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Nestle Greenpeace

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Jannah Jablonowski

on 10 April 2014

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Transcript of Nestle Greenpeace

Multinational corporation
Vevey, Switzerland
Brand equity
"Good Food, Good Life"
Environmental sustainability
Independent global campaigning organization
40 countries
Research, lobbying, quiet diplomacy
High-profile, non-violent conflict
Personal donations
"A Kat Fight"
"We exist to expose environmental criminals, and to challenge government and corporations when they fail to live up to their mandate to safeguard our environment and our future."
- Greenpeace
Where are They Now?
Social Media Disaster
Nestle's Missteps
Video censorship
Defensive strategies
Poorly trained spokespeople
No key message
Social mismanagement
March 2010
Palm Oil
Endangered orangutans
"Give Rainforests a Break"
Other brands have discovered that being more ethical is good business why has Nestle not? greenpeace.org/kitkat #KitKat
give the orangutan a break Stop Nestle using palm oil from destroyed rain forests http://bit.ly/Kitkat #kitkat #nestle
Champoux, V., Durgee, J., & McGlynn, L. (2012). Corporate facebook pages: When "fans" attack. The Journal of Business Strategy, 33(2), 22-30. doi:http://dx.doi.org/10.1108/02756661211206717
Blanchard, Olivier. (2010). Greenpeace vs. nestle: how to make sure your facebook page doesn’t become a PR trojan horse – part 1. The Brandbuilder Blog. Retrieved November 13, 2013 from http://thebrandbuilder.wordpress.com/2010/03/22/greenpeace-vs-nestle-how-to-make-sure-your-facebook-page-doesnt-become-a-pr-trojan-horse-part-1/
Greenpeace. (2013), About us. Retrieved November 12, 2013 from http://www.greenpeace.org/international/en/about/
MILMAN, O. (2010). Social problems for brands. B&T Magazine, 60(2721), 8.
Nestle. (2013). Brands a-z. Retrieved November 16, 2013 from http://www.nestle.com/brands
Laird, K. (2010). CRISIS TALKS. Marketing Magazine, 115(8), 30-31.
Reuters, Thomas. (2013). Nestle named one of the world's top ten most reputable companies. The Wall Street Journal. Retrieved November 17, 2013 from http://www.marketwatch.com/story/nestle-named-one-of-the-worlds-top-ten-most-reputable-companies-2013-04-10
Shreeves, Robin. (2010). Greenpeace and nestle in a kat fight. Forbes. Retrieved November 10, 2013 from http://www.forbes.com/2010/03/18/kitkat-greenpeace-palm-oil-technology-ecotech-nestle.html
Top ten most reputable company
Highest food and beverage
Jobs to young Europeans
Sinar Mas suspended
Partnership with The Forest Trust
Responsible Sourcing Guidelines
100% sustainable sourcing
No deforestation footprint policy
If you were Nestle's spokesperson, how would you have handled their Facebook page?
How could Nestle have been better prepared for this type of crisis?
Pete Blackshaw
Digital acceleration team
24 hour social media monitor
Open lines of communication
Company wide social media education
Viral Video
Worldwide dissemination
Poor PR
Multi-platform attack
"Brands have to be able to defend themselves in the social media [sphere], but in a constructive way that clarifies the situation"

-Ken Evans
senior vice-president
Apex Public Relations.
Lessons Learned
Serious sustainability
Social media influence
Value of spokesperson
Two way communication
Issue acknowledgment
Food for Thought
Why were the Greenpeace tactics so effective in generating buzz?
"Companies need to remember to get off their high horse and realize the logo is not iconography"
- Daniel Torchia
managing director
Torchia Communications
Full transcript