think tank for digital inovation

8/8/2019 Think Tank for Digital Inovation

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SCOTT GALLOWAYNYU Stern

DOUG GUTHRIEThe George Washington Uni ersitySchool o Business

A Think TAnk f or DiGiTAL innOVATiOn

L2 2010 L2T Ta .com

A U G U S T 1 8 , 2 0 1 0

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DIGITAL Iq Index :

U.S. Se ate

i n T R O D U C Ti O n

The Republicans Stri e Bac In January 2010, Republican Scott Brown stunned the nation bytaking Ted Kennedys Senate seat in Massachusetts, a Demo-cratic stronghold. Brown garnered 10 times the number oFacebook interactions and YouTube views than did Democraticcandidate Martha Coakley. Utilizing Google ads, an iPhone

app, text messages, and Twitter ollowers, Brown overcamehuge undraising and awareness de cits.

Town Hall 2.0Politics online is about more than winning votes, rallying volun-teers, or undraising. The era o Web 2.0 provides elected o -

cials with a plat orm to engage constituents, solicit eedback,and mobilize grassroots e orts. On the morning o the specialelection in January, Scott Brown had just over 76,000 Facebooklikes. Six months into his term the Massachusetts Senatorboasts some 235,000 Facebook likes and an active discus-

sion page that includes posts rom ans, updates on foor votes

and policy, videos, and other color.

I Dont Email Although some politicians have embraced the Web, o the 100senators in our study, 44 do not have a Twitter account and 15

do not maintain a Facebook page, suggesting there is substan-tial low-hanging ruit. However, even the most reluctant learnerscan take to the medium quickly. A ter amously stating, I dontemail, during the 2008 campaign, John McCain got his rstBlackberry in January 2009 and took to the Twittersphere. Onthe heels o his presidential bid, McCain quickly garnered 1.7million Twitter ollowers and 630,000 Facebook likes, helpingthe Arizona Senator capture the number one spot in the L2Digital IQ ranking. Not ar behind, and gaining, are Tea Partychampion Jim DeMint o South Carolina and reshman Scott

Brown, whose digital velocity puts them in a dead heat to un-seat McCain at the top o the Index.

President Obama Pioneered the Social Media Trail.Howe er, Republicans Are Bla ing It.Barac Obama, i c. was t e frst orga zat o to u loc t e power o t e soc al web.

T e umbers: Five million social network supporters across 15 plat orms, an email list 13 million strong, 50 million

YouTube viewers who spent more than 14 million hours viewing campaign videos, and three million mobile and SMS

subscribers. The campaigns digital initiatives were the catalyst or $639 million in online undraising. The social web

was the backbone o what was likely the most active volunteer base ever established.
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DIGITAL Iq Index :

U.S. Se ate

i n T R O D U C Ti O nDiGiTAL iQ inDEX

Met odologyDigital Iq = A More Robust DemocracyOur thesis is that digital competence provides an opportunity

or senators to authentically engage and mobilize voters andconstituents. Key to managing and developing competence isan actionable metric. This study attempts to quanti y the digitalcompetence o the 100 U.S. senators. Our aim is to provide arobust tool to diagnose digital strengths and weaknesses andprioritize incremental investment in digital.

Like the medium we are assessing, our methodology is dy-namic, and we hope you will reach out to us with comments

that improve our approach, investigation, and ndings. You canreach us at [email protected] and [email protected] .

