Nestle's Social Media Disaster 2010
16
A SOCIAL MEDIA NIGHTMARE IN NESTLÉ'S EASTER BASKET How a Social Media backlash impacted a global food giant.
-
Upload
marketingcavalrycom -
Category
Business
-
view
15.926 -
download
1
description
A chronology of a PR disaster for Nestle, driven by social media.
Transcript of Nestle's Social Media Disaster 2010
A SOCIAL MEDIA NIGHTMARE IN NESTLÉ'S EASTER BASKET
How a Social Media backlash impacted a global food giant.
WHAT ARE WE TALKING ABOUT?
Many global marketing companies are “sitting on the sidelines” looking for opportunities to “commercialize” social media.
What follows is a chronology: NOT of commercialization but of a public relations and market nightmare for a global company.
If your company values its brands and consumer relationships and you don’t have a rapid social media recovery strategy, please learn from the following . . .
MARCH 17, 2010 Greenpeace accuses Nestle of
contributing to de-forestation as a result of its choice of palm-oil suppliers in Indonesia
http://www.greenpeace.org/usa/
MARCH 17, 2010 Orangutans are threatened by the
deforestation
. . . Not good news for the folks in marketing.
MARCH 17-28, 2010
68 related YouTube videos attract 1.2 Million views.
http://www.youtube.com/results?search_query=nestle+palm+oil&search_type
=&aq=f
MARCH 17, 2010 Collateral Greenpeace videos are tagged
with message about Nestle palm oil policy1.1 Million Views (as of 3/28/10)
http://www.youtube.com/watch?v=odI7pQFyjso
MARCH 17-28, 2010 Nestlé's Facebook Page is overwhelmed
with negative comments
MARCH 17-28, 2010 Nestlé's Facebook Page is overwhelmed
with more negative comments
MARCH 19, 2010 Nestlé responds with a web site statement
that says supplier was terminated
MARCH 29, 2010 Social Media community remains skeptical
MARCH 29, 2010 Negative Twitter comments re: “Nestle
Palm Oil” appear every 15 minutes
MARCH 29, 2010 The Wall Street Journal picks up the
story . . .
SO, LET’S LOOK AT THE SCOREBOARD 1 week before the Easter holiday in the
US 1.2 Million Negative YouTube Videos 95,000 Nestle Facebook fans seeing
negative messages Negative Twitter Tsunami The Wall Street Journal is spreading the
story 1 week before the Easter holiday in the
US
SO WHAT DO WE LEARN?
If you’re an iconic brand, don’t underestimate social media as a shaper of your brand.
If you’re an iconic brand, establish a 360 best practices perspective TODAY.
Have a rapid response plan in place to deal with social media.
Don’t mess with Orangutans
WANT TO TALK?
We love this stuff. We like avoiding problems even more.
MarketingCavalry.comJim Kaczkowski
WE ARE “PRO-ORANGUTAN”
