SCO T T G A L LO W AY

U.S. Senate
NYU Stern

DOUG GUTHRIE
The George Washington University
School of Business

AUGUST 18, 2010

A Think Tank
for DIGITAL INNOVATION

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digital iq Luxury Travel digital iq digital iq

U.S. Senate Beauty Gen Y Public Sector Philanthropic Gen Y
Specialty & Skincare & Media Media digital iq digital iq Foundations digital iq digital iq digital iq Prestige Brand digital iq digital iq
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IN T R O D U C T I O N

President Obama Pioneered the Social Media Trail.

However, Republicans Are Blazing It.
Barack Obama, Inc. was the first organization to unlock the power of the social web.

The numbers: Five million social network supporters across 15 platforms, 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 campaign’s digital initiatives were the catalyst for $639 million in online fundraising. The social web
was the backbone of what was likely the most active volunteer base ever established.

The Republicans Strike Back
In January 2010, Republican Scott Brown stunned the nation by
taking Ted Kennedy’s Senate seat in Massachusetts, a Demo-
cratic stronghold. Brown garnered 10 times the number of
Facebook interactions and YouTube views than did Democratic
candidate Martha Coakley. Utilizing Google ads, an iPhone
app, text messages, and Twitter followers, Brown overcame
huge fundraising and awareness deficits.
Town Hall 2.0
Politics online is about more than winning votes, rallying volun-
teers, or fundraising. The era of Web 2.0 provides elected of-
ficials with a platform to engage constituents, solicit feedback,
and mobilize grassroots efforts. On the morning of the special
election in January, Scott Brown had just over 76,000 Facebook
“likes.” Six months into his term the Massachusetts Senator
boasts some 235,000 Facebook “likes” and an active discus-
sion page that includes posts from fans, updates on floor votes
and policy, videos, and other color.
‘I Don’t Email’
Although some politicians have embraced the Web, of the 100
senators 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 fruit. However, even the most reluctant learners
can take to the medium quickly. After famously stating, “I don’t
email,” during the 2008 campaign, John McCain got his first
Blackberry in January 2009 and took to the Twittersphere. On
the heels of his presidential bid, McCain quickly garnered 1.7
million Twitter followers and 630,000 Facebook “likes,” helping
the Arizona Senator capture the number one spot in the L2
Digital IQ ranking. Not far behind, and gaining, are Tea Party
champion Jim DeMint of South Carolina and freshman Scott
Brown, whose digital velocity puts them in a dead heat to un-
seat McCain at the top of the Index.

© L2 2010 L2ThinkTank.com 3
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IN T R O D U C T I O N
D I G I TA L I Q IN D E X ®

Digital IQ = A More Robust Democracy Methodology

Our thesis is that digital competence provides an opportunity

for senators to authentically engage and mobilize voters and
buzz
constituents. Key to managing and developing competence is Facebook - 25%:
an actionable metric. This study attempts to quantify the digital • Presence
competence of the 100 U.S. senators. Our aim is to provide a
• Number of Likes
robust tool to diagnose digital strengths and weaknesses and
• Like Growth
prioritize incremental investment in digital.

Like the medium we are assessing, our methodology is dy- Twitter - 25%:buzz
namic, and we hope you will reach out to us with comments
• Presence
that improve our approach, investigation, and findings. You can
• Followers
reach us at scott@stern.nyu.edu and guthrie@gwu.edu.
• Velocity of Tweets
• Follower Growth
Sincerely,
buzz
YouTube - 25%:
• Presence
Scott Galloway Doug Guthrie • Number of Uploads
Clinical Associate Professor Dean, The George Washington • Number of Channel/Upload Views
of Marketing, NYU Stern School of Business
buzz
Founder, L2 Online Buzz: Blogs - 12.5%:
• Velocity of Mentions on Blogs and Other 2.0 Sites
• Sentiment

buzz
Site Traffic: - 12.5%:
• Annual and Monthly Unique Visitors
• Number of Visits
• Traffic Growth

© L2 2010 L2ThinkTank.com 4
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D I G I T A L I Q R A NKIN G

Color denotes party affiliation. Seats in bold* are open in November. Republican Democrat Independent