Sincerely,

SCOTT GALLOWAY

Clinical Associate Pro essoro Marketing, NYU Stern

Founder, L2

Faceboo - 25%: Pre en e

Number o Like

Like Growth

Twitter - 25%: Pre en e

Follower

Velo ity o Tweet

Follower Growth

YouTube - 25%: Pre en e

Number o Upload

Number o channel/Upload View

Online Bu : Blogs - 12.5%: Velo ity o Mention on Blog and Other 2.0 site

sentiment

Site Tra fc: - 12.5%: Annual and Monthly Unique Vi itor

Number o Vi it

Tra f Growth

buzz

DOUG GUThRiE

Dean, The George WashingtonSchool o Business
mailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Studymailto:scott%40stern.nyu.edu?subject=China%20Digital%20IQ%20Inquirymailto:guthrie%40gwu.edu?subject=Digital%20IQ%20Senate%20Study%20Inquirymailto:guthrie%40gwu.edu?subject=Digital%20IQ%20Senate%20Study%20Inquirymailto:scott%40stern.nyu.edu?subject=China%20Digital%20IQ%20Inquirymailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Study


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DIGITAL Iq Index :

U.S. Se ate

Ran Senator State Digital Iq Class

1 John McCain* Arizona 156 Ge us

2 JiM D Mint* South Carolina 154 Ge us

3 SCOTT BROWN Massachusetts 152 Ge us

4 AL FRANkEN Minnesota 143 Ge us

4 JOHN CORNYN Texas 143 Ge us4 harry reiD* Nevada 143 Ge us

7 BarBara Boxer* California 140 Ge us

8 russ FeingolD* Wisconsin 138 G ted

9 BERNIE SANDERS Vermont 136 G ted

10 toM CoBurn* Oklahoma 135 G ted

11 BILL NELSON Florida 129 G ted

12 DaviD vitter* Louisiana 128 G ted

13 CLAIRE McCASkILL Missouri 126 G ted

13 SHERROD BROWN Ohio 126 G ted

13 John thune* South Dakota 126 G ted

16 ORRIN HATCH Utah 125 G ted

16 MARk WARNER Virginia 125 G ted

D i G i TA L i Q R A n k i n G


16 JIM INHOFE Oklahoma 125 G ted

19 BOB MENENDEz New Jersey 124 G ted

19 JEFF SESSIONS Alabama 124 G ted

21 kIRSTEN GILLIBRAND New York 121 G ted

21george l Mieux*

Florida 121 G ted

21 ChuCk grassley* Iowa 121 G ted

24 JOHN kERRY Massachusetts 119 Average

25 RICHARD LUGAR Indiana 118 Average

26 Chris DoDD* Connecticut 117 Average

27 riCharD Burr* North Carolina 116 Average

28 SUSAN COLLINS Maine 113 Average

28 arlen speCter* Pennsylvania 113 Average

30 LINDSEY GRAHAM South Carolina 112 Average

30 patty Murray* Washington 112 Average

32 JON kYL Arizona 110 Average

33 MITCH McCONNELL Kentucky 109 Average

34 lisa Murkowski* Alaska 108 Average

Color denotes party af liation. Seats in BolD* are open in November. De mo cr at Inde pende ntRepublican

* Seat is currently up for election** Appointed to Senate seat July 16


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DIGITAL Iq Index :

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34 saM BrownBaCk* Kansas 108 Average

