Understand who Peter Blackshaw

1. This presentation should give
you a better understanding of
Peter Blackshaw. His persona
and the projects he focuses
on. The goal is to reach out to
Peter in the future and present
him an idea that he could get
excited about.
© 2017. All rights reserved. Confidential 1

2. Research
Peter Blackshaw
Person. Projects. Focus
© 2017. All rights reserved. Confidential 2

3. Who is Peter Blackshaw?
Peter Blackshaw is the Global head of Digital & Social at Nestle. Father of
3 and an advocate Of Digital Innovation.
Summary Background:
Since the 1990s, when he co-led digital marketing at Procter & Gamble.
He’s also piloted a startup, PlanetFeedback.com, a consumer review site
that ultimately became part of Nielsen Co. Most recently he was chief
marketing officer at NM Incite, a joint venture between Nielsen and
McKinsey.
His most recent appearance was on a Tedtalk at St.Gallen, but he
frequently tweets, leaves comments on Facebook and posts articles on
LinkedIn.
Written books - Satisfied Customers Tell Three Friends, Angry Customers
Tell 3000.
Recent books read - The revenge of Analog – from David Sax
© 2017. All rights reserved. Confidential 3

4. Projects overview( not in order)
• https://henri.nestle.com/live-projects - Open Innovation plattform
• http://www.nestle.com/media/newsandfeatures/digital-acceleration-in-silicon-valley
Outpost silicon valley
• http://www.planetfeedback.com/ - Feedback site to give direct feedback to
customers (bought by nielsen)
• http://www.tell3000.com/ - unresponsive
• http://adage.com/article/digitalnext/digital-year-review-voice-commands-consumer-
demands/306972/ - Digital year in review on Advertising Age from Peter Blackshaw
• https://www.youtube.com/watch?v=P03COLJdM0U - The Work-Life Advantage |
Pete Blackshaw | TEDxHSG
• https://myalptitude.wordpress.com/ Alptitude Blog with his son
• Twitter https://twitter.com/pblackshaw
• Linkedin - https://www.linkedin.com/in/consumergeneratedmedia/ especially the
article on dmexco of the “150 year company” The CEO of Nestle talks about Nestle
• DAT 7 T - https://www.youtube.com/watch?v=sub7Oy0DLWc - most recognized
product so far
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5. Topics
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Importance
Career/Life
Agency Sell
already innovated
things
( Live video)
Well Being
(Travel with his kids)
Education
(Dat programme, Self
learning – TEDx)
Innovation
(Feedback site, sharing
moderation, motivation,
Open Innovation forum)

6. TEDtalk x
Notes: The work life advantage
Peter speaks about the correlation between learnings in the private space
that he than uses as a competitive advantage in his workplace. Examples:
• Agency tried to sell him live video, his competitive advantage was
having knowledge about live video of a run that he made, recording
on Facebook live.
• His Instagram account was hacked, he used this situation to
promote data advocacy in an industry forum
His personal sayings in every email to remind himself:
Shrink interface, Serve to create more value, Simplify everything
Also:
• Effective communication is laying in visual
• Digital understanding and behaviour is fluid
• Trust your inner consumer, for great business decision
• We are big data machines, the latest data from Facebook we check
our phone 150 times day
• We are all in the persuasion game
• Content is nothing without context

7. Open Innovation
Platform
Notes: Henri Nestle
Brief for a digital plattform:
• Nesquik Studios is a new digital and physical platform for parents
to help their children use their creativity and imagination to realize
their ideas and dreams.
• Most Projects are focused on research around increasing
knowledge on Nutrition, Health, Wellness.
Success stories:
• Blippar – scanning physical goods for Milo
• Crowdly – helping Brands find and rank influencers
• AdAdapted - helps brands engage their target audience in the
mobile apps they use
• Linqia - enlisting social media influencers with a genuine passion
• Ovuline - makes apps that helps couples conceive and have happy
and healthy pregnancies.
• Nextuser - collects all types of user data and analyses it in real time
to deliver personalized experiences to brands and eCommerce
players. It offers a single platform that integrates all
communication touch points, including mobile and social networks.

8. Dmexco –
CEO speaks
Notes: Can a 150-Year Old Company Lead
in Digital?
Gravity built through history has to be overcome. Nestlé has set itself the
following target: the company wants “to be an industry leader in
leveraging digital technology and ecommerce to delight consumers,
enhance lives and build brands”.
And it is a true journey with obstacles, and successes. Nestlé discovered
among other things that they couldn’t talk as a company on social media
and try to convince consumers. “We learned to be humble, to participate,
to treat every opinion with respect (as critical as it can be). This key
learning catalysed the change in our organization.”
For example, compared to a few years ago, the corporate website has
tremendously changed to be adapted to today’s needs.
Also Nestlé conducted a few pioneering experiments, e.g.: the first brand
to run a sponsored periscope stream, one of the first with a 360-degree
video ad on Facebook…
But digital goes beyond the contact with consumers. The entire chain is
affected as it has an impact on business, factories, and the relationships
with stakeholders, etc., even on how Nestlé ‘s members interact with each
other internally.
An example on how innovation is also affected.
Milo a well established brand of Nestlé knew incredible results with the
launch of an entire health concept powered by digital. The Health Packs
were composed of the product and a fitness activity tracker. An entire
health program allowing parents to go online, check their kid’s activity and
receive tips on health and nutrition accompanied them. So this was a true
innovative concept for the company, which wouldn’t have been possible
without the arrival of digital.

9. Digital
Acceleration
Team
Notes: DAT for knowledge exchange
The 7th wave of the Digital Acceleration Team (DAT7) ended their eight-
month mission in August 2016.
The group was made up of 17 managers from 11 different Nestlé markets
around the world, tasked to push the boundaries of Nestlé’s work in
digital, and further energize their home markets upon their return.

10. LinkedIn

11. Twitter

12. Recurring Themes
Projects that have a
combination of all these
different topics will be
interesting for Peter
Blackshaw as he created
and invested before in
projects from one of
these areas
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Education Innovation Knowledge
Wellness
Social
Health
DAT 7
DAT 7
DAT 7
DAT 7
Feedback site
Henri
DAT 7
DAT 7
TedX
DAT 7
DAT 7
DAT 7

13. Content hub around an
Education platform. Topics
Health and Wellness
Understand the social
projects for each product –
understand the journey that
it goes
Possible Topics
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Wellness Social
Health
Social knowledge site that
allows to conclude how
healthy you are and which
products can help
AI driven chatbot, educating
people about health on
Twitter
Helping customer to be more
social. „Share a Nestle“
A plattform that lets kids and
adults plan their activity
togther - kids and for adults
their activities.
Family cooking page, for heathly living. „Cooking with Nestle“
Product Education
Education
Innovation
Knowledge
Kowledge Plattform
USP
Learning Driven
Family
Customer Centric
New Value
Data Driven
New on the market
Black swan approach

14. Ideas
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Education Innovation Knowledge Health Wellness Social
Content hub around an Education platform. Topics Health and
Wellness x x x x
AI driven chatbot, educating people about health on Twitter x x x x
Understand the social projects for each product – understand the
journey that it goes x x x
Social knowledge site that allows to conclude how healthy you are
and which products can help x x x x
Helping customer to be more social. „Share a Nestle“ x x
A plattform that lets kids and adults plan their activity together - kids
and for adults their activities. x x x
Family cooking page, for heathy living. „Cooking with Nestle“ x x x x x x
Nestle Baby – learn on a plattform what is good for your baby x

15. Thank You
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