Social Media Week New York: February 10th 2011

Social Commerce - The Evolution of Purchase Process

The timeless AIDA (Awareness,Interest, Desire, Action) marketing model is rapidly being transformed with the evolution of consumer behavior and technology shifting, enabling consumers to develop a more authentic connection with brands and products. With the integration of social media and ecommerce, consumers are now building dynamic conversations around products and services through viral messaging to their social networks, altering the traditional model from a linear to a circular process. In this presentation we will demonstrate how social commerce has played a key role in the evolution of AIDA. http://www.amiando.com/dotbox.html

Before we begin- Tweet you are here! our event hashtag is #smwcommerce

Moderator: Kristen Sosulski- Professor NYU - @sosulski

Kristen Sosulski is an Assistant Professor of Digital Communications and Media at New York University. She teaches courses in Collaboration Technologies, E-Communities, Search and the New Economy, and Research Process and Methodology for Business. She also supervises student research projects in social media and information technology. Kristen's scholarly interests include higher education, new media, social media, and technological change in business and education. Kristen has consulted with several for profit, nonprofit, and government agencies to conceptualize, design, develop, and evaluate online educational and social media interventions. She regularly gives talks on social media, teaching with technology, and online education. Recently, SmartMoney, NonProfit Times, and Mashable have interviewed Kristen. She also serves as the Academic Director of New York University's SCPS Office of Distance Learning. Last month, Kristen co-authored her new book, Essentials of Online Course Design. The book is for educators, designers, and students in the field of educational technology. Kristen received her Ed.D., Ed.M., and M.A. from Columbia University and her B.S. from New York University, Leonard N. Stern School of Business. Find her on Facebook, Buzz, LinkedIn, FourSquare, and follow her on twitter (@sosulski). Learn more at:http://www.epsilen.com/kas8667.

Ashley Heather - Co-founder and CEO of dotbox - @dotboxideas

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Ashley has a passion for enabling people to discover, remember, buy and share the products they see, hear and experience. His motto is "Making life buyable." In his role at dotbox, Ashley helps clients identify opportunities at the intersection of ecommerce, social interaction and location-aware services. He's one of the pioneers of the field, with over 15 years experience as a digital commerce entrepreneur.

Media/retail/mobile companies Ashley has founded include Musikube, which innovated the technology that lets people use their cellphones to identify the songs they hear (and buy them); and Entertainment Media Works, which brought us StarStyle, StyleLogue and Plinking—in 2004, among the first Social Commerce websites. These technologies enabled the linking of products (clothes, furniture, electronics) to media (from Hollywood shows to consumers’ own photos) and to people (Celebrities or Fashionistas). We used the resulting information to create rich digital experiences connecting people, products and digital properties. Before moving to New York, Ashley was based in London as the lead digital consultant at the new media agency Impact Plus and an executive at Ford Motor Company. In 2008 Ashley and his partner started dotbox, an agency that merges social media and commerce for many clients including Tourneau, Harry Winston, Chevy and many more.

Christophe Garnier- CEO Totsy
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Christophe got his start in the Hi-Tech industry in 1997 as he was in charge of various marketing, sales and management roles at young company Activ System, one of the first web agencies in France. He quickly moved to San Francisco and was hired by Logitech where he was responsible for the online marketing efforts of the B2C division including advertising planning and affiliates partnerships. He then joined the Business Development team of Mobileway (now Sybase Mobile Services). In that position, Christophe co-lead to the launch of the company in the U.S. and spent 4 years building relationships with content companies, advertisers, media and technology companies such as Google, Warner Music, Sony Music, Oracle, Kodak, Yahoo, Zingy and Motorola among others, reporting directly to the CEO. Christophe was also involved in various projects with geographic responsibilities covering Europe & Asia.

