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 control
2. every channel was covered with the statement
3. no harsh reaction even to the most offensive comment
Negative
1.
2.
3.
4.
the first statement shows that the company had not detailed information
wrong or misleading information came from the ship
same tone was used in different channels
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 ever
2. 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
Costa
Concordia14.215
14.215mentions
mentions
Costa Allegra
Costa Concordia Costa Allegra
4.232
4.232 mentions
mentions
Costa mentions
Concordia
2.937
2.937 mentions
Costa Concordia: Red - Costa Allegra: Green - Costa Crociere: Blue
Costra Concordia: red line - Costa Allegra: green line - Costa Crociere: blue line