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
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.