Nestle Social Media

Backlash

Presented by PR Head

Agenda
Context
Backlash in Facebook
Nestl Facebook Page
Nestles Stand
Nestles Actions
Nestle revamped PR Strategy
Key learnings

Context

Nestl, found itself mired in a public relations nightmare in 2010 with the
environmental protection group Greenpeace International
The Group held that the companys chocolate confectionery brand Kit Kat contained
palm oil, whose production was leading to the destruction of rainforests.
Palm oil has a range of uses and is principally grown in Indonesia where it makes a
substantial contribution to the economy.
However, the expansion of palm oil cultivation came at the cost of destruction of
rainforests, which were a home to the orangutans.
Palm oil, derived from the pulp of the fruit of the palm tree, has a variety of uses
ranging from food and consumer products to cooking oils and fuel additives.

Backlash in Facebook

Nestl went on to suffer a negative onslaught on social media

The Nestl Facebook fan page suddenly saw an influx of visitors. Negative
comments about Nestl s actions began to spread on the site.
It seemed as if Nestl s Facebook page moderator had became too vigilant

Observers were shocked at the tone of the Nestl moderator, who did not
seem to have a good attitude and wanted to censor opinion on Facebook.
Nestl begun to remove all the critical comments and any comment where
the user had a profile picture with an altered Nestl s logo.

Greenpeace supporters started posting more and more negative comments

with altered logos.

Nestl Facebook Page

Altered logos on Nestles Facebook page

Nestles Stand

Nestl wanted to protect its Facebook page

As a reputed brand, we have been serving our customers with
utmost dedication and commitment for more than 140 years
We felt our reputation was being targeted with malicious
intent
As a first step, our team has already apologized

Nestles Actions
Nestl had joined a coalition calling for a moratorium on
rainforest destruction for palm oil in Indonesia
We had become an active member of the Roundtable for
Sustainable Palm Oil.
We have suspended purchases from a supplier (Sinar Mas)
which had admitted to mistakes in the area of deforestation.
We have made it clear to its suppliers of blended palm oil that it
would not tolerate the presence of oil from non-sustainable
sources

Nestles Actions
Nestle has pledged to use only certified sustainably sourced
palm oil by 2015
The company had made rapid progress on certified palm oil
and palm oil certificates and had covered 18% of its
purchases and would cover 50% by 2011.
The company had conducted an in depth analysis of its
supply chain to ensure transparency and formulate detailed
action plans
We have begun to audit our suppliers.
Nestle has intensified cooperation with international
organizations for building a global movement to support the
Development
Implementation
Disclosure of sustainable forestry practices

Nestle revamped PR Strategy

Nestle had set up a digital acceleration team as part of Nestls efforts
to monitor social media sentiment 24 hours a day.

When the team sees problems, the communications unit co-ordinates

the companys engagement with the relevant parties, such as
Suppliers
Campaigners
Governments
Consumers.
Nestl executives from across the globe visit the digital acceleration
team centre at the headquarters in Switzerland, to learn about
managing social media communications and digital marketing.

Key learnings

Be prepared to use social media platforms

Be prepared for the possible crisis
Be fast, open and respectful in response
Take the issue and customers seriously
Get involved in the dialogue with civil activist groups
Should not use censors on users and contents (rights of free speech)

Key learnings