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Nestle

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        B    R    E    N    D    A    G    U    A    N    I    L    O     A    R    A    U    J    O         2       0       1       4       G    L    O    B    A    L    M    A    R    K    E    T    P    E    R    S    P    E    C    T    I    V    E UNIVERSIDAD PRIVADA DEL NORTE DOCENTE: SAGASTE SAGASTEGUI TORIBIO  Nestle is the ultimate case of corporate crisis miscommunication on social networks. In this post we will explain its srcin from this disaster as 2.0 was created and how it could have been avoided. Surprising that multinational companies investing heavily in its Marketing strategies are not even aware of the change that social media has meant for corporate communication and the risks of intervening in these media without knowing and respecting the commonly accepted rules of etiquette for their users. It all began on March 17 when Greenpeace published a report that said that Nestlé uses palm oil from Indonesia to develop its products and its supplier, Sinar Mas, violates Indonesian law deforesting the jungle and destroying the habitat of protected species such as orangutans. Nestle responded by denying the charges and saying that your provider is Cargill, but environmentalists who claim that Sinar Mas is, in turn, Cargill provider, launched a campaign on YouTube, Twitter and Facebook inviting web surfers to use a logo Kit-Kat modified with the word killer . On March 18 the Swiss multinational managed to withdraw the Youtube video alleging misuse of their trademark and posted on his Facebook page in an entry that said their fans that if they published any change in your logo erased publication. A most fans do not like the censorship imposed by Nestle, instead of dealing with complaints and questions of his followers replied that both the logo and Facebook page are owned by the company, so that only sets Nestle participation rules and if someone is not satisfied is free to stop being a fan.  This attitude has led to a global offensive against the Swiss company, both anti-Nestle Boycott groups like Nestle, Can this orang-utan get more fans than Nestle? NESTLÉ or Killer-Murderer as its own Facebook page, which broadcast listings for other products published and overcome crisis communication on infant feeding products. After two days under the rain and several releases on its website, a representative of Nestle tried unsuccessfully to calm down implying that the reaction of the public was disproportionate and not censored everything to allow only positive comments. Finally, he tried to turn back and apologized for the mistakes and bad ways, announcing that they would stop eliminate post of fans, though it seems that the situation has calmed down. Regardless of the veracity of the reviews received (which is unknown), Nestle reacted late and wrong, not knowing tailor your message to the etiquette followed in social networks. Nor could recognize changing its logo (common practice on the Internet) a consolidation of its global branding. Although in this case it was used with negative connotations, which modify Internet and spreading a logo is available to very few brands (Nike, Puma, Google, Coca Cola, etc). If this crisis had been managed properly, without trying to silence their fans or to deny adapt the corporate logo, Nestle could have laid the foundation for future success. No one argues today that have a presence where your audience, and Facebook, is the basis of a strategy for Social Media. This implies that the public, if you think your brand and your content interesting or useful, who choose to participate and enrich your becoming a fan page. On this basis it is clear that disrespect saying that space is not theirs and censoring their participation will not get to build confidence in your audience and your brand to a positive climate. On the other hand, one of the objectives of any social media strategy is to build stable and lasting relationships with our target audience. To achieve honesty is one of the key elements and use the corporate language in these social media does not help. Corporate users reject messages and require a personal and humane treatment, so acknowledge mistakes and apologize when necessary is usually highly valued by users and good for business.   
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