Greenpeace accused Nestlé of contributing to deforestation through its palm oil suppliers in Indonesia. Greenpeace launched a viral video and social media campaign criticizing Nestlé that received over 1 million views. Nestlé's initial responses of censorship and defensive comments on social media only made the situation worse. The document provides recommendations for Nestlé in the short and long term to better manage their social media and reputation in such crises. This includes monitoring social media, having a crisis response plan, and understanding how to properly engage on social media.
Greenpeace vs Nestle Kit Kat social influence case studyTiphereth Gloria
Greenpeace launched a global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened.
I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat's brand sentiment, that's clearly attributable to Greenpeace's localising the campaign.
Greenpeace accused Nestlé of contributing to deforestation through its palm oil suppliers in Indonesia, which threatened orangutans. Videos on the issue received over 1.2 million views on YouTube and Nestlé's Facebook page was overwhelmed with negative comments. Though Nestlé responded by saying the supplier was terminated, social media criticism remained. The story spread on Twitter and was picked up by the Wall Street Journal, just a week before Easter which is an important sales period. The document recommends that global brands establish social media response plans to mitigate similar crises.
Greenpeace launched a campaign against Nestle for using palm oil linked to deforestation of orangutan habitats. This resulted in a social media crisis for Nestle as they received over 200,000 emails and criticism on Facebook and Twitter. Nestle struggled to respond effectively, with immature and non-credible responses that did not address the actual issues. Experts note Nestle was unprepared for the crisis and failed to engage transparently and respectfully with consumers on social media.
The primary focus of Uber's 2017 social media strategy is to grow its online following and community by sharing more engaging, relevant content. Specific objectives include increasing unique website visitors from social media by 15% in 2 months using hashtags and links, growing Twitter followers by 20,000 in 6 months, and boosting visual content on Facebook and Instagram by 40% in 6 months. The strategy involves paid, owned, and earned social media approaches. Progress will be reported quarterly.
Managing the Social Media Tsunami: Nestlé’s Reputational Crisis Management Ba...Leo Concepcion
This document discusses Nestlé's reputational crisis management battle with Greenpeace regarding accusations of using palm oil suppliers that caused deforestation. It provides context on how social media amplified Greenpeace's campaign against Nestlé's KitKat brand. The literature review covers concepts of reputation management, crisis communication, and challenges of managing crises in the social media era where information spreads rapidly and communities can aggressively voice opinions online. Effective crisis response requires prioritizing relationship building, maintaining transparency, and adapting traditional practices for social media while addressing misinformation risks.
The document outlines a social media strategy for an organization called PT RENTALINX MEDIA SINERGI. The strategy includes optimizing profiles, running ads, and being actively involved on various social media platforms like Facebook, Twitter, YouTube, and Instagram. It also discusses content creation and delivery, engagement tactics, conversion goals, and required tools and metrics for measuring the success of the strategy.
Rene Smith gives a presentation on crisis management in the digital world. She outlines the four phases of a crisis: preparation, catalyst, response, and recovery. In the preparation phase, she stresses developing an action plan, building relationships with influencers, creating a response matrix, and establishing an escalation plan. During the response phase, the crisis plan is followed, the situation is acknowledged, clear responses are given, and appropriate communication channels are used. The recovery phase involves continued monitoring of volume, sentiment, and search results to determine when to return to business as usual. Rene provides dos and don'ts, emphasizing being proactive and not ignoring a situation.
Greenpeace vs Nestle Kit Kat social influence case studyTiphereth Gloria
Greenpeace launched a global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened.
I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat's brand sentiment, that's clearly attributable to Greenpeace's localising the campaign.
Greenpeace accused Nestlé of contributing to deforestation through its palm oil suppliers in Indonesia, which threatened orangutans. Videos on the issue received over 1.2 million views on YouTube and Nestlé's Facebook page was overwhelmed with negative comments. Though Nestlé responded by saying the supplier was terminated, social media criticism remained. The story spread on Twitter and was picked up by the Wall Street Journal, just a week before Easter which is an important sales period. The document recommends that global brands establish social media response plans to mitigate similar crises.
Greenpeace launched a campaign against Nestle for using palm oil linked to deforestation of orangutan habitats. This resulted in a social media crisis for Nestle as they received over 200,000 emails and criticism on Facebook and Twitter. Nestle struggled to respond effectively, with immature and non-credible responses that did not address the actual issues. Experts note Nestle was unprepared for the crisis and failed to engage transparently and respectfully with consumers on social media.
The primary focus of Uber's 2017 social media strategy is to grow its online following and community by sharing more engaging, relevant content. Specific objectives include increasing unique website visitors from social media by 15% in 2 months using hashtags and links, growing Twitter followers by 20,000 in 6 months, and boosting visual content on Facebook and Instagram by 40% in 6 months. The strategy involves paid, owned, and earned social media approaches. Progress will be reported quarterly.
Managing the Social Media Tsunami: Nestlé’s Reputational Crisis Management Ba...Leo Concepcion
This document discusses Nestlé's reputational crisis management battle with Greenpeace regarding accusations of using palm oil suppliers that caused deforestation. It provides context on how social media amplified Greenpeace's campaign against Nestlé's KitKat brand. The literature review covers concepts of reputation management, crisis communication, and challenges of managing crises in the social media era where information spreads rapidly and communities can aggressively voice opinions online. Effective crisis response requires prioritizing relationship building, maintaining transparency, and adapting traditional practices for social media while addressing misinformation risks.
The document outlines a social media strategy for an organization called PT RENTALINX MEDIA SINERGI. The strategy includes optimizing profiles, running ads, and being actively involved on various social media platforms like Facebook, Twitter, YouTube, and Instagram. It also discusses content creation and delivery, engagement tactics, conversion goals, and required tools and metrics for measuring the success of the strategy.
