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    GenY affluents GenY affluents Presentation Transcript

    • Gen Y Affluents: Media SurveySCOT T G A L LO W AYN Y U S tern December 16, 2010 A Think TAnk for DiGiTAL innOVATiOn© L2 2010 L2ThinkTank.com
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USinTRODUCTiOnThe End of the BeginningReshaping Prestige in Zeros and Ones:Millennials’ Media Consumption and its Effect on BrandsGeneration Y—the future of prestige—has a strong preference for digital content and social interaction.The affluent slice of millennials we surveyed is brand conscious, educated, and upwardly mobile. Theyregularly engage with prestige brands through a variety of media, from newspapers to micro-blogs.But digital is trouncing traditional channels with this critical cohort and is gaining momentum. Luxurybrands continue to fight tanks with cavalry, devoting the bulk of their marketing dollars to print and analog.Brands that continue to under-invest in digital risk losing mind share of the largest U.S. consumer group—Generation Y.Fortunately, brands are catching on; it’s the “end of the beginning” of a dramatic shift in ad spending fromtraditional formats to digital. Deft marketers are recognizing the value of investing in their own sites, socialmedia platforms, and mobile apps. Those that don’t embrace the digital migration risk joining Blockbusteron the dust heap of great brands that hoped the Internet would just go away.© L2 2010 L2ThinkTank.com 2
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USinTRODUCTiOn ABOUT ThE SURVEY L2 surveyed nearly 1,000 high-achieving and high-earning Gen Y adults. Refined to aThe Headlines panel of 535, on average this sample set is on a trajectory to earn more than $100,000FACEBOOk, hAnDS DOwn: in the short term and double their income within the next five years. 81% of millennials use Facebook every day—nearly twice as many as those who watch TV or read newspaper content. The Panel: The Questions: • 535 individuals; average age 27 • Respondents answered questions on modes ofBLOGS SCALE ThE GATES OF ThE FOURTh ESTATE: • 56% female; 44% male media consumption, frequency of use, devices used, and brand interaction within the various media Nearly 1/2 read blogs every day, as many as those • From 41 countries including the U.S. (76%), • Before scoring the brands, respondents were asked India (4%), China (3%), Canada (1%), Hong reading newspaper content. unprompted for their five favorite prestige brands Kong (1%), Mexico (1%), South Korea (1%), and Germany (1%) • Respondents scored sentiment for 100 iconicnEwS BRAnDS ThRiVE—iT’S PAPER ThAT’S DYinG: prestige brands • 75% expect to make more than $80,000 per 4 out of 5 of those who access newspaper content year in the short term (next 24 months) • Ten industry categories: Auto, Beauty & Skincare, daily do so digitally. Department Store, E-tailer, Fashion Brand, Flash Site, Men’s Fashion Brand, Shoes & Leather Goods, TravelDiGiTAL kiLLED ThE TV SET: & Hospitality, Watches & Jewelry .4% .2% 42% watch TV shows online; 27% watch movies online. .2% .6% .4% 0.4% 40%+ 0.2% 11.7% .4% 41.5% 1.9% .4%ThE UPwARDLY MOBiLE GO MOBiLE: 0.4% 0.2% 1.5% 0.6% 20 – 40% 40%+ 1.9% 11.7% 25% use mobile to access social media, and 1 in 8 .2% 0.4% 5.2% 2% .2% 1.9% 41.5% 3.2% .7% 0.4% 10 – 20% 20 – 40% 1.5% 5 –10% watched a video on mobile in the past 24 hours. 6.3% .2% .9% 1.9% 9.5% 2.2% 3.2% 10 – 20% 0.2% 1– 5% 0.2% 5.2% 2% 0.7% 4.3% 5 –10% 6.3% 0.2% .4% 2.2% 9.5%DiGiTAL SOCiAL BRAnDinG iS PARAMOUnT: 0.9% .2% 0 –1% 1– 5% 63% use social media to engage with brands, and 4.3% 0% 0.4%1.1% 0 –1% 0.2% more than 50% say that Facebook, blogs, and brand 2.2% 1.1% 0% videos affect their opinions about products. 2.2% .2% 0.2%wEBSiTES ARE FLAGShiPS, TOO: Websites are as influential as physical stores in shaping Gen Y sentiment, second only to friends’ opinions.© L2 2010 L2ThinkTank.com 3
