Upload
l2
View
226
Download
1
Tags:
Embed Size (px)
DESCRIPTION
The L2 Gen Y Affluents: Media Survey addresses millennials’ modes of media consumption and how they interact with brands within the various media. The 535 affluents studied expect to double their income within five years. Digital media is trouncing traditional channels with Gen Y, the largest U.S. consumer group. Deft marketers are recognizing the value of investing in their own sites, social media platforms, and mobile apps. L2 surveyed nearly 1000 high-achieving and high-earning Gen Y adults for this study. Refined to a panel of 535, on average this sample set is on a trajectory to earn more than $80,000 in the short-term and double their income within the next five years.
Citation preview
A Think TAnk for DiGiTAL innOVATiOn
SCOTT GALLOWAYNYU Stern
copy L2 2010 L2ThinkTankcom
Gen Y AffluentsMedia Survey
December 16 2010
copy L2 2010 L2ThinkTankcom 2
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
i n T R O D U C T i O n
The End of the Beginning Reshaping Prestige in Zeros and Ones Millennialsrsquo Media Consumption and its Effect on Brands
Generation Ymdashthe future of prestigemdashhas a strong preference for digital content and social interaction
The affluent slice of millennials we surveyed is brand conscious educated and upwardly mobile They
regularly 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 Luxury
brands 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 US consumer groupmdash
Generation Y
Fortunately brands are catching on itrsquos the ldquoend of the beginningrdquo of a dramatic shift in ad spending from
traditional formats to digital Deft marketers are recognizing the value of investing in their own sites social
media platforms and mobile apps Those that donrsquot embrace the digital migration risk joining Blockbuster
on the dust heap of great brands that hoped the Internet would just go away
copy L2 2010 L2ThinkTankcom 3
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
i n T R O D U C T i O n
The Headlines
FACEBOOk hAnDS DOwn
81 of millennials use Facebook every daymdashnearly twice as many as those who watch TV or read newspaper content
BLOGS SCALE ThE GATES OF ThE FOURTh ESTATE
Nearly 12 read blogs every day as many as those reading newspaper content
nEwS BRAnDS ThRiVEmdashiTrsquoS PAPER ThATrsquoS DYinG
4 out of 5 of those who access newspaper content daily do so digitally
DiGiTAL kiLLED ThE TV SET
42 watch TV shows online 27 watch movies online
ThE UPwARDLY MOBiLE GO MOBiLE
25 use mobile to access social media and 1 in 8 watched a video on mobile in the past 24 hours
DiGiTAL SOCiAL BRAnDinG iS PARAMOUnT
63 use social media to engage with brands and
more than 50 say that Facebook blogs and brand videos affect their opinions about products
wEBSiTES ARE FLAGShiPS TOO
Websites are as influential as physical stores in shaping Gen Y sentiment second only to friendsrsquo opinions
ABOUT ThE SURVEY
L2 surveyed nearly 1000 high-achieving and high-earning Gen Y adults Refined to a
panel of 535 on average this sample set is on a trajectory to earn more than $100000
in the short term and double their income within the next five years
TV Newspapers Magazines Geo-local Hulu In-PersonConversation
Brick-n-Mortar E-reader AppleFlickr Blackberry
40+
20 ndash 40
10 ndash 20
5 ndash10
1ndash 5
0ndash1
0
6302
02
11
22
43
95
04
02
02
52
415
202
04
04
04
19
06
02
19
02
09
1504
117
22
3207
TV Newspapers Magazines Geo-local Hulu In-PersonConversation
Brick-n-Mortar E-reader AppleFlickr Blackberry
40+
20 ndash 40
10 ndash 20
5 ndash10
1ndash 5
0ndash1
0
632
2
11
22
43
95
4
2
2
52
415
22
4
4
4
19
6
2
19
2
9
154
117
22
327
The Panel bull 535 individuals average age 27
bull 56 female 44 male
bull From 41 countries including the US (76) India (4) China (3) Canada (1) Hong Kong (1) Mexico (1) South Korea (1) and Germany (1)
bull 75 expect to make more than $80000 per year in the short term (next 24 months)
The Questions bull Respondents answered questions on modes of
media consumption frequency of use devices used and brand interaction within the various media
bull Before scoring the brands respondents were asked unprompted for their five favorite prestige brands
bull Respondents scored sentiment for 100 iconic prestige brands
bull Ten industry categories Auto Beauty amp Skincare Department Store E-tailer Fashion Brand Flash Site Menrsquos Fashion Brand Shoes amp Leather Goods Travel amp Hospitality Watches amp Jewelry
copy L2 2010 L2ThinkTankcom 4
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0
25
50
75
100
Facebook YouTube Twitter Hulu Geo-Platform Flickr
k E Y F i n D i n G S
Facebook Is FundamentalWith more than 550 million active users Facebook dominates the
social media landscape In the past ten years the number of
page views recorded for the top ten websites in the US
increased from one third to three quarters of total page views on-
line as the Internet matures people are focusing on fewer sites1
This is especially true in the case of Facebook whose share of
the Internet continues to grow The behemothrsquos success comes
at the expense of other portals as well as traditional channels
that brands have relied on for marketing Websites remain impor-
tant particularly for e-commerce but brands will increasingly fol-
low their customers making their content available on Facebook
SOCiAL MEDiA FREqUEnCY OF USE
Respondentsrsquo Usage by Platform
1 ldquoThe Web is Dead Long Live the Internetrdquo Chris Anderson and Michael Wolff Wired August 17 2010
GEn Y MEDiA COnSUMPTiOn
who access the following media daily
Facebook81
Blogs45
Newspapers45
TV Shows44
= MORE THAN 5 TiMEs A DAY
= WEEKLY
= DAiLY
= MONTHLY
= sEvERAL TiMEs A YEAR
= NEvER
= UsEs pLATFORM ONCE A DAY OR MORE
copy L2 2010 L2ThinkTankcom 5
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
MODES OF ACCESSinG COnTEnT nEwSPAPERS
who access via the following
MODES OF ACCESSinG COnTEnT MAGAZinES
who access via the following
k E Y F i n D i n G S
Blogs on Par with NewspapersIf baby boomers are the TV generation then Gen Y is the blog
generation Nearly half of Gen Y affluents read at least one
blog daily making blogs as popular as newspapers with this
cohort Blogs associated with such traditional media organiza-
tions as The New York Times and ESPN are as popular as those
focused on a niche Millennialsrsquo favorite specialty blogs include
Mashable and The Sartorialist Micro-blogging is even more
pervasive two thirds of affluent Gen Yrsquos use Twitter with one in
four checking their account in the past 24 hours
Newspaper Content Commands as Much Attention as TV On a daily basis Gen Y affluents are as likely to read newspaper
content as they are to watch TV and they would rather have the
content on a screen In fact four of five readers access news-
papers digitally and one in eight do so using a mobile device
Magazines Are Getting lsquoFacebookedrsquoFacebook could do to magazines what Google did to newspa-
pers providing easier access to a vast array of content Gen Y
affluents are avid magazine readers but magazines have not
yet figured out the transition to digital
Nine in ten Gen Y affluents read at least one magazine per
month but only a quarter of them access magazines online
and almost none receive that content on an iPad e-reader or
smartphone The iPad has been a force for innovation but so
far magazine content repackaged for iPads is not compelling
enough for this cohort
= TRADiTiONAL (print)
= TRADiTiONAL (print)
= ipAD E-READER (Kindle Nook)
= ipAD E-READER (Kindle Nook)
= ONLiNE (Desktop or Laptop
