product development semantic technologies to improve ... thesis presentation.pdf · social semantic...

Processing social media feedback with semantic technologies to improve

product developmentMaster thesis presentation

Lukas OttSupervisor: Ass.-Prof. Dr. Anna FenselContributing Supervisor: Dr. Ioan Toma

Source: 5.

Social Media Monitoring

Source: 4.

Source: 6.

Source: 6.

Product Loyalty Marketing

Customer Satisfaction

Customer relationship

Social Semantic Web

Source: 7.

Social CRM

Source: 7.

How to combine a domain specific ontology with social media monitoring?

● What kind of IT landscape is needed?

● What kind of governance / framework need to be set in place?

● What are the phases to generate an overall framework?

● How a system is technically created?

● The technical system of data filtering should be shown in a prototype

Enterprise Service Bus

WebServices

EnterpriseContentManagement

EnterpriseResourcePlaning

Social -Product LifecycleManagement

Product DataManagement

Social -CRM

What kind of IT landscape is needed?

Source: 7.

What kind of overall framework need to be set in place?

Source: 7.

The dacodi system

Source: 8.

How a system is technically created?

Source: 7.

The database ontology

Source: 7.

Data filtering in a prototype

Source: 7.

Use Cases● Marketing campaign monitoring

● User customized products monitored

● Product comparison to market participants

● Complaint management and quality engineering

● Internal Branding improvement

Conclusion and Results● IT landscape based on Service Oriented Architecture

● A feedback governance and communication framework

● Stepwise integration of the framework

● A central database is needed that realizes the interlinking

● The prototype showed how a system like this could look like

Summary● New Innovation Process

● Social Semantic Web● Social CRM

● The IT landscape● The Framework for Implementation

● Crowdsourcing for Product features/ new Products internal/external

Thank you!Feedback?

Sources1. http://hrbranding.org/wp-content/uploads/2014/03/internalbranding_en-02.jpg [Accessed: 2015-05-26]2. http://www-01.ibm.com/software/events/amplify/ [Accessed: 2015-05-26]3. https://www.youtube.com/watch?v=NB2Ar5dOFMA&feature=share (SAS - IOT Talk) [Accessed: 2015-05-26]4. Social Media Monitoring - Presentation STI Innsbruck by Dieter Fensel, Birgit Leiter, Ioannis Stavrakantonakis [Accessed:

2015-05-26]5. Website screenshots of https://www.meinecoke.de/, http://deinnutella.nutella.de/deinnutella/, https://crowdcreation1314.

wordpress.com/2014/02/05/becks-your-mix-your-way/, http://meinburger.mcdonalds.de/6. http://www.msee-ip.eu/ [Accessed: 2015-05-26]7. own Master thesis images (more explicit sources can be found there as well)8. Master Thesis: “Impact Analysis of Online Social Networks” by Christoph Fuchs