Two Social Media Crises

Nestle vs. Greenpeace and Facebook Fans

NestleWorld’s leading Nutrtion, Health and

Wellness companyGlobal brand

PurinaPureLife water GerberJenny Craig, PowerBarCrunch, Butterfinger, Wonka, Kit Kat

Issue #1Greenpeace launches campaignNestle getting palm oil from Sinar MasFake Kit-Kat commercialNestle takes action to remove viral video

Response to Issue #1Nestle's response to palm oil usageCommitted to using “Certified Sustainable

Palm Oil” by 2015Cancelled contract with Sinar Mas

Still using Cargill supplierQ&A appears to answer Greenpeace attack

on palm oil use

Issue Management StrategiesPalm oil response focuses on policy

changesUndergoing investigations of palm oil

sourceNestle Supplier Code for non-negotiable

minimum standardsImage repair strategies of corrective action,

denial, and reducing offensiveness

Issue #2Anti-Nestle chatter moves to Facebook Fan

Page Social media team not properly handling

response to anti-Nestle commentsGets more media attention for social media

failure

Response to Issue #2No official response yetAllowing feedback to continue on FacebookVery few responses from Nestle moderatorRedirects to Web site Q&A

More of what we expect to see for PR driven responses

Social Media StrategiesBrand issuesDeleting altered images of logoRhetorical response to comments not

adhering to image repair strategies

Image Repair - IgnoredMaking things worse through moderator

comments on FacebookUndoing any good their image repair has

done on Web site

Nestle @Paul Griffin - that's a new understanding of intellectual property rights. We'll muse on that. You can have what you like as your profile picture. But if it's an altered version of any of our logos, we'll remove it form this page. (March 19 at 1:45am)

Nestle Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus. (March 19 at 1:53am)

Nestle you have freedom of speech and expression. Here, there are some rules we set. As in almost any other forum. It's to keep things clear. (March 19 at 1:55am)

Nestle Oh please .. it's like we're censoring everything to allow only positive comments. (March 19 at 1:58am)

Helen Constable I'd like to know if the person writing the comments for Nestle, actually has the backing from Nestle? I doubt it. Even a dumb ass company like them would get such an idiot to be their public voice. (March 19 at 3:10am)

Nestle I think you missed out the 'not' there, Helen (March 19 at 3:12am)

Helen Constable Yes well I'm lacking in the first morning NOT NESTLE coffee. I think you missed your manners in your comments. (March 19 at 3:14am)

Matt Konig I'm not sure why you dislike the moulding of your kitkat logo into "killer" I personally think it's quite catchy (March 19 at 3:16am )

Nestle @Matt - you could start here: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm (March 19 at 3:20am)

Hyra Zaka is a nestle rep running this page????? (March 19 at 3:39am)

Nestle We welcome debate, @Hyra - from any opinion. It helps us to know what people think and feel. (March 19 at 3:44am)

Nestle As you can see we're learning as we go. Thanks for the comments. (March 19 at 10:03am)

Nestle This (deleting logos) was one in a series of mistakes for which I would like to apologise. And for being rude. We've stopped deleting posts, and I have stopped being rude. (March 19 at 12:29pm)

OutcomesWeb site statements and content are

appropriateRedirecting Facebook fans to Web site is

appropriateIrreversible damage because of social

media responsesUnclear how to fix thisTrying to move past it

Nestle For Cargill see: http://www.cargill.com/corporate-responsibility/pov/palm-oil/index.jsp.

We are moving to sustainable palm oil as fast as food safety and the complex supply chain will allow - see above. (March 17 at 11:01am)

Adrian Peters So is it true that you're still buying unsustainable palm oil as Mr Woolley points out? Also '...by 2015, ' in five years a lot of irreplaceble forest could be wiped out by then. Simply put Kit Kats bear no importance to life compared to ancient endangered forests , which is more important in reality? Surely you can use other less damaging oils instead of palm oil. No? (March 17 at 11:40am)