Greenpeace, Nestlé and the Palm Oil Controversy: Social Media Driving Change? |
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EXCERPTS |
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| Unleashing The Power Of Social Media |
Jerry Sanders (Sanders) had been the architect behind AMD's success for over 30 years. He had single-handedly built AMD from scratch and given Intel a run for its money over the years. By the late 90s, Sanders realized the time had come for succession planning. Having crossed 60, he had also come under pressure from the board of AMD to pick an able person to see AMD's plans through in the 64-bit game. Shortly before he announced his retirement, Sanders had handpicked Hector Ruiz (Ruiz) to head AMD... |
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| Direct Action by Greenpeace
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| In 2004, AMD released a series of microprocessors for corporate users. It introduced new manufacturing techniques and pushed aggressively a new technology, which put several microprocessors on a single chip.
AMD also planned to be among the first to introduce dual-core processors for servers and desktops. These chips would have two processors engraved into one chip, for better performance. Although Intel was planning to launch its dual-core processor line by the end of 2005, AMD's engineers were optimistic about getting to the market much before their larger rival did... |
| A change of heart? |
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| On March 19, 2010, Nestlé apologized for its heavy handed approach with an entry on its Facebook page: “This (deleting logos) was... |
| One of The Most Successful Anti-Corporate Media Campaigns |
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According to observers, the Kit Kat campaign by Greenpeace was one of the most successful anti-corporate media campaigns ...
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| Social Media as A Change Agent |
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Experts noted that during the early days of protest, the process of getting people to join a cause took a long time. However, in recent times, the growth of groups simply required the...
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| Exhibits |
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Exhibit I : Vegetable Oil Prices, US$ per tonne for 2007 – 2010
Exhibit II : Palm Oil Exports
Exhibit III : Extent of Deforestation in Borneo
Exhibit IV : Profile Pictures on Nestlé Facebook Page
Exhibit V : Altered Logos of Nestlé
Exhibit VI : Online Letter by Greenpeace to Nestlé’s Public Relations Department on March 17, 2010
Exhibit VII : Impact on Nestlés Share Price on March 19, 2010
Exhibit VIII : Timeline of Online Activism against Nestlé
Exhibit IX (a) : Situation Outside the AGM
Exhibit IX (b) : Situation Inside the AGM
Exhibit X : Greenpeace Message on the WiFi Network at the AGM
Exhibit XI : Situation Outside Nestlés German Headquarters |
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