L2 Digital IQ Index®: Senate (2010)

SCOTT GALLOWAYNYU Stern

DOUG GUTHRIEThe George Washington University School of Business

A Think TAnk for DiGiTAL innOVATiOn

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

U.S. Senate

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DIGITAL Iq Index:

U.S. Senate

i n T R O D U C T i O n

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 2.0Politics 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.

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.




DIGITAL Iq Index:

U.S. Senate

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

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

for senators to authentically engage and mobilize voters and

constituents. Key to managing and developing competence is

an actionable metric. This study attempts to quantify the digital

competence of the 100 U.S. senators. Our aim is to provide a

robust tool to diagnose digital strengths and weaknesses and

prioritize 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 findings. You can

reach us at [email protected] and [email protected].

Sincerely,

SCOTT GALLOWAY

Clinical Associate Professor of Marketing, NYU Stern

Founder, L2

Facebook - 25%: • Presence

• Number of Likes

• Like Growth

Twitter - 25%: • Presence

• Followers

• Velocity of Tweets

• Follower Growth

YouTube - 25%: • Presence

• Number of Uploads

• Number of channel/Upload Views

Online Buzz: Blogs - 12.5%: • Velocity of Mentions on Blogs and Other 2.0 sites

• sentiment

Site Traffic: - 12.5%: • Annual and Monthly Unique Visitors

• Number of Visits

• Traffic Growth

buzz

buzz

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DOUG GUThRiE

Dean, The George Washington School of Business


mailto:scott%40stern.nyu.edu?subject=China%20Digital%20IQ%20Inquiry

mailto:guthrie%40gwu.edu?subject=Digital%20IQ%20Senate%20Study%20Inquiry



DIGITAL Iq Index:

U.S. Senate

Rank Senator State Digital Iq Class

1 John McCain* Arizona 156 Genius

2 JiM DeMint* South Carolina 154 Genius

3 SCOTT BROWN Massachusetts 152 Genius

4 AL FRANkEN Minnesota 143 Genius

4 JOHN CORNYN Texas 143 Genius

4 harry reiD* Nevada 143 Genius

7 BarBara Boxer* California 140 Genius

8 russ FeingolD* Wisconsin 138 Gifted

9 BERNIE SANDERS Vermont 136 Gifted

10 toM CoBurn* Oklahoma 135 Gifted

11 BILL NELSON Florida 129 Gifted

12 DaviD vitter* Louisiana 128 Gifted

13 CLAIRE McCASkILL Missouri 126 Gifted

13 SHERROD BROWN Ohio 126 Gifted

13 John thune* South Dakota 126 Gifted

16 ORRIN HATCH Utah 125 Gifted

16 MARk WARNER Virginia 125 Gifted

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


16 JIM INHOFE Oklahoma 125 Gifted

19 BOB MENENDEz New Jersey 124 Gifted

19 JEFF SESSIONS Alabama 124 Gifted

21 kIRSTEN GILLIBRAND New York 121 Gifted

21 george leMieux* Florida 121 Gifted

21 ChuCk grassley* Iowa 121 Gifted

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 affiliation. Seats in BolD* are open in November. Democrat IndependentRepublican

* Seat is currently up for election

** Appointed to Senate seat July 16




DIGITAL Iq Index:

U.S. Senate



34 saM BrownBaCk* Kansas 108 Average

36 JOE LIEBERMAN Connecticut 105 Average

36 JEFF MERkLEY Oregon 105 Average

36 ron wyDen* Oregon 105 Average

39 evan Bayh* Indiana 104 Average

40 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 Average

57 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 Challenged

64 kAY HAGAN North Carolina 89 Challenged

64 Mike Crapo* Idaho 89 Challenged

67 JEFF BINGAMAN New Mexico 88 Challenged

67 JON TESTER Montana 88 Challenged

Democrat IndependentRepublican



Color denotes party affiliation. Seats in BolD* are open in November.




