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MSC Cruises – Costa Concordia report

MSC Cruises – Costa Concordia report. Murphy ’ s law. The information curve. Information travelled fast across the web since the very beginning. Both news diffusion and news search were concentrated around three definition: Costa Concordia, Concordia, Giglio. . The information curve.

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MSC Cruises – Costa Concordia report

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  1. MSC Cruises – Costa Concordia report

  2. Murphy’s law

  3. The information curve Information travelled fast across the web since the very beginning. Both news diffusion and news search were concentrated around three definition: Costa Concordia, Concordia, Giglio.

  4. The information curve Costa Concordia and Concordia were mostly adopted by international commenters as made it clear by the streamgraph

  5. The information curve Giglio was a local hashtag

  6. Point of origin The first news came from a local newspaper, La Nazione Grosseto edition, then social media took over mass media spreading the news like a wildfire.

  7. Company reaction Company’s reaction was dealt through the website, the blog, FB page and Twitter account

  8. Company reaction Company’s reaction was dealt through the website, the blog, FB page and Twitter account

  9. Company reaction Costa closed for a while the YouTube account where video about similar situation have been previously posted.

  10. Company reaction – key learning Positive • apparently company were in control • everychannelwascovered with the statement • no harshreactioneven to the most offensive comment Negative • the first statement shows that the company hadnotdetailed information • wrong or misleading information came from the ship • sametonewasused in differentchannels • apparently the phonenumberwas a tollnumberwhileitshouldhavebeentoll free Keylearning • avoid to share information thatmay cause troublelater (eg: rescue operationwas immediate), insteadremain focus on more neutral info (eg: we are concentrated on rescue operation) • create message for different public (press, Fb fans, Twittercommenters are not the same audience)

  11. Company Facebook page Company posted several articles on its Facebook page. Since the very beginning, they tried to appear in control and emphatic. Anyway, the result is in someway aligned to the detail of the information and, day after day, the number of comments takes over the number of likes and arises the negativity of the sentiment. From “it’s an accident, it may happen” to “they can’t turn all the responsabilities over the Captain, they put him in control”

  12. Company Facebook page Jan 14

  13. Company Facebook page Jan 17

  14. Company Facebook page Key commenters

  15. The follow up Mentions on web channels skyrocketed immediately and are still high due the news flow

  16. The follow up Twitter, as it always happens for breaking news, is the winning medium

  17. Follow up Twitter also works as touch point for foreigner passengers

  18. Follow up And it is adopted by marketing people to comment the latest news, sometimes in a very cynical way

  19. The follow up – key learning Positive • most of the commentswereconcentrated in Twitter and in Facebook Costa page Negative • news diffusionisfasterthanever • evenwithout a mass media coverage, information goesaround Keylearning • to cope with the harsh reality betterhave a crisis set ready • real time control of whatgoesaround to checkifitmatches with reality and, eventually, amendit • Twitteris THE mainstreamchannel to control

  20. Twitter to follow Perhaps the most active commenters, followed live the Costa situation.

  21. Twitter to follow

  22. Twitter to follow

  23. Twitter to follow

  24. Overall – key learning Keylearning • Too lowpricecould be seenassign of lowquality service or, worst, poorsafetylevel • Facebook page control islessurgentthanTwitter control: peoplecommenting on Facebook are fans, on Twittercomments are open to everybody • Identify the most aggressive commenters to control ifthey are fakes or they spread false or misleading information and eventuallypoint out and amendthesecomments

  25. Costa Concordia 14.215 mentions Costa Allegra 4.232 mentions Costa Concordia 2.937 mentions Costra Concordia: red line -Costa Allegra: green line -Costa Crociere: blue line

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