oc long handouts

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Carmen Brenner, Anna Fensel, Dieter Fensel, Michael Fried, Christoph Fuchs, Andreea Gagiu, Iker Larizgoitia, Birgit Leiter, Alex Oberhauser, Corneliu-Valentin

Stanciu, Ioannis Stavrakantonakis, Andreas Thalhammer, and Ioan Toma

How to Domesticate the Multi-Channel Communication Monster*

www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at *long

The Crazy Hotelier

The Hotelier of today has to deal with many different communication channels:

www.sti-innsbruck.at 2

HOTEL RECEPTION

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The Crazy Hotelier

- walk-in customerThe Hotelier of today has to deal with many different communication channels:


HOTEL RECEPTION

The Crazy Hotelier

- walk-in customer- telephone



HOTEL RECEPTION

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The Crazy Hotelier

- walk-in customer- telephone- email



HOTEL RECEPTION

The Crazy Hotelier

- walk-in customer- telephone- email- fax



HOTEL RECEPTION

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The Crazy Hotelier

- walk-in customer- telephone- email- fax- hotel website


hotel website


HOTEL RECEPTION

The Crazy Hotelier



hotel website- review sites


HOTEL RECEPTION

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The Crazy Hotelier



hotel website- review sites- booking sites


HOTEL RECEPTION

The Crazy Hotelier



hotel website- review sites- booking sites- social network sites


HOTEL RECEPTION

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The Crazy Hotelier



hotel website- review sites- booking sites- social network sites- blogs


HOTEL RECEPTION

The Crazy Hotelier



hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites


HOTEL RECEPTION

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The Crazy Hotelier



hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat


HOTEL RECEPTION

The Crazy Hotelier



hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat- video & photo sharing


HOTEL RECEPTION

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The Crazy Hotelier

The Hotelier doesn’tonly has to deal with anoverwhelming number ofcommunicationchannels, but also haschannels, but also hasto pay up to 15% salescommissions to thebooking sites!


HOTEL RECEPTION

The Crazy Hotelier

-> 80 million overnight stays-> 4 billion € transaction

volume-> 101 million € sales

commissioncommission


HOTEL RECEPTION

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Hotelnavigator

www.sti-innsbruck.at

http://www.youtube.com/watch?feature=player_embedded&v=rA0wdkPB7gA

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Major Issues

Scalable Multi Channel Communication:

• Enable more precise targeting and optimized productpositioning

• Reduce the amount of work required for filling out andobserving the various communication channels

• Reach the greatest possible target audience with the


g p gsmallest possible effort

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Major Issues

Visibility:

• Increase the quality of visibility

• Increase the degree of visibility

• Increase the number of direct bookings by increasingthe traffic on the hotel website


Major Issues

Credibility:

• Increase the believability of sources and messages

• Increase the trustworthiness of sources and messages


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Major Issues

Easy Booking:

• Offer booking possibilities through the variouscommunication channels

• Increase the transparency of offers and pricing


Our Solution


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Content

1. Multi-channel Publishing / Dissemination

2 S i l M di M it i2. Social Media Monitoring

3. Communication

4. Engagement

5. Semantic Engagement

6 The Semantic Communication Engine Innsbruck (SCEI)


6. The Semantic Communication Engine Innsbruck (SCEI)

7. Application Types

8. Application Field eTourism

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1. MULTI-CHANNEL PUBLISHING / DISSEMINATION

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Multi-Channel Publishing / Dissemination

Multi-Channel Publishing



Overview

1. What is dissemination?

2. Why do it?

3. How is it done?

4. Classification of Dissemination Channels


5. Pitfalls of dissemination

6. Measuring impact of dissemination

7. SummaryImage taken from: http://www.rgbstock.com

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What is Dissemination?

• The vital importance of receiving, synthesizing andcommunicating online information is increasingdramatically in our current digital age.

• Dissemination (from the Latin dissēminātus = “sowingseeds”, “scatter wildly in every direction”) refers to theprocess of broadcasting a message to the public withoutdirect feedback from the audience.

• Takes on the view of the traditional view of communicationwhich involves a sender and a receiver.

• The message carrier sends out information to many in abroadcasting system (composed of more than one


broadcasting system (composed of more than onechannels).

• Harmsworth et al. (2000) define dissemination as the“delivering and receiving of a message”, “theengagement of an individual in a process” and “thetransfer of a process or product”.

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Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg

What is a dissemination channel?

• “In telecommunications and computer networking, a communication channel, orchannel, refers either to a physical transmission medium such as a wire, or to alogical connection over a multiplexed medium such as a radio channel.” (WikipediaChannel (communications), 2012)( ), )

• A channel is a means of exchanging information in the on-line space; a “place” whereone can find or leave information, whether it is unanimously referred by a URI oraddressed through a service.


Image taken from: http://www.rgbstock.com

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Overview


2. Why do it?

3. How is it done?





7. Summary

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Why Do It?

Purpose of Dissemination

• Dissemination for Awarenessf f– You wish people to be aware of the work of the project

– Useful for those target audiences that do not require a detailed knowledge of the work and ishelpful for them to be aware of your activities and results

– Will help the “word of mouth” type dissemination and help the organizer build an identity andprofile within the community

• Dissemination for Understanding– It is aimed at a specific number of groups/audiences that need to be targeted directly

– Target audience that benefits from what your project has to offer and have a deeperunderstanding of the project’s work


g p j

• Dissemination for Action– “Action” = change of practice resulting from the adoption of products, materials or

approaches offered by the project

– Target audience: people that are in the position to “influence” and “bring about change” withintheir organizations (have skills, knowledge and understanding of your work)

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Source: http://www.northampton.ac.uk/info/200267/pedagogic-research-and-scholarship/1068/dissemination

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Overview


2. Why do it?

3. How is it done?





7. Summary

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How Is It Done?

Components of Effective Dissemination Plan

• Focus on the needs of the target audience and present in an appropriate manner( i i t l d i f ti l l )(using appropriate language and information levels).

• Include various dissemination methods, including written information, electronicmedia, and person-to-person contact.

• Include both proactive and reactive dissemination channels

• Leverage existing resources, relationships, and networks fully.

• Include effective quality control mechanisms.


q y

• They include sufficient information so that the reader/user can determine the basicprinciples underlying specific practices and the settings in which these practices maybe used most productively.

• They establish links to resources that may be needed to implement the information.

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Overview


2. Why do it?

3. How is it done?





7. Summary

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Classification of Dissemination Channels

Classified by the type of service they provide:

• Static Broadcasting

• Dynamic Broadcasting

• Sharing

• Collaboration

• Social Networks

• Internet Forums and Discussion Boards


• Online Discussion Groups

• Semantic-based Dissemination

• Overview of Channels

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Image taken from: http://www.williamsclass.com/SixthScienceWork/Classification/ClassificationNotes/images/classify%20file%20cabinets.jpg

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Static Broadcasting

• Prehistoric methods of dissemination: cave drawings, stories of triumphs oncolumns and arches, history on pyramids, stones with messages

• More modern means: printed press, newspapers, journals


• Online static dissemination: websites and homepages….

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Static Broadcasting

Homepages / Static Websites

Online Broadcasting – Static Websites

• Powerful tool for reaching the target audience and promoting the project

• Primarily used to provide information about the project and news of its activities andoutcomes.

• There is the temptation to present the information in order to “wow” the visitor

• BUT!: users tend to prefer good content in a simple, clear and easy-to navigateinterface (Keep It Simple, Stupid!)


• Although created through a collaborative process, Wiki websites can be consideredstatic forms of online broadcasting as the information contained in them remains thesame for long periods of time (i.e. the collaboration process is mostly employed foradding new data or editing/correcting existing one).

• Wikipedia is an equally important channel that should be mentioned (although articlesare created through a collaborative process)

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Image taken from: http://www.softicons.com

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Static Broadcasting

Homepage Example

St ti W b it E l


Static Website Example

The same hotel mentioned on Wikitravel’s entry for

Innsbruck

Static Broadcasting


Entry in Wikipedia for Hotel Goldener Adler


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Static Broadcasting


Entry in Wikipedia forDieter Fensel


Dynamic Broadcasting

• Small piece of content that is dependent upon constraints such as time and location.

• With Web 2.0 technologies have created dedicated means for publishing streams andinteracting with content generated by users.

• Blogs: pages where people present their ideas, views and opinions on a particularsubject

• News: pages where facts or factual information is provided

• BUT: Producing high quality content for a blog on a regularly basis is time consuming


• BUT: Producing high-quality content for a blog on a regularly basis is time-consumingand costly

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Image taken from: http://www.rgbstock.com

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Good practices:

• Each new item has its own URL (in order to be bookmarked, shared, returned insearch results etc )search results, etc.)

• Should contain a pointer to a more detailed description about the information itemsdescribed;

• Each new item is archived

• Each new item can be indexed by search engines

• Each new item is types (through the use of the information model)

• Each new item is categorized (using folksonomy)


• Each post can be directly shared, liked, added to favorites.

• News can be searched for, sorted and filtered

• Important news items stay at the top to highlight main announcements

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Source: http://oc.sti2.at/images/c/c7/STI_International_On-line_Communication_Handbook.pdf


Channels/Tools – An overview

• Examples of tools (organized consideringfirst the length of message and second –first the length of message and secondthe level of interactivity):

– News Feeds

– Newsletters

– Email / Email lists

– Microblogs

– Blogs

– Social networks

– Chat and instant messaging applications


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News Feeds

• RSS (Rich Site Summary) Feeds:

– a family of web feed formats used to deliver regularly changing web content.

– Many websites and blogs offer users the option of subscribing to their RSS feed.

– The content is syndicated automatically – the user does not have to visit each websitemanually

– RSS Readers are available for different platforms:

• PC readers: Amphetadesk, FeedReader, NewsGator

• Web-based readers: My Yahoo, Bloglines, Google Reader


– Includes full or summarized text, plus metadata (publishing dates and authorship)

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Image taken from: http://www.softicons.com


News Feeds

<?xml version="1.0" encoding="UTF-8" ?>

<rss version="2 0"><rss version= 2.0 >

<channel>

<title>RSS Title</title>

<description>This is an example of an RSS feed</description>

<link>http://www.someexamplerssdomain.com/main.html</link>

<lastBuildDate>Mon, 06 Sep 2010 00:01:00 +0000 </lastBuildDate>

<pubDate>Mon, 06 Sep 2009 16:45:00 +0000 </pubDate>

<ttl>1800</ttl>

<item>

<title>Example entry</title>


<title>Example entry</title>

<description>Here is some text containing an interesting description.</description>

<link>http://www.wikipedia.org/</link>

<guid>unique string per item</guid>

<pubDate>Mon, 06 Sep 2009 16:45:00 +0000 </pubDate>

</item>

</channel>

</rss>

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Newsletters

• The newsletter is an instrument used to regularly exchange information among themembers of a communitymembers of a community

• It constitutes the primary means of collecting and spreading the results achievedthrough network activities.

• The main objectives of the Newsletter are:– to report the main activities promoted and undertaken

– to widely disseminate information about published papers (position papers, state of the artreviews) of researchers involved in the network.

W b it h th ibilit t b ib t th N l tt d t ti ll


• Website users have the possibility to subscribe to the Newsletter and automaticallyreceive each issue in their mailbox.

• Users should have the option of subscribing and unsubscribing

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Email/Email lists

• Email: means of exchanging digital messages from a sender to one or multiple recipientsrecipients

• (Electronic) Mailing lists: collection of names and (email) addresses used to sendmaterial to multiple recipients.

– Announcement lists (Newsletters, periodicals, advertising – used primarily as a one-wayconduit of information and can be “posted to” by selected people) vs. Discussion lists (anysubscriber can post)

– Can be self-hosted (e.g. GNU Mailman) or third-party hosted (as part of notifications for Google groups, Yahoo! Groups )

– Requires users to subscribe to the list


Requires users to subscribe to the list.

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Email/Email lists

• Well established means for dissemination within a predetermined group

• Since email lists are mostly not accessible to awider audience, they should be ignored forexternal use and focus should be primarily onexternal means of communication

• Email is a good method of sharing information ona one-to-one basis (e.g. mail this website to afriend)

• Requires members to subscribe to a mailing list


friend)

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• Despite their obvious strength, in the age of information overload and spam, mailinglists will not perform efficiently if they are not carefully targeted and offer recipientsthe option to subscribe/ unsubscribe whenever they wish.

• Note!: there are legal requirements associated with the possibility tosubscribe/unsubscribe and the storage of and access to personal data [EuropeanCommission, n.d.]

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Microblogging

• Broadcast medium similar to blogs

• The difference between microblogging and an actual blog is in the size of thecontent in both actual and aggregate files.

• The actual messages are called microposts.

• Commercial microblogs exist to promote websites, services, products orcollaboration within an organization.

• Can contain a wide range of topics.


• Low effort to participate.

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Microblogging

• Twitter

– Social networking service and microblogging service

– users can send messages of a maximum length of 140 characters, follow other users,and create interest lists.

– Widely used means of dissemination

– Significant space limitations: 140 characters or less

– Twitts are publicly visible by default (senders can restrict the access control)

– Users can tweet using the website, external APIs or SMS

– The service is free

– Users may subscribe to other users' tweets – this is known as following and subscribers


are known as followers or tweeps

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Microblogging

• Tumblr

– Tumblr is a microblogging platform and social networking website.

– It is owned and operated by Tumblr, Inc.

– It allows users to post multimedia and other content to a short-form blog, named a"tumblelog".

– Users can follow other users' blogs, as well as make their blogs private.


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Blogs

• Alternatively called web logs or weblogs

• A weblog is a hierarchy of text, images, media objects and data, arrangedchronologically, that can be viewed in an HTML browser. *

• In some situations, it is the creator’s online journal.

• The activity of updating a blog is “blogging” and someone who keeps a blog is a“blogger.”

• Items are posted on a regular basis and displayed in reverse chronological order.


• Individual articles on a blog are called “blog posts,” “posts” or “entries”.

• Blogs are usually (but not always) written by one person and are updated prettyregularly.

• Blogs are often (but not always) written on a particular topic.

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*http://blogs.law.harvard.edu/whatmakesaweblogaweblog.html

Images taken from: http://www.softicons.com

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Using Social Networks

• Social network content is dynamic in the sense that it provides information that willexpire after a period of time and be important only for that period and moment;expire after a period of time and be important only for that period and moment;

• However, as it focuses more on creating communities than on the temporal andgeospatial aspect of the information, it will be discussed in detail in Section 4.5.


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Chat Applications

• one-to-one basis

• Instant method of communication• Instant method of communication

• Text-based chat, video chat, one vs. multiple receivers, web-based etc.

• Can be applied to a small number of people (it does not scale well for large groups –it is impossible to follow who is discussion when more than one member of the discussion group is writing/typing simultaneously)

• It is not useful as a method of dissemination due to its instant and intrusive nature

• In order to be used as a dissemination method, the user must add the message sender to the contact list




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… and many more

Sharing

• There are a large number of Web 2.0 websites that support the sharing of information items such as: bookmarks, images, slides, and videos, etc.

• Provided by hosting services (images, videos, slides are stored on a server)


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Sharing

• Can use specialized applications (see below) of features of other platforms and services (e.g. share photos through Facebook)

• Examples: – Flickr – as a means of exchanging photos, visible to all users (no account necessary), allows

users to post comments;

– Slideshare – channel for storing and exchanging presentations;

– YouTube and VideoLectures – sharing videos, all users can see the posted videos and leave comments on the websites

– Social Bookmark sites: e.g. delicious, digg, StumbleUpon

– Social News websites: e.g. reddit


Sharing

slideshare

Slide Sharing

• Launched in 2006

• Is a Web 2.0 based slide hosting service

• Users can upload files privately or publicly as: PowerPoint, PDF, Keynote orOpenOffice presentations

• Slide decks can then be viewed on the site itself, on hand held devices orembedded on other sites


• SlideShare also provides users the ability to rate, comment on, and share theuploaded content

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Sharing


Sharing

flickr

L h d i 2004 d i d b Y h ! i 2005

Picture Sharing

• Launched in 2004, and acquired by Yahoo! in 2005• Image and video hosting website, web services suite and online community• It is a popular website for users to share and embed personal photographs• It is a service widely used by bloggers to host images that they embed in blogs and

social media• features:

– accounts, groups and access control– organization (based on tags added on the pictures),– organizr (web application for organizing photos within an account that can be accessed

through the Flikr interface),


– picnik (default photo editor in a partnership with Picnik online photo-editing application),access control,

– interaction and compatibility with other applications (e.g. RSS and Atom feeds)– filtering (lets members specify by default what types of images they generally upload and

how "safe" the images are),– licensing, map sources (georgraphic locations), account-undelete option (reverse an

account rermination)

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Sharing


Sharing

YouTube

Video Sharing

• Video-sharing website where users can upload, view and share videos

• Features– Video technology: Playback (re-watch a video), Uploading (up to 15 min), Quality and codecs

and 3D videos– Content accessibility - view videos on web pages outside the site– Localization - adaptability to different languages, regional differences and technical

requirements


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Sharing

Videolectures

Video Sharing


• VideoLectures.NET is a free and open access educational video lectures repository.

• The lectures are given by distinguished scholars and scientists at the most importantand prominent events such as conferences, summer schools, workshops and sciencepromotional events from many scientific fields.

• The portal is aimed at promoting science, exchanging ideas and fostering knowledgesharing by providing high quality didactic contents not only to the scientific


sharing by providing high quality, didactic contents not only to the scientificcommunity but also to the general public.

• All lectures, accompanying documents, information and links are systematicallyselected and classified through the editorial process whilst taking into account users'comments.

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Sharing


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Sharing

• Is a method for Internet users to organize, store, manage and search for bookmarksof resources online.

Social Bookmarking

• Descriptions may be added to these bookmarks in the form of metadata, so usersmay understand the content of the resource without first needing to download it forthemselves.

• The resources themselves aren't shared, merely bookmarks that reference them.

Social bookmarking is particularly useful when collecting a set of resources that are to


• Social bookmarking is particularly useful when collecting a set of resources that are tobe shared with others.

• Anyone can participate in social bookmarking.

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Sharing

delicious

F d d i 2003

Social Bookmarking

• Founded in 2003

• Is a social bookmarking web service for storing, sharing, and discovering webbookmarks.

• Characterized by a non-hierarchical classification system in which users can tag eachof their bookmarks with the desired index terms (which generates a kind offolksonomy)

• A combined view of everyone's bookmarks with a given tag is available;


• The most important links or popular ones can be seen on the home page, "popular"and "recent" pages

• All bookmarks are publicly viewable by default - the public aspect is emphasized thesite is not focused on storing private bookmark collections

• But users have the ability to mark some as private and imported ones are private bydefault

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Sharing


Sharing

digg

L h d i 2004

Social Bookmarking


• User-driven social content website

• After a user submits content, other users read their submission and "Digg" what theylike best

• Allows users to vote stories up or down (called digging and burying, respectively)


• If a story receives enough Diggs, it is promoted to the first page

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Sharing

StumbleUpon

Social Bookmarking


• Is a discovery engine that finds and recommends web content to its users

• StumbleUpon uses collaborative filtering (an automated process combining humanopinions with machine learning of personal preference) to create virtual communitiesof like-minded Web surfers.

• Rating Web sites update a personal profile (a blog-style record of rated sites) andgenerate peer networks of Web surfers linked by common interest


generate peer networks of Web surfers linked by common interest.

• These social networks coordinate the distribution of Web content, so that users"stumble upon" pages explicitly recommended by friends and peers.

• Giving a site a thumbs up results in the site being placed under the user's "favorites".

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Sharing

reddit

Social Bookmarking

• Is a social news website where the registered users submit content, in the form ofeither a link or a text "self" post.

• Other users then vote the submission "up" or "down," which is used to rank the postand determine its position on the site's pages and front page.

• In December 2011, Reddit served just over 2 billion page views to almost 35 millionvisitors *


http://www.businessinsider.com/the-secret-to-reddits-astounding-success-an-easy-customization-process-you-should-copy-2012-1

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Collaboration

Wiki

• “Wiki” = Hawaiian word for “fast” of “quick”.

• Described by the developer of the first wiki software Ward Cunningham as theDescribed by the developer of the first wiki software, Ward Cunningham, as the“simplest online database that could possibly work”*.

• Websites whose users can add, modify or delete content via a web browser usingsimplified markup language or a rich-text editor.

• Are powered by wiki software.

• Most of the content is created collaboratively.

• Promotes meaningful topic associations between different pages by making linkcreation intuitively easy and showing whether an intended page exists or not.


• It seeks to involve the visitor in an ongoing process of creation and collaboration thatconstantly changes the Web site landscape

• However – once created the information remains static until another user edits ordeletes it.

*http://www.wiki.org/wiki.cgi?WhatIsWiki

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Collaboration

Example WikiExample Wiki


Biggest online free encyclopedia

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Collaboration

Google Docs

• Is a free, Web-based office suite and data storage service

• It allows users to create and edit documents online while collaborating in real-timewith other users.

• Google Docs combines the features of Writely and Spreadsheets with a presentationprogram incorporating technology designed by Tonic Systems.

• Data storage of files up to 1 GB total in size was introduced on January 13, 2010, buthas since been increased to 10 GB, documents using Google Docs native formats donot count towards this quota.


q

• Its main features rely on storage, file limits, and supported file formats

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Collaboration

Ether Pad


• EtherPad web service allows real-time document collaboration for groups and teams.

• Etherpad can be re-branded with your own domain and company name.

