Preview

Nestlé: a Social Media Nightmare

Best Essays
Open Document
Open Document
3281 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Nestlé: a Social Media Nightmare
Nestlé: A Social Media Nightmare

Strategic Communication Plan

Submitted to Dr. Iman Seoudi

Presented by Menat Farag

Table of Contents Executive Summary 3 Situational Analysis 4
Objectives 6
Audience Identification 6
Key Messages and Channels 7 Facebook Page 7 Press Release 7 Indirect Messages 8 Post Crisis: Communicating Through Social Media 10
Communication Objectives 10
Communication Guidelines 11
Key Performance Indicators and their Evaluation 12 References 14

Executive Summary

The purpose of this paper is to discuss the case “Nestlé: A Social Media Nightmare”. First, a situational analysis will be presented to assess the current crisis Nestle is undergoing along with the communicational mistakes made and their implications. Next, a communication plan will be suggested to Nestlé’s management for during and post crisis. Designed communication messages aiming at overcoming the crisis effect will be proposed to Nestlé’s team in order to regain and maintain the company image. Finally, major KPIs that would guide the evaluation of the communication Plan will be discussed.

Situational Analysis
Nestlé is undergoing a major crisis as a result of the PR campaign launched against it by the Greenpeace organization. The response of the management team to the opposing campaign has played a major role in its success and consequently the image of the company was damaged. This has lead to a major drop in Nestlé’s stock price. In order to clearly assess the problem and resolve it, major mistakes made along with their implications need to be addressed.
First, withdrawing the video in contrast to what the management perceived at the moment had done more damage than good. As stated in the case according to Greenpeace Forest campaigner Freya Putt: “By pulling the video from You Tube, it inspired more people to want to watch the video”. By taking this action Nestlé has pleaded guilty to the crime and made Greenpeace case more solid. The



References: Bigio, B. (2010) Nestlé: A Social Media Nightmare, case, The University of Western Ontorio: Richard Ivey School of Business Foundation. Boivee & Thill, “Business Communications Essentials,” 4th edition, 2010. Munter, “Guide to managerial communications,” 8th edition, Pearson, 2009.

You May Also Find These Documents Helpful

  • Powerful Essays

    [ 10 ]. Nestle Corportate. "About Us." Home. Nestle, 2012. Web. 01 June 2012. .…

    • 6778 Words
    • 28 Pages
    Powerful Essays
  • Best Essays

    Facebook Case Study

    • 2579 Words
    • 11 Pages

    Lin, Nan. 1999. "Building a network theory of social capital." Connections 22 (1): 2851. Lusch, Robert 2007. "Marketing 's Evolving Identity: Defining our Future". Journal of Public Policy & Marketing 26 (2): 261- 268. Lynas Corporation Price Quotes. 2013. "Quotes and Research." Comsec website. Accessed February 9. https://www2.comsec.com.au/Private/MarketPrices/Charts/Charts.aspx?stock Code=LYC Macnamara, Jim. 2010. "Electioneering 2010: Social media in the Australian federal election." paper produced for the Australian Centre for Public Communication, University of Technology Sydney, Sydney, http://www.fass.uts.edu.au/communication/centres/acpc/docs/eelectioneering-2010-acoc-report.pdf Mangold, W. G. and Faulds, D. J. 2009. Social media: The new hybrid element of the promotion mix. Business Horizons 52 (4): 357-65. McEleny, Charlotte. 2011. "French Connection and Dove start selling on Facebook. (cover story)." New Media Age, 01-03. Oreskovic, Alexei. 2013. "Facebook 's mobile ad revenue doubles in fourth quarter." Yahoo! Finance, January 30. http://finance.yahoo.com/news/facebook-growsrevenue-40-percent-211444541.html Paterson, P. 2011. "How Australia 's Top 500 companies are using social media." Marketing June 2012, 40. Roosendaal, Arnold. 2011. "Facebook tracks and tracers everyone: Like this!" Tilburg Law School Legal Studies Research Paper series, 3: 1-9. 11…

    • 2579 Words
    • 11 Pages
    Best Essays
  • Better Essays

    Uk Oil Industry

    • 2807 Words
    • 12 Pages

    Primary sources couldn’t be managed to prepare this assignment. Secondary Sources have been used to make this report. Secondary information was collected from online journal, articles and the official web sites of Nestle. Some other sources that have been used to find out the information are given on the Bibliography section.…

    • 2807 Words
    • 12 Pages
    Better Essays
  • Good Essays

    Business Research Ethics

    • 790 Words
    • 4 Pages

    There were a lot of people that would be affected by the scandal of Nestle. One of the biggest groups of people affected by the scandal would be the mothers that Nestle was marketing to in the less developed country. The mothers were more or less forced to go with the product because of a lot of misleading…

    • 790 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Social Media

    • 1595 Words
    • 7 Pages

    Mainwaring, S. (2011). We First: How Brands & Consumers Use Social Media To Build A…

