How the mega brand makes decisions in real time by comparing, benchmarking, and analyzing important KPIs
Nestlé is one of the largest FMCG brands in the world. With Socialbakers platform, combined with a custom-built Social Media Command Center displaying real time performance monitoring, they’re able to deliver smarter social marketing initiatives to impact business results.
Socialbakers helps us make decisions in real time: comparing, benchmarking, and analyzing all information and all the KPIs important to make decisions, take action, and increase numbers.Andrea Galli, Global Digital Marketing Advisor – DAT Manager
Nestlé has embraced social, building their Consumer Engagement Center in 2011 to monitor their extensive social media presence. They produce 1,500 pieces of unique content daily. With more than 210 million Facebook fans, they manage more than 2,000 brand profiles across different product categories, markets, and time zones.
One of Nestlé’s central challenges is analyzing the enormous amount of data and information they receive from the various activities and interactions with all of the content they produce. “It’s about taking that data and turn it into meaningful insights,” explains Sarah Sauder, a DAT member.
One of Nestlé’s central challenges is analyzing the enormous amount of data and information they receive from the various activities and interactions with all of the content they produce.
With that, they needed to find a customizable solution that would help them visualize the data into a meaningful and coherent way. Not only is monitoring their social performance a critical aspect of their analysis, but benchmarking is too. Measuring how their social strategy is performing against the competition and where to improve is key for growth.
Socialbakers’ Professional Services set out to incorporate a tailored solution that would embrace all of these elements. They delivered three dynamic data screens, providing Nestlé with smarter insights in an easily readable form.
Real-time data insights in a central command center is a pillar for their DAT training program. They can monitor the best performing content, user engagement, and the increase/decrease of audiences across Twitter, Facebook, and YouTube, for their brands and their competitors in a single view.