Nestlé Digital OrganisationChallenges and Opportunities

7 Februar 2013

Germany: $500.07

USA (North Carolina): $346

Japan: $317.25

Italy (Sicily): $260.11

8Great Britain: $253.15

9Kuwait: $221.45

10Mexico: $189.09

USA (California): $159.18

Beijing, China: $155.06

Poland: $151.27

Egypt: $68.53

Mongolia:  $40.02

Equador:  $31.55

Bhutan: $5.03

Chad: $1.62

Global versus Local: Challenges and Opportunities

How is Nestlé structured?

Board

Zones

Markets

SBU’s

Global Brands

Global Marketing

Experts

GM

BU

Marketing

Support Fonction

MktServices

Experts

Inte

rna

tion

al

Lo

cal

330’000Employees

480Factories

83Countries

How to drive global digital expertise in a market driven environment

As local initiatives have a global reach?

It all started in 2010 with a crisis: KIT KAT

General Management decided to take action

Corporate Communications

Consumer Communications

Corporate Communications

Consumer Communications

Old

New

Digital Team

Wh

atW

hat

Ho

wH

ow

FMCG leader in leveraging digital and social media to build brands and delight consumers

FMCG leader in leveraging digital and social media to build brands and delight consumers

Consumer advocacy for Nestlé brands

Consumer advocacy for Nestlé brands

Media spend efficiency

Media spend efficiency

% of media impressions resulting in

consumer actions

% of media impressions resulting in

consumer actions

eCommerce presence and performance

eCommerce presence and performance

Qualityconsumer insights

at lower cost

Qualityconsumer insights

at lower cost

Significant increase in:

Implementation of ‘Close the Sale’ toolkit, guidance and training

Realignment of agency incentives

Implementation of ‘Close the Sale’ toolkit, guidance and training

Realignment of agency incentives

eCommerce-ready brand content, user reviews and product information

Dedicated teams for key strategic partners

eCommerce-ready brand content, user reviews and product information

Dedicated teams for key strategic partners

Aggressive use of listening tools across markets and brands

Exploit Facebook partnership for insights and rapid-response concept development

Aggressive use of listening tools across markets and brands

Exploit Facebook partnership for insights and rapid-response concept development

Implementation of Brand Advocacy the Nestlé way

Proper resourcing of fan pages and online communities

Implementation of Brand Advocacy the Nestlé way

Proper resourcing of fan pages and online communities

Enhanced Marketing Mix Modeling (MMM) techniques and metrics

Paid/Owned/Earned media optimization

Enhanced Marketing Mix Modeling (MMM) techniques and metrics

Paid/Owned/Earned media optimization

Wh

atW

hat

Ho

wH

ow

FMCG leader in leveraging digital and social media to build brands and delight consumers

FMCG leader in leveraging digital and social media to build brands and delight consumers

Food & Nutrition Solutions and

Services

Food & Nutrition Solutions and

Services

Organic search performance

Organic search performance

Employee motivation,

talent recruitmentand retention

Employee motivation,

talent recruitmentand retention

Industry recognitionIndustry recognition

Significant increase in:

Smarter internal use of social media (Nest)

Digital Acceleration Team (DAT) to create measureable, favorable impression among current employees/recruits

Smarter internal use of social media (Nest)

Digital Acceleration Team (DAT) to create measureable, favorable impression among current employees/recruits

Continued excellence across all strategic priorities and delivery imperatives for digital

External communication of Nestlé digital achievements (e.g. Facebook)

Continued excellence across all strategic priorities and delivery imperatives for digital

External communication of Nestlé digital achievements (e.g. Facebook)

Aggressively scale proven success models

Overhaul recipe database engine to feed all digital platforms

Pursue relevant multi-brand content initiatives

Aggressively scale proven success models

Overhaul recipe database engine to feed all digital platforms

Pursue relevant multi-brand content initiatives

Develop relevant, sharable web content and content strategies

Improve search presence via efforts in eCommerce.

Develop relevant, sharable web content and content strategies

Improve search presence via efforts in eCommerce.

