© 2010 Perini Networks Europe Ltd.
ADVERTISING FOR
INTRANETS
Paul Squires
Managing Director, Perera
© 2010 Perini Networks Europe Ltd.2
Digital agency, based in central Oxford
Formed 2010
Part of Perini media group
- Creat...
© 2010 Perini Networks Europe Ltd.3
DIFFERENTIATION
© 2010 Perini Networks Europe Ltd.4
Employees / customers
No surprise there, either. Over the years,
whenever reporters wo...
© 2010 Perini Networks Europe Ltd.5
ADVERTISING TECHNOLOGIES
FOR INTERNAL COMMS
© 2010 Perini Networks Europe Ltd.6
Bringing the outside, inside
http://joanna-hill.com/honda-intranet.html
DISPLAY
© 2010 Perini Networks Europe Ltd.7
Bringing the outside, inside
DISPLAY
http://joanna-hill.com/honda-intranet.html
Banner...
© 2010 Perini Networks Europe Ltd.8
LOCATION AWARENESS
Location app
Competitions
Messaging
Safety
© 2010 Perini Networks Europe Ltd.9
Discovery
CAMPAIGN EXECUTION
pereraoxford.com
pereramedia.com/co
mponent/content/artic...
© 2010 Perini Networks Europe Ltd.10
Discovery
CAMPAIGN EXECUTION
infonet/benefits
intranet.acme.net/pag
eid=1234
utm_sour...
© 2010 Perini Networks Europe Ltd.11
TURNING REACTIVE COMMS
INTO BIG IDEAS
(THEN BIG IDEAS INTO ACTION)
© 2010 Perini Networks Europe Ltd.12
Single CTA versus
the “big idea”
PLANNING
© 2010 Perini Networks Europe Ltd.13
Single CTA versus
the “big idea”
PLANNING
http://www.platformfour.com/ssimd/images/po...
© 2010 Perini Networks Europe Ltd.14
Touchpoints
Maximising the
impact of marketing
and sales activities
Spengler/Wirt 200...
© 2010 Perini Networks Europe Ltd.15
MULTI-CHANNEL
Transmedia
One of the huge challenges of scripting
and storybibling gre...
© 2010 Perini Networks Europe Ltd.16
MULTI-CHANNEL
Transmedia
One of the huge challenges of scripting
and storybibling gre...
© 2010 Perini Networks Europe Ltd.17
DIGITAL FIRST?
W+K: Importance of digital
Digital is not a channel; it’s the context ...
© 2010 Perini Networks Europe Ltd.18
DIGITAL FIRST?
Digital as foundation layer: the piano staircase
VW: The Fun Theory (D...
© 2010 Perini Networks Europe Ltd.19
DIGITAL FIRST?
Where the interesting stuff happens
© 2010 Perini Networks Europe Ltd.20
DISCUSSION TIME
© 2010 Perini Networks Europe Ltd.21
DISCUSSION TIME
Does your Intranet play a central role in
comms planning (Digital-cen...
© 2010 Perini Networks Europe Ltd.22
Perera is a brand of Perini.
Perini Networks Europe Ltd. Registered in England 070999...
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Advertising for Intranets

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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

