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.
Greenpeace accused Nestlé of sourcing palm oil from destroyed Indonesian rainforests and peatlands for products like Kit Kat, which is pushing orangutans closer to extinction and worsening climate change. Greenpeace exposed that Nestlé's supplier Sinar Mas expands into critical orangutan habitat and carbon-rich areas. In response to Greenpeace's video and social media campaign, Nestlé demanded the video be taken down, which was ineffective, and they did not adequately respond to posts on Facebook and Twitter. Experts suggested Nestlé should have organized a meeting with Greenpeace, released their own video outlining efforts to improve, and pointed out that positive change takes time while welcoming further suggestions.
1. PepsiCo is a global food and beverage company formed through the merger of Pepsi-Cola and Frito-Lay in 1965. Originally starting as Pepsi Cola in 1898, PepsiCo has grown to generate over $92 billion in annual sales and operate in over 200 countries.
2. In 2006, PepsiCo achieved 5.5% overall growth, $36 billion in revenue, and a 26% return on investment, outperforming industry averages. It maintains strong market positions across beverages, snacks, and convenient foods.
3. PepsiCo appeals to younger consumers through sponsorships of music, entertainment, and sports. It also focuses on ethics and social responsibility through recycling programs
Nestle Maggi is the market leader in the instant noodles category in India with around 90% market share. The marketing plan analyzes Maggi's current marketing mix and brand popularity in India. It identifies opportunities for Maggi such as expanding into rural India by launching lower-priced products and introducing healthier product variants. The objectives of the plan are to raise Maggi's market share further, position it as a healthy fast food option, and launch new product variants based on consumer feedback.
Marketing plan for metro bikes company (group no.8)Rohit Yadav
This marketing plan summarizes Metro Bikes' strategy to launch and sell bicycles in the US market over the next 3 years. The plan involves targeting families and avid riders aged 6-44 in the Abbotville area. Metro Bikes will position itself as a full-service specialty bike shop offering high-quality brands. The marketing objectives are to increase brand awareness, loyalty, and annual sales by 5%. The marketing mix involves promotional activities like advertising, a website, and events. Financial projections estimate a budget of $22.67 lakh with the goal of selling 1 lakh units annually. Research and contingencies are also addressed.
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.
This document provides recommendations for how Nestlé could have responded better to a crisis sparked by a Greenpeace social media campaign criticizing Nestlé's palm oil suppliers. It summarizes the key events, errors in Nestlé's response, and offers both short-term and long-term recommendations. The short-term recommendations focus on establishing dialogue, while the long-term focus on monitoring social media, developing engagement strategies, and understanding how social media works. The overall message is that Nestlé should have acknowledged valid criticism, engaged constructively with detractors, and viewed social media as a forum for ongoing conversation rather than just promotion.
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.
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.
Greenpeace accused Nestlé of sourcing palm oil from destroyed Indonesian rainforests and peatlands for products like Kit Kat, which is pushing orangutans closer to extinction and worsening climate change. Greenpeace exposed that Nestlé's supplier Sinar Mas expands into critical orangutan habitat and carbon-rich areas. In response to Greenpeace's video and social media campaign, Nestlé demanded the video be taken down, which was ineffective, and they did not adequately respond to posts on Facebook and Twitter. Experts suggested Nestlé should have organized a meeting with Greenpeace, released their own video outlining efforts to improve, and pointed out that positive change takes time while welcoming further suggestions.
1. PepsiCo is a global food and beverage company formed through the merger of Pepsi-Cola and Frito-Lay in 1965. Originally starting as Pepsi Cola in 1898, PepsiCo has grown to generate over $92 billion in annual sales and operate in over 200 countries.
2. In 2006, PepsiCo achieved 5.5% overall growth, $36 billion in revenue, and a 26% return on investment, outperforming industry averages. It maintains strong market positions across beverages, snacks, and convenient foods.
3. PepsiCo appeals to younger consumers through sponsorships of music, entertainment, and sports. It also focuses on ethics and social responsibility through recycling programs
Nestle Maggi is the market leader in the instant noodles category in India with around 90% market share. The marketing plan analyzes Maggi's current marketing mix and brand popularity in India. It identifies opportunities for Maggi such as expanding into rural India by launching lower-priced products and introducing healthier product variants. The objectives of the plan are to raise Maggi's market share further, position it as a healthy fast food option, and launch new product variants based on consumer feedback.
