BACHELOR OF MASS COMMUNICATION (HONS) (PUBLIC RELATIONS)

PROGRAMME MC222 (e-PJJ)

LEADERSHIP PORTFOLIO

Susan Diane Wojcicki, a CEO of YouTube

By:

Idham Firdaus Bin Alias 2011601458

Mohamad Fuad Bin Rozali 2011284014

Azuati Binti Mahmud 2011435856

Nik Mazielia Idura Bt. Nik Mohamed 2011283768

Submitted to:

Dr. Zulkifli Bin Abd. Latiff

Background

Susan Diane Wojcicki was born on July 1968 she is basically an American Technology Executive. She

is currently the CEO of Youtube. Wokcicki was married to Dennies Troper on August 23,1998 In

Belmont , California and they have five children. In her early life and education she is the daughter of

Esther Wojcicki, her father was an educator of Russian Jewish Decent. She has 2 sister which is Janet

Wojcicki and Anne Wojcicki founder of 23 and me. basically she grew up on the Stanford campus

and attend to Gunn High School in Palo Alto , California and she wrote for the high school news

paper.After she graduate in high school she further her studies at Havard University in literature and

graduated with honours in 1990. She also received her Masters of Science in economics from the

university of California ,Santa Cruz in 1993 and a masters in Business Administration from the UCLA

Ander School of Management in 1998.

She used to work with Google and develop a lot of things in google such as google image and

google reader, she was the 16th employee and they started to work in her garage for its first few

month. And decided to move out from it and start serious on developing the technologies in

google. Wojcicki spearheaded Google’s Youtube purchase. At the time, she was in charge of Google

Video and YouTube was her most promising competitor. Since Google acquired YouTube in 2006,

the once-small online video service’s value has ballooned. As of May of this year, YouTube was

valued at $80 billion, leaving eBay, Yahoo, and Starbucks in its dust.

Google’s search engine dominance is also Wojcicki’s handiwork: she’s responsible for originally

marketing their search engine services, which she did with a budget of exactly zero dollars. How did

she do it? She started by partnering with universities and having them include a Google search bar

in their websites--and everything grew from there.

Susan Wojcicki Invention

Her creation and invention is word ads and Google image and have been known as the most

important person in advertising, she was in charge in advertising and all the ads will be

accompanying every google search. Every year Susan rakes tens of billion in ads. Susan Team also

have TrueView on youtube that allows the users if they’re choosing to see and ad. That is

something that Susan team has learned from speaking to users. Susan team also try to serve ads

really useful and relevant. Advertising is what makes the internet free. Whatever susan know she

will try to expose , susan also create that if the public go to the ads preference manager , the

public can see what google know. Susan also allow her user to opt out of any part that they don’t

want to participate in . (Braw, 2013)

Either than that Susan take leads on pursuing the youth talent by using youtube as their main

channel to expose their talents to the public. By giving this opportunities to the youth youtube earn

more from the music agencies by becoming their first source to search the talents from youtube .

Youtube also is in the early stage of exploring new subscription services, YouTube CEO Susan Told

in the Interview to Peter Kafka and Liz Gannes at Code Mobile Conference in the year of 2014. In

the interviews She wouldn’t offer specified but suggested on option could be an ad-free service.

Youtube now is a ad-supported for the company to sells their product but it also allow the user to

exit from the ads because the main reason why they are on youtube is to do their own thing rather

than seeing the ads on youtube “ I don’t want to see the ads, or I want to have a different

experience.” Said Susah Wojcicki said in an onstage interview. Susan also compare the plan to apps

where the public can either choose ads or pay a fee which is an interesting model it is somehow

susan gives her user the opportunities options.In the 2013, YouTube let the public content owners

sells subscriptions to their stuff. Which means if there’s an individual who register and create an

account on youtube and they have tons of followers they will earn money from there because the

individual gives a lot of rates to the youtube. Susan also said that she is interested with pursuing

other subscription models as well. Susan took over youtube last February 2012 have discussed

variety of topic during the interview such as including Youtube’s relationship with parent company

which is google. Susan Efforts to keep its content creators happy and how youtube is adapting to its

growing mobile-user base. (Goode, 2014)

Susan Wojcicki Personal Traits

The reason why Susan Wojcicki is adventurous and imaginative is because she can think further and

think of the future for the youth and for the glob by create things and build products that are used

by people from all over the globe. Such as for the big company to advertise their product to the

public.

