At Valtech's latest breakfast meeting, Jonathan Astor (Social Business Director) presented Valtech's stepwise approach to building a social business strategy. In this presentation you will also learn from Chr. Hansen's first hand experience. Interested in knowing more? Please contact jonathan.astor@valtech.com

2. Founded Employees worldwide Employees in DK Offices worldwide

3. We design, build and nurture your digital ecosystem
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Execute
your
strategy
using
technology
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Redefine
your
business
strategy
!
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Transform
your
organisa1on
!
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Innovate
your
customer
touch
points
• Content
Management
• Customer
Engagement
• B2B
&
B2C
E-­‐
Commerce
• Mobile
Solu1ons
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IT
• Digital
Strategy
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case
and
KPIs
• Customer
Insights
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Business
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transforma1on
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development
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and
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STRATEGY! CREATIVITY! TECHNOLOGY! AGILITY!

4. May 2013
Social Business @Chr. Hansen
!

5. Agenda#
#
• Approach to Social Business#
• Chr. Hansen_Strategy and Organization#
• Next Steps_Q&A?#
#

7. STARTING POINT!

8. Meet Steve#

9. Steve had an idea#

10. Product Development#

11. Sales#

12. OPERATIONAL EFFICIENCY#
Risk Reduction!
Zero Cost Market Research#
Low Cost Prototyping#
Low Cost Investor Relations#
Low Cost Marketing#
MARKET RESEARCH_INNOVATION#
Crowdsourced product development#
User Testing#
Community Participation #
#
BRAND HEALTH#
High Brand Recognition#
High Brand Recall#
Positive Word of Mouth#
MARKETING
OPTIMIZATION#
10,854 Brand Advocates!
Word of Mouth#
Viral Spread#
#
REVENUE GENERATION!
10,854 Sales (Pre-production)!
$759,422 Turnover#
Short Sales Cycle (27 days)!
Apple Store Distribution 2 Months!
BUSINESS#
GOAL#

13. ANYTHING MORE RELEVANT TO!
THE CULTURES AND ENYMES!
BUSINESS?!

14. Meet David !

15. Fold.it_240,000 Registered Users#

16. !
PROBLEM:!
TIME TO MARKET!

18. Fold.it_240,000 Registered Users#

22. THE JOURNEY HAS STARTED!
WE ARE LISTENING TO A NEW!
TREND_KEFIR.!

24. Social Listening
Kefir Yoghurt: Picking up the Trend Early#
Regional Differences Purchasing Drivers
Unmet Need
Purchasing Barriers

25. a data driven process!
Let the data do the talking!

26. Data Driven Process!
Internal#
Data#
Social #
Data#
Identifying#
project#
focus#
areas#
#
#
Strategic#
Engagement#
Identifying high value opportunities# Identifying engagement plan#
Internal
Stakeholder
Analysis
Identifying
relevant
touchpoints
Inside Out
Outside In
Social#
Insights#
#
Business#
Insights#
Internal
Stakeholder
Analysis

27. Answering– where would you like to gain value?!
where can social media impact Chr Hansen’s SPM Process?!
Prospecting
(new customers)
Learn
Stimulate &
Qualify Diagnose
& Develop
Support
Chr.Han!
Lifecycle !
(Selling)!
Develop Business Strategy
Determine Needs.
High Level Exploration
Identify Solution
Qualify Solution
Conduct Trial
Implement
Customer
lifecycle!
(Buying)!
Raise
Awareness
Close
Technical &
Commercial
Proof Upsell
Advocacy
Select Solutions
Evaluation
Market
Research
Marketing Business Development
Support
Sales
Mktg
Comms
Marketing
R&D
?#
?#

28. Social Data_!
Social Listening!

29. valtech!-! Focused Strategic Listening!
Insights and opportunities pulled from social media and pushed to internal stakeholders.#
PRODUCT INFO
CENTER!
SOCIAL
SOURCES!
!
SPECIALIST!
COMMUNITIES!
Social
Media
Monitoring
Tool
Strategic recommendation:
!
USE OF A SOCIAL
“PULL INSIGHTS”
SERVICE TO !
CHR.HAN.!
SOCIAL
LISTENING!
Segment
Data
SOCIAL
ANALYSIS!
Extract
Insights
SALESFORCE!
MARKETING!
R&D!
CORP COMMS!
MARKET RESEARCH!
SUPPORT!
!
Pulling
insights
from
social
web
DASHBOARD
CUSTOMIZED
FOR SPECIFIC
DIVISIONAL
NEED.!

