Gestion de crise en ligne

1. Gestion de crise
en ligne

2. Identifier et connaître les canaux

3. McDonald’s

4. Kit Kat Greenpeace Palm Oil lobbying

5. Greenpeace - Kit Kat Palm Oil lobbying
• 17th March 2010 - UK Greenpeace posted a gory parody video of the standard Kit
Kat – Take A Break ad, showing an office worker gnawing on an orangutan’s finger
instead of a Kit Kat bar, and the tag line “Kit Kat Killer”
• The aim was to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a
global supplier that was destroying the south east Asian rainforests where
orangutan’s were being threatened
• The campaign took off globally, with many people posting boycott Kit Kat
messages on Twitter, YouTube and Facebook.
• The Nestlé Facebook page was overrun with people begging Nestlé to stop using
palm oil and killing the orangutans. Nestlé deleted the messaging and responded
with angry comments faced additional backlash for handling their social badly
• Greenpeace globally used other peaceful demonstrations on and offline
• By 20th May 2010, only 10 weeks later, Nestlé announced it would stop sourcing
the unsustainable palm oil, a huge victory for Greenpeace and social networking

6. Nestlé & Greenpeace Learnings
• Greenpeace campaign succeeded in taking down the sentiment of KitKat to an extremely low
level
• Nestlé gave fuel to the campaign by having the YouTube video banned initially, causing
international news services to pick it up, and giving the campaign oxygen (it went viral soon
after)
• Nestlé did not pro-actively respond using any social media, instead deleted Facebook
comments and posted angry status updates around the use of the Nestlé logo by people
within Facebook who wanted to bring awareness to the Greenpeace campaign, which caused
even more uproar
• Nestlé failure in social and its lack of social crisis management contributed significantly in
Greenpeace success in the social campaigning
• Two Australian specific tactical campaigns for KitKat - Desk Jockey and Take Back Time were
launched early June to combat the negative impact of Greenpeace on the brand, but did not
get enough traction to offset the overall decrease in brand sentiment until well after the
capitulation of Nestlé

7. RTS

8. Repondre sur le meme canal

9. Comprendre enjeux et cibles

10. Repertorier et organiser les messages qui circulent

11. Etre transparent

12. La redoute

13. Osez les excuses
• Simplicité
• Authenticité
• Valeurs
• Solutions

14. repondre
• Reactivité: dire que l’on a entendu
• Ne pas mettre d’huile sur le feu
• Ne pas chercher à avoir le dernier mot
• Etre factuel
• Etre de bonne foi
• Dialoguer
• Respecter les engagements pris

15. Principes de gestion
• Connaissance des communautés
• Intégration
• Personnalisation
• Ethique
• Réactivité
• Proactivité
• Adaptation
@yan_luong

16. Connaître ses communautés
@yan_luong

17. @yan_luong

18. Intégration
@yan_luong

19. @yan_luong

20. Personnalisation
@yan_luong

21. @yan_luong

22. Ethique
@yan_luong

23. @yan_luong

24. @yan_luong

25. Réactivité
@yan_luong

26. @yan_luong

27. Proactivité
@yan_luong

28. Monitoring
In which
country do do
people talk
about EPFL vs
ETHZ?
In which
language do do
people talk
about EPFL vs
ETHZ?
Which blogs do
talk about
ETHZ?
@yan_luong

29. @yan_luong