Web 2.0: a new vehicle for Place Communication The case of Liguria Tesi di laurea di Chiara Gallo a.a 2013/2014.

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Presentation transcript:

Web 2.0: a new vehicle for Place Communication The case of Liguria Tesi di laurea di Chiara Gallo a.a 2013/2014

How Web 2.0 has changed place communication: the case of Liguria The marketing plan 2013/2015: « Liguria: a wiki brand for a wiki destination » Brand strategic repositioning using a bottom-up approach

The bottom-up approach for a wiki brand building Wiki approach : involvement of the stakeholders related to the place destination The prosumer 2.0 : users become content creators and producers Il turismo che vorrei in Liguria : a wiki listening platform to create a bottom-up marketing plan

« Crowdsourcing »: Stakeholders’ involvement Crowdsourcing : is the process of obtaining ideas or content by soliciting contributions from a large group of people and especially from an online community, rather than from traditional employees The process of crowdsourcing for place communication: Creating contest and call for ideas ( Digital Diary Liguria) Creating online community dialogue (Il turismo che vorrei in Liguria) Creating processes of collaborative storytelling (Liguria’s Tale)

Creating engagement towards place brand: the fan page Allows to extend the community and to increase the users’ engagement towards the place destination

Storytelling about place identity: «Liguria’s tale» Allows to create a storyteller community, involved with the place brand and its identity

Visual storytelling about place identity Allows to promote collaborative storytelling processes with a strong emotional impact sharing and creating images. The stakeholders community related to the place destination can contribute to the storytelling using: Youtube: Digital Diary Liguria

The web-map: Gli Angeli del fango Social networks: a vehicle for the organization and structural cohesion of social groups The map shows an overview of the users’ pictures posted on Instagram about the incident. Thus, the pictures have been geolocated and linked with the hashtag #angelidelfango

Pictures’ sources: 2.html/attachment/cinque-terre html/attachment/cinque-terre-40 Liguria,