Social Media on Purpose 2013

Integrating social media into your organization's strategy

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

Follow live tweets on January 30 with #SMoP13 or follow the action on SSIR's Facebook page

January 30, 2013
Frances C. Arrillaga Alumni Center, McCaw Hall
Stanford, CA

Nonprofits know that social media is now a “must do.” However, they often struggle to develop an over-arching social media strategy and specific goals that are measurable, actionable, and realistic. Another big challenge is to stay on top of the ever-evolving array of social media platforms and tools and choose appropriate ones for the organization’s strategy.

Social Media on Purpose has been developed for executives at nonprofits and other social mission organizations who are responsible for their organization’s social media strategy and facing these exact challenges. Sessions will provide:

• A framework for developing an effective social media strategy for your organization, including practical guidance on how to identify your social media goals and implement strategies for achieving them.

• In-depth presentations and discussions on each of the major platforms—including Facebook, Twitter, YouTube, and LinkedIn—all tailored for nonprofit organizations. 

• Numerous examples and mini case studies illustrating how nonprofits have set social media goals, implemented programs, and measured results.

• Short presentations on a number of up-and-coming social media platforms and tools—including ones for crowdfunding, photosharing, and community websites—and time to speak with representatives of these organizations.

• Inspiration: You will leave knowing you can create an effective social media strategy and achieve results that support your organization’s goals.

Participants will also be able to network 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.

Social Media on Purpose

Conference Program

Wednesday, January 30, at the Frances C. Arrillaga Alumni Center, Stanford University campus:

Time Event Speaker
7:30 - 8:30am Check-in & Complimentary breakfast
8:30 - 8:35am Brief Welcome SSIR & Tides
8:35 - 9:30am Social Media Strategy Marcia Stepanek
9:30 - 10:15am Facebook Libby Leffler
10:15 - 10:30am Break
10:30am - 11:15pm Twitter Jim Prosser
11:15am - 12:15pm Social Circle Various
12:15 - 1:30pm Lunch & Social Circle Tables
1:30 - 2:00pm LinkedIn Meg Garlinghouse
2:00 - 2:45pm YouTube and Google+ Ramya Raghavan
2:45 - 3:00pm Break
3:00 - 3:45pm Social Media Strategy: Launching Your Plan Marcia Stepanek
3:45 - 4:15pm Short Films, Big Impact Natasha Deganello Giraudie
4:15 - 5:30pm Social Blender: Reception & Networking

Confirmed Sessions and Speakers


Meg Garlinghouse, Head of Social Impact, LinkedIn  View Meg's presentation here.

Joined by Amanda Lenaghan, Deputy Director, Bay Area Taproot

Meg_GarlinghouseMeg Garlinghouse will discuss the LinkedIn platform, focusing on the special features and tools that nonprofits and other social mission organizations can use to find talent (board members and pro bono volunteers) and grow their community and identify resources.  Meg will present case studies of nonprofits that are using LinkedIn in highly effective ways to support their unique missions.

Meg Garlinghouse is Head of Social Impact at LinkedIn. In this role, she 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 10 years building and leading Yahoo!’s global community relations function.


Libby Leffler, Strategic Partner Manager, Facebook

Joined by Carly Severn, Digital Engagement Associate, San Francisco Ballet

Libby_LefflerLibby Leffler 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 for using Facebook Pages and give several examples of organizations that are using Facebook and its Open Graph technology in creative and innovative ways. She will be joined by Carly Severn, who will provide insight into the San Francisco Ballet’s innovative use of Facebook.

Libby Leffler is a Strategic Partner Manager focusing on community partnerships and programs at Facebook. In this role, Libby works with the public figures, non-profits, cultural institutions and media organizations that partner with Facebook around high-impact integrations. From 2009-2012, Libby was the Business Lead to Facebook's Chief Operating Officer, Sheryl Sandberg. Libby joined Facebook in 2008 as a member of the Inside Sales team, working with marketers in the retail and consumer products segments. Libby is a cum laude graduate of the University of California at Berkeley and was a UC Berkeley Alumni Leadership Scholar from 2002-2006. In fall 2013, Libby will begin her studies as a full-time MBA candidate at Harvard Business School.

YouTube and Google+

Ramya Raghavan, Head of Causes & Politics, Google+; formerly Nonprofit Program Manager, YouTube

Ramya_RaghavanRamya Raghavan will give an overview of YouTube for Nonprofits, spending time on the special features and tools that nonprofits and other social mission organizations can use for engaging the community, fundraising, live-streaming and driving action from video. In addition, the session will explore case studies of nonprofits that are using video in exciting ways to forward their organizations’ goals.

Ramya Raghavan manages the YouTube Nonprofit Program, which was launched at the Clinton Global Initiative in the fall of 2007 and accounts for over 4.6 billion views on YouTube. The program offers premium YouTube capabilities like live-streaming, donation buttons and video overlays to qualified organizations. Ramya has spoken about how nonprofits can leverage online video at past events like SXSW, Independent Sector, and NTEN's Nonprofit Technology Conference. Prior to joining YouTube, she organized video campaigns for Campus Progress, a DC-based nonprofit organization, and worked for Advocates for Children of New York.