• Acquired by Google – the servers are down


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Social Networks

• Provide a community aspect, i.e. forms a community that shares information in amulti-directional way

• Common features (regardless of platform):– construct a public/semi-public profile;

– articulate list of other users that they share a connection with;

– view the list of connections within the system

• Some sites allow users to upload pictures, add multimedia content or modify the lookand feel of the profile


• Social networks typically offer more than one channel of dissemination (thus they willbe considered platforms with many available dissemination channels):

– Facebook: Pages, Groups, Share options

– LinkedIn and Xing are focused on professional use and fit the purpose of organizations

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Social Network

Facebook

• Facebook is a social networking service and website;

• Launched in February 2004

• It is owned and operated by Facebook, Inc.

• As of May 2012 has over 900 million active users*

• More than half are using mobile devices*

• Users must register before using the services.


• Users can create a personal profile, add friends, exchange messages, chat (thecompany has also launched a separate instant messaging service), receive automaticnotifications, take part in games, etc.

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* http://www.nytimes.com/2012/05/15/technology/facebook-needs-to-turn-data-trove-into-investor-gold.html?_r=1

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Social Network


Social Network

Google+


• Social networking and identity service owned and operated by Google Inc

• Integrates social services such as Google Profiles

• Introduces new services such as Circles, Hangouts and Sparks

Sh h t id li k thi l th t’ i d


• Share photos, videos, links, or anything else that’s on your mind.

• Users can share using the share box on any Google site or +1 buttons across theweb.

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Social Network


Social Network

LinkedIn

• Founded in December 2002

• LinkedIn is the world’s largest professional network

• It has over 120 million members

• LinkedIn connects users to their trusted contacts

H l h k l d id d t iti ith b d t k f


• Helps users exchange knowledge, ideas, and opportunities with a broader network of professionals.

• It allows users to search, keep in touch and extend their networks of professionals

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Social Network


Social Network

Xing

• Social and business networking tool for professionals with over 8 million users;

• Initially established as Open business Club AG in August 2003 in Germany; namewas changed to Xing in November 2006

• Main competitor is LinkedIn

• Seems to attract more small business and independent business owners than itscompetitors


• Basic membership is free

• The platform uses https and has a rigid privacy and no-spam policy.

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Social Network


Social Network

• Market share for December 2011 (according to ComScore):

Worldwide Unique Visitors Percentage

Facebook.com 792,999,000 55.1 %

Twitter.com 167,903,000 11.7 %

LinkedIn.com 94,823,000 6.6 %

Google+ 66,756,000 4.6 %

MySpace 61,037,000 4.2 %


http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29

Others 255,539,000 17.8 %

Total 1,438,877,000 100 %

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Internet Forums and Discussion Boards

• Web applications managing user-generated content

• Early forums can be described as a web version of an email list or newsgroup

• Internet forums are prevalent in several countries: Japan, China

• Are governed by a set of rules

• Users have a specific designated role, e.g. moderator, administrator

• The unit of communication is the post

• Common features

– Tripcodes and capcodes - a secret password is added to the user's name following aseparator character

– Private message


– Attachment

– BBCode and HTML

– Emoticon or smiley to convey emotion

– Poll

– RSS and ATOM feeds

– Other forum features

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Internet Forums and Discussion Boards


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Online Discussion Groups

• Many-to-many

• Threaded conversations

• Usually created on a particular topic

• Have different access levels

• Better for disseminating within a group that shares common interests as the purposeof the services is to enable collaboration, knowledge and information sharing andopen discussions

• Examples: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups, XingGroups.

• Similar in many ways to Discussion boards and Internet Forums



Google Groups

• Not a common forum software

• Includes an archive of Usenet news group postings dating back t o 1981• Includes an archive of Usenet news group postings dating back t o 1981

• Strongly focuses on the concept of mailing list - Can have parallel mailing lists (canuse Google groups to archive another mailing list, such as Yahoo Groups)

• Need a Google account to access groups or post messages;

• What can be shared: there’s a limit of 25MB including attachments/ group

• Joining a group: Invitation or request. Owners can make an opt-out issue by invitingmembers directly through their email address

• Notifications:– No email: read group postings only online


g p p g y

– Abridged Email: one summary email of new activity/day

– Digest Email: get up to 25 full messages in a single email

– Email: send each message to me as it arrives

• Noise: the level of noise is dependent on the managers;

• Fully integrated with Google products : Google Calendars, Google Docs, GoogleSites

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Yahoo! Groups

• Yahoo! Groups is one of the world’s largest collections of online discussion boards.

• Group messages can be read and posted by e-mail or on the Group's webpage like aweb forum.

• Members can choose whether to receive individual, daily digest or Special Delivery e-mails, or simply read Group posts on the Group’s web site

• Groups can be created with public or member-only access.

• Yahoo! Groups service provides additional facilities for each Group web site, such ash hi ll l d


a homepage, message archive, polls, calendar

• announcements, files, photos, database functions, and bookmarks

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Facebook Groups

• Create a private space (group) to share– Post updates questions photos;Post updates, questions, photos;

– Chat with the group;

– Create share docs

– Schedule group events

• Members can stay in touch using:– Notifications regarding new posts and updates

– The group’s shared email address to connect off Facebook



Facebook Groups

• Pages allow real organizations, businesses,celebrities and brands to communicatebroadly with people who like them.

• Pages may only be created and managed byofficial representatives.

• Privacy: information and posts are public and generally available to everyone on Facebook.

• Audience: – Anyone can like a Page to become connected

with it and get News Feed updates.– There is no limit to how many people can like a

Page.– Visitor statistics

• Groups provide a closed space for small groupsof people to communicate about sharedinterests.

• Groups can be created by anyone.• Privacy: groups offer three levels of control over

shared information: open, closed and secret. In secret and closed groups, posts are only visible to group members.

• Audience:– Group members must be approved or added by

other members. – When a group reaches a certain size, some

features are limited (e.g. chat). Th t f l t d t b th


• Communication: – Page admins can share posts under the Page’s

name.– Page posts appear in the News Feed of people

who like the Page.– Page admins can also create customized apps

for their Pages and check Page Insights to trackthe Page’s growth and activity.

– The most useful groups tend to be the ones you create with small groups of people you know.

• Communication: – In groups, members receive notifications by default

when any member posts in the group. – Group members can participate in chats, upload

photos to shared albums, collaborate on group docs, and invite all members to group events.

Groups: smaller number of people.Pages: large number of followers

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LinkedIn

• Discover the most popular discussions.

• Take an active part in determining the top discussions by liking and commenting.

• Follow the most influential people in your groups by checking the Top Influencersboard or clicking their profile image to see all their group activity.

• Review new members or search for specific ones.

• See both member-generated discussions and news in one setting.

• Easily browse previews of the last three comments in a discussion


• Easily browse previews of the last three comments in a discussion.

• Find interesting discussions by seeing who liked a discussion and how many peoplecommented.

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Xing

• Social and business networking tool for professionals with over 8 million users;

• Initially established as Open business Club AG in August 2003 in Germany; namewas changed to Xing in November 2006

• Main competitor is LinkedIn

• Seems to attract more small business and independent business owners than itscompetitors

• Basic membership is free


• The platform uses https and has a rigid privacy and no-spam policy.

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Tool Website Description

Meetup www.meetup.com Meetup is an online social networking portal that facilitates offline group meetings in various localities around the world [Wiki].

GroupSpaces groupspaces.com GroupSpaces (styled groupspaces) is a London‐based online company that provides technology to help real‐world clubs, societies, associations and other groups manage their membership and activities, and promote themselves online [Wiki].

Windows Live Groups

groups.live.com Windows Live Groups is an online service by Microsoft as part of its Windows Live range of services that enable users to create their social groups for sharing, discussion and coordination [Wiki].



Characteristics Google Groups Yahoo Groups Facebook Groups LinkedIn Groups

Xing Groups

Forums Yes Yes Yes Yes Yes

Chat Threaded Yes Yes (max 250 No Noconversation

(members)

Shared email Yes Yes Yes No No

Upload content (documents, images, videos)

Not part of groupsGoogle Docs

Yes Yes Via weblinks Yes

Maximum Storage 25 MB posts and attachments

200 MB Unlimited ‐‐ 2 MB

Integrate external content (RSS feeds)

Yes Yes Yes Yes Yes


Notifications Customizable: no email, abridged, digest, email

Email Email, FB notifications

Email, bundled

http newsletter

Search features Google Search / Directory Search

Yahoo search,separate group search

Not a separate function (Facebook classic search), clumsy and no group suggestion

Advanced ‐search for group, member,event

Advanced

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Social Network vs. Online Discussion Groups

• ODG have a limited number of members;

• ODG are intended for a smaller number of people to collaborate (Facebook placesthe number at 250 members);

• ODG have a specific purpose – a goal that unites all members, i.e. a discussion topic.

• In ODG the number of members and the ideas of the members are known to allparticipants.

• ODG have a creator/owner recognized by all members;

• ODG follow a set of rules determined by the administrator, moderator or owner;

• In ODG members may have different roles: administrator, moderator, owner,participant etc


participant, etc.

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Social Network vs. Online Discussion Groups

• Moderators and administrators ensure that the ODG’s internal code of conduct isfollowed;

• In ODG all members have access to the same shared resources;

• ODG members do not have to be connected with the other members (other than thegroup) to communicate

• SN vary in size and heterogeneity;

• In SN different members have access to different resources (e.g. some membersmight have restricted access to a friend’s photo archive);

• In SN members do not know how many participant exist, or who they are;


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Semantic Based Dissemination

What is semantic web?

• An extension of the current web in which information is given a well defined meaning,better enabling computers and people to work in cooperationbetter enabling computers and people to work in cooperation



Why use semantics?

• Problems with current day search engines:– Recall issues

– Results are dependent on the vocabulary

– Results are single Web pages

– Human involvement is necessary for result interpretation

– Results of Web searches are not readily accessible by other software tools

• Content is not machine-readable:– It is difficult to distinguish between:

“I am a professor of computer science ”


I am a professor of computer science.

and

“You may think, I am a professor of computer science.

Well, actually. . .”

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The Semantic Web Approach

• Represent Web content in a form that is more easily machine-processable.

• Use intelligent techniques to take advantage of these representations.

• Knowledge will be organized in conceptual spaces according to its meaning.

• Automated tools for maintenance and knowledge discovery

• Semantic query answering

• Query answering over several documents


• Defining who may view certain parts of information (even parts of documents) will be possible.

• Semantic Web does not rely on text-based manipulation, but rather on machine-processable metadata

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Implementations – Rich Snippets

• Implementation realization of an application, plan, idea, model, or design.

• Snippets—the few lines of text that appear under every search result—are designedto give users a sense for what’s on the page and why it’s relevant to their query.

• If Google understands the content on your pages, we can create rich snippets—detailed information intended to help users with specific queries.



Overview

Formate.g. RDFa

I l t ti


Implementatione.g. OWLIM

Vocabularye.g. foaf

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• A (Semantic Web) vocabulary can be considered as a special form of (usually light-weight) ontology, or sometimes also merely as a collection of URIs with an (usually informally) described meaning*.

– URI = uniform resource identifierURI uniform resource identifier

– Semantic vocabularies include: FOAF, Dublin Core, Good Relations, etc.

• Format is an explicit set of requirements to be satisfied by a material, product, or service.

– The most known examples are RDF and OWL.


• Implementation realization of an application, plan, idea, model, or design.– OWLIM - a family of semantic repositories, or RDF database management system

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* http://semanticweb.org/wiki/Ontology


Format

• an explicit set of requirements to be satisfied by a material, product, or service.

• is an encoded format for converting a specific type of data to displayable information.


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Methods of describing Web content:RDFsRDFs1998

RDF

HTML Meta Elements

1999

RDF

2004

RDFaRDFa

2005

MicroformatsMicroformats

2007

OWLOWL

2008

SPARQLSPARQL


2009

OWL 2OWL 2

2010

RIFRIF

2011

MicrodataMicrodata


Format – HTML Meta Elements

• HTML or XHTML elements which provide structured metadata about a Web page

• Represented using the <meta...> element

• Can be used to specify page description, keywords and any other metadata notprovided through the other head elements and attributes

• Example:


<meta http‐equiv="Content‐Type" content="text/html" >

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• Search engine optimization attributes: keywords, description, language, robots

– keywords attribute - although popular in the 90s, search engine providers realized thatinformation stored in meta elements (especially the keywords attribute) was often unreliableand misleading, or created to draw users towards spam sites

– description attribute - provides concise explanation of a Web page's content

– the language attribute - tells search engines what natural language the website is written in

– the robots attribute - controls whether or not search engine spiders are allowed to index a


page, and whether or not they should follow links from a page

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• Example - metadata contained by www.wikipedia.org:

<meta charset="utf‐8"> <meta name="title" content="Wikipedia"> <meta name="description" content="Wikipedia, the free encyclopedia that anyone can edit."> <meta name="author" content="Wikimedia Foundation"><meta name="copyright" content="Creative Commons Attribution‐Share Alike 3.0 and GNU Free Documentation License"> <meta name="publisher" content="Wikimedia Foundation"> <meta name "language" content "Many">


<meta name= language content= Many > <meta name="robots" content="index, follow"> <!‐‐[if lt IE 7]><meta http‐equiv="imagetoolbar" content="no"><![endif]‐‐> <meta name="viewport" content="initial‐scale=1.0, user‐scalable=yes">

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Format – RDFa

• Is a W3C Recommendation that adds a set of attribute-level extensions to XHTML forembedding rich metadata within Web documents.embedding rich metadata within Web documents.

• Adds a set of attribute-level extensions to XHTML enabling the embedding of RDFtriples;

• Integrates best with the W3C meta data stack built on top of RDF

• Benefits [Wikipedia RDFa, n.d.]:– Publisher independence: each website can use its own standards;

– Data reuse: data is not duplicated - separate XML/HTML sections are not required for thesame content;

– Self containment: HTML and RDF are separated;

S h d l it tt ib t bl


– Schema modularity: attributes are reusable;

– Evolv-ability: additional fields can be added and XML transforms can extract the semanticsof the data from an XHTML file;

– Web accessibility: more information is available to assistive technology.

• Disadvantage: the uptake of the technology is hampered by the web-master’s lack of familiarity with this technology stack

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Format – RDFa

• RDFa Attributes:

– about and src – a URI or CURIE specifying the resource the metadata is about

– rel and rev – specifying a relationship or reverse-relationship with another resource

– href and resource – specifying the partner resource

– property – specifying a property for the content of an element

– content – optional attribute that overrides the content of the element when using theproperty attribute

– datatype – optional attribute that specifies the datatype of text specified for use with the


property attribute

– typeof – optional attribute that specifies the RDF type(s) of the subject (the resource that themetadata is about).

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Format – RDFa

• Example

<div xmlns:dc=http://purl.org/dc/elements/1.1/about="http://www.example.com/books/wikinomics"> <span property="dc:title">Wikinomics</span> <span property="dc:creator">Don Tapscott</span><span property="dc:date">2006‐10‐01</span>

</div>



Format – OWL

• Family of knowledge representation languages forauthoring ontologiesauthoring ontologies

• WebOnt developed OWL language

• OWL based on earlier languages OIL andDAML+OIL

• Characterized by formal semantics and RDF/XML-based serializations for the Semantic Web

• Endorsed by the World Wide Web Consortium(W3C)


Source: McGuinness, COGNA October 3, 2003

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OWL Sublanguages• The W3C-endorsed OWL specification includes the definition of three variants of

OWL, with different levels of expressiveness (ordered by increasing expressiveness):OWL Lite originally intended to support those users primarily– OWL Lite - originally intended to support those users primarilyneeding a classification hierarchy and simple constraints

– OWL DL - was designed to provide the maximum expressiveness possible while retaining computational completeness, decidability, and the availability of practical reasoning algorithms.

– OWL Full - designed to preserve some compatibility with RDF Schema

• The following set of relations hold. Their inverses do not.– Every legal OWL Lite ontology is a legal OWL DL ontology.

Each of these sublanguageis a syntactic extension of its simpler predecessor.


y g gy g gy

– Every legal OWL DL ontology is a legal OWL Full ontology.

– Every valid OWL Lite conclusion is a valid OWL DL conclusion.

– Every valid OWL DL conclusion is a valid OWL Full conclusion.

• Development of OWL Lite tools has thus proven almost as difficult as development of tools for OWL DL, and OWL Lite is not widely used


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Format – OWL

• Class Axioms– oneOf (enumerated classes) – disjointWith– sameClassAs applied to class expressions – rdfs:subClassOf applied to class expressions

• Boolean Combinations of Class Expressions – unionOf– intersectionOf– complementOf

• Arbitrary Cardinality i C di lit


– minCardinality– maxCardinality– cardinality

• Filler Information– hasValue Descriptions can include specific value information


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Format – OWL

• Example:

<owl:Class><owl:intersectionOf rdf:parseType=" collection"><owl:Class rdf:about="#Person"/><owl:Restriction><owl:onProperty rdf:resource="#hasChild"/><owl:allValuesFrom><owl:unionOf rdf:parseType=" collection">

<owl:Class rdf:about="#Doctor"/><owl:Restriction><owl:onProperty rdf:resource="#hasChild"/><owl:someValuesFrom rdf:resource="#Doctor"/>



owl:someValuesFrom rdf:resource #Doctor /</owl:Restriction>

</owl:unionOf></owl:allValuesFrom>

</owl:Restriction></owl:intersectionOf>

</owl:Class>

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Format – OWL 2

• Extends OWL 1

• Inherits OWL 1 language features


• Inherits OWL 1 language features

• Makes some patterns easier to write

• Does not change expressiveness, semantics and complexity

• Provides more efficient processing in implementations

• Syntactic sugar:– DisjointUnion - Union of a set of classes; all the classes are pairwise disjoint

– DisjointClasses - A set of classes; all the classes are pairwise disjoint

– NegativeObjectPropertyAssertion - Two individuals; a property does not hold between them

– NegativeDataPropertyAssertion - An individual; a literal; a property does not hold between


g p y p p ythem

• OWL 2 allows the same identifiers (URIs) to denote individuals, classes, and properties

• Interpretation depends on context

• A very simple form of meta-modelling


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Format – OWL 2• New constructs for properties:

– Self restriction: Classes of objects that are related to themselves by a given property

Q lifi d di lit t i ti Q lifi th i t t b t d


– Qualified cardinality restriction: Qualifies the instances to be counted

– Object properties

– Disjoint properties

– Property chain: Properties can be defined as a composition of other properties

– keys

• An OWL 2 profile (commonly called a fragment or a sublanguage in computationallogic) is a trimmed down version of OWL 2 that trades some expressive power for theefficiency of reasoning.

• OWL 2 profiles


– OWL 2 EL is particularly useful in applications employing ontologies that contain very largenumbers of properties and/or classes.

– OWL 2 QL is aimed at applications that use very large volumes of instance data,

and where query answering is the most important reasoning task

– OWL 2 RL is aimed at applications that require scalable reasoning without

sacrificing too much expressive power.

• OWL 2 profiles are defined by placing restrictions on the structure of OWL 2ontologies. Source: http://semwebprogramming.org/?p=175

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Format – OWL 2

• Example property chains in OWL2:


Declaration( ObjectProperty( :isEmployedAt ) ) ObjectPropertyAssertion( :isEmployedAt :Martin :SC ) SubObjectPropertyOf( ObjectPropertyChain(

:isEmployedAt :isPartOf ) :isEmployedAt) ObjectPropertyAssertion( :isEmployedAt :Martin :ICS ) ObjectPropertyAssertion( :isEmployedAt :Martin :MU )


Source: http://dior.ics.muni.cz/~makub/owl/

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Format – RIF

• A collection of dialects (rigorously definedrule languages)


rule languages)

• Intended to facilitate rule sharing andexchange

• RIF framework is a set of rigorousguidelines for constructing RIF dialects in aconsistent manner

• The RIF framework includes severalaspects:

S t ti f k


– Syntactic framework

– Semantic framework

– XML framework

• RIF can be used to map betweenvocabularies (one of the proposed usecases)

Source: Michael Kifer State University of New York at Stony Brook

127

Format – RIF

• The standard RIF dialects are:– Core - the fundamental RIF language It is designed to be the common subset of most rule


Core the fundamental RIF language. It is designed to be the common subset of most rule engines. (It provides "safe" positive datalog with builtins.)

– BLD (Basic Logic Dialect) - adds a few things that Core doesn't have: logic functions, equality in the then-part, and named arguments. (This is positive Horn logic, with equality and builtins.)

– PRD (Production Rules Dialect) - adds a notion of forward-chaining rules, where a rule firesand then performs some action, such as adding more information to the store or retractingsome information.

• Although RIF dialects were designed primarily for interchange, each dialect is astandard rule language and can be used even when portability and interchange are


standard rule language and can be used even when portability and interchange arenot required.

• The XML syntax is the only one defined as a standard for interchange. Variouspresentation syntaxes are used in the specification, but they are not recommendedfor sending between different systems.

Source: http://www.w3.org/2005/rules/wiki/RIF_FAQ#What_is_RIF-BLD.3F__.28and_RIF-Core.2C_PRD.2C_FLD.29

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Format – RIF• A simplified example of RIF-Core rules combined with OWL to capture anatomical

knowledge that can be used to help label brain cortex structures in MRI images.



Source: http://www.w3.org/2005/rules/wiki/Modeling_Brain_Anatomy

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Format – Microformats

• Directly use meta tags of XHTML to embed semantic information in web documents;

• Microformats were developed as a competing approach directly using some existingHTML tags to include meta data in HTML documents

• As of 2010, microformats allow the encoding and extraction of events, contactinformation, social relationships and so on

• Advantages:– you can publish a single, human readable version of your information in HTML and then

make it machine readable with the addition of a few standard class names

N d t l th l


– No need to learn another language

– Easy to add

• However: they overload the class tag which causes problems for some parsers as itmakes semantic information and styling markup hard to differentiate

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Format - Microformats

• Example

<ul class="vcard"><li class="fn">Joe Doe</li> <li class="org">The Example Company</li> <li class="tel">604‐555‐1234</li><li><a class="url“ href="http://example.com/">http://example.com/</a></li>

</ul>



Format – Microdata

• Use HTML5 elements to include semantic descriptions into web documents aiming toreplace RDFa and Microformats.replace RDFa and Microformats.