Rank Senator State Digital IQ Class Rank Senator State Digital IQ Class

1 John McCain* Arizona 156 Genius 16 Jim Inhofe Oklahoma 125 Gifted

2 Jim DeMint* South Carolina 154 Genius 19 Bob Menendez New Jersey 124 Gifted

3 Scott Brown Massachusetts 152 Genius 19 Jeff Sessions Alabama 124 Gifted

4 Al Franken Minnesota 143 Genius 21 Kirsten Gillibrand New York 121 Gifted

4 John Cornyn Texas 143 Genius 21 George LeMieux* Florida 121 Gifted

4 Harry Reid* Nevada 143 Genius 21 Chuck Grassley* Iowa 121 Gifted

7 Barbara Boxer* California 140 Genius 24 John Kerry Massachusetts 119 Average

8 Russ Feingold* Wisconsin 138 Gifted 25 Richard Lugar Indiana 118 Average

9 Bernie Sanders Vermont 136 Gifted 26 Chris Dodd* Connecticut 117 Average

10 Tom Coburn* Oklahoma 135 Gifted 27 Richard Burr* North Carolina 116 Average

11 Bill Nelson Florida 129 Gifted 28 Susan Collins Maine 113 Average

12 David Vitter* Louisiana 128 Gifted 28 Arlen Specter* Pennsylvania 113 Average

13 Claire McCaskill Missouri 126 Gifted 30 Lindsey Graham South Carolina 112 Average

13 Sherrod Brown Ohio 126 Gifted 30 Patty Murray* Washington 112 Average

13 John Thune* South Dakota 126 Gifted 32 Jon Kyl Arizona 110 Average

16 Orrin Hatch Utah 125 Gifted 33 Mitch McConnell Kentucky 109 Average

16 Mark Warner Virginia 125 Gifted 34 Lisa Murkowski* Alaska 108 Average

* Seat is currently up for election

** Appointed to Senate seat July 16

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D I G I T A L I Q R A NKIN G

Color denotes party affiliation. Seats in bold* are open in November. Republican Democrat Independent

Rank Senator State Digital IQ Class Rank Senator State Digital IQ Class

34 Sam Brownback* Kansas 108 Average 52 Debbie Stabenow Michigan 95 Average

36 Joe Lieberman Connecticut 105 Average 52 Roger Wicker Mississippi 95 Average

36 Jeff Merkley Oregon 105 Average 54 Ben Nelson Nebraska 94 Average

36 Ron Wyden* Oregon 105 Average 55 John Ensign Nevada 93 Average

39 Evan Bayh* Indiana 104 Average 55 Lamar Alexander Tennessee 93 Average

40 Kay Bailey Hutchison Texas 103 Average 57 Amy Klobuchar Minnesota 92 Average

40 Mark Udall Colorado 103 Average 57 Frank Lautenberg New Jersey 92 Average

42 Jim Webb Virginia 100 Average 57 Johnny Isakson* Georgia 92 Average

42 Tom Udall New Mexico 100 Average 60 Carl Levin Michigan 91 Average

42 Chuck Schumer* New York 100 Average 60 Patrick Leahy* Vermont 91 Average

45 Blanche Lincoln* Arkansas 99 Average 62 John Barrasso Wyoming 90 Average

45 Michael Bennet* Colorado 99 Average 62 Mary Landrieu Louisiana 90 Average

47 Mark Begich Alaska 98 Average 64 Dick Durbin Illinois 89 Challenged

48 Bob Corker Tennessee 97 Average 64 Kay Hagan North Carolina 89 Challenged

49 Ben Cardin Maryland 96 Average 64 Mike Crapo* Idaho 89 Challenged

49 Tom Harkin Iowa 96 Average 67 Jeff Bingaman New Mexico 88 Challenged

49 Richard Shelby* Alabama 96 Average 67 Jon Tester Montana 88 Challenged

* Seat is currently up for election

** Appointed to Senate seat July 16

© L2 2010 L2ThinkTank.com 6
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D I G I T A L I Q R A NKIN G

Color denotes party affiliation. Seats in bold* are open in November. Republican Democrat Independent