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USkEY FinDinGS SOCiAL MEDiA: FREqUEnCY OF USE Respondents’ Usage by PlatformFacebook Is Fundamental 100%With more than 550 million active users, Facebook dominates thesocial media landscape. In the past ten years, the number ofpage views recorded for the top ten websites in the U.S. = MORE THAN 5 TiMEs A DAYincreased from one third to three quarters of total page views on- = DAiLYline; as the Internet matures people are focusing on fewer sites.1 = WEEKLYThis is especially true in the case of Facebook, whose share of = MONTHLY 75%the Internet continues to grow. The behemoth’s success comes = sEvERALat the expense of other portals as well as traditional channels TiMEs A YEARthat brands have relied on for marketing. Websites remain impor- = NEvERtant, particularly for e-commerce, but brands will increasingly fol-low their customers, making their content available on Facebook. 50% GEn Y MEDiA COnSUMPTiOn % who access the following media daily 25% = UsEs pLATFORM ONCE A DAY OR MORE Facebook Blogs Newspapers TV Shows 81% 45% 45% 44% 0%1. “The Web is Dead. Long Live the Internet,” Chris Anderson and Michael Wolff, Facebook YouTube Twitter Hulu Geo-Platform Flickr Wired, August 17, 2010.© L2 2010 L2ThinkTank.com 4
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USkEY FinDinGS M O D E S O F A C C E S S i n G C O n T E n T: n E w S PA P E R SBlogs on Par with Newspapers % who access via the following:If baby boomers are the TV generation, then Gen Y is the blog 2% 2%generation. Nearly half of Gen Y affluents read at least oneblog daily, making blogs as popular as newspapers with this 12% = TRADiTiONALcohort. Blogs associated with such traditional media organiza- (print)tions as The New York Times and ESPN are as popular as those = ONLiNE 19% (Desktop or Laptopfocused on a niche. Millennials’ favorite specialty blogs include Computer)Mashable and The Sartorialist. Micro-blogging is even more = ipAD / E-READER (Kindle, Nook)pervasive; two thirds of affluent Gen Y’s use Twitter, with one in = MObiLEfour checking their account in the past 24 hours. 65% (phone, ipod) = i DON’T ACCEss THisNewspaper Content Commands as Much sORT OF MEDiAAttention as TVOn a daily basis, Gen Y affluents are as likely to read newspapercontent as they are to watch TV, and they would rather have thecontent on a screen. In fact, four of five readers access news-papers digitally, and one in eight do so using a mobile device. M O D E S O F A C C E S S i n G C O n T E n T: M A G A Z i n E S % who access via the following:Magazines Are Getting ‘Facebooked’ 2% 1%Facebook could do to magazines what Google did to newspa- 2%pers, providing easier access to a vast array of content. Gen Y = TRADiTiONALaffluents are avid magazine readers, but magazines have not (print)yet figured out the transition to digital. = ONLiNE (Desktop or Laptop 24% Computer)Nine in ten Gen Y affluents read at least one magazine per = ipAD / E-READERmonth, but only a quarter of them access magazines online, 71% (Kindle, Nook)and almost none receive that content on an iPad, e-reader, or = MObiLEsmartphone. The iPad has been a force for innovation, but so (phone, ipod)far magazine content repackaged for iPads is not compelling = i DON’T ACCEss THis sORT OF MEDiAenough for this cohort.© L2 2010 L2ThinkTank.com 5
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USkEY FinDinGS R E L AT i V E A U D i E n C E : R E A C h V i A FA C E B O O k & C i R C U L AT i O n Apple iTunes & Burberry vs. wall Street Journal & The new York TimesRenting Versus Owning (November 19, 2010)Brands’ ability to establish direct relationships (en masse)could dramatically alter the media landscape. Power will shift Apple iTunesas brands cultivate authentic relationships via Facebook, Facebook Likes: 8,525,195creating cohorts whose sizes dwarf media brands’ subscriberbases, along with an opening to circumvent the traditionalpublisher network.In sum, it’s a great time to be a digitally deft brand ... and aprecarious time to be in ad-supported media. This graph illus-trates the relative sizes of the cohorts versus subscriber basesof iconic brands and media properties, respectively. Burberry Facebook Likes: 3,050,057 The new York Times Circulation: 876,638 Facebook Likes: 930,138 wSJ Circulation: 2,061,142 Facebook Likes: 165,720© L2 2010 L2ThinkTank.com 6
