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Senatedigitaliq

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From L2: Digital IQ of 100 US Senators. …

From L2: Digital IQ of 100 US Senators.

President Obama Pioneered the Social Media Trail.
However, Republicans Are Blazing It.

Published in Technology , Business
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  • 1. SCOTT GALLOWAY NYU Stern DOUG GUTHRIE The George Washington University School of Business A Think Tank for DIGITAL INNOVATION © L2 2010 L2ThinkTank.com AUGUST 18, 2010 U.S.Senate
  • 2. Research: Digital IQ Indices: The definitive benchmark for online competence Events: Forums: The largest gatherings of thought leaders and managers in North America (500+ attendees) focused on digital innovation Clinics: Executive education in a classroom setting (80-150 attendees) Working Lunches: Members-only lunches led by thought leaders and academics (12-24 attendees) MBA Mashups: Access to digital marketing talent from top MBA schools Advisory Services: Digital & Social Media Strategy MEMBERSHIP: For membership info and inquiries: info@L2ThinkTank.com CALENDAR: L2 is a think tank for digital innovation. We bring together thought leaders from industry and academia to help organizations navigate the changing digital landscape. COMING SOON: Academics & industry leaders highlight opportunities, challenges, & underpinnings of social media programs in government & public sector organizations Clinic 12.03.10 The George Washington University School of Business 2010 2011 working lunches china social Shopping iPad Implications Prestige Social Media Case Studies Public Sector Social Media Case Studies digital iq Universities digital iq Pharma digital iq Digital China digital iq Travel Gen Y & Media Consumption digital iq Public Sector Media Companies Gen Y Prestige Brand Ranking digital iq Specialty Retail digital iq U.S. Senate digital iq Hospitals digital iq Auto digital iq Philanthropic Foundations Athletics digital iq U.S. Senate Specialty Retail digital iq Luxury Beauty & Skincare Credit Cards clinic DC The Social Graph clinic NYC The Social Graph clinic NYC The Digital Organization clinic DC The Digital Organization clinic NYC The New New Media Plan clinic DC Data & Analytics clinic DC Engaging Constituents Via Digital MASHUP DC MBA Recruiting clinic NYC Mobile clinic DC Mobile MASHUP NYC MBA Recruiting clinic NYC eCommerce 2.0 FORUM NYC Innovation 2010 clinic NYC Data-Driven Growth FORUM DC Innovation 2010 10 11 researchevents
  • 3. © L2 2010 L2ThinkTank.com 3 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate INTRODUCT ION The Republicans Strike Back In January 2010, Republican Scott Brown stunned the nation by taking Ted Kennedy’s Senate seat in Massachusetts, a Demo- cratic stronghold. Brown garnered 10 times the number of Facebook interactions and YouTube views than did Democratic candidate Martha Coakley. Utilizing Google ads, an iPhone app, text messages, and Twitter followers, Brown overcame huge fundraising and awareness deficits. Town Hall 2.0 Politics online is about more than winning votes, rallying volun- teers, or fundraising. The era of Web 2.0 provides elected of- ficials with a platform to engage constituents, solicit feedback, and mobilize grassroots efforts. On the morning of the special election in January, Scott Brown had just over 76,000 Facebook “likes.” Six months into his term the Massachusetts Senator boasts some 235,000 Facebook “likes” and an active discus- sion page that includes posts from fans, updates on floor votes and policy, videos, and other color. ‘I Don’t Email’ Although some politicians have embraced the Web, of the 100 senators in our study, 44 do not have a Twitter account and 15 do not maintain a Facebook page, suggesting there is substan- tial low-hanging fruit. However, even the most reluctant learners can take to the medium quickly. After famously stating, “I don’t email,” during the 2008 campaign, John McCain got his first Blackberry in January 2009 and took to the Twittersphere. On the heels of his presidential bid, McCain quickly garnered 1.7 million Twitter followers and 630,000 Facebook “likes,” helping the Arizona Senator capture the number one spot in the L2 Digital IQ ranking. Not far behind, and gaining, are Tea Party champion Jim DeMint of South Carolina and freshman Scott Brown, whose digital velocity puts them in a dead heat to un- seat McCain at the top of the Index. President Obama Pioneered the Social Media Trail. However, Republicans Are Blazing It. Barack Obama, Inc. was the first organization to unlock the power of the social web. The numbers: Five million social network supporters across 15 platforms, an email list 13 million strong, 50 million YouTube viewers who spent more than 14 million hours viewing campaign videos, and three million mobile and SMS subscribers. The campaign’s digital initiatives were the catalyst for $639 million in online fundraising. The social web was the backbone of what was likely the most active volunteer base ever established.
