Carr on corporate blogs

Nicholas “IT doesn’t matter” Carr gives his seven tips for corporate blogging.

– Don’t do it. If you have no compelling business reason to get involved in the blogosphere, then don’t.

– Use blogs to advance your business interests.

– Stick to your goals.

– Choose your bloggers wisely.

– Assign blogging buddies.

– Be wary of allowing comments.

– Call in the lawyers.

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Tips for corporate blogging

Mark Kingdon has a set of good tips for corporate bloggers.

– Designate an editor.

– Don’t be too precious about it, but do have a purpose.

– Content is king.

– Develop a content engine.

– Have an editorial policy.

– Experiment, learn, and evolve.

– Make it a core part of your marketing strategy.

– Be patient and watch your audience grow.

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Top concerns about corporate blogging

Peppercom has done a survey on corporate blogs that says ghostwriting and commercialization are the most common mistakes corporations make when blogging.

The key findings show that:

– 72% of PR and marketing professionals cite the creation of artificial, overly promotional corporate blogs as the principal mistake that companies make when attempting to blog.
– In addition, 50% cite “obvious ghostwriting” as another significant blunder that they have witnessed with corporate blogs.
– 50% also cite companies that just “blog for blog’s sake” as a problem that they have seen.

On the positive side, the survey showed that:

– Most respondents (62%) agree that the blogosphere is an appropriate venue for corporations to communicate with stakeholders.
– 80% of respondents feel that a corporate blog can help improve the dialogue between a company and its stakeholders, customers, and employees.
– 79% feel that a corporate blog helps position the company / chief blogger as a thought leader.

Link via Communication Overtones.

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10 new rules of branding

Chief Marketer lists the 10 new rules of branding.

1) Brands that influence culture sell more; culture is the new catalyst for growth.
2) A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
3) Today’s consumer is leading from the front; this is the smartest generation to have ever walked the planet.
4) Customize wherever and whenever you can; customization is tomorrow’s killer whale.
5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
6) Deliver clarity at point of purchase; be obsessive about presentation.
7) You are only as good as your weakest link; do you know where you’re vulnerable?
8) Social responsibility is no longer an option; what’s your cause, what’s your contribution?
9) Pulse, pace, and passion really make a difference; had your heartbeat checked recently?
10) Innovation is the new boardroom favorite.

Hat tip to PR Machine.

CEO turns sailing blogger

Arne M√•rtensson steps down as Group CEO of Handelsbanken, one of Sweden’s largest banks, to go sailing round the world for three years. He also declines renominations to the boards of Handelsbanken (where he is chairman), Ericsson (vice chairman), Sandvik, Skanska, Industriv√§rden, Holmen and Vin&Sprit.; During his trip he will be writing a blog on http://www.yaghanvoyages.blogspot.com/.