I would like to address Pr. question about Poland Spring's social media. Their last tweet was July 26, 2010. It links to their facebook page which just restates what is already on their website. I am assuming their target audience is not big on social media. Ironically this past Friday they posted their first question to their facebook fans. Since they sponsor so many marathons they seem to be associated with runners, they posted on their wall:
However they often post promotions by linking to their “Better Things in Life” Games, one a sweepstakes and the other a daily instant win game. Neither requires a purchase of the product but you do have to subscribe setting up an account. If you scroll down you can also subscribe to an RSS feed and SMS messages. I know you are all freaking out with excitement about all these features but you must remain calm and keep reading.
The search for Poland Springs 100% Water marketing strategies could only be found by their parent company Nestle Global.
Yes people, you heard it here first. "Its a place...to share ideas and comments with Nestle Waters people." How strange since there is no mention of this interpersonal space on the Poland Spring facebook page. And as noted in earlier posts, it appears that PS facebook wall is shy. Hm? Something was not adding up here. Sounds like I had myself a Scooby Doo mystery.
While drinking coffee, I found this:The Story of Water, then this Nestle Environmental Footprint . In 2008 Nestle was and maybe still is in a legal battle with the State of Maine over its water wells. Nestle claims their action is purely justifying consumer demands. The rural communities of Maine who would be effected by their new neighbor Nestle were not happy. It appears that the locals are not upset with Poland Springs but with the International Corporate predator Nestle.
So how does a company who is owned by another company handle a crisis? Well it does not have to since it has been silenced by the parent company. Nestle is is all over CNN battling Greenpeace with Kit Kat chocolate bars.
Still feeling the purity of water? You want to spend 10 hours researching this nonsense? You want to know what I think the most important strategies are during a crisis?
The strategy would be not to have a crisis. I only like drama in show tunes. I will NEVER do PR for a company who is or appears shady. If so I would have become a union actor a long time ago. Morality is impossible to find on the net. I hate politics for this very reason. Nestle, Facebook, Twitter, Google, CNN and YouTube just wasted my time with a million views and/or experts that are only confirmed by pretty pictures, news people, reports and really elaborate .pdfs.
I HATE you Nestle.
You killed my relationship with Poland Springs % Natural Water.
I removed you from twittter.
I unfriended you on facebook.
Water.....we are NOT friends.
PS If they were a humane company my marketing strategy would be to anticipate a crisis. I would define all possibilities and make sure that immediate response be the first thing we do. I would run right in front of the press work towards a resolution that maintains the company's personality, trademark, values and core principles.
