Scott Galloway, Sinan Aral, and Michael Lazerow discuss the state of social media influence and marketing in Module 1 of the L2 Social CRM Clinic.
Classroom Moment: How Brands are Built
Assistant Professor, NYU School of Business; Affiliated Faculty, MIT
The 7 Attributes of Customer Centric Firms
Chief Marketing Officer, Salesforce Marketing Cloud
Sinan Aral‘s research focuses on social contagion, measuring and managing how information diffusion in massive social networks affects information worker productivity, consumer demand, and viral marketing. He also studies the role of information and information technology in the productivity and performance of firms. Sinan’s work has been published or is forthcoming in American Journal of Sociology, the Harvard Business Review, Sloan Management Review, among many others. He is a Phi Beta Kappa graduate of Northwestern, holds an M.Sc. from the London School of Economics, and an M.P.P. from Harvard.
Prior to MIT, Sinan was a Fulbright Scholar and worked at the European Commission in Brussels and as a technology consultant for several Fortune 500 firms.
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.
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.
Sinan Aral, Assistant Professor of Information, Operations and Management Sciences at the NYU Stern School of Business, shares the results of a study that tracks the performance of friend invitation verses word of mouth sharing in viral marketing campaigns.