Jim Prosser, Senior Communications Manager, Twitter

Joined by Shauna Carey, Marketing and Communications Associate, Room to Read
Breanna DiGiammarino, Education Vertical Director, Indiegogo

Jim ProsserJim will moderate a discussion with several nonprofits that are using Twitter in innovative and effective ways. The discussion will encompass Twitter best practices, how Twitter can fit into an organization’s social media strategy, and what  the nonprofits have learned from their extensive use of Twitter.

Jim is responsible for corporate and revenue communications at Twitter, including its advertising products, public policy, and legal affairs. Prior to joining Twitter in September 2012, Jim was a communications manager at Google, where he managed a portfolio of issues including the company's search advertising business, corporate finance and earnings, and intellectual property matters. Before Twitter, he ran media relations and social media strategy at Direct Relief International, one of America's largest international health NGOs with partners in over 70 countries, from its headquarters in Santa Barbara, CA, and had a hand in a variety of national and local political campaigns and public affairs initiatives. Jim earned a BA in Government with a minor in History from the University of Virginia. He lives in Palo Alto, where he fervently attends all Stanford football games. Find him on Twitter: @jimprosser.

Social Media Strategy

Marcia Stepanek, journalist, new media strategist, and author  View Marcia's morning strategy presentation here.

Marcia Stepanek's presentation will provide participants a robust framework for developing a social media strategy for their nonprofit or social mission organization, one that fits with the organization's mission. Specific steps will include identifying and analyzing goals, defining the audience, assessing tool options, and deciding which channels are right. Marcia will share a wealth of examples from other nonprofits, and participants will work in groups on their own organization's social media strategy.

Marcia Stepanek is a journalist, new media strategist, and author of the forthcoming book, “Swarms: The Rise of the Digital Anti-Establishment”; her work has appeared in The New York Times, the Huffington Post, Contribute, and the Stanford Social Innovation Review. A former Knight Fellow at Stanford, Stepanek teaches social media strategy at New York University and curates an annual speaker series on disruptive innovation in the advocacy sector. She blogs regularly about technology at and lectures internationally on the influence of the Internet on social systems.

Short Films, Big Impact: Advancing your mission by producing bite-size, poignant, inspiring video content

Natasha Deganello Giraudie, CEO, Micro-Documentaries

In parallel to your day job as a social and environmental innovator, you are being called upon to step into the role of “publisher”—a publisher of regular content, like short films, that speak to your supporters in a way that they care deeply about, that will entice them to watch everything you publish, and that will invite them to become a part of your envisioned future.  Learn how to use short films as a powerful way to captivate your audience and increase your influence on their actions. Walk away with a good understanding of how you can regularly produce short films of cinematic quality for your audience that are authentic, affordable and actionable.

Natasha Deganello Giraudie is the CEO of Micro-Documentaries, a company that makes 1-2 minute documentary style films to help purposeful businesses and nonprofits move their missions forward. They work with a broad range of social and environmental innovators, including the Clinton Global Initiative, eBay's Social Innovation team, Packard Foundation, and Environmental Defense Fund, creating personal and powerful stories and original content about their work, their impact and the future they envision.  She started her career in Venezuela, where she was raised, on the Expedicion team filming adventure and nature documentaries distributed through the Discovery Channel. She continued her documentary work in Nepal through a Kennedy Fellowship from the Stanford Haas Center for Public Service and in Bhutan, on behalf of Naropa University. Micro-Documentaries is made up of a virtual network of talented documentary filmmakers from around the world with a small hub around Sausalito, California. Their virtual model and documentary-style approach to films make Micro-Documentaries’ production costs some of the lowest in the business.

Social Circle
Seven hot social media platforms, tools, and sites will show what they can do to support nonprofits. This fun and quick-paced session will provide attendees with ideas to expand beyond Facebook, Twitter, LinkedIn, YouTube, and Google+. Participants will also be available to speak with attendees. Presenters include:

• Yan Budman, director of marketing, Indiegogo
• Kate Stayman-London,
• Perla Ni, founder and CEO, GreatNonprofits  Download Perla's presentation slides.
• Matt Mahan, president & CEO, Causes
• Dave Boyce, CEO, Fundly  View a video of Dave's presentation.
• Mathew Morgan, president, ShoutAbout
• Sandra Morris, CEO, CafeGive



Attendees chat during the conference.

One of the attendees in the midst of conversation with another attendee.


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


Tides is a nonprofit organization that works at the heart of today's most critical issues, supporting grantees and programs that are core to our country’s nonprofit infrastructure and social service delivery. It works in partnership with people whose work confronts issues like global warming, AIDS treatment and prevention, and economic disparity. Bringing together people, resources, and innovation, Tides is a convener and connector for those in our community and beyond.

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.

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.