digital transformation the nestlé way -...

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit

Digital

Transformation:

The Nestlé Way


About Me

Pete Blackshaw

Global Head of

Digital & Social Media

@pblackshaw


About Nestlé


Nestlé by the numbers

1.2 Billion 210 Million + 1,500 + 42% + 200,000 +

Products

sold per day,

a growing %

with digital

links

Fans of Nestlé

brands on

Facebook

Pieces of

content

published in

social media

daily

Of all Nestlé

traffic comes

via mobile

Nestlé

Employees

on internal

social media

platform


Embracing Fundamentals

Media Productivity

External Focus & Innovation

To be the leading FMCG player in

leveraging digital & social media to build

brands & delight consumers

OUR AMBITION

Rapid Scaling and Collaboration


1 Fundamentals are Fundamental


Brand Building the Nestlé Way (BBNW)

Inspire with Brand

Vision and Essence

Know Your

Consumer Deeply

1

Delight with

Product Experience 2

3

Win with

Shoppers 4

Create Engaging

Brand Experiences 5

Innovate Bigger

Bolder Better 6


2 Media Productivity


Paid, Owned & Earned Media Approach

Paying Less, Earning More

O

P E

Investment By

Paid, Owned and Earned Media

O

P E

2011 2014

Impressions that Drive Action (Discover, Share, Shop)


3 External Focus and Innovation


Scaling the DAT Model Across the Globe


Purina Hack-a-thon

70 Developers | 18 Projects | 14 Hours


4 Rapid Scaling of Knowledge


Rapid Scaling of Knowledge

Video Sharing

Platform

Community

Management BBNW House Digital Blog Internal Social

Network


Help Markets Win

Co-creation

Employee Engagement

Collaboration

Connecting Nestlé Worldwide


Embrace the Tension

Digital Dualisms

Integration

VS

Stimulation

ROI

VS

Intuition

Enabler

VS

Gatekeeper

Collaboration

VS

Chaos

Formal

VS

Informal

Power


Thank You

Pete Blackshaw

Global Head of

Digital & Social Media

@pblackshaw

digital transformation the nestlé way -...

Documents