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:

• http://www.kevinandamanda.com/whatsnew/travel/cinque-terre-part-2.html/attachment/cinque-terre-40

• Liguria, www.turismoinliguria.it

• http://liguria.ilturismochevorrei.it/

• https://www.facebook.com/turismoinliguria?fref=ts

• http://www.laliguriaracconta.it/

• http://www.laliguriaracconta.it/digital-diary-liguria/

• http://opengenova.org/maps/angelidelfango/#9/44.4083/8.9594