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USkEY FinDinGS T R A D i T i O n A L T V V S . D i G i TA L V i D E ODigital Video Rising in the last 24 hours, i watched:Millennials love TV programs and movies, though affection for More than one hour of TV 60% Traditional Tvtelevision sets and theaters is waning. Instead, affluents arewatching online and on mobile devices. Indeed, one in eight re-ports watching a video on a mobile device in the past 24 hours. in the last 24 hours, i watched a video via: YouTube 56%Geo-Local: The Mouse That RoarsLocation-based services garner major buzz, though we have Online (other than Hulu, YouTube) 21%yet to see what this technology can really offer. About one in Digital videofive Gen Y affluents report using Foursquare in the past 24 Hulu 19%hours, though a recent Pew study indicated that adult use oflocation-based services declined slightly between May and Mobile Device 13%September of 2010.2 Usage could increase dramatically, how-ever, as new platforms such as Facebook Places and Google 0% 25% 50% 75% 100%Hotpot launch with built-in potential user bases. iPhOnE VS. BLACkBERRYSmart, Smarter, Smartest = CURRENTLY OWN Current and Expected OwnershipThe mobile content-delivery revolution is underway. One in four = EXpECT TO OWN 1 icon = 1%: = CURRENTLY OWNGen Y affluents access Facebook using a mobile device, and = EXpECT TO OWNone in five read newspapers using mobile. Not surprisingly,the “fruit” brands dominate the smartphone market. Aboutone third own a BlackBerry and slightly more own an iPhone.Meanwhile, a whopping 71 percent say they expect to own aniPhone in the future.2. Pew Research Center’s Internet & American Life Project, “4% of online Americans use location-based services” <http://www.pewinternet.org/Reports/2010/ iPhone Blackberry Location-based-services.aspx>© L2 2010 L2ThinkTank.com 7
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USkEY FinDinGS which of the following best describes your level ofBig on Brands BRAnD AwAREnES S? 1%Gen Ys are both brand aware and eager to interact. Three quartersof respondents have an affinity for brands and one in eight areself-proclaimed brand “devotees.” Early adopters—those who 12% = i FOLLOW A FEW GOOD bRANDsuse mobile devices and e-readers to access media—may be = i GET THE OCCAsiONALparticularly valuable to luxury brands. Seventy-nine percent of bRAND CRUsH 12%these technophiles expect to make $100,000 per year or more 43% = i’M A bRAND DEvOTEEin the near term. In other words, cutting-edge innovation is = i’M bRAND AGNOsTiCimportant to the most affluent among Gen Ys. This wealthier (i can take them or leave them)bunch also skews slightly higher on brand awareness. 32% = i DON’T bELiEvE iN LAbELsSocial Media and the Brand FunnelThe majority of Gen Y affluents use social media to connectwith brands. Many do so to receive promotions or offers andone quarter engages because they have an affinity for a brand. which statements best describe why you engage withNearly one in eight simply like the content brands provide. brands or products using SOCiAL MEDiA? 24% 15% 26% 10% 37% 20% 38% 28% = i DON’T UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA = i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT = i LiKE THE CONTENT THE bRAND pROviDEs = i WANT TO RECEivE pROMOTiONs AND OFFERs© L2 2010 L2ThinkTank.com 8
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USkEY FinDinGSBuilding on Brick-and-Mortar FA C E B O O k i n T E R A C T i O nThe majority of respondents are likely to purchase prestige Frequency of Sharing, Comments, and Likesbrands in-store, though nearly half anticipate making pur-chases through a brand’s website. In a given 24-hour period, 75%however, more respondents visit a website than a physicalstore. As investments follow the consumer, there’s likely to be 54%a massive increase in the allocation of capital to brands’ online 50%stores from their terrestrial counterparts. 