Since 2005, Christophe has been based in NYC and has been building digital businesses in the internet 3.0, mobile technology and e-commerce spaces. In 2005, he launched the first U.S. mobile marketing start-up focused on one2one SMS: mia. He attained $1.5M in sales in 18 months with advertisers and ad agencies such as: Coca Cola, MC Donald’s, Miller Beer, FoodTV, Omnicom and Ogilvy among others. He raised a total of $2.8M in funding from both Angels and Venture Capital. In 2007, he founded mSmart, a mobile content company focused on delivering content directly to the consumer including SMS services, ringtones and mobile videos. mSmart has been leveraging both web marketing and infomercial techniques to promote its services. He his still one of the main shareholders of mSmart, however the company is ran by his Co-Founders.

Since 2009, Christophe is President & CMO of Totsy, the leading private sale site focusing on the parenting segment, 100% sustainable and offsetting its entire carbon footprint. Based in NYC, Totsy is a privately held US incorporated company who received $5M in Series A funding from DFJ Gotham & Rho Ventures.

Jon Mandell -Director, 1-800-FLOWERS.COM - @1800flowers

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In his role at 1-800-Flowers.com Inc., Jon Mandell is the General Manager of Celebrations.com, the leading Internet destination for content on party ideas, holidays, and other celebratory occasions. Jon also serves as a lead within the 1-800-Flowers.com enterprise for Social Commerce, on-site advertising and the Guys Guide to Flowers. With over 10 years experience in entrepreneurial and strategic development settings, Jon has worked at number of NYC based startups, including PubSub, Confabb and Angstro.

Vanessa Wong- Product Manager Kaboodle - @kaboodledotcom
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Vanessa Wong is a Group Product Manager at Kaboodle, the largest social shopping site on the Web and the pioneer in the space. The Hearst-owned and operated social commerce site is a community of 1MM+ registered users built around discovering, sharing and buying products. For the past three years Vanessa has worked on features such as PopPicks, the user generated Product Page and Activity Feed. Prior to joining Kaboodle, Vanessa was Product Manager for CNET (now CBS Interactive) where she led product development for Shopper.com and shopping related features across CNET.com. She has an MBA from Santa Clara University and a BA from the University of California, Davis.

Ari Goldberg- Partner/CEO StyleCaster - @AriSGoldberg @StyleCaster
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Founding partner and CEO of StyleCaster Media Group, Goldberg is responsible for all aspects of the company’s business operations and development. He is an innovative entrepreneur with multi-faceted expertise in marketing, strategy, pop-culture, consumer behavior, and business development.

Prior to launching StyleCaster in 2008, Goldberg served as Vice President of Strategy and Business Development for LeBron James and LRMR Marketing. During this time he worked closely with some of the world’s best-known brand equities including Nike, Coca-Cola, Wrigley’s and Microsoft. Previous to LRMR, Goldberg was Director of Business Development for Steve Stoute at Translation Consultation + Brand Imaging. The firm combines pop culture and strategic brand positioning to connect Fortune 500 companies to the mindsets of young adults. In addition to StyleCaster, Goldberg is also the co-founder of Sociocast Networks, a leading intelligent optimization technology. He has been instrumental in starting a number of successful new ventures including Last Pictures, Qwiki and SaveFans among others.

Ryan Charles - CEO & Co-Founder Consmr - @ryenyc @consmr

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Ryan Charles is the CEO and Co-Founder of Consmr, a social network for consumer packaged goods. As an innovator in the mobile space, Ryan has created Webby nominated iPhone and Android apps for Zagat, the world leader in restaurant guides. He is also responsible for the first brand partnerships with start-ups Foursquare and Foodspotting.

Ryan has been interviewed by The New York Times, The Wall Street Journal, TechCrunch, Ad Age and various social media and technology publications. He has spoken at conferences and panels including ones for Ad Age, Harvard Business School and Wharton Business School in addition to covering topics such as augmented reality, mobile commerce and other emerging trends. He was recently named an executive member of the IADAS, the Webby Awards judging committee. Ryan is a graduate of Brown University.