CSR as Innovation

Prepared by Diana Adair, MBA ’06March 14, 2007

Professor Kellie McElhaneyMBA 292: Strategic Corporate Social Responsibility

Table of Contents

• CSR Overview• CSR Communications• Google Case Study• Working at Google

CSR Philosophy

• Mission: Organize the world’s information

• Culture of innovation:Don’t be evil

• Corporate leadership:Setting an example

Key Challenges

?What are the challenges facing

technology companies?

What are the challenges facing Google?

Key Issues

• Public Policy:Net neutrality

• Employer:Diversity

• Privacy:China

• Environment:Minimizing impact

• Ethical:Transparency

Highlights

• Employer-“Green” benefits-Organic, locally-grown food

• Philanthropy-Google.org-Google Grants

• Business Strategy-Corporate Environmental Programs-Product-specific

Table of Contents

• CSR Overview• CSR Communications• Google Case Study• Working at Google

Stakeholder Engagement

Media

Competitors

Suppliers

NGO’sGovernments

Investors

Employees

Customers

Environment

Communities

8 Components of a Newsworthy

• Change• Timeliness• Impact• Prominence• Proximity• Conflict

• The Unusual• Currency

Story

Media

Internal Communications

• Weekly TGIF• Town halls• Internal news

• Culture• Innovation

Employees

Table of Contents

• CSR Overview• CSR Communications• Google Case Study• Working at Google

Google’s Solar Panels

• Key elements: messaging, authenticity, timing, consumer appeal

Table of Contents

• CSR Overview• CSR Communications• Google Case Study• Working at Google

My Job

• PR for advertising products• CSR strategy and “green” initiatives

Working at Google

Global Communications and Public Affairs

Apply Online:http://www.google.com/support/jobs/bin/answer.py?answer=57961

Questions?