Rank Senator State Digital IQ Class Rank Senator State Digital IQ Class

67 Bob Casey, Jr. Pennsylvania 88 Challenged 84 Roland Burris* Illinois 77 Challenged

70 Barbara Mikulski* Maryland 86 Challenged 86 Maria Cantwell Washington 75 Challenged

71 Ted Kaufman Delaware 84 Challenged 86 Jim Bunning* Kentucky 75 Challenged

72 Sheldon Whitehouse Rhode Island 83 Challenged 86 George Voinovich* Ohio 75 Challenged

73 Jeanne Shaheen New Hampshire 82 Challenged 89 Dianne Feinstein California 74 Challenged

73 Robert Foster Bennett* Utah 82 Challenged 89 Pat Roberts Kansas 74 Challenged

75 Saxby Chambliss Georgia 81 Challenged 91 Tom Carper Delaware 70 Challenged

75 Byron Dorgan* North Dakota 81 Challenged 91 Judd Gregg* New Hampshire 70 Challenged

77 Mike Johanns Nebraska 80 Challenged 93 Jay Rockefeller West Virginia 68 Feeble

77 Kit Bond* Missouri 80 Challenged 93 Max Baucus Montana 68 Feeble

79 Herb Kohl Wisconsin 79 Challenged 93 Jim Risch Idaho 68 Feeble

79 Kent Conrad North Dakota 79 Challenged 96 Olympia Snowe Maine 66 Feeble

81 Daniel Akaka Hawaii 78 Challenged 97 Daniel Inouye* Hawaii 64 Feeble

81 Tim Johnson South Dakota 78 Challenged 98 Jack Reed Rhode Island 56 Feeble

81 Mike Enzi Wyoming 78 Challenged 99 Thad Cochran Mississippi 52 Feeble

84 Mark Pryor Arkansas 77 Challenged n/a CARTE GOODWIN** West Virginia n/a n/a

* Seat is currently up for election

** Appointed to Senate seat July 16

© L2 2010 L2ThinkTank.com 7
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K E Y F IN D IN G S

The Elephant in the Room G R O W T H O N S O C I A L M E D I A P L AT F O R M S

Month-on-Month Increase in Fans/Followers (June to July 2010)
Republicans boast an average Digital IQ 5.5 points higher than
their colleagues across the aisle. The gap narrows slightly
among the 27 senators running for reelection, with Republicans 110
registering a three-point advantage. Although the GOP gets
Democrats
a significant boost from Digital IQ leaders John McCain, Jim 107
DeMint, and Scott Brown, Republicans also come out ahead
across categories including age, congressional cohort, and
Republicans
time in office. 105 104
103
The Republican advantage is the result of more robust partici-
pation on Twitter and YouTube (average scores are 26 and 29
percent higher, respectively). Democrats maintain a marginal
5 percent advantage on Facebook scoring, and their senate.gov 100 Average Digital IQ
sites see more web traffic.
98

Kicking A$%
Analysis of growth in “likes,” followers, and subscribers pro- 95
vides what could be a barometer for the midterm elections.
While Facebook presence is stronger among incumbent Demo-
crats, GOP senators are growing faster on the platform. Exclud-
ing outlier John McCain, total “likes” for Republican senators
grew 6.7 percent month-on-month, versus 3.6 percent growth 90
for the Democrats. The trend holds on Twitter, with Republican All Senators 2010 Candidates
followers growing at a rate of 4.5 percent versus Democrat fol-
lower growth of 2.8 percent.

Although the party currently holds 15 fewer Senate seats,

Republicans have outpaced Democrats in absolute growth,
garnering 3,000 more Twitter followers and 20,000 more Face-
book “likes” in July. If social media is the temperature of the
digital domain, it may be an especially cold fall for Democrats.

© L2 2010 L2ThinkTank.com 8
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K E Y F IN D IN G S S O C I A L M E D I A F O L LO W IN G S IN S E L E C T C O N G R E S S I O N A L R A C E S :

Seeing Red in November N e v ada : WISCONSIN:

