Convincing the media

a Tactical Media Announcement Strategy for google china

BUSI 296

Google conference

September, 2012

Team 2:

Kyle Bailey

Cory wynn

Shane Hoelscher

Convincing the media

a Tactical Media Announcement Strategy for google china

BUSI 296

Google conference

September, 2012

Team 2:

Kyle Bailey

Cory wynn

Shane Hoelscher

Roadmap

• Media Context

• Obstacles to Success

• What the media wants:

– Benefits to Chinese User

– Being present promotes internet freedom

– Donating to an anti-censorship NGO

• Moving Forward…

• Q & A

We have a mantra: 'Don't be evil', which is to do the best things we know how for our users, for our customers, for everyone. So

I think if we were known for that, it would be a wonderful thing.

-Larry Page, co-founder of Google

The prize is a world in which every human being starts life with the same access to information, the same opportunities to learnand the same power to communicate. I believe that is worth fighting for.

—Eric Schmidt, chief executive of Google

Obstacles

To

Success

Access to google products

Censorship in China

So What Do the Media Want?

Freedom

Efficiency

Trust

FREEDOMFOR Your USERS

The Status Quo

Clear Notification of censorship

Stronger Protection for e-mail and blogging services

Continued Access to google.com in Chinese

Google.cn provides:

EFFICIENCYOF YOUR PRODUCT

10%

90%

Availability of googleGoogle.com

Google News

95%

5%

50%50%

Google Images

Available

Unavailable

Increased speeds and improved access

Increased number of credible results

Decreased frustration

Google.cn provides:

TRUST

IN YOUR COMPANY

AND your VALUES

Silence is complicity. Speak now or surrender

your ground.

- Michelle Malkin, American political comentator and author

Support for Anti-Censorship & Human Rights

The Global InternetFreedom Consortium

Amnesty International

The Global Internet Freedom Consortium Mission Statement: Inform, connect, and empower the people in closed societies with information

on a free Internet.

Moving forward…

Isolated nations:

North Korea and Cuba

North Korea

Cuba

Engaged nations:

South korea and taiwan

South Korea Taiwan

Questions

&

Answers

Freedom

Trust Efficiency

GoogleChina