Susan is the first female who works with google and as we all know that working in a technology

company is a big task for a woman who can manage her personal life and career and to build things

from non-exist to exist.

The reason why Susan Wojcicki is capable and optimistic is because she was the first woman who

made her way in google company, as mention before being in a technology field is a heavy task for

and individual to carry especially for woman. Susan Wojcicki have tried to be a leader and how she

manage her personal life and perform her career in the Google Company.

When she delivers the second baby people expect her quit from working in google. But she finally

showed to people that she can become one of those successful person who works in Technologies

field. She also capable and managed to rakes 10 billion per year from google word ads.

Susan Wojcicki is intelligent because she was in charge to market the company but during that time

the google have no budget to market the company, as the solution Susan Wojcicki make a quick

decision to embed google search with all the university website, by the action that have been taken

it will gives both parties benefits. By those action Susan Wojcicki can be seen as an intelligent as a

leader. (Swift, 2011)

Susan Wojcicki Leadership style

We can see that Susan Wojcicki as a person who knows what she wanted to produce and knows

what the market want. For her to be a leader we must know what we want at make it as our

motivation to keep our self motivated.

We can also see that she is a leader who have a lot of great ideas on how to develop more for the

companies, we also can see that she always assemble her team mates to bring that concept to life is

the best concept for step in creating a successful technologies venture.

We can also see that there’s a honesty in her leadership when she is responsible for a team of

people , it is important for her to raise the bar even higher, The employer and its employees are a

reflection of herself , by being honest her teammates will follow the suit.

She also have the ability to delegate by making her vision clarified because for her if she doesn’t

learn to clarified the vision she will never learn on how to trust her team mate and her team will

never get the opportunities to step a head to the next stage. It is important to trust her teammate

with her idea is a sign of strength.

The most obvious in her leadership style is how she communicates with her teammates. By knowing

what she wants to accomplish may seem clear in her teammate head. She also have the ability to

clearly and succinctly describes what she want and never let her team mate left behind. She will

always give them input and learn to be considerate about her team mate.

Either than that she gives full commitment when it comes to project. By leading her team with giid

examples and clarification of what she wants and gives a good motivation for her team to work hard

and she basically lead a team who support each other.

Susan Wojcicki Achievements

Susan Wojcicki has been nominated as the most important person in advertising, she gaves a lot of

opportunities to other companies to sell their product by advertise their organisation on google.

Beside that’s by being the person who in charge for advertising and rake 10 billion per year for the

achievement.

Susan wojcicki have made her way to . In the interviews She wouldn’t offer specified but suggested

on option could be an ad-free service. Youtube now is a ad-supported for the company to sells their

product but it also allow the user to exit from the ads because the main reason why they are on

youtube is to do their own thing rather than seeing the ads on youtube “ I don’t want to see the ads,

or I want to have a different experience.” Said Susah Wojcicki said in an onstage interview. Susan

also compare the plan to apps where the public can either choose ads or pay a fee which is an

interesting model it is somehow susan gives her user the opportunities options.In the 2013, YouTube

let the public content owners sells subscriptions to their stuff. Which means if there’s an individual

who register and create an account on youtube and they have tons of followers they will earn

money from there because the individual gives a lot of rates to the youtube. Susan also said that she

is interested with pursuing other subscription models as well. Susan took over youtube last February

2012 have discussed variety of topic during the interview such as including Youtube’s relationship

with parent company which is google. Susan Efforts to keep its content creators happy and how

youtube is adapting to its growing mobile-user base. (Goode, 2014)

