Case Study

Case Study: Succeed With Social Intelligence In China

Nestlé Used The Four Ps To Capture, Manage, Analyze, And Apply Social Data

July 1st, 2015
With contributors:
Dane Anderson , Michael Barnes , Allison Smith , Flora Zhang , Bill Nagel

Summary

Non-Chinese companies with an ambition to be global leaders must listen to China's social networks, and Nestlé is no exception. In 2013, the global food giant built a social command center in China, but took a different approach than to it took to command centers in other countries. Nestlé set different goals for customer engagement, hired employees with global social listening experience and local knowledge, brought in a local social listening platform vendor with deep experience in digital marketing in China, and developed custom processes to turn social data into locally actionable insights. This case study helps customer insights professionals and marketers at non-Chinese companies understand how to use the four Ps — purpose, people, platform, and process — to create a successful local social command center in China.

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