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An Analysis and Presentation byAlexandra Sirotovich | KC Murphy | Michelle Rico | Toni-

Lynn Robbins.

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Summary of Case

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Charlie’s story

Case Background

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-Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies

-Premise -- understands exactly what you mean & gives you exactly what you want

-Leader in the market -- 53 percent market share

-April 2007 -- purchase of Internet marketing firm, DoubleClick, announced

-July 2007 -- Google announces it will be improving user privacy, but ignored “logging cookies,” which allow people using your

computer to have access to your private information (e.g. Charlie’s Story)

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Background--CookiesQuickTime™ and a decompressorare needed to see this picture.

-Cookie -- a small text file containing a string of characters that is sent to a user’s computer when he or she visits a website

-Types of Cookies -- Session Cookie Persistent Cookie

Preference Cookie -- aka First Party Cookie Third-Party Cookie

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Background--Advertising

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-Use of cookies in Google Advertising

-DoubleClick aquired in March 2008

-Google does not associate “sensitive interest categories” (race, religion, sexual orientation, or sensitive financial info) with the DoubleClick cookie

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Background--DoubleClick

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DoubleClick’s services are based on a user’s online activity & perceived interests -- these serve as a basis to provide subsequent, relevant ads after the user leaves a particular advertiser’s website

These services include --

-Frequency Capping -- prevents repetitive advertisements

-Spam Filtration -- identifies invalid clicks, improving consumer experience and protectin advertisers from imposters

-View-Through Conversions -- provides insight to advertisers into how many people that were exposed to an ad didn’t click but subsequently visited the advertiser’s website

Google does not associate “sensitive interest categories” (race, religion, sexual orientation, or sensitive financial info) with the DoubleClick cookie

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SWOT Analysis--Strengths

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-Google has 53% Internet search market share

-Extensive product offerings

-PageRank -- Google’s search algorithm

-Lives its mission -- organize data

-Brand recognition -- “to Google”

-Minimalist design approach

-No pay for placement in search results

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SWOT Analysis--Weaknesses

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-Reputation about Internet privacy settings

-Cookie expiration -- public perception

-Perceived lack of transparency-- --unrecognizable management team

-Consumer education about products

-Skepticism around purchase of DoubleClick

-Reputation for being “creepy”

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SWOT Analysis--Opportunities

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-Strengthen brand by building consumer trust

-Revise use of cookies ---Differentiate cookie differences to consumers

-Live its informal motto -- “Don’t Be Evil”

-Build brand transparency

-Educate consumers about privacy settings

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SWOT Analysis--ThreatsQuickTime™ and a decompressorare needed to see this picture.

-Pressure to monetize every relationship

-Potential to lose revenue ----by educating consumers & increasing transparency

-Additional reputation damage ----consumers may learn about privacy settings from 3rd party services

-Lost market share due to upset consumers----advertisers stop using Google --huge loss in revenue

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Problem StatementQuickTime™ and a decompressorare needed to see this picture.

Google Inc., a leader in Internet search, has recently been the target of criticism regarding how information is gathered through cookies.

Google’s challenge is to strike a balance between consumer comfort/satisfaction and company

profits

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GoalQuickTime™ and a decompressorare needed to see this picture.

Regain and Retain consumer trust in, and satisfaction with, Google’s innovative

organization of information

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ObjectiveQuickTime™ and a decompressorare needed to see this picture.

Provide consumers with a service that they feel comfortable with by educating them about Google’s mission and its use of cookies. If

successful, consumer privacy complaints should decrease by 15 percent

-Other Success Measurements --

-- 10% decrease in negative trade press coverage

-- 35% user [those who visit Google more than twice] participation in consumer privacy feedback survey

-- Maintain current advertisers & increase advertiser retainment by 5%

-- Maintain amount of users who choose not to opt out of the use of cookies to enhance their Google experience

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AudiencesQuickTime™ and a decompressorare needed to see this picture.

-Consumers / Users

-Employees

-Shareholders

-Advertisers

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Communications Strategy

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Reframe cookies by educating consumers about Google’s organization and use of information,

effectively reinforcing Google’s mission by positioning the company as an innovator of

information technology

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Tactics--Users / Consumers

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-Inform / Educate -E-mail to Gmail users |-Launch online chat to field privacy inquiries

-Launch of ‘Privacy Day’-Google design on homepage |-Launch of initiative to better target consumer ads

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Tactics--EmployeesQuickTime™ and a decompressorare needed to see this picture.

-Employee Campaign Launch -- -CEO address | -CEO challenge to Googlers

-Employee Education ---Seminars | -Small work groups | -Advertising reps

-Privacy Day Competition -Use daily creativity time to tackle CEO challenge |-Leverage Google’s internal communications tools

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Tactics--ShareholdersQuickTime™ and a decompressorare needed to see this picture.

-E-mail Campaign ---E-mail from CEO explaining transparency campaign and the goal of regaining and retaining consumer trust -Sent with quarterly stock performance report |-Link to password-protected internal page with company financial information & white paper explaining cookies & Internet advertising

--Reinforce that this will not affect revenue |

--Reinforce the goal of enhancing user experience (fewer irrelevant ads) and advertiser experience (more engaged audience)

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Tactics--AdvertisersQuickTime™ and a decompressorare needed to see this picture.

-Mass Communication: Setting the Industry Standard --

--Electronic news releases sent to targeted publications explaining campaign

-Education ----Have Google account representatives reach out individually to each advertising account |

-Emphasize that policies will not change

-Set each account up with educational aides

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Creatives

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Creatives

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In Conclusion--

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Q&AQuickTime™ and a decompressorare needed to see this picture.