30. valtech!-! How Much Conversation is out there?!
Blogs!
Forums!
Twitter!
Blogs!
Forums!
Twitter!
11,634#
28,302#
86,454#
6,366#
1,255#
1,345#
Food and Beverage#
In relation to coloring #
in general#
Food and Beverage focused on #
Artificial and Synthetic Coloring vs. Natural #

31. valtech!-! Are our buyers Active?!
hIp://molecularbiology.forums.biotechniques.com
hIp://www.dairyscience.info/forum/
hIp://www.facebook.com/DairyFoods
839 members
Blog on fermented foods, dairy
6,590 members
hIp://www.nourishingdays.com/2009/07/the-­‐benefits-­‐of-­‐fermented-­‐food-­‐dairy/
Consumer Forums and Blogs
623 members
12,065+ members

32. valtech!-! Chr. Hansen – Are our customers actually using social media?!
Current Customer Contacts Footprint#
Member of following open groups on Linkedin
MAPPING EXISTING CUSTOMERS SOCIAL FOOTPRINTS!

33. *Dairy Science & Food Technology Forum brings in dialogue from the wider scientific community and industry.
valtech!-! Can we generate leads?#

34. valtech!-! Can we find partners?#
Brian is looking for collaboration on LinkedIn to manufacture probiotic drinks !
It turns out that Brian is working with strategic
consultancy on Product Sourcing and
Technology for big companies like (Wyeth)
Pfizer and GlaxoSmithKline. #
#
STC are now looking for a contractor to help
manufacture probiotic drinks.#
About STC!
STC was founded in 2009 by Brian Fox
and Robert Baker, based on 25 years’
experience in technical regulatory and
design for the pharmaceutical industry. The
company is designed to be flexible and
responsive, delivering our clients exactly
the right expertise at exactly the right time.#

35. Big Challenge!
Chr. Hansen aren’t part of the conversation!

36. valtech!-! Our Share of Voice?!
#
#
Danisco, 26069, 32%!
Cargill, 16812, 20%!BASF, 10313, 13%!
DSM, 9384, 11%!
WILD, 6030, 7%!
Sacco, 4778, 6%!
Chr. Hansen, 4659, 6%!
GNT, 1228, 2%!
Sensient, 1133, 1%!
DDWilliamson, 975, 1%! Naturex,
959, 1%! CSK, 324, 0%!
Institut Rosell, 116, 0%!

37. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
37
Chr. Hansen
Social Media BI
CHY-MAX enzymes

38. 38
Today’s key points
natural colors from tumeric,
grape skin and annatto
# Who we are
# B2B goes social?
# Organizational challenges
# Moving forward

39. 39
We are
# A global supplier of bioscience based
ingredients to the food, health,
pharmaceutical and agricultural industries
# We mainly produce cultures and dairy
enzymes, probiotics and natural colors
# Our leading market positions stem from
innovative products and production
processes, long-term customer
relationships and intellectual property
Chr. Hansen scientists

40. 40
Chr. Hansen in brief
Chr. Hansen HQ
Hørsholm, Denmark
# Founded in 1874 in Copenhagen by Danish
pharmacist Christian D.A. Hansen
# Listed on NASDAQ OMX Copenhagen
# 2011/12 turnover EUR 699 million
# Organic growth ambitions of 7-9% annually
# Approx. 2,450 employees

41. 41
Chr. Hansen globally
# Customers in approx. 140 countries
# Production facilities on five continents
# Subsidiaries and representative offices in 30 countries

42. Email Blasts! Email Blasts!
Industry
Magazines!
Online business
directory
Peer and experts
forum and
dicussions!
B2B goes social?

