Peter Blackshaw joined Nestlé in March 2011 just in time to be confronted with environmentalists using social to accuse the company of multiple transgressions. His response was to set up the Digital Acceleration Team (DAT) that teaches digital marketing to all employees, from social to SEO.
Some other actions the DAT performs:
- The DAT works with startups and tech companies with “hackathons” to keep the company ahead of the curve, especially on new advertising possibilities.
- High potential marketers are tapped for 8-month stints in the team to really get immersed in digital and then carry that knowledge back to their brand teams.
- The company focuses on both external social as well as internal, 200,000 of its employees are on the internal channels and reporting exposes the thought leaders.
“Nestle sells 1.2 billion products every day across the globe, and a growing percentage of our brands are supported by digital initiatives, such as QR for greater detail about the product,” Blackshaw said. “We produce about 1,500 pieces of original content a day on Facebook alone, and 50 percent of our Nespresso capsules are sold online. Our brands have a total of 180 million fans on Facebook, and that’s growing 5 to7 percent per month.”
Peter Blackshaw is also interviewed on the partnership between Nestlé Kit Kat and Google.