  • 4. © L2 2010 L2ThinkTank.com 4 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate buzz INTRODUCT ION DIGITAL IQ INDEX® MethodologyDigital IQ = A More Robust Democracy Our thesis is that digital competence provides an opportunity for senators to authentically engage and mobilize voters and constituents. Key to managing and developing competence is an actionable metric. This study attempts to quantify the digital competence of the 100 U.S. senators. Our aim is to provide a robust tool to diagnose digital strengths and weaknesses and prioritize incremental investment in digital. Like the medium we are assessing, our methodology is dy- namic, and we hope you will reach out to us with comments that improve our approach, investigation, and findings. You can reach us at scott@stern.nyu.edu and guthrie@gwu.edu. Sincerely, Scott Galloway Clinical Associate Professor of Marketing, NYU Stern Founder, L2 Facebook - 25%: • Presence • Number of Likes • Like Growth Twitter - 25%: • Presence • Followers • Velocity of Tweets • Follower Growth YouTube - 25%: • Presence • Number of Uploads • Number of Channel/Upload Views Online Buzz: Blogs - 12.5%: • Velocity of Mentions on Blogs and Other 2.0 Sites • Sentiment Site Traffic: - 12.5%: • Annual and Monthly Unique Visitors • Number of Visits • Traffic Growth buzz buzz buzz buzz Doug Guthrie Dean, The George Washington School of Business
  • 5. © L2 2010 L2ThinkTank.com 5 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate Rank Senator State Digital IQ Class 1 John McCain* Arizona 156 Genius 2 Jim DeMint* South Carolina 154 Genius 3 Scott Brown Massachusetts 152 Genius 4 Al Franken Minnesota 143 Genius 4 John Cornyn Texas 143 Genius 4 Harry Reid* Nevada 143 Genius 7 Barbara Boxer* California 140 Genius 8 Russ Feingold* Wisconsin 138 Gifted 9 Bernie Sanders Vermont 136 Gifted 10 Tom Coburn* Oklahoma 135 Gifted 11 Bill Nelson Florida 129 Gifted 12 David Vitter* Louisiana 128 Gifted 13 Claire McCaskill Missouri 126 Gifted 13 Sherrod Brown Ohio 126 Gifted 13 John Thune* South Dakota 126 Gifted 16 Orrin Hatch Utah 125 Gifted 16 Mark Warner Virginia 125 Gifted DIGITAL I Q RANKIN G Rank Senator State Digital IQ Class 16 Jim Inhofe Oklahoma 125 Gifted 19 Bob Menendez New Jersey 124 Gifted 19 Jeff Sessions Alabama 124 Gifted 21 Kirsten Gillibrand New York 121 Gifted 21 George LeMieux* Florida 121 Gifted 21 Chuck Grassley* Iowa 121 Gifted 24 John Kerry Massachusetts 119 Average 25 Richard Lugar Indiana 118 Average 26 Chris Dodd* Connecticut 117 Average 27 Richard Burr* North Carolina 116 Average 28 Susan Collins Maine 113 Average 28 Arlen Specter* Pennsylvania 113 Average 30 Lindsey Graham South Carolina 112 Average 30 Patty Murray* Washington 112 Average 32 Jon Kyl Arizona 110 Average 33 Mitch McConnell Kentucky 109 Average 34 Lisa Murkowski* Alaska 108 Average Color denotes party affiliation. Seats in bold* are open in November. Democrat IndependentRepublican * Seat is currently up for election ** Appointed to Senate seat July 16
  • 6. © L2 2010 L2ThinkTank.com 6 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate DIGITAL I Q RANKIN G Rank Senator State Digital IQ Class 34 Sam Brownback* Kansas 108 Average 36 Joe Lieberman Connecticut 105 Average 36 Jeff Merkley Oregon 105 Average 36 Ron Wyden* Oregon 105 Average 39 Evan Bayh* Indiana 104 Average 40 Kay Bailey Hutchison Texas 103 Average 40 Mark Udall Colorado 103 Average 42 Jim Webb Virginia 100 Average 42 Tom Udall New Mexico 100 Average 42 Chuck Schumer* New York 100 Average 45 Blanche Lincoln* Arkansas 99 Average 45 Michael Bennet* Colorado 99 Average 47 Mark Begich Alaska 98 Average 48 Bob Corker Tennessee 97 Average 49 Ben Cardin Maryland 96 Average 49 Tom Harkin Iowa 96 Average 49 Richard Shelby* Alabama 96 Average Rank Senator State Digital IQ Class 52 Debbie Stabenow Michigan 95 Average 52 Roger Wicker Mississippi 95 Average 54 Ben Nelson Nebraska 94 Average 55 John Ensign Nevada 93 Average 55 Lamar Alexander Tennessee 93 Average 57 Amy Klobuchar Minnesota 92 Average 57 Frank Lautenberg New Jersey 92 Average 57 Johnny Isakson* Georgia 92 Average 60 Carl Levin Michigan 91 Average 60 Patrick Leahy* Vermont 91 Average 62 John Barrasso Wyoming 90 Average 62 Mary Landrieu Louisiana 90 Average 64 Dick Durbin Illinois 89 Challenged 64 Kay Hagan North Carolina 89 Challenged 64 Mike Crapo* Idaho 89 Challenged 67 Jeff Bingaman New Mexico 88 Challenged 67 Jon Tester Montana 88 Challenged Democrat IndependentRepublican * Seat is currently up for election ** Appointed to Senate seat July 16 Color denotes party affiliation. Seats in bold* are open in November.