  1. 1. © 2010 Perini Networks Europe Ltd. ADVERTISING FOR INTRANETS Paul Squires Managing Director, Perera
  2. 2. © 2010 Perini Networks Europe Ltd.2 Digital agency, based in central Oxford Formed 2010 Part of Perini media group - Creative (Perera) - Advertising sales/service (Xpeso) - Publishing (Imperica) www.pereramedia.com Twitter @pereramedia ABOUT PERERA
  3. 3. © 2010 Perini Networks Europe Ltd.3 DIFFERENTIATION
  4. 4. © 2010 Perini Networks Europe Ltd.4 Employees / customers No surprise there, either. Over the years, whenever reporters would ask him the secret to Southwest’s success, Mr. Kelleher had a stock response. “You have to treat your employees like customers,” he told Fortune in 2001. “When you treat them right, then they will treat your outside customers right. That has been a powerful competitive weapon for us.” As he stepped away from the 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=perma link CONTEXT
  5. 5. © 2010 Perini Networks Europe Ltd.5 ADVERTISING TECHNOLOGIES FOR INTERNAL COMMS
  6. 6. © 2010 Perini Networks Europe Ltd.6 Bringing the outside, inside http://joanna-hill.com/honda-intranet.html DISPLAY
  7. 7. © 2010 Perini Networks Europe Ltd.7 Bringing the outside, inside DISPLAY http://joanna-hill.com/honda-intranet.html Banner ad server Dayparting Contextual targeting Localisation
  8. 8. © 2010 Perini Networks Europe Ltd.8 LOCATION AWARENESS Location app Competitions Messaging Safety
  9. 9. © 2010 Perini Networks Europe Ltd.9 Discovery CAMPAIGN EXECUTION pereraoxford.com pereramedia.com/co mponent/content/artic le/69/? utm_source=nma22 1110 &utm_medium=ct &utm_campaign=au- au-9002-1000 Base URL Campaign source Campaign action Project code
  10. 10. © 2010 Perini Networks Europe Ltd.10 Discovery CAMPAIGN EXECUTION infonet/benefits intranet.acme.net/pag eid=1234 utm_source=poster2 21110 &utm_medium=url &utm_campaign=be nefitscampaign1234 Base URL Campaign source Campaign action Project code
  11. 11. © 2010 Perini Networks Europe Ltd.11 TURNING REACTIVE COMMS INTO BIG IDEAS (THEN BIG IDEAS INTO ACTION)
  12. 12. © 2010 Perini Networks Europe Ltd.12 Single CTA versus the “big idea” PLANNING
  13. 13. © 2010 Perini Networks Europe Ltd.13 Single CTA versus the “big idea” PLANNING http://www.platformfour.com/ssimd/images/portfolio/5599_brw_poster.jpg
  14. 14. © 2010 Perini Networks Europe Ltd.14 Touchpoints Maximising the impact of marketing and sales activities Spengler/Wirt 2009 MULTI-CHANNEL
  15. 15. © 2010 Perini Networks Europe Ltd.15 MULTI-CHANNEL Transmedia One of the huge challenges of scripting and storybibling great transmedia lies in the triggers that move audience from platform to platform seamlessly. There’s heaps of analysis out there looking at audience behaviors, UX, UI, platforms, primary platforms and narratives and how they all mix into the pot of creating great transmedia. The fact is that a transmedia experience will naturally move audience, progressing them across platforms – with relevance and almost subconsciously. http://storycentraldigital.wordpress.com/2 010/09/19/transmedia-transmafia-hype- hyperbole-or-buzz-and-bt/
  16. 16. © 2010 Perini Networks Europe Ltd.16 MULTI-CHANNEL Transmedia One of the huge challenges of scripting and storybibling great transmedia lies in the triggers that move audience from platform to platform seamlessly. There’s heaps of analysis out there looking at audience behaviors, UX, UI, platforms, primary platforms and narratives and how they all mix into the pot of creating great transmedia. The fact is that a transmedia experience will naturally move audience, progressing them across platforms – with relevance and almost subconsciously. http://storycentraldigital.wordpress.com/2 010/09/19/transmedia-transmafia-hype- hyperbole-or-buzz-and-bt/ Magazine Int Comms Helpdesk Int Comms Your employees/ colleagues/ user base
  17. 17. © 2010 Perini Networks Europe Ltd.17 DIGITAL FIRST? W+K: Importance of digital Digital is not a channel; it’s the context in which everything lives We've reached a tipping point where the tech and the audience have reached a level of maturity where digital is everyday and normal. Now, what agencies and marketers need to understand is how people behave in relation to content, community, technology and media. This isn't easy because it's evolving rapidly and constantly. What kind of agencies should marketers be looking for to help them win in the post-digital world? Just smart people who get it and who care about doing great work that makes a difference, regardless of medium. Crap advertising already spams up every available media channel like hair in the plughole – ugly, unwanted and irritating. Wieden + Kennedy’s recent online campaign for Old Spice featured the ridiculously handsome Old Spice Guy, who responded directly to YouTube comments, Tweets, Yahoo! Answers and blog posts about him in over 180 personalised video messages, created and posted to YouTube in a 48 hour period. http://wklondon.typepad.com/welcome_to_optimism/2010/09/post-digital-or-die.html
  18. 18. © 2010 Perini Networks Europe Ltd.18 DIGITAL FIRST? Digital as foundation layer: the piano staircase VW: The Fun Theory (DDB Stockholm) http://www.youtube.com/watch?v=2lXh2n0aPyw
  19. 19. © 2010 Perini Networks Europe Ltd.19 DIGITAL FIRST? Where the interesting stuff happens
  20. 20. © 2010 Perini Networks Europe Ltd.20 DISCUSSION TIME
  21. 21. © 2010 Perini Networks Europe Ltd.21 DISCUSSION TIME Does your Intranet play a central role in comms planning (Digital-centric)? What can your org/dept do differently, from both the planning and execution perspectives? Is the journey to a more integrated, creative model, a long or short one?
  22. 22. © 2010 Perini Networks Europe Ltd.22 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 2010 pereramedia.com

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