• Introduce new tag attributes to include semantic data into HTML

• Unless you know that your target consumer only accepts RDFa, you are probablybest going with microdata.

• While many RDFa-consuming services (such as the semantic search engine Sindice)also accept microdata, microdata-consuming services are less likely to accept RDFa.

Ad t


• Advantages:– the variable groupings of data within published area

tables may not be the detail required for a particularapplication (e.g. age group, ethnic group oroccupational classification).

– the cross-tabulations of variables available in areatables may not be those needed for a study (e.g. countsof individuals by age and ethnic group and occupation).

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• Examples:

– Google may use microdata in its results pages:

– Opera from version 11.60 is the only current stable release of a browser that supportsmicrodata:


– MicrodataJS is a JavaScript library and jQuery plugin that emulates the DOM API.

133



• Example without microdata:

<section> Hello, my name is John Doe, I am a graduate research assistant at the University of Dreams. My friends call me Johnny. You can visit my homepage at <a href="http://www.JohnnyD.com">www.JohnnyD.com</a>. I live at 1234 Peach Drive Warner Robins, Georgia.

</section>


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• Example using microdata:

<section itemscope itemtype="http://data‐vocabulary.org/Person"> Hello, my name is <span itemprop="name">John Doe</span>, I am a <span itemprop="title">graduate research assistant</span> at the <span itemprop="affiliation">University of Dreams</span>. My friends call me <span itemprop="nickname">Johnny</span>. You can visit my homepage at <a href=http://www JohnnyD com itemprop="url">www JohnnyD com</a>


<a href=http://www.JohnnyD.com itemprop= url >www.JohnnyD.com</a>. <section itemprop="address" itemscope itemtype="http://data‐

vocabulary.org/Address"> I live at <span itemprop="street‐address"> 1234 Peach Drive</span> <span itemprop="locality">Warner Robins</span> , <span itemprop="region">Georgia</span>.

</section> </section>


Format – RDF

• The Resource Description Framework (RDF) is a language for representinginformation about resources in the World Wide Web.

• RDF provides a common framework for expressing information so it can beexchanged between applications without loss of meaning.

• It is based on the idea of identifying things using Web identifiers (called UniformResource Identifiers, or URIs) and describing resources in terms of simple propertiesand property values

• Thus, RDF can represent simple statements about resources as a graph of nodesand arcs representing the resources, and their properties and values.


p g p p

• It specifically supports the evolution of schemas over time without requiring all thedata consumers to be changed

136

Source: http://www.iis.sinica.edu.tw/~trc/public/courses/Fall2008/week15/slide-w15.html#%287%29

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Format – RDF

• Based on triples <subject, predicate, object>

• An RDF triple contains three components:– the subject, which is an RDF URI reference or a blank node – the predicate, which is an RDF URI reference– the object, which is an RDF URI reference, a literal or a blank node – An RDF triple is conventionally written in the order subject, predicate, object.– The predicate is also known as the property of the triple.

• Triple data model:

<subject, predicate, object>


j , p , j

– Subject: Resource or blank node– Predicate: Property– Object: Resource (or collection of resources), literal or blank node

• Example:<ex:john, ex:father-of, ex:bill>

137


Format – RDF

• An RDF graph is a set of RDF triples.

• The set of nodes of an RDF graph is the set of subjects and objects of triples in the graph.

• Person ages (:age) and favorite friends (:fav)Properties encoded as XML entities:

<rdf:RDFxmlns:rdf="http://www.w3.org/1999/02/

22-rdf-syntax-ns#" xmlns:example="http://fake.host.edu/e

xample-schema#">


<example:Person>

<example:name>Smith</example:name> <example:age>21</example:age><example:fav>Jones</example>

</example:Person>

</rdf:RDF>

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Format – SPARQL

• A recursive acronym for SPARQL Protocol and RDF Query Language

• On 15 January 2008, SPARQL 1.0 became an official W3C Recommendation

• Query language based on RDQL

• Used to retrieve and manipulate data stored in RDF format

U SQL lik t


• Uses SQL-like syntax

139


Format – SPARQL

• Example SPARQL Query:

– “Return the full names of all people in the graph”

– Results:

fullName

=================

PREFIX vCard: <http://www.w3.org/2001/vcard‐rdf/3.0#>SELECT ?fullNameWHERE {?x vCard:FN ?fullName}

@prefix ex: <http://example.org/#> .@prefix vcard: <http://www.w3.org/2001/vcard‐rdf/3.0#> .ex:johnvcard:FN "John Smith" ;vcard:N [


"John Smith"

"Mary Smith"

140

ca d [vcard:Given "John" ;vcard:Family "Smith" ] ;ex:hasAge 32 ;ex:marriedTo :mary .ex:maryvcard:FN "Mary Smith" ;vcard:N [vcard:Given "Mary" ;vcard:Family "Smith" ] ;ex:hasAge 29 .

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Vocabulary – Linked Data


Linked Data Cloud

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Vocabulary – Linked Data

• Materialization of the usage of vocabularies

• Wikipedia defines Linked Data as "a term used to describe a recommended bestpractice for exposing, sharing, and connecting pieces of data, information, andknowledge on the Semantic Web using URIs and RDF“

• “Semantic web done right” Tim Berners-Lee

• Combination of openness with data + open standards


• Linked Data Essentials:– Use URIs

– Use HTTP URIs

– Serve useful information using SPARQL, RDF standards

– Mention URIs of related objects

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Vocabulary – schema.org




• Example*:

– Imagine you have a page about the movie Avatar—a page with a link to a movie trailer,information about the director, and so on. Your HTML code might look something like this:

<div> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span><span>Science fiction</span> <a href="../movies/avatar‐theatrical‐trailer.html">Trailer</a>


<a href ../movies/avatar theatrical trailer.html >Trailer</a> </div>

* http://schema.org/docs/gs.html

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• Example with microdata*:

<div itemscope itemtype ="http://schema.org/Movie"> <h1 itemprop="name"&g;Avatar</h1> <div itemprop="director" itemscope itemtype="http://schema.org/Person">

Director: <span itemprop="name">James Cameron</span> (born <span itemprop="birthDate">August 16, 1954)</span>

</div> <span itemprop="genre">Science fiction</span>


<a href="../movies/avatar‐theatrical‐trailer.html" itemprop="trailer">Trailer</a> </div>

* http://schema.org/docs/gs.html


Vocabulary – FOAF

• Friend of a Friend

• Uses RDF to describe the relationship people have to other “things” around them

• FOAF permits intelligent agents to make sense of the thousands of connectionspeople have with each other, their jobs and the items important to their lives;

• Because the connections are so vast in number, human interpretation of theinformation may not be the best way of analyzing them.


• FOAF is an example of how the Semantic Web attempts to make use of therelationships within a social context.

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Vocabulary – FOAF

• Example

<foaf:Person> <foaf:name>Dan Brickley</foaf:name> <foaf:mbox_sha1sum>

748934f32135cfcf6f8c06e253c53442721e15e7</foaf:mbox_sha1sum>

</foaf:Person>


• Which says "there is a Person called Dan Brickley who has an email address whosesha1 hash is..."

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Vocabulary – GoodRelations

• A lightweight ontology for annotating offerings and other aspects of e-commerce onthe Web.the Web.

• The only OWL DL ontology officially supported by both Google and Yahoo.

• It provides a standard vocabulary for expressing things like– that a particular Web site describes an offer to sell cellphones of a certain make and model at

a certain price,

– that a pianohouse offers maintenance for pianos that weigh less than 150 kg,

– or that a car rental company leases out cars of a certain make and model from a particularset of branches across the country.


• Also, most if not all commercial and functional details of e-commerce scenarios canbe expressed, e.g. eligible countries, payment and delivery options, quantitydiscounts, opening hours, etc.

150

http://semanticweb.org/wiki/GoodRelations

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Vocabulary – GoodRelations• Example:

<rdf:RDF xmlns="http://www.heppnetz.de/ontologies/examples/gr#"xml:base="http://www.heppnetz.de/ontologies/examples/gr"xmlns:toy="http://www.heppnetz.de/ontologies/examples/toy#"xmlns:gr="http://purl.org/goodrelations/v1#"xmlns:xsd="http://www.w3.org/2001/XMLSchema#"xmlns:dc="http://purl.org/dc/elements/1.1/"xmlns:protege="http://protege.stanford.edu/plugins/owl/protege#"xmlns:rdfs="http://www.w3.org/2000/01/rdf‐schema#"xmlns:rdf="http://www.w3.org/1999/02/22‐rdf‐syntax‐ns#"xmlns:owl="http://www.w3.org/2002/07/owl#"><owl:Ontology rdf:about=""><owl:imports rdf:resource="http://www.heppnetz.de/ontologies/examples/toy"/>


p p // pp / g / p / y /<owl:imports rdf:resource="http://purl.org/goodrelations/v1"/>

</owl:Ontology><gr:BusinessEntity rdf:ID="ElectronicsCom"><gr:legalName rdf:datatype="&xsd;string">Electronics.com Ltd.</gr:legalName>

<rdfs:seeAlso/><gr:offers rdf:resource="#Offering_1"/>

</gr:BusinessEntity></rdf:RDF>


Vocabulary – DublinCore

• Early Dublin Core workshops popularized the idea of "core metadata" for simple andgeneric resource descriptions.generic resource descriptions.

• Metadata terms are a set of vocabulary terms which can be used to describeresources for the purposes of discovery.

• The terms can be used to describe a full range of web resources: video, images, webpages etc. and physical resources such as books and objects like artworks

• The Dublin Core standard includes two levels:– Simple Dublin Core comprises 15 elements;


– Qualified Dublin Core includes three additional elements;— Audience, Provenance andRightsHolder;— as well as a group of element refinements, also called qualifiers, that refinethe semantics of the elements in ways that may be useful in resource discovery.

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Source: http://dublincore.org (tutorials)

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• Characteristics of DublinCore:– All elements are optionalAll elements are optional

– All elements are repeatable

– Elements may be displayed in any order

– Extensible

– International in scope

• The fifteen core elements are usable with or without qualifiers

• Qualifiers make elements more specific:


• Qualifiers make elements more specific:– Element Refinements narrow meanings, never extend

– Encoding Schemes give context to element values

• If your software encounters an unfamiliar qualifier, look it up –or just ignore it!

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Source: http://dublincore.org (tutorials)



• Expressing Dublin Core in HTML/XHTML meta and link elements:...<head profile="http://dublincore.org/documents/dcq‐html/"><title>Expressing Dublin Core in HTML/XHTML meta and link elements</title><link rel="schema.DC" href="http://purl.org/dc/elements/1.1/" /><link rel="schema.DCTERMS" href="http://purl.org/dc/terms/" />

<meta name="DC.title" lang="en" content="Expressing Dublin Corein HTML/XHTML meta and link elements" /><meta name="DC.creator" content="Andy Powell, UKOLN, University of Bath" /><meta name="DCTERMS.issued" scheme="DCTERMS.W3CDTF" content="2003‐11‐01" /><meta name="DC.identifier" scheme="DCTERMS.URI"content="http://dublincore org/documents/dcq‐html/" />


content= http://dublincore.org/documents/dcq‐html/ /><link rel="DCTERMS.replaces" hreflang="en"href="http://dublincore.org/documents/2000/08/15/dcq‐html/" /><meta name="DCTERMS.abstract" content="This document describes howqualified Dublin Core metadata can be encodedin HTML/XHTML <meta> elements" /><meta name="DC.format" scheme="DCTERMS.IMT" content="text/html" /><meta name="DC.type" scheme="DCTERMS.DCMIType" content="Text" /></head>...

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Implementations – Rich Snippets

• Three steps to rich snippets

1. Pick a markup format.Google suggests using microdata, but any of the three formats below are acceptable.

• Microdata (recommended)

• Microformats

• RDFa

2. Mark up your content.Google supports rich snippets for these content types:

• Reviews

• People


• People

• Products

• Businesses and organizations

• Recipes

• Events

• Music

• Google also recognizes markup for video content and uses it to improve our search results.

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Implementations – OWLIM

• OWLIM is a high-performance OWL repository

• Storage and Inference Layer (SAIL) for Sesame RDF database• Storage and Inference Layer (SAIL) for Sesame RDF database

• OWLIM performs OWL DLP reasoning

• It is uses the IRRE (Inductive Rule Reasoning Engine) for forward-chaining and “totalmaterialization”

• In-memory reasoning and query evaluation

• OWLIM provides a reliable persistence, based on RDF N-Triples

• OWLIM can manage millions of statements on desktop hardware


OWLIM can manage millions of statements on desktop hardware

• Extremely fast upload and query evaluation even for huge ontologies and knowledgebases

• OWLIM is developed by Ontotext

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Implementations – OWLIM

• OWLIM is available as a Storage and Inference Layer (SAIL) for Sesame RDF.

• Benefits:

– Sesame’s infrastructure, documentation, user community, etc.

– Support for multiple query language (RQL, RDQL, SeRQL)

– Support for import and export formats (RDF/XML, N-Triples, N3)



Implementations – Jena

• Apache Jena™ is a Java framework for building Semantic Web applications.

• Jena provides a collection of tools and Java libraries to help you to develop semanticweb and linked-data apps, tools and servers.

• The Jena Framework includes:– an API for reading, processing and writing RDF data in XML, N-triples and Turtle formats;

– an ontology API for handling OWL and RDFS ontologies;

– a rule-based inference engine for reasoning with RDF and OWL data sources;

– stores to allow large numbers of RDF triples to be efficiently stored on disk;


– a query engine compliant with the latest SPARQL specification

– servers to allow RDF data to be published to other applications using a variety of protocols,including SPARQL

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Implementations – Jena

• Jena stores information as RDF triples in directed graphs, and allows your code toadd, remove, manipulate, store and publish that information.add, remove, manipulate, store and publish that information.

• Jena architecture overview:


Overview of Channels


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Overview


2. Why do it?

3. How is it done?





7. Summary

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Pitfalls of Dissemination

• Online dissemination methods are forms of electronic marketing, BUT there areimportant differences between electronic spam and conventional marketingtechniques.

• For instance, common sense dictates that there’s no reason to send anadvertisement to somebody who can’t use the product being advertised (e.g.presenting advantages of cat food to dog owners).

• The method of dissemination must be particularly crafted for the target audience (e.g.a message containing a large amount of technical details should not be sent to apartner that cannot understand such details)

• The method of dissemination must be particularly crafted for the channel selected todisseminate: the message should be shared on channels that permit it otherwise it


disseminate: the message should be shared on channels that permit it, otherwise itwill be considered spam.

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• A dissemination channel should not be intrusive: a member should beasked before being subscribed to a specific list, and should have theoption to unsubscribe and re-subscribe whenever he wishes so

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Pitfalls of Dissemination

• The user must not be overloaded with information and must have the option of managing the content received (e.g. receive daily/weekly digests instead of numerous messages containing a single message)

• Close attention should be paid to the messages that are disseminated: elements that are not of utmost important should be just posted on the website regularly (and provide a single newsletter directing the user to the site).

• Posting elements that are not interesting for a user will be considered spam (in essence, spam is a message from someone else that the receiver did not ask for and does not want to have).

• The receiver should not be buried under a large number of messages – it will create frustration as the important messages become harder to observe


frustration as the important messages become harder to observe.

• When using chat applications as methods of dissemination, certain etiquette elements must be taken into consideration:

– Mass messages containing advertising are considered rude

– A discrete way of disseminating is using the status update

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Multi Channel Publishing / Dissemination

Overview


2. Why do it?

3. How is it done?





7. Summary

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Communication



Measuring impact of dissemination

What is impact and feedback?


Overview of available tools per channel


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What is Impact and Feedback

Impact = influence, effect of the dissemination process

Feedback = evaluative information derived from the reaction or response to a particular activity part of the dissemination



Impact of dissemination

• The impact of dissemination refers to:

− the actions that followed the disseminationof the message;

− the effect of the message on the behavior ofthe customers related to an enterprise,the offered products and services;

− the influence to the customers and theirreaction to the message;


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Feedback of dissemination

• Refers to the response of an audience to a message or activity.

• Giving the audience a chance to provide feedback is crucial for maintaining an opencommunication climate.

• “Feedback refers to a relationship between the behavior of the speaker, the responseof the listener and the effect of the response on the further behavior of the speaker.… In a sense, we may say that feedback, in order to be feedback, must be used asfeedback.” Theodore Clevenger, Jr., and Jack Matthews – “Feedback” – “Communication theory” edited by C.David Mortenser.


• Feedback should be measured and analysed.


Measuring the feedback of the dissemination activities

• Increased understanding of the impact of the dissemination processes.

– The generation of reports, regarding the dissemination activities, helps an organisation tounderstand in deep the impact of their work and products to the audience by knowing whatpeople do not find attractive and useful.

• Evaluate current online and social network strategies.

– It is always important to evaluate a strategy and specify the lessons learned for future use.


• Look forward and plan the next business steps and objectives based on theeffectiveness of the current activities.

– Modify the current dissemination activities according to the reports in order to be moreeffective in the future and our efforts more productive.

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Measuring the feedback of the dissemination activities

• To ensure that the message disseminated has been seen by the target audience.

– By measuring the impact of the dissemination, we could be aware of the visibility that ourmessage achieved.

• To verify whether the message has been understood by the target audience.

– The disseminated message may be well distributed and visible, but not understood by theaudience in the way that the enterprise would like to.


• To quantify the reach of the dissemination.

– It is important to be able to produce reports with metrics about the effectiveness of thedissemination. This is realizable only by establishing ways to measure the impact.


What should we measure to specify the feedback?

• Social Media Exposure

– How many people did you reach with your message?

• Appeal of your message

– How many people listened to the entire message?

– If the majority of people stopped listening to your message, when did they stop? Was it due to the content, the implementation of the message or the medium?


• Engagement

– How many people actually reacted to your message?It is important to find out how many people reacted after the dissemination reached them. Did they forward the message to their social circle?

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What should we measure to specify the feedback?

• Influence

– Measure how influential the people who engaged with, and reacted to your message. Thisreflects the influence of the enterprise. The enterprise should be sure the messages arereaching different kinds of people, including average users and influential users.

• Message converted to action

– The ultimate goal of the enterprise is to monetize the dissemination of products and services.


– Measuring how the disseminated messages were converted to transactional actions.

– What was the Return On Investment (ROI) and the Social Return On Investment (SROI)

Measuring Impact of Dissemination

Why and What to measure?




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Overview of criteria for measuring


What syntactical and concrete measuring units to consider?

• Views and clicks

• Unary feedback

• Binary feedback

• Ratings

• Re-publication


Re publication

• Comments:(Sentiment of comments)

• Replies

• Platform specific

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Measuring units for static broadcasting

• Traffic Rank:– Traffic Rank among all sitesTraffic Rank among all sites

– Traffic Rank among its category

– Reputation (by checking on websites like alexa.com or ranking.com)

• Reach:– Estimated percentage of global internet users who visit

– Number of visitors

– Number of unique visitors

– Number of recurring visitors


• Audience – Audience Demographics (age, gender, has children, education, location, etc)

• Page views: – Estimated percentage of global page views

– Estimated daily unique pageviews per user

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• Percentage of site viewed

• Bounce rate: – Estimated percentage of visits to website that consist of a single page viewp g g p g

• Time on site: – Estimated daily time on site (mm:ss)

• Search:– Estimated percentage of visits that came from a search engine

• Connections:– Sites linking in


– Links pointing to this site

– Link popularity ranking

• Reviews

• Click stream

• (for Wikis) number of mentions of interest topic (e.g. hotel name)

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Measuring units for dynamic broadcasting

Type Tool Unit (number of…)

News feeds RSS Subscriptions, Web site visits

Newsletters Subscriptions, Web site visits

Email Replies

Microblogging Twitter Tweets, Followers, Retweets, Mentions

Tumblr Notes, Reblog

Blogs Comments, Sharing

Social Networks Facebook Likes, Comments

Google +1 Comments Share


Google +1, Comments, Share

LinkedIn Comment, Like, Flag

Chat Skype Replies, Contacts

Google Talk Replies, Contacts

Facebook Messenger Replies, Contacts

Yahoo! Messenger Replies, Contacts

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News feeds (e.g. RSS)• Subscribers

• Web site visitors originating from newsfeed

Newsletters• Subscribers

• Web site visitors originating from newsfeed

Email• Replies


Blogs• Comments

• Sharing per individual post

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Microblogging

Twitter• Tweets

• Followers

• Retweets

• Mentions

TumblrN b f N t


• Number of Notes

• Number of Reblogs

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Facebook

Social Networks

• Likes per page, Likes per post

• Comments per page, Comments per post

Google+• +1 per post, +1 per page


• Sharing


LinkedIn• Comments

• Likes

• Flag

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Chats

e.g. Skype, Google Talk, Facebook Messenger, Yahoo! Messenger

• Number of Contacts

• Replies


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Measuring units for Sharing

Type Tool Unit (number of )Type Tool Unit (number of …)

Slides SlideShare Share, comments, follow

Images Flickr Comments, faves

Videos YouTube Comments, likes, dislikes, share, subscribe to the channel

VideoLectures Popularity (star system), reviews, comments

Social bookmarking Delicious Stacks, links, comments, f i


favorite, saves

Digg diggs

StumbleUpon Like, dislike

Social News Website Reddit Comment, vote up, vote down


Slideshare

Slides

• Likes per page, Likes per post


Flickr

Images


• Comments

• Favorites

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YouTube

Videos

• Comments

• Video replies

• Likes and Dislikes

• Sharing

• Subscribe to channel

VideoLectures


• Popularity (star system)

• Reviews

• Comments

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Delicious Digg

Social Bookmarking

• Stacks

• Links

• Comments

• Favorites

• Saves

• Diggs

StumblUpon• Like

• Dislike


Social News Website (e.g. Reddit)

• Comments

• Vote up or Vote down

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Measuring units for Online Discussion Groups

• Posts

• Replies to posts

• Discussions started (threads)

• Number of members

Measuring units for Forum

N b f di i (th d )


• Number of discussions (threads)

• Number of members

• Number of comments

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Resulted user generated content as means of measuring content

• Number of times the dissemination channels have been mentioned as sources

• Number of times topics presented by the dissemination channels have appeared inunrelated websites or user generated content

• Number of responses


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Why and What to measure?





