THAT OTHER ZUCKERBERG: Randi Zuckerberg, the former head of marketing at Facebook and sister of its founder Mark Zuckerberg, is getting ready to go out on her own. She left the social media giant in August and started R to Z Studios, “a new kind of media company,” that she’s not ready to talk about. She said it’s in stealth mode. “In Silicon Valley, that means you almost know what you’re doing but you’re not quite sure, so it’s mysterious and sexy and shrouded in a level of secrecy.” As of Thursday, the Web site only had a logo and the company’s Twitter feed had 29 followers.
Zuckerberg said she’ll reveal more about R to Z in a few months, before the launch this summer, but in the meantime she’s traveling the country and giving speeches to companies such as Condé Nast. On Tuesday, she stopped by 4 Times Square to speak with the publishing side of Brides magazine, which is undergoing a transformation of its own. The title will unveil a redesign in May.
This story first appeared in the March 23, 2012 issue of WWD. Subscribe Today.
Since this was a speech to the sales side of the title, Zuckerberg focused her comments on marketing and the top trends in social media. “We just fixed this list before we got here, because it’s constantly changing. The sharing economy is big in social media,” said Zuckerberg, adding that people want to live a luxury life on a budget. “It’s rent the runway, or private jets where you can rent a seat or rent a luxury home for a fraction of the cost.”
She said crowd sourcing is important, noting that Sports Illustrated did this with its cover and Target turned to Facebook to ask shoppers how to give away $5 million to philanthropic causes. “Target saw a 2 million increase in its ‘likes’ because of this,” she said. Some businesses, such as Gilt Groupe, are growing their loyalty programs through social media. On Gilt’s Facebook page, those who “like” it, get a one-hour preview to select sales.
One of the reasons Zuckerberg left Facebook was due to the success she had with Facebook Live, a live-stream interview format that within nine months of launching had President Obama hosting a town hall. “We were like, where do we go from here? Justin Bieber?” She’s now repped by CAA and her company apparently has a production arm to it. “We were nominated for an Emmy and I found out two months after it happened,” she said. “We lost to Anderson Cooper reporting live from Haiti in a ditch. So, I guess that’s OK.”