Marketing plan for metro bikes company (group no.8)Rohit Yadav
This marketing plan summarizes Metro Bikes' strategy to launch and sell bicycles in the US market over the next 3 years. The plan involves targeting families and avid riders aged 6-44 in the Abbotville area. Metro Bikes will position itself as a full-service specialty bike shop offering high-quality brands. The marketing objectives are to increase brand awareness, loyalty, and annual sales by 5%. The marketing mix involves promotional activities like advertising, a website, and events. Financial projections estimate a budget of $22.67 lakh with the goal of selling 1 lakh units annually. Research and contingencies are also addressed.
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.
This document provides recommendations for how Nestlé could have responded better to a crisis sparked by a Greenpeace social media campaign criticizing Nestlé's palm oil suppliers. It summarizes the key events, errors in Nestlé's response, and offers both short-term and long-term recommendations. The short-term recommendations focus on establishing dialogue, while the long-term focus on monitoring social media, developing engagement strategies, and understanding how social media works. The overall message is that Nestlé should have acknowledged valid criticism, engaged constructively with detractors, and viewed social media as a forum for ongoing conversation rather than just promotion.
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.
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.
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.
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.
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.
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.
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.
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
Nestle and Greenpeace engaged in a social media battle in 2010. Greenpeace released a fake Kit-Kat commercial criticizing Nestle for palm oil and deforestation. Nestle tried to censor the video but it spread further online. Criticism of Nestle moved to their Facebook page, and their responses only made the situation worse by threatening to delete comments. Finally, a Nestle representative apologized for their mistakes and rudeness in handling the criticism online.
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.
Positive Social Impact Marketing - A Dummy's GuideFox & Hare
Powered by Fox & Hare
With research from Queen Mary University of London
Firstly, this report aims to help brands communicate the positive impact they have on society, and the natural world upon which society depends.
Secondly, we hope those of us who work for brands which have
negative impacts can use this report as information and inspiration to future-proof their careers and to help their company adapt. Thus realising the business benefits that come with positively impacting society and the environment.
Find us at https://foxandhare.co and let's use your positive social impact as a competitive advantage.
This document provides an overview of using social media for career development and marketing purposes. It outlines an agenda for a workshop on social media and business, including introducing concepts like the current social media landscape and strategies used by businesses. It then lists and defines various social media platforms. The rest of the document discusses social media marketing strategies, trends like storytelling and influencer marketing, and concludes with tips for effective social media use.
Creating an Original Research Topic Part 2.3 (Intermediate) Solar RadiationJaime Alfredo Cabrera
original research, research topic, creating a topic, creating a research topic, creating an original research topic, research writing, starting a research paper, start research paper, research paper topic, creative thinking
This document provides an analysis of issues facing Nestle due to a Greenpeace video criticizing Nestle's palm oil sourcing practices. It identifies loss of customer trust and loyalty, negative publicity, and loss of business to competitors as key threats. The document evaluates alternatives for Nestle to address the problem, recommending a media statement and supply chain amendments, along with appointing a compliance manager and implementing a supplier code of conduct with training and quarterly assessments. It also outlines a contingency plan and concludes that timely communication and ensuring brand image is critical to resolving the issue.
Nestlé CSR, 2013 1 Corporate Social Responsib.docxvannagoforth
The document provides an overview and analysis of Nestle's 2013 Corporate Social Responsibility report. Some key points:
- Nestle is the largest food and beverage company in the world but has faced criticism over its business practices.
- The report discusses Nestle's efforts around sustainability, sourcing, water stewardship, and addressing past issues like marketing of baby formula.
- While Nestle has made commitments to improve, some argue the response has been delayed and full accountability is still needed to address impacts on communities and resources.
The document presents 12 potential product ideas generated by a group. These ideas are then evaluated using the VRIN framework to determine which have characteristics of a sustainable competitive advantage. Three ideas are selected for further development: 1) A coat that can adjust temperature to match the body and weather, 2) An app to analyze food ingredients in dishes, and 3) A table that integrates with a board and can easily be transported and stored. Descriptions of these three selected ideas are then provided. The document concludes by outlining factors for further evaluating the selected ideas, with easy use given a 20% weighting.
The document discusses Buzzdetector's strategic monitoring services for clients and key learnings from case studies. It summarizes insights gained from monitoring social media discussions about a pain relief brand and bottled water. It also covers the importance of conversation and how social media allows new forms of direct engagement with consumers. Lessons highlighted include listening to all consumer voices, allowing content sharing, and adapting companies to interact online.
Social Media, Community Building and the Law Speaking NotesJames Barisic
The document provides notes for a presentation on social media, community building, and the law. It discusses how social media has led to a shift from private to public communication and from controlled messaging to engagement. It emphasizes building communities on social media by asking early followers to share messages and engaging with all users, even critics. The presentation also notes that while social media seems anarchic, the same laws around issues like libel and intellectual property still apply online.