Social Media impact

• Use automated tools to collect and report customer feedback metricsS i l di it i t l (R di 6 Alt i ) t– Social media monitoring tools (Radian6, Alterian) to:

– Listening platforms:– Crawlers– Web/online information analytics

Brand communities

• A brand community is a specialized non-geographically bound community, based ona structures set of social relationships among admirers of a brand (Muniz andO’G i 2001)


O’Guinn, 2001)

• Feedback and impact can be measured by employing analytics inside the communityitself (surveys, polls, etc.)

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Static broadcasting:

• Use of websites like alexa.com, ranking.com to observe information regarding traffic ( k t ti b f i it i t )(rank, reputation, number of visitors, page views, etc. )




Feeds:

• Web statistics

• Third-party RSS feed hosts (e.g. FeedBurner)

• Other (third party) solutions:– Generating unique URLs for each subscriber

– Anonymity vs. exploration of individual user habits

– Such third party services are often only interested in collecting data

– Uniquely named transparent images


• Uniquely named transparent 1x1 graphics can be added to the description field of anRSS feed

• Use standard web logs to see the number of times the image is viewed anddetermine the number of times the feed was accessed

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Newsletters:

• Number of subscribers (no un-intrusive method of verifying whether the informationhas been received)has been received)

Email and mailing lists:

• Measuring impact:– Questions:

• Who read my emails?

• How many backlinks were produced?


• BUT: answering this question is difficult!– Read-receipts:

• MDN - Message Disposition Notifications (inserted into mail header)

• Must be requested prior to sending the email

• BUT:o Highly depended on email application used (different implementations, or not supported at all)

o Can be turned off by user


• Email tracking:

– Web beacons: embedding of a tiny, invisible tracking image into email

– Only working for HTML emails (not plain-text messages)

– An individual tracking code is referenced when an event occurs

• Message is opened or a link is clicked

– Events are stored in database and used for statistics as click-through rates or operates


– BUT: Images and links can be turned off in email applications, spam-filters (!!)

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Microblogs (e.g. Twitter)

• Twitter account has no built-in statistics toolbuilt in statistics tool

– Only number of tweets, of people following, and of followers

• New: Twitter for Businesses offers detailed statistics (not free service)

• Third-party tools:– e.g. Topsy Social Analytics, TwitterCounter, …


e.g. Topsy Social Analytics, TwitterCounter, …

– Track number of mentions (for hashtags and accounts)

– Track retweets

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Social networks

• Facebook

– Facebook Insight for Pages, Apps andWebsites

– Facebook Insights provide aggregated, non-personally identifiable information to FacebookPage owners and Facebook Platformdevelopers

– Statistics for Likes, Reach, and Talking aboutthis


this

– Insight API allows access to these statistics forPlatform developers

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• Google+

– No built-in statistics tool

– Track +1, sharing and comments per post

• LinkedIn

– Number of connections

– New people in your network


– Profile stats

• Who’s viewed your profile

• Appearances in search

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Chat

• Chat should not be used as a main dissemination method due to its very nature (one-to-one conversations)

• In particular situations, instant chatting can be employed to disseminate to a smallnumber of people information that concerns only them (e.g. a skype conferencedisseminating the results of a project management meeting to the development team)

• It is a method to address any concerns or ensure engagement.


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Sharing

SlideShare

Free Acco nt Statistics per presentation N mber of


• Free Account: Statistics per presentation - Number of: Views (Embed, on slideshare), Favorites, Downloads, Comments

• Pro Account: – Analytics summary– Statistics per presentation– Latest tweets– All views (timeline)– Downloads


– LinkedIn Dashboard


SlideShare Pro accounts statistics

Analytics summary

• Total Views / Favorites /• Total Views / Favorites / Downloads / Tweets / Likes

• Most active presentations

• Most search keywords

• Locations


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Flickr Free account

• Photos’ views, comments

Set of photos’ ie s comments• Set of photos’ views, comments

• Popular

– Interestingness: “Where the clickthroughs are coming from; who comments on it and when; who marks it as a favorite; its tags and many more things which are constantly changing. Interestingness changes over time, as more and more fantastic content and stories are added to Flickr.” [2]

– Views


– Favorites

– Comments

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Flickr Pro account

• Account overview

• Individual photos

• Daily referrers


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YouTube Analytics



• YouTube Demographics


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• YouTube Audience retention:

– Absolute audience retention: How often each moment of your video is watched.

– Relative audience retention: Video’s ability to retain viewers relative to all YouTube videos of similar length. (limitation: video views>300



VideoLectures

• Lecture page– Information about:Information about:

• Views

• Lecture popularity (stars)

• Social networks counters (Tweets, Likes, Google+, LinkedIn shares, Delicious, Mendeley)

• Conference page– Information about:

• Most popular lectures (based on views)• Top voted lectures


Top voted lectures

• Author page

– Information about:• Views of her/his lectures

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Social Bookmarking:

• Visibility of links shared• Visibility of links shared

– Saves

• Visibility of grouped bookmarks shared (playlists for the web)

– Views

– Followers


Followers

– Social networks counters (Tweets, Likes)

– Comments

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Collaboration

• The success of collaboration can either be observed instantly (e.g. a finished GoogleDocument) or can be observed over a long period of time by assessing the projectsDocument) or can be observed over a long period of time by assessing the projectsand responses resulting from the collaboration session (e.g. creating softwareplatforms using information presented in a workshop)


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Measuring group impact – what to measure

• Size (number of members) – assess whether the group should be large or small

Interconnectedness and net ork densit• Interconnectedness and network density

• Shared Language – a successful group shares the same language

• Communication activity – meaningful and frequent input

• Noise level – low access level

• Access level

• Resource availability – which members and how many members can access thegroup’s resources (conversations shared documents etc )


group s resources (conversations, shared documents, etc.)

• Use third party applications (such as social media monitoring tools)

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Measuring group impact – built in methods

Characteristics Google Groups Yahoo Groups Facebook Groups

LinkedIn Groups

Xing GroupsGroups Groups Groups

Show number of members

Yes Yes Yes Yes Yes

Show number of posts

Yes (and the top posters)

Yes No Yes Yes

“Health” (activity) measuring mechanism

5 star rating system (users)

Internal, owner can add other mechanisms (e.g. “like” buttons on pictures);

Like button on group page and individual comments

Internal Internal


Management Features to track activity

Polls No Yes Yes Yes Yes

Group statistics No No No dashboard Yes

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Measuring group impact – built in methods – example interface



Semantic Based Communication

• Increased SEO• Increased SEO

• Easier reach of information

• Same measuring units as above can be employed


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Dissemination Channels

Overview


2. Why do it?

3. How is it done?





7. Summary

213

Summary

• Dissemination = To sow and scatter principles, ideas, opinions for growth andpropagation, such as seed

• Purposes of dissemination: for awareness, understanding, and action.p , g,

• Classification: static, dynamic, sharing, collaboration, group communication, andsemantic-based.

1. Static – fixed content, user cannot reply; e.g. printed press, websites/homepages,newsletters…

2. Dynamic - mobile, variable piece of content, dependent on constraints; e.g. news feeds(RSS), microblogging (Twitter), Email / Email list, Social Network, Blog, CMS (Drupal)…

3. Sharing – disseminating documents and files usually through hosting systems; e.g.YouTube, Flikr…


YouTube, Flikr…

4. Collaboration – users, add, modify or delete content; e.g. Wikis…

5. Group Communication – threaded conversations, shared workspaces and establishedonline communities; e.g. Google Groups, Facebook Groups, Yahoo! Groups, LinkedInGroups, Xing Groups, Windows Live Groups….

6. Semantic-based – add machine-processable semantics; e.g. RDFa, microformats,microdata

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Summary

• Pitfalls of dissemination – dissemination should follow a set of rules to ensure thelimitation / elimination of spam and noise

• Measuring impact of dissemination

– Social media – impact analysis on actor level and item level

– Brand community

– Structured surveys


References and Additional Material

• Wikipedia Channel (communications). (2012, 05 04). Retrieved from Wikipedia:http://en.wikipedia.org/wiki/Communication_channel

• European Comission (2012, 05 08). Dissemination and exploitation. Retrieved from EuropeanC i i h // /d / d i l / l i i /di h i hComission: http://ec.europa.eu/dgs/education_culture/valorisation/diss-mechanisms_en.htm

• Harmsworth, S., Turpin, S., Rees, A., & Pell, G. (2000). Creating an Effective DisseminationStrategy An Expanded Interactive Workbook for Educational Development. TQEF National Co-ordination Team.

• http://www.researchutilization.org/matrix/resources/gcedu/

• Muniz, A.M. Jr. and T.C. O’Guinn. 2001. ‘Brand Community’, Journal of Consumer Research,27(4): 412–32.


• Wikipedia RDFa. (2012,05 16). Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Rdfa

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2. SOCIAL MEDIA MONITORING

217

Social Media Monitoring




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Overview

1. What is Social Media Monitoring?g

2. Why do we need the SMM?

3. Available media channels

4. Core Features of the SMM tools

5 SMM tools available in the market


5. SMM tools available in the market

6. Next Step: Response!

7. Summary

219

What is Social Media Monitoring?

Definition*

Social Media Monitoring is the continuous systematic observation andanalysis of social media networks and social communities It supports aanalysis of social media networks and social communities. It supports aquick overview and insight into topics and opinions on the social web.


*http://de.wikipedia.org/wiki/Social_Media#Monitoring

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• SMM tools facilitate the listening of what people say about various topics inthe social media sphere (blogs, twitter, facebook, etc.)

• Listening: is active, focused, concentrated attention for the purpose ofunderstanding the meanings expressed by a speaker.

• Hearing: is an accidental and automatic brain response to sound thatrequires no effort.


Are you listening?

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• Harness the wealth of information available online in the form of user-generated content

• These tools offer means for listening to the social media users, analyzingand measuring their activity in relation to a brand or enterprise

• Offer access to real customers’ opinions, complaints and questions, in realtime, in a highly scalable way


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The Social Media Monitoring (SMM) tools are NOT

Social Media Dashboard tools. Their goal is NOT to

administrate your social media accounts. But, their

goal is to ENABLE YOU TO LISTEN to what is

being said about certain topics on the web.



Overview









7. Summary

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Why do we need the SMM?

• “The direct, unfiltered, brutally honest nature of much online discussion isgold dust to big companies that want to spot trends, or find out whatcustomers really think of them.”

Th E i t M h 2006– The Economist, March 2006

• “As control of a brand’s marketing messages—and, indeed, its veryimage—migrates from traditional media to social media, companies need tobecome increasingly adept at paying attention to how they're beingperceived in the online world.”

Th Ab d G F b 2008


– The Aberdeen Group, February 2008

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• Provide valuable insight from the side of enterprises regarding whichstrategy they should employ

• Determine the most effective and ineffective offered features of an enterprise


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• The speed at which one can investigate a topic ofinterest, which greatly exceeds that of a traditional surveyapproach.

• Social Media Monitoring is more precise, faster and moreeconomical than traditional expert panel analysis.


• Information is conveyed to someone who can absorb,process and formulate a response – it’s really hearing vs.listening.

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• Reputation management

• Event detection issue and crisis managementEvent detection, issue and crisis management

• Competitor analysis

• Trend and market research plus campaign monitoring

• Influencer detection and customer relationship management


Influencer detection and customer relationship management

• Product and innovation management

• Manage Word of mouth

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Overview









7. Summary

229

Channels to analyze

1. Social networks, e.g.:

• Facebook (Q1 2012):• Facebook (Q1 2012):

– 526 million daily active users

– 3.2 billion Likes and Comments per day

– 500K comments per minute


– 700K status updates per minute

– 80K wall posts per minute

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Channels to analyze

1. Social networks, e.g.:

• Twitter:Twitter:

– 200 million Tweets per day (2011)

– 200K Tweets per minute

• LinkedIn: 147 million users


• Google+: 170 million users

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Channels to analyze

2. Sharing networks, e.g.:

• YouTube:YouTube:

– 4 billion videos are viewed a day

– 100 million people take a social action on YouTube every week (likes, shares, comments, etc)

• Flickr: >6.500 new photos per minute


• Pinterest: – 13 million users

– American users spend an average of 97.8 minutes

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Channels to analyze

3. Email lists

• 2172 million Email users• 2172 million Email users

• 3375 million Active email accounts

• 2.8 million emails per second


• 90 trillion emails per year

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Channels to analyze

4. Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, Facebook Groups, etc.)

• Forums: 2K posts per minute

• Yahoo! Groups:

– 9 million groups


– 113 million users

– 933 thousand unique visitors daily

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Channels to analyze

5. News feeds

• Total Feeds*: 694,311

• Atom Feeds*: 86,496

• RSS feeds*: 438,102 (63% of the total)


, ( )

*source: http://www.syndic8.com

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Channels to analyze

6. Blogs:

• >95 million blogs available online95 million blogs available online

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23 3 Billion posts


– 23.3 Billion posts

– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

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Channels to analyze

7. Traditional mediums:

• TV:• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

Print medi ms (ne spapers maga ines)


• Print mediums (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

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Channels to analyze

8. Online News:

• News websites: >25 000• News websites: >25.000

• Online radio stations: >2700 Online radio stations in Germany


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Available media channels

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

The Conversation

SOCIAL NETWORKS

WIKIS

VIDEO SHARING


PHOTO SHARING

BLOGS MAINSTREAM MEDIA

SOCIAL MEDIA NEWSAGGREGATORS

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Available media channels

How many people would you need to manage the chaos of social media activity and extract valuable insights for your brand?



Overview









7. Summary

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Core Features of the SMM tools

A Social Media Monitoring tool should support the following core features:

• Listening grid

• Data analysis

• Sentiment analysis


• Historical data

• Dashboard

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Listening grid

SMMs should be able to gather data from many sources and in different forms(e.g. posts, pictures, videos) and establish a listening grid to capture such data.

• The listening grid focuses on three main aspects:

1. The channels that are monitored (e.g. blogs and micro-blogs, social networks, video and image websites, etc.);

2. Which countries and languages the tools provide support for; and

3. The topics relevant to the enterprise. Additionally, the listening grid should send alerts to inform clients (e.g. when post volume increases over a defined threshold or sentiment be-


( g pcomes very negative).

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Data analysis

• Having established a listening grid that captures data and posts around thetopics the user is interested in, the next step is to analyze the data andproduce actionable reports and insights for the user of the tool.

• The analysis is of particular importance as it encompasses the methodsused to both filter the gathered data of unwanted information (e.g. spam,duplicates) and to process it in a way that is meaningful for the enterprise.The analysis should provide:

– Brand monitoring and reputation management

– Consumer segmentation, customer insight and market research

– Identify specific conversations to join


– Gather information about competitors

– Support product and service development

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Sentiment analysis

• The effort of finding valuable information in user-generated data is called opinionmining. Sentiments are determined using elements of computational linguistics, textanalytics, and machine learning elements, such as latent semantic analysis, supportvector machines, Natural Language Processing., g g g

• Main purpose is measuring the attitude, opinion, emotional state, or intendedemotional communication of a speaker or writer.

• A sentiment score can be extremely useful in evaluating a large data set of socialbrand mentions, as well as allow enterprises to filter content based on positive ornegative comments, thus isolating the themes or issues that have determined thedeveloped sentiment.


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Sentiment analysis

• The major method of extracting sentiment from user generated content is NaturalLanguage Processing (NLP). Sometimes called text analytics, data mining orcomputational linguistics, NLP refers to the computerized process of automaticallyanalyzing the meaning of human language.y g g g g

• Pros: The automatic techniques are tireless, fast, consistent (they do not makerandom errors), and can be improved over time. They offer comparable results tohumans in real world scenarios.

• Cons: Automated sentiment technology cannot reach the quality of a humanannotator.


Historical data

• The user has access only to captured data abouttopics that he has requested to monitor. Thus, heshould proactively monitor topics in order torecognize problems and new opportunities.g p pp

• Access to previously captured data is required inorder to compare the current metrics and reportsrelated to the monitored topic with any previousstate of it. It is necessary to understand theimprovement of a strategy in the long-run andthrough the years.


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Historical data

• Exploit the historical data of your monitoringprocess in order to figure out the strong points ofyour company throughout the years and the pointsthat hinder the further development.p

• Measure the impact of your various onlinemarketing campaigns, compare them and modifythem in a productive way.

• Discover actionable insights based on the overallimage of the enterprise and act in the appropriate


image of the enterprise and act in the appropriateway.

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Dashboard

• A user interface that organizes and presents information in a manner that is easy toread and use.

• Quickly captures the big picture of your monitored topics or your brand.

• Offers users graphical representation of the raw data in the form of charts, listings,and historical graphing of queries and phrases.

• Should be customizable to the needs of the client andprovide a wide range of visualization tools.

• Present information about demographics, trend topics aroundthe monitored subject and insights in an actionable way.


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Overview









7. Summary

251

SMM tools available in the market

Commercial Tools

• Alterian SM2

• Brandwatch

• Converseon

• Cymfony Maestro

• evolve24 Mirror

• Media Metrics socialMeme

• Meltwater Buzz


• NM Incite My BuzzMetrics

• Radian6

• Sysomos

• Visible Technologies Intelligence

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Alterian SM2

• Storyboard reportImplements the Dashboard concept. A lot of effort is taken to encapsulate SM2 datainto consumable, easy-to-understand results. This new Storyboard report gives usersan infographics-like report that is easily exportable.

• AlertingUsers can set threshold-based alerts whenever overall volume or sentiment changes


by specific numbers or percentages as compared to a previous time period. Whenan alert is initiated, the user will be emailed of the notification with the pertinentinformation and a quick link into SM2 with the relevant report details.

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Alterian SM2

• Historical dataExtensive Social Media Warehouse with historical data containing over 20 billionsocial media mentions, blogs, tweets, posts, images and conversations. This dataincludes in-depth information for each search result, including 36 types of dataranging from the date of publication to the physical location of the content creator.

• Sentiment Analysis


Provides word parsing, weighting, proximity and Natural Language Processing toenable the most accurate and customizable sentiment analysis.

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Brandwatch

• Gathering Data

They have built a large distributed Crawler a program which similarly to howThey have built a large, distributed Crawler – a program which, similarly to howGoogle searches the Web, goes and visit websites from all around the world.But, visits the web in near-real time!

• Cleaning DataFrom adverts and navigation text, spam, dates (you can accurately filter yourbrand’s mentions by date range, and do not see mentions dating from one year ago!),duplicates, loose query definition: most of the time, a brand’s name is too genericto provide relevant results (think Orange or Next). To address this their querydefinition engine supports advanced query definition syntax including some special


definition engine supports advanced query definition syntax, including some specialfields which allow for far more accurate query setups.

• Analysing Data (Sentiment analysis, query matching)

• Presenting Data (Dashboard, API)

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Brandwatch

• Crawler • Spam filter • Query • Mention • User


database

• Multiple crawlers

• Distributed scalable architecture

• Change detection

• Title extraction

• Content extraction

• Meta-data extraction

matching

• Sentiment analysis

• Topic extraction

storage

• Text storage

• Text index

• Distributed scalable architecture

Interface

• API

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MediaMetrics socialMeme

• MonitoringMonitoringMonitoring of over 100 million online sources in 48 languages as well as TV andradio from a single source. TV and Radio content is transformed automatically intowritten content which is searched through and analyzed.

• AnalysisArticles are analyzed to identify mutual influences and quantify effects of opinionleaders. Influential authors, sources and stakeholders are identified. Means tomeasure the impact of the campaigns.


• DashboardThe tool is web-based and provides an overview of the themes landscape via a userinterface. You can evaluate your communication in comparison to that of yourcompetitors.

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Radian6

• Radian6 Analysisad a 6 a ys sRegarding the listening, you can choose what channels to monitor, which countriesand languages you are interested in to listen to and the most important of all, whatwould you like to listen to and which are the hot topics for you.

• Radian6 InsightsHelps you to go beyond the discovery of posts to uncover true social actionableinsights in real-time.


• Summary DashboardMonitor the health of your brand on the social web in one convenient, pre-configuredapplication with the Radian6 Summary Dashboard. In one easy-to-read view, learnmore about the volume, overall sentiment, key demographics, influencers and morearound your brand, product or competition.

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Radian6

• Engagement ConsoleThe solution to scaling social media engagement across your organization. ThisThe solution to scaling social media engagement across your organization. Thisdesktop application helps your company listen, engage, and measure your outreachacross teams and departments.

• Mobile iPhone appInformation today moves faster than ever before, and since the social web doesn’tstop when you’re away from your desk, you need to remain aware of theconversations around your brand at all times.


• API and extensionsadditional flexibility to the social data pulled from Insights and the EngagementConsole through our API and integrations with external applications

• >3,000 clients – including over half of the Fortune 100 companies

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Social Media MonitoringMarket

The available Social MediaThe available Social MediaMonitoring tools that are availablein the market have been reviewedby various organizations andmarketing research laboratories.