38% 30%Vis-à-Vis Facebook 25%With the majority of Gen Y opting in to brand newsletters andupdates, email remains a powerful tool for interaction. ButFacebook is becoming the new word of mouth. More than half 0%of respondents have “liked” a brand in the past month, and Facebook Facebook Facebookabout one third have “shared” brands with their networks. “SHARE” “COMMENT” “LIKE”Brand Websites Are as Influential asNewspapers and Glossies BRAnD wEBSiTES ALMOST AS POPULAR AS BFFsWord of mouth is still the most important force shaping Gen Y % of respondents who have interacted with brands in the past 24 hoursbrand perceptions, but websites tie for second place with news-papers and magazines—brands’ traditional marketing weapons In-person discussion 83%of choice. Three quarters of Gen Y affluents visited brand sites with friendsin the past 24 hours, though most firms still allocate a dispro-portionate percentage of their marketing budgets to analog Brand website visit 76%channels. Digital media receives only a fraction of the dollars thatconsumers’ behavior suggests they should. Brick-and-mortar 73% store visit 0% 25% 50% 75% 100%© L2 2010 L2ThinkTank.com 9
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USCASE STUDiESWIRED: UnpluggedWired is head of the pack when it comes to offering a compellingformat for magazine content on the iPad. The Wired app wasdownloaded an impressive 100,000 times in June, its first month.Not surprisingly, downloads dropped more than a third in eachsuccessive month through September after its core readershipsigned on.It’s too early to tell if the honeymoon is already over or if the realmarriage of magazines and apps is forthcoming.iPads still aren’t commonplace, despite their remarkable growth.But the real bottleneck for magazines is design. Wired’s app isamong the best, but no magazine has really tapped the socialand interactive potential of the tablet format. Most magazine Wired magazine’s iPhone appapps could still pass for PDFs of the print version. As such,accessing magazine content on an iPad may seem more likeheavy petting than anything else in the near term.© L2 2010 L2ThinkTank.com 10
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USCASE STUDiESFACEBOOK: Media’s Walmart FA C E B O O k FA C T SFacebook is growing at a blistering rate, doubling its U.S. userbase in the 12 months through October. The ubiquitous platform Facebook boasts 550 million users, roughlyis quickly becoming the Walmart of media, able to vanquish 1 out of 12 people on the planet.competition by replicating its services at scale.This year saw the launch of Facebook Places and Facebook People spend more than 700 billion minutes per month on Facebook—that’s more than 13,000 years, roughly the amountDeals in the geo-local space, as well as Facebook Messages, of time between the present day and the glacial ice age.which aims to integrate email, text, and chat. Facebook alsoofficially broke out of social networking in 2010 to become oneof the most powerful media companies in the world, surpassing Facebook accounts for 25% of all U.S. page views;Google News in referral traffic to news and media sites. In July, in the second week in November the platform enjoyedFacebook launched its “Facebook + Media” page, engaging 5x more page views than Google.com.media companies directly to identify ways to drive more traffic totheir sites. 200 million users are accessing Facebook using mobile, which is 3x the number of people who FA C E B O O k U n i q U E U S E R S : U. S . voted for President Obama in the 2008 election. (October 2009 - October 2010) 150 The average user is connected to 80 community 151.13 pages, groups, and events. An increase of 55% over the last year Users share more than 30 billion pieces of content 100 (web links, news stories, blog posts, notes, 97.37 photo albums, etc.) each month.millions 50 2/3 of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook. 3. Glaciation of Wisconsin, Lee Clayton, John W. Attig, David M. Mickelson, Mark D. Johnson, and Kent M. Syverson, University 0 of Wisconsin, Department of Geology. 2009 2010 4. “Facebook Accounts for 25% of All U.S. Pageviews,” Jolie O’Dell, Mashable, November 19, 2010, <http://mashable.com/ 2010/11/19/facebook-traffic-stats/>. 5. “President,” CNN.com’s Election Center 2008, November 17, 2008, <http://www.cnn.com/ELECTION/2008/results/president/>.© L2 2010 L2ThinkTank.com 11
