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Nestle versus Greenpeace - KitKat 2010
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Nestle versus Greenpeace - KitKat 2010

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How not to deal with Social Media. Timeline of events in the saga.

How not to deal with Social Media. Timeline of events in the saga.

Published in: Technology, Business

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Transcript

  • 1. Nestle vs. Greenpeace – Social Media March 2010
  • 2. Part 1.
    • Greenpeace’s fake Kit-Kat commercial focusing on palm oil and deforestation is released on YouTube.
  • 3. Part 2.
    •   Nestle fights back by chasing the Greenpeace video all over the internet in an attempt to get it censored
    • Nestle get it removed from YouTube, but other people re-post it there as well as posting it on Vimeo.
    • Greenpeace uses Twitter to talk about the censorship attempt
  • 4. Part 3.
    • Fueled by the momentum of the Greenpeace video, anti-Nestle discussions move away from activist blogs and land on Nestle’s facebook page.
  • 5. Part 4.
    • Echoing Nestle’s logo censorship efforts with the video on Youtube and across other channels, Nestle’s Facebook team responds to criticism on their wall by… threatening to delete comments left by individuals using modified versions of their corporate logo as avatars, which only adds fuel to the fire.
  • 6. Part 5.
    • Nestle’s social media team cause further issues in the way they respond to posts
  • 7. Part 6.
    • Finally, under fire, the Nestle rep apologized for snapping back at fans. "This (deleting logos) was one in a series of mistakes for which I would like to apologize. And for being rude. We've stopped deleting posts, and I have stopped being rude."
  • 8. Part 7.
    • Nestle stock price drops – many people feel it is as a result of the bad publicity.