43. # --
Organiza1onal
challenges

44. Barriers: Low Probiotic Count
!

45. milk
45
# We develop and produce cultures, enzymes
and probiotics for the dairy industry in
particular
# … and for the food industry in
general – e.g. for wine and meat
# Our ingredients determine taste,
appearance, nutritional value and health
benefits
# We are the global market leader in dairy
ingredients
# Actually… every other cheese in the world
contains our enzymes
Cultures & Enzymes
Division

46. # We develop and produce natural colors for
the food industry
# We focus on natural colors in:
# Beverages
# Confectionery
# Ice cream
# Dairy and fruit preparations
# Prepared Food
# Our colors originate from natural sources
like berries, roots and seeds
# We are global frontrunners in
encapsulation and stabilization techniques
Natural Colors
Division
natural color
46

47. probiotic tablets
47
# We develop and produce products for
dietary supplements, pharmaceuticals,
infant formula and animal feed
# Our key offering is probiotic cultures with
documented effect
# For humans
# For animals
# We believe in strong research and
documentation through clinical study
program trials
Health & Nutrition
Division

48. Global Sales
Corporate
Communications
Marketing

49. Industry
Chr.
Hansen
Product
Area
Food
Science
&
Technology
Food
&
Health

50. Research
&
Development
Supply
chain
&
Plant
management
MarkeHng
&
Category
management

51. # --
Unified
Pilots
ü Unified
Vision
ü Unified
Strategy
ü Unified
Tac1cs
ü Unified
Workflow
ü Individual
Goals

52. Open organization?
• Giving the party
• IP issues
• Who to include?
• Open innovation

53. Chr.
Hansen’s
Social
Business
ini1a1ve
will:
ü deliver
measurable
contribu1on
today
to
build
the
case
ü provide
1mely
intelligence
to
core
business
func1ons
ü educate
as
to
‘digital-­‐mindset’
ü build
the
infrastructure
for
sustainable
success
ü contribute
to
our
customer-­‐centric
vision
ü inspire
influencers
to
become
ac1ve
advocates
ü open
Chr.
Hansen
up
to
new
key
stakeholders

54. # --
Unified
Strategy
LISTEN
ENGAGEMEASURE

55. Ac1on
Advocacy
Engagement
Awareness
Support
AcHon
Advocacy
Engagement
Awareness
Support
Ac1on
Advocacy
Engagement
Awareness
Support

56. 1:1
Forums+LinkedIn
1:Many
TwiMer+YouTube

57. 1:MANY
Opportuni1es
to
engage
34,560
Food
&
Beverage
Brand
Managers
206
Marke1ng
Managers
in
the
Infant
Nutri1on
1061
FMCG
&
CPG
Groups

58. 1:MANY
Opportuni1es
to
engage
-­‐
SALT
1822

59. 1:Many
Content
Development

60. 1:1
Opportuni1es
to
engage
-­‐
SALES
It turns out that he works on Product Sourcing and Technology for companies like
(Wyeth) Pfizer and GlaxoSmithKline. #
#
STC are now looking for a contractor to help manufacture probiotic drinks.#

61. WHAT
WE
WILL
MEASURE
# Category & Marketing Managers Identified and Engaged
# Category & Marketing Managers following CH Channels
# Category & Marketing Managers / KOL’s sharing CH Content
# Leads Filtered to Sales
# Technology Requests filtered to R&D
# Share of voice – Probiotics / Salt etc..etc..
# Influencer Share of Voice
Competitor Intelligence
Consumer Insights

62. Recap_Next Steps#

63. valtech!-! Objectives!
OBJECTIVES:!
• Set a direction for social media engagement geared towards individual business unit needs. #
• Align social media goals with business unit goals.#
• Establish the infrastructure necessary to succeed. (Social Business Planning)#
– tools, training, organization, roles and responsibilities, workflows & KPI Frameworks.#
• Give experience to capitalize on business opportunities acquired through social media. #
• Actively improve internal skillsets to respond and engage.#
• Establish a measureable pilot project(s)#

64. valtech!-! Let the data do the talking!
Stakeholder#
input#
Social
Listening#
Identifying#
project#
focus#
areas#
#
#
Strategic#
Engagement#
Identifying high value opportunities# Identifying engagement plan#
Identifying#
Where#
to focus
Identifying
relevant
touchpoints
Empiric data
Analysis of data
Social#
Business#
Intelligence#
Strategic#
Focus#