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USCASE STUDiESM-COMMERCE: Sudden ImpacteBay has emerged as the clear leader in mobile commerce.The company expects to make $1.5 billion from mobile transac-tions in 2010, up from $600 million in 2009. Version 2.0 of itsphone app, released in November, offers comparison shoppingby scanning bar codes.6 eBay also launched a fashion app in2010, which lets users browse for clothes, access exclusivesales, and “try on” outfits by snapping pictures with the iPhone’scamera. Users can then share their outfits with friends onFacebook and Twitter.7 eBay’s Fashion appAmazon has found success on mobile as well, reporting morethan $1 billion in sales in the 12 months ended June 30, fol-lowing the launch of its 1-Click checkout feature.8 Amazon alsoreleased a price comparison app in November.9In many ways, fashion has led the way for luxury firms. RalphLauren was among the first to offer mobile shopping, followedby Diane von Furstenberg, Marc Jacobs, Donna Karan, and oth-ers. And with the success of e-tailers such as Net-a-Porter andflash sales site Gilt Groupe, traditional luxury retailers such asNeiman Marcus are following suit.10 net-a-Porter iPhone app 6. “eBay Releases All-in-One Buying, Selling & Scanning iPhone App,” Lauren Indvik, Mashable, November 22, 2010, <http://mashable.com/2010/11/22/ ebay-mobile-iphone-app/>. 7. “eBay Helps You Dress Better with New iPhone App,” Lauren Indvik, Mashable, July 16, 2010, <http://mashable.com/2010/07/16/ebay-fashion-iphone-app/; http://mashable.com/2010/07/22/2010-mobile-commerce-trends/>. 8. “Amazon.com Announces Second Quarter Sales up 41% to $6.57 Billion,” <http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-newsArticle&ID= 1451041&highlight=>. 9. “Amazon’s Price Comparison App for iPhone Falls Just Short of Great,” Lauren Indvik, Mashable, November 22, 2010, <http://mashable.com/2010/11/22/ amazon-price-check-iphone/>. 10.“How Fashion Brands Can Make the Most of M-Commerce,” Lydia Dishman, BNET, November 4, 2010, <http://www.bnet.com/blog/publishing-style/how- fashion-brands-can-make-the-most-of-m-commerce/937>.© L2 2010 L2ThinkTank.com 12
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USCASE STUDiES Burberry’s shoppable spring/ summer 2011 runway showBURBERRY: Luxury’s Digital Darling was streamed live on its site, in-store, and via iPadOnce synonymous with “British” and “plaid,” Burberry can nowadd “innovation” to its core associations as the firm blurs theline between brand and media company. With executive supportfor digital experimentation and a rock star public relations team,Burberry has soaked up the limelight with initiatives such as itsshoppable live-streaming runway shows, projected live in-storeand via iPad.Further shedding its former stodgy image, Burberry tapped HarryPotter leading lady Emma Watson as its spokesperson anddedicates portions of its site and Facebook page to highlightingnew musicians. Connecting online and with Gen Y has proved re-warding for Burberry—digital sales have doubled and Facebook“likes” have jumped to more than 3.4 million.11 Burberry’s site features interviews and videos that take visitors behind the scenes of campaign photo shoots with Emma watson11. “Burberry’s Bewitching Formula: China, Digital, Harry Potter,” Caroline Smith, BrandChannel, November 18, 2010, <http://www.brandchannel.com/home/ post/2010/11/18/Burberrys-Bewitching-Formula-China-Digital-Harry-Potter>.© L2 2010 L2ThinkTank.com 13
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey AFFLUENTS’ TOP 20 COnTACT US newspapers & Magazines 1 1 Respondents were asked to write in their favorite newspapers and magazines, 2 2 blogs, TV shows, apps, and prestige brands. 3 3 The following are the top 20 4 4 responses to these questions. 5 5 6 6 7 7 8 8 9 9 10 10 11 11 12 12 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20 20© L2 2010 L2ThinkTank.com 14
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey AFFLUENTS’ TOP 20 COnTACT US Blogs 1 1 Respondents were asked to write in their favorite newspapers and magazines, 2 2 blogs, TV shows, apps, and prestige brands. 3 3 The following are the top 20 4 4 responses to these questions. 5 5 6 6 7 7 8 8 9 9 10 10 11 11 12 12 13 13 14 14 15 Blogs 15 16 16 17 17 18 18 19 19 20 20© L2 2010 L2ThinkTank.com 15
