The worst thing to do when your customers are upset and nervous is to cut off communications. It’s the same as telling people you don’t care!
Nestlé launched in 2012 its "Digital Acceleration Team (DAT) where fifteen people responsible for monitoring the evolution of the Nestlé brands on social networks. The team has its proper TV studio to respond to imminent threats on their brands.
Nestlé has not forgotten how in 2010 the company found themselves confronted by Greenpeace. At that time Greenpeace produced a video available on Youtube and Facebook in a global campaign to accuse the use palm oil in Kit Kat bars production. With eminent threat of destroyed the natural habitat of orangutans.
Facebook has more than 1 billion monthly active users. Twitter has 500 million. YouTube has 1 billion active users and 4 billion views a day. No matter what product or service you’re marketing, your audience is on social media.
Today Nestlé works tight with the Silicon Valley giant Facebook, Google, Twitter or Instagram to build sophisticated strategies of defense from "Nestlé's mission control".
The Digital Acceleration Team gets involve before product launches, to implement and monitor the impact of the brand's image and its marketing effects on viral networks.
Such a command centers can listen to conversations in dozens of languages to identify customer support issues, engage with customers, and influence product development.
So will You get your Social War-Room to make better decisions, in a real-time marketer and keep up with consumers who are moving at the speed of social?
