{"id":14555,"date":"2014-08-14T13:10:27","date_gmt":"2014-08-14T07:40:27","guid":{"rendered":"http:\/\/blog.fusioncharts.com\/?p=14555"},"modified":"2026-01-20T14:41:48","modified_gmt":"2026-01-20T09:11:48","slug":"how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement","status":"publish","type":"post","link":"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/","title":{"rendered":"How Nestl\u00e9 Uses Data Viz for Social Media Engagement 2026"},"content":{"rendered":"Greenpeace released a viral video in 2010 highlighting Nestl\u00e9&#8217;s use of palm oil derived from unsustainable practices that devastate orangutan habitats. And the company did what any brand in a panic would do. It made a valiant attempt to remove the video. Following this, there was a strong backlash and protests from all social media communities. Nestl\u00e9 had learned its most important social media lesson, albeit in a difficult way. And the lesson is that open engagement is critical when it comes to social media.\r\n\r\nIt embraced a new social media strategy based on principles of open engagement and developed a new framework using data and insights gained from social media activities on various platforms. The insights garnered from this framework were to guide Nestl\u00e9 in all its future campaigns and help build its reputation.\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14562\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/08\/Nestle-Digital-Acceleration-Team.jpg\" alt=\"Nestle Digital Acceleration Team\" width=\"640\" height=\"432\" srcset=\"\/blog\/wp-content\/uploads\/2014\/08\/Nestle-Digital-Acceleration-Team.jpg 640w, \/blog\/wp-content\/uploads\/2014\/08\/Nestle-Digital-Acceleration-Team-150x101.jpg 150w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/>\r\n\r\nUnder the leadership of Pete Blackshaw, Global Head, Digital Marketing and Social Media, Nestl\u00e9 created the Digital Acceleration Team (DAT). DAT is the digital leadership training program for digital marketing projects at Nestl\u00e9. The 12 members of each class are available to work on short-term projects for which the Nestl\u00e9 units apply. Then they return to their units, bringing with them what Blackshaw calls \u201cdigital vitamins.\u201d These &#8220;vitamins&#8221; are the supplemental expertise that can be used to assist with the digital transformation in the graduate\u2019s home unit.\r\n\r\nIn this post, we&#8217;ll look at how Nestl\u00e9 uses <a href=\"https:\/\/www.fusioncharts.com\/dashboards\/business-operation-monitoring-dashboard\">business dashboards<\/a> to visualize data for social media monitoring and engagement.\r\n\r\nIf you\u2019re looking for a\u00a0<a href=\"https:\/\/www.fusioncharts.com\/fusioncharts\">Data Visualization Tool<\/a>, we suggest using fusioncharts for data visualization.\r\n\r\n<!--more-->\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_71 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/#The_Training_Program\" title=\"The Training Program\">The Training Program<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/#How_Does_Data_Visualization_Play_a_Key_Role_Inside_a_DAT_Center\" title=\"How Does Data Visualization Play a Key Role Inside a DAT Center?\">How Does Data Visualization Play a Key Role Inside a DAT Center?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/#Final_Thoughts\" title=\"Final Thoughts\">Final Thoughts<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/#Recommended_Read\" title=\"Recommended Read\">Recommended Read<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/#References\" title=\"References\">References<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Training_Program\"><\/span><b>The Training Program<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\nIn an interview published in <a href=\"https:\/\/sloanreview.mit.edu\/article\/testing-123\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i>MIT Sloan Management Review<\/i><\/a>,<i> <\/i>Pete Blackshaw explains the working of the DAT.\r\n\r\n<i>\u201cWe divide their time in three different areas: community management for some of our top global brands, like KitKat, Nescaf\u00e9, Maggi, Nestea and the like. Hackathons, team projects, almost like a VC model where we would make our capacity from the Digital Acceleration Team [DAT] available to business units and functions who would compete for the DAT\u2019s time. That would focus on really, really quick projects, things like mobile solutions in emerging markets. We\u2019ve done probably over 100 projects since we started the program. The other piece is really intense training and thought leadership. After eight months, they go back to their markets and either lead digital in those particular regions, or just work on traditional marketing but have those digital vitamins as a back-up.