The SMMs come in differentshapes and sizes in order tofulfill the requirements of potentialconsumers of their services.


Most of the tools cover the corefeatures that have been presentedin the previous slides.

Source: Forrester ResearchListening platforms Q3 ‘10

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Free Tools

• Addict-o-matic

P• Boardreader

• Google Alerts

• HyperAlerts

• Klout

• Netvibes

• Social Mention

• Trackur

Pros:

• Cost-efficient alternative

Cons:

• Limited reports

• Limited channel-coverage

• Limited functionality (e.g. workflow


• Twazzup

• WhosTalkin

• Yahoo Pipes

Limited functionality (e.g. workflow management, dashboard)

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Disadvantages of free tools

• Free tools are free of support service.

• There is no guarantee concerning the availability of the service.

• Functions are often limited to quantitative/statistical reports.

• Complex analysis (e.g. automated sentiment detection) may not be available forlanguages other than English.

• Many are point solutions considering few or only one platform (e.g. Twitter).

• Services that claim to search the entire web do not reveal which sources are

• really included.


• To get a comprehensive overview several free services must be

• combined.

• Results of free tools have to be saved and archived in user-defined structures andformats.

• Workflow-functionality is usually not available.

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Overview


2. What are the Social Media Monitoring tools?

3. Why do we need the SMM tools?


5 Core Features of the SMM tools





8. Summary263





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Next Step: Response!

Response! Engage!

• Customers need answers to their questions and you need to defend your brand onthe negative comments in the social web sphere.the negative comments in the social web sphere.

• By being authentic, transparent, and operating with integrity, you will successfullyengage your market and a build community of advocates who will spread yourmessage virally in your market.

• The engagement concept refers to the ability of the tool to support reaction with thesocial media posts. Many tools today offer the integrated possibility to reply to postsand follow up to any mention, complaint or question that is needed or has someopportunities.



Example scenario

• Consider the case of a hardware company that sells laptops.

• A customer has an issue with his laptop and expresses his frustration via the socialmedia.

• The hardware company is able to listen to the complaint of this customer in real timeas they are using a Social Media Monitoring tool to capture discussions in the socialnetworks that are related to their brand.

• The issue of the customer is forwarded to the helpdesk of the company and theycontact the customer via the same medium in order to communicate their reply and

t hi bl


answer to his problem.

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Example scenario 2

• Consider the case of a hotel.

• A customer faces a problem with the hygiene of his room and tweets about it.

• The Social Media monitoring tool of the hotel captures that tweet.

• The social media monitoring administrator would be able to easily check the mosturgent issues and assign them to the responsible person with the right deadline aswell as, suggest which channel to use for the response.



Prerequisite: Workflow management

Workflow refers to the process of assigning, tracking and responding to social mediastreams usually in a team environment in order to prevent double responses and missedstreams, usually in a team environment in order to prevent double responses and missedopportunities. It is crucial for an enterprise tool to promote team productivity throughcollaboration.

Main goals:

• Coordinate and track who at our firm is engaged, who said what to whom, whomanages what relationships, etc.

• Consider how to get the right information to the right team on an ongoing basis – asvolume increases ad hoc methods won’t scale.


• Classify and tag posts, adjust sentiment, and route them for follow up andengagement.

• Internal exploitation of the external feedback in a productive way. The feedback isrouted to the right department regarding the content.

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Benefits of response and engagement

• Customer satisfaction: “Satisfaction is simply the foundation, and the minimumrequirement for a continuing relationship with customers ”requirement, for a continuing relationship with customers.

• Word of mouth advertising / advocacy

• Awareness - effectiveness of communication

• Filtering: consumer rates and categorize the market

• Complaint-behavior: highly engaged customers are less likely to complain to othercurrent or potential customers

• Marketing intelligence: highly engaged


• Marketing intelligence: highly engagedcustomers can give valuablerecommendations for improving the quality ofthe products offered

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Limited engagement availability in the tools

Alterian SM2

Brandwatch

Converseon

Cymfony Maestro

evolve24 Mirror

Meltwater Buzz

MediaMetrics socialMeme


NM Incite My BuzzMetrics

Radian6

Sysomos

Visible Technologies Intelligence

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Overview


2. What are the Social Media Monitoring tools?

3. Why do we need the SMM tools?


5 Core Features of the SMM tools





8. Summary271

Summary

Summary

M it

• Establish a listening grid that will gather everything said and discussed around your brand and the topics that you are interested in

Monitor • Important parameter is the near‐real time gathering of data from the social media

Analyze

• Data mining and opinion mining at the gathered data

• Sentiment analysis with using NLP in order to classify into categories the gathered conversations

l

• Visualize the insights generated from the analysis with the dashboard tools

• Communicate internally the insights to the appropriate department


Results • Communicate internally the insights to the appropriate department

Engage!

• Respond to the conversations and give the customers what they want

• Take care of the customers and make them feel important

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3. COMMUNICATION

273

Communication

Communication




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Communication

Overview

1. What is communication?

2. Integration of Publication and Monitoring

3. Trace

4. Multi-Channel Switch


5. Multi-Agent

6. Summary

275

What is communication?

• Communication (from the Latin commūnicātiōn- = “share”) refers to the process ofimparting or interchange of thoughts, opinions, or information by speech, writing, orsigns.*

• Communication may mean**:– The act of transmitting– A giving or exchanging of information, signals, or messages as by talk, gestures, or writing– The information, signals, or message– Close, sympathetic relationship– A means of communicating; specif., a system for sending and receiving messages, as by

telephone, telegraph, radio, etc.– A system as of routes for moving troops and material– A passage or way for getting from one place to another.– The art of expressing ideas, esp. in speech and writing.


p g p p g– The science of transmitting information, esp. in symbols.

*http://dictionary.reference.com/** http://answers.yourdictionary.com/language/what-is-communication.htm

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• Communication is a social interaction where at least twointeracting agents share a common set of signs and acommon set of semiotic rules.

• Types of communication:– Spoken or Verbal communication: face-to-face, telephone,

radio or television.– Non-verbal communication: body language, gestures, voice

tone.– Written communication: letters, e-mails, books, magazines,

information written over the Internet.– Visualization communication: such as graphs, charts, maps, or

logos.


Image Source: http://www.rgbstock.com

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Directional Streams• Vertical communication:

– Descendant: Communication that begins in the top management for an enterprise and flowsin the way of the hierarchy base of the organization.in the way of the hierarchy base of the organization.

– Ascendant vertical communication (opposing type).

• Lateral or horizontal communication:– Consists of intergroup communication

– Usually not dependent on standards and rules established by the formal organization


* http://www.knoow.net/en/sceconent/management/communication.htImage Source: http://www.rgbstock.com

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Need for effective communication

• Issue instructions and enable the business to operate (see vertical communication)

• Enable people at the same level to communicate with each other (see horizontalcommunication)

• Communicate with stakeholders and employees.

• Provide essential information.

• Keep stakeholders informed.



Models of communication:

• Conceptual models used to explain the human communication process

• The first major model for communication was created by Shannon and Weaver(1949) to represent the functioning of radio and telephone technologies.

• Initial model was composed of three primary parts:– Sender - the part of the telephone a person spoke into;

– Channel – the telephone itself;

– Receiver – part of the phone where one could hear the other person.


• “noise” component appeared as the authors recognized the presence of static thatinterferes with one listening to a telephone conversation.

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Communication process elements*:

• Transmitter or communication’s message source: initiates the communicationprocess and sends the message

• Message transmission channel: enables the transmission of the message.Connects the transmitter and the receiver.

• Message receptor: entity that receives and decodes the message.

• Noises: obstructions in the communication process. Noise is internal (occurs duringthe encoding or decoding phases) or external (occurs on the transmission channel)

F db k th th t i lt f th i d C


• Feedback: the answer the receptor gives as a result of the received message. Canbe transmitted by the same channel or a different one.

* http://www.knoow.net/en/sceconent/management/communication.htmImage: http://www.productphotographers.net/wp-content/uploads/images/process.j

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Si l R i d MInformation Source

Transmitter DestinationReceiver

Noise Source

Message Signal

Signal

Received Message


Schematic diagram of a general communication system as proposed by Shannon and Weaver (1949).

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However:

• The model presented is a minimalist abstraction of the reality it attempts to reproduce.

• Most communication systems are more complex.

• Most information sources (and destinations) act as both sources and destinations.

• Transmitters, receivers, channels, signals, and messages are layered both serially andin parallel:

Th lti l i l t itt d d i d h th d i t


– There are multiple signals transmitted and received , even when they are converged into a common signal stream and a common channel.

283


Moreover,

• The Shannon model is not a model of communication

• It is a model of the flow of information through a medium.

• It is incomplete and biased

• It is applicable to the system it maps (telephone or telegraph), rather than most othermedia.

• It suggests a “push” model in which sources of information can inflict it ondestinations.


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In the real world of media:

• Destinations are self-selecting “consumers” ofinformation who have the ability to:information who have the ability to:

– select the messages they are most interested in– turn off messages that don’t interest them– focus on one message in preference to other in

message rich environments– they can choose to simply not pay attention

• Messages are frequently stored for elongatedperiods of time and/or modified in some waysbefore they are accessed by the “destination”.


• Communication is almost never unidirectional andit is often indirect.

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• Communication is bidirectional

• Agents interact and communicate in parallel, permanently alternating their role inthese acts of communication.

• Destinations provide feedback in the form of a message or a set of messages.

• The source of feedback is an information source.

• The consumer of feedback is a destination.


Individuals are simultaneously engaging in sending and receiving of messages (Barnlund, 2008).

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• We communicate to cooperate – regardless of the channel employed.

• Communication is

– Multi-channel

– Self-referential (the transmitter also communicates to himself), i.e. reflexive

– in a network (communication does not occur in a void, the actors communicating are notisolated).



• Computer mediated communication is compared to other forms of communicationmedia based on the following aspects:

– Synchronicity– Persistence or “recordability”– Anonymity – Transience– Multimodal language– Relative lack of governing codes of conduct (McQuail, 2005)

• A strong dependence on the environment can be observed.


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Our approach:

• We disseminate information

• Deal with the aggregation of feedback and impact by:– simply going through the dissemination chain in the opposite direction– integrating them under the appropriate knowledge item

We not onlyTALK

LISTENto

response



Online Communication

• It is not bound by physical, temporaland social limitations.

• Anonymity and privacy depends onthe context of the channel used.

• enables large number of audience totransmit and receive information.


Image Source:

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• Communication must support:– Design of an information item;– Dissemination of an information item over suitable channels;– Observation of communication acts

M l i d ti f th i f ti bli h d– Measure, analysis, and aggregation of the information published

• A holistic methodology for supporting communication must support the above subtasks that form a circle or spiral

• These activities form a circle that we call the life cycle model of communication


Image Source:

291


MeasureAnalyzeAggregate

A Lifecycle of Communication

Aggregate

DesignObserve

Disseminate


Efficient and effective communication not only creates and disseminates information, but also deals with measurement, analysis and aggregation of feedback and impact, collecting

responses in the various channels and integrating them under an appropriate knowledge item.

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Communication

Overview



3. Trace



5. Multi-Agent

6. Summary

293

Integration of Publication and Monitoring

To make Online Communicationefficient and effective, a tool needs to

• Integrate publication and monitoring

Communication•Active and reactive communication

• Integrate publication and monitoring(and support active and reactivecommunication)

• Trace the communication in an easyto use manner

• Address the issue of multiplechannels and multiple agents




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Integration of Publication and Monitoring

Address the Issue of Multiple

Trace the Communication

Support Active and Re-active

Address the Issue of Multiple p

ChannelsRe-active

Communication

pAgents


Active vs. re-active communication

Active communication

If an agent starts a communication – the agent takes the role of the message sender – wetalk about active communication.talk about active communication.


Social Media Multi-Channel


MonitoringChannel Publishing

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• The first step in the Communication Lifecycle will be to design an information item thatwill be disseminated over suitable channels in the next step.

• E.g. the hotelier is engaging with potential costumers by publishing a new offer on hisg g g g p y p gWeb site.



DesignObserve

Disseminate

297


Example of Active

Communication performed by a hotelier on Facebook


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Customer response to the hotel’s message



Re-active communication

Re-active communication describes communication situations initiated by an external agent– the agent takes the role of the receiver and will re-act on the received message.the agent takes the role of the receiver and will re act on the received message.


Social MediaMulti-Ch l



Channel Publishing

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• The Communication Lifecycle starts with the observation of all channels. In the next stepimpact, feedback and responses are measured, aggregated, and analyzed.

• E.g. the hotelier sees a post on his Facebook page and responds to it.g p p g p



DesignObserve

Disseminate

301


Transmitter: guest at hotel


Reactor: hotelier

Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html302

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Communication

Overview



3. Trace



5. Multi-Agent

6. Summary

303

Trace

Tracing a conversation through allchannels involved is crucial for makingcommunication effective and efficient,and is therefore required for


•Tracing the communicationand is therefore required for

• Communication has a history

• The communication history IS the trace

• Communication must be rememberedotherwise it is meaningless

g




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Trace

Trace can be viewed as a set of 5 elements:

• Speaker – transmitter, source of the message that initiates the communication process;

• Listener – receiver, the destination of the message, witch which a collaboration relationhas been established;

• Message – the information disseminated;

• Channel – the type of channel used to transmit the information (e.g. Facebook, email,Twitter, etc.)

• Time and Date – when was the message received;


Trace

• Thus, trace can be viewed as

WHOSpeaker and

WHO

WHAT

HOW

Listener

Message

Channel


HOW

WHEN

Channel

Time and Date

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Trace

No reaction

Reaction

Reaction Reaction No reaction

Reaction Reaction Reaction No reaction …

HotelWebsite


No reaction

Reaction No reaction

307

Trace

Example:

• A hotel disseminates offers using the hotel website.

• Five potential clients view the offers• Five potential clients view the offers.

• 2 clients (marked as green) do not react.

• The red client sends an email– The hotel replies with a phone call.– The client is satisfied. The communication stagnates.

• The purple client posts on Facebook a message– The hotel replies– The communication stagnates.


• For the yellow client– Responds with a tweet, the hotelier replies with a private tweet;– The client posts on Tumblr, the hotelier responds;– …– A chat discussion is initiated via Skype– The customer is satisfied. Conversation stagnates.

• Note – the communication with either client can be initiated again at any time.

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Trace

• Communication with a client can continue until the client decides to stop it (such as,unsubscribes)

• The message may or may not be intended for the hotelier (e.g. a client can expressg y y ( g phis opinion on the hotel on TripAdvisor, and the hotel can reply there)

• Thus a trace is a set T = {S, L, M, T, C}– S – the collection of speakers, S ≠ Ø– L – the collection of listeners, L ≠ Ø– M – the message collection , M ≠ Ø– T – the time and date, T ≠ Ø– C – the possible channels, C ≠ Ø


Speaker

Listener

Message Set

Time SetChanel Set

309

Trace

• For yellow it will be:1: {Hotel, Client, Message1, Time1, Hotel Website}2: {Client, Hotel, Message2, Time2, Twitter}3: {Hotel, Client, Message3, Time3, Twitter}…N: {Client, Hotel, MessageN, TimeN, Skype}

• Thus:– S = {Hotel}; – L = {Client};– M = {Message1, Message2, Message3, …, MessageN};– T = {Time1, Time2, Time3, …, TimeN};– C = {Hotel Website, Twitter, Tumblr, …, Skype};


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Communication

Overview



3. Trace



5. Multi-Agent

6. Summary

311

Multi-Channel Switch

(Online) Communication is scatteredover multiple, often very differentchannels. Communication

•Active and reactive communication•Tracing the communication

• Agents are challenged to disseminateinformation over all appropriatechannels.

• Activities of all channels the agent isactive in must be monitored.

• Impact, Feedback and Responsesneed to be collected from all channels

•Tracing the communication•Multi-channel switch




need to be collected from all channels.

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Multi-channel Switch



WHY

• Transmitting a message over a channel does not guarantee that the reply will bereceived on the same channelreceived on the same channel.

• For example, a hotelier might post an offer on Facebook, and receive a response fromTwitter.

• Transmitters must be able to switch cannels properly and identify the channel wherethe response will appear.

• Due to the abundance of channels, most of the times there are more than one agentstransmitting and receiving messages – a workflow must be set up to ensure that all


g g g pagents are aware of what is discussed and who is speaking.

• To do so, the trace mentioned in the previous section must be used.

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Abundance of Available Channels



• On multiple channels

Disseminate

p

• For a response on the channels selected

Listen

• The impact of the dissemination (and the customer

Monitor and measure


• The impact of the dissemination (and the customer response)

• Respond to customers

React

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3. Trace



5. Multi-Agent

6. Summary

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Multi-Agent

• Communication requires at least 2agents: a speaker and a listener

• However communication does not


•Tracing the communication• However, communication does notoccur in a void – thus the initialmodel may never occur in real life asthere may always be more than onelistener or more than one agent.

• More agents may be required whenthe communication receivesresponses from multiple listeners.

g•Multi-channel switch

•Multi-agent




Multi-Agent

• Moreover, due to the lack of time constraints ononline conversations (they may begin at any time,and be picked up again at irregular intervals), itmay be impossible for a single agent to be on cally p g gfor every response.

• Thus, a client may begin a conversation with oneagent, and receive a response for a different one.

• The trace – explained in the 3rd section, plays animportant role of preparing agents and ensuringthat the proper response is given.


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Multi-Agent

1-to-1

• The model represented by the two agents can be coded as 1-to-1, one listener and onespeaker

• The two agents may communicate over a wide variety of channels• Examples of 1-to-1 communication include phone conversations, char and instant

messaging, email (when the email is sent specifically to one receiver and the senderknows it will be read only by that person), etc.

• The transmitter will always be active, while the respondent is reactive.

A B

Transmit message

T it


Transmit response

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Multi-Agent

1-to-n

• When broadcasting information, usually there is one agent who disseminates informationto n possible respondents.to n possible respondents.

• This model can be mapped out as 1-to-n: 1 speaker to n listeners.

• Examples of such communication include news releases (a press conference forinstance, involves 1 speaker and many listeners), a blog post, a Facebook post, Tweet,etc.

Listener1


Speaker

ListenerN

…

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Multi-Agent

n-to-1

• There are situations where there are more speakers and only one listener.• The n-to-1 model is not often encountered in real life.• The speakers would have to transmit messages in a turn-based manner.• One example is ascendant communication – employees reporting to employer.• In some situations, the communication is not turn-based – such as the case of a protest

(more speakers trying to address a single listener)

Speaker1 SpeakerN

…


Listener

Speaker1 SpeakerN

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m-to-n

• In real life, there usually are more speakers and more listeners.• An enterprise will use n agents to disseminate information and listen to customer

reactions and responses.• Communication is not isolated, thus there will often be more than one listener.


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Multi-Agent

Agent1 Posts offer on FacebookHotel Facebook

Client Responds on

Agent2 Responds on email

Clients


g p

Client’s wife reads the email

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3. Trace



5. Multi-Agent

6. Summary

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Summary


•Tracing the communicationg•Multi-channel switch

•Multi-agent




Summary

• Communication (from the Latin commūnicātiōn- = “share”) refers to the process ofimparting or interchange of thoughts, opinions, or information by speech, writing, or signs.

• Types of communication: (1) Spoken or Verbal communication; Non-verbalyp ( ) p ;communication; Written communication; and Visualization communication.

• Directional streams: vertical communication (descendant and ascendant) and lateral orhorizontal communication.


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Summary

• Shannon and Weaver (1949) communication model consists of: sender, channel,receiver, information source, and destination.

• The model is incomplete: communication is bidirectional, agents interact andp , gcommunicate in parallel, permanently alternating their role in these acts ofcommunication.

• Communication between two actors has three steps:(1) send message; (2) hear ownmessage; and (3) receive non-verbal response.

• Communication is– Multi-channel– Self-referential (the transmitter also communicates to himself)– Reflexive


– Reflexive– Embedded in a network (communication does not occur in a void, the actors communicating

are not isolated).

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Summary

• Computer mediated communication is compared to other forms of communicationmedia based on the following aspects: Synchronicity; Persistence or “recordability”;Anonymity ; Transience; Multimodal language; and Relative lack of governing codesof conduct (McQuail, 2005)( , )

• Communication must support:– Design of an information item;– Dissemination of an information item over suitable channels;– Observation of communication acts– Measure, analysis, and aggregation of the information published



gg g

DesignObserve

Disseminate

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Summary

• To make Online Communication efficient and effective, a tool needs to– Integrate publication and monitoring (and support active and reactive communication)– Trace the communication in an easy to use manner– Address the issue of multiple channels and multiple agents

If t t t i ti th t t k th l f th d– If an agent starts a communication – the agent takes the role of the message sender – wetalk about active communication.

– Re-active communication describes communication situations initiated by an external agent –the agent takes the role of the receiver and will re-act on the received message.

• The communication history IS the trace and Communication must be remembered


Summary

• The trace is composed by passing through the communication channel for a n number of times (where n ≥ 1, and n is a finite number)

• Thus a trace is a set T = {S, L, M, T, C}– S – the collection of speakers, S ≠ Ø

– L – the collection of listeners, L ≠ Ø

– M – the message collection, M ≠ Ø

– T – the time and date, T ≠ Ø

– C – the possible channels, C ≠ Ø


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Summary

• Transmitters must be able to switch cannels properly and identify the channel wherethe response will appear.

• Due to the abundance of channels, most of the times there are more than one agents, gtransmitting and receiving messages – a workflow must be set up to ensure that allagents are aware of what is discussed and who is speaking.

• Communication requires at least 2 agents: a speaker and a listener

• However, communication does not occur in a void – thus the initial model may neveroccur in real life as there may always be more than one listener or more than oneagent.

