BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit http://gaspedal.com/blogwell/ In his BlogWell New York case study presentation, "Using social Media to Break Down Walls," Senior Communications Officer Larry Blumenthal describes how to engage and empower customers, provide a strong customer experience, reinforce brand, and respond to conversations about your products... the uses for social media in the for-profit world are fairly clear. In the world of nonprofits, social media often takes a different tack, focusing more on building bridges between an organization and others who are passionate about the same issues. Learn how one of the biggest and best, the Robert Wood Johnson Foundation, is using blogs, forums, Twitter, YouTube, and other social media to build partnerships and generate fresh ideas. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

1. How Big Companies Use Social Media
New York City | April 29, 2009
Larry Blumenthal
Robert Wood Johnson Foundation
“Using Social Media to Break Down Walls”

2. Breaking Down Walls:
Using Social Media to Build Partnerships and
Generate Fresh Ideas
Larry Blumenthal
Robert Wood Johnson Foundation
April 28, 2009

5. Founded:
1972
Based:
Princeton ,N.J.
2008 Grants:
$523 million
Research:
Second Largest
Funder of Research
Contributions:
• 911 System
• End-of-Life Care
• Tobacco Cessation
Hobbies:
Square Dancing,
Inventing New
Pudding Flavors

6. What We Do
• Give Ideas Wings
• Build Partnerships
• Help Set Agenda
• Share Knowledge
Library of Congress, Prints & Photographs Division, LC-B2- 2542-5

7. Launched:
August 2006
Goal:
Generate conversation,
feedback and
new ideas to pursue

8. Launched:
April 2009
Goal:
Join the
conversation
on health
reform, provide
perspective
and context

9. Launched:
December 2008
Audience:
Over 650 followers
Goal:
Connect with others
who can make a
difference on our
issues

10. Launched:
December 2008
Goal:
Tap into the
wisdom of the
crowd

11. Launched:
April 2009
Goal:
Share our story

12. Launched:
Earlier this
year
Goal:
Pilot new ways
of generating
ideas from field
Results:
285 entries
from 21
countries
History:
Five
competitions
so far

13. Projected Launch
Date:
June 2009
Goal:
Pilot new way of
Interacting with field,
generating ideas

14. Lessons Learned
• Strategy is helpful
• Baby steps are OK
• Start conversations
• Create connections
The New York Public Library. New York Public Library Archives.
• Harder than it looks
• A different lens

15. Discussion
Library of Congress, Prints & Photographs Division, LC-USF35-367
Larry Blumenthal
Robert Wood Johnson Foundation
www.rwjf.org
lblumenthal@rwjf.org

16. How Big Companies Use Social Media
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