\u201d<\/i>\r\n\r\nDAT works on the core disciplines of Listening, Engaging, Inspiring, and Transforming. It makes extensive use of real-time listening and data visualization to tap on online conversation and interactions as and when they happen.\r\n<h2><span class=\"ez-toc-section\" id=\"How_Does_Data_Visualization_Play_a_Key_Role_Inside_a_DAT_Center\"><\/span><b>How Does Data Visualization Play a Key Role Inside a DAT Center?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-14558\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/08\/Nestle-DAT-office-vevey.png\" alt=\"Nestle DAT office vevey\" width=\"768\" height=\"428\" srcset=\"\/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-office-vevey.png 853w, \/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-office-vevey-150x84.png 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14557\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/08\/Nestle-DAT-data-visualization.jpg\" alt=\"Nestle DAT data visualization\" width=\"640\" height=\"427\" srcset=\"\/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-data-visualization.jpg 640w, \/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-data-visualization-150x100.jpg 150w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/>\r\n\r\nA typical DAT center has rows upon rows of flat-panel screens mounted on the walls for easy scanning of data. This process can be done across several desktops, glass walls, a hushed, generally high-tech atmosphere, and streams of live data visualized for rapid analysis.\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14556\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/08\/Nestle-DAT-Dashboard.jpg\" alt=\"Nestle DAT dashboard\" width=\"460\" height=\"276\" srcset=\"\/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-Dashboard.jpg 460w, \/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-Dashboard-150x90.jpg 150w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/>\r\n\r\nOn a typical day, the team monitors millions of posts each day on topics ranging from the latest cute dog photo on the Purina pet food website to who was drinking Nescafe to real-time recipe tweets.\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14560\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/08\/Nestle-Data-Visualization.jpg\" alt=\"Nestle Data Visualization\" width=\"450\" height=\"282\" srcset=\"\/blog\/wp-content\/uploads\/2014\/08\/Nestle-Data-Visualization.jpg 450w, \/blog\/wp-content\/uploads\/2014\/08\/Nestle-Data-Visualization-150x94.jpg 150w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/>\r\n\r\nThe team monitors metrics like volume of conversations, sentiment level and benchmarks it against other players by making effective use of data viz.\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14561\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/08\/Nestle-Data-visualization.png\" alt=\"Nestle Data visualization\" width=\"731\" height=\"438\" srcset=\"\/blog\/wp-content\/uploads\/2014\/08\/Nestle-Data-visualization.png 731w, \/blog\/wp-content\/uploads\/2014\/08\/Nestle-Data-visualization-150x90.png 150w\" sizes=\"auto, (max-width: 731px) 100vw, 731px\" \/>\r\n\r\nThey also spend time listening and figuring out when and where to engage and how to communicate with consumers in the right context.\r\n\r\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14559\" src=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/gallery\/blog\/2014\/08\/Nestle-DAT-personal-dashboards.png\" alt=\"Nestle DAT personal dashboards\" width=\"790\" height=\"475\" srcset=\"\/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-personal-dashboards.png 790w, \/blog\/wp-content\/uploads\/2014\/08\/Nestle-DAT-personal-dashboards-150x90.png 150w\" sizes=\"auto, (max-width: 790px) 100vw, 790px\" \/>\r\n\r\nThe center\u2019s screens are set up to spot trouble. &#8220;<i>When there are a high number of comments<\/i>,&#8221; Blackshaw adds, <i>&#8220;it alerts you that you need to engage.&#8221;<\/i><i> <\/i>That can mean a real-time online response from a team member.<i> \u201cIf there is a negative issue emerging, it turns red.