Th d l 1 t 1 1 t t 1 d t


• The models are: 1-to-1, 1-to-n, n-to-1, and m-to-n.

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References

• Barnlund, D. C. (2008). A transactional model of communication. In. C. D. Mortensen (Eds.),Communication theory (2nd ed., pp47-57). New Brunswick, New Jersey: Transaction.

• Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. Urbana,Illinois: University of Illinois Press

• S. Mulpuru, H. H. Harteveldt, and D. Roberge: Five Retail eCommerce Trends To Watch In 2011,Forrester Research Report, January 31, 2011

• McQuail, Denis. (2005). Mcquail's Mass Communication Theory. 5th ed. London: SAGEPublications.

• Warschauer, M. (2001). Online communication. In R. Carter & D. Nunan (Eds.), The Cambridgeguide to teaching English to speakers of other languages (pp 207 212) Cambridge: Cambridge


guide to teaching English to speakers of other languages (pp. 207-212). Cambridge: CambridgeUniversity Press.

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4. ENGAGEMENT

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Engagement:•Value‐chain generation

Engagement

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Engagement

Overview

1 Workflow management1. Workflow management

2. Crowdsourcing

3. Communication patterns

4. Value-chain generation


5. Engagement

6. Summary

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What is Workflow management?

• A workflow consists of a sequence of concatenated (connected) steps*.

• Workflow management refers to the process of assigning, tracking and responding tog p g g, g p gsocial media streams, usually in a team environment in order to prevent doubleresponses and missed opportunities. It is crucial for an enterprise tool to promote teamproductivity through collaboration.


*http://en.wikipedia.org/wiki/Workflow

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Why do we need Workflow management?

• Distribute customer feedback internally based on the content of theincoming/monitored discussions.

• Increase the quality of the services and products by communicating the feedback toh ibl l f th t i (i Q lit t)he responsible employees of the enterprise (i.e. Quality management).

• Coordinate and track who at the enterprise is assigned an issue, who said what towhom, who manages what relationships, etc.

• Effectively escalate very important issues to a higher support level.


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• Consider how to get the right information to the right team on an ongoing basis – asvolume increases ad hoc methods won’t scale.

• Classify and tag posts, adjust sentiment, and route them for follow up andtengagement.

• Ensure all users have reviewed/closed all posts they are assigned.

• Measure which issues closed faster and more efficiently in order to reuse theused strategies in the future.



• Exploit the monitoring phase of an enterprise’s strategy in the most efficient way byassigning the appropriate people to take care of the various issues that are comingthrough the social media monitoring diode.

• Establish a collaborative environment around the reputation management of a brandand leverage the effort of each employee to a step towards the enterprise’s publicvisibility and awareness.


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• Quality management

The workflow management process supports the quality management activities as:

– it is used to circulate to the appropriate persons of the enterprise the different issues that thecustomers realize and modify whatever is needed to improve the quality of the deliveredproducts and services,

– it provides insights about what the customer decides that quality is, and

– it facilitates the overall administration of the delivered quality.


Engagement

Overview

1.Workflow management

2.Crowdsourcing

3.Communication patterns

4.Value-chain generation

5.Engagement


6.Summary

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What is Crowdsourcing?

• Crowdsourcing represents the act of a company or institution taking a function onceperformed by employees and outsourcing it to an undefined (and generally large)network of people in the form of an open call. This can take the form of peer-production(when the job is performed collaboratively), but is also often undertaken by sole( j p y), yindividuals. The crucial prerequisite is the use of the open call format and the widenetwork of potential laborers. (Howe, 2006)


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What is Crowdsourcing?

• Crowdsourcing is the act of taking a job traditionally performed by a designated agent(usually an employee) and outsourcing it to an undefined, generally large group ofpeople in the form of an open call.

• The application of Open Source principles to fields outside of software.

Howe (2008, 2009)


Advantages of Crowdsourcing

• Get the work done in a cheap way: Similar to outsourcing, crowdsourcing is used tocut costs. Provides a better value for money.

• Scalability: Crowdsourcing is able to scale tasks and distribute workload in a humanbased way and hopefully without any cost (e.g. reCaptcha)

• Numerous ideas from numerous people: A large pool of participants leads to moreideas, which increases the possibility to come along an especially smart one.

• Fast: It will take less time to find the right person to do the job. In fact it could bel t i di t l


almost immediately.

• Awareness: Connects businesses to their audiences and consumers.

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Disadvantages of Crowdsourcing

• Quality assurance: There is little guarantee that the delivered product will be of sufficientquality and efficacy.

• Misuse may introduce more problems that it tries to solve: An enterprise should be surethat crowdsources tasks without and confidentiality issues. The fact that you post yourtask on the web for everybody to see is enough to blow any confidentiality away (e.g.R&D).

• Business model integration: Getting a few jobs done via Crowdsourcing seems to bebeneficial. However, trying to integrate Crowdsourcing in the existing Business model ofa company looks quite tough.


Examples of Crowdsourcing

Application Objective Founder Reward ↑

OpenStreetMap Geographic contentUniversity CollegeLondon, 2004

None

ReCaptcha Digitize archivesCarnegie MellonUniversity, 2008

None

Mechanical Turk(MTurk)

Content analysis andartificial intelligence

Amazon, 2005 Micro-payments (< 1$)

clickworker Data analysisHumangrid GmbH, 2005

approx. €10/H


InnoCentiveProblem solving andinnovation projects

Eli Lilly, 2001 $1000 – $1000000

http://en.wikipedia.org/wiki/List_of_crowdsourcing_projects

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OpenStreetMap

• OpenStreetMap (OSM) is an initiative to create and provide free geographic data, suchas street maps to anyoneas street maps, to anyone

• OpenStreetMap collects and pool geographic data in order to establish a world mapunder the Creative Commons license. Contributions are voluntary, with no financialreward.

• There are no restrictions on who can use the data. Individuals, clubs, societies,charities, academe, government, commercial companies.



ReCaptcha

• ReCAPTCHA improves the process of digitizing books by sending words that cannotReCAPTCHA improves the process of digitizing books by sending words that cannotbe read by computers to the Web in the form of CAPTCHAs* for humans to decipher.More specifically, each word that cannot be read correctly by Optical CharacterRecognition (OCR) is placed on an image and used as a CAPTCHA.

• Each new word that cannot be read correctly by OCR is given to a user in conjunctionwith another word for which the answer is already known. The user is then asked toread both words. If they solve the one for which the answer is known, the systemassumes their answer is correct for the new one. The system then gives the new


image to a number of other people to determine, with higher confidence, whether theoriginal answer was correct.

* A CAPTCHA is a type of challenge-response test used incomputing as an attempt to ensure that the response isgenerated by a person

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Amazon Mechanical Turk

• Amazon’s Mechanical Turk is a market in which anyone can post tasks to becompleted and specify prices paid for completing themcompleted and specify prices paid for completing them.

• The inspiration of the system was to have users complete simple tasks that wouldotherwise be extremely difficult (if not impossible) for computers to perform.

• A number of businesses use Mechanical Turk to source thousands of micro-tasks thatrequire human intelligence, for example to identify objects in images, find relevantinformation, or to do natural language processing.


information, or to do natural language processing.

• Mechanical Turk has more than 500,000 people in its workforce. Their median wage isabout $1.40 an hour.*

*http://www.economist.com/node/21555876

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Crowdsourcing

Jeff Bezos, the chief executive of Amazon.com, has created A M h i l T k

Amazon Mechanical Turk

Amazon Mechanical Turk, an online service involving human

workers


The Turk, also known as the Mechanical Turk or Automaton Chess Player*

*http://en.wikipedia.org/wiki/The_Turk

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Clickworker

• Clickworker uses a standard web browser to complete tasks on a piece rate basis.Most of these tasks are part of a larger more complex project Task coordination andMost of these tasks are part of a larger, more complex, project. Task coordination andoversight is conducted utilizing the technology of clickworker.com, which provides theInternet-based workflow system.

• Project examples include the processing of unstructured data, such as text,photographs, and videos.

• Clickworker can create, categorize, append, capture, and translate.

• The platform has more than 210K clickworkers, which are the independent contractors


The platform has more than 210K clickworkers, which are the independent contractorson the platform.

• Using special quality assurance procedures such as statistical process testing, auditsand peer review and constantly evaluating all output, they ensure top level results.

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InnoCentive

• Leading commercial, government, and nonprofit organizations such as Eli Lilly, LifeTechnologies, NASA, nature.com, Popular Science, Procter & Gamble, Roche,Technologies, NASA, nature.com, Popular Science, Procter & Gamble, Roche,Rockefeller Foundation, and The Economist partner with InnoCentive to solveproblems and innovate faster and more cost effectively than ever before.

• Total Registered Solvers: More than 250,000 from nearly 200 countries

• Total Solver Reach: 12+ million through our strategic partners

• Total Solution Submissions: 27,000+


• Total Awards Given: 1,000+

• Total Award Dollars Posted: $34+ million

• Range of awards: $5,000 to $1 million based on the complexity of the problem

Statistics: http://www.crowdsourcing.org/site/innocentive/wwwinnocentivecom/1478

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• InnoCentive does not address potential users but experts

• It aims to solve complex tasks and problems that need expertise and innovativeapproaches.pp

• The InnoCentive platform connects individual innovators (solvers) with applicants(seekers) that are generally companies.


Engagement

Overview


2. Crowdsourcing




5. Engagement

6. Summary

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Semantics

Communication patterns


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In software engineering, a design pattern is a general reusable solution to acommonly occurring problem within a given context in software design. Adesign pattern is not a finished design that can be transformed directly intocode It is a description or template for how to solve a problem that can be usedcode. It is a description or template for how to solve a problem that can be usedin many different situations. So patterns are formalized best practices that youmust implement yourself in your application.

Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns.


Software Design Patterns

CommunicationPatterns

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• The communication patterns could be a way to facilitate the response phase of anenterprise.

• A rich set of communication paradigms that address different types of issues bydescribing workflows of interaction with customers or potential customers.

• It should be a dynamic set of patterns in the sense that it is being extended andaltered continuously according to the needs of the customers and the nature of theissues that are arising.



• There should be an hierarchy among the patterns in order to use the mostappropriate one and a mechanism to escalate an issue.

• The enterprise should be able to realize the effectiveness of each pattern towardsspecific types of issues and respectively drop the pattern or give it a better position inthe hierarchy.

• The communication patterns could be analyzed on a 5-dimensional system as theone that is presented in the following slide.


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The Who dimension

• For any feedback item that is available, someone in theenterprise should be responsible to interact with thecustomer or the user that gave that feedback ordisseminated something related to the brand, products andg , pservices of the enterprise.

• It is crucial for the enterprise to respond via the appropriate employee to the user. Toachieve this the enterprise should have a decent mechanism that could figure out in asemi automatic way they needs of the user by relying on the content of user’s


semi-automatic way they needs of the user by relying on the content of user sfeedback.

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The What dimension

• The What dimension mostly refers to the process of content adaptation. Contentadaptation is the action of transforming content to adapt to the needs of the user.Thus, the responsible person (who is specified from the Who dimension) should beable to adapt the existing content, which is available and related to the user’s issue.p g ,

• Furthermore, there are cases that the response should be different than a reply to theuser. Various actions should be taken in order to support and help the user.


The What dimension

Example scenario “Hotel”

• A customer faces a problem with the hygiene ofhis room and tweets about that.

• The listening procedures of the hotel capture thattweet and the administrator assigns the issue tothe responsible person, who is dealing with thecustomer services.


• The responsible employee contacts the customer at his room and asks him if iseverything as it should be and in case there is any problem, they could fix itimmediately. An alternative could be to contact the customer and propose him aninspection and a second cleaning session within the next minutes/hours to fix theissue that was publicly disseminated.

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The Where dimension

• The response of the enterprise to the content of the user, which was spread in theweb sphere should be done not only via the appropriate person that could adapt thecontent in the right way, but it should be realized through the correct medium.

• That could be the medium that was used by the user or any other way, which isconsidered to be more appropriate.

• Moreover, there is the possibility to switch between the available mediums (socialnetworks, phone, email, etc.)


The When dimension

• This parameter reflects the appropriate response time of the enterprise in the bi-directional communication with the user.

Th t i h ld b d h i d t d d t th• The enterprise should be ready enough in order to respond and support the userswithin the most efficient time span, which depends on the type of the input.

• An hierarchy model is needed in order to sort the open issues according to theimportance of the discussion for the enterprise. This depends on:

– Popularity of the user in the action field of the enterprise

– The importance of the issue


– Existing data regarding the issue and the user

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The Why dimension

• The enterprise should have a set of criteria that could help them decide if a post inthe web sphere should be taken in consideration and should be replied or not.

• There are some types of posts that the enterprise does not gain any added value byresponding. Some of the criteria could be:

– Is that person an influencer and active in the area of the enterprise?

– Does the post need a reply? (e.g. if it is an online discussion between 2 people, it would beannoying to pop-up in the discussion with the official account of the enterprise.)

– Is there any decent answer to the problem or by jumping into the discussion it would beuncomfortable for the enterprise?


Engagement

Overview


2. Crowdsourcing




5. Engagement

6. Summary

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Semantics

Value-Chain generation


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“A value chain is a chain of activities for a firm operating in a specific industry.The business unit is the appropriate level for construction of a value chain, notthe divisional level or corporate level. Products pass through all activities ofthe chain in order and at each activity the product gains some value Thethe chain in order, and at each activity the product gains some value. Thechain of activities gives the products more added value than the sum of theindependent activities' values.”

Wikipedia


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• The value chain generation lays on top of the other layers (i.e. workflowmanagement, crowdsourcing and communication patterns) and reflects the aim of theenterprise to monetize their activities through these layers.

• The ultimate target for keeping the customers happy and engaged to the brand is toincrease the revenue. Thus, it is important to have a layer on top of thecommunication that transforms long-term relationships into economic transactionsand new opportunities for the enterprise.

F l f h t li thi l ld b th b k bilit f hi i


• For example, for a hotelier this layer could be the book-ability of his services.

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Engagement

Overview


2. Crowdsourcing




5. Engagement

6. Summary

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Engagement


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Engagement

• Though the previous sections (1,2,3), it has been extensively discussed the way theonline communication has changed and how do people create and disseminatecontent.

• Web 2.0 has radically changed our communication possibilities.

• Discussion forums or blogs are spaces where people can communicate and socializein ways that cannot be replicated by any other offline interactive medium.

• The rise of user generated content can take advocacy to another level.


• Considerable bargaining power has been shifted from the supplier to the consumer.

• Fragmentation and specialization of media and audiences, and the proliferation ofcommunity – and user generated content, business are increasingly losing the powerto dictate the communications agenda.

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Engagement

• Engagement is very much a personal thing, and that means personal to theenterprise, too.

• Making sense of online engagement needs to include discussions around employeeengagement policies and guidelines, the establishing of process around engagementthat make it scalable throughout the enterprise, and, most importantly, and theframing up of what engagement actually means in the context of the enterprise’sbusiness.

Th t i h ld t t h i l t i th i t hi h i


• The enterprise should treat each single customer in the appropriate way, which isspecified implicitly by the customer.

379

Engagement

Engagement process =Infinite loop between the listening and responding steps,

interweaving publishing and listening

Listen Analyze Understand Respond


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Engagement

• The Listen and Analyze steps are covered by the tools that was presented thoroughlyin the 2nd section, “Social Media Monitoring”.

• The rest of the steps are addressed by the layers: “Workflow management”,“Crowdsourcing”, “Communication patterns” and “Value-chain generation”.

– Workflow management: Gives the ability to the enterprise to trace and distribute thefeedback internally to the responsible persons.

– Crowdsourcing: Enables the enterprise to complete tasks that need the human intelligenceand do not scale easily.

– Communication patterns: Provides a reusable set of communication templates that can bed d i th h


used during the response phase.

– Value-chain generation: Reflects the aim of the engagement, which is the increase of theeconomic transactions (e.g. in the tourism sector, the bookings)

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Engagement

A possible stack of Engagement stages* could be the following

Stage Description

N C N i d D f l h i i f dNew Content Not reviewed Default when an on topic post is found

Reviewed, Determining Best Response Qualified post, assigned to appropriate employee for possible response

Recommend Follow up To be managed by assignee

Commented, Awaiting Reply To be managed by assignee

Commented Closed To be managed by assignee


Referred To be managed by assignee

Resolved, no further action required To be managed by assignee

Reviewed, Closed, no response needed To be managed by assignee

*Radian6 – Engagement playbook

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Engagement

Benefits of Engagement

• Lower switching costs, the geographical widening of the market and the vast choiceof content, services and products online have weakened customer loyalty.of content, services and products online have weakened customer loyalty.Engagement addresses this problem.

• Customer satisfaction: Satisfaction is simply the foundation, and the minimumrequirement, for a continuing relationship with customers.

• Word of mouth advertising / advocacy

• Awareness - effectiveness of communication


• Filtering: Consumer rates and categorize the market

• Marketing intelligence: Highly engaged customers can give valuablerecommendations for improving the quality of the products offered

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Engagement

Overview


2. Crowdsourcing




5. Engagement

6. Summary

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Summary

In the new era of Engagement between enterprises and customers:

• The enterprise should incorporate social channels into the customer communications.

• The strategies to be considered should be multichannel (combining social andtraditional) and appropriate to the channels that the customers want to communicatein.

• It is clear that the CRM and the Social CRM solutions should be integrated with thecommunication (i.e. listening and response) platform of the enterprise in order to putthe customer at the focal point.


Summary

In the new era of Engagement between enterprises and customers:

• The effective communication with the customers establishes• The effective communication with the customers establisheslong-term relationships with them and turns customers intoadvocates.

• The power of the “word-of-mouth” has become importantas much as it used to be in the small town ecosystemsof the past.


• Enterprises invest their resources in the communicationwith the customers in order to make them feel importantand engage them to the products and services they offer.

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5. SEMANTIC ENGAGEMENT

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Semantic Engagement


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Outline

1. Overview

2. Semantic Analysis (= Natural Language Processing)

3. Semantics as a channel (= Semantic vocabularies)

4. Semantic Content Modelling (=Ontologies)


5. Semantic Match Making (= Automatic distribution)

6. Summary

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Semantic Analysis

What a computer understands from Tweets:


bla bla bla...bla...

bla bla...

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Semantic Analysis

What is Semantic Analysis?

• Discovering what we did not know

– Deriving new information from data

• Extract Relationships between known entities previously unknown

– The ‘extracting ore from rock’ paradigm


g p g

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Semantic Analysis

• Somewhere in the Web the text fragment “Dieter is married to Anna” occurs

Example:

(extracted statement)

• Named Entity Recognition tells us that Dieter is a (German) male given name, andAnna is a female given name (enriched with background knowledge)

• We can infer that Dieter and Anna are persons andDi t i l


– Dieter is male– Anna is female

(derive new facts)

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Semantic as a channel

Not to be interpreted by humans, but machines can make something out of it:




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• Publishing Linked Data (data represented in accordance to the Semantic Web paradigms) can take various forms:

– serialized graph (e.g. a RDF-XML file)serialized graph (e.g. a RDF XML file)

– hidden in markup of the text

– access through open graph databases (triple stores)

• Publishing Linked Data also involves publishing the used format:

Th i h t f diff t f t


– There is a huge amount of different formats

– Formats are often used in combination with another

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Semantic Content Modelling

Separate format and potential channel.


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• A Ontology is a

“formal– formal,

– explicit specification

– of a shared conceptualisation”

• (... of a domain)[Gruber, 1993]


[ ]

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Branch specific concepts

WeaverCollect feedback

+ statistics

Distribute content


Web 3.0/Mobile/OtherWeb/Blog Social Web

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Semantic Match Making


MatcherCollect feedback

+ statistics

Distribute content



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• The number of digital publishing channels has heavily increased in the past decade

• Content production has risen tremendously in the past century

• Everybody has to put a lot of content into a lot of channels


• Manual efforts begin to be futile

• Automatic review and adjustment of content and dissemination to channels

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Outline

1. Overview






6. Summary

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Semantic Text-Analysis

History• Traditional (Rationalist) Natural Language Processing:

Main insight: Using rule-based representations of knowledge and grammar (hand-coded) for language study

Text


KnowledgeBase

NLP System

Analysis

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History• Empirical Natural Language Processing

Main insight: Using distributional environment of a word as a tool for language study

Text


NLP System

Analysis

Corpus

Learning System

KnowledgeBase


History

• Two approaches not incompatible. Several systems use both.

• Many empirical systems make use of manually created domain knowledge.

• Many empirical systems use representations of rationalist methods replacing hand-coded rules with rules acquired from data.


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• Make use of knowledge of language (exploiting syntax and structure, different extents)

The essence of semantic text analysis

• Use some fundamental text analysis operations

• Deal with language understanding challenges

• Use of a core subset of theoretical models and algorithms


Information Extraction

• Topic detection

Seven typical tasks:

• Named entity recognition

• Sentiment detection

• Opinion mining

• Semantic Ranking


• Social annotation

• Text summarization

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Topic Detection

• A topic is a seminal event or activity, along with all directly related eventsand activities.

• A meta-definition of topic is required; independent of topic specifics.

• Sources for topics: Open Directory Project (dmoz), Wikipedia,...


Topic Detection

Topics:US elections, campaign, michelle obama, donations


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Named Entitiy Recognition (NER)

• NER involves identification of proper names in texts, and classification into a set ofpredefined categories of interest.

• Three universally accepted categories: person, location and organisation

• Often also: measures (percent, money, weight etc), email addresses, recognition ofdate/time expressions etc.


• Domain-specific entities: names of hotels, medical conditions, names of ships,bibliographic references etc.

