© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit Digital Transformation: The Nestlé Way
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
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 + 1,500 + 42% + 200,000 +
Products
sold per day,
a growing %
with digital
links
Fans of Nestlé
brands on
Pieces of
content
published in
social media
daily
Of all Nestlé
traffic comes
via mobile
Nestlé
Employees
on internal
social media
platform
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
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
© 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)
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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
2 Media Productivity
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
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)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
© 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. #AdobeSummit
Purina Hack-a-thon
70 Developers | 18 Projects | 14 Hours
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
© 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 BBNW House Digital Blog Internal Social
Network
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Help Markets Win
Co-creation
Employee Engagement
Collaboration
Connecting Nestlé Worldwide
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Embrace the Tension
Digital Dualisms
Integration
VS
Stimulation
ROI
VS
Intuition
Enabler
VS
Gatekeeper
Collaboration
VS
Chaos
Formal
VS
Informal
Power
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit
Thank You
Pete Blackshaw
Global Head of
Digital & Social Media
@pblackshaw
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