UNIVERSITÀ DEGLI STUDI DI PAVIA Facoltà di Lettere e Filosofia, Giurisprudenza, Scienze Politiche, Ingegneria, Economia Corso di Laurea Magistrale Interdipartimentale.

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UNIVERSITÀ DEGLI STUDI DI PAVIA Facoltà 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 Fontana Correlatore: Chiar.mo Prof. Paolo Costa Tesi di Laurea di: Emanuele Umberto Greco ANNO ACCADEMICO 2013/2014

BUSINESS CONVERSATIONS

MARKET EVOLUTION Marketing Consumer Technology From masses to individuals From passivity to participation From corporate website to social media A B C

WHAT HAPPENS IF YOU DON’T LISTEN TO ONLINE CONVERSATIONS? WHAT HAPPENS IF YOU DON’T LISTEN TO ONLINE CONVERSATIONS?

MOSAICO ARREDAMENTI MOSAICO ARREDAMENTI 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 ONLINE CONVERSATIONS SPREAD? HOW DO THE ONLINE CONVERSATIONS SPREAD?

CONVERSATIONAL CHANNELS UGC Sense Feel Think Act Relate

CAN STORYTELLING INFLUENCE CONVERSATIONS?

COMPANY STORIES Internal Stories External Stories Consumers Stories Company Core Story

HOW 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 POSITIONINGS Utopian Stories Ludic Stories Practical Stories Performative Stories Related to pleasure and amusement Aiming to ideal dream and values Focused on functional and useful aspects Related to results and consequences of an action

NARRATIVE RETHORICS Care/Protection Power/Possession Esploration/Curiosity Self-confirmation Self-celebration Negotiation Planning

CASE HISTORY: COMPANIES AND ONLINE CONVERSATIONS

ANALYSED SECTORS FOOD & BEVERAGE AUTOMOTIVE STYLE & FASHION TECH HOME FURNISHINGS HEALTH & CARE

Narrative Positioning Widespread Narrative Capital Share a Coke Nutella Stories My Starbucks Idea Do Us a Flavor The Epic Split Ludic Practical Pratical/Ludic Performative 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/Utopia n

VOLVO – THE EPIC SPLIT - 6,5 millions views in the first 24 hours following the video posting; - More than shares from web-users; subscriptions to Volvo channel; editorials on the web; - 10 millions Google Impressions ; - The most viral video ever in the automotive category.

OLD SPICE – THE MAN YOUR MAN COULD SMELL LIKE - 20 milions views after only 3 days from posting ; followers on Twitter ; - +60% followers on Facebook Page (from to ); - 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.

BENEFITS Brand Reputation Improved Better Investments Sale Increase Crisis Prevention