  • 7. © L2 2010 L2ThinkTank.com 7 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate DIGITAL I Q RANKIN G Rank Senator State Digital IQ Class 67 Bob Casey, Jr. Pennsylvania 88 Challenged 70 Barbara Mikulski* Maryland 86 Challenged 71 Ted Kaufman Delaware 84 Challenged 72 Sheldon Whitehouse Rhode Island 83 Challenged 73 Jeanne Shaheen New Hampshire 82 Challenged 73 Robert Foster Bennett* Utah 82 Challenged 75 Saxby Chambliss Georgia 81 Challenged 75 Byron Dorgan* North Dakota 81 Challenged 77 Mike Johanns Nebraska 80 Challenged 77 Kit Bond* Missouri 80 Challenged 79 Herb Kohl Wisconsin 79 Challenged 79 Kent Conrad North Dakota 79 Challenged 81 Daniel Akaka Hawaii 78 Challenged 81 Tim Johnson South Dakota 78 Challenged 81 Mike Enzi Wyoming 78 Challenged 84 Mark Pryor Arkansas 77 Challenged * Seat is currently up for election ** Appointed to Senate seat July 16 Rank Senator State Digital IQ Class 84 Roland Burris* Illinois 77 Challenged 86 Maria Cantwell Washington 75 Challenged 86 Jim Bunning* Kentucky 75 Challenged 86 George Voinovich* Ohio 75 Challenged 89 Dianne Feinstein California 74 Challenged 89 Pat Roberts Kansas 74 Challenged 91 Tom Carper Delaware 70 Challenged 91 Judd Gregg* New Hampshire 70 Challenged 93 Jay Rockefeller West Virginia 68 Feeble 93 Max Baucus Montana 68 Feeble 93 Jim Risch Idaho 68 Feeble 96 Olympia Snowe Maine 66 Feeble 97 Daniel Inouye* Hawaii 64 Feeble 98 Jack Reed Rhode Island 56 Feeble 99 Thad Cochran Mississippi 52 Feeble n/a CARTE GOODWIN** West Virginia n/a n/a Democrat IndependentRepublicanColor denotes party affiliation. Seats in bold* are open in November.
