Randi Zuckerberg

The former marketing director at younger brother Mark Zuckerberg’s company, Facebook Inc., spoke at Lucky’s first Fashion and Beauty Blogger Conference.

A ZUCKERBERG ON THE WEB’S NEXT TRENDS: Who better to get Facebook etiquette tips from than Randi Zuckerberg, founder of R to Z Media and former marketing director at younger brother Mark Zuckerberg’s company, Facebook Inc.? Speaking about Facebook friend requests during Lucky’s first Fashion and Beauty Blogger Conference on the West Coast at the Annenberg Community Beach House in Santa Monica, Calif., she said, “The rule that I usually use is that I have to have a meaningful one-on-one conversation with them before I accept them as a friend.” Of course, not everyone is as active on Facebook as Zuckerberg, who has more than one million subscribers on her public Facebook profile. She noted that the average Facebook user has 120 friends. “When they go to their news feed, sometimes they don’t even see new things on there,” she said.

For those exploring the Web beyond Facebook, Zuckerberg gave a rundown of the hottest trends. She began by discussing concepts that put up “For Rent” signs on the Web, such as designer dress rental specialist Rent the Runway and Airbnb, which enables users to book apartments or villas around the world. “People want to live like millionaires, but on a normal salary,” she said. Additional trends Zuckerberg covered were social-media-driven loyalty programs (she cited Gilt Groupe giving its Facebook fans previews of flash sales), unique mobile services (Starbucks allowing its patrons to pay for drinks using Starbucks cards on their phones), monthly subscription offerings (ShoeDazzle and Manpacks) and the importance of curation. “In this noisy world, there is more and more demand for people who can curate through the noise,” said Zuckerberg, adding, “People who kind of get in there first are going to really be perceived as huge experts in the community and reap all the benefits.”

This story first appeared in the May 3, 2012 issue of WWD. Subscribe Today.

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Among other speakers at the conference were Zac Posen, eco-friendly diaper resource The Honest Co. co-founders Christopher Gavigan and Jessica Alba, Elizabeth Banks, Neiman Marcus vice president of corporate public relations Gabrielle de Papp, “Mad Men” costume designer Janie Bryant, and bloggers Geri Hirsch and Aimee Song from Because I’m Addicted and Song of Style, respectively. Song and de Papp engaged in a lively conversation about retailers and brands paying bloggers. “Our frustration at the moment is just the cost of working with a lot of the bloggers we’d love to work with,” said de Papp. “You have to understand we are working on some editorial-size budgets.”

Song countered that retailers and brands should pay bloggers as much as they pay models. “They have bigger outreach hiring us than just some random model,” she said.

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