Credit Suisse Digital Seminar

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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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Credit Suisse Digital Seminar

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

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