Managing crisis communications – the role of faculty marketing managersLars Voedisch
Managing crisis communications – the role of faculty marketing managers
Why crisis communications and how to position yourself as faculty marketing managers
Crisis communication activation
Managing expectations and stakeholder communications
Communicating in a timely manner
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.
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.
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.
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.
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.
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
Nestle and Greenpeace engaged in a social media battle in 2010. Greenpeace released a fake Kit-Kat commercial criticizing Nestle for palm oil and deforestation. Nestle tried to censor the video but it spread further online. Criticism of Nestle moved to their Facebook page, and their responses only made the situation worse by threatening to delete comments. Finally, a Nestle representative apologized for their mistakes and rudeness in handling the criticism online.
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.
Positive Social Impact Marketing - A Dummy's GuideFox & Hare
Powered by Fox & Hare
With research from Queen Mary University of London
Firstly, this report aims to help brands communicate the positive impact they have on society, and the natural world upon which society depends.
Secondly, we hope those of us who work for brands which have
negative impacts can use this report as information and inspiration to future-proof their careers and to help their company adapt. Thus realising the business benefits that come with positively impacting society and the environment.
Find us at https://foxandhare.co and let's use your positive social impact as a competitive advantage.
This document provides an overview of using social media for career development and marketing purposes. It outlines an agenda for a workshop on social media and business, including introducing concepts like the current social media landscape and strategies used by businesses. It then lists and defines various social media platforms. The rest of the document discusses social media marketing strategies, trends like storytelling and influencer marketing, and concludes with tips for effective social media use.
Creating an Original Research Topic Part 2.3 (Intermediate) Solar RadiationJaime Alfredo Cabrera
original research, research topic, creating a topic, creating a research topic, creating an original research topic, research writing, starting a research paper, start research paper, research paper topic, creative thinking
This document provides an analysis of issues facing Nestle due to a Greenpeace video criticizing Nestle's palm oil sourcing practices. It identifies loss of customer trust and loyalty, negative publicity, and loss of business to competitors as key threats. The document evaluates alternatives for Nestle to address the problem, recommending a media statement and supply chain amendments, along with appointing a compliance manager and implementing a supplier code of conduct with training and quarterly assessments. It also outlines a contingency plan and concludes that timely communication and ensuring brand image is critical to resolving the issue.
Nestlé CSR, 2013 1 Corporate Social Responsib.docxvannagoforth
The document provides an overview and analysis of Nestle's 2013 Corporate Social Responsibility report. Some key points:
- Nestle is the largest food and beverage company in the world but has faced criticism over its business practices.
- The report discusses Nestle's efforts around sustainability, sourcing, water stewardship, and addressing past issues like marketing of baby formula.
- While Nestle has made commitments to improve, some argue the response has been delayed and full accountability is still needed to address impacts on communities and resources.
The document presents 12 potential product ideas generated by a group. These ideas are then evaluated using the VRIN framework to determine which have characteristics of a sustainable competitive advantage. Three ideas are selected for further development: 1) A coat that can adjust temperature to match the body and weather, 2) An app to analyze food ingredients in dishes, and 3) A table that integrates with a board and can easily be transported and stored. Descriptions of these three selected ideas are then provided. The document concludes by outlining factors for further evaluating the selected ideas, with easy use given a 20% weighting.
The document discusses Buzzdetector's strategic monitoring services for clients and key learnings from case studies. It summarizes insights gained from monitoring social media discussions about a pain relief brand and bottled water. It also covers the importance of conversation and how social media allows new forms of direct engagement with consumers. Lessons highlighted include listening to all consumer voices, allowing content sharing, and adapting companies to interact online.
Social Media, Community Building and the Law Speaking NotesJames Barisic
The document provides notes for a presentation on social media, community building, and the law. It discusses how social media has led to a shift from private to public communication and from controlled messaging to engagement. It emphasizes building communities on social media by asking early followers to share messages and engaging with all users, even critics. The presentation also notes that while social media seems anarchic, the same laws around issues like libel and intellectual property still apply online.
Managing crisis communications – the role of faculty marketing managersLars Voedisch
Managing crisis communications – the role of faculty marketing managers
Why crisis communications and how to position yourself as faculty marketing managers
Crisis communication activation
Managing expectations and stakeholder communications
Communicating in a timely manner
2. Inside this case
Executive summary of the
case
Theory on business
environment
Introduction to Nestle
Analysis of the case
The Incident
Conclusion
And recommendation
3. Executive Summary
The case seeks to examine the Nestle experience with
respect to social media controversy in their facebook
page
The first section introduces Nestle and some theories
regarding business environment
The second section builds up on the critical analysis of
the incidents that led to the controversy
The last section concludes by explaining the lessons
obtained from the case and recommending various
ways on which similar cases can be handled and
adapted
4. Business Environment
Business Environment: refers to all external forces which
have a bearing on the function of business.
