Social Media on Purpose 2014

Using Social Media Strategically to Advance Your Mission

An intensive one-day conference sponsored by Stanford Social Innovation Review (@SSIReview)

May 22, 2014
9:00am – 5:00pm
Frances C. Arrillaga Alumni Center, McCaw Hall
Stanford, CA



Quick Links
Program Overview | Agenda | Confirmed Speakers | Crowdsourced Panel | What Your Conference Fee Includes | Facilities and Location | Lodging | Rates and Registration | Privacy Policy | Contact Information | Sponsor and Partners

Social Media on Purpose 2014
Social media has the power to make a huge difference for your organization. A good social media program will significantly increase the number of people learning about your cause, spreading the word, and supporting your organization. Yet social media can be time-consuming and overwhelming. You need to create a social media strategy and specific goals that are measurable, actionable, and realistic. You also need to stay on top of the ever-evolving array of social media platforms and tools and choose appropriate ones for your organization’s strategy.

Social Media on Purpose is for busy executives at nonprofits and other mission-driven organizations who are responsible for developing, extending, and maintaining their organization’s impact, identity, and reach. Response from last year’s conference—which sold out weeks before the event date—encouraged Stanford Social Innovation Review to hold the conference again, with an all-new program. Come to Social Media on Purpose 2014 for:

  • In-Depth & Actionable Presentations: Find out what’s new with the major platforms. Executives from Facebook, Twitter, LinkedIn, and other leading platforms will review their newest tools and give examples of how nonprofits are using them effectively. They will be joined by nonprofits providing details of campaigns from inception through measurement and results. Get great ideas that you can act on as soon as you get back to the office.
  • Multi-platform Integration: How successful social media campaigns and programs are integrating platforms and tools. Leading nonprofits from a wide variety of sizes and types will share their success stories of integrated campaigns. Learn how these nonprofits set social media goals, implemented programs, and measured results and explore how your organization can benefit from their experiences.
  • Using Video: How to think about and include short video in your social media efforts. See what other nonprofits are doing with Instagram and Vine and what you could incorporate in your social media outreach.
  • Turning Visitors into Advocates: Use online reviews to showcase your impact.  Find out how nonprofits can take advantage of the fast growth in reviews and user-generated content.
  • Networking: Learn from the other nonprofit leaders in the room. Sit with others at affinity tables organized by type of nonprofit and what you are most interested in learning. Participants will also be able to network throughout the day with other nonprofit and social mission organization leaders facing the same social media challenges. The conference will include a continental breakfast, a gourmet boxed lunch, and a “social blender” at the close of the day.
  • Having Fun: Participate in an optional contest, submit a description of a successful social media campaign, and present to the room.
  • Inspiring your Team: You will leave knowing about new approaches that you can incorporate into your social media strategy to achieve results that support your organization’s goals.

Conference Agenda

Blog Posts About the Conference
By Beth Kanter: Social Media Integrated Campaign Case Study Slam: SSIR Social Media on Purpose Conference
By Devin Briski: One Story, Mass Engagement
By Sue Duris: The Importance of Social Media In Branding

Thursday, May 22, at the Frances C. Arrillaga Alumni Center:

9:00-9:10 a.m.

Welcome from Regina Starr Ridley, Publishing Director, and Jenifer   Morgan, Senior Digital Editor, Stanford Social Innovation Review


Meg Garlinghouse , Head of LinkedIn for Good, will discuss how LinkedIn can help your organization find the right quality board members and skilled volunteers to help you succeed. She will share a brand new and free tool that allows you to search for the perfect volunteer for your organization. Sherri Wood, National Founder and Chair of One Warm Coat, will join her on stage to talk about their success using this tool.


Libby Leffler , Manager - Partnerships, Facebook, will provide an overview of the Facebook platform, highlighting the products that causes, nonprofits, and social mission organizations can leverage to engage with supporters and inspire advocacy. Libby will review best practices, tips, and tricks for using Facebook and give specific examples of organizations that leverage Facebook Pages, Facebook Groups, and Instagram in creative and innovative ways.




Caroline Barlerin , Head of Twitter for Good, will catch you up with new and effective ways nonprofits are using Twitter. She will be joined by Sammie Rayner, Director of Business Development at HandUp, who is using Twitter and Vine in innovative ways.


