Éléments de présentation pour soutenir ma conférence dans le cadre de Webcom 2010 (printemps). La crise provoquée: la campagne de Greenpeace contre Nestlé (KitKat) de mars 2010.

1. La gestion de crise à l’ère du Web en
temps réel
Étude de cas
Patrice Leroux
26 mai 2010

3. 17 mars 2010: lancement de la campagne
Greenpeace Nestlé Killer
http://www.greenpeace.org/international/campaigns/climate-change/kitkat

4. http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

5. http://www.facebook.com/greenpeace.international

6. Twitter pour relayer l’information. On parle d’un «Twitstorm»...

7. http://www.greenpeace.org.uk/files/po/b-index.html

8. Source: http://vimeo.com/10236827

13. http://www.facebook.com/pages/Your-Nestle-comments-wont-get-deleted-here/
100384110002109

16. Consulté le 29 mars 2010

17. Consulté le 1e avril 2010

19. Une rue du quartier de Croyndon au sud de Londres
Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/
4439852239/

20. À l’intérieur de l’AGA de Nestlé du 15 avril 2010 (à Lausanne)
Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/
4439852239/

21. À l’extérieur de l’AGA de Nestlé du 15 avril 2010 (à Lausanne)
Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/
4439852239/

22. À l’extérieur de l’AGA de Nestlé du 15 avril 2010 (à Lausanne)
Source: http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/
4439852239/

23. http://www.nestle.com/MediaCenter/SpeechesAndStatements/AllSpeechesAndStatements/statement_Palm_oil.htm

26. http://www.greenpeace.org/international/campaigns/climate-change/kitkat

27. La conversation se poursuit...
http://www.facebook.com/Nestle

28. La crise fortuite
Le volcan Eyjafjöll

29. Twitter British Airways
http://twitter.com/britishairways

32. http://twitter.com/CDGFACILE

35. Carpool Europe
http://www.facebook.com/carpooleurope

36. http://www.facebook.com/pages/I-need-to-get-home-Volcanic-Ash/119877481359138

37. Merci de votre attention
Patrice Leroux
patrice.leroux@umontreal.ca
http://twitter.com/patriceleroux
http://patriceleroux.blogspot.com/

38. Références et ressources complémentaires
Greenpeace et Nestlé sur rue89
http://eco.rue89.com/2010/03/31/greenpeace-contre-nestle-lheure-de-la-web-guerilla-145365
Greenpeace vs. Nestle: How to make sure your Facebook page doesn’t become a PR trojan horse –
Part 1
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 vs. Nestle: How to make sure your Facebook page doesn’t become a PR trojan horse –
Part 2
http://thebrandbuilder.wordpress.com/2010/03/24/greenpeace-vs-nestle-how-to-make-sure-your-
facebook-page-doesn%E2%80%99t-become-a-pr-trojan-horse-%E2%80%93-part-1/
Nestlé et sa page Fan facebook. Pourquoi l’échec était-il inévitable ?
http://www.mediassociaux.com/2010/03/22/nestle-et-sa-page-fan-facebook-pourquoi-lechec-etait-
il-inevitable/
5 lessons from Neslté.s Facebook PR disaster
http://prdisasters.com/five-lessons-from-nestles-facebook-pr-disaster/
Nestlé fails at social media
http://www.techeye.net/internet/nestle-fails-at-social-media
Nestlé, Greenpeace, Facebook et relations publiques dans les médias sociaux
http://geoffroigaron.com/2010/04/actualite/nestle-greenpeace-facebook-et-relations-publiques-
dans-les-medias-sociaux/
Nestlé sets timetable for palm oil decision
http://www.guardian.co.uk/sustainable-business/nestle-cargill-palmoil
Nestlé: Why a Facebook Fan Page Was Not a Good Idea (Sébastien Provencher)
http://blogs.praized.com/seb/facebook/nestle-why-a-facebook-fan-page-was-not-a-good-idea/

39. Références et ressources complémentaires
Suite...
Greenpeace et Nestlé sur Facebook : l’art de la guerre
http://fr.readwriteweb.com/2010/03/30/a-la-une/greenpeace-nestl-sur-facebook-lart-de-guerre/
Que faire en cas de crise à cause des médias sociaux
http://www.dialogordeath.com/que-faire-en-cas-de-crise
A Chronology of Brands that got punk’d by Social Media
http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-
media/
Neslté’s Facebook Page : How a company can really screw up Social Media
http://blogs.bnet.com/businesstips/?p=6786&tag=col1;post-1887
What Other companies can learn from Nestle’s Facebook page
http://www.labnol.org/internet/nestle-facebook-page/13208/
Nestlé Kerfuffle : Scott Douglas
http://prezi.com/kmrh4fmlzsen/nestle-kerfuffle/
Nestle’s offending page
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
A New world?: Social media protest against Nestle may have longstanding ramifications
http://news.mongabay.com/2010/0320-hance_socialmedia.html

40. Références et ressources complémentaires
Suite...
Nestle Facebook Response Leaves Sour Taste
http://socialmedialibrary.co.uk/blog/2010/03/nestle-facebook-response-leaves-sour-taste/
Quick response to Nestlé but not much to report (17 mars 2010)
http://www.greenpeace.org.uk/blog/forests/quick-response-nestle-not-much-report-20100317
Durant l’AGA de Nestlé (15 avril 2010)
http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/4439852239/
Nestle Meets Greenpeace's Demands Following Social Media Backlash
http://mashable.com/2010/05/17/nestle-social-media-fallout/
Nestlé becomes TFT's newest member
http://www.tft-forests.org/news-detail.php?newsid=306
Sinar Mas. New Evidence: Rainforest and Peatland destruction
http://www.greenpeace.org/belgium/Global/belgium/report/2010/4/newevidence.pdf
Nestle: Taking a Bite Out of Rainforests
http://members.greenpeace.org/blog/greenpeaceusa_blog/2010/03/17/nestle_taking_a
Nestle Meets Greenpeace’s Demands Following Social Media Backlash
http://mashable.com/2010/05/17/nestle-social-media-fallout/
Nestle/Facebook/Greenpeace Timeline
http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces?c=1
Brand Monitoring : What we can learn from the Nestle-Facebook Crisis
http://horngroup.blogs.com/horn_group_weblog/2010/03/brand-monitoring-what-we-can-learn-from-the-
nestlefacebook-crisis.html