36 JOE LIEBERMAN Connecticut 105 Average

36 JEFF MERkLEY Oregon 105 Average

36 ron wyDen* Oregon 105 Average

39evan Bayh*

Indiana 104 Average40 kAY BAILEY HUTCHISON Texas 103 Average

40 MARk UDALL Colorado 103 Average

42 JIM WEBB Virginia 100 Average

42 TOM UDALL New Mexico 100 Average

42 ChuCk sChuMer* New York 100 Average

45 BlanChe linColn* Arkansas 99 Average

45 MiChael Bennet* Colorado 99 Average

47 MARk BEGICH Alaska 98 Average

48 BOB CORkER Tennessee 97 Average

49 BEN CARDIN Maryland 96 Average

49 TOM HARkIN Iowa 96 Average

49 riCharD shelBy* Alabama 96 Average


52 DEBBIE STABENOW Michigan 95 Average

52 ROGER WICkER Mississippi 95 Average

54 BEN NELSON Nebraska 94 Average

55 JOHN ENSIGN Nevada 93 Average

55 LAMAR ALExANDER Tennessee 93 Average57 AMY kLOBUCHAR Minnesota 92 Average

57 FRANk LAUTENBERG New Jersey 92 Average

57 Johnny isakson* Georgia 92 Average

60 CARL LEvIN Michigan 91 Average

60 patriCk leahy* Vermont 91 Average

62 JOHN BARRASSO Wyoming 90 Average

62 MARY LANDRIEU Louisiana 90 Average

64 DICk DURBIN Illinois 89 C alle ged

64 kAY HAGAN North Carolina 89 C alle ged

64 Mike Crapo* Idaho 89 C alle ged

67 JEFF BINGAMAN New Mexico 88 C alle ged

67 JON TESTER Montana 88 C alle ged

De mo cr at Inde pende ntRepublican


Color denotes party af liation. Seats in BolD* are open in November.


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DIGITAL Iq Index :

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67 BOB CASEY, JR. Pennsylvania 88 C alle ged

70 BarBara Mikulski* Maryland 86 C alle ged

71 TED kAUFMAN Delaware 84 C alle ged

72 SHELDON WHITEHOUSE Rhode Island 83 C alle ged

73 JEANNE SHAHEEN New Hampshire 82 C alle ged

73 roBert Foster Bennett* Utah 82 C alle ged

75 SAxBY CHAMBLISS Georgia 81 C alle ged

75 Byron Dorgan* North Dakota 81 C alle ged

77 MIkE JOHANNS Nebraska 80 C alle ged

77 kit BonD* Missouri 80 C alle ged

79 HERB kOHL Wisconsin 79 C alle ged

79 kENT CONRAD North Dakota 79 C alle ged

81 DANIEL AkAkA Hawaii 78 C alle ged

81 TIM JOHNSON South Dakota 78 C alle ged

81 MIkE ENzI Wyoming 78 C alle ged

84 MARk PRYOR Arkansas 77 C alle ged



84 rolanD Burris* Illinois 77 C alle ged

86 MARIA CANTWELL Washington 75 C alle ged

86 JiM Bunning* Kentucky 75 C alle ged

86 george voinoviCh* Ohio 75 C alle ged

89 DIANNE FEINSTEIN California 74 C alle ged

89 PAT ROBERTS Kansas 74 C alle ged

91 TOM CARPER Delaware 70 C alle ged

91 JuDD gregg* New Hampshire 70 C alle ged

93 JAY ROCkEFELLER West Virginia 68 Feeble

93 MAx BAUCUS Montana 68 Feeble

93 JIM RISCH Idaho 68 Feeble

96 OLYMPIA SNOWE Maine 66 Feeble

97 Daniel inouye* Hawaii 64 Feeble

98 JACk REED Rhode Island 56 Feeble

99 THAD COCHRAN Mississippi 52 Feeble

n/a CARTE GOODWIN** West Virginia /a /a

De mo cr at Inde pende ntRepublicanColor denotes party af liation. Seats in BolD* are open in November.


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DIGITAL Iq Index :

U.S. Se ate

All Senators 2010 Candidates

90

95

100

105

110

Average Digital IQ

98

103

104

107

k E Y F i n D i n G S

The Elephant in the RoomRepublicans boast an average Digital IQ 5.5 points higher thantheir colleagues across the aisle. The gap narrows slightlyamong the 27 senators running or reelection, with Republicansregistering a three-point advantage. Although the GOP getsa signi cant boost rom Digital IQ leaders John McCain, JimDeMint, and Scott Brown, Republicans also come out aheadacross categories including age, congressional cohort, andtime in o ce.

The Republican advantage is the result o more robust partici-

pation on Twitter and YouTube (average scores are 26 and 29percent higher, respectively). Democrats maintain a marginal5 percent advantage on Facebook scoring, and their senate.gov

sites see more web tra c.

kic ing A$% Analysis o growth in likes, ollowers, and subscribers pro-vides what could be a barometer or the midterm elections.While Facebook presence is stronger among incumbent Demo-crats, GOP senators are growing aster on the plat orm. Exclud-ing outlier John McCain, total likes or Republican senatorsgrew 6.7 percent month-on-month, versus 3.6 percent growth

or the Democrats. The trend holds on Twitter, with Republicanollowers growing at a rate o 4.5 percent versus Democrat ol-

lower growth o 2.8 percent.