Liba Rubenstein, Director of Social Impact & Policy, Tumblr, will explore how Tumblr's versatile platform can help nonprofits and other changemakers tell powerful stories, catalyze engagement, and drive measurable impact via a product overview, use cases/case studies, best practices, and (of course) some animated GIFs.

12:00-1:15 p.m.



Beth Kanter’s Nonprofit Social Media Integrated Campaign Case Study SLAM!

Moderator: Beth Kanter, Author, Master Trainer, Speaker


Cindy Johanson , Executive Director, Edutopia

Matt Fitzgerald , Attention Lab Director, Upwell

Humberto Kam , Director, Online Engagement & Marketing, Monterey Bay Aquarium

Abdi Soltani , Executive Director, American Civil Liberties Union of Northern California

James Nickerson , Social Media Strategist, San Francisco Gay Men's Chorus

Trenton DuVal , Development & Communications Manager, International Development Exchange (IDEX)




Perla Ni , founder and CEO, Great Nonprofits, will show you how online reviews can showcase your organization’s impact and support your fundraising activities.


The Crowdsourced Panel will feature the best social media campaigns selected from your submissions by a team of Stanford Social Innovation Review judges.


Stefania Pomponi is the founder, president, and chief evangelist of Clever Girls Collective, which created the #sfbatkid campaign that went viral and brought a worldwide community together last November 15. Get the inside scoop from Stefania on how the campaign for Make-A-Wish Greater Bay Area was implemented, the impact it has had, and what you can apply at your nonprofit.


Close by Regina Starr Ridley and Jenifer Morgan


Continue your conversations over refreshments


Confirmed Speakers

Caroline Barlerin, Head of Twitter for Good, Twitter

Caroline Barlerin is passionate about bridging the worlds of profit and purpose and exploring ways that technology can enable positive impact in the world. In her current role, she oversees Twitter’s community outreach and corporate philanthropy programs.  Previously, Barlerin ran HP's Community Engagement programs engaging, equipping, and exciting 300,000 employees worldwide to give back. Barlerin was the founding architect of Taproot Foundation, an organization that strengthens nonprofits by engaging business and tech professionals in service. She also ran a nonprofit called Level Playing Field Institute, consulted Fortune 500 companies on brand strategy at Landor Associates, and built bicycle-powered rice threshers for small-acre farmers in Burma while studying design for extreme affordability. Barlerin was a Sloan Fellow at Stanford Graduate School of Business and received a bachelor’s degree in sociology at Vassar College. In 2011, she was recognized as one of Silicon Valley Business Journal’s “40 Under 40.”

Trenton DuVal, Development and Communications Manager, International Development Exchange

Trenton DuVal has worked to develop and implement communications strategies for nonprofits and philanthropies since 2005. He has brought his passion for telling the human stories behind international development to organizations in the U.S., Kenya, and South America. DuVal studied English literature and attended premedical courses at the University of California, Berkeley, and marketing management for nonprofit organizations at the University of Illinois, Chicago. His fluent Spanish and intermediate French have served him in bridging divides while living, working, and traveling across five continents. When he’s not fighting poverty and injustice around the world, DuVal enjoys sailing, hiking, and keeping up with emerging trends in internet culture.

Matt Fitzgerald, Attention Lab Director, Upwell

Matt Fitzgerald is a program evaluator and network strategist who leads Upwell's social analytics practice—advancing new methods of issue-level “Big Listening” to harness actionable insights for environmental campaigns and communicators. In his past life as a nonprofit and philanthropic consultant, he advised state, regional and national organizations on evaluation, program design, and strategy projects. In 2009 he served as Grassroots Communications Director for as they coordinated the first ever International Day of Climate Action—described by CNN as “the most widespread day of political action in the planet's history.” He is a Public Allies Americorps Alum, Startingbloc Social Innovation Fellow, and trail crew leader with Volunteers for Outdoor California. Fitzgerald graduated from Yale University with a surprisingly useful bachelor’s degree in English.

Meg Garlinghouse, Head of LinkedIn for Good, LinkedIn

Meg_GarlinghouseAs head of social impact at LinkedIn, Meg Garlinghouse is responsible for identifying partnerships and programs that leverage the LinkedIn platform to create positive social impact for the world. Garlinghouse has nearly 20 years of experience working in the technology and philanthropy sectors. Prior to joining LinkedIn, Garlinghouse spent almost ten years building and leading Yahoo!’s global community relations function.

