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Hanson Bridgett's Sustainable Business Forum

SOCAP Global August 9, 2010

hansonbridgett-logo2cropHanson Bridgett’s Sustainable Business Leadership Forum: Power of Social Technology for Good

Hanson Bridgett is hosting their Sustainable Business Leadership Forum on September 16, 2010 in San Francisco, CA. Learn more here.
Social media is a powerful storytelling platform — where stakeholder engagement is a given, and the only limitation is the word count. The same tools that galvanized rescue and rebuilding efforts in Haiti also helped fuel Pepsi’s project to crowdsource and fund ideas to “refresh” the world. This transformation was evident during the Mumbai terrorist attacks as microblogs informed new escape routes or in viewing Dove’s latest online video that set out to redefine beauty for women globally. Social media is a proven, powerful tool for branding and marketing, employee engagement, innovation, customer loyalty and fundraising. We’re just starting to see its potential to do much more.
Come to the Hanson Bridgett Sustainable Business Forum to hear experts from Yahoo!, Gap Inc. and the Haas School of Business discuss the challenges and opportunities associated with social media platforms, and engage with fellow attendees, including Hanson Bridgett attorneys, about how the legal landscape has evolved in response to these new mediums. Learn more about the event and registration by clicking here.
Panelists:
Kellie A. McElhaney, PhD
Consultant, Professor & Faculty Director at the Center for Responsible Business, Haas School of Business, University of California, Berkeley
Dr. McElhaney is the Alexander Faculty Fellow and the founding Faculty Director of the Center for Responsible Business at the Haas School of Business at the University of California, Berkeley. She launched this center in 2003, which has helped place corporate responsibility squarely as one of the core competencies and competitive advantages of the Haas School.  Her center has received global critical acclaim with The Financial Times rating Haas number one in the world in 2008. Professor McElhaney teaches courses on strategic corporate social responsibility (“CSR”) in all of the MBA degree programs at Haas. The courses include in-depth, experiential consulting engagements with companies on real-world, high-visibility, strategic CSR challenges, She also teaches extensive executive education in this area. Kellie was named a Faculty Pioneer by the Aspen Institute in 2005. Her research focus is in three areas: (1) analyzing and developing companies’ CSR strategy and its alignment with corporate strategy, business objectives, core competencies, and business value; (2) exploring the linkage between diversity and CSR, and using CSR as a hook to re-engage women with business as employees, consumers, and investors; (3) the business value and opportunities in branding, communication and CSR, on which she has written a book titled Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand.
Connie Chan, Manager, Yahoo! for Good
Connie Chan is Manager of Yahoo! for Good, the company’s Social Responsibility department. She is responsible for leading Yahoo!’s online cause marketing initiatives and managing social media for Yahoo! Green.
Since 2006, Connie has been managing programs that connect Yahoo!’s community of 600 million consumers to causes they care about, including increasing social engagement on Yahoo! via the ‘You In?’ Random Acts of Kindness program as well as launching and running Yahoo! Green’s vibrant social communities on Facebook and Twitter. Connie also oversees the Yahoo! Employee Foundation, a grassroots philanthropic organization that has empowered Yahoo! employees to give away over $11 million to local nonprofit organizations. Prior to joining Yahoo!, Connie worked at Jumpstart for Young Children and SCORE! Educational Centers.
Connie received her Master’s in education from Stanford University and her Bachelor’s in business administration from the University of Southern California.
Melissa Swanson Fifield
Director, Environmental Affairs & Brand Engagement, Gap Inc.

Melissa Swanson Fifield is director of Environmental Affairs & Brand Engagement for Gap Inc. In this role, Melissa is responsible for strengthening the company’s environmental sustainability programs and developing strategies to further integrate social responsibility and environmental objectives into the company’s Gap, Banana Republic, Old Navy, Piperlime and Athleta brands.
She has been with Gap Inc. for more than four years, previously leading communications efforts related to the company’s ethical sourcing and environmental sustainability initiatives, including the launch of the company’s 2005-2006 Social Responsibility Report, and the installation of a one megawatt solar array at Gap Inc.’s distribution center in Fresno, CA.

Prior to joining Gap Inc., Melissa served clients on a wide range of issues, including energy and the environment, international trade and financial services as part of the Public Affairs practice at Burson-Marsteller, a global communications firm. She also served as a legislative aide to U.S. Representative Lois Capps (D-CA) in both Santa Barbara and Washington, DC.

Melissa graduated from the University of California, Santa Barbara with a B.A. in Political Science and an emphasis in Public Service.
Moderated by Hanson Bridgett Attorney Leslie Keil.
Thursday, September 16th, 2010
5:30pm – 8:00pm

Hanson Bridgett LLP
425 Market Street, 26th Floor
San Francisco, California

Pre-registration is required.
Space is limited.
Cost: $45.00

Register here.

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