Named Entitiy Recognition (NER)


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Sentiment Detection

• A sentiment is a thought, view, or attitude, especially one based mainly on emotionrather than reason

• Must consider features such as:

– Subtlety of sentiment expression e.g. irony

– Domain/context dependence

– Effect of syntax on semantics


Sentiment Detection


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Opinion Mining

• Extraction of opinions and their meaning from text.

• Very difficult and not yet solved task.

• Example:

1. This is a great hotel.

2 A great amount of money was spent for promoting this hotel


2. A great amount of money was spent for promoting this hotel.

3. One might think this is a great hotel.

Opinion Mining

OpinionBarack Obama:„We don‘t have enough money, yet“


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Semanitc Ranking

• Posts, Tweets, articles etc. include a meaning.

• Semantic ranking is defined as ranking according to meaning.

• This helps to filter out important content in accordance to user defined constraints.


Semanitc Ranking


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Social Annotation

• Developed for web users to organize and share their favorite web pages online bysocial annotations

• Emergent useful information that has been explored for folksonomy, visualization,semantic web, etc

• : delicious, bibsonomy, last.fm, ...


Social Annotation

Barack Obama

AmericaCampaign


Campaign

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Text Summarization

• Take larger selections of text and reduce them to their essentials

• Summarizing is finding the main idea of a text.

• Summarizing is also finding the supporting details of the main idea.


• In other words, summarizing is retelling only the important parts of the story in otherwords.

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Text Summarization

Obama 2012 raised $43.6 million in April 2012


April 2012.

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Outline

1. Overview






6. Summary

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Example: The Use of Semantic Channels

• Google‘s rich snippets:


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• SPARQL query [1]:

Example: The Use of Semantic Channels

SELECT ?tourismname ?tourism ?tourismgeoFROM <http://linkedgeodata.org>WHERE {

?tourism a lgdo:Tourism .?tourism geo:geometry ?tourismgeo .?tourism rdfs:label ?tourismname .

Filter(bif:st_intersects (?tourismgeo, bif:st_point (11.404102,47.269212), 1)) .}


[1] Prefixes are omitted for reasons of simplicity

Published Data Sets


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Evolution of the Web: Web of Data

Web of Data

Hypertext

Hypermedia

Web

Semantic Web

?Picture from [4]

SemanticAnnotations


Hypertext

Picture from [3]

“As We May Think”, 1945

Motivation: From a Web of Documents to a Web of Data

• Web of Documents • Fundamental elements:1. Names (URIs)

2. Documents (Resources) d ib d b HTML XML tdescribed by HTML, XML, etc.

3. Interactions via HTTP

4. (Hyper)Links between documents or anchors in these documents

• Shortcomings:– Untyped links

– Web search engines fail on l i

Hyperlinks


complex queries

“Documents”

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• Web of Documents • Web of Data


Hyperlinks

Typed Links


“Documents”“Things”

• Characteristics:

– Links between arbitrary things( l ti t

• Web of Data


(e.g., persons, locations, events,buildings)

– Structure of data on Web pages ismade explicit

– Things described on Web pagesare named and get URIs

– Links between things are madeexplicit and are typed

Typed Links


“Things”

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Vision of the Web of Data

• The Web today– Consists of data silos which can be

accessed via specialized search eginesin an isoltated fashion.

• The Web of Data is envisioned asa global database

– consisting of objects and theirdescriptions

– One site (data silo) has movies, theother reviews, again another actors.

– Many common things are representedin multiple data sets

– Linking identifiers link these data sets

descriptions

– in which objects are linked with eachother

– with a high degree of object structure

– with explicit semantics for links andcontent

– which is designed for humans andmachines


Content on this slide by Chris Bizer, Tom Heath and Tim Berners-Lee

The three dimensions

Formate.g. RDFa

I l t ti


Implementatione.g. OWLIM

Vocabularye.g. foaf

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The three dimensions

• A (Semantic Web) vocabulary can be considered as a special form of (usually light-weight) ontology, or sometimes also merely as a collection of URIs with an (usuallyinformally) described meaning*. URI = uniform resource identifier

Semantic vocabularies include: FOAF, Dublin Core, Good Relations, etc.

• Format is an explicit set of requirements to be satisfied by a material, product, orservice. The most known examples are RDF and OWL.


• Implementation realization of an application, plan, idea, model, or design. OWLIM - a family of semantic repositories, or RDF database management system

* http://semanticweb.org/wiki/Ontology

• RDF

OWL

Languages

• RDFa

RDFS

http://www.w3.org/RDF/ http://www.w3.org/TR/xhtml-rdfa-primer/

• OWL

• SPARQL

• Microdata

• RDFS

• OWL2

• RIFhttp://www.w3.org/TR/2010/REC-rif-bld-20100622/

http://www.w3.org/TR/owl-ref/

http://www.w3.org/TR/rdf-sparql-query/

http://www.w3.org/TR/2011/WD-microdata-20110525/

http://www.w3.org/TR/rdf-schema/

http://www.w3.org/TR/owl2-overview/


• Microformatshttp://microformats.org/

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RDF Basics

• RDF is a language that enable to describe making statements on resources– John is father of Bill

• Statement (or triple) as a logical formula P(x, y), where the binary predicate P relatesthe object x to the object ythe object x to the object y

• Triple data model: <subject, predicate, object>

– Subject: Resource or blank node– Predicate: Property– Object: Resource (or collection of resources), literal or blank node

• Example:<ex:john ex:father-of ex:bill>


<ex:john, ex:father-of, ex:bill>

• RDF offers only binary predicates (properties)

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Resources

• A resource may be:– Web page (e.g. http://www.w3.org)

– A person (e.g. http://www.fensel.com)

– A book (e.g. urn:isbn:0-345-33971-1)

– Anything denoted with a URI!

• A URI is an identifier and not a location on the Web

• RDF allows making statements about resources:– http://www.w3.org has the format text/html

http://www fensel com has first name Dieter


– http://www.fensel.com has first name Dieter

– urn:isbn:0-345-33971-1 has author Tolkien

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URI, URN, URL

• A Uniform Resource Identifier (URI) is a string of characters used to identify a nameor a resource on the Internet

• A URI can be a URL or a URN

• A Uniform Resource Name (URN) defines an item's identity– the URN urn:isbn:0-395-36341-1 is a URI that specifies the identifier system, i.e.

International Standard Book Number (ISBN), as well as the unique reference within thatsystem and allows one to talk about a book, but doesn't suggest where and how to obtain an


actual copy of it

• A Uniform Resource Locator (URL) provides a method for finding it– the URL http://www.sti-innsbruck.at/ identifies a resource (STI's home page) and implies that

a representation of that resource (such as the home page's current HTML code, as encodedcharacters) is obtainable via HTTP from a network host named www.sti-innsbruck.at

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RDF-XML

• RDF-XML serialization of a university canteen (note the different vocabularies):

<rdf:Description rdf:about="http://lom.sti2.at/mensen/8"><rdf:type rdf:resource="http://purl.org/goodrelations/v1#Location"/><gr:name>Musik Penzing</gr:name><foaf:page rdf:resource="http://menu.mensen.at/index/index/locid/8"/><vcard:adr rdf:resource="http://lom.sti2.at/mensen/8/adr"/><vcard:tel rdf:resource="http://lom.sti2.at/mensen/8/tel"/><vcard:geo rdf:resource="http://lom.sti2.at/mensen/8/geo"/>

</rdf:Description>

<rdf:Description rdf:about="http://lom.sti2.at/mensen/8/adr"><rdf:type rdf:resource="http://www.w3.org/2006/vcard/ns#Work"/><vcard:street-address>Penzinger Straße 7</vcard:street-address><vcard:postal-code>1140</vcard:postal-code><vcard:locality> Wien</vcard:locality><vcard:country>Austria</vcard:country>

</rdf:Description>


<rdf:Description rdf:about="http://lom.sti2.at/mensen/8/tel"><rdf:type rdf:resource="http://www.w3.org/2006/vcard/ns#Work"/><rdf:value>+43 1 89 42 146</rdf:value>

</rdf:Description>

<rdf:Description rdf:about="http://lom.sti2.at/mensen/8/geo"><vcard:latitude rdf:datatype="http://www.w3.org/2001/XMLSchema#double">48.1897501</vcard:latitude><vcard:longitude rdf:datatype="http://www.w3.org/2001/XMLSchema#double">16.3134461</vcard:longitude>

</rdf:Description>

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RDFS Vocabulary

• RDFS Extends the RDF Vocabulary

• RDFS vocabulary is defined in the namespace:

RDFS Classes– rdfs:Resource

– rdfs:Class

– rdfs:Literal

RDFS Properties– rdfs:domain

– rdfs:range

– rdfs:subPropertyOf

http://www.w3.org/2000/01/rdf-schema#


– rdfs:Datatype

– rdfs:Container

– rdfs:ContainerMembershipProperty

– rdfs:subClassOf

– rdfs:member

– rdfs:seeAlso

– rdfs:isDefinedBy

– rdfs:comment

– rdfs:label

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RDFS Principles

• Resource– All resources are implicitly instances of rdfs:Resource

• Class– Describe sets of resources– Classes are resources themselves - e.g. Webpages, people, document types

• Class hierarchy can be defined through rdfs:subClassOf• Every class is a member of rdfs:Class

• Property


p y– Subset of RDFS Resources that are properties

• Domain: class associated with property: rdfs:domain• Range: type of the property values: rdfs:range• Property hierarchy defined through: rdfs:subPropertyOf

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RDFS Example

ex:Faculty-Staff


Staff

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OWL

• Web Ontology Language (OWL)

• Used to define complex semantic relations


• Defines formal semantics

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Design Goals for OWL

• Shareable– Ontologies should be publicly available and different data sources should be able

to commit to the same ontology for shared meaning. Also, ontologies should beable to extend other ontologies in order to provide additional definitionsable to extend other ontologies in order to provide additional definitions.

• Changing over time– An ontology may change during its lifetime. A data source should specify the

version of an ontology to which it commits.


• Interoperability– Different ontologies may model the same concepts in different ways. The

language should provide primitives for relating different representations, thusallowing data to be converted to different ontologies and enabling a "web ofontologies."

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• Inconsistency detection– Different ontologies or data sources may be contradictory. It should be possible

to detect these inconsistencies.

• Balancing expressivity and complexity– The language should be able to express a wide variety of knowledge, but should

also provide for efficient means to reason with it. Since these two requirementsare typically at odds, the goal of the web ontology language is to find a balancethat supports the ability to express the most important kinds of knowledge.


• Ease of use– The language should provide a low learning barrier and have clear concepts and

meaning. The concepts should be independent from syntax.

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• Compatible with existing standards– The language should be compatible with other commonly used Web and industry

standards. In particular, this includes XML and related standards (such as XMLSchema and RDF) and possibly other modeling standards such as UMLSchema and RDF), and possibly other modeling standards such as UML.

• Internationalization– The language should support the development of multilingual ontologies, and

potentially provide different views of ontologies that are appropriate for differentcultures.


Experience with OWL

• OWL playing key role in increasing number & range of applications– eScience, eCommerce, geography, engineering, defence, …– E.g., OWL tools used to identify and repair errors in a medical ontology: “would

have led to missed test results if not corrected”

• Experience of OWL in use has identified restrictions:– on expressivity – on scalability

• These restrictions are problematic in some applications

• Research has now shown how some restrictions can be overcome


• W3C OWL WG has updated OWL accordingly– Result is called OWL 2

• OWL 2 is now a Proposed Recommendation

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OWL 2 in a Nutshell

• Extends OWL with a small but useful set of features– That are needed in applications– For which semantics and reasoning techniques are well understood– That tool builders are willing and able to supportThat tool builders are willing and able to support

• Adds profiles– Language subsets with useful computational properties (EL, RL, QL)

• Is fully backwards compatible with OWL: – Every OWL ontology is a valid OWL 2 ontology– Every OWL 2 ontology not using new features is a valid OWL ontology

Al d t d b l OWL t l & i f t t


• Already supported by popular OWL tools & infrastructure:– Protégé, HermiT, Pellet, FaCT++, OWL API

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Increased expressive power

• Qualified cardinality restrictions– e.g., persons having two friends who are republicans

• Property chainsProperty chains– e.g., the brother of your parent is your uncle

• Local reflexivity restrictions– e.g., narcissists love themselves

• Reflexive, irreflexive, and asymmetric properties– e.g., nothing can be a proper part of itself (irreflexive)

• Disjoint properties


j p p– e.g., you can’t be both the parent of and child of the same person

• Keys– e.g., country + license plate constitute a unique identifier for vehicles

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Rule Interchanged Format (RIF)

• RIF is a set of dialects to enable rule exchange among different rule systems

Rule system 1

RIF dialect X

semanticspreservingmapping


Rule system 2

semanticspreservingmapping

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• Exchange of Rules – The primary goal of RIF is to facilitate the exchange of rules

Goals:

p y g g

• Consistency with W3C specifications – A W3C specification that builds on and develops the existing range of

specifications that have been developed by the W3C

– Existing W3C technologies should fit well with RIF


• scale Adoption– Rules interchange becomes more effective the wider is their adoption ("network

effect“)

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• Compliance model – Clear conformance criteria, defining what is or is not a conformant to RIF

Requirements


Clear conformance criteria, defining what is or is not a conformant to RIF

• Different semantics – RIF must cover rule languages having different semantics

• Limited number of dialects – RIF must have a standard core and a limited number of standard dialects based

upon that core


upon that core

• OWL data – RIF must cover OWL knowledge bases as data where compatible with RIF

semantics

[http://www.w3.org/TR/rif-ucr/]

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• RDF data RIF must cover RDF triples as data where compatible with RIF semantics

Requirements


– RIF must cover RDF triples as data where compatible with RIF semantics

• Dialect identification – The semantics of a RIF document must be uniquely determined by the content of

the document, without out-of-band data

• XML syntax – RIF must have an XML syntax as its primary normative syntax

• Merge rule sets


Merge rule sets – RIF must support the ability to merge rule sets

• Identify rule sets – RIF must support the identification of rule sets

[http://www.w3.org/TR/rif-ucr/]

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• RIF wants to cover: rules in logic dialects and rules used by production rule systems (e g active databases)

Basic Principle: a Modular Architecture


systems (e.g. active databases)

• Logic rules only add knowledge

• Production rules change the facts!


• Logic rules + Production Rules?– Define a logic-based core and a separate production-rule core

– If there is an intersection, define the common core

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SPARQL

• RESTful interface:

http://rdf.sti2.at:8080/openrdf-sesame/repositories/lom4?query%3Dselect%20*%20where%20%7B%3Fs%20%3Fp%20%3Fo%7D

• SPARQL protocol and RDF query language (recursive acronym)

PREFIX vcard:<http://www.w3.org/2006/vcard/ns#>PREFIX xsd:<http://www.w3.org/2001/XMLSchema#>PREFIX gr:<http://purl.org/goodrelations/v1#>PREFIX rdf:<http://www.w3.org/1999/02/22-rdf-syntax-ns#>PREFIX rdfs:<http://www.w3.org/2000/01/rdf-schema#>PREFIX foaf:<http://xmlns.com/foaf/0.1/>


select ?lat where {?s rdf:type gr:Location.?s vcard:geo ?loc.?loc vcard:latitude ?lat.FILTER(?lat > 48)}

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PREFIX uni: <http://example.org/uni/>

SELECT ?name

FROM <http://example.org/personal>

WHERE { ? i ? ? df t i l t }

SPARQL Queries

WHERE { ?s uni:name ?name. ?s rdf:type uni:lecturer }

• PREFIX– Prefix mechanism for abbreviating URIs

• SELECT– Identifies the variables to be returned in the query answer– SELECT DISTINCT– SELECT REDUCED

• FROM– Name of the graph to be queried– FROM NAMED


• WHERE– Query pattern as a list of triple patterns

• LIMIT• OFFSET• ORDER BY

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• PREFIX: based on namespaces

DISTINCT Th DISTINCT l ti difi li i t d li t l ti

SPARQL Query keywords

• DISTINCT: The DISTINCT solution modifier eliminates duplicate solutions.Specifically, each solution that binds the same variables to the same RDFterms as another solution is eliminated from the solution set.

• REDUCED: While the DISTINCT modifier ensures that duplicate solutionsare eliminated from the solution set, REDUCED simply permits them to beeliminated. The cardinality of any set of variable bindings in an REDUCEDsolution set is at least one and not more than the cardinality of the solution


solution set is at least one and not more than the cardinality of the solutionset with no DISTINCT or REDUCED modifier.

• LIMIT: The LIMIT clause puts an upper bound on the number of solutionsreturned. If the number of actual solutions is greater than the limit, then atmost the limit number of solutions will be returned.

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• OFFSET: OFFSET causes the solutions generated to start after thespecified number of solutions. An OFFSET of zero has no effect.

SPARQL Query keywords

• ORDER BY: The ORDER BY clause establishes the order of a solutionsequence.

• Following the ORDER BY clause is a sequence of order comparators,composed of an expression and an optional order modifier (either ASC() orDESC()). Each ordering comparator is either ascending (indicated by theASC() modifier or by no modifier) or descending (indicated by the DESC()


ASC() modifier or by no modifier) or descending (indicated by the DESC()modifier).

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• Search engines, web crawlers, and browsers can extract and processMicrodata from a web page and use it to provide a richer browsingexperience for users.

Microdata

• Microdata uses a supporting vocabulary to describe an item and name-value pairs to assign values to its properties

• Microdata helps technologies such as search engines and web crawlersbetter understand what information is contained in a web page providing


better understand what information is contained in a web page, providingbetter search results.

Two important vocabularies:

http://www.data-vocabulary.org/

http://schema.org/

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Microdata Global Attributes

• itemscope – Creates the Item and indicates that descendants of this element containi f ti b t it

Microdata

information about it.

• itemtype – A valid URL of a vocabulary that describes the item and its propertiescontext.

• itemid – Indicates a unique identifier of the item.

• itemprop – Indicates that its containing tag holds the value of the specified itemproperty. The properties name and value context are described by the itemsvocabulary Properties values usually consist of string values but can also use URLs


vocabulary. Properties values usually consist of string values, but can also use URLsusing the a element and its href attribute, the img element and its src attribute, orother elements that link to or embed external resources.

• itemref – Properties that are not descendants of the element with the itemscopeattribute can be associated with the item using this attribute. Provides a list ofelement itemids with additional properties elsewhere in the document.

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Microdata

<div> My name is Bob Smith but people call me Smithy Here is my home page:

Example: Microdata in use

<div itemscope itemtype="http://data-vocabulary.org/Person"> My name is <span itemprop "name">Bob Smith</span>

My name is Bob Smith but people call me Smithy. Here is my home page:<a href="http://www.example.com">www.example.com</a>I live in Albuquerque, NM and work as an engineer at ACME Corp.

</div>

Enriched with microdata:


My name is <span itemprop="name">Bob Smith</span> but people call me <span itemprop="nickname">Smithy</span>. Here is my home page:<a href="http://www.example.com" itemprop="url">www.example.com</a>I live in Albuquerque, NM and work as an <span itemprop="title">engineer</span>at <span itemprop="affiliation">ACME Corp</span>.

</div>

Source: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=176035

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Microformats

• An approach to add meaning to HTML elements and to make datastructures in HTML pages explicit.

What are Microformats?

p g p

• “Designed for humans first and machines second, microformats are a set ofsimple, open data formats built upon existing and widely adopted standards.Instead of throwing away what works today, microformats intend to solvesimpler problems first by adapting to current behaviours and usage patterns(e.g. XHTML, blogging).” [6]


Microformats

• Are highly correlated with semantic (X)HTML / “Real world semantics” / “Lowercase Semantic Web” [9].

What are Microformats?

• Real world semantics (or the Lowercase Semantic Web) is based on three notions:– Adding of simple semantics with microformats (small pieces)

– Adding semantics to the today’s Web instead of creating a new one (evolutionary not revolutionary)

– Design for humans first and machines second (user centric design)

• A way to combine human with machine-readable information.

• Provide means to embed structured data in HTML pages.

• Build upon existing standards.

• Solve a single specific problem (e g representation of geographical information


• Solve a single, specific problem (e.g. representation of geographical information, calendaring information, etc.).

• Provide an “API” for your website.

• Build on existing (X)HTML and reuse existing elements.

• Work in current browsers.

• Follow the DRY principle (“Don’t Repeat Yourself”).

• Compatible with the idea of the Web as a single information space.

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Microformats

Microformats Illustrated


Microformats

<div><img src="www.example.com/bobsmith.jpg" />

Example: Microformats in use

<div class="vcard“><img class="photo" src="www.example.com/bobsmith.jpg" />

<strong>Bob Smith</strong>Senior editor at ACME Reviews200 Main StDesertville, AZ 12345

</div>

Enriched with microformat:


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<strong class="fn">Bob Smith</strong><span class="title">Senior editor</span> at <span class="org">

ACME Reviews</span><span class="adr"><span class="street-address">200 Main St</span><span class="locality">Desertville</span>, <span class="region">AZ</span><span class="postal-code">12345</span>

</span></div>


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RDFa

• RDFa is a W3C recommendation.

• RDFa is a serialization syntax for embedding an RDF graph into XHTML.

• Goals: Bringing the Web of Documents and the Web of Data closer• Goals: Bringing the Web of Documents and the Web of Data closer together.

• Overcomes some of the drawbacks of microformats

• Both for human and machine consumption.

• Follows the DRY (“Don’t Repeat Yourself”) – principles.

• RDFa is domain-independent. In contrast to the domain-dedicated microformats, RDFa can be used for custom data and multiple schemas.


• Benefits inherited from RDF: Independence, modularity, evolvability, and reusability.

• Easy to transform RDFa into RDF data.

• Tools for RDFa publishing and consumption exist.