Although the party currently holds 15 ewer Senate seats,Republicans have outpaced Democrats in absolute growth,garnering 3,000 more Twitter ollowers and 20,000 more Face-book likes in July. I social media is the temperature o the

digital domain, it may be an especially cold all or Democrats.

GROWTh On SOCiAL MEDiA PLATFORMS

Mo t -o -Mo t i crease Fa s/Followers (Ju e to July 2010)

Democrats

Republicans


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DIGITAL Iq Index :

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views Fans Followers

views Fans Followers views Fans Followers

WASHINGTON:CALIFORNIA:

WISCONSIN:NEvADA:

0

10,000

20,000

30,000

40,000

15,275

24,686

14,509

30,603

3591,406

0

100,000

200,000

300,000

400,000

20,511

388,104

31,87111,462 21,457

284,071

0

20,000

40,000

60,000

80,000

100,00092,072

22,922 22,076

7,241 9,822

9520

50,000

100,000

150,000

200,000

250,000

196,576

11,287

29,322

8,329 3,641

150,061

SOCiAL MEDiA FOLLOWinGS in SELECT COnGRESSiOnAL RACES:k E Y F i n D i n G S

Seeing Red in No emberNovember challengers are all over social media, and manyo those engaged in tightly contested races are outpacingincumbents on popular plat orms. Carly Fiorina, the Republicannominee in Cali ornia, has some 280,000 Twitter ollowersmore than 11 times the number that incumbent Barbara Boxerhasand comes in second behind John McCain when stackedup against the current U.S. Senate.

Republican nominee Sharron Angle, locked in a tight racewith Senate Majority Leader Harry Reid, is just shy o her goal

o 30,000 likes on Facebook, nearly three times that o theNevada senator. In Washington, Republican challenger DinoRossi boasts twice the number o Facebook likes as incum-bent Patty Murray. Russ Feingold is one o the ew incumbentsin a tight race who maintains a larger audience on every majorsocial media plat orm, registering a signi cant advantage overRepublican Ron Johnson in Wisconsin.

Harry Reid Russ Feingold

Sharron Angle Ron Johnson

Carly Fiorina

Barbara Bo er Patty Murray

Dino Rossi

views Fans Followers


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DIGITAL Iq Index :

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0

2%

4%

6%

8%

10%

2.8%

4.5%

3.6%

6.7%

0

1.0

2.0

3.0

2010Election

2012Election

2014Election

1.8

2.82.6

1.4

2.6

2.1

1.2

2.4

1.9


Social Media Hits AdolescencePresence on 2.0 plat orms has ramped up quickly. Ninety-oneo the 100 senators maintain a YouTube channel and 87 have apage on Facebook. Twitter adoption is not as ubiquitous, with56 senators boasting an active handle. Although most sena-tors have been active on these plat orms or two years, very

ew have managed to extract signi cant value. John McCainand Scott Brown are the only senators with more than 100,000likes on Facebook (approximately 630,000 and 235,000respectively), and 77 percent o the senators present on theplat orm have ewer than 10,000 likes.

So Friendly...E ery Si Years A comparison o Digital IQ by senate cohort demonstrates thatsenators up or reelection lead on every social media plat orm,highlighting the push (need or votes) and pull (increasedrecognition and awareness) e ect o campaigns. Eight o thetop 10 spots are held by senators up or reelection or recentlyelected (Al Franken and Scott Brown). Three o the our Demo-crats in the top 10Harry Reid, Russ Feingold, and Barbara

Boxerare engaged in heated races.

