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