Nestle Social Media Crises

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Nestle\'s response to anti-Nestle fans on Facebook demonstrates why public relations practitioners need to learn the most effective way to communicate in the Web 2.0 world.

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  • Corrective action: commitment to using only “Certified Sustainable Palm Oil” by 2015 Denial: “No we don’t [buy palm oil from Sinar Mas” and shifting blame: “we buy palm oil from different suppliers. At this point in time these suppliers of palm oil say they can’t currently guarantee that one particular company is excluded, due to the mingling of palm oil in a very complex supply chain” Reducing offensiveness: “We are concerned about the threat to the environment in South East Asia caused by the planting of palm oil plantations” After Greenpeace 2009 “Illegal Forest Clearance” report did own investigations and dropped Sinar Mas; mentions Nestle Supplier Code for standards in sustainability and environment
  • First post is appropriate for matching corrective action and offensiveness: Nestle Nestlé and palmoil: we're concerned. We announced our commitment to using only Certified Sustainable Palm Oil by 2015. We have accelerated investigation of palm oil supplies to identify any unsustainable palm oil. Given our uncompromising food safety standards, we have done this in a deliberate manner as we use palm o...il for food and not soap or other personal care products. More: http://tinyurl.com/nestlepalmoil March 17 at 10:00am But response to a comment gets a bit “snippy”: Nestle I suppose I could repeat 'as fast as food safety allows' and then you could repeat your post. 2015 is the year that many industrial users of palm oil are aiming at to have fully switched to sustainable palm oil. March 17 at 12:10pm · Report March 18 say more of the same from original post, except for “and as we said yesterday, we have replaced the Indonesian company Sinar Mas…” And then we get this: Nestle We welcome all comments, but please don't post using an altered version of our logo as your profile pic. And please read our statement to answer many questions: http://tinyurl.com/nestlepalmoil . March 18 at 7:11pm March 18 8:53 pm – WWF palm oil scorecard March 19 Nestle To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic - they will be deleted. March 19 at 1:26am
  • Paul Griffin Hmm, this comment is a bit "Big Brotherish" isn't it? I'll have whatever I like as my logo pic thanks! And if it's altered, it's no longer your logo is it! (March 19 at 1:42am) Nestle @Paul Griffin - that's a new understanding of intellectual property rights. We'll muse on that. You can have what you like as your profile picture. But if it's an altered version of any of our logos, we'll remove it form this page. (March 19 at 1:45am) Paul Griffin Not sure you're going to win friends in the social media space with this sort of dogmatic approach. I understand that you're on your back-foot due to various issues not excluding Palm Oil but Social Media is about embracing your market, engaging and having a conversation rather than preaching! Read www.cluetrain.com and rethink! (March 19 at 1:51am) Nestle Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus. (March 19 at 1:53am) Darren Smith Freedom of speech and expression (March 19 at 1:53am) Nestle you have freedom of speech and expression. Here, there are some rules we set. As in almost any other forum. It's to keep things clear. (March 19 at 1:55am) Paul Griffin Your page, your rules, true, and you just lost a customer, won the battle and lost the war! Happy? (March 19 at 1:56am) Nestle Oh please .. it's like we're censoring everything to allow only positive comments. (March 19 at 1:58am) Helen Constable I'd like to know if the person writing the comments for Nestle, actually has the backing from Nestle? I doubt it. Even a dumb ass company like them would get such an idiot to be their public voice. (March 19 at 3:10am) Nestle I think you missed out the 'not' there, Helen (March 19 at 3:12am) Helen Constable Yes well I'm lacking in the first morning NOT NESTLE coffee. I think you missed your manners in your comments. (March 19 at 3:14am) Matt Konig I'm not sure why you dislike the moulding of your kitkat logo into "killer" I personally think it's quite catchy (March 19 at 3:16am) Nestle @Matt - you could start here: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm (March 19 at 3:20am) Hyra Zaka is a nestle rep running this page????? (March 19 at 3:39am) Nestle We welcome debate, @Hyra - from any opinion. It helps us to know what people think and feel. (March 19 at 3:44am) Nestle As you can see we're learning as we go. Thanks for the comments. (March 19 at 10:03am) Nestle This (deleting logos) was one in a series of mistakes for which I would like to apologise. And for being rude. We've stopped deleting posts, and I have stopped being rude. (March 19 at 12:29pm)