&#8221;<\/i>\r\n\r\n\r\n\r\nThrough such effective social media engagement with the help of <a href=\"https:\/\/www.fusioncharts.com\/charts\/realtime-charts\/\" target=\"_blank\" rel=\"noopener noreferrer\">real-time data visualization<\/a>, Nestl\u00e9 climbed to the 12th spot from 16th in 2011 in the Reputation Institute&#8217;s index of the world&#8217;s most reputable companies. In 2013, Nestl\u00e9 joined the <a href=\"https:\/\/www.forbes.com\/sites\/jacquelynsmith\/2013\/04\/09\/the-worlds-most-reputable-companies-2\/3\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forbes Top 10 List of The World\u2019s Most Reputable Companies<\/a>.\r\n<h2><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span><b>Final Thoughts<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\nConsumer complaints are not something new. What is new, is the medium. By doing it online, consumers make sure they are heard. In order to be successful, brands have to engage with these conversations and resolve issues before it is too late. Real-time data visualization can go a long way in making sense of these digital conversations and helping brands make the right decisions at the right time using <a href=\"https:\/\/www.fusioncharts.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">interactive JavaScript graphs<\/a>.\r\n<h3><span class=\"ez-toc-section\" id=\"Recommended_Read\"><\/span>Recommended Read<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n<a href=\"https:\/\/fusioncharts.com\/blog\/how-pg-uses-data-visualization-to-uncover-new-opportunities-for-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\">How P&amp;G uses data visualization to uncover new opportunities of growth?<\/a>\r\n\r\n<a href=\"https:\/\/www.fusioncharts.com\/whitepapers\/effective-decision-making-through-data-visualization\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cTowards Effective Decision-Making Through Data Visualization: Six World-Class Enterprises Show The Way\u201d<\/a> [White Paper]\r\n<h3><span class=\"ez-toc-section\" id=\"References\"><\/span>References<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n<ul>\r\n \t<li><a href=\"https:\/\/sloanreview.mit.edu\/article\/testing-123\/\" target=\"_blank\" rel=\"noopener noreferrer\">How Digital Acceleration Teams Are Influencing Nestl\u00e9\u2019s 2,000 Brands<\/a><\/li>\r\n \t<li>Nestle: Engagement in a hostile digital world<\/li>\r\n \t<li><a href=\"https:\/\/uk.reuters.com\/article\/2012\/10\/26\/uk-nestle-online-water-idUKBRE89P07Q20121026\" target=\"_blank\" rel=\"noopener noreferrer\">Insight &#8211; At Nestle, interacting with the online enemy<\/a><\/li>\r\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Greenpeace released a viral video in 2010 highlighting Nestl\u00e9&#8217;s use of palm oil derived from unsustainable practices that devastate orangutan habitats. And the company did what any brand in a panic would do. It made a valiant attempt to remove the video. Following this, there was a strong backlash and protests from all social media [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[105,483,542,541,543],"coauthors":[674],"class_list":["post-14555","post","type-post","status-publish","format-standard","hentry","category-showcase","tag-data-visualization","tag-data-visualization-case-studies","tag-digital-acceleration-team","tag-nestle","tag-social-media-monitoring"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Nestl\u00e9 uses Data Visualization for Social Media Monitoring and Engagement?<\/title>\n<meta name=\"description\" content=\"See how Nestl\u00e9 maximizes social media engagement through 2026 data visualization. Read the full case study on our blog. Master brand social analytics today.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Nestl\u00e9 uses Data Visualization for Social Media Monitoring and Engagement?\" \/>\n<meta property=\"og:description\" content=\"See how Nestl\u00e9 maximizes social media engagement through 2026 data visualization. Read the full case study on our blog. Master brand social analytics today.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fusioncharts.com\/blog\/how-nestle-uses-data-visualization-for-social-media-monitoring-and-engagement\/\" \/>\n<meta property=\"og:site_name\" content=\"FusionBrew - The FusionCharts Blog\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-14T07:40:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-20T09:11:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.fusioncharts.com\/blog\/wp-content\/uploads\/2014\/08\/Nestle-Digital-Acceleration-Team.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"432\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Shilpi Choudhury\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" 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