Nestlé created the Digital Acceleration Team (DAT) which continuously tracks consumer sentiments in real-time and instantly responds to any negative trends they identify on various social networking sites.
Social Media Strategy Case Study @ Nestlé – Digital Acceleration Team key to success
Analysis & Outlook
Social Media Strategy Case Study@ Nestlé – Digital Acceleration Team key to success
Nestle faced a severe back lash on various social media platforms from customers in 2010 when
Greenpeace boycotted and posted a viral video which highlighted the company‟s use of palm oil
produced from unsustainable practices which destroyed rainforests major habitats of orangutans.
Nestle strategy of forcefully removing the viral video and improper handling of Facebook pages
protests failed which forced the company to relook at its social media strategy as a whole.Nestlé
embraced a new social media strategy based on principle of open engagement to rebuild its
reputation and an ethical code implemented that promoted open, honest engagement and this
strategy was communicated to employees worldwide. Company developed a new framework
using data and insights gained from social media activities on various platforms and used it to
develop new successful and innovative campaigns. Social Media monitoring and engagement on
various social media platforms by a dedicated team has enabled the company to engage with
consumers and public and avoid negative sentiment and social crisis.
Nestlé created the Digital Acceleration Team (DAT)which continuously tracks consumer
sentiments in real-time and instantly responds to any negative trends they identify on various
social networking sites. The DAT team is responsible for listening and monitoring worldwide
social media conversations and identifiesearly warnings about negative sentiments. The DAT
team is also responsible to strategize and determine which the best approaches to social
marketing both in terms of driving reach and engagement. DAT also produces training videos for
Nestlé operating units worldwide, and also manages an internal social networking system that
enables employees to find and work with others sharing similar interests. Blogging is
encouraged, and the firm has its own YouTube-like, internal video-sharing system called
DigiTube. DAT also conducts a program for company executives working at different parts of
the world to the company‟s headquarters for eight months of intensive training in digital trends
and the skills learned there are taken to regional offices worldwide. DAT members have „hack-athons‟ to solve problems, anticipate trends and search for ideas.
Nestlé‟s social media strategy has been successful as the company successfully manages 1,500
pieces of content being posted every day on social media, 50 percent of all Nespresso capsules
being sold online, 180 million Facebook “likes” (with growth of 5-7 percent every month) and
200,000 employees on an internal social media platform.The company has more than 170 million
fans across over 750 brand pages on Facebook alone. Post the DAT model success company
scaled it worldwideand launched in India, China, and Italy with plans for 12 other locations.
Company has been focusing on active employee engagement on various social networking sites
as content is critical and employees are the best source of the content as the company do not
want to totally rely on professionals and media agencies for social content. Nestlé sells 1.2
billion products a day across the globe and significant numbers of customers are active on
various social networking sites and company has to engage with them on such platforms and
respond to their opinions and interests.