Cindy Johanson, Executive Director, Edutopia

Cindy JohansonCindy Johanson is the executive director of Edutopia at the George Lucas Educational Foundation. Johanson has more than 25 years experience leading the design and expansion of digital services with a primary focus on education and engagement. In her current role, Johanson oversees Edutopia, an online source of inspiration and information about what works in K-12 education. Prior to joining the Foundation, Johanson served as senior vice president of interactive and education for the Public Broadcasting Service. At PBS, she led the launch and growth of the award-winning website, in addition to,, and Johanson’s passion for online learning started in 1989 with text-based interfaces and 300 baud modems when she managed teacher support and training for Learning Link, an online service for K-12 classrooms.

Humberto Kam, Director, Online Engagement & Marketing, Monterey Bay Aquarium

Humberto KamHumberto Kam is director of online engagement and marketing at the Monterey Bay Aquarium, where he oversees the Aquarium's online efforts, including websites, apps, and social media. Kam spearheads the Seafood Watch App, which gives users up-to-date recommendations for ocean-friendly seafood and sushi. Prior to his work at the Monterey Bay Aquarium, he worked for The Walt Disney Company creating games that bridged the online and theme park experiences. He holds an MBA from Pennsylvania State University.

Beth Kanter, Author, Master Trainer, Speaker

Beth KanterBeth Kanter is the author of Beth’s Blog: How Nonprofits Can Use Social Media, one of the longest running and most popular blogs for nonprofits. She is an internationally recognized trainer who has developed and implemented effective sector capacity building programs that help organizations integrate social media, network building, and relationship marketing best practices. Kanter has co-authored two books, The Networked Nonprofit and Measuring the Networked Nonprofit, which introduced nonprofits to the age of connected networks. She served as a visiting scholar for social media and nonprofits at the David and Lucile Packard Foundation from 2009 to 2013. Her past projects include the E-Mediat project, a networked approach to building social media capacity at NGOs in the Middle East, and NTEN’S “We Are Media: Nonprofit Social Media Starter Kit.” She was named by Fast Company as one of the most influential women in technology and one of Business Week’s “Voices of Innovation for Social Media.”

Libby Leffler, Manager – Partnerships, Facebook

Libby_LefflerLibby Leffler leads work focused on high-impact integrations with global influencers, causes, and nonprofits on Facebook and Instagram. Prior to her work with influencers, Leffler led a global partnerships team at Facebook focused on elected officials, public figures, athletes, musicians, and celebrities in the US and Asia Pacific. From 2009 to 2012, Leffler was the business lead to Facebook's chief operating officer, Sheryl Sandberg. Prior to Facebook, Leffler worked in online sales and operations and Asia-Pacific and Latin America markets at Google. She graduated from the Walter A. Haas School of Business at University of California at Berkeley. Leffler serves on the boards of UCSF Partners in Care and San Francisco Symphony's Symphonix League. She is also a member of the official launch team for In 2014, Leffler was named to the third-annual Forbes “30 Under 30” list of rising stars in the media industry.

Perla Ni, Founder and CEO, GreatNonprofits

Perla NiPerla Ni is the CEO and founder of Ni has executive experience in corporate, academic, and nonprofit sectors. She was the founder and former publisher of the Stanford Social Innovation Review, where she launched the successful website and blog. Prior to her work at SSIR, Ni co-founded Grassroots Enterprise, which was later acquired by global public relations firm, Edelman. A frequent speaker on nonprofits and philanthropy, Ni continues to blog at She has a bachelor's degree from the University of California, Berkeley, and a J.D. from Harvard Law School. In 2010, she was named a “Top Philanthropy Game Changer” by the Huffington Post.

