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Tom Buday, head of marketing, and Pete Blackshaw, head of digital and social media, gave this presentation to the Credit Suisse digital seminar on September 5 2013 in London
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Digital Transformation @ Nestlé
Tom Buday
Senior VP, Marketing and Consumer Communications
Pete Blackshaw
Global Head of Digital & Social Media
September 5, 2013
To be the leading FMCG player in leveraging
digital & social media to build brands & delight consumers
Embracing
Fundamentals
Media
Productivity
Inspiring &
Rapid Scaling
External Focus
& Innovation
OUR AMBITION
1.2 Billion Products sold per day, a
growing % with digital links
50% + of Nespresso
capsules sold online
Some Quick Facts
1,500 + Pieces of content published
in social media daily
200,000 + Employees on internal
social media platform
165 Million + Fans of Nestlé
brands on Facebook
Know Your
Consumer Deeply
Delight with
Product Experience
Innovate
Bigger Bolder Better
Create Engaging
Brand Experiences
Inspire with Brand
Vision and Essence Win with Shoppers
Fundamentals are Fundamental
Our Digital Foundations Draw Directly From BBNW
Brand Building the Nestlé Way House
Message Quality
ROI
Low High
Low
High
2003
2013
Consumer avoidance
and rejection,
powered by technology
Social platforms &
consumer sharing of
brand content, powered
by technology
Message Quality Matters, Now More Than Ever
Driving Media Productivity
Paying Less, Earning More
O
P E
Investment By
P.O.E.M.* O
P E
2011 2014
* Paid, Owned and Earned Media
Impressions that Drive Action
Measuring Earned Impressions Systematically
ROI is to be Understood, not Proven
Incremental
Sales
Now
Incremental
Sales
Later
Bu
sin
es
s R
es
ult
s
Bu
sin
es
s R
es
ult
s
Activity
Execution
1.
Effective Reach
2.
Engagement
1.
Effective Reach
2.
Engagement
3.
Action (Discover, Share, Shop)
No
Incremental
Sales
Understanding Business Impact
Nestlé Fitness Kit Kat
‘‘We Will Find You’’
Bu
sin
es
s R
es
ult
s
Bu
sin
es
s R
es
ult
s
1.
Effective Reach
2. Engagement
3. Action
4. Business
Results
1. Effective Reach
2. Engagement
3. Action
4. Business
Results
Amplifying High Quality Messaging
Nestlé Partnering Directly with Platforms
Payoff From Direct Partnership
External Focus and Innovation
The Silicon Valley Innovation Outpost
Obsessive Focus on Nestlé Strategic Priorities
Inspiring & Rapid Scaling
Scaling the DAT Model Scaling the DAT Model Across the Globe
Rapid Scaling of Knowledge
Brand Building
the Nestlé Way
Digital Acceleration
Team the Nest CHATTER
Thank You and Questions
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