Computer)
= ONLiNE (Desktop or Laptop
Computer)
= MObiLE (phone ipod)
= MObiLE (phone ipod)
= i DONrsquoT ACCEss THis sORT OF MEDiA
= i DONrsquoT ACCEss THis sORT OF MEDiA
65
24
19
71
2
2
12
2
21
copy L2 2010 L2ThinkTankcom 6
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
Renting Versus OwningBrandsrsquo ability to establish direct relationships (en masse)
could dramatically alter the media landscape Power will shift
as brands cultivate authentic relationships via Facebook
creating cohorts whose sizes dwarf media brandsrsquo subscriber
bases along with an opening to circumvent the traditional
publisher network
In sum itrsquos a great time to be a digitally deft brand and a
precarious time to be in ad-supported media This graph illus-
trates the relative sizes of the cohorts versus subscriber bases
of iconic brands and media properties respectively
RELATiVE AUDiEnCE REACh ViA FACEBOOk amp CiRCULATiOn
Apple iTunes amp Burberry vs wall Street Journal amp The new York Times
(November 19 2010)
k E Y F i n D i n G S
Apple iTunesFacebook Likes 8525195
The new York TimesCirculation 876638
Facebook Likes 930138
BurberryFacebook Likes 3050057
wSJCirculation 2061142
Facebook Likes 165720
copy L2 2010 L2ThinkTankcom 7
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0 25 50 75 100
YouTube
More than one hour of TV
56
21
13
19
60
Online (other than Hulu YouTube)
Hulu
Mobile Device
iPhone Blackberry
k E Y F i n D i n G S
Digital Video RisingMillennials love TV programs and movies though affection for
television sets and theaters is waning Instead affluents are
watching online and on mobile devices Indeed one in eight re-
ports watching a video on a mobile device in the past 24 hours
Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have
yet to see what this technology can really offer About one in
five Gen Y affluents report using Foursquare in the past 24
hours though a recent Pew study indicated that adult use of
location-based services declined slightly between May and
September of 20102 Usage could increase dramatically how-
ever as new platforms such as Facebook Places and Google
Hotpot launch with built-in potential user bases
Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four
Gen Y affluents access Facebook using a mobile device and
one in five read newspapers using mobile Not surprisingly
the ldquofruitrdquo brands dominate the smartphone market About
one third own a BlackBerry and slightly more own an iPhone
Meanwhile a whopping 71 percent say they expect to own an
iPhone in the future
TRADiTiOnAL TV VS DiGiTAL ViDEO
iPhOnE VS BLACkBERRY
Current and Expected Ownership
in the last 24 hours i watched
in the last 24 hours i watched a video via
Traditional Tv
Digital video
= CURRENTLY OWN
= EXpECT TO OWN
= CURRENTLY OWN
= EXpECT TO OWN
1 icon = 1
2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 2
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
i n T R O D U C T i O n
The End of the Beginning Reshaping Prestige in Zeros and Ones Millennialsrsquo Media Consumption and its Effect on Brands
Generation Ymdashthe future of prestigemdashhas a strong preference for digital content and social interaction
The affluent slice of millennials we surveyed is brand conscious educated and upwardly mobile They
regularly 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 Luxury
brands 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 US consumer groupmdash
Generation Y
Fortunately brands are catching on itrsquos the ldquoend of the beginningrdquo of a dramatic shift in ad spending from
traditional formats to digital Deft marketers are recognizing the value of investing in their own sites social
media platforms and mobile apps Those that donrsquot embrace the digital migration risk joining Blockbuster
on the dust heap of great brands that hoped the Internet would just go away
copy L2 2010 L2ThinkTankcom 3
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
i n T R O D U C T i O n
The Headlines
FACEBOOk hAnDS DOwn
81 of millennials use Facebook every daymdashnearly twice as many as those who watch TV or read newspaper content
BLOGS SCALE ThE GATES OF ThE FOURTh ESTATE
Nearly 12 read blogs every day as many as those reading newspaper content
nEwS BRAnDS ThRiVEmdashiTrsquoS PAPER ThATrsquoS DYinG
4 out of 5 of those who access newspaper content daily do so digitally
DiGiTAL kiLLED ThE TV SET
42 watch TV shows online 27 watch movies online
ThE UPwARDLY MOBiLE GO MOBiLE
25 use mobile to access social media and 1 in 8 watched a video on mobile in the past 24 hours
DiGiTAL SOCiAL BRAnDinG iS PARAMOUnT
63 use social media to engage with brands and
more than 50 say that Facebook blogs and brand videos affect their opinions about products
wEBSiTES ARE FLAGShiPS TOO
Websites are as influential as physical stores in shaping Gen Y sentiment second only to friendsrsquo opinions
ABOUT ThE SURVEY
L2 surveyed nearly 1000 high-achieving and high-earning Gen Y adults Refined to a
panel of 535 on average this sample set is on a trajectory to earn more than $100000
in the short term and double their income within the next five years
TV Newspapers Magazines Geo-local Hulu In-PersonConversation
Brick-n-Mortar E-reader AppleFlickr Blackberry
40+
20 ndash 40
10 ndash 20
5 ndash10
1ndash 5
0ndash1
0
6302
02
11
22
43
95
04
02
02
52
415
202
04
04
04
19
06
02
19
02
09
1504
117
22
3207
TV Newspapers Magazines Geo-local Hulu In-PersonConversation
Brick-n-Mortar E-reader AppleFlickr Blackberry
40+
20 ndash 40
10 ndash 20
5 ndash10
1ndash 5
0ndash1
0
632
2
11
22
43
95
4
2
2
52
415
22
4
4
4
19
6
2
19
2
9
154
117
22
327
The Panel bull 535 individuals average age 27
bull 56 female 44 male
bull From 41 countries including the US (76) India (4) China (3) Canada (1) Hong Kong (1) Mexico (1) South Korea (1) and Germany (1)
bull 75 expect to make more than $80000 per year in the short term (next 24 months)
The Questions bull Respondents answered questions on modes of
media consumption frequency of use devices used and brand interaction within the various media
bull Before scoring the brands respondents were asked unprompted for their five favorite prestige brands
bull Respondents scored sentiment for 100 iconic prestige brands
bull Ten industry categories Auto Beauty amp Skincare Department Store E-tailer Fashion Brand Flash Site Menrsquos Fashion Brand Shoes amp Leather Goods Travel amp Hospitality Watches amp Jewelry
copy L2 2010 L2ThinkTankcom 4
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0
25
50
75
100
Facebook YouTube Twitter Hulu Geo-Platform Flickr
k E Y F i n D i n G S
Facebook Is FundamentalWith more than 550 million active users Facebook dominates the
social media landscape In the past ten years the number of
page views recorded for the top ten websites in the US
increased from one third to three quarters of total page views on-
line as the Internet matures people are focusing on fewer sites1
This is especially true in the case of Facebook whose share of
the Internet continues to grow The behemothrsquos success comes
at the expense of other portals as well as traditional channels
that brands have relied on for marketing Websites remain impor-
tant particularly for e-commerce but brands will increasingly fol-
low their customers making their content available on Facebook
SOCiAL MEDiA FREqUEnCY OF USE
Respondentsrsquo Usage by Platform
1 ldquoThe Web is Dead Long Live the Internetrdquo Chris Anderson and Michael Wolff Wired August 17 2010
GEn Y MEDiA COnSUMPTiOn
who access the following media daily
Facebook81
Blogs45
Newspapers45
TV Shows44
