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 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 who has co-founded four successful internet-based media companies. He has a passion for creating, managing, and growing companies from the ground up. Michael's first foray into entrepreneurship came with the founding of University Wire, an Associated Press-like network of more than 700 student-run newspapers that is now owned by CBS Corp. Building on his growing experience in the online space, Michael next founded GOLF.com, which was purchased by Time Warner's Time Inc. division in January 2006.
Michael is currently the chairman and CEO of Buddy Media, Inc., a New York-based company whose Facebook management system is used by global brands and agencies. Michael graduated from Northwestern University in Evanston, Ill. with a B.S. and M.S. in Journalism in 1996. He is a regular contributor to Advertising Age, MediaPost, Fortune, and iMedia Connection, among other publications, and frequently is called upon to speak at industry events including the Monaco Media Forum, the Consumer Electronics Show, OMMA Global, Web 2.0 Expo and iMedia Brand Summit.
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."
Activities that direct the flow of goods and services from producers to consumers. In advanced industrial economies, marketing considerations play a major role in determining corporate policy. Once primarily concerned with increasing sales through advertising and other promotional techniques, corporate marketing departments now focus on credit policies (seecredit), product development, customer support, distribution, and corporate communications. Marketers may look for outlets through which to sell the company's products, including retail stores, direct-mail marketing, and wholesaling. They may make psychological and demographic studies of a potential market, experiment with various marketing strategies, and conduct informal interviews with target audiences. Marketing is used both to increase sales of an existing product and to introduce new products. See alsomerchandising.