She is the first woman who works in google who are the 16th employee and work as the first

Marketing manager in google in the year of 1999, in Google she managed to worked on the initial

viral marketing programs as well as the first google doodles . Susan wojcicki also took part in google

book and also google image Susan grew within google to become senor vice president of Advertising

and commerce which lead her to contribute to produce AdWords, AdSense , Doubleclick and Google

Analytics.She also oversaw for Google video and finally to work on youtube by putting it under

google and after over the years she took the lead in Youtube on February 2012. (Goode, 2014)

Struggle Face

In the years of becoming a successful person especially being in a Technology Fields Susan Wojcicki

face a lot of obstacles, as we all know that she use to work with google from the beginning of their

era. By working in her garage as their office and finally decided to move out from the garage and

become the first woman who work with google as the marketing manager.

She was in charge to market the company and don’t any budget to advertise their company on other

website, so she make a quick decision to embed the google quick search in all universities website

from there she managed to market the organisation. (Goode, 2014)

By being leader ,wife and a mother to five, people criticize on how she manage her personal time

and expect her to quit when she delivers her second baby. But she proves to the publics that she

manage to become a leader even though she has another responsibilities at her house.

Susan Also faced a difficult circumstance when she was in charge in google videos, during that time

youtube already been established and most of the people use youtube as their main sources and

their entertain channel to surf a lot of videos at the youtube website, as the solution Susan have to

be realistic that she couldn’t fight the other competitor and decided to buy the company and put

youtube under google.

What did I learn from Susan Wojcicki to be a leader of my self. First, she is an inspiring person who

motivates people by the action that she took in her 25 years of experience of becoming one of top

30 powerful woman. I can see that Susan Wojcicki is a person who is not easily to give up and she

will continue to build up her career with passion.

She also proves to all the people that woman has the same equality just like man , they can be one

of the success person in the future and she also shows that time management is important in order

to achieves goals in life.

Besides that, Susan Wajcicki is person who knows what she wants to create for the public needs, by

being a person who knows what we want in life it is some how help people to learn that mind set is

also is a major point in being success.

Next, she is a person who can see the future and have faith in what she do, When she was first join

google , it was a small company which don’t have anything. But she was there to give her all out and

become a person who still stick around with her colleagues until the organisation it self become one

of the world biggest sources for it user.

She also teach us if we wanted to learn to be passion and motivated choose to follow from small

organisation and from there we will learn to be passion and motivate our self to become a leader

and also entrepreneur. Because I learn that if we follow the big organisation we will learn on how to

process.

I also learn that communication is important as a leader that working with teammates and never left

other teammate left behind and we must always support each other by make thing clarified with the

vision of what we want to create and give to the publics. Either than that I also learn on have a faith

in your teammates because as a leader we always can say what we want but the one that do the

process it our teammates , Susan Wajcicki is a person who always considerate about her teammate

and become an understanding person.

Susan Wajcicki Gives the oppurtunities to the people who have talents and speciality by making an

account and when people subscribe their channel and reach certain viewers Youtube will pay them,

by meaning that Susan Wajcicki offers benefits to both parties where the company and the publics

earn benefits.

She also teach to become a realistic person who knows that she cant beat her competitors and for

the solution she teach us on rather than fight why don’t invest towards the competitor and make

them work under our leads.

Susan also showed that woman can be what ever they want especially in tech field, sometimes it is

not about being influenced by others but having faith in self and the ability of doing and enrol in

what ever we wanted to do.

In order to become success we need to work fast and move fast because time is the most Important

things when it comes to following the plans and things . As a leader we need to take the risk by

thinking fast even if its going to risk the organisation.

Susan Wojcicki somehow ask us to take all the opportunities that we have even though it is risky ,

confuse ,messy and hard to recognise. But once we grab the opportunities we would never know

what it would grant us in the future.