= MORE THAN 5 TiMEs A DAY
= WEEKLY
= DAiLY
= MONTHLY
= sEvERAL TiMEs A YEAR
= NEvER
= UsEs pLATFORM ONCE A DAY OR MORE
copy L2 2010 L2ThinkTankcom 5
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
MODES OF ACCESSinG COnTEnT nEwSPAPERS
who access via the following
MODES OF ACCESSinG COnTEnT MAGAZinES
who access via the following
k E Y F i n D i n G S
Blogs on Par with NewspapersIf baby boomers are the TV generation then Gen Y is the blog
generation Nearly half of Gen Y affluents read at least one
blog daily making blogs as popular as newspapers with this
cohort Blogs associated with such traditional media organiza-
tions as The New York Times and ESPN are as popular as those
focused on a niche Millennialsrsquo favorite specialty blogs include
Mashable and The Sartorialist Micro-blogging is even more
pervasive two thirds of affluent Gen Yrsquos use Twitter with one in
four checking their account in the past 24 hours
Newspaper Content Commands as Much Attention as TV On a daily basis Gen Y affluents are as likely to read newspaper
content as they are to watch TV and they would rather have the
content on a screen In fact four of five readers access news-
papers digitally and one in eight do so using a mobile device
Magazines Are Getting lsquoFacebookedrsquoFacebook could do to magazines what Google did to newspa-
pers providing easier access to a vast array of content Gen Y
affluents are avid magazine readers but magazines have not
yet figured out the transition to digital
Nine in ten Gen Y affluents read at least one magazine per
month but only a quarter of them access magazines online
and almost none receive that content on an iPad e-reader or
smartphone The iPad has been a force for innovation but so
far magazine content repackaged for iPads is not compelling
enough for this cohort
= TRADiTiONAL (print)
= TRADiTiONAL (print)
= ipAD E-READER (Kindle Nook)
= ipAD E-READER (Kindle Nook)
= ONLiNE (Desktop or Laptop
Computer)
= ONLiNE (Desktop or Laptop
Computer)
= MObiLE (phone ipod)
= MObiLE (phone ipod)
= i DONrsquoT ACCEss THis sORT OF MEDiA
= i DONrsquoT ACCEss THis sORT OF MEDiA
65
24
19
71
2
2
12
2
21
copy L2 2010 L2ThinkTankcom 6
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
Renting Versus OwningBrandsrsquo ability to establish direct relationships (en masse)
could dramatically alter the media landscape Power will shift
as brands cultivate authentic relationships via Facebook
creating cohorts whose sizes dwarf media brandsrsquo subscriber
bases along with an opening to circumvent the traditional
publisher network
In sum itrsquos a great time to be a digitally deft brand and a
precarious time to be in ad-supported media This graph illus-
trates the relative sizes of the cohorts versus subscriber bases
of iconic brands and media properties respectively
RELATiVE AUDiEnCE REACh ViA FACEBOOk amp CiRCULATiOn
Apple iTunes amp Burberry vs wall Street Journal amp The new York Times
(November 19 2010)
k E Y F i n D i n G S
Apple iTunesFacebook Likes 8525195
The new York TimesCirculation 876638
Facebook Likes 930138
BurberryFacebook Likes 3050057
wSJCirculation 2061142
Facebook Likes 165720
copy L2 2010 L2ThinkTankcom 7
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0 25 50 75 100
YouTube
More than one hour of TV
56
21
13
19
60
Online (other than Hulu YouTube)
Hulu
Mobile Device
iPhone Blackberry
k E Y F i n D i n G S
Digital Video RisingMillennials love TV programs and movies though affection for
television sets and theaters is waning Instead affluents are
watching online and on mobile devices Indeed one in eight re-
ports watching a video on a mobile device in the past 24 hours
Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have
yet to see what this technology can really offer About one in
five Gen Y affluents report using Foursquare in the past 24
hours though a recent Pew study indicated that adult use of
location-based services declined slightly between May and
September of 20102 Usage could increase dramatically how-
ever as new platforms such as Facebook Places and Google
Hotpot launch with built-in potential user bases
Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four
Gen Y affluents access Facebook using a mobile device and
one in five read newspapers using mobile Not surprisingly
the ldquofruitrdquo brands dominate the smartphone market About
one third own a BlackBerry and slightly more own an iPhone
Meanwhile a whopping 71 percent say they expect to own an
iPhone in the future
TRADiTiOnAL TV VS DiGiTAL ViDEO
iPhOnE VS BLACkBERRY
Current and Expected Ownership
in the last 24 hours i watched
in the last 24 hours i watched a video via
Traditional Tv
Digital video
= CURRENTLY OWN
= EXpECT TO OWN
= CURRENTLY OWN
= EXpECT TO OWN
1 icon = 1
2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 3
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
i n T R O D U C T i O n
The Headlines
FACEBOOk hAnDS DOwn
81 of millennials use Facebook every daymdashnearly twice as many as those who watch TV or read newspaper content
BLOGS SCALE ThE GATES OF ThE FOURTh ESTATE
Nearly 12 read blogs every day as many as those reading newspaper content
nEwS BRAnDS ThRiVEmdashiTrsquoS PAPER ThATrsquoS DYinG
4 out of 5 of those who access newspaper content daily do so digitally
DiGiTAL kiLLED ThE TV SET
42 watch TV shows online 27 watch movies online
ThE UPwARDLY MOBiLE GO MOBiLE
25 use mobile to access social media and 1 in 8 watched a video on mobile in the past 24 hours
DiGiTAL SOCiAL BRAnDinG iS PARAMOUnT
63 use social media to engage with brands and
more than 50 say that Facebook blogs and brand videos affect their opinions about products
wEBSiTES ARE FLAGShiPS TOO
Websites are as influential as physical stores in shaping Gen Y sentiment second only to friendsrsquo opinions
ABOUT ThE SURVEY
L2 surveyed nearly 1000 high-achieving and high-earning Gen Y adults Refined to a
panel of 535 on average this sample set is on a trajectory to earn more than $100000
in the short term and double their income within the next five years
TV Newspapers Magazines Geo-local Hulu In-PersonConversation
Brick-n-Mortar E-reader AppleFlickr Blackberry
40+
20 ndash 40
10 ndash 20
5 ndash10
1ndash 5
0ndash1
0
6302
02
11
22
43
95
04
02
02
52
415
202
04
04
04
19
06
02
19
02
09
1504
117
22
3207
TV Newspapers Magazines Geo-local Hulu In-PersonConversation
Brick-n-Mortar E-reader AppleFlickr Blackberry
40+
20 ndash 40
10 ndash 20
5 ndash10
1ndash 5
0ndash1
0
632
2
11
22
43
95
4
2
2
52
415
22
4
4
4
19
6
2
19
2
9
154
117
22
327
The Panel bull 535 individuals average age 27
bull 56 female 44 male
bull From 41 countries including the US (76) India (4) China (3) Canada (1) Hong Kong (1) Mexico (1) South Korea (1) and Germany (1)
bull 75 expect to make more than $80000 per year in the short term (next 24 months)
The Questions bull Respondents answered questions on modes of
media consumption frequency of use devices used and brand interaction within the various media
bull Before scoring the brands respondents were asked unprompted for their five favorite prestige brands
bull Respondents scored sentiment for 100 iconic prestige brands
bull Ten industry categories Auto Beauty amp Skincare Department Store E-tailer Fashion Brand Flash Site Menrsquos Fashion Brand Shoes amp Leather Goods Travel amp Hospitality Watches amp Jewelry
copy L2 2010 L2ThinkTankcom 4
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0
25
50
75
100
Facebook YouTube Twitter Hulu Geo-Platform Flickr
k E Y F i n D i n G S
Facebook Is FundamentalWith more than 550 million active users Facebook dominates the
