OVERCOME THE MEDIA CRISIS
SUBJECT: TASK 2 - CASESTUDY 5 - SOCIAL ECOMMERCE
LECTURER: NGUYEN NGOC THUY TIEN
PRESENTATION: GROUP THUTHAO
TEAM MEMBERS By group ThuThao
Kiến Long Quang Sáng Thu Thảo Mỹ Uyên
Đình Thành Tâm Tuấn Phương Ngân
Table of Content
1 Brief description about the crisis
2 How is the brand before and after the media crisis?
3 What have brand's owners done something?
4 How to prevent the similar media crisis?
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QUESTION 1
BRIEF DESCRIPTION ABOUT THE CRISIS
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About Nestle
The company was founded in 1866
by Mr. Henri Nestlé
Nestle is the world's largest food and
beverage company.
A world-leading brand portfolio
Over 2000 brands
A global presence
Products sold in 188 countries
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Nestlé KitKat has been a well-loved and favoured chocolate
bar throughout its existence, well-known for its delightful blend
of crispy wafers and smooth milk chocolate.
Kitkat is combined with advice to "Have a break, have a Kit Kat."
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Founded in 1971
Greenpeace is an international
environmental protection organization
active in more than 40 countries.
Use peace campaigns to raise
awareness about environmental
protection issues
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Give Orangutans a Break
2010 Greenpeace launched a
campaign to highlight how Nestlé's
sourcing of palm oil was endangering
orangutans in Indonesia.
Greenpeace discovered that Nestlé
sourced palm oil from Sinar Mas
(Nestlé's partner), an Indonesian
company that is believed to be
seriously affecting the environment.
Nestlé responded that they only use 0.7% of the entire world's palm oil.
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Anti-KitKat
This video is the start of a media
crisis, forcing Nestle to come up with
a solution.
On Facebook, people started
sharing images of the logo
transforming the word KitKat into
the word "Killer".
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QUESTION 2
HOW IS THE BRAND BEFORE AND AFTER THE MEDIA CRISIS?
Nestlé
before
the media crisis
Nestlé was considered one of the leading
multinational corporations in the food and
beverage sector.
Nestlé 's brand is often highly appreciated
for its quality.
Nestlé was seen as an icon in the food and
beverage industry.
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Nestlé
before
the media crisis
Nestlé also has social and
environmental protection activities
Regularly implementing programs and
campaigns such as nutrition
education and support for farmers and
the communities where the company
operates.
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Nestlé
after
the media crisis
Nestlé's copyright claim on the KitKat image and
video removal attempt led to criticism and
boycott calls on social media.
Greenpeace re-posted the censored clip on
Vimeo, used X (Twitter ) to spread. Web users re-
posted the clip widely through other social,
garnering over 300,000 views.
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Nestlé
after
the media crisis
On Facebook, people started sharing the logo
Kitkat turned into the word “Killer”. This action
happens immediately on Nestle's official page.
During the time , the Anti-KitKat movement
became a wave that covered online media
channels around the world.
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QUESTION 3
WHAT HAVE BRAND'S OWNERS DONE SOMETHING?
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Speed of response
Nestlé immediately responded to the video, but misidentified
the issue as they claimed that Greenpeace had violated its
copyright by using the KitKat image.
Nestlé added fuel to the fire, causing this information to
spread quickly in the online community and become a real
crisis.
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Not responding
Instead of trying to police social media, Nestlé has not issued any official
response to the campaign's accusations that its palm oil sourcing
practices endanger orangutans.
Their silence allows negative publicity to continue to spread. And it took
them 2 months to quietly solve the problem.
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Monitoring reaction
When Greenpeace's first video was posted, Nestle's
team closely monitored the video's engagement.
After seeing the rapid growth of a large
sympathetic audience, Nestle understood that this
would bring about a major crisis, so it was
imperative that they solve the problem as quickly
as possible.
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Holding patterns
Temporarily suspend cooperation with old supplier
from Sinar Mas and held a meeting with Greenpeace
to provide detailed information on the palm oil
supply chain
Start looking for new suppliers that adhere to higher
social and environmental standards.
Continue dialogue with Greenpeace to better
understand the problem and find a satisfactory
solution.
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Post crisis debrief and
social policy update
Update and perfect policies related to social network
management, established a team to monitor and handle
incidents on social networks.
Recognize the importance of risk management and
improve your ability to respond to future crises
At the same time, improve image through enhanced
communication.
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Social crisis management
conclusions
Strong evidence for the power of Social Media platforms.
Greenpeace has used it very effectively (the campaign cannot be suppressed).
Nestle's slow and silent approach has failed its crisis management methods
Monitor continuously and have a team to analyze and measure the level of crisis.
Identify and properly handle key issues of the crisis
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QUESTION 4
HOW TO PREVENT THE SIMILAR MEDIA CRISIS?
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Prevent similar media crises
Pete Blackshaw has established a specialized
"digital" team as part of the strategy to monitor
social media activities around the clock.
Furthermore, Nestlé leaders worldwide often visit
the headquarters in Switzerland to observe the
team's operations firsthand.
“On social media,” Mr. Blackshaw says, “perhaps
the best measure of success is the resounding
sound of silence.”
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CONCLUSION
Make the most out of your relationship with social
media; don't let social media suffocate your
business.
Social media is not a company's home, so don't
prohibit people from saying things that the brand
may not want. This domain belongs to "others".
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THANK YOU
FOR LISTENING
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