1. REPUTATION 2.O. A strategic resource for organizations Relatore:
UNIVERSITÀ DEGLI STUDI DI PAVIA
FACOLTÀ DI ECONOMIA, GIURISPRUDENZA, INGEGNERIA,
LETTERE E FILOSOFIA, SCIENZE POLITICHE.
Corso di Laurea Interfacoltà in Comunicazione Professionale e Multimediale.
REPUTATION 2.O.
A strategic resource for organizations
Relatore:
Chiar.mo Prof. Giampaolo Azzoni
Correlatore:
Chiar.mo Prof. Giorgio Rampa
Tesi di laurea di
Silvia Gabrieli
Anno Accademico 2011/2012

2. The Web evolution From Consumer-reader to Prosumer;
From static to dynamic Web;
Silvia Gabrieli_Reputation 2.0

3. Web 2.0
Web 2.0 does not refer to an update to any technical specification, but rather to cumulative changes in the ways software developers and end-users use the Web.
Silvia Gabrieli_Reputation 2.0

4. Web 2.0
Web 2.0 is a second generation of services available on the Web that lets people collaborate and share information online.
Silvia Gabrieli_Reputation 2.0

5. Web 2.0
The collaborative and participatory Web  architecture of participation;
The amateurization of the Web;
The social Web;
The user-focused Web  User Generated Content;
Open Culture;
Sharing
Participation
Open
Silvia Gabrieli_Reputation 2.0

6. User = Prosumers (producer + consumer)
Web 2.0
Users are the Web;
User = Prosumers (producer + consumer)
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7. IMAGE
REPUTATION
IDENTITY
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8. Reputation The Web is like digital footprints…
«WE WILL BE KNOWN FOREVER BY THE TRACKS WE LEAVE».
(LAKOTA NATIVE AMERICAN PROVERB)
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9. Welcome to the Reputation Economy
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10. Reputation
«Online reputation management is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of emphasizing positive coverage rather than negative reviews or feedback».
Silvia Gabrieli_Reputation 2.0

11. Silvia Gabrieli_Reputation 2.0

12. Respond/Talk
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13. Stakeholder Engagement
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14. RepTrak Pulse™
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15. Brand is a strategic asset
Brand makes the organisation competitive
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16. The tragedy of Costa Concordia
Case history:
The tragedy of Costa Concordia
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17. Costa Concordia case study
When a tragedy becomes crisis:
Exceptional event
Protagonists
Role of the Media
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18. Costa Concordia case study
How did they manage the crisis?
Operative and communication point of view
Problem of coordination of work
Communicational vacuum
Inability to exploit the emergency to demonstrate its exceptionality
Silvia Gabrieli_Reputation 2.0

19. Costa Concordia case study
My analysis is focused on:
Social Media treated as a sounding board for press releases and official news Company
Primarily informational use
Standardization of all communications
Silvia Gabrieli_Reputation 2.0

20. Costa Concordia case study
No web space specifically dedicated to the tragedy
No separation between crisis communication and the normal activities of the Company
Technical problems
Silvia Gabrieli_Reputation 2.0

21. Costa Concordia case study
Impersonal and not specific use
Dissemination of statements of the involved people and press releases
Users reaction: Facebook as place of common sorrow + court of common defense
Showcase of adequate policies of engagement adopted by Costa Crociere
Silvia Gabrieli_Reputation 2.0

22. Costa Concordia case study
Managed as a news feed
Impersonal use
Improper use of the hashtags (#concordia vs #costaconcordia)
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23. Costa Concordia case study
Today  plan that includes three lines of action:
1 - Reconstruction of reputation and consumers trust
2 – Increasing sales
3 - Implementation of new safety standards
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24. Costa Concordia: the "social" to emerge
Social: the place to evaluate the sentiment towards the brand.
From March 2012: a lot of initiatives:
Inauguration of Costa neoRomantica
"Costa People"
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25. Costa Concordia: the "social" to emerge
"I crocieristi raccontano"
"Millions of memories"
Surveys on Facebook
"Mordi e fuggi"
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26. Costa Concordia: the "social" to emerge
"Racconti di viaggio"
Costa CruiseTips
Costa Fan Cruise
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27. Preventing not to treat…!
CONCLUSIONS
The change of the comunicative and operational context  new ways of interaction between companies and public
Development of conversational markets  buzz marketing, helped by the resources of Web 2.0
New needs for companies: monitoring of the sentiment, stakeholder’ engagement and culture of responsibility
Preventing not to treat…!
Silvia Gabrieli_Reputation 2.0

28. Grazie per
L’attenzione
Silvia Gabrieli_Reputation 2.0