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”

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

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

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

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

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

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

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

Launched:
April 2009
Goal:
Share our story

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

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

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

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

How Big Companies Use Social Media
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