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Gestion de crise
en ligne
Identifier et connaître les canaux
McDonald’s
Kit Kat Greenpeace Palm Oil lobbying
Greenpeace - Kit Kat Palm Oil lobbying
• 17th March 2010 - UK Greenpeace posted a gory parody video of the standard Kit
Ka...
Nestlé & Greenpeace Learnings
• Greenpeace campaign succeeded in taking down the sentiment of KitKat to an extremely low
l...
RTS
Repondre sur le meme canal
Comprendre enjeux et cibles
Repertorier et organiser les messages qui circulent
Etre transparent
La redoute
Osez les excuses
• Simplicité
• Authenticité
• Valeurs
• Solutions
repondre
• Reactivité: dire que l’on a entendu
• Ne pas mettre d’huile sur le feu
• Ne pas chercher à avoir le dernier mot...
Principes de gestion
• Connaissance des communautés
• Intégration
• Personnalisation
• Ethique
• Réactivité
• Proactivité
...
Connaître ses communautés
@yan_luong
@yan_luong
Intégration
@yan_luong
@yan_luong
Personnalisation
@yan_luong
@yan_luong
Ethique
@yan_luong
@yan_luong
@yan_luong
Réactivité
@yan_luong
@yan_luong
Proactivité
@yan_luong
Monitoring
In which
country do do
people talk
about EPFL vs
ETHZ?
In which
language do do
people talk
about EPFL vs
ETHZ?
...
@yan_luong
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Gestion de crise en ligne

Gestion de crise en ligne

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Gestion de crise en ligne

  1. 1. Gestion de crise en ligne
  2. 2. Identifier et connaître les canaux
  3. 3. McDonald’s
  4. 4. Kit Kat Greenpeace Palm Oil lobbying
  5. 5. Greenpeace - Kit Kat Palm Oil lobbying • 17th March 2010 - UK Greenpeace posted a gory parody video of the standard Kit Kat – Take A Break ad, showing an office worker gnawing on an orangutan’s finger instead of a Kit Kat bar, and the tag line “Kit Kat Killer” • The aim was 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 • The campaign took off globally, with many people posting boycott Kit Kat messages on Twitter, YouTube and Facebook. • The Nestlé Facebook page was overrun with people begging Nestlé to stop using palm oil and killing the orangutans. Nestlé deleted the messaging and responded with angry comments faced additional backlash for handling their social badly • Greenpeace globally used other peaceful demonstrations on and offline • By 20th May 2010, only 10 weeks later, Nestlé announced it would stop sourcing the unsustainable palm oil, a huge victory for Greenpeace and social networking
  6. 6. Nestlé & Greenpeace Learnings • Greenpeace campaign succeeded in taking down the sentiment of KitKat to an extremely low level • Nestlé gave fuel to the campaign by having the YouTube video banned initially, causing international news services to pick it up, and giving the campaign oxygen (it went viral soon after) • Nestlé did not pro-actively respond using any social media, instead deleted Facebook comments and posted angry status updates around the use of the Nestlé logo by people within Facebook who wanted to bring awareness to the Greenpeace campaign, which caused even more uproar • Nestlé failure in social and its lack of social crisis management contributed significantly in Greenpeace success in the social campaigning • Two Australian specific tactical campaigns for KitKat - Desk Jockey and Take Back Time were launched early June to combat the negative impact of Greenpeace on the brand, but did not get enough traction to offset the overall decrease in brand sentiment until well after the capitulation of Nestlé
  7. 7. RTS
  8. 8. Repondre sur le meme canal
  9. 9. Comprendre enjeux et cibles
  10. 10. Repertorier et organiser les messages qui circulent
  11. 11. Etre transparent
  12. 12. La redoute
  13. 13. Osez les excuses • Simplicité • Authenticité • Valeurs • Solutions
  14. 14. repondre • Reactivité: dire que l’on a entendu • Ne pas mettre d’huile sur le feu • Ne pas chercher à avoir le dernier mot • Etre factuel • Etre de bonne foi • Dialoguer • Respecter les engagements pris
  15. 15. Principes de gestion • Connaissance des communautés • Intégration • Personnalisation • Ethique • Réactivité • Proactivité • Adaptation @yan_luong
  16. 16. Connaître ses communautés @yan_luong
  17. 17. @yan_luong
  18. 18. Intégration @yan_luong
  19. 19. @yan_luong
  20. 20. Personnalisation @yan_luong
  21. 21. @yan_luong
  22. 22. Ethique @yan_luong
  23. 23. @yan_luong
  24. 24. @yan_luong
  25. 25. Réactivité @yan_luong
  26. 26. @yan_luong
  27. 27. Proactivité @yan_luong
  28. 28. Monitoring In which country do do people talk about EPFL vs ETHZ? In which language do do people talk about EPFL vs ETHZ? Which blogs do talk about ETHZ? @yan_luong
  29. 29. @yan_luong

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