Intranets can change the way your organization works. When built correctly,
they centralize information, streamline processes and reduce costs.
The best intranets require a solid understanding of the business processes
that the system is to embody. Often these processes are already automated by
older technologies that require integration. The new interface, which must
be intuitive, also needs to take these older technologies into account.
This piece is targeted at owners of intranets within organizations as well
as the interactive agencies that support it.
Broadly, there are two parts to an intranet setup. One, the technological
aspect; the backend work and support. The other, crucial content and
applications which has been covered in the article.
Content is definitely king: But how easy is it to develop content and
applications that is compelling, regular and enticing? Users of the intranet
look for significant content that decides whether they re-visit the site
regularly.
Give users a reason to 'repeat' visit: Stickiness is all-important. There
must be interaction at all times between the medium and the visitors. It
could be as simple as 'weekend getaway' nuggets or an auto responder note to
a query online, which gives the user interesting information and confidence
in the system.
Allow co-ownership: The intranet is for its users. They own it. Let them
feel likewise. Let them drive it. The intranet Administrator needs to play
the role of facilitator and mentor.
Keep your ears to the ground: the intranet survives on regular feedback from
its users. Never forget the end result. True success of an Intranet is in
its usability and reach.
Maintain synergy with all other corporate communication: The company's
corporate vision has to be reflected across all media, the Intranet
included.
Cross sell the intranet: Grab every opportunity to cross sell the Intranet.
Use the internal newsletter, extranet and corporate bodies to drive
eyeballs.
Make life easier for the users: The role of the intranet is to make life
easier for its users. Be it simple constructive content and applications.
Something like travel tips for jet setting employees or a module for
ordering marketing collateral.
Visibility is key, both offline and online: Users are not always online. How
do you let them know when things are happening online? By being visible
offline as well. At the cafeteria, gym and at corporate events among others.
Places where they spend time and are receptive to messages.
Ideas hold the key: The intranet runs on ideas. Marketing your intranet to
your users requires agility, flexibility and creativity. Be it in a recipe
club you want to start online to a collectors gathering, it all hinges on an
idea of providing the users with a forum for interaction.
Knowledge lies within, use it: Your organization is a minefield of
knowledge. Extract, filter and leverage the power within. You might not even
have to look elsewhere for information. Have a knowledge management section
to collate relevant thoughts, articles and suggestions.
The challenge in building up a potent intranet lies in getting and improving
confidence in its users. Whether communicating information to Web-based
users or enabling secure purchase transactions, a company needs to balance
the enticements of technology with the necessity of adhering to basic
branding practices, and customize its intranet for a global audience.
intranets also need to be graphically appealing, easily navigable, relevant
and memorable to be a killer.
Anish V. Koshy currently works on the Corporate Communications Group at i-flex solutions limited, Bangalore, India, handling content management for the intranet,
Website, brochureware, Human Resources and internal activities.
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