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-part2.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