Gestion de crise à l'ère du Web en temps réel
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Gestion de crise à l'ère du Web en temps réel

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Éléments de présentation pour soutenir ma conférence dans le cadre de Webcom 2010 (printemps). ...

Éléments de présentation pour soutenir ma conférence dans le cadre de Webcom 2010 (printemps).

La crise provoquée: la campagne de Greenpeace contre Nestlé (KitKat) de mars 2010.

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  • 1. La gestion de crise à l’ère du Web en temps réel Étude de cas Patrice Leroux 26 mai 2010
  • 2. 17 mars 2010: lancement de la campagne Greenpeace Nestlé Killer http://www.greenpeace.org/international/campaigns/climate-change/kitkat
  • 3. http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
  • 4. http://www.facebook.com/greenpeace.international
  • 5. Twitter pour relayer l’information. On parle d’un «Twitstorm»...
  • 6. http://www.greenpeace.org.uk/files/po/b-index.html
  • 7. Source: http://vimeo.com/10236827
  • 8. http://www.facebook.com/pages/Your-Nestle-comments-wont-get-deleted-here/ 100384110002109
  • 9. Consulté le 29 mars 2010
  • 10. Consulté le 1e avril 2010
  • 11. Une rue du quartier de Croyndon au sud de Londres Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/ 4439852239/
  • 12. À l’intérieur de l’AGA de Nestlé du 15 avril 2010 (à Lausanne) Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/ 4439852239/
  • 13. À l’extérieur de l’AGA de Nestlé du 15 avril 2010 (à Lausanne) Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/ 4439852239/
  • 14. À l’extérieur de l’AGA de Nestlé du 15 avril 2010 (à Lausanne) Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/ 4439852239/
  • 15. http://www.nestle.com/MediaCenter/SpeechesAndStatements/AllSpeechesAndStatements/statement_Palm_oil.htm
  • 16. http://www.greenpeace.org/international/campaigns/climate-change/kitkat
  • 17. La conversation se poursuit... http://www.facebook.com/Nestle
  • 18. La crise fortuite Le volcan Eyjafjöll
  • 19. Twitter British Airways http://twitter.com/britishairways
  • 20. http://twitter.com/CDGFACILE
  • 21. Carpool Europe http://www.facebook.com/carpooleurope
  • 22. http://www.facebook.com/pages/I-need-to-get-home-Volcanic-Ash/119877481359138
  • 23. Merci de votre attention Patrice Leroux patrice.leroux@umontreal.ca http://twitter.com/patriceleroux http://patriceleroux.blogspot.com/
  • 24. Références et ressources complémentaires Greenpeace et Nestlé sur rue89 http://eco.rue89.com/2010/03/31/greenpeace-contre-nestle-lheure-de-la-web-guerilla-145365 Greenpeace vs. Nestle: How to make sure your Facebook page doesn’t become a PR trojan horse – Part 1 http://thebrandbuilder.wordpress.com/2010/03/22/greenpeace-vs-nestle-how-to-make-sure-your- facebook-page-doesnt-become-a-pr-trojan-horse-part-1/ Greenpeace vs. Nestle: How to make sure your Facebook page doesn’t become a PR trojan horse – Part 2 http://thebrandbuilder.wordpress.com/2010/03/24/greenpeace-vs-nestle-how-to-make-sure-your- facebook-page-doesn%E2%80%99t-become-a-pr-trojan-horse-%E2%80%93-part-1/ Nestlé et sa page Fan facebook. Pourquoi l’échec était-il inévitable ? http://www.mediassociaux.com/2010/03/22/nestle-et-sa-page-fan-facebook-pourquoi-lechec-etait- il-inevitable/ 5 lessons from Neslté.s Facebook PR disaster http://prdisasters.com/five-lessons-from-nestles-facebook-pr-disaster/ Nestlé fails at social media http://www.techeye.net/internet/nestle-fails-at-social-media Nestlé, Greenpeace, Facebook et relations publiques dans les médias sociaux http://geoffroigaron.com/2010/04/actualite/nestle-greenpeace-facebook-et-relations-publiques- dans-les-medias-sociaux/ Nestlé sets timetable for palm oil decision http://www.guardian.co.uk/sustainable-business/nestle-cargill-palmoil Nestlé: Why a Facebook Fan Page Was Not a Good Idea (Sébastien Provencher) http://blogs.praized.com/seb/facebook/nestle-why-a-facebook-fan-page-was-not-a-good-idea/
  • 25. Références et ressources complémentaires Suite... Greenpeace et Nestlé sur Facebook : l’art de la guerre http://fr.readwriteweb.com/2010/03/30/a-la-une/greenpeace-nestl-sur-facebook-lart-de-guerre/ Que faire en cas de crise à cause des médias sociaux http://www.dialogordeath.com/que-faire-en-cas-de-crise A Chronology of Brands that got punk’d by Social Media http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social- media/ Neslté’s Facebook Page : How a company can really screw up Social Media http://blogs.bnet.com/businesstips/?p=6786&tag=col1;post-1887 What Other companies can learn from Nestle’s Facebook page http://www.labnol.org/internet/nestle-facebook-page/13208/ Nestlé Kerfuffle : Scott Douglas http://prezi.com/kmrh4fmlzsen/nestle-kerfuffle/ Nestle’s offending page http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736 A New world?: Social media protest against Nestle may have longstanding ramifications http://news.mongabay.com/2010/0320-hance_socialmedia.html
  • 26. Références et ressources complémentaires Suite... Nestle Facebook Response Leaves Sour Taste http://socialmedialibrary.co.uk/blog/2010/03/nestle-facebook-response-leaves-sour-taste/ Quick response to Nestlé but not much to report (17 mars 2010) http://www.greenpeace.org.uk/blog/forests/quick-response-nestle-not-much-report-20100317 Durant l’AGA de Nestlé (15 avril 2010) http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/4439852239/ Nestle Meets Greenpeace's Demands Following Social Media Backlash http://mashable.com/2010/05/17/nestle-social-media-fallout/ Nestlé becomes TFT's newest member http://www.tft-forests.org/news-detail.php?newsid=306 Sinar Mas. New Evidence: Rainforest and Peatland destruction http://www.greenpeace.org/belgium/Global/belgium/report/2010/4/newevidence.pdf Nestle: Taking a Bite Out of Rainforests http://members.greenpeace.org/blog/greenpeaceusa_blog/2010/03/17/nestle_taking_a Nestle Meets Greenpeace’s Demands Following Social Media Backlash http://mashable.com/2010/05/17/nestle-social-media-fallout/ Nestle/Facebook/Greenpeace Timeline http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces?c=1 Brand Monitoring : What we can learn from the Nestle-Facebook Crisis http://horngroup.blogs.com/horn_group_weblog/2010/03/brand-monitoring-what-we-can-learn-from-the- nestlefacebook-crisis.html