James Nickerson, Social Media Strategist, San Francisco Gay Men's Chorus

James NickersonJames Nickerson started his communications career at CNN during the (first) Gulf War, and has been “communicating” ever since. Nickerson is currently a social media strategist for ASSA ABLOY, a global manufacturer based in Sweden. Nickerson’s true love lies in creating social media plans and strategies for nonprofits, specifically arts organizations. Closest to his heart is the work he does for the San Francisco Gay Men’s Chorus. Four years ago, before social media was even a “thing,” he went to the SFGMC Board and said he was going to start a Facebook page—The silence in the room meant to him, “Go Forth and Build A Great Social Media Arts Program…!” and so he did! At this conference, for the first time in public, Nickerson will talk about his biggest failure in Social Media while at SFGMC. In his past life, Nickerson has worked in traditional corporate communications and PR functions for the Arthur Andersen/Accenture merger, building a math homework website for US Department of Education, and driving an SFGMC/Stephen Schwartz video to viral status on YouTube. Reach him @NickInSFO or on FB, JamesMNickerson.

Stefania Pomponi, Founder, President, and Chief Evangelist, Clever Girls Collective, Inc. 

Stefania Pomponi is an award-winning social media professional, nationally-recognized social media influencer, and founder of Clever Girls Collective, Inc. She brings a wealth of knowledge of successful influencer outreach strategies to her current position, as well as her deep connections to the women-centric social media world. Pomponi leads Clever Girls Collective's corporate communications and public relations efforts, and most notably was a catalyst for the #SFBatkid social media effort. She lives in Palo Alto.

Sammie Rayner, Director of Business Development, HandUp

Sammie Rayner leads business development, partnerships, and company operations for HandUp’s corporate giving and nonprofit arms. Before joining HandUp, Rayner founded Lumana, a microfinance organization in West Africa. During her four years as executive director, Rayner led Lumana's growth strategy, fundraising, and marketing efforts. She is passionate about market-based solutions to poverty and excited to bring her international experience to tackling urban poverty in the U.S.

Liba Rubenstein, Director of Outreach, Causes, and Politics, Tumblr

Liba Wenig Rubenstein works at the intersection of mass and social media, cause marketing, civic innovation, sustainability, digital activism, public policy, and triple bottom line business strategies. At Tumblr she leads partnerships, programming, and outreach for social impact and public policy. Previously, Rubenstein ran environmental sustainability at News Corporation. She also cofounded the IMPACT Channel for social and civic engagement at MySpace and managed its public affairs team.  She serves as a member of the World Economic Forum's Global Agenda Council on Sustainable Consumption, board member of the civic engagement organization The Bus Federation, mentor at startup accelerator Launchpad LA, and advisor to nonprofits Why Tuesday? and Invisible Children. Rubenstein holds a bachelor’s degree from Yale University.

Abdi Soltani, Executive Director, ACLU of Northern California

Abdi SoltaniAbdi Soltani has served as the executive director of the ACLU of Northern California since April 2009. During that time, the ACLU-NC has led advocacy efforts on a range of civil liberties issues, including criminal justice, student free speech, immigrants’ rights, and surveillance. As part of the Levi Strauss Foundation Pioneer in Justice program, Soltani has focused on bilingual outreach and social media as key steps toward building a multiracial, intergenerational constituency. Soltani majored in biology at Stanford University and was awarded the John Gardner Public Service Fellowship in 1995, through which he began his work as a community organizer. His time in graduate school was limited to two weeks in the Executive Program for Nonprofit Leaders at Stanford Graduate School of Business

Sherri Wood, National Founder and Chair, One Warm Coat

Sherri WoodSherri Lewis Wood is the national founder and board chair of One Warm Coat, a nonprofit organization that collects and distributes warm coats across the United States and in ten countries. Wood believed in more—more coats were needed, more people would donate if they knew of the need, and more locations would solve these issues.  To date, more than four million coats have been collected under the One Warm Coat banner. Harnessing the efficiency and effectiveness of the digital era, One Warm Coat is a virtual nonprofit with offices located on multiple laptops and other devices.


New! Crowdsourced Panel on Successful Social Media Campaigns

A new component has been added to the program: A panel that highlights the exceptional social media campaigns of three to five organizations. These organizations will share their campaigns on stage and will potentially be part of an “audience favorite” poll. The winner will even receive a small prize!

How can YOUR organization be considered to join the panel? At least one person from your organization must register for the conference. After registering, they’ll receive instructions on how to enter your organization’s campaign for consideration by the staff of Stanford Social Innovation Review. Only organizations with a staff person attending the conference may apply to participate in this friendly competition. Have fun, and good luck!

