Strategic Brand Engagement by Fisher John G.;

Author:Fisher, John G.;
Language: eng
Format: epub
Publisher: Kogan Page, Limited

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CASE STUDY Driving traffic to the intranet

One example of the need to drive employees to internal sites comes from the construction industry. A major global engineering organization had been acquiring subsidiaries at a frenetic rate in recent years and as a result had built up a network of intranet sites of varying degrees of quality and usefulness. English was just one of many languages being used. Despite the acquisitions it was felt that subsidiaries were still guilty of silo thinking and did not share expertise and contacts for the benefit of the overall organization to reap the rewards of being one corporate entity. Fingers were pointed at the plethora of intranets. A plan was devised to build a centralized intranet, which took many months. But the people issue remained. Employees still hankered after their local sites and rarely visited the main site. An incentive strategy was devised to encourage employees to share information and offer updated profiles to the main site in return for local rewards of gift cards. In effect it was a points-mean-prizes scheme. The amounts were not large but enough to force a change of habit. At the same time local sites were gradually closed down leaving employees with no option but to use the central site for expertise exchange. It also gave the organization the opportunity to debate what it really needed from an intranet and what benefits closer cooperation could bring. Familiarity with social networking models and techniques helped it build a site that appealed to a younger generation and made it more comfortable with sharing ideas than was the case prior to the creation of the central site and the closing down of the local sites.

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