Tuesday, November 30, 2010

Intranet opportunities and challenges in a multi-brand organization #epem

Jenni Laajarinne of Amer Sports Corporation is the first speaker today! 6300 employees. Amer Sports is behind brands as Wilson, Atomic, Salomon and Suunto.

Her talk will focus on using social media applications to encourage community-thinking.
She has a case example of our organization using and internal social media application to encourage community thinking in the year that marked the company’s 60th anniversary.
They have home-grown CMS, created by IT. They have 6 brand intranet and 4 business area intranets. These intranets are pretty autonomous: the look-and-feel is different, the structure is different, etc.
They were looking for a fun and exciting way to celebrate the company’s anniversary. They wanted to take the opportunity to celebrate the employee’s passion for sports. They set up an intranet page to share their sports moments. It ran for 3 months (so it should be simple to use for there is no time for adoption!) and there was a monthly prize. Employees could upload text, pictures and videos of their sports moments.
The content could be searched in all kinds of ways (type of sports, year of event, name of contributor, votes, comments).
They also defined what they would like to measure to tell if it was a success or not. It was a mix of soft and hard targets. Like: raise awareness of Amer Sports and passion for sports, raise awareness for anniversary, gather at least 100 sports moments, engage 2250 absolute visitors during the campaign and increase usage of the Amer Sports intranet.
They 106 sports moments and the number is still growing even though the campaign has been stopped. 3500 unique visitors and lots coming back more than ones.
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