The Playbook for a Global Facebook Strategy MICHAEL LAZEROW CEO, Buddy Media
The Most Innovative Integrated Facebook Campaigns LAUREN INDVIK Editor, Mashable
Four Predictions SCOTT GALLOWAY Founder, L2
2010 was the year of Facebook. In 2010, Facebook overtook Google as the most popular U.S destination on the Internet and also started commanding the largest market share of online display ads in the U.S. With more than 500 million active global users sharing 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) every month, Facebook has become the default operating system of the Internet. Furthermore, with several major brands receiving more traffic to their Facebook pages than their branded URLs, building a compelling Facebook strategy has become an increasingly important part of marketing your brand and connecting with consumers.
Facebook, In-Depth is an intensive clinic that educates marketers and senior management on the world's largest social network. L2 invites an unprecedented group of scholars, thinkers, entrepreneurs, technologists, and exemplar brands to put together a daylong curriculum on Facebook.
Scott is a Clinical Professor of Marketing 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.
Lauren Indvik is the associate editor of marketing and media for Mashable, where she covers digital marketing news, the fashion industry and the evolving media landscape. Lauren joined Mashable in March 2010 as assistant editor. She also writes a monthly column on technology for Forbes, and freelances for a variety of fashion-related and scholarly publications. She has been quoted by The New York Times, The Associated Press, The Economist's Intelligent Life and WWD. She has been a guest on CNN.com. Before joining Mashable, Lauren led social media strategy at financial news site, TheStreet.
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.
Ryan McGurk runs the National Sales Team at Facebook, and leads a team of people who work closely with luxury retailers to help them achieve success on the Facebook platform. Prior, he spent many years at NetSuite (an enterprise software company) in sales and marketing roles helping them grow from startup phase to expand internationally and launch an IPO. Ryan holds an MBA from MIT and a Bachelor's from the University of California Berkeley.
L2 Founder Scott Galloway argues that as individual fashion brands increase their social media presence, magazine advertising may be endangered. Galloway suggests this serve as a wake-up call to fashion magazines, much as Sputnik was a wake-up call to America’s space program.
Mashable editor Lauren Indvik outlines two of the qualities in a promising Facebook campaign. She explains that the campaign needs to be “uniquely Facebook” and “shareable,” which she argues goes beyond simply having a “Share” button. “Give people a reason to share it. When people are sharing something, they’re saying something about themselves,” argues Indvik.
Michael Lazerow, founder and CEO of Buddy Media, explains that by businesses not going global on Facebook they ignore the ever-increasing number of international Facebook users and potential customers. "Facebook is like locusts," jokes Lazerow, "they go into [new] countries and take over the whole country within a few months."
Facebook's Ryan McGurk explains that the site's future lies in expanding its openness and connectivity to numerous industries. Facebook envisions adding social context and removing anonymity to improve everything from televisions to cell phones. "The web is still very early in its evolution of revolving around people," says McGurk. "Facebook is going to be the platform to make that happen."