Next, Knowledge is the biggest access towards the public so as a leader we need to offers the public

to gain this knowledge for free where it is not about the organisation. But it is the important of the

knowledge it self towards the public use. As a leader it is not illegal for us to share any kind of

knowledge and information to the publics.

People need to believe in themselves in order to success People become really quite remarkable

when they start to think that they can do things, when there is believes in themselves and they

apparently have the first secret of success.

By being passionate we will basically learn how to be desire and from following the passion we will

never know what we will create for the organisation and didn’t even expect the achievement to

happened .

Even though Susan is now a success person and one of the most powerful woman in the world, she

will never stop creating something and make it become a phenomena to the users, somehow she

trying to say that never stop even we are at the most comfortable zone because we will never know

what life has plan to us and we will never know what kind of difficulties that we might face in the

future when stop our passion , creativity and motivation.

As a leader we also need to be creative and make a thing to things that would give a lot of benefits

to us. And we need to be imaginative that enable us to think about the future, what it will need so

that as a leader we can produce that the new generations need because most of the youngster now

are advanced with internet and smartphones, even students need to use google and youtube as

their assignment sourcers. From their we can learn how to be adventurous and imaginative.

Susan Wojcicki also show that when the products is not enough there will always a way to finish it by

giving full commitment when we do something in order to accomplish whatever we do in life. By

being commitment in the task we do we will finally learn on how to solve the obstacles .

Susan Also teach us to become brave a capable in what ever we do and try to move forward and not

listens to people who will underestimate you and show to people that we are what we wanted to

be.

Next we can see that if we wanted to be motivated as a leader we need to motivate people first ,

Susan Wojcicki is a person who always motivates her self and always inspired people with her

achievement and how she presents her self to the public.

Susan Wojcicki shows us that we need to be like others especially when it comes to career she

believes that even though we are woman we always can be treated the same as guy because not all

woman is emotional and affected by the circumstance that she faced in her life.

Susan wojcicki also tries to deliver the message of being a leader is a choice if we wanted to be one,

we need to act like one , be like one and practice it like one. We always need to learn something new

in life in order to be a leader.

Being considerate as a leader is one of the powerful tools too, we will be working as a team and as a

leader we need to understand and hear about others opinion too, by meaning that gives and is an

important tools for accomplish the task given.

As a leader we also need to communicate with external public in order to understand what they

want and for the sake of taking the products and services feedback , if it is negative as a leader we

will always need and take the action in order to improvise more on the product for it own goods in

the future.

We can also learn that As a leader we need to be straight to the point and gives accurate

informations to the publics so that they wont face the obstacles by facing false information and face

the public again, by being honest and straight to the point the public will know what kind of situation

that the organisation is facing right now.

Next, use market correctly by giving awareness about the company products and gives a true

information which is not false for the customer. Next, Susan also show that we need to learn on

understand the needs of the customers by doing surveys and every kind of tools to give the

awareness to communicate with it publics.

As a leader we also have to show that we care to the society that facing a lot of Obstacles in life by

offering and give them a opportunities to lives a good life . A good leader will have a good intention

of performing and having a good CSR regarding the organisation.

Lastly, a leader is an example for an organisation and also for the people who work in one office with

us , to be a leader takes a lot of moves that we have to risk a lot of things. There for, we always need

to be brave and be enlighten by put some a lot of self motivation in life.

It is also take a guts to become a leader especially a woman who need to manage two different life

in their daily routine. A mom and also an successful woman in the world most biggest organisation.

References(n.d.).

Braw, E. (2013, November 20). touch.metro.se. Retrieved from metro: http://touch.metro.se/nyheter/google-s-ad-boss-susan-wojcicki-we-re-creating-the-future/EVHmkt!CgPMxejBPSOBc/

Goode, L. (2014, october 27). recode.net. Retrieved from recode: http://recode.net/2014/10/27/susan-wojcicki-code-mobile-2014/

Swift, M. (2011, February 7). mercury news. Retrieved from San Lose Mercury news: http://www.mercurynews.com/ci_17286427