smcc2011_jos van haastrecht presentation

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DSM in Motion 10 May 2011 Jos van Haastrecht Director Company Branding

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Jos van Haastrecht from DSM presentation from the 'Stop! Motion.' session at Social Media in a Corporate Context conference, Amsterdam

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Page 1: SMCC2011_Jos van Haastrecht Presentation

DSM in Motion

10 May 2011Jos van HaastrechtDirector Company Branding

Page 2: SMCC2011_Jos van Haastrecht Presentation

• Who we are• Strategic objectives• Our new brand• Activating our brand with social media

Agenda

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• Royal DSM N.V. is a global science-based company active in health, nutrition and materials.

• By connecting its unique competences in Life Sciences and Materials Sciences DSM is driving economic prosperity, environmental progress and social advances to create sustainable value for all stakeholders.  

• DSM delivers innovative solutions that nourish, protect and improve performance in global markets such as food and dietary supplements, personal care, feed, pharmaceuticals, medical devices, automotive, paints, electrical and electronics, life protection, alternative energy and bio-based materials.

• DSM’s 22,000 employees deliver annual net sales of about €9 billion. The company is listed on NYSE Euronext.

Company Profile

Frans
Add in, or highlight, health, nutrition and materials
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Our purpose is to create brighter lives forpeople today and generations to come.

We connect our unique competences inLife Sciences and Materials Sciences tocreate solutions that nourish, protect andimprove performance.

Mission Statement

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• Who we are• Strategic objectives• Our new brand• Activating our brand with social media

Agenda

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DSM in motion: driving focused growth

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Clear sustainability targets

Sustainability aspirations 2011 - 2015

Dow Jones Sustainability Index: Top ranking (“Gold”)

ECO+ (innovation pipeline): at least 80% of pipeline is ECO+

ECO+ (running business): from ~34% towards 50%

Energy efficiency:20% improvement from 2008 till 2020

Greenhouse Gas emissions: 25% reduction from 2008 till 2020

Engagement Survey: towards High Performance Norm

CEO awarded “UN Humanitarian of the Year”CEO awarded “UN Humanitarian of the Year”

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• Who we are• Strategic objectives• Our new brand• Activating our brand with social media

Agenda

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Overall Stakeholder Survey - 2009Perception Gap defined

Current PerceptionChemical company - diversifiedTechnical focus

Dutch

Reticent

Unknown or misunderstood

Functional and passive

Risk averse

Pragmatic

Corporate

Internally oriented

Sustainable

Genuine

Trustworthy and reliable

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Stakeholder Surveys - cntd Perception Gap defined

Current Perception Desired PerceptionChemical company - diversified

Life Sciences and Materials Science company

Technical focus Market focusDutch InternationalReticent Confident

Unknown or misunderstood Clear and engaging , open and transparent

Functional and passive Dynamic, energetic and inspiringRisk averse OptimisticPragmatic Benefit-orientedCorporate EmotiveInternally oriented Customer oriented; outside-inSustainable Sustainable solutions

Genuine GenuineTrustworthy and reliable Trustworthy and reliable

Close the gap

Maintain

Raise the profile of the DSM Brand by transforming current perceptions

Raise the profile of the DSM Brand by transforming current perceptions

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A new era, a new brand

Bright Science. Brighter Living.™ – symbolizes :• The strategy: portfolio transformation completed, entering a new era of

growth: DSM, the Life Sciences and Materials Sciences Company• The culture change program (adapting to our businesses)• Our People, Planet, Profit approach;

Sustainability: core value and key business driver• One DSM: the way we work together

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Bright Science – the meaningBright Science refers to the unique way in which we combine life sciences and materials sciences disciplines, technologies and talents.

In partnership with customers and other stakeholders with whom we share ideas, insights and inspiration, we create innovative and sustainable solutions that address the key challenges facing society today.

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Brighter Living – the meaning

Brighter Living refers to our commitment to creating products and solutions that make a positive difference to people’s lives.

We are constantly seeking new ways to improve quality of life and we seek to make a positive contribution to the lives of people, today and for generations to come.

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• Who we are• Strategic objectives• Our new brand• Activating our brand with social media

Agenda

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Social media: Key target groups

• Employees• Prospective employees• Media• Key influencers• Local communities

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16Key differentiating attributes for Key differentiating attributes for (prospective) employees(prospective) employees

• Innovative• Corporate Social Responsibility• Dynamic organization• Inspiring colleagues• Exciting products and services• Confident and inspiring management and

leadership• Clear and engaging• Open and transparent

Frans
Add in, or highlight, health, nutrition and materials
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17 Approach social media Approach social media

• We show openness, transparency and credibility by sharing most video footage both internally and externally.

• Goal is to stimulate an (inter) active dialogue about DSM, the ‘Bright Science. Brighter Living’ company to increase awareness, understanding and engagement, show DSM’s responsibility and commitment towards society and stimulate collaboration.

• Focus is on proofpoints. Focus on key themes including Hidden Hunger/Malnutrition and Bio-based economy.

• DSM actively stimulates usage and sharing social media content.

• Video footage is important. YouTube and Intranet are primary channels. DSM employees (or partners) are key contributors and key spokesmen.

Frans
Add in, or highlight, health, nutrition and materials
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YouTube and Intranet are key channels

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Several video concepts

Brand MoviesDSM TVBright StoriesBright Messages

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Brand MoviesDSM TVBright StoriesBright Messages

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Brand MoviesDSM TVF:\DSMTV_Special_External_Brand_Launch_English_Subtitles.wmv

Bright StoriesBright Messages

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Brand MoviesDSM TVBright StoriesBright Messages

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Working to combat vitamin D deficiency

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Making the transition to biomass-based production

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More sustainable beer

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Enabling wind-powered shipping

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Capturing the power of the sun

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Feeding the world – Feeding the world – AAddressing Hidden Hunger and ddressing Hidden Hunger and malnutritionmalnutritionPartnership with UN World Food Partnership with UN World Food ProgrammeProgramme

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Several video concepts

• Brand Movies• DSM TV• Bright Stories• Bright Messages

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Facebook in combination with YouTube

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DSM Facebook App: Bright Message

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Screen preview Facebook DSM

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Conclusions

• Difference between internal and external messaging is increasingly blurring within social media context

• Efficient cross-usage of channels leverages integrated communications approach

• Employees make messages more genuine. Make use of them.

Mood movie\The voice of DSM (V8)_wmv half HD.wmv

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