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey AFFLUENTS’ TOP 20 COnTACT US TV Shows 1 1 Respondents were asked to write in their favorite newspapers and magazines, 2 2 blogs, TV shows, apps, and prestige brands. 3 3 The following are the top 20 4 4 responses to these questions. 5 5 6 6 7 7 8 8 9 9 10 10 11 11 12 12 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20 20© L2 2010 L2ThinkTank.com 16
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey AFFLUENTS’ TOP 20 COnTACT US Favorite Apps Respondents were asked to write in their favorite newspapers and magazines, blogs, TV shows, apps, and prestige brands. The following are the top 20 responses to these questions. Responses are for all operating systems and smart phones.© L2 2010 L2ThinkTank.com 17
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey AFFLUENTS’ TOP 20 COnTACT US Last Prestige Brand Purchase 1 1 Respondents were asked to write in their favorite newspapers and magazines, 2 2 blogs, TV shows, apps, and prestige brands. 3 3 The following are the top 20 4 4 responses to these questions. 5 5 6 6 7 7 8 8 9 9 10 10 11 11 12 12 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20 20© L2 2010 L2ThinkTank.com 18
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey AFFLUENTS’ TOP 20 COnTACT US Prestige Brands Aspired to Own 1 1 Respondents were asked to write in their favorite newspapers and magazines, 2 2 blogs, TV shows, apps, and prestige brands. 3 3 The following are the top 20 4 4 responses to these questions. 5 5 6 6 7 7 8 8 9 9 10 10 11 11 12 12 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20 20© L2 2010 L2ThinkTank.com 19
    • Gen Y Affluents: Want to know more about your brand and Gen Y?Media Survey COnTACT USTEAMSCOTT GALLOwAY MAUREEn MULLEn ChRiSTinE PATTOnProfessor of Marketing, NYU Stern L2 Creative Director, L2Founder, L2 Maureen leads L2’s research and advisory group Christine is a brand and marketing consultant withScott is a Clinical Associate Professor at the NYU and has benchmarked and/or developed digital and more than 15 years of experience creating brandStern School of Business where he teaches brand social media initiatives for more than 300 prestige identities and marketing communications for aspi-strategy and luxury marketing and is the founder of brands. She began her career at Triage Consulting rational and luxury brands. She began her career atL2, a think tank for digital innovation. Scott is also Group in San Francisco. At Triage, she led several Cosí, where she developed the brand and oversawthe founder of Firebrand Partners, an operational managed care payment review and payment bench- its evolution from concept through growth to 100activist firm that has invested more than $1 billion in marking projects for hospitals, including UCLA Medi- restaurants. Since then she has provided creativeU.S. consumer and media companies. In 1997, he cal Center, UCSF, and HCA. She has gone on to lead direction for a wide array of clients, including thefounded Red Envelope, an Internet-based branded research and consulting efforts focused on digital launch of Kidville and CosmoGIRL! magazine. Mostconsumer gift retailer (2007 revenues: $100 million). media, private banking, M&A, insurance industry risk recently, she led creative services at ELLE duringIn 1992, Scott started Prophet, a brand strategy management, and renewable energy economics for the most successful years of the magazine’s history,consultancy that employs more than 120 profession- professional firms and academics. Maureen has a developing innovative integrated marketing programsals in the United States, Europe, and Asia. Scott was B.A. in Human Biology from Stanford University and for advertisers. Christine received a B.A. in Econom-elected to the World Economic Forum’s “Global Lead- an M.B.A. from NYU Stern. ics and Journalism from the University of Connecticuters of Tomorrow,” which recognizes 100 individuals and an M.B.A from NYU Stern.under the age of 40 “whose