how hitachi data systems sparked a digital transformation with social selling and employee advocacy
TRANSCRIPT
#DySiWebinar 2@DaveHawley33@sharonhds @Samcampbellhds
Why Employee Communications And Advocacy Matter Now More Than Ever
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Why Employee Communications And Advocacy Matter
Reaching a New Audience Is Harder Than Evero Organic social media is dying
o Content creation is costly & time consuming
o Consumers are overwhelmed with content
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What Employees Really Want
o They want approved content that can easily be shared on social media.
o They want a way to talk about the their company & its brands and products.
o They want to be heard by their audiences and make a difference in the industry.
Employees want to be more informed, and share their work experiences with family and friends.
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What business challenges was Hitachi facing?
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Challenges Hitachi Needed To Overcome
The company desperately needed to embrace DIGITAL TRANSFORMATION
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Challenges Hitachi Needed To Overcome
Stronger relationships needed to be developed in the field with customers and prospects
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Challenges Hitachi Needed To Overcome
Difficulty in providing employees with high quality, relevant, and personalized content
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What Were The Goals For The Program?
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Goals Of The Hitachi News Hub Program
o Transform the company and culture to into a digital first organization
o Drive awareness and establish the company as industry leader
o Focus on quality when it comes to participants and content
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Goals Of The Hitachi News Hub Program
o Enable sales teams/reps to transition from cold calling to social selling at scale
o Position sales as subject matter experts and improve their personal brands
o Influence the “influencers” within the technology industry
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How Did You Solve These Problems In Order To Accomplish Your Goals?
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The Hitachi News Hub
o An “open platform” which inspires digital transformation and movement
o Focuses on social selling and advocacy strategies and tactics
o Members include employees, external partners, and industry influencers
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Delivering The Right Content At The Right Time
o Local teams took control of content which was previously owned by corporate
o Integration of content from employees, third parties, and partners
o 1-2 broadcasts per week cadence to ensure authenticity and circumvent any duplication of posts seen as spam
80%
10%
10%
Hitachi
Industry
Misc
Content Mix
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Divisions Within The Hitachi News Hub
o 15+ different divisions tailoring to different interests and categories (e.g. Internet Of Things, Flash Storage, EMEA, APAC)
o 20+ program managers overseeing content curation across all divisions
o Content available in 5 primary languages (English, Spanish, German, French, Japanese)
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Focus On Mobile
o 100% mobile approach for field sales reps
o Broadcast notifications critical for activation
o Easy to set up and use
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Benefits Of The Program
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Benefits Of The Hitachi News Hub
o Transformed the way Hitachi does business
o Established content and social as much more important to the company
o Singular location for company and industry content has proven to be extremely valuable
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Results Of The Hitachi News Hub Program
500+ employees
80K Shares
40K Reactions
41M Impressions
180K Clicks
Results Since Launch