social media landscape In the past ten years the number of
page views recorded for the top ten websites in the US
increased from one third to three quarters of total page views on-
line as the Internet matures people are focusing on fewer sites1
This is especially true in the case of Facebook whose share of
the Internet continues to grow The behemothrsquos success comes
at the expense of other portals as well as traditional channels
that brands have relied on for marketing Websites remain impor-
tant particularly for e-commerce but brands will increasingly fol-
low their customers making their content available on Facebook
SOCiAL MEDiA FREqUEnCY OF USE
Respondentsrsquo Usage by Platform
1 ldquoThe Web is Dead Long Live the Internetrdquo Chris Anderson and Michael Wolff Wired August 17 2010
GEn Y MEDiA COnSUMPTiOn
who access the following media daily
Facebook81
Blogs45
Newspapers45
TV Shows44
= MORE THAN 5 TiMEs A DAY
= WEEKLY
= DAiLY
= MONTHLY
= sEvERAL TiMEs A YEAR
= NEvER
= UsEs pLATFORM ONCE A DAY OR MORE
copy L2 2010 L2ThinkTankcom 5
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
MODES OF ACCESSinG COnTEnT nEwSPAPERS
who access via the following
MODES OF ACCESSinG COnTEnT MAGAZinES
who access via the following
k E Y F i n D i n G S
Blogs on Par with NewspapersIf baby boomers are the TV generation then Gen Y is the blog
generation Nearly half of Gen Y affluents read at least one
blog daily making blogs as popular as newspapers with this
cohort Blogs associated with such traditional media organiza-
tions as The New York Times and ESPN are as popular as those
focused on a niche Millennialsrsquo favorite specialty blogs include
Mashable and The Sartorialist Micro-blogging is even more
pervasive two thirds of affluent Gen Yrsquos use Twitter with one in
four checking their account in the past 24 hours
Newspaper Content Commands as Much Attention as TV On a daily basis Gen Y affluents are as likely to read newspaper
content as they are to watch TV and they would rather have the
content on a screen In fact four of five readers access news-
papers digitally and one in eight do so using a mobile device
Magazines Are Getting lsquoFacebookedrsquoFacebook could do to magazines what Google did to newspa-
pers providing easier access to a vast array of content Gen Y
affluents are avid magazine readers but magazines have not
yet figured out the transition to digital
Nine in ten Gen Y affluents read at least one magazine per
month but only a quarter of them access magazines online
and almost none receive that content on an iPad e-reader or
smartphone The iPad has been a force for innovation but so
far magazine content repackaged for iPads is not compelling
enough for this cohort
= TRADiTiONAL (print)
= TRADiTiONAL (print)
= ipAD E-READER (Kindle Nook)
= ipAD E-READER (Kindle Nook)
= ONLiNE (Desktop or Laptop
Computer)
= ONLiNE (Desktop or Laptop
Computer)
= MObiLE (phone ipod)
= MObiLE (phone ipod)
= i DONrsquoT ACCEss THis sORT OF MEDiA
= i DONrsquoT ACCEss THis sORT OF MEDiA
65
24
19
71
2
2
12
2
21
copy L2 2010 L2ThinkTankcom 6
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
Renting Versus OwningBrandsrsquo ability to establish direct relationships (en masse)
could dramatically alter the media landscape Power will shift
as brands cultivate authentic relationships via Facebook
creating cohorts whose sizes dwarf media brandsrsquo subscriber
bases along with an opening to circumvent the traditional
publisher network
In sum itrsquos a great time to be a digitally deft brand and a
precarious time to be in ad-supported media This graph illus-
trates the relative sizes of the cohorts versus subscriber bases
of iconic brands and media properties respectively
RELATiVE AUDiEnCE REACh ViA FACEBOOk amp CiRCULATiOn
Apple iTunes amp Burberry vs wall Street Journal amp The new York Times
(November 19 2010)
k E Y F i n D i n G S
Apple iTunesFacebook Likes 8525195
The new York TimesCirculation 876638
Facebook Likes 930138
BurberryFacebook Likes 3050057
wSJCirculation 2061142
Facebook Likes 165720
copy L2 2010 L2ThinkTankcom 7
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0 25 50 75 100
YouTube
More than one hour of TV
56
21
13
19
60
Online (other than Hulu YouTube)
Hulu
Mobile Device
iPhone Blackberry
k E Y F i n D i n G S
Digital Video RisingMillennials love TV programs and movies though affection for
television sets and theaters is waning Instead affluents are
watching online and on mobile devices Indeed one in eight re-
ports watching a video on a mobile device in the past 24 hours
Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have
yet to see what this technology can really offer About one in
five Gen Y affluents report using Foursquare in the past 24
hours though a recent Pew study indicated that adult use of
location-based services declined slightly between May and
September of 20102 Usage could increase dramatically how-
ever as new platforms such as Facebook Places and Google
Hotpot launch with built-in potential user bases
Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four
Gen Y affluents access Facebook using a mobile device and
one in five read newspapers using mobile Not surprisingly
the ldquofruitrdquo brands dominate the smartphone market About
one third own a BlackBerry and slightly more own an iPhone
Meanwhile a whopping 71 percent say they expect to own an
iPhone in the future
TRADiTiOnAL TV VS DiGiTAL ViDEO
iPhOnE VS BLACkBERRY
Current and Expected Ownership
in the last 24 hours i watched
in the last 24 hours i watched a video via
Traditional Tv
Digital video
= CURRENTLY OWN
= EXpECT TO OWN
= CURRENTLY OWN
= EXpECT TO OWN
1 icon = 1
2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 4
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0
25
50
75
100
Facebook YouTube Twitter Hulu Geo-Platform Flickr
k E Y F i n D i n G S
Facebook Is FundamentalWith more than 550 million active users Facebook dominates the
social media landscape In the past ten years the number of
page views recorded for the top ten websites in the US
increased from one third to three quarters of total page views on-
line as the Internet matures people are focusing on fewer sites1
This is especially true in the case of Facebook whose share of
the Internet continues to grow The behemothrsquos success comes
at the expense of other portals as well as traditional channels
that brands have relied on for marketing Websites remain impor-
tant particularly for e-commerce but brands will increasingly fol-
low their customers making their content available on Facebook
SOCiAL MEDiA FREqUEnCY OF USE
Respondentsrsquo Usage by Platform
1 ldquoThe Web is Dead Long Live the Internetrdquo Chris Anderson and Michael Wolff Wired August 17 2010
GEn Y MEDiA COnSUMPTiOn
who access the following media daily
Facebook81
Blogs45
Newspapers45
TV Shows44
= MORE THAN 5 TiMEs A DAY
= WEEKLY
= DAiLY
= MONTHLY
= sEvERAL TiMEs A YEAR
= NEvER
= UsEs pLATFORM ONCE A DAY OR MORE
copy L2 2010 L2ThinkTankcom 5
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
MODES OF ACCESSinG COnTEnT nEwSPAPERS
who access via the following
MODES OF ACCESSinG COnTEnT MAGAZinES
who access via the following
k E Y F i n D i n G S
Blogs on Par with NewspapersIf baby boomers are the TV generation then Gen Y is the blog
generation Nearly half of Gen Y affluents read at least one
blog daily making blogs as popular as newspapers with this
cohort Blogs associated with such traditional media organiza-
tions as The New York Times and ESPN are as popular as those