Rene Smith gives a presentation on crisis management in the digital world. She outlines the four phases of a crisis: preparation, catalyst, response, and recovery. In the preparation phase, she stresses developing an action plan, building relationships with influencers, creating a response matrix, and establishing an escalation plan. During the response phase, the crisis plan is followed, the situation is acknowledged, clear responses are given, and appropriate communication channels are used. The recovery phase involves continued monitoring of volume, sentiment, and search results to determine when to return to business as usual. Rene provides dos and don'ts, emphasizing being proactive and not ignoring a situation.
How to Manage a Social Media Crisis explains how you can put a social media crisis management in place for your brand.
Using real examples of why major brands got it wrong, this guide will explain just what you need to do to protect your brand's reputation on social media.
Download the full whitepaper at www.stickyeyes.com/intelligence
The document summarizes a study on the stages of social business transformation for companies. It found that companies progress through six distinct stages as they develop social business strategies and capabilities. These stages range from initial planning to establish social media presences, to engaging communities, to fully integrating social strategies and processes into the business. The study was based on interviews with 26 executives and a survey of 698 professionals on their social media efforts. It provides an overview of each maturity stage and common goals, activities, metrics, and pitfalls seen at each level of development.
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
Building A Social Media Strategy For B2B Brandscuratebee
The document discusses the importance and benefits of social media for B2B brands. It notes that 90% of data created in the last 2 years is from internet connected devices. It outlines how social media can help with marketing, sales, customer service and operations. Additionally, it discusses that 50% of B2B purchasing decisions are influenced by online sources and that 60% of buying decisions are made before speaking to a supplier. The document advocates for creating helpful, engaging content that positions the company as an expert in order to drive key metrics like brand awareness, lead generation and sales.
American Express recognizes the importance of social media and mobility for engaging customers. It is utilizing its unique closed-loop business model on new media platforms to enhance the customer experience. Case studies show how American Express provides value through social campaigns, partnerships, games and location-based deals to build engagement and drive business results. The presentation emphasizes going where customers are on emerging channels rather than waiting for them to come to you.
P1 Ouverture - La “convivencia”, la com’vivencia : cet art de vivre ensembleCap'Com
Soyons moins sages ! De leur poste d’observation, les communicants publics portent un regard instruit sur la société. Revendiquent-ils ce savoir ? « Vous êtes trop sages, c’est à vous de secouer les citoyens car vous savez qu’ils peuvent agir », leur répond Dominique Wolton. Sociologue, spécialiste de la communication, il accompagne le réseau des communicants publics depuis une trentaine d’années. Aujourd’hui il veut secouer la profession car il anticipe son rôle dans la transition sociétale qui a débuté. En ouverture du 35e Forum de Toulouse, Dominique Wolton est soumis à la question. Celle de l’Ifop, qui a interrogé les Français ; celle des dircoms qui ont révélé leur état d’esprit dans une étude ; celle de la salle qui pourra intervenir directement dans le débat. Peut-on avoir confiance dans l’avenir de la communication publique ? Notre métier est-il appelé à se diversifier, à se complexifier, à jouer un rôle croissant dans la société demandeuse de médiation ? La légitimité et la crédibilité de la communication publique ne sont-elles pas illusoires ? Avec son style direct, et fort de ses années de recherche, Dominique Wolton donnera les clefs pour que les communicants publics entament leur révolution, celle de la com’vivencia, qui doit contribuer au vivre ensemble dans une société troublée.
Social marketing uses commercial marketing techniques to promote social causes and encourage behavior change. It is commonly used by non-profits, governments, and organizations focused on public health, safety, and the environment. The goal is to make positive behaviors easy and beneficial while reducing the perceived costs. Social marketing follows the 4 P's framework - designing products that represent behaviors to adopt, setting appropriate prices by minimizing costs, placing initiatives where target audiences can access them, and promoting messages through multiple channels. Examples include campaigns around contraceptive use, immunizations, traffic safety, and reducing smoking or substance abuse.
This public relations action plan outlines the goals, objectives, targeted audiences, key messages, tactics, and evaluation plan for an unnamed organization. The plan lists 3 goals, 5 objectives, potential publics to reach, important messages to convey, actions for responsible parties to take with specific tools and timelines, and how progress on objectives will be evaluated over certain date ranges.
The document discusses social media trends for 2023. It notes that TikTok has cemented itself as the dominant platform and is rewriting industry rules by prioritizing organic content and participation. Organic and earned efforts are making a comeback as platforms like Facebook and YouTube see declining revenues and engagement. Brands are taking a more channel-agnostic approach and focusing on engagement and community building rather than uniform strategies across platforms.
This document provides guidance on developing an effective social media strategy by answering five key questions. It recommends defining clear goals such as increasing sales or awareness. It also stresses the importance of setting metrics to measure success and assigning responsibilities to ensure goals are met. Finally, it advises providing valuable content to customers and using early successes to continue growing the strategy.
Mémoire - Collectivités et Réseaux Sociaux - Alexandre CatillonAlexandre Catillon
Les collectivités françaises (villes et communes, départements, régions) sont de plus en plus nombreuses à insérer les réseaux sociaux dans leur dispositif de communication globale.
Quels sont leurs objectifs ? Les stratégies qu’elles mettent en œuvre pour les réaliser sont-elles en accord avec les attentes des usagers des réseaux sociaux ? Quelles sont ces attentes vis à vis des collectivités ? Ces dernières les comprennent-elles bien ?