  • Helen Constable I'd like to know if the person writing the comments for Nestle, actually has the backing from Nestle? I doubt it. Even a dumb ass company like them would get such an idiot to be their public voice. (March 19 at 3:10am) Nestle I think you missed out the 'not' there, Helen (March 19 at 3:12am) Helen Constable Yes well I'm lacking in the first morning NOT NESTLE coffee. I think you missed your manners in your comments. (March 19 at 3:14am) Matt Konig I'm not sure why you dislike the moulding of your kitkat logo into "killer" I personally think it's quite catchy (March 19 at 3:16am) Nestle @Matt - you could start here: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm (March 19 at 3:20am) Hyra Zaka is a nestle rep running this page????? (March 19 at 3:39am) Nestle We welcome debate, @Hyra - from any opinion. It helps us to know what people think and feel. (March 19 at 3:44am) Nestle As you can see we're learning as we go. Thanks for the comments. (March 19 at 10:03am) Nestle This (deleting logos) was one in a series of mistakes for which I would like to apologise. And for being rude. We've stopped deleting posts, and I have stopped being rude. (March 19 at 12:29pm)
  • Then we go back to the normal posts: Nestle and palm oil: We care and will continue to pressure our suppliers to eliminate any sources of palm oil which are related to rainforest destruction. Read more: http://tinyurl.com/nestlepalmoil Less commenting on responses trying to save whatever dignity they have left in the social media realm
  • Nestle Hi everyone - We do care and will continue to pressure our suppliers to eliminate any sources of palm oil which are related to rainforest destruction. We have replaced the Indonesian company Sinar Mas as a supplier of palm oil for further shipments. Read more: http://tinyurl.com/nestlepalmoil Statement on palm oil There have been recent questions raised about Nestlé and palm oil.We share the deep concern about the serious environmental threat to rainforests and peat fields in South East Asia caused by the planting of palm oil plantations. ... March 19 at 5:37am · Comment · LikeUnlike · Share · Report Christian Hunt But you still buy Sinar Mas oil via Cargill, right? (March 19 at 5:40am) Nestle Nestlé UK do purchase palm oil from Cargill and have sought assurances from them about their supply chain. Cargill has informed us that Sinar Mas needs to answer Greenpeace’s allegations by the end of April. They have indicated that they will delist Sinar Mas if they do not take corrective action by then. (March 19 at 5:45am)
  • Nestle For Cargill see: http://www.cargill.com/corporate-responsibility/pov/palm-oil/index.jsp . We are moving to sustainable palm oil as fast as food safety and the complex supply chain will allow - see above. (March 17 at 11:01am) Adrian Peters So is it true that you're still buying unsustainable palm oil as Mr Woolley points out? Also '...by 2015, ' in five years a lot of irreplaceble forest could be wiped out by then. Simply put Kit Kats bear no importance to life compared to ancient endangered forests , which is more important in reality? Surely you can use other less damaging oils instead of palm oil. No? (March 17 at 11:40am) Nestle I suppose I could repeat 'as fast as food safety allows' and then you could repeat your post. 2015 is the year that many industrial users of palm oil are aiming at to have fully switched to sustainable palm oil. (March 17 at 12:10pm)
  • Nestle Social Media Crises

    1. 1. Two Social Media Crises Nestle vs. Greenpeace and Facebook Fans
    2. 2. Nestle <ul><li>World’s leading Nutrtion, Health and Wellness company </li></ul><ul><li>Global brand </li></ul><ul><ul><li>Purina </li></ul></ul><ul><ul><li>PureLife water </li></ul></ul><ul><ul><li>Gerber </li></ul></ul><ul><ul><li>Jenny Craig, PowerBar </li></ul></ul><ul><ul><li>Crunch, Butterfinger, Wonka, Kit Kat </li></ul></ul>
    3. 3. Issue #1 <ul><li>Greenpeace launches campaign </li></ul><ul><li>Nestle getting palm oil from Sinar Mas </li></ul><ul><li>Fake Kit-Kat commercial </li></ul><ul><li>Nestle takes action to remove viral video </li></ul>
