Digital brand-building the Nestlé way

Geoffrey Precourt

Pete Blackshaw, Nestlé global head of digital and social media, finds time every day to review his company's Facebook pages – all 600 of them.

"I've been in my job for 16 months," he told a Southern California morning audience at the Association of National Advertisers' (ANA) 2012 Digital & Social Media Conference. "Or about 50 social-media years."

Blackshaw already is a big name in the digital world. He was an early digital visionary at Procter & Gamble, founded PlanetFeedback, spent 2007-2011 as Nielsen Online EVP/digital strategic services, and is still collecting royalties from his 2008 book, Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.

Even as the digital system expands exponentially, Blacksmith's message to the ANA audience was simple: "Embrace the fundamentals and you'll move a lot faster."