(COPENHAGEN, DENMARK) Full slides from the “Integrating Social Media Into Intranets” with added insight on marketing and promoting the intranet below:

Integrating Social Media Into Intranets by Julian Mills, Prescient Digital Media
View more presentations from Toby Ward. (tags: strategy intranets)


A couple of interesting questions from the seminar that deserve to be shared with all including the issue of marketing and education. So, how do you market Intranet 2.0 or promote use of these tools?


Marketing Intranet 2.0 is not unlike marketing the original intarnet – emploeyes have to...


1- know that the tools exist, and how they work

2- understand why the tools are of value to them and the organization


As I stated in Marketing the intranet, “If you build it they will not come. Of course, there will always be the curious and keeners and those that inherently understand it, but an intranet firing at maximum value requires marketing.”


A number of recommended insights come from Sodexo USA (thanks to Angelo Iofredda and Eileen Daly) who were very active in marketing their intranet, and shared their intranet marketing plan that focuses on six major components:


  • Promote ongoing SodexhoNet name recognition and key wins.

  • Highlight the variety of useful content through on- and off-line.

  • Increase essential content and applications available only online.

  • Increase content – including fun content – that drives repeat visits.

  • Encourage continued endorsements from senior leadership.

  • Support content owners – increase skill level and enthusiasm, identify and leverage best practices.


As far as tactics go, tried-and-true practices are still relevant for intranet 2.0 including:


  • E-mail broadcasts

  • Home page and newsletter stories

  • Cross link from blogs, wikis, discussion forums, etc.

  • Executive promotion

  • Hosted chats with the CEO

  • Posters and mousepads

  • Premiums (handouts)

  • Screensavers

  • Twitter/Yammer, etc.


Not to be underestimated, and probably the most valuable tactic would be to create stories or features that quote your own executives that relate to subject matters discussed on a blog, wiki, or in a discussion forum, that links into the related social media tool while encouraging employees to “join in the conversation” or to “agree, disagree or comment” on the subject at hand.


Continue reading:

Marketing Intranet 2.0