csr as innovation prepared by diana adair, mba ’06 march 14, 2007 professor kellie mcelhaney mba...

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?