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Copy of NESTLE KERFUFFLE

A timeline showing how the first four days of the online PR battle between Nestle and Greenpeace . It shows the numbers of people online who helped drive the PR disaster for Nestle over the company's alleged use of unsustainable palm oil and resultant dam
by

Tony Baynes

on 27 April 2010

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Transcript of Copy of NESTLE KERFUFFLE

What a PR disaster looks like online On Wednesday, march 17 launched the latest phase of its campaign against the company which makes It inclued a killer logo posted on... REACTED SWIFTLY and demanded the video be removed citing breach of copyright agreed so began a social media firestorm that spread across the globe reaching millions of people in the course of a few short days Greenpeace Found a new home for their video within hours the video attracted 78,500 views there's nothing like the threat of censorship to get the social media masses mobilised and word started to spread across social networks with 400 million members was the natural first port of call Nestle's fan page suddenly had a lot of visitors on an alternative sharing site ... as negative comments flooded in the fan page moderator SAW RED... By friday, march 19 the issue went mainstream crossing over from social media into traditional media By saturday march 20 (just 72 hours in) the blogosphere and were buzzing meanwhile, twitter
mentions went into
overdrive, according
to #HASHTAG MONITOR tweetreach showed
the most recent 50
tweets had reached
almost 18,000 people let me do the math for you THat's 30 pages of tweets with 50 tweets per page on a single search term on a single day so if 50
tweets
reach 18,OOO THEN 1500 TWEETS
COULD HAVE REACHED 540,000 BUT IT DIDN'T STOP THERE... WHILE BESEIGING FACEBOOK SOME FOLKS DECIDED TO SET UP THEIR OWN PAGE MEANWHILE, THOSE
CLEVER PEOPLE AT deployed a new weapon... which meant
ads like this.. started to appear
EVERYWHERE! people who clicked
those ads got through
to a page like this... it offered the
banned video
as a free gift and urged web
users to share
it widely online by sunday,
march 21... this had
happened by 6pm on the 21st the banned video
appeared back on
youtube. many times. at least 20
times, with
a combined
view total
of almost... 180,000 now the talk started
to change. some people
suggested this was the
first truly global case
of social media changing
the business landscape. all of this in just.. FOUR DAYS AND A RATHER CLEVER VIDEO
Full transcript