As our Hachette Learning brand expands internationally, we’re finding new ways to reach customers more directly. By working with agents, distributors, and our international sales team - and studying how competitors As part of our strategy to grow in Asia, regional messaging apps like WhatsApp, WeChat, and LINE Mobile offer valuable DIGITAL DIVERSITY Expanding our social channels for local success
16 AFTER THE FIRST POSTS PLANNED FOR JUNE
MONTH OF USE:
100 NEW
FOLLOWERS
95 READS 3 SHARES On our post introducing Hachette Learning Publications (John Catt)
engage locally - we identified a gap in reaching schools and teachers. While we already use key social media platforms, we’ve yet to fully tap into the global potential of:
To get this project off of the ground... I touched base with the Communications team to understand the process for acquiring and setting up new social media accounts. Athena Christodoulou had previously worked with our agents in China and Area Sales Manager, Joop Intarasombat, to create a WeChat account through our agency, ITA - bypassing concerns Legal had about using a Chinese-based app. sales opportunities. These platforms, while used for personal connection, have also become powerful tools for businesses to build and establish new relationships and engage directly with local markets.
In our first follow-up meeting at the start of June, we discussed how to better ensure that the process works best for our agent, Frank Baxueming, and the platform. We learned the platform specifics of WeChat, and Frank also suggested strategising four key posts a month that we will be able to highlight and send directly to our customers’
These cross functional and collaborative meetings allow all teams (Communications, Marketing, and International Sales) to ensure their priorities are met and that new sales are generated. I am looking forward to creating our LINE and WhatsApp accounts, following a similar process, and watching our Hachette Learning name grow internationally.
messaging apps.
As part of my role within sales enablement, getting Hachette Learning onto international messaging apps quickly became a priority. Having taught in Japan for three years, I saw firsthand how vital these apps are for adapting to new environments - enabling faster integration, better communication, and stronger local connections.
mobile inboxes. We will continue to host monthly meetings to catch up on account analytics, post frequency, and content management.
Launching international messaging channels aligns perfectly with this issue’s theme of Owner Mentality. It’s a cross-functional effort that reflects our commitment to accountability, initiative, and driving commercial success - while supporting every learner and educator in reaching their full potential.
GARRETT
42
Made with FlippingBook - professional solution for displaying marketing and sales documents online