What Your Conference Fee Includes


  •     A full day of sessions and networking in a beautiful conference center
  •     Delicious, primarily organic and locally grown food: Breakfast buffet, gormet boxed lunch, afternoon networking reception
  •     A list of conference attendees with contact information
  •     A post-conference website for additional resources, photos, and podcasts
  •     Free Wi-Fi at conference center and access to business center
  •     Free shuttle from the Sheraton Palo Alto hotel and Caltrain to the conference location



Conference Facilities and Location

Frances C. Arrillaga Alumni Center
326 Galvez Street
Stanford, CA 94305-6105

The program will be held at the Frances C. Arrillaga Alumni Center, a state-of-the-art facility located on Stanford University's campus. More information about the Frances C. Arrillaga Alumni Center, including public transportation, directions, and parking, is available here.

View a Google map of the Stanford campus with the conference venue pinpointed. 

Stanford is located between San Francisco and San Jose in the heart of Silicon Valley. The campus's 8,100 acres reach from the rural foothills of the Santa Cruz Mountains to the Stanford Shopping Center in Palo Alto. Stanford is conveniently located between two major airports—25 miles south of San Francisco International Airport and 20 miles north of San Jose International Airport. Mass transit is available from both airports to the Stanford campus and area hotels:

Find information about the free Stanford Marguerite Shuttle here.
Find information about Caltrain here.
Find information about Bay Area Rapid Transit (BART) here.

The campus and surrounding areas offer a myriad of opportunities for recreation and sightseeing. World-class shopping and dining are located only a mile away at the Stanford Shopping Center. A half hour drive north brings you to San Francisco. A two hour drive south brings you to Carmel-by-the-Sea, where you can take in breathtaking views of the Pacific Ocean. To find out more, visit Stanford’s Visitor Information Services.



The Sheraton Palo Alto
The room block reserved for attendees at the Sheraton Palo Alto is no longer available.

The Sheraton Palo Alto is conveniently located next to the Palo Alto Caltrain stop. The Arrillaga Alumni Center is a 20 minute walk or a short, free shuttle ride away by taking the Stanford Marguerite Shuttle “Y” from the Caltrain station (next to the Sheraton) to campus.

View a list of other nearby lodging with a variety of price ranges. We do not have room blocks at these locations.


Conference Rates

Registration is closed for this past event.


Privacy Policy

Stanford Social Innovation Review is committed to your right to privacy and to the ethical use of information online. We adhere strictly to the following privacy practices. We do not rent, sell, give, exchange, or otherwise share contact information with unrelated third parties.

This conference may be audio or video recorded, podcast, photographed, published, and archived. As such, participants and speakers grant SSIR permission for recording and use of images.

Contact Information

If you have questions about registration, the program, or logistics:

Carrie Pogorelc
Stanford Social Innovation Review
Email: [email protected]
Phone: (650) 724-3309


Devin Briski
Stanford Social Innovation Review
Email: [email protected]
Phone: (650) 497-7620

Sponsor and Partners

Stanford Social Innovation Review (SSIR) is an award-winning magazine and website that covers cross-sector solutions to global problems. SSIR is written for and by social change leaders in the nonprofit, business, and government sectors who view collaboration as key to solving environmental, social, and economic justice issues. Published at the Stanford Center on Philanthropy and Civil Society, SSIR bridges academic theory and practice with ideas about achieving social change. SSIR covers a wide range of subjects, from microfinance and green businesses to social networks and human rights. Its aim is both to inform and to inspire.


GreatNonprofits: With over 1.5 million nonprofits in the United States alone, how do you determine which organization are making the biggest impact? GreatNonprofits offers a free, easy to use platform that allows nonprofits to share the real stories of the community they serve, so that donors and volunteers can best determine where to spend their time and money. It’s the Yelp of Nonprofits.

The Stanford Center on Philanthropy and Civil Society (Stanford PACS) develops and shares knowledge to improve philanthropy, strengthen civil society and effect social change.  Stanford PACS is a research center for students, scholars and practitioners to explore and share ideas that create social change. Its primary participants are Stanford faculty, visiting scholars, postdoctoral scholars, graduate and undergraduate students, and nonprofit and foundation practitioners.  As publisher of SSIR, Stanford PACS informs policy and social innovation, philanthropic investment, and nonprofit practice.