focused on a niche Millennialsrsquo favorite specialty blogs include
Mashable and The Sartorialist Micro-blogging is even more
pervasive two thirds of affluent Gen Yrsquos use Twitter with one in
four checking their account in the past 24 hours
Newspaper Content Commands as Much Attention as TV On a daily basis Gen Y affluents are as likely to read newspaper
content as they are to watch TV and they would rather have the
content on a screen In fact four of five readers access news-
papers digitally and one in eight do so using a mobile device
Magazines Are Getting lsquoFacebookedrsquoFacebook could do to magazines what Google did to newspa-
pers providing easier access to a vast array of content Gen Y
affluents are avid magazine readers but magazines have not
yet figured out the transition to digital
Nine in ten Gen Y affluents read at least one magazine per
month but only a quarter of them access magazines online
and almost none receive that content on an iPad e-reader or
smartphone The iPad has been a force for innovation but so
far magazine content repackaged for iPads is not compelling
enough for this cohort
= TRADiTiONAL (print)
= TRADiTiONAL (print)
= ipAD E-READER (Kindle Nook)
= ipAD E-READER (Kindle Nook)
= ONLiNE (Desktop or Laptop
Computer)
= ONLiNE (Desktop or Laptop
Computer)
= MObiLE (phone ipod)
= MObiLE (phone ipod)
= i DONrsquoT ACCEss THis sORT OF MEDiA
= i DONrsquoT ACCEss THis sORT OF MEDiA
65
24
19
71
2
2
12
2
21
copy L2 2010 L2ThinkTankcom 6
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
Renting Versus OwningBrandsrsquo ability to establish direct relationships (en masse)
could dramatically alter the media landscape Power will shift
as brands cultivate authentic relationships via Facebook
creating cohorts whose sizes dwarf media brandsrsquo subscriber
bases along with an opening to circumvent the traditional
publisher network
In sum itrsquos a great time to be a digitally deft brand and a
precarious time to be in ad-supported media This graph illus-
trates the relative sizes of the cohorts versus subscriber bases
of iconic brands and media properties respectively
RELATiVE AUDiEnCE REACh ViA FACEBOOk amp CiRCULATiOn
Apple iTunes amp Burberry vs wall Street Journal amp The new York Times
(November 19 2010)
k E Y F i n D i n G S
Apple iTunesFacebook Likes 8525195
The new York TimesCirculation 876638
Facebook Likes 930138
BurberryFacebook Likes 3050057
wSJCirculation 2061142
Facebook Likes 165720
copy L2 2010 L2ThinkTankcom 7
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0 25 50 75 100
YouTube
More than one hour of TV
56
21
13
19
60
Online (other than Hulu YouTube)
Hulu
Mobile Device
iPhone Blackberry
k E Y F i n D i n G S
Digital Video RisingMillennials love TV programs and movies though affection for
television sets and theaters is waning Instead affluents are
watching online and on mobile devices Indeed one in eight re-
ports watching a video on a mobile device in the past 24 hours
Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have
yet to see what this technology can really offer About one in
five Gen Y affluents report using Foursquare in the past 24
hours though a recent Pew study indicated that adult use of
location-based services declined slightly between May and
September of 20102 Usage could increase dramatically how-
ever as new platforms such as Facebook Places and Google
Hotpot launch with built-in potential user bases
Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four
Gen Y affluents access Facebook using a mobile device and
one in five read newspapers using mobile Not surprisingly
the ldquofruitrdquo brands dominate the smartphone market About
one third own a BlackBerry and slightly more own an iPhone
Meanwhile a whopping 71 percent say they expect to own an
iPhone in the future
TRADiTiOnAL TV VS DiGiTAL ViDEO
iPhOnE VS BLACkBERRY
Current and Expected Ownership
in the last 24 hours i watched
in the last 24 hours i watched a video via
Traditional Tv
Digital video
= CURRENTLY OWN
= EXpECT TO OWN
= CURRENTLY OWN
= EXpECT TO OWN
1 icon = 1
2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 5
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
MODES OF ACCESSinG COnTEnT nEwSPAPERS
who access via the following
MODES OF ACCESSinG COnTEnT MAGAZinES
who access via the following
k E Y F i n D i n G S
Blogs on Par with NewspapersIf baby boomers are the TV generation then Gen Y is the blog
generation Nearly half of Gen Y affluents read at least one
blog daily making blogs as popular as newspapers with this
cohort Blogs associated with such traditional media organiza-
tions as The New York Times and ESPN are as popular as those
focused on a niche Millennialsrsquo favorite specialty blogs include
Mashable and The Sartorialist Micro-blogging is even more
pervasive two thirds of affluent Gen Yrsquos use Twitter with one in
four checking their account in the past 24 hours
Newspaper Content Commands as Much Attention as TV On a daily basis Gen Y affluents are as likely to read newspaper
content as they are to watch TV and they would rather have the
content on a screen In fact four of five readers access news-
papers digitally and one in eight do so using a mobile device
Magazines Are Getting lsquoFacebookedrsquoFacebook could do to magazines what Google did to newspa-
pers providing easier access to a vast array of content Gen Y
affluents are avid magazine readers but magazines have not
yet figured out the transition to digital
Nine in ten Gen Y affluents read at least one magazine per
month but only a quarter of them access magazines online
and almost none receive that content on an iPad e-reader or
smartphone The iPad has been a force for innovation but so
far magazine content repackaged for iPads is not compelling
enough for this cohort
= TRADiTiONAL (print)
= TRADiTiONAL (print)
= ipAD E-READER (Kindle Nook)
= ipAD E-READER (Kindle Nook)
= ONLiNE (Desktop or Laptop
Computer)
= ONLiNE (Desktop or Laptop
Computer)
= MObiLE (phone ipod)
= MObiLE (phone ipod)
= i DONrsquoT ACCEss THis sORT OF MEDiA
= i DONrsquoT ACCEss THis sORT OF MEDiA
65
24
19
71
2
2
12
2
21
copy L2 2010 L2ThinkTankcom 6
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
Renting Versus OwningBrandsrsquo ability to establish direct relationships (en masse)
could dramatically alter the media landscape Power will shift
as brands cultivate authentic relationships via Facebook
creating cohorts whose sizes dwarf media brandsrsquo subscriber
bases along with an opening to circumvent the traditional
publisher network
In sum itrsquos a great time to be a digitally deft brand and a
precarious time to be in ad-supported media This graph illus-
trates the relative sizes of the cohorts versus subscriber bases
of iconic brands and media properties respectively
RELATiVE AUDiEnCE REACh ViA FACEBOOk amp CiRCULATiOn
Apple iTunes amp Burberry vs wall Street Journal amp The new York Times
(November 19 2010)
k E Y F i n D i n G S
Apple iTunesFacebook Likes 8525195
The new York TimesCirculation 876638
Facebook Likes 930138
BurberryFacebook Likes 3050057
wSJCirculation 2061142
Facebook Likes 165720
copy L2 2010 L2ThinkTankcom 7
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0 25 50 75 100
YouTube
More than one hour of TV
56
21
13
19
60
Online (other than Hulu YouTube)
Hulu
Mobile Device
iPhone Blackberry
k E Y F i n D i n G S
Digital Video RisingMillennials love TV programs and movies though affection for
television sets and theaters is waning Instead affluents are
watching online and on mobile devices Indeed one in eight re-
ports watching a video on a mobile device in the past 24 hours
Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have
yet to see what this technology can really offer About one in
five Gen Y affluents report using Foursquare in the past 24
hours though a recent Pew study indicated that adult use of
location-based services declined slightly between May and
September of 20102 Usage could increase dramatically how-
ever as new platforms such as Facebook Places and Google
Hotpot launch with built-in potential user bases
Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four
Gen Y affluents access Facebook using a mobile device and
one in five read newspapers using mobile Not surprisingly
the ldquofruitrdquo brands dominate the smartphone market About
one third own a BlackBerry and slightly more own an iPhone
Meanwhile a whopping 71 percent say they expect to own an
iPhone in the future
TRADiTiOnAL TV VS DiGiTAL ViDEO
iPhOnE VS BLACkBERRY
Current and Expected Ownership
in the last 24 hours i watched
in the last 24 hours i watched a video via
Traditional Tv
Digital video
= CURRENTLY OWN
= EXpECT TO OWN
= CURRENTLY OWN
= EXpECT TO OWN
1 icon = 1
2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 6
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
Renting Versus OwningBrandsrsquo ability to establish direct relationships (en masse)
could dramatically alter the media landscape Power will shift
as brands cultivate authentic relationships via Facebook
creating cohorts whose sizes dwarf media brandsrsquo subscriber
bases along with an opening to circumvent the traditional
publisher network
In sum itrsquos a great time to be a digitally deft brand and a
precarious time to be in ad-supported media This graph illus-
trates the relative sizes of the cohorts versus subscriber bases
of iconic brands and media properties respectively
RELATiVE AUDiEnCE REACh ViA FACEBOOk amp CiRCULATiOn
Apple iTunes amp Burberry vs wall Street Journal amp The new York Times
(November 19 2010)
k E Y F i n D i n G S
Apple iTunesFacebook Likes 8525195
The new York TimesCirculation 876638
Facebook Likes 930138
BurberryFacebook Likes 3050057
wSJCirculation 2061142
Facebook Likes 165720
copy L2 2010 L2ThinkTankcom 7
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0 25 50 75 100
YouTube
More than one hour of TV
56
21
13
19
60
Online (other than Hulu YouTube)
Hulu
Mobile Device
iPhone Blackberry
k E Y F i n D i n G S
Digital Video RisingMillennials love TV programs and movies though affection for
television sets and theaters is waning Instead affluents are
watching online and on mobile devices Indeed one in eight re-
ports watching a video on a mobile device in the past 24 hours
Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have
yet to see what this technology can really offer About one in
five Gen Y affluents report using Foursquare in the past 24
hours though a recent Pew study indicated that adult use of
location-based services declined slightly between May and
September of 20102 Usage could increase dramatically how-
ever as new platforms such as Facebook Places and Google
Hotpot launch with built-in potential user bases
Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four
Gen Y affluents access Facebook using a mobile device and
one in five read newspapers using mobile Not surprisingly
the ldquofruitrdquo brands dominate the smartphone market About
one third own a BlackBerry and slightly more own an iPhone
Meanwhile a whopping 71 percent say they expect to own an
iPhone in the future
TRADiTiOnAL TV VS DiGiTAL ViDEO
iPhOnE VS BLACkBERRY
Current and Expected Ownership
in the last 24 hours i watched
in the last 24 hours i watched a video via
Traditional Tv
Digital video
= CURRENTLY OWN
= EXpECT TO OWN
= CURRENTLY OWN
= EXpECT TO OWN
1 icon = 1
2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 7
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
0 25 50 75 100
YouTube
More than one hour of TV
56
21
13
19
60
Online (other than Hulu YouTube)
Hulu
Mobile Device
iPhone Blackberry
k E Y F i n D i n G S
Digital Video RisingMillennials love TV programs and movies though affection for
television sets and theaters is waning Instead affluents are
watching online and on mobile devices Indeed one in eight re-
ports watching a video on a mobile device in the past 24 hours
Geo-Local The Mouse That RoarsLocation-based services garner major buzz though we have
yet to see what this technology can really offer About one in
five Gen Y affluents report using Foursquare in the past 24
hours though a recent Pew study indicated that adult use of
location-based services declined slightly between May and
September of 20102 Usage could increase dramatically how-
ever as new platforms such as Facebook Places and Google
Hotpot launch with built-in potential user bases
Smart Smarter SmartestThe mobile content-delivery revolution is underway One in four
Gen Y affluents access Facebook using a mobile device and
one in five read newspapers using mobile Not surprisingly
the ldquofruitrdquo brands dominate the smartphone market About
one third own a BlackBerry and slightly more own an iPhone
Meanwhile a whopping 71 percent say they expect to own an
iPhone in the future
TRADiTiOnAL TV VS DiGiTAL ViDEO
iPhOnE VS BLACkBERRY
Current and Expected Ownership
in the last 24 hours i watched
in the last 24 hours i watched a video via
Traditional Tv
Digital video
= CURRENTLY OWN
= EXpECT TO OWN
= CURRENTLY OWN
= EXpECT TO OWN
1 icon = 1
2 Pew Research Centerrsquos Internet amp American Life Project ldquo4 of online Americans use location-based servicesrdquo lthttpwwwpewinternetorgReports2010 Location-based-servicesaspxgt
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 8
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
which of the fo l lowing best descr ibes your level o f
BRAnD AwAREnESS
which sta tements best descr ibe why you engage wi th
brands or products us ing SOCiAL MEDiA
= i FOLLOW A FEW GOOD bRANDs
= irsquoM A bRAND DEvOTEE
= i GET THE OCCAsiONAL bRAND CRUsH
= i WANT TO RECEivE pROMOTiONs AND OFFERs
= i LiKE THE CONTENT THE bRAND pROviDEs
= i DONrsquoT UsUALLY ENGAGE WiTH bRANDs OR pRODUCTs UsiNG sOCiAL MEDiA
= i HAvE AN AFFiNiTY FOR THE bRAND OR pRODUCT
= irsquoM bRAND AGNOsTiC (i can take them or leave them)
= i DONrsquoT bELiEvE iN LAbELs
43
32
12
1
12
k E Y F i n D i n G S
Big on BrandsGen Ys are both brand aware and eager to interact Three quarters
of respondents have an affinity for brands and one in eight are
self-proclaimed brand ldquodevoteesrdquo Early adoptersmdashthose who
use mobile devices and e-readers to access mediamdashmay be
particularly valuable to luxury brands Seventy-nine percent of
these technophiles expect to make $100000 per year or more
in the near term In other words cutting-edge innovation is
important to the most affluent among Gen Ys This wealthier
bunch also skews slightly higher on brand awareness
Social Media and the Brand FunnelThe majority of Gen Y affluents use social media to connect
with brands Many do so to receive promotions or offers and
one quarter engages because they have an affinity for a brand
Nearly one in eight simply like the content brands provide
37
2838
24
10
2615
20
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 9
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
FACEBOOk inTERACTiOn
Frequency of Sharing Comments and Likes
FacebookldquoSHARErdquo
FacebookldquoCOMMENTrdquo
FacebookldquoLIKErdquo
0
25
50
75
3038
54
0 25 50 75 100
In-person discussionwith friends
Brand website visit
Brick-and-mortarstore visit
83
76
73