    4. 4. Response to Issue #1 <ul><li>Nestle's response to palm oil usage </li></ul><ul><li>Committed to using “Certified Sustainable Palm Oil” by 2015 </li></ul><ul><li>Cancelled contract with Sinar Mas </li></ul><ul><ul><li>Still using Cargill supplier </li></ul></ul><ul><li>Q&A appears to answer Greenpeace attack on palm oil use </li></ul>
    5. 5. Issue Management Strategies <ul><li>Palm oil response focuses on policy changes </li></ul><ul><li>Undergoing investigations of palm oil source </li></ul><ul><li>Nestle Supplier Code for non-negotiable minimum standards </li></ul><ul><li>Image repair strategies of corrective action, denial, and reducing offensiveness </li></ul>
    6. 6. Issue #2 <ul><li>Anti-Nestle chatter moves to Facebook Fan Page </li></ul><ul><li>Social media team not properly handling response to anti-Nestle comments </li></ul><ul><li>Gets more media attention for social media failure </li></ul>
    7. 7. Response to Issue #2 <ul><li>No official response yet </li></ul><ul><li>Allowing feedback to continue on Facebook </li></ul><ul><li>Very few responses from Nestle moderator </li></ul><ul><li>Redirects to Web site Q&A </li></ul><ul><ul><li>More of what we expect to see for PR driven responses </li></ul></ul>
    8. 8. Social Media Strategies <ul><li>Brand issues </li></ul><ul><li>Deleting altered images of logo </li></ul><ul><li>Rhetorical response to comments not adhering to image repair strategies </li></ul>
    9. 9. Image Repair - Ignored <ul><li>Making things worse through moderator comments on Facebook </li></ul><ul><li>Undoing any good their image repair has done on Web site </li></ul>
    10. 10. <ul><li>Nestle @Paul Griffin - that's a new understanding of intellectual property rights. We'll muse on that. You can have what you like as your profile picture. But if it's an altered version of any of our logos, we'll remove it form this page. (March 19 at 1:45am) </li></ul><ul><li>Nestle Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus. (March 19 at 1:53am) </li></ul><ul><li>Nestle you have freedom of speech and expression. Here, there are some rules we set. As in almost any other forum. It's to keep things clear. (March 19 at 1:55am) </li></ul><ul><li>Nestle Oh please .. it's like we're censoring everything to allow only positive comments. (March 19 at 1:58am) </li></ul>
    11. 11. <ul><li>Helen Constable I'd like to know if the person writing the comments for Nestle, actually has the backing from Nestle? I doubt it. Even a dumb ass company like them would get such an idiot to be their public voice. (March 19 at 3:10am) </li></ul><ul><li>Nestle I think you missed out the 'not' there, Helen (March 19 at 3:12am) </li></ul><ul><li>Helen Constable Yes well I'm lacking in the first morning NOT NESTLE coffee. I think you missed your manners in your comments. (March 19 at 3:14am) </li></ul><ul><li>Matt Konig I'm not sure why you dislike the moulding of your kitkat logo into &quot;killer&quot; I personally think it's quite catchy (March 19 at 3:16am ) </li></ul><ul><li>Nestle @Matt - you could start here: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm (March 19 at 3:20am) </li></ul>
    12. 12. <ul><li>Hyra Zaka is a nestle rep running this page????? (March 19 at 3:39am) </li></ul><ul><li>Nestle We welcome debate, @Hyra - from any opinion. It helps us to know what people think and feel. (March 19 at 3:44am) </li></ul><ul><li>Nestle As you can see we're learning as we go. Thanks for the comments. (March 19 at 10:03am) </li></ul><ul><li>Nestle This (deleting logos) was one in a series of mistakes for which I would like to apologise. And for being rude. We've stopped deleting posts, and I have stopped being rude. (March 19 at 12:29pm) </li></ul>
    13. 13. Outcomes <ul><li>Web site statements and content are appropriate </li></ul><ul><li>Redirecting Facebook fans to Web site is appropriate </li></ul><ul><li>Irreversible damage because of social media responses </li></ul><ul><li>Unclear how to fix this </li></ul><ul><li>Trying to move past it </li></ul>
    14. 16. <ul><li>Nestle For Cargill see: http://www.cargill.com/corporate-responsibility/pov/palm-oil/index.jsp . We are moving to sustainable palm oil as fast as food safety and the complex supply chain will allow - see above. (March 17 at 11:01am) </li></ul><ul><li>Adrian Peters So is it true that you're still buying unsustainable palm oil as Mr Woolley points out? Also '...by 2015, ' in five years a lot of irreplaceble forest could be wiped out by then. Simply put Kit Kats bear no importance to life compared to ancient endangered forests , which is more important in reality? Surely you can use other less damaging oils instead of palm oil. No? (March 17 at 11:40am) </li></ul>

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