Digital Transformation the Nestlé Way

Digital Transformation the Nestlé Way

Digital Transformation: The Nestlé Way © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit About Me Pete Bla...

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Digital Transformation: The Nestlé Way

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

#AdobeSummit

About Me

Pete Blackshaw Global Head of Digital & Social Media @pblackshaw

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

#AdobeSummit

About Nestlé

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

#AdobeSummit

Nestlé by the numbers 1.2 Billion

210 Million +

Products sold per day, a growing % with digital links

Fans of Nestlé brands on Facebook

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

1,500 + Pieces of content published in social media daily

200,000 +

42% +

Nestlé Employees on internal social media platform

Of all Nestlé traffic comes via mobile

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OUR AMBITION To be the leading FMCG player in leveraging digital & social media to build brands & delight consumers

Embracing Fundamentals

Media Productivity

External Focus & Innovation

Rapid Scaling and Collaboration © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit

1 Fundamentals are Fundamental

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

#AdobeSummit

Brand Building the Nestlé Way (BBNW)

1

Inspire with Brand Vision and Essence

4

Win with Shoppers

2

Delight with Product Experience

5

Create Engaging Brand Experiences

3

Know Your Consumer Deeply

6

Innovate Bigger Bolder Better

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

#AdobeSummit

2 Media Productivity

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

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Paid, Owned & Earned Media Approach Paying Less, Earning More 2011

2014

Investment By Paid, Owned and Earned Media

O

O

P

E

P

E

Impressions that Drive Action (Discover, Share, Shop) © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

#AdobeSummit

3 External Focus and Innovation

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

#AdobeSummit

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

#AdobeSummit

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

#AdobeSummit

Scaling the DAT Model Across the Globe

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

#AdobeSummit

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

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Purina Hack-a-thon

70 Developers | 18 Projects | 14 Hours

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

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

#AdobeSummit

4 Rapid Scaling of Knowledge

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

#AdobeSummit

Rapid Scaling of Knowledge

Video Sharing Platform

Community Management

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

BBNW House

Digital Blog

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Internal Social Network

Help Markets Win Connecting Nestlé Worldwide

Collaboration

Co-creation

Employee Engagement

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

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Embrace the Tension

Integration VS Stimulation

ROI VS Intuition

Enabler VS Gatekeeper

Collaboration

VS Chaos

Digital Dualisms © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Formal VS Informal Power

Thank You Pete Blackshaw Global Head of Digital & Social Media @pblackshaw © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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