GROWTh On SOCiAL MEDiA PLATFORMSMo t -o -Mo t i crease Fa s/Followers (Ju e to July 2010)

RELATiVE SOCiAL MEDiA STREnGThBy Year o Re-Elect o

Democrats

Twitter

Facebook

YouTube

Republicans

FansFollowers


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DIGITAL Iq Index :

U.S. Se ate

S c o t t B r o w n

J o h n T h u n e

A l F r a n k e n

D a v i d V i t t e r

J i m D e M i n t

B a r b a r a B o x e

r

R u s s F e i n g o l d

B e r n i e S a n d e

r s

P a t t y M u r r a y

S h e r r o d B r

o w n

J i m W e b b

J o h n C o r n y n

R i c h a r d B u r r

M a r k W a r n e r

T o m C o b u r n


0 50,000 100,000 150,000 200,000 250,000

232,987

73,238

70,034

39,524

37,313

31,871

22,076

16,889

14,509

14,236

13,491

13,482

12,920

12,640

11,923

FACEBOOk FAn RACE

U.S. Se ators w t Over 10,000 Faceboo Fa s

John McCain

T e Se ates Faceboostar leads w t almost625,000 a s


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DIGITAL Iq Index :

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J i m D e M i n t

C l a i r e M c C a s k i l

l

S c o t t B r o w n

B a r b a r a B o x e

r

C h u c k G r a s s l e y

T o m C o b u r n

M a r k W a r n e r

A l F r a n k e n

C h r i s D o d d

B i l l N e l s o

n

O r r i n H a t c h

J o h n C o r n y n

R u s s F e i n g o l d

BEST in TWEET

U.S. Se ators w t Over 10,000 Tw tter Followers

0 10,000 20,000 30,000 40,000 50,000

42,273

38,509

23,944

21,835

19,036

14,867

14,321

13,879

12,064

11,689

10,405

10,345

10,129


John McCain

#1 Tw tter w t1.7 m ll o (!) ollowers 40 t mes more t a

#2 tweeter J m DeM t


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DIGITAL Iq Index :

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Red All O erThe 10 most conservative Republicans, as indicated by theirSenate voting records, outpace the rest o their party and theirDemocratic counterparts. However, the trend doesnt hold true

or the 14 most liberal Democrats who struggle digitally, postingIQs our points weaker than the party average.

In Search o SearchOnly three senatorsNew York Democrat Kirsten Gillibrand,Louisiana Republican David Vitter, and North CarolinaRepublican Richard Burrengage in paid search placements.TheMiddleclass.org, a legislative tracking site sponsored bythe nonpartisan Drum Major Institute or Public Policy, haspurchased nearly every senators name or paid search adver-tisement. Senate challengers are much more promiscuous onGoogle, and the majority are purchasing search terms, includ-ing incumbent names.

k E Y F i n D i n G S DiGiTAL iQ BY VOTinG RECORD

MostLiberal

Liberal Middle of theRoad

Conservat ive MostConservative

93

9899

113

80

90

100

110

120

Average Digital IQRepublicans

Democrats96

Source: National Journal , 2010


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DIGITAL Iq Index :

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C A S E S T U D i E S

A Plat orm Is a Terrible Thing to WasteRepublican heavyweights Sarah Palin (more than 2.2 millionFacebook likes) and Mike Huckabee (almost 90,000 Twitter

ollowers) use their plat orms to garner support or ellowRepublicans. In the recent Republican gubernatorial primaryin Georgia, Huckabee out-tweeted Palin, voicing support oreventual victor Nathan Deal on several o his social mediaplat orms. Huckabee also helped Deal rally volunteers throughhis Facebook page. Challenger Karen Handels candidacy hadPalins o fine support, but received scant social media backinguntil the campaigns nal day, when Palin went on Facebook to

urge Georgia voters to the polls.

Barack Obama, Social Medias Elvis, boasts more than 12million Facebook likes and 4.9 million Twitter ollowers.Obamas outreach ocuses on policy and has yet to use theplat orm(s) to support candidates. Democratic candidates arealso without the social media support o ormer President BillClinton and Secretary o State Hillary Clinton. Neither Clinton hasendorsed candidates using social media.

