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
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
- What Your Conference Fee Also Includes
- Conference Facilities and Location
- Rates and Registration
- Contact Information
Wednesday, January 30, at the Frances C. Arrillaga Alumni Center, Stanford University campus:
|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||Libby Leffler|
|10:15 - 10:30am||Break||--|
|10:30am - 11:15pm||Jim Prosser|
|11:15am - 12:15pm||Social Circle||Various|
|12:15 - 1:30pm||Lunch & Social Circle Tables||--|
|1:30 - 2:00pm||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||--|
Meg Garlinghouse, Head of Social Impact, LinkedIn View Meg's presentation here.
Joined by Amanda Lenaghan, Deputy Director, Bay Area Taproot
Meg 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 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 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
And Breanna DiGiammarino, Education Vertical Director, Indiegogo
Jim 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 Causeglobal.com 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.
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, Change.org
• 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
- A full day of sessions and networking in a beautiful conference center
Delicious, primarily organic and locally grown food:
- Breakfast buffet
- Box lunch
- "Social Blender" networking reception
- A list of conference attendees with contact information
- A post-conference website for additional resources, photos, and podcasts
- Free internet service at conference center and access to business center
- Free shuttle from the Sheraton Palo Alto hotel to the conference location
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. Arrillada Alumni Center, including public transportation, directions, and parking, is available here.
Discounted parking is available for attendees of the conference—find the details and instructions 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.
Sheraton Palo Alto
A small room block has been reserved for attendees at the Sheraton Palo Alto for the nights of January 29 - 30. Any single or double room available in the hotel can be reserved at the rate of $249 per night. To reserve a room, visit the room block reservation website or call the Sheraton reservation line at (800) 325-3535 and mention the "Social Media on Purpose Conference."
Note: The room block reservation deadline has been extended! Rooms must be reserved by Wednesday, January 16, to obtain the $249 rate. The room block could sell out before January 16 so reserve your room today!
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 to campus.
You can also view a list of other nearby lodging with a variety of price ranges. We do not have room blocks at these locations.
The conference is SOLD OUT!
Early Bird Rate: $395 (effective through January 11, 2013)
Regular Rate: $475 (effective January 12 - 25)
Group Discount: Register at least two additional colleagues from your organization when you register yourself and you each receive a 25% discount! Before registering your group, contact Carrie Pogorelc for specifics at firstname.lastname@example.org or call (650) 724-3309.
Important Registration Dates
December 4, 2012: Registration opens
January 11, 2013: Early Bird rate deadline
January 12: Regular rate begins
January 23: Deadline to request refund with cancelation
January 25: Last day to register online
Cancellation policy: A refund charge of twenty percent of the registration fee will be assessed for any cancellations received by January 23, 2013. Effective January 24, 2013, there will be no refunds for cancellation. A registration fee for the program may be transferred to another person one time with no penalty. Refund requests must be submitted in writing and will not be processed until after the event. To speak to an SSIR representative about your cancellation, please contact Carrie Pogorelc at (650) 724-3309 or via email at email@example.com.
Stanford Social Innovation Review and Tides are 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 the SSIR and Tides permission for recording and use of images.
If you have questions about registration, the program, or logistics:
Stanford Social Innovation Review
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. www.tides.org
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. www.ssireview.org
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. pacscenter.stanford.edu