Domino's was alerted to vulgar videos posted on YouTube showing Domino's employees contaminating food in an unidentified store. Within 24 hours, the most popular video received 250,000 views on YouTube. Two tech-savvy readers from a blog site used online tools to identify the store in Conover, NC. By evening, Domino's had identified the video director, Kristi Hammond, and actor, Michael Setzer, both employees of the Conover store. The crisis occurred on a Monday when most senior management was out of town after Easter Sunday.
This document discusses public relations in business and industry. It covers the different areas of PR involved, including employee relations, community relations, consumer relations, financial relations, and government relations. It also differentiates between corporate image and corporate identity. Issue management is explained as the proactive process of anticipating, identifying, evaluating, and responding to issues that could affect the organization. Crisis management and communication are about managing unexpected issues or crises and communicating effectively during those times.
Uber is a transportation network company that offers ridesharing, food delivery, and other services worldwide. In 2019, Uber had over 110 million users globally and aimed to increase app downloads and website traffic through its social media strategy. Key goals included increasing Facebook traffic by 20% and YouTube viewership/downloads by 40%. Uber's social media strategies included paid promotion on Facebook, owned content like contests on Instagram/Twitter, and influencer partnerships. Creative campaigns like delivering kittens for National Cat Day raised money for animal shelters and increased Uber's following.
Greenpeace launched a campaign against Nestle in 2010 for using unsustainable palm oil, releasing a video of an orangutan eating a finger instead of a Kit Kat bar. This went viral online, with people boycotting Nestle on social media. Nestle's responses on social media were inappropriate and led to more backlash. In May 2010, Nestle announced it would stop using unsustainable palm oil.
Social Media Crisis Management: Three Case StudiesElisha Tan
Social media has drastically changed the landscape of crisis management. With close to 23% of the time spent on the internet on social networks and Google providing three-quarters of a billion search results a day, the internet is a giant public library where users have the ease of discovering and spreading information around.
What does this mean to companies facing a crisis? It means that when information released is not contained and acted upon quickly, it can spiral out of control.
This ebook looks at three case studies and explore what we can learn from them for maximum effectiveness in social media crisis management.
Ce mémoire de recherche a été réalisé dans le cadre de mon Master 2 à l'ISC Paris (école supérieure de commerce) en 2013.
Le but de cette étude est de démontrer l’importance de la communication digitale dans le secteur du jeu vidéo et la maîtrise que League of Legends possède dans ce domaine. Le secteur du jeu vidéo, comme tous les secteurs d’activités culturels a subi la révolution numérique. En effet, les magasins vendeurs de produits culturels sont aujourd’hui en difficulté en raison de faibles revenus2. Dans ce contexte de crise, League of Legends a su tirer son épingle du jeu en proposant une offre de jeu gratuite adaptée au média Internet.
1. Greenpeace criticized Nestle for obtaining palm oil from suppliers that were destroying rainforests in Indonesia and threatening wildlife. Greenpeace launched a viral social media campaign against Nestle using provocative videos and images.
2. Nestle initially responded poorly by censoring content and getting defensive with customers on social media, fueling further backlash. They later announced ending contracts with problematic suppliers.
3. The document provides recommendations for how companies can better manage social media crises, including monitoring conversations, responding constructively rather than censoring, and using social media to open dialog and find collaborative solutions.
The document analyzes a social media controversy involving Nestle's Facebook page. It provides background on Nestle and discusses their initial plunge into social media. It then analyzes the incident where Greenpeace criticized Nestle for deforestation and Nestle's poor handling of the negative feedback. This included deleting comments and being condescending. The document concludes Nestle made mistakes in their social media response and recommends having crisis plans and loose moderation guidelines for the future.
How to Manage a Social Media Crisis explains how you can put a social media crisis management in place for your brand.
Using real examples of why major brands got it wrong, this guide will explain just what you need to do to protect your brand's reputation on social media.
Download the full whitepaper at www.stickyeyes.com/intelligence
The document summarizes a study on the stages of social business transformation for companies. It found that companies progress through six distinct stages as they develop social business strategies and capabilities. These stages range from initial planning to establish social media presences, to engaging communities, to fully integrating social strategies and processes into the business. The study was based on interviews with 26 executives and a survey of 698 professionals on their social media efforts. It provides an overview of each maturity stage and common goals, activities, metrics, and pitfalls seen at each level of development.
Using social media strategy in building the corporate brand image is a route a lot of people imagine they know - what with the number of influencers, opinion leaders, trend watchers, and spotters laying claims to so-called virile strategy which generate likes, impressions and conversations. However, that is not all there is to capturing corporate essence in an era of great cynicism. Using Social Media as a route to build corporate stature requires the need to develop and manage strategic partnerships, the monitoring of trends and applications of knowledge from trends in building conversations while measuring the impact of efforts in order to intensify or discontinue a course of action. Beyond this, this presentation attempts a historical perspective of the social media phenomenon as well as platform possibilities looking at the Nigerian context.
Building A Social Media Strategy For B2B Brandscuratebee
The document discusses the importance and benefits of social media for B2B brands. It notes that 90% of data created in the last 2 years is from internet connected devices. It outlines how social media can help with marketing, sales, customer service and operations. Additionally, it discusses that 50% of B2B purchasing decisions are influenced by online sources and that 60% of buying decisions are made before speaking to a supplier. The document advocates for creating helpful, engaging content that positions the company as an expert in order to drive key metrics like brand awareness, lead generation and sales.
American Express recognizes the importance of social media and mobility for engaging customers. It is utilizing its unique closed-loop business model on new media platforms to enhance the customer experience. Case studies show how American Express provides value through social campaigns, partnerships, games and location-based deals to build engagement and drive business results. The presentation emphasizes going where customers are on emerging channels rather than waiting for them to come to you.
