digital organisation nestlé
TRANSCRIPT
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