65. KPI’s Set!
Marketing & Communications#
#
!
Awareness KPI’s!
#
Unique Visitors#
Impressions#
Reach#
Share of Voice#
Influencer SOV#
Mentions#
Search Rankings#
Cost per impression#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
!
Engagement KPI’s!
!
# shares / reshares#
# influencer shares#
# comments#
# discussion threads#
# @Replies / DM’s #
# positive Comments#
# views#
# downloads#
# subscribers#
# new fans and followers#
Cost per engagement#
Cost per page view#
Cost per follower#
Cost per play#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
!
Lead Gen KPI’s!
#
# Leads generated#
# Emails Captured#
# Website Referrals #
# Clickthroughs#
# Requests for contact#
# Requests for more info#
Cost per Lead#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
#
!
Advocacy KPI’s!
#
# embeds#
# bookmarks#
Share this metrics#
# inbound links#
# retweets#
# inbound links#
# high ranked influencers#
Press coverage#
Blog posts#
Cost per referral#
#
#
#
#
#
#
#
#
#
#
#
#
#
#

66. valtech!-! Governance#
OVERALL STRATEGY: GOVERNANCE, PLANNING AND INFRASTRUCTURE!

67. SMBG / CORPORATE
Role!
Local!
Role !
2012-13#
1. Develop Pilots! 2. Build! 3. Integrate! 4. Optimize!
We are
here!
Prove
business
potenHal
• Create
business
value
in
focued
areas
• Build
industry/funcHon
social
media
experHze
• Embed
social
media
in
product
area
• Consolidate
industry/funcHon
social
media
experHze
Social
becomes
a
natural
part
of
all
business
process
across
the
organizaHon
Governance #
&#
Support#
Training#
&#
Governance#
Roadmap#
Develop#
& #
Implement#
Define#
& #
Execute#
Product
Area
Integration#
Customer
Centricity
Center#
Cross
functional
Units /
Working
Groups#
2013-14# 2014-15#
Execution#
Support#
Cross
functional
Units /
Working
Groups#
Innovation &#
Customer#
Platforms#
Roadmap_!
develop_build_integrate_optimize_#

68. START BY LISTENING AND !
GETTING THE RIGHT PEOPLE!
ON THE BUS.!
!
VALTECH LISTENING !
EYE-OPENER ACHIEVED IN !
50HRS.!

69. valtech!-! Focused Strategic Listening!
Insights and opportunities pulled from social media and pushed to internal stakeholders.#
PRODUCT INFO
CENTER!
SOCIAL
SOURCES!
!
SPECIALIST!
COMMUNITIES!
Social
Media
Monitoring
Tool
Strategic recommendation:
!
USE OF A SOCIAL
“PULL INSIGHTS”
SERVICE.!
SOCIAL
LISTENING!
Segment
Data
SOCIAL
ANALYSIS!
Extract
Insights
SALESFORCE!
MARKETING!
R&D!
CORP COMMS!
MARKET RESEARCH!
SUPPORT!
!
Pulling
insights
from
social
web
DASHBOARD
CUSTOMIZED
FOR SPECIFIC
DIVISIONAL
NEED.!

70. Awareness#
Consideration#
Intent#
Support#
Loyalty#
Advocacy#
Barriers#
Pains#
Unmet Needs#
Raising Awareness#
Education#
Engagement#
Lead Generation#
Sales Cycle#
Risk Mgmt#
Support#
Retention#
Advocacy#
User Insights#
Consumer#
BtB Buyer#
Partners#
Competitors#
Niche Communities#
Key Opinion Leaders#
Investors#
Media#
KOL’s#
Empowered Specialists#
Media#
Channels#
#
Share of Voice#
Volumes#
Impressions#
Authority#
Advocacy#
Activity Levels#
#
Interests#
Influences#
Personas#
Twitter#
Forums#
Blogs#
F Facebook#
Niche#
valtech!-! Listening to?_!
Strategic & Tactical Insights#
SOCIAL!
LISTENING!
Channel!
Identiification!
Demographics
&!
Psychographics!
Audience!
Segmentation !
Sales Cycle!
Segmentation!
Influencers!
Real!
opportunities!
Identified!
That can
contribute to!
strategic goals!
Total!
Volumes!
(Social Analytics)!

71. Thank you#Thank you !