Voices of Influence: Original and Guest Blog Posts from Around the World

These blogs provide insight into the latest issues, challenges, advances and debate around CSR and sustainability. Original and guest blog posts highlight differing perspectives and context.

3BL Blog

Will there always be a need for a “Center of Excellence”?

By Beth Bengtson

Centers of Excellence are known by many names: Digital Centers of Excellence, Multi-Channel Marketing, Innovation Centers. Regardless of what they’re called, their goal is always the same: to ensure the organization is embracing the latest innovations in technology and communications. I’ve spent more than 15 years working in the healthcare and pharmaceutical marketing communications field as part of e-marketing teams that became digital teams that became multi-channel teams, and I believe there will always be a need for these internal groups. Each of these teams...

Shared Value: Business Opportunity

DAVID CONNOR 

Michael Porter knows his stuff. He’s a professor at Harvard and widely respected author on strategic thinking in business, especially of multiple books with ‘Competitive’ in the title.  More importantly though is his attention to the less traditional side of competitive business, my side, the good side.

The capitalist system is under siege.

One ongoing focus of this attention has been his interrogation of the world of CSR. A couple of years...

Why CSR Budgets are Wasted ... and what to do about it.

Most CSR Budgets are wasted. That’s right, I make my living from CSR, and I think that organisations are pouring money down the drain when it comes to CSR.

In case it isn’t already obvious, I’m going with a poker analogy on this one. Apologies in advance – the analogy is going to get stretched quite thin.

CSR Budgets – The Hole

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What About Google's New SEO Rules?

By Karen Ammann and Doug Fulton

If the Internet is a “series of tubes,” how do you push ahead of a clog? Search Engine Optimization.

Google recently announced significant changes to their search engine optimization, cutely named Penguin 2.0, aiming to make search results more accurate and dissuade use of what is often termed “black hat” SEO techniques. There are many aspects to this announcement that target press releases.

Most significantly, press releases are now categorized as paid advertisements. Google will not increase the PageRank for any URLs that are...

TIME TO GET BACK TO BASICS: TRADITIONAL DIGITAL 1O1

By Beth Bengtson

Marketers are so wrapped up in their Web 2.0 strategies – those ‘shiny new objects’ like social media and mobile – that they often overlook the value of their traditional digital marketing tactics. Yes, that’s “traditional” digital, defined as tactics like search, display ads, websites, and email.

These elements are the core tactics in your marketing and communications arsenal, critical for driving your message and measuring success for online and offline initiatives alike.

But when was the last time you stepped back to see how well your team is...

Boldness: The Key Lesson From the Pioneers of Sustainability

JAMES EPSTEIN-REEVES

Whether you refer to the field as sustainability, corporate social responsibility, or shared value, today social and environmental issues are more a part of everyday business than ever before.  We are now at a point where we can look back and celebrate the history of the field. And it’s in that spirit that I collaborated with Ellen Weinreb of the Weinreb Group to publish a report today where we identified six pioneers in two different categories of Chief Executive Officers and...

How Technology is Driving Communication in Pharma

By Zoe Dunn

This just in: another example of a Pharma company trying to use social media in a responsible way and being undermined by shifting technology – meta tags where you don’t expect them. You can read about it here.

We are learning, we are evolving, and we are trying to stay a step ahead of technology that is changing at a pace few can keep up with – especially if it is not the focus of your job, like many...

Burgers and Brews Set the Standard for Sustainability/CSR Employee Engagement in the Heartland

Introduction to the Workforce for Good blog series

What do burgers and brews have in common, other than the basis for a tasty meal? They’re products, generated by Midwestern companies that are setting the standard for sustainability in the Heartland.  From a brewery that generates zero waste to a 90-year old manufacturer that donates generators to disaster victims, Fortune 500 companies such as McDonald’s, Miller-Coors and Briggs and Stratton are successfully engaging employees in their company’s commitment to not only taking care of the environment, but...

The Brand for a Transformation

We’ve blogged here about something called integrated reporting, which would merge financial reporting (which public corporations are already required to do) with sustainability reporting (which only some companies do).

What we’ve missed – until now – is the need to brand this transformation.

Integrated reporting is a transformation for a whole bunch of interrelated reasons. First, financial reporting is mandatory and highly...

Dragons Den Winner Inspired to Launch CRM Partnership With CLIC Sargent by Eight Year Old with Cancer

ETHICAL GOODS 

Content&Calm, the award-winning children’s travel product brand has announced a three-year partnership with CLIC Sargent, the UK’s leading cancer charity for children and young people in an innovative cause-related marketing partnership masterminded by Ethical Goods.

Solvej Biddle, CEO of Content&Calm, was inspired to choose CLIC Sargent from a selection of charities after meeting eight-year old Joseph Piggott, who won a competition run by Content&Calm in 2012 to...

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