November challengers are all over social media, and many Harry Reid Russ Feingold
250,000 100,000
of those engaged in tightly contested races are outpacing
92,072
Sharron Angle Ron Johnson
incumbents on popular platforms. Carly Fiorina, the Republican
196,576
nominee in California, has some 280,000 Twitter followers— 200,000 80,000
more than 11 times the number that incumbent Barbara Boxer
150,061
has—and comes in second behind John McCain when stacked 150,000 60,000
up against the current U.S. Senate.
100,000 40,000
Republican nominee Sharron Angle, locked in a tight race
with Senate Majority Leader Harry Reid, is just shy of her goal 22,922 22,076
of 30,000 likes on Facebook, nearly three times that of the 50,000 20,000
29,322
9,822
Nevada senator. In Washington, Republican challenger Dino 11,287 8,329 3,641
7,241
952
Rossi boasts twice the number of Facebook “likes” as incum- 0 0
buzzbuzz buzz buzzbuzz buzz
bent Patty Murray. Russ Feingold is one of the few incumbents
Views Fans Followers Views Fans Followers
in a tight race who maintains a larger audience on every major
social media platform, registering a significant advantage over
Republican Ron Johnson in Wisconsin.
CALIFORNIa: WASHINGTON:
Barbara Boxer Patty Murray
400,000 388,104 40,000
Carly Fiorina Dino Rossi

30,603
300,000 284,071 30,000
24,686

200,000 20,000
15,275 14,509

100,000 10,000

31,871
20,511 21,457
11,462 1,406
359
0 0
buzzbuzz buzz buzzbuzz buzz

Views Fans Followers Views Fans Followers

© L2 2010 L2ThinkTank.com 9
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K E Y F IN D IN G S
G R O W T H O N S O C I A L M E D I A P L AT F O R M S
Month-on-Month Increase in Fans/Followers (June to July 2010)
Social Media Hits Adolescence
10%
Presence on 2.0 platforms has ramped up quickly. Ninety-one
of the 100 senators maintain a YouTube channel and 87 have a
Democrats
page on Facebook. Twitter adoption is not as ubiquitous, with 8%
6.7%
56 senators boasting an active handle. Although most sena-
tors have been active on these platforms for two years, very 6% Republicans
few have managed to extract significant value. John McCain 4.5%
and Scott Brown are the only senators with more than 100,000 3.6%
4%
“likes” on Facebook (approximately 630,000 and 235,000 2.8%
respectively), and 77 percent of the senators present on the
2%
platform have fewer than 10,000 “likes.”

So Friendly...Every Six Years 0

buzz buzz
A comparison of Digital IQ by senate cohort demonstrates that
senators up for reelection lead on every social media platform, Followers Fans

highlighting the push (need for votes) and pull (increased

recognition and awareness) effect of campaigns. Eight of the R E L AT I V E S O C I A L M E D I A S T R E N G T H
top 10 spots are held by senators up for reelection or recently By Year of Re-Election
elected (Al Franken and Scott Brown). Three of the four Demo- 3.0 2.8
crats in the top 10—Harry Reid, Russ Feingold, and Barbara 2.6 2.6
2.4 Twitter
Boxer—are engaged in heated races.
2.1
2.0 1.9
1.8
YouTube
1.4
buzz
1.2
Facebook
1.0

0
2010 2012 2014
Election Election Election

© L2 2010 L2ThinkTank.com 10
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K E Y F IN D IN G S

FA C E B O O K FA N R A C E
U.S. Senators with Over 10,000 Facebook Fans

232,987
232,987
n n
BroBwrow
ScoStct ott
73,238
73,238
e e
ThuTnhun
JohJnohn
70,034
70,034
n n
ankaenke
Al FArl Fr
39,524
39,524
itteirtter
viadvVid V
DaD
37,313
37,313
MinMt int
meDe
JimJiD
31,871
31,871
oxeorxer
araarBa B
BarBbarb
22,076
22,076
d d
ingionlgol
ssusFse Fe
RuR John McCain
s s 16,889
16,889
ndenrder
e
B Br n
e irenSiea Sa The Senate’s Facebook
14,509
14,509
MuM
PatPtyatty
rruaryray star leads with almost
rowronwn
14,236
14,236 625,000 fans
rodroBd B
SheSrher
13,491
13,491
ebbebb
JimJiW
mW
13,482
13,482
yn yn
CorCnorn
JohJnohn
12,920
12,920
rr rr
rd rBdu Bu
RicRhiacha

r r
12,640
12,640
arnaerne
rkaW
MaM rk W
11,923
11,923
rn rn
CobCuobu
Tom
Tom
00 50,000
50,000 100,000
100,000 150,000
150,000 200,000
200,000 250,000
250,000