P1 Ouverture - La “convivencia”, la com’vivencia : cet art de vivre ensembleCap'Com
Soyons moins sages ! De leur poste d’observation, les communicants publics portent un regard instruit sur la société. Revendiquent-ils ce savoir ? « Vous êtes trop sages, c’est à vous de secouer les citoyens car vous savez qu’ils peuvent agir », leur répond Dominique Wolton. Sociologue, spécialiste de la communication, il accompagne le réseau des communicants publics depuis une trentaine d’années. Aujourd’hui il veut secouer la profession car il anticipe son rôle dans la transition sociétale qui a débuté. En ouverture du 35e Forum de Toulouse, Dominique Wolton est soumis à la question. Celle de l’Ifop, qui a interrogé les Français ; celle des dircoms qui ont révélé leur état d’esprit dans une étude ; celle de la salle qui pourra intervenir directement dans le débat. Peut-on avoir confiance dans l’avenir de la communication publique ? Notre métier est-il appelé à se diversifier, à se complexifier, à jouer un rôle croissant dans la société demandeuse de médiation ? La légitimité et la crédibilité de la communication publique ne sont-elles pas illusoires ? Avec son style direct, et fort de ses années de recherche, Dominique Wolton donnera les clefs pour que les communicants publics entament leur révolution, celle de la com’vivencia, qui doit contribuer au vivre ensemble dans une société troublée.
Social marketing uses commercial marketing techniques to promote social causes and encourage behavior change. It is commonly used by non-profits, governments, and organizations focused on public health, safety, and the environment. The goal is to make positive behaviors easy and beneficial while reducing the perceived costs. Social marketing follows the 4 P's framework - designing products that represent behaviors to adopt, setting appropriate prices by minimizing costs, placing initiatives where target audiences can access them, and promoting messages through multiple channels. Examples include campaigns around contraceptive use, immunizations, traffic safety, and reducing smoking or substance abuse.
This public relations action plan outlines the goals, objectives, targeted audiences, key messages, tactics, and evaluation plan for an unnamed organization. The plan lists 3 goals, 5 objectives, potential publics to reach, important messages to convey, actions for responsible parties to take with specific tools and timelines, and how progress on objectives will be evaluated over certain date ranges.
The document discusses social media trends for 2023. It notes that TikTok has cemented itself as the dominant platform and is rewriting industry rules by prioritizing organic content and participation. Organic and earned efforts are making a comeback as platforms like Facebook and YouTube see declining revenues and engagement. Brands are taking a more channel-agnostic approach and focusing on engagement and community building rather than uniform strategies across platforms.
This document provides guidance on developing an effective social media strategy by answering five key questions. It recommends defining clear goals such as increasing sales or awareness. It also stresses the importance of setting metrics to measure success and assigning responsibilities to ensure goals are met. Finally, it advises providing valuable content to customers and using early successes to continue growing the strategy.
Mémoire - Collectivités et Réseaux Sociaux - Alexandre CatillonAlexandre Catillon
Les collectivités françaises (villes et communes, départements, régions) sont de plus en plus nombreuses à insérer les réseaux sociaux dans leur dispositif de communication globale.
Quels sont leurs objectifs ? Les stratégies qu’elles mettent en œuvre pour les réaliser sont-elles en accord avec les attentes des usagers des réseaux sociaux ? Quelles sont ces attentes vis à vis des collectivités ? Ces dernières les comprennent-elles bien ?
Domino's was alerted to vulgar videos posted on YouTube showing Domino's employees contaminating food in an unidentified store. Within 24 hours, the most popular video received 250,000 views on YouTube. Two tech-savvy readers from a blog site used online tools to identify the store in Conover, NC. By evening, Domino's had identified the video director, Kristi Hammond, and actor, Michael Setzer, both employees of the Conover store. The crisis occurred on a Monday when most senior management was out of town after Easter Sunday.
This document discusses public relations in business and industry. It covers the different areas of PR involved, including employee relations, community relations, consumer relations, financial relations, and government relations. It also differentiates between corporate image and corporate identity. Issue management is explained as the proactive process of anticipating, identifying, evaluating, and responding to issues that could affect the organization. Crisis management and communication are about managing unexpected issues or crises and communicating effectively during those times.
Uber is a transportation network company that offers ridesharing, food delivery, and other services worldwide. In 2019, Uber had over 110 million users globally and aimed to increase app downloads and website traffic through its social media strategy. Key goals included increasing Facebook traffic by 20% and YouTube viewership/downloads by 40%. Uber's social media strategies included paid promotion on Facebook, owned content like contests on Instagram/Twitter, and influencer partnerships. Creative campaigns like delivering kittens for National Cat Day raised money for animal shelters and increased Uber's following.
Greenpeace launched a campaign against Nestle in 2010 for using unsustainable palm oil, releasing a video of an orangutan eating a finger instead of a Kit Kat bar. This went viral online, with people boycotting Nestle on social media. Nestle's responses on social media were inappropriate and led to more backlash. In May 2010, Nestle announced it would stop using unsustainable palm oil.
Social Media Crisis Management: Three Case StudiesElisha Tan
Social media has drastically changed the landscape of crisis management. With close to 23% of the time spent on the internet on social networks and Google providing three-quarters of a billion search results a day, the internet is a giant public library where users have the ease of discovering and spreading information around.
What does this mean to companies facing a crisis? It means that when information released is not contained and acted upon quickly, it can spiral out of control.
This ebook looks at three case studies and explore what we can learn from them for maximum effectiveness in social media crisis management.
Ce mémoire de recherche a été réalisé dans le cadre de mon Master 2 à l'ISC Paris (école supérieure de commerce) en 2013.