  • 8. © L2 2010 L2ThinkTank.com 8 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate All Senators 2010 Candidates 90 95 100 105 110 Average Digital IQ 98 103 104 107 KEY FINDINGS The Elephant in the Room Republicans boast an average Digital IQ 5.5 points higher than their colleagues across the aisle. The gap narrows slightly among the 27 senators running for reelection, with Republicans registering a three-point advantage. Although the GOP gets a significant boost from Digital IQ leaders John McCain, Jim DeMint, and Scott Brown, Republicans also come out ahead across categories including age, congressional cohort, and time in office. The Republican advantage is the result of more robust partici- pation on Twitter and YouTube (average scores are 26 and 29 percent higher, respectively). Democrats maintain a marginal 5 percent advantage on Facebook scoring, and their senate.gov sites see more web traffic. Kicking A$% Analysis of growth in “likes,” followers, and subscribers pro- vides what could be a barometer for the midterm elections. While Facebook presence is stronger among incumbent Demo- crats, GOP senators are growing faster on the platform. Exclud- ing outlier John McCain, total “likes” for Republican senators grew 6.7 percent month-on-month, versus 3.6 percent growth for the Democrats. The trend holds on Twitter, with Republican followers growing at a rate of 4.5 percent versus Democrat fol- lower growth of 2.8 percent. Although the party currently holds 15 fewer Senate seats, Republicans have outpaced Democrats in absolute growth, garnering 3,000 more Twitter followers and 20,000 more Face- book “likes” in July. If social media is the temperature of the digital domain, it may be an especially cold fall for Democrats. GROWTH ON SOCIAL MEDIA PLATFORMS Month-on-Month Increase in Fans/Followers (June to July 2010) Democrats Republicans
  • 9. © L2 2010 L2ThinkTank.com 9 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate buzz buzzbuzz Views Fans Followers buzz buzzbuzz Views Fans Followers buzz buzzbuzz Views Fans Followers WASHINGTON:CALIFORNIa: WISCONSIN:Nevada: 0 10,000 20,000 30,000 40,000 15,275 24,686 14,509 30,603 359 1,406 0 100,000 200,000 300,000 400,000 20,511 388,104 31,871 11,462 21,457 284,071 0 20,000 40,000 60,000 80,000 100,000 92,072 22,922 22,076 7,241 9,822 952 0 50,000 100,000 150,000 200,000 250,000 196,576 11,287 29,322 8,329 3,641 150,061 SOCIAL MEDIA FOLLOWINGS IN SELECT CONGRESSIONAL RACES:KEY FINDINGS Seeing Red in November November challengers are all over social media, and many of those engaged in tightly contested races are outpacing incumbents on popular platforms. Carly Fiorina, the Republican nominee in California, has some 280,000 Twitter followers— more than 11 times the number that incumbent Barbara Boxer has—and comes in second behind John McCain when stacked up against the current U.S. Senate. Republican nominee Sharron Angle, locked in a tight race with Senate Majority Leader Harry Reid, is just shy of her goal of 30,000 likes on Facebook, nearly three times that of the Nevada senator. In Washington, Republican challenger Dino Rossi boasts twice the number of Facebook “likes” as incum- bent Patty Murray. Russ Feingold is one of the few incumbents in a tight race who maintains a larger audience on every major social media platform, registering a significant advantage over Republican Ron Johnson in Wisconsin. Harry Reid Russ Feingold Sharron Angle Ron Johnson Carly Fiorina Barbara Boxer Patty Murray Dino Rossi buzz buzzbuzz Views Fans Followers
  • 10. © L2 2010 L2ThinkTank.com 10 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate buzz 0 2% 4% 6% 8% 10% 2.8% 4.5% 3.6% 6.7% 0 1.0 2.0 3.0 2010 Election 2012 Election 2014 Election 1.8 2.8 2.6 1.4 2.6 2.1 1.2 2.4 1.9 KEY FINDINGS Social Media Hits Adolescence Presence on 2.0 platforms has ramped up quickly. Ninety-one of the 100 senators maintain a YouTube channel and 87 have a page on Facebook. Twitter adoption is not as ubiquitous, with 56 senators boasting an active handle. Although most sena- tors have been active on these platforms for two years, very few have managed to extract significant value. John McCain and Scott Brown are the only senators with more than 100,000 “likes” on Facebook (approximately 630,000 and 235,000 respectively), and 77 percent of the senators present on the platform have fewer than 10,000 “likes.” So Friendly...Every Six Years A comparison of Digital IQ by senate cohort demonstrates that senators up for reelection lead on every social media platform, highlighting the push (need for votes) and pull (increased recognition and awareness) effect of campaigns. Eight of the top 10 spots are held by senators up for reelection or recently elected (Al Franken and Scott Brown). Three of the four Demo- crats in the top 10—Harry Reid, Russ Feingold, and Barbara Boxer—are engaged in heated races. GROWTH ON SOCIAL MEDIA PLATFORMS Month-on-Month Increase in Fans/Followers (June to July 2010) RELATIVE SOCIAL MEDIA STRENGTH By Year of Re-Election Democrats Twitter Facebook YouTube Republicans buzz buzz FansFollowers