M e huc abeesTeam huc s terall es volu teersupport or ellowCo servat ves

at o w de

huc abee posts e dorseme tv deos o s YouTube c a el

huc abee uses soc al med a tobot e dorse ca d dates a d dr vetra fc to t e Team huc s te
mailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Studyhttp://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/http://www.youtube.com/HuckPachttp://www.youtube.com/HuckPachttp://www.facebook.com/mikehuckabee?v=app_7146470109&ref=tshttp://www.facebook.com/mikehuckabee?v=app_7146470109&ref=tshttp://www.facebook.com/mikehuckabee?v=app_7146470109&ref=tshttp://www.youtube.com/HuckPachttp://www.facebook.com/mikehuckabee?v=app_7146470109&ref=tshttp://teamhuck.ning.com/http://www.facebook.com/mikehuckabee?v=app_7146470109&ref=tshttp://www.facebook.com/mikehuckabee?v=app_7146470109&ref=tshttp://www.facebook.com/mikehuckabee?v=app_7146470109&ref=tshttp://www.youtube.com/HuckPachttp://www.youtube.com/HuckPachttp://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/http://teamhuck.ning.com/mailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Study


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Jim DeMint Is a Social GeniusSouth Carolina Republican Jim DeMints number two position inthe Digital IQ Index is impressive, given McCains colossal socialmedia audiences were boosted during his presidential bid.

DeMint has attacked digital plat orms rom the ground up,garnering support among ultra-conservatives online throughaggressive social media tactics. In July alone he added more

ollowers than any other senator, growing his base by 3,600with provocative tweets and an aggressive ollowing strategy(he ollows more than 30,000 people versus McCains 178).

The South Carolina Senator has also engaged in media buyson Facebook and tops all senators in number o

YouTube subscribers.

DeM ts YouTube c a el as more subscr bers t a

a y ot er se ator

Republ ca se ator J m DeM ts robust Faceboo page

DeM t demo stratesa aggress ve ollow g

strategy o Tw tter,ollow g over 30,000people
mailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Studyhttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.facebook.com/senatordeminthttp://www.facebook.com/senatordeminthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://twitter.com/JimDeMinthttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.facebook.com/photo.php?pid=1826452&id=19787180818&ref=fbx_albumhttp://www.facebook.com/senatordeminthttp://www.facebook.com/senatordeminthttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.youtube.com/user/SenJimDeMint#p/ahttp://www.youtube.com/user/SenJimDeMint#p/ahttp://twitter.com/JimDeMinthttp://www.facebook.com/senatordemintmailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Study


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Republican Idol

In April 2010, House Republicans launched the New MediaChallenge. The brainchild o Washington Representative CathyMcMorris Rodgers, the six-week contest pitted RepublicanRepresentatives against each other in March Madness-likecontests ocused on weekly growth on Twitter, Facebook,and YouTube. Louisiana Representative John Fleming tooktop accolades, ollowed by Rep. Phil Gingrey (GA) and Rep.Lamar Smith (TX).

Building on momentum rom the New Media Challenge, the

Republican party launched America Speaking Out, a 2.0 sitedesigned to solicit citizen input or the 2010 party plat orm.

In mid-June, House Democrats attempted to play catch up,initiating the Member Online All Star Competition. Similarin ormat to the New Media Challenge, the two-week com-petition was extended a ter a Facebook glitch roze the likecounts o several congressmen.

