1. CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility

2. Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

3. CSR Philosophy Mission: Organize the world’s information Culture of innovation: Don’t be evil Corporate leadership: Setting an example

4. Key Challenges ? What are the challenges facing technology companies? What are the challenges facing Google?

5. Key Issues Public Policy: Net neutrality Employer: Diversity Privacy: China Environment: Minimizing impact Ethical: Transparency

6. Highlights Employer -“Green” benefits -Organic, locally-grown food Philanthropy -Google.org -Google Grants Business Strategy -Corporate Environmental Programs -Product-specific

7. Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

8. Stakeholder Engagement Media Competitors SuppliersNGO’s Governments InvestorsEmployeesCustomers EnvironmentCommunities

9. 8 Components of a Newsworthy Change Timeliness Impact Prominence Proximity Conflict The Unusual Currency Story Media

10. Internal Communications Weekly TGIF Town halls Internal news Culture Innovation Employees

11. Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

12. Google’s Solar Panels Key elements: messaging, authenticity, timing, consumer appeal

13. Table of Contents CSR Overview CSR Communications Google Case Study Working at Google

14. My Job PR for advertising products CSR strategy and “green” initiatives

15. Working at Google Global Communications and Public Affairs Apply Online: http://www.google.com/support/jobs/bin/answer.py?answer=57961

16. Questions?