COMMUNICATION CRISE OF NESTLE- 2010 -

Necip Fazıl KESKİNKILIÇ

THE CHRONOLOGICAL TIMELINE OF NESTLE

HOW CRIES OCCURED

In May 2010 Nestle announced a “zero

deforestation” policy which will focus on

amending its palm oil purchasing practices.

Greenpeace UK released a provocative YouTube video calling into question Nestlé's methods for

acquiring palm oil. Greenpeace claims that the company’s practices

contribute to rainforest deforestation and used YouTube as a platform to shock viewers with a video that likens eating a Kit Kat to

eating an orangutan.

The move follows a full blown Face book and Twitter attacks initiated by Greenpeace only weeks before.

Nestle Greenpeace

WHO ARE THE STAKEHOLDERS

COMMUNICATION FAULT OF NESTLE IN SOCIAL MEDIA

Greenpeace launched a social media attack on Nestle’s Kit Kat brand. In a YouTube video parodying the “Have a break; Have a Kit Kat” slogan, it highlighted the use of unsustainable forest clearing in production of palm oil.

Greenpeace had found that Nestle was sourcing palm oil from SinarMas, an Indonesian supplier that it claimed was acting unsustainably. Nestlé said it used only 0.7 per cent of global palm oil.

Nestlé’s initial response was to force the video’s withdrawal from YouTube, citing copyright. This led to a viral outbreak of criticism on social media – Facebook users, for example, were irritated by its threats to remove posts on its fan page containing Kit Kat logos that had been altered to read “Killer”.

After the video was withdrawn from YouTube, Greenpeace posted it on Vimeo, another social media site, where it had 78,500 views within hours; it reappeared on YouTube on March 21 and had been viewed 180,000 times overall.

TWITTER AND FACEBOOK ARE THE PRIMARY CHANNELS FOR MENTIONS

(GREENPEACE)

WHAT SHOULD NESTLE DO ?

Be prepared to use social media platform Be prepared for the possible crisisBe fast, open and respectful in communicating to societyGet positively involved in the dialogue with GreenpeaceInvolve CEOs or other official spokesperson.Shouldn’t censor users and contents

With the help of Positive Communication Styles, Nestle may overcome this cries without facing more problem than they expected. Open, Honest, Friendly, Warm communication styles are for this kind of unexpected cases.

Another recommendation is that; it would be very beneficiary if Nestle makes announcement by CEO or selected qualified spokesperson about finding common solution for this cries.

Especially showing aggressive social media fight is not professional approach for a company like Nestle because there are so many variations and different types of members in social media so Nestle cannot stop them all by implementing hard removing activities of videos and comments.

OUR RECOMMENDATION

THANKS FOR LISTENING AND

PATIENCE

NECİP FAZIL KESKİNKILIÇ