career in consumer packaged goods at Bristol Myers-Squibb and Spectra Marketing, Shenan brings a wealth of traditional marketing experience to Morpheus. Her grounding in offline consumer marketing injects client campaigns with important consumer behavioral and data analysis, critical ingredients in successful online marketing initiatives. She leads complex branding, registration, acquisition, and conversion-based online media campaigns on behalf of Morpheus.
Shenan’s rich experience in CPG client service, deep understanding of analytics, and online media management attract and secure a diverse and impressive roster of clients that include Bergdorf Goodman, David Yurman, Neiman Marcus, Giorgio Armani, H. Stern, and Salvatore Ferragamo.
IMRAN AMED Founder & Editor, The Business of Fashion
Bringing a unique understanding of the creative and commercial sides of fashion, Imran has emerged as one of the fashion industry’s leading thinkers on digital media. In his consulting work for international luxury brands, private equity firms, and independent investors, he acts as a bridge between the industry’s most gifted creative and business talent and shapes strategies for the new digital reality.
Imran’s expertise is regularly called upon by the international fashion and business media, including the BBC, The New York Times, The Wall Street Journal, Luxury Briefing, and Women’s Wear Daily. His writing has been published in the Financial Times, Vogue India, and JC Report. In 2009, London’s Independent newspaper named Imran amongst the most “inspirational, interesting, and influential people” in the UK’s online fashion industry.
Previously, Imran was a management consultant at McKinsey & Co. He has an MBA from Harvard Business School and a B.Com from McGill University.
OREN MICHELS CEO, Mashery
Oren is co-foundr and CEO of Mashery. Previously, Oren co-founded and managed WiFinder, an international provider of directory services for public access Wi-Fi hotspots. He has served as president of Colt HR, a leading provider of mid-market benefits administration software and services, and Winebid.com, a leading online wine auction service. He also served as president and CEO of The Groundlings, a Hollywood-based entertainment production company, and has held COO positions at manufacturing companies.
to Mashery, Oren worked as vice president of business development at
Feedster, where he managed the company's activities in China and
negotiated partnerships with AOL, Real Networks, and Mitsui. He holds a BS in Electrical Engineering from MIT and an MBA from UCLA's Anderson School.
GREG ROGERS CEO, Pictela
Greg is co-founder and CEO of Pictela. Previously, Greg was Vice President, Sales Strategy for TACODA, the leading behavioral targeting online ad network. In that role, Greg worked with media agencies and marketers to understand their advertising goals and match them with the capabilities of TACODA. His success in evangelizing the benefits of BT to a broad media audience was a key factor in helping move the category to widely accepted practice. TACODA was sold to AOL in September 2007.
Greg received his MBA from UCLA’s Anderson School. Before that he worked in private equity in Buenos Aires, Argentina. His undergraduate degree is from Harvard, where he was Clay Christensen's research assistant for the best selling book The Innovator's Dilemma.
MAUREEN MULLEN Lead Researcher, L2
Maureen 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 around Digital Media, Private Banking M&A, Insurance Industry Risk Management, and Renewable Energy Economics for professional firms and academics. Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern.
end of bios
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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