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Some ideas for transforming Intranets into playing a core role in digital-centric internal comms planning.

Some ideas for transforming Intranets into playing a core role in digital-centric internal comms planning.
A presentation given to Intranetters, 24/11/10.

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    Advertising for Intranets Advertising for Intranets Presentation Transcript

    • ADVERTISING FORINTRANETSPaul SquiresManaging Director, Perera © 2010 Perini Networks Europe Ltd.
    • ABOUT PERERADigital agency, based in central OxfordFormed 2010Part of Perini media group- Creative (Perera)- Advertising sales/service (Xpeso)- Publishing (Imperica)www.pereramedia.comTwitter @pereramedia2 © 2010 Perini Networks Europe Ltd.
    • DIFFERENTIATION3 © 2010 Perini Networks Europe Ltd.
    • CONTEXTEmployees / customersNo surprise there, either. Over the years,whenever reporters would ask him the secret toSouthwest’s success, Mr. Kelleher had a stockresponse. “You have to treat your employeeslike customers,” he told Fortune in 2001.“When you treat them right, then theywill treat your outside customers right.That has been a powerful competitiveweapon for us.” As he stepped away fromthe company this week, his line didn’t change.http://www.nytimes.com/2008/05/24/business/24nocera.html?ex=1369368000&en=92f02ff385ed7401&ei=5124&partner=permalink&exprod=permalink4 © 2010 Perini Networks Europe Ltd.
    • ADVERTISING TECHNOLOGIESFOR INTERNAL COMMS5 © 2010 Perini Networks Europe Ltd.
    • DISPLAYBringing the outside, insidehttp://joanna-hill.com/honda-intranet.html6 © 2010 Perini Networks Europe Ltd.
    • DISPLAYBringing the outside, inside Banner ad server Dayparting Contextual targeting Localisationhttp://joanna-hill.com/honda-intranet.html7 © 2010 Perini Networks Europe Ltd.
    • LOCATION AWARENESS Location app Competitions Messaging Safety8 © 2010 Perini Networks Europe Ltd.
    • CAMPAIGN EXECUTIONDiscovery pereraoxford.com pereramedia.com/co utm_source=nma22 &utm_medium=ct &utm_campaign=au- mponent/content/artic 1110 au-9002-1000 le/69/? Base URL Campaign Campaign Project code source action9 © 2010 Perini Networks Europe Ltd.
    • CAMPAIGN EXECUTIONDiscovery infonet/benefits intranet.acme.net/pag utm_source=poster2 &utm_medium=url &utm_campaign=be eid=1234 21110 nefitscampaign1234 Base URL Campaign Campaign Project code source action10 © 2010 Perini Networks Europe Ltd.
    • TURNING REACTIVE COMMSINTO BIG IDEAS(THEN BIG IDEAS INTO ACTION)11 © 2010 Perini Networks Europe Ltd.
    • PLANNINGSingle CTA versusthe “big idea”12 © 2010 Perini Networks Europe Ltd.
    • PLANNING Single CTA versus the “big idea”http://www.platformfour.com/ssimd/images/portfolio/5599_brw_poster.jpg13 © 2010 Perini Networks Europe Ltd.
    • MULTI-CHANNELTouchpointsMaximising theimpact of marketingand sales activitiesSpengler/Wirt 200914 © 2010 Perini Networks Europe Ltd.
    • MULTI-CHANNELTransmediaOne of the huge challenges of scriptingand storybibling great transmedia lies inthe triggers that move audience fromplatform to platform seamlessly.There’s heaps of analysis out therelooking at audience behaviors, UX, UI,platforms, primary platforms andnarratives and how they all mix into thepot of creating great transmedia. The factis that a transmedia experience willnaturally move audience, progressingthem across platforms – with relevanceand almost subconsciously. http://storycentraldigital.wordpress.com/2 010/09/19/transmedia-transmafia-hype- hyperbole-or-buzz-and-bt/15 © 2010 Perini Networks Europe Ltd.
    • MULTI-CHANNEL Int CommsTransmedia Int Comms MagazineOne of the huge challenges of scriptingand storybibling great transmedia lies inthe triggers that move audience fromplatform to platform seamlessly.There’s heaps of analysis out therelooking at audience behaviors, UX, UI,platforms, primary platforms andnarratives and how they all mix into thepot of creating great transmedia. The factis that a transmedia experience will Yournaturally move audience, progressingthem across platforms – with relevance employees/and almost subconsciously. Helpdesk colleagues/ user basehttp://storycentraldigital.wordpress.com/2 010/09/19/transmedia-transmafia-hype- hyperbole-or-buzz-and-bt/16 © 2010 Perini Networks Europe Ltd.
    • DIGITAL FIRST?W+K: Importance of digitalDigital is not a channel; it’s the context in which everythinglivesWeve reached a tipping point where the tech and the audience havereached a level of maturity where digital is everyday and normal. Now,what agencies and marketers need to understand is how peoplebehave in relation to content, community, technology and media. Thisisnt easy because its evolving rapidly and constantly.What kind of agencies should marketers be looking for to help themwin in the post-digital world? Just smart people who get it and whocare about doing great work that makes a difference, regardless ofmedium. Crap advertising already spams up every available mediachannel like hair in the plughole – ugly, unwanted and irritating.Wieden + Kennedy’s recent online campaign for Old Spice featuredthe ridiculously handsome Old Spice Guy, who responded directly toYouTube comments, Tweets, Yahoo! Answers and blog posts abouthim in over 180 personalised video messages, created and posted toYouTube in a 48 hour period.17 © 2010 Perini Networks Europe Ltd.http://wklondon.typepad.com/welcome_to_optimism/2010/09/post-digital-or-die.html
    • DIGITAL FIRST?Digital as foundation layer: the piano staircaseVW: The Fun Theory (DDB Stockholm)http://www.youtube.com/watch?v=2lXh2n0aPyw18 © 2010 Perini Networks Europe Ltd.
    • DIGITAL FIRST?Where the interesting stuff happens19 © 2010 Perini Networks Europe Ltd.
    • DISCUSSION TIME20 © 2010 Perini Networks Europe Ltd.
    • DISCUSSION TIMEDoes your Intranet play a central role incomms planning (Digital-centric)?What can your org/dept do differently, fromboth the planning and executionperspectives?Is the journey to a more integrated,creative model, a long or short one?21 © 2010 Perini Networks Europe Ltd.
    • Perera is a brand of Perini.Perini Networks Europe Ltd. Registered in England 07099941.3 The Gallery, Marston Street, Oxford OX4 1LF, England, UK.No legal liability assumed. Recipient is responsible for verifying authenticity before acting on contents.Views and opinions represent author, not Perini.© Perini Networks Europe Ltd 2010pereramedia.com22 © 2010 Perini Networks Europe Ltd.