1. ELN Game Changer: Close to mum and her community
Mascha de Wildt/Global Digital Director

2. Welcome to the grind… The battle royal of becoming a digital leader…
Digital channel presence
ERBBOFC growing
eCommerce growing
Engaged Reach BBOFC (Reach Dashboard Data – RD Applied)
82 brand websites
63% responsive
59 Facebook pages
1m CRM recruits in 2014
32% mums engaged in pregnancy
7% online sales (+36%)
500k live chats per year
16 corporate websites
47 YouTube channels
19 apps
9 Twitter accounts
38 CRM programs
17% sales uplift in BOFC
6m mums on database
100k HCPs on database
1.1m new social media followers in 2014

3. What does it mean to be a Digital Leader?
Growth rate
Exponential
Organisations
Digital Leaders
Traditional and transforming
Mead Johnson 20,9 Nestle 247 Walmart 260 shell 195 GM 60 Danone 45 L'oreal 107 amazon 175 alibaba 201,7 uber 40 airbnb 20 ?
Size by market cap
Technology adoption
Source: Forbes website, Deloitte Analysis

4. What do digital leaders do?
Content
Partners
Content
Partners
Strategic alliance with Microsoft.
Connected botlle tests – to drive sharing whenever, wherever
Extreme sports to drive content! Experience driven as part of DNA Being a first mover and innovate continuously.
Being a first mover and innovate continuously. Focus on content, commerce & services
Strategic alliances, partnerships and take overs. Amazon has over 500k alliance partners
Personalisation
(Connected) Services
Personalisation
(Connected) Services
Extreme focus – power of the crowd
Every service starts with an API (application programming interface) to create a flexible and scalable architecture
Offering the right context. Personalization is a designated department at Amazon
Offering the right context. Personalization all the way up to products
Services: Connected Game platform with API to game producers as testing.

5. How do we get there in ELN?
Accessible
She gets consistent support from across a very wide network
What she wants is instantly available where she is
Connected
Customized
She chooses & receives only what matters to her

6. Content: daily blogs

7. Partnership: content & awareness
Big parenting site: content partner
Famous chef blog and pop up restaurant!
Workshop respond :
"Amazing“ | " So inspiring“
"I learnt so much“ | " I loved it"
"It was awesome"

8. Personalisation
Step3: next generation digital ACTIVATION – influence without push
Step2: One Brand-CONNECT services&content – premium experience
Products
Experts
Science
Step1: build Expert driven CONTENT
Jenny
Your Personalised Eat Right Assistant Understand your progress
Information tailored to your preference

9. Connect with your consumer database
Connected Services
9 Months and Me
Pregnancy App 4CEE 1
Translate the content 2
Adapt the designs 3
Connect with your consumer database

10. Success by 2020 looks like… Domain Authority
By 2020 we will be the online leader in Early Life Nutrition and main source of reference for HCPs and parents alike. We deliver relevant and customised digital content to parents and HCPs through service and products at all appropriate touchpoints, anchored on our 1000 day vision
Domain Authority
Result 2020 KPI”S
ERRBOFC = 50%
Digital Media spend = 50%
MS Online channel > 50%

11. The job to be done to become a digital Leader: Strategy map
Accessible
Accessible
What she wants is instantly available where she is
Information sources should be free and conveniently accessible
Job to be done:
Content formats and Digital profiling
Partnerships
Technology and
Analytics
Scaling innovation
Knowledge & Education …
Expects personalized content
Professional networks and forum are key
She gets consistent support from across a very wide network
She chooses & receives only what matters to her
Connected
Customized
Connected
Customized
Strategic pillars
Build consumer and content journeys
Technology at heart
Services Value streams
Change Management, mindset and education 1 2 3 4

12. Regional innovation labs
Our key focus in 2016: 1
Build consumer and content journeys 2
Technology at heart
DNELN CONTENT 3
Services Value streams 4
Change Management mindset and education
Regional innovation labs
Foundation| Functions | Technology use

13. How will we get there with CBU’s in different digital phases
How will we get there with CBU’s in different digital phases? Progressive solutions model:
INITIATING
EMERGING
FOCUSING
ADVANCING
OPTIMISING
STAGE
STAGE
STAGE
STAGE
STAGE 1. 2. 3. 4. 5.
BRAND PRESENCE
BRAND ENGAGEMENT
MULTI-CHANNEL CONNECTIONS
CROSS-CHANNEL CONNECTIONS
LIFETIME CONSUMER EXPERIENCES
DIGITAL MATURITY
Technology solutions (architectural framework + applications)
1970- Technology core
Mainframes
Distributed Terminals
Core Computing
1980- Technology enablement
Office Computing
Mini-Computers
Word Processing
Spreadsheets
Home Computing
1990- technology collaboration
PC Revolution
Network Computing
Relational Databases
Client-Server Applications
2000- technology engagement
Internet Revolution
Browser Wars
Customer Engagement
Intranet Applications
Broadband
2010- digital
Mobile Smartphones
Tablets
Cloud Computing
Big Data – Analytics
Social Media
Wearables
Enablers:
LTE Bandwidth
Location-based GPS
2020- exponential
Sensing
Home Automation
Digital Cars
Digital Money
Quantum Computing
3D Printing/ Manufacturing
Educational and assessment materials (functional driven)
LIVECHAT
API LAYER / COMPONENTS
Organizational Design and competences
PRODUCT INFORMATION MNG
Measurement of Business impact (KPI sets, investments/resource allocation)

14. Your own pace, your own learning Yet beware: do nothing is not an option…
Welcome… IN THE GRIND