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K E Y F IN D IN G S

B E S T IN T W E E T
U.S. Senators with Over 10,000 Twitter Followers

42,273
42,273
MinMt int
meDe
JimJiD
38,509
38,509
ill ill
CasCkask
e MecMc
ClaCirlair
23,944
23,944
n n
BroBwrow
ScoStct ott
21,835
21,835
oxeorxer
araarBa B
BarBbarb
19,036
19,036
sslsesyley
k GkraGra
ChuCchuc
14,867
14,867
rn rn
CobCuobu
Tom
Tom

r r
14,321
14,321
arnaerne John McCain
rkaW
MaM rk W
13,879
13,879
n n
ankaenke
Al FArl Fr #1 in Twitter with
DoD
ChrCihs ris
ddodd
12,064
12,064
1.7 million(!) followers —
11,689
11,689 40 times more than
lsolnson
illeNe
BillBN
10,405
10,405
#2 tweeter Jim DeMint
HaHtcahtch
OrrOinrrin
10,345
10,345
yn yn
CorCnorn
JohJnohn

d d 10,129
10,129
ingionlgol
ssusFse Fe
R uR
00 10,000
10,000 20,000
20,000 30,000
30,000 40,000
40,000 50,000
50,000

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D I G I TA L I Q BY V O T IN G R E C O R D
K E Y F IN D IN G S
120
Red All Over 113
The 10 most conservative Republicans, as indicated by their
110
Senate voting records, outpace the rest of their party and their
Democratic counterparts. However, the trend doesn’t hold true Republicans
for the 14 most liberal Democrats who struggle digitally, posting 99
100 98 Average Digital IQ
IQs four points weaker than the party average. 96 Democrats
93

In Search of Search 90
Only three senators—New York Democrat Kirsten Gillibrand,
Louisiana Republican David Vitter, and North Carolina
80
Republican Richard Burr—engage in paid search placements.
Most Liberal Middle of the Conservative Most
TheMiddleclass.org, a legislative tracking site sponsored by Liberal Road Conservative
the nonpartisan Drum Major Institute for Public Policy, has
Source: National Journal, 2010
purchased nearly every senator’s name for paid search adver-
tisement. Senate challengers are much more promiscuous on
Google, and the majority are purchasing search terms, includ-
ing incumbent names.

© L2 2010 L2ThinkTank.com 13
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CASE STUDIES
Mike Huckabee’s
“Team Huck” site
A Platform Is a Terrible Thing to Waste rallies volunteer
support for fellow
Republican heavyweights Sarah Palin (more than 2.2 million Conservatives
nationwide
Facebook likes) and Mike Huckabee (almost 90,000 Twitter
followers) use their platforms to garner support for fellow
Republicans. In the recent Republican gubernatorial primary
in Georgia, Huckabee out-tweeted Palin, voicing support for
eventual victor Nathan Deal on several of his social media
platforms. Huckabee also helped Deal rally volunteers through
his Facebook page. Challenger Karen Handel’s candidacy had
Palin’s offline support, but received scant social media backing
until the campaign’s final day, when Palin went on Facebook to
urge Georgia voters to the polls.

Barack Obama, Social Media’s Elvis, boasts more than 12

million Facebook “likes” and 4.9 million Twitter followers.
Obama’s outreach focuses on policy and has yet to use the
platform(s) to support candidates. Democratic candidates are
also without the social media support of former President Bill
Clinton and Secretary of State Hillary Clinton. Neither Clinton has
endorsed candidates using social media.

Huckabee uses social media to

both endorse candidates and drive
traffic to the “Team Huck” site Huckabee posts endorsement
videos on his YouTube channel

© L2 2010 L2ThinkTank.com 14
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CASE STUDIES

Jim DeMint Is a Social ‘Genius’ DeMint demonstrates

an aggressive following
strategy on Twitter,
South Carolina Republican Jim DeMint’s number two position in following over 30,000
the Digital IQ Index is impressive, given McCain’s colossal social people

media audiences were boosted during his presidential bid.

DeMint has attacked digital platforms from the ground up,

garnering support among ultra-conservatives online through
aggressive social media tactics. In July alone he added more
followers than any other senator, growing his base by 3,600
with provocative tweets and an aggressive following strategy
(he follows more than 30,000 people versus McCain’s 178).
The South Carolina Senator has also engaged in media buys
on Facebook and tops all senators in number of
YouTube subscribers.