accomplishments have kATE BARnETThad impact on a global level.” L2Scott has served on the boards of directors of Eddie Kate is an associate in L2’s Research and AdvisoryBauer (Nasdaq: EBHI), The New York Times Company practice. She started her career as a retail consultant,(NYSE: NYT), Gateway Computer, eco-America, and initially for the C.O.O. of Steve & Barry’s and later asUC Berkeley’s Haas School of Business. He received an associate at Lightship Partners, specializing ina B.A. from UCLA and an M.B.A. from UC Berkeley. product development and supply chain optimization. Before joining L2, Kate worked with Marvin Traub, the former C.E.O. and chairman of Bloomingdale’s,ROBERT MERTZ conducting research on prestige brands in emergingMcKinsey and Company markets. Kate received her A.B. in Government fromRobert is a senior editor at McKinsey and Company Harvard University.where he edits journals focused on microfinanceand climate change, runs a digital business ideasnewsfeed, and works with industry and functionalpractices to manage their knowledge. He has a B.A.in Literature from the University of Michigan and PhDin Literature from SUNY at Buffalo.© L2 2010 L2ThinkTank.com 20
    • UPCOMING EVENTS 01.14.11 L2 Clinic nYC Tomorrow’s Media Plan 2011 will be the year that brands fundamentally re-think their approach to paid and earned media. This clinic helps managers navigate seismic shifts in technology, media, and consumer behavior to build a robust media plan thatL2 is a think tank for digital innovation. is both dynamic and ROI accountable. REGiSTER nOwWe are a membership organization that brings together thought leadershipfrom academia and industry to drive digital marketing innovation. 01. 20.11 L2 Clinic DC The Social Graph Social media shifts marketing from controlled, one-way communications into collaborative, intimate dialoguesR ESEARCH with—and among—constituents. The strategies, tools,Digital iq index®: The definitive benchmark for online competence, Digital IQ Index® reports score rules of engagement, and metrics present professionalsbrands against peers on more than 350 quantitative and qualitative data points, diagnosing their with a series of challenges. This one-day, intensive clinicdigital strengths and weaknesses. is an adroit and sober examination of social media’s platforms and best practices. REGiSTER nOwEVENTSForums: Big-picture thinking and game-changing innovations meet education and entertainment. 02.25.11 L2 workshop nYCThe largest gatherings of prestige executives in North America. Fostering a Culture of innovation300+ attendees Brands that signal innovation as a point of differentiationClinics: Executive education in a classroom setting with a balance of theory, tactics, and will ultimately drive long-term shareholder value.case studies. This full-day workshop brings together the world’s preeminent thinkers and scholars on innovation for a60 –120 attendees series of real-time exercises and case studies meantworking Lunches: Members-only lunches led by digital thought leaders and academics. to unlock creative thinking in the way you approachTopic immersion in a relaxed environment that encourages open discussion. marketing and your business. REGiSTER nOw12 – 24 attendees 03.18.11 L2 Clinic nYCMBA Mashups: Access and introduction to digital marketing talent from top MBA schools. Facebook, in-DepthCONSULTING With over 500 million active users, Facebook has becomeAdvisory Services: L2 works with brands to garner greater return on investment in digital initiatives. the new operating system of the Internet. This clinic is an in-depth look at the value consumers derive from theAdvisory work includes Brand Digital Roadmaps, Social Media Strategy, and Site Optimization platform and how some of the most innovative brands areengagements. using Facebook to build relationships, drive commerce,MEMBERSHIP and reduce costs. REGiSTER nOwFor membership info and inquiries: membership@L2ThinkTank.com
    • Want to know more about your brand and Gen Y? COnTACT US821 Broadway, 2nd FloorNew York, NY 10003w: L2ThinkTank.comE: info@L2ThinkTank.com A Think TAnk for DiGiTAL innOVATiOn© L2 2010 L2ThinkTank.com