The business environment poses threats to a firm or
offers immense opportunity for potential market
exploitation
Business environment can be studied at different sub
categories including
economic, political, technological, natural, global and
sociological
5. Sociological Environment
It refers to people’s attitude to work and
wealth, role of
family, marriage, religion, race, cast, education,
ethical issues, and social responsiveness of
business
This case shows the reaction of people to an
organization which seems not responsible for
the environment protection i.e. deforestation.
So the next slide will tell us about Nestlé
6. Source: Nestlé website
Company origins
Henri Nestlé, born in 1814, began with developing a
formula for babies whose mothers couldn’t breastfeed
After a series of acquisitions and merges, a company
emerged by the name Nestlé and Anglo-Swiss Milk
Company in 1905 (Nestlé, n.d.)
The company expanded rapidly during World War I due
to high demand, even though resources were scarce
By war's end, the Company had 40 factories, and its
world production had more than doubled since 1914
Now, Nestlé employees over 280, 000 people and has
a facility in almost every country.
7. Plunging Into Social Media
Nestlé decided to reach out into the new trend of social
media roughly around the beginning of August 2006
Their first post on Facebook was:
Nestle I'm on the page as well,
viewing from Vevey .
January 21, 2009 at 3:17am
8. Analysis of The Incident
On March 17th Greenpeace, an organization devoted to
environmental protection, posted a video on YouTube
in protest of Nestlé 's workings with a company that
was involved in deforestation in Indonesia.
Nestlé was quick to respond by demanding the video
be taken down since it infringed on copyright laws.
YouTube complied as it agreed with Nestlé.
Greenpeace angry at this attempt to stop them they
started attacking Nestlé’s Facebook page
9. For More read http://tinyurl.com/nestlepalmoil.
Analysis of…
In response Nestlé wrote the following
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
oil for food and not soap or other personal care
products.
10. Analysis of…
This was a good move responding as quickly as they
could but the beginnings of social media misuse
A Customer Adrian Peters responded
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 irreplaceable 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, 2010 at 12:40pm
11. Analysis of…
Nestlés response
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, 2010 at 1:10pm
Another customer Dawn Camp wrote
tsk tsk tsk.... state a fact and don't get testy when
it's a business related site
March 17, 2010 at 1:26pm
12. For more read http://tinyurl.com/nestlepalmoil.
Analysis of…
More and more negative responses and use of an
altered version of Nestlé by customers
Nestlé wrote the following in response
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. March 18, 2010 at 8:11pm
But people still continue using the altered version of
Nestlé logo as their profile photo
13. Analysis of…
The extreme point of the fiasco was this comment by
Nestlé
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, 2010 at 2:26am
The attempt of controlling people’s comments caused a
tremendous uproar.
14. Analysis of…
The previous postings had gotten around 25 comments
but this one had well over 150 comments within a
matter of hours
It was this post that Nestlé began deleting the replies
made by the irate people and started arguing directly
with them instead of posting general announcements.
This resulted in the loss of many customers and a
decrease in the sales of its product aligned with a lot of
bad comments in its facebook, twitter , Youtube and
other accounts
15. Analysis of…
Nestlé soon realized that they were making matters
worse and about 12 hours after their original post they
made a public apology.
This (deleting logos) was one in a series of
mistakes for which I would like to
apologies. And for being rude. We've
stopped deleting posts, and I have
stopped being rude.
March 19, 2010 at 2:26am
16. Analysis of…
Nestlé made several posts about their new policies
regarding deforestation and sustainable palm oil plan for
2015.
People kept posting negative comments but it was now
mixed a little with people commending Nestlé for their
move.
They next tried writing a letter to Greenpeace to
appease their people but this too was met with great
resistance
Finally, they attempted to go back to their routine post
on their activities abroad.
17. Conclusion
Admit mistakes on time: If there is a problem and you
know it, you might as well as readily admit to it.
NEVER be condescending towards a commenter:
don’t try to give lectures to commenter's
You don’t make the rules in social media: Accept that
by choosing the medium, you choose to talk to the consumer as
an equal.
Always have a plan: Having a crisis management plan in
place that can be deployed online at the first hint of trouble is of
utmost importance.
18. Recommendation
To have somewhat loosely structured rules, as
guidelines for the employees that were responding to
people’s comments
To expect both positive and negative comment
To use a media that better suits with needs
Diverting the attention of customers was a good move
by Nestlé to settle such kind of social fiasco
To control their own responses in future so as to
prevent another fiasco.