Different needs and objectives

Wh

atW

hat

Ho

wH

ow

FMCG leader in leveraging digital and social media to build brands and delight consumers

FMCG leader in leveraging digital and social media to build brands and delight consumers

% of media impressions resulting in Consumer

actions

% of media impressions resulting in Consumer

actions

Implementation of ‘Close the Sale’ toolkit, guidance and training

Realignment of agency incentives

Implementation of ‘Close the Sale’ toolkit, guidance and training

Realignment of agency incentives

eCommercepresence

and performance

eCommercepresence

and performance

eCommerce-ready brand content, user reviews and product information

Dedicated teams for key strategic partners

eCommerce-ready brand content, user reviews and product information

Dedicated teams for key strategic partners

Qualityconsumer

insightsat lower cost

Qualityconsumer

insightsat lower cost

Aggressive use of listening tools across markets and brands

Exploit Facebook partnership for insights and rapid-response concept development

Aggressive use of listening tools across markets and brands

Exploit Facebook partnership for insights and rapid-response concept development

Consumer advocacy

for Nestlé brands

Consumer advocacy

for Nestlé brands

Implementation of Brand Advocacy the Nestlé way

Proper resourcing of fan pages and online

communities

Implementation of Brand Advocacy the Nestlé way

Proper resourcing of fan pages and online

communities

Media spend

efficiency

Media spend

efficiency

Enhanced Marketing Mix Modeling (MMM) techniques and metrics

Paid/Owned/Earned media optimization

Enhanced Marketing Mix Modeling (MMM) techniques and metrics

Paid/Owned/Earned media optimization

Employee motivation,

talent recruitment

and retention

Employee motivation,

talent recruitment

and retention

Smarter internal use of social media (the Nest)

Digital Acceleration Team (DAT) to create measureable, favorable impression among current employees/recruits

Smarter internal use of social media (the Nest)

Digital Acceleration Team (DAT) to create measureable, favorable impression among current employees/recruits

Industry recogniti

on

Industry recogniti

on

Continued excellence across all strategic priorities and delivery imperatives for digital

External communication of Nestlé digital achievements (e.g. Facebook)

Continued excellence across all strategic priorities and delivery imperatives for digital

External communication of Nestlé digital achievements (e.g. Facebook)

Food & Nutritio

n Solutions and Service

s

Food & Nutritio

n Solutions and Service

s

Aggressively scale proven success models

Overhaul recipe database engine to feed all digital platforms

Pursue relevant multi-brand content initiatives

Aggressively scale proven success models

Overhaul recipe database engine to feed all digital platforms

Pursue relevant multi-brand content initiatives

Organic search

performance

Organic search

performance

Develop relevant, sharable web content and content strategies

Improve search presence via efforts in eCommerce.

Develop relevant, sharable web content and content strategies

Improve search presence via efforts in eCommerce.

Significant increase in:

A global digital roadmap

versus

Market needs

3 main development pillars

Best practices & toolkits

Education Digital expertise

Efficient communication

DAT Digital Acceleration Team

Scope of work

Training

Projects Community Managemen

t

PARTNER TRAININGS

Facebook Google/YouTube Apple Nielsen Buddy Media/Vitrue Amazon…

INFORMATION SESSIONS

Digital Services Unit Agencies Legal HR ...

KEY TRAININGS

Listening Community Management Crises management e commerce BBNW P.O.E. Media Search Mobile Marketing Brand Advocacy Digital Analytics

Training

Liaising with SBU/GMBs Creating of posts / managing agencies who create posts Responding to fan comments Answering fans Monitoring page/ potential issues

CommunityManagement

Projects will vary by topic, need and deliverables

Scope of work needs to be universally agreed

Final presentation to key stakeholders

Evaluation of projects (DAT and project owner)

Projects

DAT first learning

Positive:• Network• Career opportunities• Training quality• Image

Could be improved:• Silo effect• Variances in level of know how• Involvement once back in Market• Limited places

Scope of work for 2013:

• Setup of local / regional DAT

• Education curriculum for Marketing and Sales in Digital

• Setup of integrated media planning

• Agency relation development

• Support in Market digital organization

• Recruiting

• career development

• Toolkits & Guidelines rollout

• Collaboration tool rollout

What we see as best practice:

Nescafe Effies AV_Season 1.mp4