    • 1595 Words
    • 7 Pages
    Better Essays
  • Powerful Essays

    Before evaluating some reasons why social media marketing has become so popular in today’s marketplace, what exactly does the buzz phrase social media marketing mean? A working definition for consideration has been provided by (Ward, 2012), “Social media marketing consists of the attempt to use social media to persuade consumers that one’s company, products and/or services are worthwhile.” By recognizing that social media is a powerful marketing tool to persuade or allure consumers, numerous companies like Pepsi, Starbucks, and Hyundai to name a few, have benefited and continue to benefit from it. Further evidence of this will be provided later on. Furthermore, many companies use social media sites or networks such as Facebook, Twitter, YouTube, Google, LinkedIn, and others to generate a lot of…

    • 5061 Words
    • 21 Pages
    Powerful Essays
  • Better Essays

    Blendtec Case

    • 1573 Words
    • 7 Pages

    For the new media assignment our group decided to analyse a social media case. We found the Blendtec case to be extremely interesting and powerful to be shared with the rest of students. The case describes the enormous success, “Blendtec”, an American manufacturer of high performance durable blenders had with the help of Social media marketing.…

    • 1573 Words
    • 7 Pages
    Better Essays
  • Best Essays

    Social Media Marketing

    • 2631 Words
    • 11 Pages

    Richardson, N. (2010). A Quick Start Guide to Social Media Marketing: High Impact, Low-Cost Marketing That Works. Philadelphia, PA: Kogan Page Limited.…

    • 2631 Words
    • 11 Pages
    Best Essays
  • Powerful Essays

    Over the past five years, use of social media has seen tremendous growth; not just in usage by the average consumer, but also by businesses that are chasing these consumers. In order to take advantage of the potential benefits, businesses must first understand the history of social networking, who the users are (through statistical analysis and business intelligence), the marketing and information management of this platform including CRM (customer relationship management), what potential legal and ethical issues might arise (and how to manage them), where social networking is heading in the future, and finally; whether it is an appropriate fit from a business perspective to invest time and money into social networking. The term “social media” is used to describe the websites and applications used for social networking (Oxford, n.d.). Thus, the terms “social media” and “social networking” are not identical, but they share sufficient similarities to be used interchangeably throughout the following paragraphs.…

    • 4991 Words
    • 20 Pages
    Powerful Essays
  • Powerful Essays

    Branding in Digital Age

    • 4362 Words
    • 18 Pages

    Consumers today connect with brands in fundamentally new ways, often through media channels that are beyond manufacturers’ and retailers’ control. That means traditional marketing strategies must be redesigned to accord with how brand relationships have changed. Once, a shopper would systematically winnow his brand choices to arrive at a final selection and complete his engagement by making a purchase. Now, relying heavily on digital interactions, he evaluates a shifting array of options and remains engaged with the brand through social media after a purchase. Smart marketers will study this “consumer decision journey” for their products and use the insights they gain to revise strategy, media spend, and organizational roles.…

    • 4362 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    The fact that many people use social media to discuss their thoughts and views online, has caused business to alter their communications and marketing strategies to better fit the new mean of sending out messages. Social media is presently used in place of the “old-fashioned” marketing tools, such as TV, billboards, radio, etc.…

    • 1240 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Browne, M. N. & Keeley, S. M. (2012). Asking the right questions: A guide to critical…

    • 6395 Words
    • 26 Pages
    Powerful Essays
  • Powerful Essays

    AND SOCIAL MEDIA December 2010 FMCG *Interbrand (2009) 1 Analysis of the eight most valuable Swiss brands* in the FMCG industry: How do they use social media? TABLE OF CONTENTS An introduction to Social Media in the FMCG industry.......................... pag. 3 Best and worst practices.....…

    • 7152 Words
    • 205 Pages
    Powerful Essays
  • Powerful Essays

    nestle

    • 1972 Words
    • 8 Pages

    Nestlé, as the most famous food and beverage company, is established in Vevey, Switzerland. With the global development, Nestlé employs over 330,000 employees, creates more than 2000 brands worldwide and operates business in approximately 86 countries. Thus, there are many contracts between Nestlé and manufacturers, some of whom provides exclusive services for the company. Currently, Nestlé starts with the concept that forms a nutrition, health and wellness company and the mission that good food, good life via its brands and acquisitions (Nestlé website, 2014).…

    • 1972 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    In the realm of global economic crisis, Starbucks had started to experience losing revenue and shifting market segment from High income, well-educated, white-collar professionals between the ages of 25 and 45 to younger generation. The newer customers were younger, less well-educated, and in a lower income bracket- than their more established customers- had less frequent visits and a different perception of Starbucks. Starbucks had lost the connection between satisfying customers and growing the business under threat of global economic crisis. This was the big concern which had been expressed that Starbucks lost communication between market segments and their relation with each other. Starbucks experience depends on translation of their confusion to the customers by using online social media tools to involve in the community and search out, get advice for new product offers and build strong relationship over the social media to recover the Starbucks experience as it was in store environment and it will be always.…

    • 1344 Words
    • 6 Pages
    Powerful Essays