Nestle's Social Media Disaster 2010

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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.
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March 17-28, 2010
68related 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.com
Jim Kaczkowski
Contact@marketingcavalry.com

We are “pro-orangutan”

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Nestle's Social Media Disaster 2010

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