Le but de cette étude est de démontrer l’importance de la communication digitale dans le secteur du jeu vidéo et la maîtrise que League of Legends possède dans ce domaine. Le secteur du jeu vidéo, comme tous les secteurs d’activités culturels a subi la révolution numérique. En effet, les magasins vendeurs de produits culturels sont aujourd’hui en difficulté en raison de faibles revenus2. Dans ce contexte de crise, League of Legends a su tirer son épingle du jeu en proposant une offre de jeu gratuite adaptée au média Internet.
1. Greenpeace criticized Nestle for obtaining palm oil from suppliers that were destroying rainforests in Indonesia and threatening wildlife. Greenpeace launched a viral social media campaign against Nestle using provocative videos and images.
2. Nestle initially responded poorly by censoring content and getting defensive with customers on social media, fueling further backlash. They later announced ending contracts with problematic suppliers.
3. The document provides recommendations for how companies can better manage social media crises, including monitoring conversations, responding constructively rather than censoring, and using social media to open dialog and find collaborative solutions.
The document analyzes a social media controversy involving Nestle's Facebook page. It provides background on Nestle and discusses their initial plunge into social media. It then analyzes the incident where Greenpeace criticized Nestle for deforestation and Nestle's poor handling of the negative feedback. This included deleting comments and being condescending. The document concludes Nestle made mistakes in their social media response and recommends having crisis plans and loose moderation guidelines for the future.
What to do when social media attacks your brandDeola Kayode
The document discusses how social media can attack brands and provides lessons on managing social media crises. It notes that brands must have a clear social media strategy and crisis plan before engaging with social media. When a crisis occurs, brands should classify criticisms, address genuine concerns positively, and ignore brand haters. Moderators must represent the brand well and stay positive, rather than insulting customers. Overall, the key is having an experienced social media team and strategy to deal with issues before they arise on social media.
This document discusses sustainability and consumerism. It defines consumerism as protecting consumer interests and defines a consumer as someone who purchases goods for personal use. It then discusses overconsumption, using more resources than can be replenished. Examples show the US consumes 30 times more than India on average. While ads now promote corporate sustainability, the US consumes over 30% of resources being only 5% of the population. Students are assigned activities to research these topics and create a public service announcement about sustainability.
Committing mistake is normal behavior of human being but sometimes it can create trouble. See how social media agencies and brands met up with mistakes and try to learn from those.
The document provides information about how tools and media intelligence can help businesses prepare for and handle PR crises. It discusses what constitutes a PR crisis and gives examples. It also outlines 10 important steps businesses can take to prepare for catastrophes, including developing an emergency plan, finding early warning signs, setting up a notification system, and identifying key influencers. The document emphasizes the importance of monitoring social media, traditional media, keywords, phrases and sentiment to gauge when a business should operate as normal or go into crisis mode.
Ogilvy new york mar - social media pov - enSebnem Ozdemir
The document discusses how brands should approach social media during the coronavirus pandemic. It recommends that brands listen first to understand consumer concerns, be sensitive in tone and messaging, and be transparent. Brands should adapt strategies based on changing behaviors and consider how to rise to the occasion by providing value or supporting relief efforts. Examples are given of brands that effectively pivoted their approaches in response to feedback.
How to prepare your brand against a possible social media attack ver 1.0Regalix
This document provides guidance on how to prepare a brand for potential attacks on social media. It discusses why social media is important, how brands have gotten into trouble on social media before, and provides a 5-step strategy for social media reputation management. The steps include securing brand profiles, monitoring social media 24/7, establishing engagement rules, creating a crisis strategy, and defining response protocols. The document also examines case studies of how companies like Bank of America and Dell responded to social media issues.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
This document discusses strategies for using social media. It begins with an introduction to the consulting company Duval Union and their focus on helping clients balance traditional and digital business. Several key social media platforms are described along with some usage statistics. The rest of the document provides advice on developing an effective social media strategy, including focusing on engagement, collaboration, communication and crisis response. Tips are provided around monitoring conversations, developing content, and activating ambassadors on both internal and external social networks.
IA Innovatief vermarkten. Sessie 2 Dado van PeteghemIkinnoveer
This document discusses strategies for using social media. It begins with an introduction to the consulting company Duval Union and their focus on helping clients balance traditional and digital business. Several key social media platforms are described along with some usage statistics. The rest of the document provides advice on developing an effective social media strategy, including focusing on engagement, collaboration, communication and crisis response. Tips are provided around monitoring conversations, developing content, and activating ambassadors both internally and externally.
Presented by-Kashish Jhamb Cityinnovates
What’s a Social Media Crisis?CRISIS? Really?
If there’s a high volume of incoming social media messages on one particular topic or negative comments, chances are you have a social media crisis on your hands.
A communications crisis can strike at any time. It could be a faulty product, a lousy campaign, or a slip of the tongue from someone higher up.
It doesn’t matter the industry you’re in, or how popular you’ve been to this point. Sometimes, it just happens.
Waiting for a social media crisis to blow over is never an option. If you ignore it, it will likely get worse. Social media can be an asset in a crisis when used correctly, not an extra problem.
How to identify a Crisis on Social Media
When the public knows more (than your company) about the issue and they voice it on social media that’s your first sign of a social media crisis
If you start receiving a negative review in series on a particular product or a service then it is a sign of social media crisis
If you get more than 10 negative mentions per hour, for more than three consecutive hours then it is a sign of social media crisis
This document provides an overview of ephemeral content in social media marketing. It discusses the history and timeline of ephemeral content starting with Snapchat in 2011. Pros and cons are examined along with demos of how Glossier and JW Anderson use ephemeral content. Relevant points for marketers are outlined. An expert interview discusses issues with using ephemeral content in B2B marketing and how it loses appeal if content can be rewatched. The conclusion predicts social media will focus on personalization, privacy, and community building in the future.