  • 11. © L2 2010 L2ThinkTank.com 11 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate 0 50,000 100,000 150,000 200,000 250,000 Scott Brown John Thune Al Franken David Vitter Jim DeMint Barbara Boxer Russ Feingold Bernie Sanders Patty Murray Sherrod Brown Jim Webb John Cornyn Richard Burr Mark Warner Tom Coburn 232,987 73,238 70,034 39,524 37,313 31,871 22,076 16,889 14,509 14,236 13,491 13,482 12,920 12,640 11,923 KEY FINDINGS 0 50,000 100,000 150,000 200,000 250,000 Scott Brown John Thune Al Franken David Vitter Jim DeMint Barbara Boxer Russ Feingold Bernie Sanders Patty Murray Sherrod Brown Jim Webb John Cornyn Richard Burr Mark Warner Tom Coburn 232,987 73,238 70,034 39,524 37,313 31,871 22,076 16,889 14,509 14,236 13,491 13,482 12,920 12,640 11,923 FACEBOOK FAN RACE U.S. Senators with Over 10,000 Facebook Fans John McCain The Senate’s Facebook star leads with almost 625,000 fans
  • 12. © L2 2010 L2ThinkTank.com 12 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate Jim DeMint Claire McCaskill Scott Brown Barbara Boxer Chuck Grassley Tom Coburn Mark Warner Al Franken Chris Dodd Bill Nelson Orrin Hatch John Cornyn Russ Feingold 0 10,000 20,000 30,000 40,000 50,000 42,273 38,509 23,944 21,835 19,036 14,867 14,321 13,879 12,064 11,689 10,405 10,345 10,129 BEST IN TWEET U.S. Senators with Over 10,000 Twitter Followers Jim DeMint Claire McCaskill Scott Brown Barbara Boxer Chuck Grassley Tom Coburn Mark Warner Al Franken Chris Dodd Bill Nelson Orrin Hatch John Cornyn Russ Feingold 0 10,000 20,000 30,000 40,000 50,000 42,273 38,509 23,944 21,835 19,036 14,867 14,321 13,879 12,064 11,689 10,405 10,345 10,129 KEY FINDINGS John McCain #1 in Twitter with 1.7 million(!) followers— 40 times more than #2 tweeter Jim DeMint
  • 13. © L2 2010 L2ThinkTank.com 13 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate Red All Over The 10 most conservative Republicans, as indicated by their Senate voting records, outpace the rest of their party and their Democratic counterparts. However, the trend doesn’t hold true for the 14 most liberal Democrats who struggle digitally, posting IQs four points weaker than the party average. In Search of Search Only three senators—New York Democrat Kirsten Gillibrand, Louisiana Republican David Vitter, and North Carolina Republican Richard Burr—engage in paid search placements. TheMiddleclass.org, a legislative tracking site sponsored by the nonpartisan Drum Major Institute for Public Policy, has purchased nearly every senator’s name for paid search adver- tisement. Senate challengers are much more promiscuous on Google, and the majority are purchasing search terms, includ- ing incumbent names. KEY FINDINGS DIGITAL IQ BY VOTING RECORD Most Liberal Liberal Middle of the Road Conservative Most Conservative 93 98 99 113 80 90 100 110 120 Average Digital IQ Republicans Democrats96 Source: National Journal, 2010
  • 14. © L2 2010 L2ThinkTank.com 14 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate CASE STUD IES A Platform Is a Terrible Thing to Waste Republican heavyweights Sarah Palin (more than 2.2 million Facebook likes) and Mike Huckabee (almost 90,000 Twitter followers) use their platforms to garner support for fellow Republicans. In the recent Republican gubernatorial primary in Georgia, Huckabee out-tweeted Palin, voicing support for eventual victor Nathan Deal on several of his social media platforms. Huckabee also helped Deal rally volunteers through his Facebook page. Challenger Karen Handel’s candidacy had Palin’s offline support, but received scant social media backing until the campaign’s final day, when Palin went on Facebook to urge Georgia voters to the polls. Barack Obama, Social Media’s Elvis, boasts more than 12 million Facebook “likes” and 4.9 million Twitter followers. Obama’s outreach focuses on policy and has yet to use the platform(s) to support candidates. Democratic candidates are also without the social media support of former President Bill Clinton and Secretary of State Hillary Clinton. Neither Clinton has endorsed candidates using social media. Mike Huckabee’s “Team Huck” site rallies volunteer support for fellow Conservatives nationwide Huckabee posts endorsement videos on his YouTube channel Huckabee uses social media to both endorse candidates and drive traffic to the “Team Huck” site
  • 15. © L2 2010 L2ThinkTank.com 15 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate CASE STUD IES Jim DeMint Is a Social ‘Genius’ South Carolina Republican Jim DeMint’s number two position in the Digital IQ Index is impressive, given McCain’s colossal social media audiences were boosted during his presidential bid. DeMint has attacked digital platforms from the ground up, garnering support among ultra-conservatives online through aggressive social media tactics. In July alone he added more followers than any other senator, growing his base by 3,600 with provocative tweets and an aggressive following strategy (he follows more than 30,000 people versus McCain’s 178). The South Carolina Senator has also engaged in media buys on Facebook and tops all senators in number of YouTube subscribers. DeMint’s YouTube channel has more subscribers than any other senator Republican senator Jim DeMint’s robust Facebook page DeMint demonstrates an aggressive following strategy on Twitter, following over 30,000 people