T e campa g s carr ed outover YouTube , Tw tter ,Faceboo , a d Fl c r

T e Republ ca PartysAmer ca Spea g Out

2.0 s te sol c ts c t zeput or t e 2010 partyplat orm

Tw tter page or Cat y McMorr s Rodgers, or g ator o t e Republ -ca Partys new Med a C alle ge
mailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Studyhttp://www.youtube.com/americaspeakingouthttp://twitter.com/usaspeakingouthttp://www.facebook.com/americaspeakingouthttp://www.flickr.com/photos/americaspeakingouthttp://www.americaspeakingout.com/browse/questions/in/spendinghttp://twitter.com/cathymcmorrishttp://twitter.com/cathymcmorrishttp://twitter.com/cathymcmorrishttp://twitter.com/cathymcmorrishttp://twitter.com/usaspeakingouthttp://www.youtube.com/americaspeakingouthttp://twitter.com/cathymcmorrishttp://twitter.com/cathymcmorrishttp://twitter.com/cathymcmorrishttp://www.americaspeakingout.com/browse/questions/in/spendinghttp://www.flickr.com/photos/americaspeakingouthttp://www.facebook.com/americaspeakingouthttp://twitter.com/usaspeakingouthttp://www.youtube.com/americaspeakingouthttp://www.americaspeakingout.com/mailto:info%40L2ThinkTank.com?subject=Inquiry%20-%20Senate%20Study


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T E A M

SCOTT GALLOWAY Clinical Associate Professor of Marketing, NYU Stern

Founder, L2

Scott is a Clinical Associate Pro essor at the NYU Stern Schoolo Business where he teaches brand strategy and digitalmarketing and is the ounder o L2, a think tank or prestigebrands. Scott is also the ounder o Firebrand Partners, anoperational activist rm that has invested more than $1 billionin U.S. consumer and media companies. In 1997, he oundedRed Envelope, an Internet-based branded consumer gi t retailer(revenues: $100 million). In 1992, Scott ounded Prophet,

a brand strategy consultancy that employs more than 120pro essionals in the United States, Europe, and Asia. Scott waselected to the World Economic Forums Global Leaders oTomorrow, which recognizes 100 individuals under age 40whose accomplishments have had impact on a global level.

Scott has served on the boards o directors o Eddie Bauer(Nasdaq: EBHI), The New York Times Company (NYSE: NYT),Gateway Computer, and UC Berkeleys Haas School oBusiness. He received a B.A. rom UCLA and an M.B.A. romUC Berkeley.

DOUG GUThRiEDean, George Washington University School of Business

Founder, Guthrie & Associates

An expert in the elds o management, economic re orm in Chi-na, leadership, and corporate governance, Doug is the Deano The George Washington University School o Business.

Previously, he served as Pro essor o Management at NYU

Stern School o Business. He also held a joint appointment asPro essor o Sociology at NYUs College o Arts and Sciences.

Doug has been a trusted adviser o both multinationals and

local Chinese companies and a student o China or some 25years. He is the author o Dragon in a Three-Piece Suit:The Emergence of Capitalism in China , China and Globalization:The Social, Economic and Political Transformation of Chinese

Society , and Social Connections in China: Institutions, Culture, and the Changing Nature of Guanxi . He is currently writingChinas Radical Transformation: Economic Reform, Global

Integration, and Political Change in the Worlds Largest Nation ,which is an in-depth look at how Chinas government-driven

orm o capitalism has success ully overcome traditional theo-

ries o development and helped China become the economicand political juggernaut it is today.

In addition to NYU Stern, Doug has also taught at Harvard Busi-ness School, INSEAD, and the graduate schools o business atStan ord University, Columbia University, and Emory University.He received his B.A. in Chinese Literature rom the Universityo Chicago and a Ph.D. in Organizational Sociology rom theUC Berkeley.

MAUREEn MULLEnL2

Maureen leads L2s research and advisory group and hasbenchmarked and/or developed digital and social media initia-tives or over 300 prestige brands. She began her career atTriage Consulting Group in San Francisco. At Triage, she ledseveral managed care payment review and payment bench-marking projects or hospitals including UCLA Medical Center,UCSF, and HCA. She has gone on to lead research and con-sulting e orts ocused on digital media, private banking, M&A,insurance industry risk management, and renewable energy


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