Cancel Culture: You Can Run But You Can't HideFalcon.io
Cancel culture is trending, growing rapidly and marketers, you're the target. Cancel culture is tumultuous and unpredictable and when they strike, the result can be detrimental. That’s why safeguarding your brand is a crucial component for protecting your brand from a crisis. This masterclass comes equipped with a social media action plan and brand message strategy perfect for any marketer, ensuring your brand can withstand a PR nightmare.
Who is Peter Blackshaw PowerPoint PresentationSlides IQ
This presentation provides an overview of Peter Blackshaw, the Global Head of Digital & Social at Nestle. It discusses his background and experience in digital marketing and innovation. It also outlines some of the projects he has focused on, including an open innovation platform and digital acceleration team at Nestle. The goal is to develop an idea that could excite Peter Blackshaw and that incorporates elements of education, innovation, knowledge sharing, health, wellness, or social impact.
Nestle and Greenpeace had a ironic discussion one of them is multinational company but didn't know the key points of internet and other one used this missing, etc.
Don Smith from General Mills presented on how the company leverages social media. He discussed how social media allows for constant listening to consumers and responding quickly to issues. General Mills uses social media to monitor discussions around recalls and issues. The company also uses social media to foster online brand communities and leverage those connections for innovation through an open innovation platform called G-win. Social media is crucial for General Mills to understand consumers' interests and collaborate with them.
This document summarizes a presentation on the 7 secrets of social media for corporations. It discusses how social media has revolutionized communication and now exceeds television's reach globally. It then details each of the 7 secrets: having the right mindset and strategy, using blogs and websites to engage customers, using video and mobile to connect, and closely observing online conversations. The presentation emphasizes engaging customers through social media in a transparent, humble way and facilitating conversations between customers rather than just promoting the brand.
Managing the uncontrollable - Integrated Communications in the Age of Social ...Lars Voedisch
Social Media for Communicators;
Social or not – It’s Media Relations;
Being prepared is everything: Ready for the next crisis?;
Leveraging smart tools to make smart decisions
Full-RAG: A modern architecture for hyper-personalizationZilliz
Mike Del Balso, CEO & Co-Founder at Tecton, presents "Full RAG," a novel approach to AI recommendation systems, aiming to push beyond the limitations of traditional models through a deep integration of contextual insights and real-time data, leveraging the Retrieval-Augmented Generation architecture. This talk will outline Full RAG's potential to significantly enhance personalization, address engineering challenges such as data management and model training, and introduce data enrichment with reranking as a key solution. Attendees will gain crucial insights into the importance of hyperpersonalization in AI, the capabilities of Full RAG for advanced personalization, and strategies for managing complex data integrations for deploying cutting-edge AI solutions.
Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...Zilliz
Join us to introduce Milvus Lite, a vector database that can run on notebooks and laptops, share the same API with Milvus, and integrate with every popular GenAI framework. This webinar is perfect for developers seeking easy-to-use, well-integrated vector databases for their GenAI apps.
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AIVladimir Iglovikov, Ph.D.
Presented by Vladimir Iglovikov:
- https://www.linkedin.com/in/iglovikov/
- https://x.com/viglovikov
- https://www.instagram.com/ternaus/
This presentation delves into the journey of Albumentations.ai, a highly successful open-source library for data augmentation.
Created out of a necessity for superior performance in Kaggle competitions, Albumentations has grown to become a widely used tool among data scientists and machine learning practitioners.
This case study covers various aspects, including:
People: The contributors and community that have supported Albumentations.
Metrics: The success indicators such as downloads, daily active users, GitHub stars, and financial contributions.
Challenges: The hurdles in monetizing open-source projects and measuring user engagement.
Development Practices: Best practices for creating, maintaining, and scaling open-source libraries, including code hygiene, CI/CD, and fast iteration.
Community Building: Strategies for making adoption easy, iterating quickly, and fostering a vibrant, engaged community.
Marketing: Both online and offline marketing tactics, focusing on real, impactful interactions and collaborations.
Mental Health: Maintaining balance and not feeling pressured by user demands.
Key insights include the importance of automation, making the adoption process seamless, and leveraging offline interactions for marketing. The presentation also emphasizes the need for continuous small improvements and building a friendly, inclusive community that contributes to the project's growth.
Vladimir Iglovikov brings his extensive experience as a Kaggle Grandmaster, ex-Staff ML Engineer at Lyft, sharing valuable lessons and practical advice for anyone looking to enhance the adoption of their open-source projects.
Explore more about Albumentations and join the community at:
GitHub: https://github.com/albumentations-team/albumentations
Website: https://albumentations.ai/
LinkedIn: https://www.linkedin.com/company/100504475
Twitter: https://x.com/albumentations
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
3. INDEX Analysis: what happened? What was the response from Nestlé? Why is social media so important: some clarifying statistics What can we do? Some recommendations In the short term In the long term
5. Analysis: whathappened? March, 17 2010 Greenpeace accuses Nestlé of contributing to deforestation as a result of its choice of palm-oil suppliers in Indonesia The environmental awareness group Greenpeace criticised Nestlé for obtaining palm oil from “companies that are trashing Indonesian rainforests, threatening the livelihoods of local people and pushing orangutans towards extinction.” 5
6. Analysis: whathappened? Greenpeace created a provocative website and a video (both there are still there). The campaign featured a disparaging version of the logo for Nestle’s Kit Kat candy bar with the word “Killer” on it. The slogan was ‘give the orangutan a break.’ The videos and the Killer logo and others equally offensive to the company started circulating in cyberspace. They went viral. 6 http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
7. Analysis: whathappened? 68 related videos in Youtubethatattracted 1.2 million hits Collateral Greenpeace videos are taggedwithmessagesabout Nestlé palmoilpolicy: 1.1 million hits (up to 3/28/2010) Forexample: 7 March 28-17 2010 http://www.youtube.com/watch?v=2ExNmhDLsIk&feature=channel http://www.youtube.com/watch?v=ToGK3-2tZz8&feature=related
8. Analysis: whathappened? 8 Nestlé´s Facebook page is overwhelmed with negative comments: fueled by the momentum of the Greenpeace video, Anti-Nestle discussions move away from activist blogs and land on Nestle’sFacebook page. (Not an accident or an organic shift. This tactic is part of a deliberate and well lanned campaign.)