BRAnD wEBSiTES ALMOST AS POPULAR AS BFFs
of respondents who have interacted with brands in the past 24 hours
k E Y F i n D i n G S
Building on Brick-and-MortarThe majority of respondents are likely to purchase prestige
brands in-store though nearly half anticipate making pur-
chases through a brandrsquos website In a given 24-hour period
however more respondents visit a website than a physical
store As investments follow the consumer therersquos likely to be
a massive increase in the allocation of capital to brandsrsquo online
stores from their terrestrial counterparts
Vis-agrave-Vis Facebook With the majority of Gen Y opting in to brand newsletters and
updates email remains a powerful tool for interaction But
Facebook is becoming the new word of mouth More than half
of respondents have ldquolikedrdquo a brand in the past month and
about one third have ldquosharedrdquo brands with their networks
Brand Websites Are as Influential as Newspapers and GlossiesWord of mouth is still the most important force shaping Gen Y
brand perceptions but websites tie for second place with news-
papers and magazinesmdashbrandsrsquo traditional marketing weapons
of choice Three quarters of Gen Y affluents visited brand sites
in the past 24 hours though most firms still allocate a dispro-
portionate percentage of their marketing budgets to analog
channels Digital media receives only a fraction of the dollars that
consumersrsquo behavior suggests they should
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 10
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
WIRED UnpluggedWired is head of the pack when it comes to offering a compelling
format for magazine content on the iPad The Wired app was
downloaded an impressive 100000 times in June its first month
Not surprisingly downloads dropped more than a third in each
successive month through September after its core readership
signed on
Itrsquos too early to tell if the honeymoon is already over or if the real
marriage of magazines and apps is forthcoming
iPads still arenrsquot commonplace despite their remarkable growth
But the real bottleneck for magazines is design Wiredrsquos app is
among the best but no magazine has really tapped the social
and interactive potential of the tablet format Most magazine
apps could still pass for PDFs of the print version As such
accessing magazine content on an iPad may seem more like
heavy petting than anything else in the near term
Wired magazinersquos iPhone app
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 11
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
2009 2010
0
50
100
150
An increase of 55over the last year
15113
9737
FACEBOOk UniqUE USERS US
(October 2009 - October 2010)
C A S E S T U D i E S
FACEBOOK Mediarsquos WalmartFacebook is growing at a blistering rate doubling its US user
base in the 12 months through October The ubiquitous platform
is quickly becoming the Walmart of media able to vanquish
competition by replicating its services at scale
This year saw the launch of Facebook Places and Facebook
Deals in the geo-local space as well as Facebook Messages
which aims to integrate email text and chat Facebook also
officially broke out of social networking in 2010 to become one
of the most powerful media companies in the world surpassing
Google News in referral traffic to news and media sites In July
Facebook launched its ldquoFacebook + Mediardquo page engaging
media companies directly to identify ways to drive more traffic to
their sites
mill
ions
Facebook boasts 550 million users roughly
1 out of 12 people on the planet
People spend more than 700 billion minutes per month
on Facebookmdashthatrsquos more than 13000 years roughly the amount
of time between the present day and the glacial ice age
Facebook accounts for 25 of all US page views
in the second week in November the platform enjoyed
5x more page views than Googlecom
200 million users are accessing Facebook
using mobile which is 3x the number of people who
voted for President Obama in the 2008 election
The average user is connected to 80 community
pages groups and events
Users share more than 30 billion pieces of content
(web links news stories blog posts notes
photo albums etc) each month
23 of comScorersquos US Top 100 websites and half of comScorersquos
Global Top 100 websites have integrated with Facebook
FACEBOOk FACTS
3 Glaciation of Wisconsin Lee Clayton John W Attig David M Mickelson Mark D Johnson and Kent M Syverson University of Wisconsin Department of Geology
4 ldquoFacebook Accounts for 25 of All US Pageviewsrdquo Jolie OrsquoDell Mashable November 19 2010 lthttpmashablecom 20101119facebook-traffic-statsgt
5 ldquoPresidentrdquo CNNcomrsquos Election Center 2008 November 17 2008 lthttpwwwcnncomELECTION2008resultspresidentgt
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 12
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
M-COMMERCE Sudden ImpacteBay has emerged as the clear leader in mobile commerce
The company expects to make $15 billion from mobile transac-
tions in 2010 up from $600 million in 2009 Version 20 of its
phone app released in November offers comparison shopping
by scanning bar codes6 eBay also launched a fashion app in
2010 which lets users browse for clothes access exclusive
sales and ldquotry onrdquo outfits by snapping pictures with the iPhonersquos
camera Users can then share their outfits with friends on
Facebook and Twitter7
Amazon has found success on mobile as well reporting more
than $1 billion in sales in the 12 months ended June 30 fol-
lowing the launch of its 1-Click checkout feature8 Amazon also
released a price comparison app in November9
In many ways fashion has led the way for luxury firms Ralph
Lauren was among the first to offer mobile shopping followed
by Diane von Furstenberg Marc Jacobs Donna Karan and oth-
ers And with the success of e-tailers such as Net-a-Porter and
flash sales site Gilt Groupe traditional luxury retailers such as
Neiman Marcus are following suit10
net-a-Porter iPhone app
eBayrsquos Fashion app
6 ldquoeBay Releases All-in-One Buying Selling amp Scanning iPhone Apprdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 ebay-mobile-iphone-appgt
7 ldquoeBay Helps You Dress Better with New iPhone Apprdquo Lauren Indvik Mashable July 16 2010 lthttpmashablecom20100716ebay-fashion-iphone-app httpmashablecom201007222010-mobile-commerce-trendsgt
8 ldquoAmazoncom Announces Second Quarter Sales up 41 to $657 Billionrdquo lthttpphxcorporate-irnetphoenixzhtmlc=97664ampp=irol-newsArticleampID= 1451041amphighlight=gt
9 ldquoAmazonrsquos Price Comparison App for iPhone Falls Just Short of Greatrdquo Lauren Indvik Mashable November 22 2010 lthttpmashablecom20101122 amazon-price-check-iphonegt
10ldquoHow Fashion Brands Can Make the Most of M-Commercerdquo Lydia Dishman BNET November 4 2010 lthttpwwwbnetcomblogpublishing-stylehow- fashion-brands-can-make-the-most-of-m-commerce937gt
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 13
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
C A S E S T U D i E S
BURBERRY Luxuryrsquos Digital Darling Once synonymous with ldquoBritishrdquo and ldquoplaidrdquo Burberry can now
add ldquoinnovationrdquo to its core associations as the firm blurs the
line between brand and media company With executive support
for digital experimentation and a rock star public relations team
Burberry has soaked up the limelight with initiatives such as its
shoppable live-streaming runway shows projected live in-store
and via iPad
Further shedding its former stodgy image Burberry tapped Harry
