smcc2011_jos van haastrecht presentation
DESCRIPTION
Jos van Haastrecht from DSM presentation from the 'Stop! Motion.' session at Social Media in a Corporate Context conference, AmsterdamTRANSCRIPT
DSM in Motion
10 May 2011Jos van HaastrechtDirector Company Branding
• Who we are• Strategic objectives• Our new brand• Activating our brand with social media
Agenda
Page 3
3
• 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
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
• Who we are• Strategic objectives• Our new brand• Activating our brand with social media
Agenda
Page 6
DSM in motion: driving focused growth
Page 7
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”
• Who we are• Strategic objectives• Our new brand• Activating our brand with social media
Agenda
Page 9
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
Page 10
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
Page 11
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
Page 12Page 12
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.
Page 13Page 13
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.
• Who we are• Strategic objectives• Our new brand• Activating our brand with social media
Agenda
Page 15
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
Page 17
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.
Page 18Page 18
YouTube and Intranet are key channels
Page 19
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
Page 22
Brand MoviesDSM TVBright StoriesBright Messages
Page 23
Working to combat vitamin D deficiency
Page 24
Making the transition to biomass-based production
Page 25
More sustainable beer
Page 26
Enabling wind-powered shipping
Page 27
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
Page 29
Several video concepts
• Brand Movies• DSM TV• Bright Stories• Bright Messages
Page 30Page 30
Facebook in combination with YouTube
Page 31
DSM Facebook App: Bright Message
Page 32Page 32
Screen preview Facebook DSM
Page 33
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