DeMint’s YouTube
Republican senator Jim DeMint’s
channel has more
robust Facebook page
subscribers than
any other senator

© L2 2010 L2ThinkTank.com 15
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CASE STUDIES

Republican Idol The Republican Party’s

“America Speaking Out”
2.0 site solicits citizen
In April 2010, House Republicans launched the “New Media input for the 2010 party
platform
Challenge.” The brainchild of Washington Representative Cathy
McMorris Rodgers, the six-week contest pitted Republican
Representatives against each other in March Madness-like
contests focused on weekly growth on Twitter, Facebook,
and YouTube. Louisiana Representative John Fleming took
top accolades, followed by Rep. Phil Gingrey (GA) and Rep.
Lamar Smith (TX).

Building on momentum from the “New Media Challenge,” the

Republican party launched “America Speaking Out,” a 2.0 site
designed to solicit citizen input for the 2010 party platform.

In mid-June, House Democrats attempted to play catch up,

initiating the “Member Online All Star Competition.” Similar
in format to the “New Media Challenge,” the two-week com-
petition was extended after a Facebook glitch froze the “like”
counts of several congressmen.

The campaign is carried out

over YouTube, Twitter,
Facebook, and Flickr

Twitter page for Cathy McMorris

Rodgers, originator of the Republi-
can Party’s “New Media Challenge”

© L2 2010 L2ThinkTank.com 16
Digital IQ Index:
U.S. Senate
TEAM
SCOTT GALLOWAY
Clinical Associate Professor of Marketing, NYU Stern
Founder, L2
Scott is a Clinical Associate Professor at the NYU Stern School
of Business where he teaches brand strategy and digital
marketing and is the founder of L2, a think tank for prestige
brands. Scott is also the founder of Firebrand Partners, an
operational activist firm that has invested more than $1 billion
in U.S. consumer and media companies. In 1997, he founded
Red Envelope, an Internet-based branded consumer gift retailer
(revenues: $100 million). In 1992, Scott founded Prophet,
a brand strategy consultancy that employs more than 120
professionals in the United States, Europe, and Asia. Scott was
elected to the World Economic Forum’s “Global Leaders of
Tomorrow,” which recognizes 100 individuals under age 40
“whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer
(Nasdaq: EBHI), The New York Times Company (NYSE: NYT),
Gateway Computer, and UC Berkeley’s Haas School of
Business. He received a B.A. from UCLA and an M.B.A. from
UC Berkeley.
DOUG GUTHRIE
Dean, George Washington University School of Business
Founder, Guthrie & Associates
An expert in the fields of management, economic reform in Chi-
na, leadership, and corporate governance, Doug is the Dean
of The George Washington University School of Business.
Previously, he served as Professor of Management at NYU
Stern School of Business. He also held a joint appointment as
Professor of Sociology at NYU’s College of Arts and Sciences.
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Doug has been a trusted adviser of both multinationals and
local Chinese companies and a student of China for some 25
years. He is the author of 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 writing
China’s Radical Transformation: Economic Reform, Global
Integration, and Political Change in the World’s Largest Nation,
which is an in-depth look at how China’s government-driven
form of capitalism has successfully overcome traditional theo-
ries of development and helped China become the economic
and political juggernaut it is today.
In addition to NYU Stern, Doug has also taught at Harvard Busi-
ness School, INSEAD, and the graduate schools of business at
Stanford University, Columbia University, and Emory University.
He received his B.A. in Chinese Literature from the University
of Chicago and a Ph.D. in Organizational Sociology from the
UC Berkeley.
MAUREEN MULLEN
L2
Maureen leads L2’s research and advisory group and has
benchmarked and/or developed digital and social media initia-
tives for over 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 Medical Center,
UCSF, and HCA. She has gone on to lead research and con-
sulting efforts focused on digital media, private banking, M&A,
insurance industry risk management, and renewable energy
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TEAM

economics for professional firms and academics. Maureen

has a B.A. in Human Biology from Stanford University and an
M.B.A. from NYU Stern.

CHRISTINE PATTON
L2
Christine is a brand and marketing consultant with more than
15 years of experience creating brand identities and market-
ing communications for aspirational and luxury brands. She
began her career at Cosí, 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 magazine’s
history, developing innovative integrated marketing programs
for advertisers. Christine received a B.A. in Economics and
Journalism from the University of Connecticut and an M.B.A.
from NYU Stern.

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