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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).

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

Published in: Education, Technology

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

  1. 1. La gestion de crise à l’ère du Web en temps réel Étude de cas Patrice Leroux 26 mai 2010
  2. 2. 17 mars 2010: lancement de la campagne Greenpeace Nestlé Killer http://www.greenpeace.org/international/campaigns/climate-change/kitkat
  3. 3. http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
  4. 4. http://www.facebook.com/greenpeace.international
  5. 5. Twitter pour relayer l’information. On parle d’un «Twitstorm»...
  6. 6. http://www.greenpeace.org.uk/files/po/b-index.html
  7. 7. Source: http://vimeo.com/10236827
  8. 8. http://www.facebook.com/pages/Your-Nestle-comments-wont-get-deleted-here/ 100384110002109
  9. 9. Consulté le 29 mars 2010
  10. 10. Consulté le 1e avril 2010
  11. 11. Une rue du quartier de Croyndon au sud de Londres Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/ 4439852239/
  12. 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. 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. 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. 15. http://www.nestle.com/MediaCenter/SpeechesAndStatements/AllSpeechesAndStatements/statement_Palm_oil.htm
  16. 16. http://www.greenpeace.org/international/campaigns/climate-change/kitkat
  17. 17. La conversation se poursuit... http://www.facebook.com/Nestle
  18. 18. La crise fortuite Le volcan Eyjafjöll
  19. 19. Twitter British Airways http://twitter.com/britishairways
  20. 20. http://twitter.com/CDGFACILE
  21. 21. Carpool Europe http://www.facebook.com/carpooleurope
  22. 22. http://www.facebook.com/pages/I-need-to-get-home-Volcanic-Ash/119877481359138
  23. 23. Merci de votre attention Patrice Leroux patrice.leroux@umontreal.ca http://twitter.com/patriceleroux http://patriceleroux.blogspot.com/
  24. 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. 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. 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

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