9. Analysis: whathappened? 9 March, 19 2010 Nestle response on Facebook Official statement on the website Nestlé respondswith a web statementthatsaysthecontractwiththe supplier has beenterminated http://www.nestle.com/MediaCenter/SpeechesAndStatements/AllSpeechesAndStatements/statement_Palm_oil.htm
10. Analysis: whathappened? March, 29 2010 Social Media community remains skeptical Negative Twitter comments related to Nestlé palm oil appear every 15 minutes Graph of 7 days of twitter usage of "nestle“ The Wall Street Journal picks up the story: the case jumps from the social media to the official media 10
11. Analysis: whathappened? 1,2 million negative Youtube videos 95.000 Nestlé Facebook fans seeing negative messages on its wall 11 Let´s recap Nestlé shares prices
13. 2 What was the response from Nestlé?: some errors
14. What was the response from Nestlé: some errors Some errors Censor: the Streisland effect Get defensive Insult your customers Respond with the same weight 14
15. What was the response: some errors 15 Censor: the Streisland effect Nestlé lobbied to have the video removed from Youtube, citing a copyright complaint. Censoring the video in the first place is what exacerbated this war. People started making the Killer logo their profile picture, at which point Nestlé repeated the initial mistake by issuing the following update on Facebook:
16. What was the response: some errors 16 Censor: the Streisland effect The Streisland effect is used to describe the phenomenon when censorship causes something to become even more widespread. Don’t do it. And especially don’t do it twice. The net is such a place that whatever you delete is pretty retrievable – and even if it isn’t – the whole thing with mass protest is that it is based on perception far more than reality. Censoring fuels this emotion. Nestle received 190 complaints within 24 hours on Facebook, and thousands of tweets reaching hundreds of thousands of consumers. The surest way to tick off users of social media is to delete their comments. It is true that by the old standards of 20th century law, brands have a right to protect their intellectual property. But social media comprises fluid networks of users sharing and retweeting and
17. What was the response: some errors 17 Get defensive The biggest mistake Nestlé made was by the person running the Facebook page who appeared to take every criticism personally. Retaliation also invokes the Streisland effect. Nestlé should not have responded to anything. Nothing they could say would make it right anyway, so it’s better to say nothing.
18. What was the response: some errors 18 Insult your customers Nestlé violated a basic rule of public Relations,"Don't insult your customers". Even if you applaud the moderator for acting like a living, breathing human being, the combative tone resulted in continued rants on the Nestlé's Facebook page, even after the company announced It was ending its relationship with the palm oil supplier in question. Such an announcement should have been a Lauded shift to a sustainable practice, but it was lost amid the criticism. http://www.guardian.co.uk/sustainable-business/nestle-cargill-palmoil
19. What was the response: some errors 19 Respond with the same weight A pressreleasedoesnotcombatscreaminghatredagainst a brand. Youmust match firewithfire. Theonlyway Nestlé can turnthisaroundistocarryoutsomethingthat has thesameweight as the criticisms and viral naturethatattackedit. Youcannotrespondwith traditional methods. Youmust match viral protestwith viral solutions.
20. 3 Why is social media so important: some clarifying statistics
21. Why is social media so important: refreshing some ideas
22. Why is social media so important: refreshing some ideas 22 Markets are conversations. Are you participating? The conversation is going on whether you care to be involved or not. If you choose not to be involved, you lose control of the conversation about your product, your business. You become irrelevant! Trust can take years to build but be eroded away in just a few days. To avoid disaster, you have to keep one finger on the pulse of the social web.
24. In the long term Step 1. Secureyourbrand Step 2. Monitor social media sites 24x7 Step 3. Create rules of engagement Step 4. Establishyour crisis strategy Step 5. Define your social media response strategy Step 6. Makesureyouunderstandtheways social media work
25. 25 Some recommendations. In the long term Step 1. Secure your brand Grab your brand everywhere you can, regardless of whether or not you plan to use it Have control of your identity all over the web Have a unified social media username to establish trust with other members (and potential press contacts) who may belong to multiple communities with you.
