How Do We Organize for Success in a Digitally Enabled World?
Digital must be integrated into everything—never built in a silo—for a company to be successful, a Nestle exec told the crowd at Nielsen’s Consumer 360 conference Wednesday.
Pete Blackshaw, Nestle’s global head of digital and social media, presented a framework and strategy that the company uses to create a digitally oriented organization.
Blackshaw shared three pillars of success for digital:
- Inspiring and transforming
These three pillars are integral to Blackshaw’s digital acceleration team, a special task force and digital training center that Nestle launched less than two years ago.
In digital, there are real-time signals happening in concert, Blackshaw said. Brands can measure searches, online conversations, the way consumers click—and there’s a lot of noise to wade through.
Blackshaw’s most recent team learned to listen during the Super Bowl, when they meticulously tracked the brand conversations for the event. He asks his team the question, “How do you get smart about listening to these [real-time signals] in a real-time environment?”
The value of real-life experience is invaluable, Blackwell said: The key is to trust yourself and use digital as much as you can. His team gets intense hands-on experience in managing online communities where they engage directly with the team. This experience helps them understand how to engage with consumers in real-time. It also informs them how to engage thoughtfully and empathetically.
Blackshaw talked about the need to amplify your content with digital, but emphasized that the end of the day, great content matters.
“Content matters everywhere. But you get extra-credit or extra-punishment on digital,” he said, adding that Nestle publishes 1,400 pieces of unique content ever day.
“Doing digital really revolves around digital dualisms—it’s not one or the other. You have to manage that tension,” Blackshaw said. He encourages and teaches his team to embrace the tensions in the space, as well as the three pillars to successfully manage and integrate digital into the business.