DIGITAL Iq Index:

U.S. Senate



67 BOB CASEY, JR. Pennsylvania 88 Challenged

70 BarBara Mikulski* Maryland 86 Challenged

71 TED kAUFMAN Delaware 84 Challenged

72 SHELDON WHITEHOUSE Rhode Island 83 Challenged

73 JEANNE SHAHEEN New Hampshire 82 Challenged

73 roBert Foster Bennett* Utah 82 Challenged

75 SAxBY CHAMBLISS Georgia 81 Challenged

75 Byron Dorgan* North Dakota 81 Challenged

77 MIkE JOHANNS Nebraska 80 Challenged

77 kit BonD* Missouri 80 Challenged

79 HERB kOHL Wisconsin 79 Challenged

79 kENT CONRAD North Dakota 79 Challenged

81 DANIEL AkAkA Hawaii 78 Challenged

81 TIM JOHNSON South Dakota 78 Challenged

81 MIkE ENzI Wyoming 78 Challenged

84 MARk PRYOR Arkansas 77 Challenged




84 rolanD Burris* Illinois 77 Challenged

86 MARIA CANTWELL Washington 75 Challenged

86 JiM Bunning* Kentucky 75 Challenged

86 george voinoviCh* Ohio 75 Challenged

89 DIANNE FEINSTEIN California 74 Challenged

89 PAT ROBERTS Kansas 74 Challenged

91 TOM CARPER Delaware 70 Challenged

91 JuDD gregg* New Hampshire 70 Challenged

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 n/a n/a

Democrat IndependentRepublicanColor denotes party affiliation. Seats in BolD* are open in November.




DIGITAL Iq Index:

U.S. Senate

All Senators 2010 Candidates

90

95

100

105

110

Average Digital IQ

98

103104

107

k E Y F i n D i n G S

The Elephant in the Room 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

registering a three-point advantage. Although the GOP gets

a significant boost from Digital IQ leaders John McCain, Jim

DeMint, and Scott Brown, Republicans also come out ahead

across categories including age, congressional cohort, and

time in office.

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

sites see more web traffic.

kicking A$%Analysis of growth in “likes,” followers, and subscribers pro-

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

for the Democrats. The trend holds on Twitter, with Republican

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.

GROWTh On SOCiAL MEDiA PLATFORMSMonth-on-Month increase in Fans/Followers (June to July 2010)

Democrats

Republicans




DIGITAL Iq Index:

U.S. Senate

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views Fans Followers

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WASHINGTON:CAL IFORNIA :

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 NovemberNovember challengers are all over social media, and many

of those engaged in tightly contested races are outpacing

incumbents on popular platforms. Carly Fiorina, the Republican

nominee in California, has some 280,000 Twitter followers—

more than 11 times the number that incumbent Barbara Boxer

has—and comes in second behind John McCain when stacked

up against the current U.S. Senate.

Republican nominee Sharron Angle, locked in a tight race

with Senate Majority Leader Harry Reid, is just shy of her goal

of 30,000 likes on Facebook, nearly three times that of the

Nevada senator. In Washington, Republican challenger Dino

Rossi boasts twice the number of Facebook “likes” as incum-

bent Patty Murray. Russ Feingold is one of the few incumbents

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.

Harry Reid Russ Feingold

Sharron Angle Ron Johnson

Carly Fiorina

Barbara Boxer Patty Murray

Dino Rossi

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DIGITAL Iq Index:

U.S. Senate

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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 platforms has ramped up quickly. Ninety-one

of the 100 senators maintain a YouTube channel and 87 have a

page on Facebook. Twitter adoption is not as ubiquitous, with

56 senators boasting an active handle. Although most sena-

tors have been active on these platforms for two years, very

few have managed to extract significant value. John McCain

and Scott Brown are the only senators with more than 100,000

“likes” on Facebook (approximately 630,000 and 235,000

respectively), and 77 percent of the senators present on the

platform have fewer than 10,000 “likes.”

So Friendly...Every Six YearsA comparison of Digital IQ by senate cohort demonstrates that

senators up for reelection lead on every social media platform,

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

recognition and awareness) effect of campaigns. Eight of the

top 10 spots are held by senators up for reelection or recently

elected (Al Franken and Scott Brown). Three of the four Demo-

crats in the top 10—Harry Reid, Russ Feingold, and Barbara

Boxer—are engaged in heated races.

