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

Costa Concordia and Concordia were mostly adopted by international commenters as made it clear by the streamgraph

The information curve

Giglio was a local hashtag

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.

Company reaction

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

Company reaction

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

Company reaction

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

Company reaction – key learning

Positive

1.apparently company were in control2.every channel was covered with the statement3.no harsh reaction even to the most offensive comment

Negative

1.the first statement shows that the company had not detailed information2.wrong or misleading information came from the ship3.same tone was used in different channels4.apparently the phone number was a toll number while it should have been toll free

Key learning

•avoid to share information that may cause trouble later (eg: rescue operation was immediate), instead remain focus on more neutral info (eg: we are concentrated on rescue operation)•create message for different public (press, Fb fans, Twitter commenters are not the same audience)

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”

Company Facebook page

Jan 14

Company Facebook page

Jan 17

Company Facebook page

Key commenters

The follow up

Mentions on web channels skyrocketed immediately and are still high due the news flow

The follow up

Twitter, as it always happens for breaking news, is the winning medium

Follow up

Twitter also works as touch point for foreigner passengers

Follow up

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

The follow up – key learning

Positive

1.most of the comments were concentrated in Twitter and in Facebook Costa page

Negative

1.news diffusion is faster than ever2.even without a mass media coverage, information goes around

Key learning

•to cope with the harsh reality better have a crisis set ready•real time control of what goes around to check if it matches with reality and, eventually, amend it•Twitter is THE mainstream channel to control

Twitter to follow

Perhaps the most active commenters, followed live the Costa situation.

Twitter to follow

Twitter to follow

Twitter to follow

Overall – key learning

Key learning

•Too low price could be seen as sign of low quality service or, worst, poor safety level

•Facebook page control is less urgent than Twitter control: people commenting on Facebook are fans, on Twitter comments are open to everybody

•Identify the most aggressive commenters to control if they are fakes or they spread false or misleading information and eventually point out and amend these comments

Costa Concordia 14.215 mentions

Costa Concordia 2.937 mentions

Costa Allegra 4.232 mentions

Costra Concordia: red line - Costa Allegra: green line - Costa Crociere: blue line