  • 16. © L2 2010 L2ThinkTank.com 16 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate CASE STUD IES Republican Idol In April 2010, House Republicans launched the “New Media Challenge.” The brainchild of Washington Representative Cathy McMorris Rodgers, the six-week contest pitted Republican Representatives against each other in March Madness-like contests focused on weekly growth on Twitter, Facebook, and YouTube. Louisiana Representative John Fleming took top accolades, followed by Rep. Phil Gingrey (GA) and Rep. Lamar Smith (TX). Building on momentum from the “New Media Challenge,” the Republican party launched “America Speaking Out,” a 2.0 site designed to solicit citizen input for the 2010 party platform. In mid-June, House Democrats attempted to play catch up, initiating the “Member Online All Star Competition.” Similar in format to the “New Media Challenge,” the two-week com- petition was extended after a Facebook glitch froze the “like” counts of several congressmen. The campaign is carried out over YouTube, Twitter, Facebook, and Flickr The Republican Party’s “America Speaking Out” 2.0 site solicits citizen input for the 2010 party platform Twitter page for Cathy McMorris Rodgers, originator of the Republi- can Party’s “New Media Challenge”
  • 17. © L2 2010 L2ThinkTank.com 17 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate TEAM SCOTT GALLOWAY Clinical Associate Professor of Marketing, NYU Stern Founder, L2 Scott is a Clinical Associate Professor at the NYU Stern School of Business where he teaches brand strategy and digital marketing and is the founder of L2, a think tank for prestige brands. 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 (revenues: $100 million). 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 age 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, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley. DOUG GUTHRIE Dean, George Washington University School of Business Founder, Guthrie & Associates An expert in the fields of management, economic reform in Chi- na, leadership, and corporate governance, Doug is the Dean of The George Washington University School of Business. Previously, he served as Professor of Management at NYU Stern School of Business. He also held a joint appointment as Professor of Sociology at NYU’s College of Arts and Sciences. Doug has been a trusted adviser of both multinationals and local Chinese companies and a student of China for some 25 years. He is the author of Dragon in a Three-Piece Suit: The Emergence of Capitalism in China, China and Globalization: The Social, Economic and Political Transformation of Chinese Society, and Social Connections in China: Institutions, Culture, and the Changing Nature of Guanxi. He is currently writing China’s Radical Transformation: Economic Reform, Global Integration, and Political Change in the World’s Largest Nation, which is an in-depth look at how China’s government-driven form of capitalism has successfully overcome traditional theo- ries of development and helped China become the economic and political juggernaut it is today. In addition to NYU Stern, Doug has also taught at Harvard Busi- ness School, INSEAD, and the graduate schools of business at Stanford University, Columbia University, and Emory University. He received his B.A. in Chinese Literature from the University of Chicago and a Ph.D. in Organizational Sociology from the UC Berkeley. MAUREEN MULLEN L2 Maureen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initia- tives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment bench- marking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and con- sulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy
  • 18. © L2 2010 L2ThinkTank.com 18 Want to know more about your brand’s ranking? CONTACT US Digital IQ Index: U.S. Senate TEAM economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern. CHRISTINE PATTON L2 Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and market- ing communications for aspirational and luxury brands. She began her career at Cosí, where she developed the brand and oversaw its evolution from concept through growth to 100 restaurants. Since then she has provided creative direction for a wide array of clients, including the launch of Kidville and CosmoGIRL! magazine. Most recently, she led creative services at ELLE during the most successful years of the magazine’s history, developing innovative integrated marketing programs for advertisers. Christine received a B.A. in Economics and Journalism from the University of Connecticut and an M.B.A. from NYU Stern.
  • 19. © L2 2010 L2ThinkTank.com A Think Tank for DIGITAL INNOVATION 821 Broadway, 2nd Floor New York, NY 10003 W: L2ThinkTank.com E: info@L2ThinkTank.com