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Chapter 11: Intranet Marketing
Overview
Author: Frank Pappas
The Challenges of intranet marketing
Promoting intranet use
Keeping users interested
After countless delays, months of exasperating fights between HR and marketing and the folks in your technology group - not to mention a significant investment in both financial and human capital - your brand-new corporate intranet will be ready for launch in few short days. Congratulations!What now?How do you get the word out to every corner of the corporate universe that there's a new intranet on the horizon? How will you convince hordes of employees to cozy up to once-familiar policies, procedures, and practices that have now been re-engineered as part of the intranet development effort? More importantly, what's the skinny on how you'll leverage the intranet in the future as part of your comprehensive employee-communications strategy?I'm guessing that the deer-in-the-headlights look that you're wearing right now means that you might not have considered many of these issues, and that perhaps the entire scope of your post-launch plan for "selling" the intranet to your employees was (up until about five seconds ago) pinned to the "If you build it, they will come" strategy. Not exactly what we'd call an awe-inspiring plan, but not to worry. There's still plenty of time to tinker with your plan and spruce things up just a bit."What now?" is an important question that lots of really smart people forget to ask when it comes to launching a new intranet. If you're still with me, I'm probably correct in assuming that you're the go-to person for pitching your company's new intranet to your coworkers, or that you've got a minion reporting to you somewhere on the organization chart who'll be doing the pitching instead, and you'd like to be able to wrangle said minion somewhat more efficiently. Either way, great! My goal throughout the next few pages will be to bring you up to speed on a handful of useful concepts that can help you to achieve three high-level goals:
Get the word out
Encourage use and adoption of the intranet
Integrate the intranet into ongoing employee-communications efforts
Of course, along the way I'll also point out some of the really BAD ideas that often pop up when discussing intranets and intranet marketing, just to ensure that you don't wind up enthusiastically recommending one of these ideas in your next marketing meeting.
