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CORCOM Copy of "NESTLE KERFUFFLE" a Prezi by Scott Douglas

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

Irene L

on 23 April 2010

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Transcript of CORCOM Copy of "NESTLE KERFUFFLE" a Prezi by Scott Douglas

have a break or what a PR disaster looks like online On Wednesday, march 17 the international environment and conservation body launched the latest phase of its campaign against the company which makes have a quick spat It inclued a killer logo a clear call to action and a cute, cuddly new internet star An essential element of the campaign was a rather clever if somewhat gruesome video posted on... KIT KAT'S PARENT COMPANY 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 an ADVANCED search for MENTIONS OF BOTH NESTLE AND greenpeace SHOWED AROUND 1500 in 24 hours 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
reach 18,OOO THEN 1500 TWEETS
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. voices like the
highly respected
mongabay.com -
one of the world's
most popular
and conservation
news sites all of this in just.. FOUR DAYS WHERE IT GOES
NEXT, IT SEEMS... IS UP TO YOU. Greenpeace vs. Nestle
Full transcript