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 16 th 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 Googles 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 services value
has ballooned. As of May of this year, YouTube was valued at $80 billion, leaving
eBay, Yahoo, and Starbucks in its dust.

Googles search engine dominance is also Wojcickis handiwork: shes

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 theyre 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 dont 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 wouldnt 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 dont 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 theres
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 Youtubes
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 theres 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 doesnt 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 thats 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 wouldnt 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 dont 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 theres 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 Youtubes
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 16 th 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 dont 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 couldnt 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 dont 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 dont
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
didnt 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-recreating-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