GROWTh On SOCiAL MEDiA PLATFORMSMonth-on-Month increase in Fans/Followers (June to July 2010)

RELATiVE SOCiAL MEDiA STREnGThBy Year of Re-Election

Democrats

Twitter

Facebook

YouTube

Republicans

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FansFollowers




DIGITAL Iq Index:

U.S. Senate

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

Scott Brown

John Thune

Al Franken

David Vitter

Jim DeMint

Barbara Boxer

Russ Feingold

Bernie Sanders

Patty Murray

Sherrod Brown

Jim Webb

John Cornyn

Richard Burr

Mark Warner

Tom Coburn

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


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

Scott Brown

John Thune

Al Franken

David Vitter

Jim DeMint

Barbara Boxer

Russ Feingold

Bernie Sanders

Patty Murray

Sherrod Brown

Jim Webb

John Cornyn

Richard Burr

Mark Warner

Tom Coburn

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 RACEU.S. Senators with Over 10,000 Facebook Fans

John McCain

The Senate’s Facebook star leads with almost 625,000 fans




DIGITAL Iq Index:

U.S. Senate

Jim DeMint

Claire McCaskill

Scott Brown

Barbara Boxer

Chuck Grassley

Tom Coburn

Mark Warner

Al Franken

Chris Dodd

Bill Nelson

Orrin Hatch

John Cornyn

Russ Feingold

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

BEST in TWEETU.S. Senators with Over 10,000 Twitter Followers

Jim DeMint

Claire McCaskill

Scott Brown

Barbara Boxer

Chuck Grassley

Tom Coburn

Mark Warner

Al Franken

Chris Dodd

Bill Nelson

Orrin Hatch

John Cornyn

Russ Feingold

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 in Twitter with 1.7 million(!) followers— 40 times more than #2 tweeter Jim DeMint




DIGITAL Iq Index:

U.S. Senate

Red All OverThe 10 most conservative Republicans, as indicated by their

Senate voting records, outpace the rest of their party and their

Democratic counterparts. However, the trend doesn’t hold true

for the 14 most liberal Democrats who struggle digitally, posting

IQs four points weaker than the party average.

In Search of SearchOnly three senators—New York Democrat Kirsten Gillibrand,

Louisiana Republican David Vitter, and North Carolina

Republican Richard Burr—engage in paid search placements.

TheMiddleclass.org, a legislative tracking site sponsored by

the nonpartisan Drum Major Institute for Public Policy, has

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.

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

Most Liberal

Liberal Middle of theRoad

Conservative MostConservative

93

9899

113

80

90

100

110

120

Average Digital IQRepublicans

Democrats96

Source: National Journal, 2010




DIGITAL Iq Index:

U.S. Senate

C A S E S T U D i E S

A Platform Is a Terrible Thing to Waste Republican heavyweights Sarah Palin (more than 2.2 million

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.

Mike huckabee’s “Team huck” site rallies volunteer support for fellow Conservatives nationwide

huckabee posts endorsement videos on his YouTube channel

huckabee uses social media to both endorse candidates and drive traffic to the “Team huck” site


http://teamhuck.ning.com/






http://www.youtube.com/HuckPac


http://www.facebook.com/mikehuckabee?v=app_7146470109&ref=ts








DIGITAL Iq Index:

U.S. Senate


Jim DeMint Is a Social ‘Genius’South Carolina Republican Jim DeMint’s number two position in

the Digital IQ Index is impressive, given McCain’s colossal social

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 channel has more subscribers than

any other senator

Republican senator Jim DeMint’s robust Facebook page

DeMint demonstrates an aggressive following strategy on Twitter, following over 30,000 people


http://www.facebook.com/senatordemint

http://twitter.com/JimDeMint

http://www.youtube.com/user/SenJimDeMint#p/a






http://www.facebook.com/photo.php?pid=1826452&id=19787180818&ref=fbx_album









DIGITAL Iq Index:

U.S. Senate


Republican Idol

In April 2010, House Republicans launched the “New Media

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

The Republican Party’s “America Speaking Out” 2.0 site solicits citizen input for the 2010 party platform

Twitter page for Cathy McMorris Rodgers, originator of the Republi-can Party’s “new Media Challenge”


http://www.americaspeakingout.com/

http://www.youtube.com/americaspeakingout

http://twitter.com/usaspeakingout

http://www.facebook.com/americaspeakingout

http://www.flickr.com/photos/americaspeakingout

http://www.americaspeakingout.com/browse/questions/in/spending

http://twitter.com/cathymcmorris



http://www.youtube.com/americaspeakingout

http://twitter.com/usaspeakingout




DIGITAL Iq Index:

U.S. Senate

T E A M

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.

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




DIGITAL Iq Index:

U.S. Senate

T E A M

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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L2 Digital IQ Index®: Senate (2010)

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