This document discusses advertising technologies for internal communications and intranets. It provides examples of how companies like Southwest Airlines and Honda have used intranets to treat employees like customers. It also outlines different advertising options for intranets, including banner ads, location-based services, and campaign tracking. Finally, it raises questions about whether organizations plan communications in a digital-first manner and how they can move towards a more integrated, creative approach.

1. © 2010 Perini Networks Europe Ltd.
ADVERTISING FOR
INTRANETS
Paul Squires
Managing Director, Perera

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. © 2010 Perini Networks Europe Ltd.3
DIFFERENTIATION

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. © 2010 Perini Networks Europe Ltd.5
ADVERTISING TECHNOLOGIES
FOR INTERNAL COMMS

6. © 2010 Perini Networks Europe Ltd.6
Bringing the outside, inside
http://joanna-hill.com/honda-intranet.html
DISPLAY

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. © 2010 Perini Networks Europe Ltd.8
LOCATION AWARENESS
Location app
Competitions
Messaging
Safety

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. © 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. © 2010 Perini Networks Europe Ltd.11
TURNING REACTIVE COMMS
INTO BIG IDEAS
(THEN BIG IDEAS INTO ACTION)

12. © 2010 Perini Networks Europe Ltd.12
Single CTA versus
the “big idea”
PLANNING

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. © 2010 Perini Networks Europe Ltd.14
Touchpoints
Maximising the
impact of marketing
and sales activities
Spengler/Wirt 2009
MULTI-CHANNEL

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. © 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. © 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. © 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. © 2010 Perini Networks Europe Ltd.19
DIGITAL FIRST?
Where the interesting stuff happens

20. © 2010 Perini Networks Europe Ltd.20
DISCUSSION TIME

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. © 2010 Perini Networks Europe Ltd.22
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