Potter leading lady Emma Watson as its spokesperson and
dedicates portions of its site and Facebook page to highlighting
new musicians Connecting online and with Gen Y has proved re-
warding for Burberrymdashdigital sales have doubled and Facebook
ldquolikesrdquo have jumped to more than 34 million11
Burberryrsquos shoppable springsummer 2011 runway show was streamed live on its site in-store and via iPad
Burberryrsquos site features interviews and videos that
take visitors behind the scenes of campaign photo shoots with Emma watson
11 ldquoBurberryrsquos Bewitching Formula China Digital Harry Potterrdquo Caroline Smith BrandChannel November 18 2010 lthttpwwwbrandchannelcomhome post20101118Burberrys-Bewitching-Formula-China-Digital-Harry-Pottergt
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 14
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
123456789
1011121314151617181920
1234567891011121314151617181920
AFFLUENTSrsquo TOP 20
newspapers amp Magazines
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 15
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Blogs
123456789
1011121314151617181920
1234567891011121314151617181920
Blogs
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 16
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
TV Shows
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 17
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Favorite Apps
Responses are for all operating systems and smart phones
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 18
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Last Prestige Brand Purchase
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 19
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
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
AFFLUENTSrsquo TOP 20
Prestige Brands Aspired to Own
123456789
1011121314151617181920
1234567891011121314151617181920
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
copy L2 2010 L2ThinkTankcom 20
Want to know more about your brand and Gen YCOnTACT US
Gen Y AffluentsMedia Survey
SCOTT GALLOwAYProfessor of Marketing NYU SternFounder L2
Scott is a Clinical Associate 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 US consumer and media companies In 1997 he founded Red Envelope an Internet-based branded consumer gift retailer (2007 revenues $100 million) In 1992 Scott started Prophet a brand strategy consultancy that employs more than 120 profession-als in the United States Europe and Asia Scott was elected to the World Economic Forumrsquos ldquoGlobal Lead-ers of Tomorrowrdquo which recognizes 100 individuals under the age of 40 ldquowhose accomplishments have had impact on a global levelrdquo
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 Berkeleyrsquos Haas School of Business He received a BA from UCLA and an MBA from UC Berkeley
ROBERT MERTZMcKinsey and Company
Robert is a senior editor at McKinsey and Company where he edits journals focused on microfinance and climate change runs a digital business ideas newsfeed and works with industry and functional practices to manage their knowledge He has a BA in Literature from the University of Michigan and PhD in Literature from SUNY at Buffalo
MAUREEn MULLEn L2
Maureen leads L2rsquos research and advisory group and has benchmarked andor developed digital and social media initiatives for more than 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 Medi-cal Center UCSF and HCA She has gone on to lead research and consulting efforts focused on digital media private banking MampA insurance industry risk management and renewable energy economics for professional firms and academics Maureen has a BA in Human Biology from Stanford University and an MBA from NYU Stern
kATE BARnETTL2
Kate is an associate in L2rsquos Research and Advisory practice She started her career as a retail consultant initially for the COO of Steve amp Barryrsquos and later as an associate at Lightship Partners specializing in product development and supply chain optimization Before joining L2 Kate worked with Marvin Traub the former CEO and chairman of Bloomingdalersquos conducting research on prestige brands in emerging markets Kate received her AB in Government from Harvard University
ChRiSTinE PATTOnCreative Director L2
Christine is a brand and marketing consultant with more than 15 years of experience creating brand identities and marketing communications for aspi-rational and luxury brands She began her career at Cosiacute 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 magazinersquos history developing innovative integrated marketing programs for advertisers Christine received a BA in Econom-ics and Journalism from the University of Connecticut and an MBA from NYU Stern
T E A M
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US
L2 is a think tank for digital innovation
We are a membership organization that brings together thought leadership from academia and industry to drive digital marketing innovation
RESEARCH
Digital iq indexreg The definitive benchmark for online competence Digital IQ Indexreg reports score
brands against peers on more than 350 quantitative and qualitative data points diagnosing their
digital strengths and weaknesses
EVENTS
Forums Big-picture thinking and game-changing innovations meet education and entertainment
The largest gatherings of prestige executives in North America
300+ attendees
Clinics Executive education in a classroom setting with a balance of theory tactics and
case studies
60 ndash120 attendees
working Lunches Members-only lunches led by digital thought leaders and academics
Topic immersion in a relaxed environment that encourages open discussion
12ndash24 attendees
MBA Mashups Access and introduction to digital marketing talent from top MBA schools
CONSULTING
Advisory Services L2 works with brands to garner greater return on investment in digital initiatives
Advisory work includes Brand Digital Roadmaps Social Media Strategy and Site Optimization
engagements
MEMBERSHIP
For membership info and inquiries membershipL2ThinkTankcom
UPCOMING EVENTS
011411 L2 Clinic nYC
Tomorrowrsquos 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 that is both dynamic and ROI accountable REGiSTER nOw
01 2011 L2 Clinic DC
The Social Graph
Social media shifts marketing from controlled one-way communications into collaborative intimate dialogues withmdashand amongmdashconstituents The strategies tools rules of engagement and metrics present professionals with a series of challenges This one-day intensive clinic is an adroit and sober examination of social mediarsquos platforms and best practices REGiSTER nOw
022511 L2 workshop nYC
Fostering a Culture of innovation
Brands that signal innovation as a point of differentiation will ultimately drive long-term shareholder value This full-day workshop brings together the worldrsquos preeminent thinkers and scholars on innovation for a series of real-time exercises and case studies meant to unlock creative thinking in the way you approach marketing and your business REGiSTER nOw
031811 L2 Clinic nYC
Facebook in-Depth
With over 500 million active users Facebook has become the new operating system of the Internet This clinic is an in-depth look at the value consumers derive from the platform and how some of the most innovative brands are using Facebook to build relationships drive commerce and reduce costs REGiSTER nOw
copy L2 2010 L2ThinkTankcom
A Think TAnk for DiGiTAL innOVATiOn
821 Broadway 2nd Floor
New York NY 10003
w L2ThinkTankcom
E infoL2ThinkTankcom
Want to know more about your brand and Gen YCOnTACT US