27. 27 Some recommendations. In the long term Step 3. Create rules of engagement Train theemployeesontheproper use of social media tools Define rules foremployeesengagingin social media (social media policy). Basic social media guidelineslike: disclosingthecompanyyouworkfor Notdiscussingconfidentialinformation refrainingfromdisparagingthecompany notengaging in impolite dialogue
28. 28 Some recommendations. In the long term Step 4: Establish your crisis strategy Set up a teamwhowouldbeabletomanage crisis situationand are willingtoworkaroundtheclock Assessthesituation online byharnessingthetoolsthat are available Trackthesources of negativepublicityconstantlyto monitor change Followthevolume of responses and thetype of consumerreaction (neutral, positive, negative) Define your response and ensureconsistency in communication – do notsendoutmultiple, mixedmessages
29. 29 Some recommendations. In the long term Step 5: Define your Social Media Response Strategy Ifconsumers are silentonthesituation– continueto monitor butdon’trespondpublically (Yet) If a response isdemanded , waitfortheinitialhype and outrageto die out, thenrespondtothosewho are genuinelyseekingananswer Listen and determine thetype of response theconsumerswant – apology/ acknowledgement/ demandforchange Do notrespondtooquickly Do notrespond in a “corporatetone” i.e.. a pressreleaseonthewebsite as thesole response mechanism
30. 30 Some recommendations. In the long term Step 6. Make sure you understand the ways of social media before you engage in this space. There are lots of do’s and don’ts. Makesurethepersonyouassigntohandle social media tasksknowshowtoproperlyinteractwiththepublic. Goodmanners and knowledge of howtoappropriatelyrespondtocomments of allkindsisimperative. Be preparedfornegativefeedback. No matterhowwonderfulyou are, someonesomewhere can have a boneto pick. Realizeitmaywind up in your social space. Engagewithnegativefeedbacklikeyou do positive. Don’tdelete, editorhidefromnegativecomments (unlessabusive) Be part of theconversation and don’t try and ‘control’ thespace. Listen tothecrowd. They are probablyyourcustomer.
31. In the short term Step 1. Create a forum Step 2. Hire a team of professionalCommunity Managers Step 3. Startdialog, begin a process of collaboration Step 4. Introduce yourself Step 5. Make a pointtowelcomethecomments Step 6. Createanareafordiscussions Step 7. Ask youraudienceforadvice and suggestions Step 8. Buildthecommunity as a community Step 9. Reviewprocess
32. 32 Some recommendations. In the short term Step 1. Create a forum Create a forum (otherthanFacebook) thatallowsyouto set strongerprivacy and moderationsetting. A nicheNingnetwork, forexample, and a measured digital reachoutcampaignmighthelpcultivate a corecohort of digital Nestle fans.
33. 33 Some recommendations. In the short term Step 2. Hire a team of professional Community Managers; do not delegate to PR intern WhathappenedtoNestlehappenedbecausetheteamchargedwithmanagingitsFacebook page waseithernotqualifiedornotempoweredto do theirjob. Properlyhandled, theattackonNestle’sfacebook page couldhavebeenmanageddifferently and theoutcomecouldhavebeenradically more positive forthebrand. IfNestle’s Social Media teamhadbeenexperienced in crisis management and properlytrained, Greenpeace’sattackontheNestleFacebook page couldhavebeenmadetofizzleout in underanhour. In otherwords, Greenpeace’sattackcouldhavebeenmadetobackfireifithadbeenmanagedbyprofessionalsinstead of amateurs. Corporatecommsisn’taboutcreativecopy and pushingitoutthrough a breadth of channels. It’sprofessionalchess. Thisisn’t amateur hour. Social Media managementrequiresrigorous training and razor-sharpfocus: Having a Social Media presenceforyourcompany and brand(s) isseriousbusiness. Itisn’tanafterthought. Itisn’tsomethingyou can affordtoassigntointerns. Itisn’tsomethingyou can affordtocompletelyhireoutto a digital shop, a “social media” firmoran ad agency. Youhavetotakethespaceseriously. Thisrequiresplanning, preparation, training and focus. Ifactivistgroups (even at thegrass-rootslevel) set their targets onyou, you CANNOT affordtoleaveany of yourcommunications(digital ornot) virtuallyunmanned. Youneed Marines, Navy SEALS and Rangersonthatwall, notgreen, untestedrecruits. Hireprofessionals. The real time web isn’t a joke. Takeitseriously and you’llprobablybeokay. Hire amateurs, and suffertheconsequences. It’sthat simple.
34. 34 Some recommendations. In the short term Step 3. Start dialog, begin a process of collaboration There comes a pointwhencomms are justcomms, and thedialog has tomovebeyondwellcraftedwords and communityappeasement. Listening and talking are justthebeginning. Fact 1: Greenpeace has a validargumentwhenit comes toenvironmentalprotection. Fact 2: Nestleis a complexbusinesswithenormoussupplyrequirements, relativelyinelasticprice-points, and tremendouspressure in themiddle of a global economic crisis toperformwellforitsshareholders. Instead of wasting so muchenergyfightingcommscouldbeusedto open a dialog, findsomecommonground, and begin a process of collaboration: Nestleknowsfoodproduction. Greenpeace knowsenvironmentallysoundpractices. Itseemsthattheycouldbothlearn a lotfromeachother. Startusingtheir digital commsteamto open thedoortoconstructivedialogontheseissues. Moderatingtheensuingdiscussions – no matterhowdifficultthefirstfewhours and daysmaybe – wouldbe a solidnextstep.
35.
36. 37 Some recommendations. In the short term Step 7. Ask your audience for Recruityourdetractors’ help in fixingtheissuesthey are angryabout. Don’tjustgiveyourangrycommenterslipservice. “Thanksforyourcomments. Wewillreviewyoursuggestions and share themwithmanagement”doesn’tcutitanymore. Instead, askyouraudienceforadvice and suggestions.Rightthere and then. Don’twait. Theywanttoexpressthemselves? Great! Redirecttheirenergy: Shiftthemfromangertodeliberateempowerment. They’reangry at yourcompany? There are specificthingstheywantyouto stop doing? Perfect. Takethediscussion a stepfurther and askthemtogiveyoubetteralternativestowhatyou’redoingnow. No, really. Do it. Keepprobing. Keepasking. Makethemthinkaboutpracticalsolutionstogether. In the case of Nestle, thiswould mean inviting Greenpeace and keyenvironmentalactionthinktankstoworkwithseniorNestlesupplychainexecsonfindingrealisticalternativestocurrentmethods of production.