Scott Galloway: Founder, L2 "Welcome & Framework for Brands"
Albert Wenger: Partner, Union Square Ventures "An Overview of the Emerging Platforms Landscape"
Dan Coughlin: Head of NY Office, Twitter "Prestige Brands & the Real-time Interest Graph"
Pasha Sadri: Co-Founder & CEO, Polyvore "The Future of Style & What This Means for Brands"
About this Event
Facebook's power as a brand marketing tool is firmly and unquestionably established. But the social media landscape is full of new and emerging platforms that present brands with unique, targeted, and uncluttered ways to engage consumers.
These platforms range from the bold experiments of incumbent players (Facebook Places, Boutiques.com, Twitter, Youtube etc.) to emerging players that have gained traction over the last 12 months (Foursqaure, Tumblr) to very nascent players with small but passionate user bases (Pinterest, Get Glue, Layar).
The challenge for brands is sorting through the crowd to find the platforms most likely to generate momentum and return on investment.
In this intensive, half-day clinic, our faculty will uncover the most important new social media platforms and help managers and senior marketers determine:
* Which ones are appropriate for their brands
* How to use these platforms in innovative ways
* Appropriate levels of investment
* Strategies for working with these young, evolving companies
Dan Coughlin is the Director of Sales for the Eastern Region at Twitter. Prior to joining Twitter, Dan was the director of media sales at Facebook for nearly four years. Previously, he held a variety of senior sales & management positions at Yahoo! during a five year stint and worked at CBS MarketWatch and DoubleClick.
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.
Ilya Mezheritsky is Co-Founder and VP of Product Development at Seamless Receipts. He focuses on business partnerships and designing custom implementations for clients. Ilya's experience includes seven years at PwC, where he managed the analysis, design, and implementation of custom software solutions for Fortune 500 companies. He also led technology development for a startup healthcare company and worked at Pacific Sunwear.
Ilya holds a bachelor's degree in Computer Science and Economics from Cornell University.
Pasha Sadri is the Co-founder and CEO of Polyvore, the largest fashion community on the web. Prior to Polyvore, Pasha was a principal software engineer at Yahoo, where he built several products from scratch, including Yahoo Pipes (pipes.yahoo.com) and Yahoo Trip Planner. He won the Yahoo! Super Star Award in 2005 for developing Yahoo Smart Maps. With a degree in Mechanical Engineering from UC San Diego, Sadri is an engineer at heart who has applied for and received numerous patents. When he's not putting his engineering skills to work at Polyvore, he's applying those skills to playing Legos with his daughter.
Albert combines over 10 years of entrepreneurial experience with an in-depth technology background. As an entrepreneur, he has founded or co-founded five companies, including a management consulting firm (in Germany), a hosted data analytics company, a technology subsidiary for Telebanc (now E*Tradebank), an early stage investment firm, and most recently (with his wife), DailyLit, a service for reading books by email or RSS. Albert also served as the president of del.icio.us through the company's sale to Yahoo. His technology background goes back to winning the German national computer science competition at age 18. Albert graduated summa cum laude from Harvard College in economics and computer science and holds a Ph.D. in Information Technology from MIT. He has managed technology projects for organizations as diverse as Tacoda (startup) and Telebanc (leading Internet bank).
Union Square Venture's Albert Wenger discusses the challenge of wrapping ones head around the constantly evolving new media landscape. He highlights the importance of actually participating in one or more of these new forms of communication, likening it to visiting the Grand Canyon after only seeing photographs of it.
Twitter's Dan Coughlin discusses the main reasons a Twitter topic will trend. He focuses on the potential impact of live events, highlighting successful interactive campaigns run by MTV and Audi. "People are actively engaged on the platform while they're consuming media on television," says Coughlin of record-breaking Twitter activity during the 2011 Superbowl.
Polyvore co-founder Pasha Sadri discusses the challenges of online advertising. He argues that display ads are failing to perform, and urges marketers to look to a more integrated approach to advertising. "What if we could go back to the concept of fashion magazines, where the ads and the content are one and the same?" asks Sadri.