Nestlé eyes internal social network

Nestlé is developing an internal social network to “crowdsource” innovation ideas from employees across the world.


The Kit-Kat and Nescafe owner’s digital marketing team is working with their counterparts in PR to develop a system that will generate insight quicker and at a lower cost.

Pete Blackshaw, head of digital and social media at Nestlé told Marketing Week that it is working on ways to “apply the principles of the social network to internal knowledge sharing”.

“We are doing quite a bit of work on that front in terms of how we reinvent peer to peer knowledge sharing even within the larger Nestlé network…….Those things are really exciting we are definitely testing them on that front”.

He adds: “At a very high level I believe that listening systems will help companies get to insights a lot faster at lower cost. And that is very promising for us.”

Several brands are looking to social networks to improve internal communications strategies. Coca-Cola plans to introduce social media elements to its online staff engagement programme, My KO.

Sainsbury’s is also trialing social networks in regions around the UK to help store staff share best practice.

Elsewhere, Blackshaw says that although the company is “progressing considerably” in developing digital marketing it does not spell the end of investment in traditional media such as television.

He adds: “There is something about the power of social engagement around a TV show that may very well drive retention, we may have to think differently about the way that we price it, or think differently about the way we plan TV copy knowing that there are so many additional things that may happen around the show.

But there is no question that sight sound and motion which is at the heart of TV ad copy is powerful and probably won’t go away any time soon. That said I think that digital has a very important role in optimising that medium.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here