STRENGTHENING THE SYSTEM TO ENABLE EMPLOYEES TO SHARE THE SAME VALUES
We want to use Video Cloud as a weapon to accelerate collaboration and open innovation both within and outside the company.
Tsutomu Igaki
Executive Officer, Global Investor & Brand Communications Headquarters, OMRON Corporation“However, it was difficult to get the top management and employees around the world to share the same vision. We were looking for a new system to convey messages more deeply and in a timely manner to employees who directly interact with customers” (Mr. Igaki)
Using video to appeal to the emotional side of the viewer
This is why the company turned its attention to video. Omron currently uses Brightcove’s Video Cloud as an internal communication tool. By uploading video content to the cloud, they have achieved secure video distribution. Because it is compatible with multiple devices, employees can view videos on their PCs or smart devices anytime, anywhere.
Mr. Igaki cites “the ability to enhance the appeal of content” as one of the benefits of video. “Even with static content such as text and photos, you can convey who is speaking and what they are saying. But with video, you can add an emotional element. You can deliver content that appeals to the hearts and minds of viewers, including things like the strength of the voice, facial expressions, gestures, and background music” (Mr. Igaki). He thought that it would be effective in promoting understanding of intangible things like brand value, because it is easy to convey subtle nuances.
Why did they choose Video Cloud from among the many services available? In fact, Omron had previously been using satellite broadcasting to deliver video. However, in this case, they needed to have their own infrastructure, which required a considerable management cost, and because it was not possible to connect with overseas offices, they recorded the video on DVDs and mailed them out.
“With a cloud service, you can use the functions as a service without having to build your own infrastructure. We also adopted it because we valued the fact that it allows you to quickly send information both domestically and overseas, and that it supports both live streaming and on-demand viewing,” says Mr. Igaki.
Another thing that became possible after starting to use Video Cloud was the analysis of video viewing conditions. It is possible to analyze things such as the total number of accesses and which parts are being viewed in detail, so the results can be used in the production of the next content.
Mr. Igaki explains, “For example, we have found that the number of views increases when employees appear in the videos, and that we can prevent people from leaving by adjusting the timing of scene changes, so we are able to use this information to create more effective content.”
Towards an information transmission platform that seamlessly connects the inside and outside of the company
Currently, the company regularly distributes top management messages in three languages (Japanese, English and Chinese) to its bases around the world. In addition, the company also distributed a series of videos for two years from fiscal 2017, when the current medium-term management plan started, to deepen understanding of the plan’s content. Furthermore, the company holds an event on its anniversary of founding, which is positioned as a day to “return to the corporate philosophy and reflect on its spirit once again,” and the event was also broadcast live. Compared to the time when the intranet was text-based, the number of accesses to the intranet has increased significantly.
“Another reason for adopting Video Cloud was to integrate internal and external (external-facing) communications. We want to accelerate our efforts in this area in the future,” says Mr. Igaki.
In today’s world, where the technologies and know-how required for business are becoming increasingly diverse, it is becoming more difficult for a single company to provide the products and services that the market demands. The approach of promoting research and development in collaboration with multiple partners is becoming more common, and this is expanding the scope of companies with which strategic policies should be shared.
Mr. Igaki says, “We want to use Video Cloud as a weapon to accelerate collaboration and open innovation both within and outside the company.”
Omron aims to further enhance its brand value through reforming internal communication. The company’s approach using cloud services will provide important hints for many companies.
