UNIVERSITÀ DEGLI STUDI DI PAVIAFacoltà di Lettere e Filosofia, Giurisprudenza,

Scienze Politiche, Ingegneria, Economia

Corso di Laurea Magistrale Interdipartimentale in Comunicazione Professionale e Multimedialità

BUSINESS CONVERSATIONS: THE ONLINE CONVERSATIONS BETWEEN

NARRATION AND CONSUMERS

Relatore: Chiar.mo Prof. Andrea FontanaCorrelatore: Chiar.mo Prof. Paolo Costa

Tesi di Laurea di: Emanuele Umberto Greco

ANNO ACCADEMICO 2013/2014

BUSINESS BUSINESS CONVERSATIONSCONVERSATIONS

BUSINESS BUSINESS CONVERSATIONSCONVERSATIONS

MARKET EVOLUTIONMARKET EVOLUTION

Marketing

Consumer

Technology

From masses to individuals

From passivity to participation

From corporate website to social media

A

B

C

WHAT HAPPENSWHAT HAPPENSIF YOU DON’T IF YOU DON’T LISTEN TO ONLINE LISTEN TO ONLINE CONVERSATIONS?CONVERSATIONS?

WHAT HAPPENSWHAT HAPPENSIF YOU DON’T IF YOU DON’T LISTEN TO ONLINE LISTEN TO ONLINE CONVERSATIONS?CONVERSATIONS?

MOSAICO MOSAICO ARREDAMENTIARREDAMENTI

A post on a consumer blog and the exaggerated company reaction, give rise to a serious crisis which irreparably damages the online reputation of Mosaico Arredamenti.

HOW DO THE HOW DO THE ONLINEONLINECONVERSATIONCONVERSATIONS SPREAD?S SPREAD?

HOW DO THE HOW DO THE ONLINEONLINECONVERSATIONCONVERSATIONS SPREAD?S SPREAD?

CONVERSATIONAL CHANNELSCONVERSATIONAL CHANNELS

UGC

SenseFeel

ThinkAct

Relate

CAN STORYTELLING CAN STORYTELLING INFLUENCE INFLUENCE CONVERSATIONS?CONVERSATIONS?

CAN STORYTELLING CAN STORYTELLING INFLUENCE INFLUENCE CONVERSATIONS?CONVERSATIONS?

COMPANY STORIESCOMPANY STORIES

Internal

Stories

External

Stories

Consumers Stories

CompanyCore Story

HOW TO INTERCEPT PUBLICSHOW TO INTERCEPT PUBLICS

By telling stories able to catch:

Material Uncertainty

Existential Uncertainty

Personal Uncertainty

Economical and professional

precariousness

Deep values of human beings

Lack of safety

A

B

C

NARRATIVE POSITIONINGSNARRATIVE POSITIONINGS

Utopian Stories

Ludic Stories

Practical Stories

Performative Stories

Related to pleasure and amusement

Aiming toideal dream and

values

Focused on functional and useful aspects

Related to results and

consequences of an action

Care/Protection Power/

PossessionEsploration/Curiosity

Self-confirmationSelf-celebration

NegotiationPlanning

CASE HISTORY: CASE HISTORY: COMPANIES AND COMPANIES AND ONLINE ONLINE CONVERSATIONS CONVERSATIONS

CASE HISTORY: CASE HISTORY: COMPANIES AND COMPANIES AND ONLINE ONLINE CONVERSATIONS CONVERSATIONS

ANALYSED SECTORSANALYSED SECTORS

Narrative Positioning

Widespread

Narrative Capital

Share a Coke

Nutella Stories

My Starbucks

Idea

Do Us a Flavor

The Epic Split

Ludic

Ludic

Practical

Pratical/Ludic

Performative

10

8

9

8

10

Business Cases

Business Cases

Narrative Positioning

Fiesta Movement

Will It Blend?

Social Catalogue

The Art of The Trench

The Man Your Man Could Smell Like

Widespread

Narrative Capital

Utopian

Performative

Practical

Utopian

Ludic/Utopian

9

10

8

8

10

VOLVO – THE EPIC SPLITVOLVO – THE EPIC SPLIT

- 6,5 millions views in the first 24 hours following the video posting;

- More than 310.000 shares from web-users;

- 19.273 subscriptions to Volvo channel;

- 20.000 editorials on the web;

-10 millions Google Impressions;

- The most viral video ever in the automotive category.

OLD SPICE – THE MAN YOUR MAN OLD SPICE – THE MAN YOUR MAN COULD SMELL LIKECOULD SMELL LIKE

- 20 milions views after only 3 days from posting ;

- + 2700 followers on Twitter;

- +60% followers on Facebook Page (from 500.000 to 800.000);

- Interaction between fan and Facebook page posts increased of 800%;

- The most visited Youtube Channel ever;

- Sale Increase of 27% after only 6 months from the release.

BENEFITSBENEFITS

Brand Reputation Improved

Better Investments

Sale Increase

Crisis Prevention