RDFa

Syntax: How to use RDFa in XHTML

• Relevant XHTML attributes: @rel, @rev, @content, @href, and @src (examples and explanations on the following slides)

• New RDFa-specific attributes: @about, @property, @resource, @datatype, and @typeof (examples and explanations on the following slides)


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• @rel: a whitespace separated list of CURIEs (Compact URIs) used for

RDFa

Syntax: How to use RDFa in XHTML

@rel: a whitespace separated list of CURIEs (Compact URIs), used forexpressing relationships between two resources ('predicates’);

• All content on this site is licensed under <a rel="license"href="http://creativecommons.org/licenses/by/3.0/"> a Creative CommonsLicense </a>.


RDFa

<div>

Example: RDFa in use

<div xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Person">My name is <span property="v:name">Bob Smith</span>

My name is Bob Smith but people call me Smithy. Here is my home page: <a href="http://www.example.com">www.example.com</a>.I live in Albuquerque, NM and work as an engineer at ACME Corp.</div>

Enriched with RDFa:


My name is <span property v:name >Bob Smith</span>, but people call me <span property="v:nickname">Smithy</span>.Here is my homepage: <a href="http://www.example.com" rel="v:url">www.example.com</a>.I live in Albuquerque, NM and work as an <span property="v:title">engineer</span>at <span property="v:affiliation">ACME Corp</span>.

</div>


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Microformats, RDFa, Microdata

• Microformats you like class attributes, don’t you?

• RDFa HTML is not your triplestore


• Microdata fixed vocabularies

467

• All three of them are intended for machines to interpret content, i.e. searchengines

Microformats, RDFa, Microdata

• Major search engines support Microformat in combination with theSchema.org vocabulary.

• If your choice is not supported by Google, Bing, and Yahoo your choice isuseless.


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Vocabularies:

• A (Semantic Web) vocabulary can be considered a special form of (usually light-

Semantic Channels: Vocabularies

weight) ontology, or sometimes also merely as a collection of URIs with an (usuallyinformally) described meaning.

• Recap “what ontologies are”: “An ontology is a formal specification of a shared conceptualization”


• Tom Gruber (http://www-ksl.stanford.edu/kst/what-is-an-ontology.html)

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Published Data Sets


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... and a lot more


• Vocabulary to describe content in social channels

SIOC

• Enables...

– semantic links between online communities

– to fully describe the content and structure of community sites


– the integration of online community information

– browsing of connected Semantic Web items

– to add a social aspect to the Semantic Web

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A SIOC document, unlike a traditional Web page, can be combined withother SIOC and RDF documents to create a unified database of information.


SIOC


• Vocabulary to link people and information using the Web.


Friend of a Friend (FOAF)

• Enables...

– to describe Agents, Documents, Groups, Organizations, Projects and theirrelationships.

– a distributed social network that can be crawled.


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• Friend of a Friend is a project that aims at providing simple ways to describe


Friend of a Friend (FOAF)

Friend of a Friend is a project that aims at providing simple ways to describepeople and relations among them

• FOAF adopts RDF and RDFS

• Full specification available on: http://xmlns.com/foaf/spec/

• Tools based on FOAF:


– FOAF search (http://foaf.qdos.com/)

– FOAF builder (http://foafbuilder.qdos.com/)

– FOAF-a-matic (http://www.ldodds.com/foaf/foaf-a-matic)

– FOAF.vix (http://foaf-visualizer.org/)

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FOAF Schema


[http://www.foaf-project.org/]

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<?xml version="1.0" encoding="utf-8"?>


FOAF RDF Example

g<rdf:RDF xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#"

xmlns:rdfs="http://www.w3.org/2000/01/rdf-schema#" xmlns:foaf="http://xmlns.com/foaf/0.1/"> <foaf:Person rdf:ID=“DieterFensel">

<foaf:name>Dieter Fensel</foaf:name> <foaf:title>Univ.-Prof. Dr.</foaf:title> <foaf:givenname>Dieter</foaf:givenname>

<foaf:family_name>Fensel</foaf:family_name> <foaf:mbox_sha1sum>773a221a09f1887a24853c9de06c3480e714278a</foaf:mbox_sha1sum> <f f h df "htt // f l "/>


<foaf:homepage rdf:resource="http://www.fensel.com "/><foaf:depictionrdf:resource="http://www.deri.at/fileadmin/images/photos/dieter_fensel.jpg"/> <foaf:phone rdf:resource="tel:+43-512-507-6488"/><foaf:workplaceHomepage rdf:resource="http://www.sti-innsbruck.at"/> <foaf:workInfoHomepage rdf:resource="http://www.sti-innsbruck.at/about/team/details/?uid=40"/> </foaf:Person>

</rdf:RDF>

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• A microdata vocabulary


Schema.org

A microdata vocabulary.

• Schema.org is a collection of schemas, i.e., html tags, that webmasters canuse to markup their pages in ways recognized by major search providers.

• Search engines including Bing, Google, Yahoo! and Yandex rely on thismarkup to improve the display of search results, making it easier for peopleto find the right web pages.


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• In-page structured data for search


Schema.org

• Do not ask “so, how do we describe hotels?”, but “how can we improvemarkup on existing pages that describe hotels?” (or Cars, Software, ...)

• Simplify publisher/webmaster experience

• Record agreements between search engines


• Central use case: augmented search results

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Hotel example:


Schema.org

<div itemscope itemtype="http://schema.org/Hotel"><span itemprop="name">Name of Hotel</span>

<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"><span itemprop="ratingValue">4</span> stars -based on <span itemprop="reviewCount">321</span> reviews

</div>

<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress">123 Fake Street</span><span itemprop="addressLocality">Seattle </span>


<span itemprop= addressLocality >Seattle </span>,<span itemprop="addressRegion">Washington </span><span itemprop="postalCode">98146 </span>

</div><span itemprop="telephone">(206) 123-4321</span><a href="http://mapsurl.com/23452345" itemprop="maps">URL of Map</a> Price Range: <span itemprop="priceRange">$$</span>

</div>

Overview: http://schema.org/Hotel

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• GoodRelations is a standardized vocabulary (also known as "schema"


GoodRelations

GoodRelations is a standardized vocabulary (also known as schema ,"data dictionary", or "ontology") for product, price, store, and company datathat can ...

1. be embedded into existing static and dynamic Web pages and that

2. can be processed by other computers. This increases the visibility of yourproducts and services in the latest generation of search engines, recommendersystems, and other novel applications.


Design Principles:


GoodRelations

“Keep simple things simple and make complex things possible”

• Cater for LOD and OWL DL worlds

• Academically sound

• Industry-strength engineering

LightweightWeb of Data

LODRDF + a little bit

HeavyweightWeb of Data

OWL DL


• Practically relevant

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http://purl.org/goodrelations

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Semantic-based Dissemination


Outline

1. Overview






6. Summary

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How to make on-line communication efficient

Typical knowledge-engineering approach to this problem:

• separate content from presentation [1]

• Reusable content models can be applied to different channels (channel models).


[1] http://en.wikipedia.org/wiki/Separation_of_presentation_and_content

Semantic as End User Enabler

• Solve these obstacles by mechanizing important aspects of these tasks,and therefore offer a scalable, cost-sensitive, and effective onlinedissemination solution.

• Introduce a layer on top of the various internet based communicationchannels that is domain specific and not channel specific.

Information modeldefines the type of information items in the domain

Channel model


describes the various channels, the interaction pattern, and their target groups

Weavermappings of information items to channels

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Information Model

Weaver


Channel Model

Collect feedback+

statisticsDistribute content

Weaver


Web 3.0/Mobile/OtherWeb/BlogSocial Web

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Information model for organizations/projects


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Information model for organizations/projects


Information model in action


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Information model for tourism


Using the information model for tourism

The hotel’s perspective:


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The customer’s perspective:

Using the information model for tourism


Channel model

The channel model describes the different channels, their interaction patterns and the target groups.

• Channels can be– online or offline

– for broadcasting or sharing

– for group communication or collaboration

– of static or dynamic information

f ff


• The number of different channels is growing constantly

• The target groups are very different from channel to channel

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Offline and Online Channels

• Walk-in customer

• Telephone

• Email

• Fax

• Hotel website

• Review sites

• Booking sites

• Social network sites

• Blogs

• Fora & destination sites


• Chat

• Video & photo sharing

495

Weaver

The weaver is responsible for mapping of information items to the appropriate channels.

• Separation of content and communication channels

• Reuse of the same content for various dissemination means


• Explicit alignment of information items and channels

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• Elements 1 to 3 are about the content They define the actual categories

Weaver

The details of the Weaver

Elements 1 to 3 are about the content. They define the actual categories,the agent responsible for them, and the process of interacting with thisagent.

• Elements 4 to 9 are about the dissemination of these items.


Weaver component

1. Information itemIt defines an information category that should be disseminated through


various channels.

2. EditorThe editor defines the agent that is responsible for providing the content of aninformation item.

3. Interaction protocolThis defines the interaction protocol governing how an editor collects thecontent.

4. Information typeAn instance of a concept a set of instances of a concept (i e an extensional


An instance of a concept, a set of instances of a concept (i.e., an extensionaldefinition of the concept), or a concept description (i.e., an intentionaldefinition of a concept).

5. Processing ruleThese rules govern how the content is processed to fit a channel. Often onlya subset of the overall information item fits a certain channel.

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Weaver

6. ChannelThe media that is used to disseminate the information.


7. Scheduling informationInformation on how often and in which intervals the dissemination will beperformed which includes temporal constrains over multi-channeldisseminations.

8. ExecutorIt determines which agent or process is performing the update of achannel. Such an agent can be a human or a software solution.

9. Executor interaction protocolIt governs the interaction protocol defining how an executer receives its


It governs the interaction protocol defining how an executer receives itscontent.

• The organization STI International has regular general assemblies

Weaver

Example: Weaver Storyline

The organization STI International has regular general assemblies

• A general assembly is described by the president

• The description refers to the general assembly as an event

• The description of a general assembly must refer to a future event


• The information is published on the content management system Drupal

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This process forms a part of the weaver component:

Weaver

Example: Weaver Storyline

• Item: sti2:general_assembly

• Editor: President

• Type: Concept Description

• Channel: homepage/event/past--‐event


• Schedule Constraint: date > current date

• Executor: Drupal

• Executor Interaction Protocol: none

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Outline

1. Overview






6. Summary

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+ statistics

Distribute content



503


In a nutshell:

• Form concept groups through abstraction

• Use artificial intelligence to match new objects to one of the groups


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• Scientific aspects:

– Channels and content are matched automatically

– Texts are shortened/enlarged to an amount which fits the Blogpost/Tweet


– Pictures/Videos/Slides are attached where needed

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A Semantic Publish/Subscribe System for Selective Dissemination of the RSS Documents

• System bases on the Semantic Web RDF and OWL standards and RDF

• Site Summaries (RSS) in order to introduce an efficient publish/subscribemechanism that includes an event matching algorithm based on graphmatching.

• Our approach, in contrast, matches information items rather than events tochannels rather than users


channels rather than users.

• Instead of graph matching, we use predefined weavers for channelselection

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A Semantic Publish/Subscribe System for Selective Dissemination of the RSS Documents


Source: J. Ma, G. Xu, J. L. Wang, and T. Huang: A semantic publish/subscribe system for selective dissemination of the RSS documents. In Proceedings of the Fifth International Conference on Grid and Cooperative Computing (GCC'06), pp. 432-439, 2006.

Semantic Email Addressing: Sending Email to People, Not Strings

• SEA: Semantic E-Mail Addressing

• Main idea: send emails to concepts that dynamically change over time

• People describe their interests via foaf.

• Senders send emails to interest groups.


g

508

Source: Michael Kassoff, Charles Petrie, Lee-Ming Zen and Michael Genesereth. Semantic Email Addressing: The Semantic Web Killer App? IEEE Internet Computing 13(1): 48-55 (2009)

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Semantic Email Addressing: Sending Email to People, Not Strings


Source: Michael Kassoff, Charles Petrie, Lee-Ming Zen and Michael Genesereth. Semantic Email Addressing: The Semantic Web Killer App? IEEE Internet Computing 13(1): 48-55 (2009)

Outline

1. Overview






6. Summary

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Summary

The four semantic pillars:

1. Semantic text analysis

2. Semantic channels

3. Semantic content modelling


4. Semantic match making

Semantic Text Analysis

• Enables computers to interpret natural language

• A lot of different tasks (Topic detection, Named entity recognition, Sentimentdetection, Opinion mining, etc.)

• Key task in analyzing content and automatically taking decisions about it.


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Semantic Channels

• Distinguish between

– languages (such as SPARQL, RDF, OWL, RDFa, Microformats, etc.)

– and vocabularies (such as GoodRelations, Schema.org, FOAF, SIOC, etc.)

• Dissemination in the right channels gains potential (see Google’s richsnippets)



• Content modelling has to be shaped to individual domains or even Weblayouts.

• Content modelling only has to be done once.

• Content is reusable.


• A weaver brings channels and content together

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• Channels and content are matched automatically

• Texts are shortened/enlarged to an amount which fits theBlogpost/Tweet

• Pictures/Videos/Slides are attached where needed




+ statistics

Web 3.0/Mobile/Other

Web/Blog

Distribute content

Social Web


6. SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI), PRONOUNCED SKY

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SCEI


SCEI

Overview

1. Motivation

2. Reference Architecture

3 Reference Implementation


3. Reference Implementation

4. Summary

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Motivation

• Online communication ismanyfold

O li i ti• Online communicationcan be complex


Motivation

Online channels are becoming more and more

• Dynamic• Dynamic

• Fragmented

• Technology prone

• Numerous


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Motivation

Combine all the different ways to make information available

the „traditional“ waye.g. web pages, email

the social wayvarious social platforms (facebook, twitter, etc.)


the semantic wayreadable for machines as well

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Motivation

• Encapsulate the complexity of online communication on a semantic layer.This semantic layer and the underlying engine will enable end-users toefficiently and effectively manage their online communication ecosystem.

• Semantics as enabler for online communication:

– Natural language processing

– Semantics as dissemination channel

– Domain specific ontologies for information dissemination


– Semantic matchmaking

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Motivation

Semantics as enabler for online communication:

• Natural language processing

• Semantics as dissemination channel

• Domain specific ontologies for information dissemination


• Semantic matchmaking

523

SCEI

Overview

1. Motivation





4. Summary

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Reference Architecture

• A reference architecture for scalable on-line communication, based onmachine processable semantics, that supports processes such as yield,brand, and reputation management.

• SCEI is entitled to support the following process:

1. Content creation

2. Selection of publication channels

3. Content adaptation

4. Publication

5 F db k ll ti


5. Feedback collection

6. Content detection

7. Impact analysis

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Objectives:

• Uniform online communication model for information dissemination

• Transparent multi-channel communication

• Monitoring the visibility and impact of dissemination

• Channel distribution optimization

• Automatic adaptation to heterogeneous communication channels

• Feedback analysis


• Tools for managing communication cycle - workflow and communication patternssupport

• Support for scalable yield, brand, and reputation management

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Domain and task specific interface


…

Content creator

Semantic RepositorySemantic

RepositoryContent Management System

Workflow Engine/ Communication patterns

interface interface

Workflowdesigner


Publication Engagement Impact AnalysisImpact

Analysis

SCEI SCEI

Target users

Media Monitoring

Media Monitoring

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Modules:

• Domain and task specific interface

• Workflow engine/Communication patterns

• Content Management System

• Publication

M di M it i


• Media Monitoring

• Engagement

• Impact analysis

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• Domain and Task specific interface

• Support for domain experts (e.g. hoteliers) to specify the content in a terminology thatis familiar to them.

– Information dissemination abstraction based on the concrete domain, independent of thechannel.

Concepts

SCEI

Holiday package

Theater ‐weekend

Seminar


Channels

SCEI

…

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Workflow engine

• Assign, track and respond to feedback from the users.

• Define steps/protocol to be activated when certain events related to the publishedinformation occur.

– e.g. a bad comment on a post in facebook is written.

• Integrated in the SCEI architecture, workflow designers can define this workflows.

D d t th f db k d i t d l


• Dependent on the feedback and impact modules.

• Abstraction on domain specific events needed.

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Content Management System:

• Provide the infrastructure to store and create content.

• Functionality can be provided by a standard CMS system.



Publication:

• Provide support for the information publication in the dissemination channelsProvide support for the information publication in the dissemination channels

– Selection/Recommendation of channel based on information type or content.

– Content adaptation based on channel characteristics.

– Technical adapters to the different underlying channels.


– Scheduling of publication based on user requirements.

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Engagement:

• Provide support for the activities necessary to carry out the engagement process

– Dissemination channel monitoring.

– Feedback collection from the different dissemination channels.


– Workflow activation based on impact measurements.

533


Impact Analysis:

• Provide appropriate statistical analysis on feedback

• Calculate impact indicators on the disseminated content


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SCEI

Overview

1. Motivation





4. Summary

535

Reference Implementation


…

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CMS: Drupal

• Version 7.xVersion 7.x

• Semantic technology already present– RDFa, microdata, SPARQL endpoint

• Flexible architecture


• Open source

537


CMS: Drupal

Plug-ins enable additional functionalityPlug ins enable additional functionality.

1. RDF export plug-in

– Connection to OWLIM

2 plug-in


2. plug-in

– Current focus: publication

– Work in progress: feedback, statistics, impact analysis, engagement

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Semantic Repository:

• OWLIM is a scalable semantic repository which allows– Management, integration, and analysis of heterogeneous data

– Combined with light-weight reasoning capabilities

• is used to:– The inference is based on logical rule-entailment.

F ll RDFS d li it d OWL Lit d H t t d


– Full RDFS and limited OWL Lite and Horst are supported.

– Custom semantics defined via rules and axiomatic triples.

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Dacodi:

• Tool for data and content distribution

• Developed as stand-alone web app

• Accessible through an API

• Currently supports 6 platformsFacebook, Twitter, TwitPic, LinkedIn, Flickr, YouTube


• Supported media types: Text, links, images, videos

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Abstraction on

• Common functionality of channels

• Common characteristics of information items

Architecture based on adapters

• One adapter per channel


• Multiple channels per platformFacebook: text, image, video, event

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Current prototype (alpha)

• Focus was on publication

• Development focus currently on feedback and statistics

• Also in development: semantic mapping of items* to channels(*concepts)


• Next steps: reaction to feedback Engagement

545


• One platform may has multiple channels

• e g facebook supports images videos text events etc• e.g. facebook supports images, videos, text, events, etc.


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• Creation and assignment of arbitrary workflows to content types.

• Workflows are made up of workflow states– Draft, Review, Published...

• Transitions can be created between states– Specific roles can be applied to the transitions for permissions


• Actions on the transitions are defined using the Trigger Module– Set of predefined actions (e.g. send email to, publish content…)– Actions can be extended.

547

SCEI

Overview

1. Motivation





4. Summary

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Summary

• SCEI defines a comprehensive architecture to facilitate online communicationecosystems with support for domain specific characteristics.

• Use of Semantic technologies to boost the capabilities of online communication.

• dacodi platform as reference implementation

– Incremental development

– Current focus on the Publication module


Current focus on the Publication module

– Future work:• Impact analysis• Engagement• Workflow engine

549


7. APPLICATION TYPES

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Application Types


Application Types

Yieldmanagement

Customer Relationshipmanagement

Brandmanagement

Advertisement Reputationmanagement

Sem

antics

management


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Application Types

Yieldmanagement


Brandmanagement


Sem

antics

management


Advertisement

Definition

• Advertising is a form of communication used to encourage or persuade anaudience to continue or take some new action.

• Most commonly, the desired result is to drive consumer behavior withrespect to a commercial offering, although political and ideologicaladvertising is also common.

– http://en.wikipedia.org/wiki/Advertising


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Advertisment

Example

• Conventional advertising media include wall paintings, billboards, streetfurniture components printed flyers and rack cards radio cinema andfurniture components, printed flyers and rack cards, radio, cinema andtelevision adverts, etc.

• New and additional advertisement channels are used, e.g. on the Web,social media, mobile advertisement

– Sharma, C., Herzog, J., Melfi, V. “Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market”, Wiley, 2008.


Application Types

Yieldmanagement


Brandmanagement


Sem

antics

management


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Customer Relationship management

Definition

• CRM is a widely implemented model for managing a company’s interactionswith customers clients and sales prospects It involves using technology towith customers, clients, and sales prospects. It involves using technology toorganize, automate, and synchronize business processes — principally salesactivities, but also those for marketing, customer service, and technicalsupport.

– Shaw, Robert, Computer Aided Marketing & Selling (1991) Butterworth Heinemann ISBN 978-0-7506-1707-9


Example

• Overall technically includes channel management such as managing

Cutomer Relationship management

• Overall, technically, includes channel management, such as managingphone, SMS, sending customers birthday cards, etc.

• Social CRM: The era of the "social customer“ refers to the use of socialmedia (Twitter, Facebook, LinkedIn, Yelp, customer reviews in Amazon, etc.)by customers in ways that allow other potential customers to glimpse realworld experience of current customers with the seller's products and services,thus make purchase decisions informed by other parties sometimes outside


thus make purchase decisions informed by other parties sometimes outsideof the control of the seller or seller's network.

– Greenberg, Paul (2009). CRM at the Speed of Light (4th ed.). McGraw Hill. p. 7.

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Use of Engagement Tools

• Many CRM vendors offer Web-based tools (cloud computing) and softwareas a service (SaaS) which are accessed via a secure Internet connection

Cutomer Relationship management

as a service (SaaS), which are accessed via a secure Internet connectionand displayed in a Web browser.

– These applications are sold as subscriptions (customers do not need to invest inpurchasing and maintaining IT hardware).

• Setting up a right strategy: timely and direct interaction with customers viathe proper way and extent (channel, timing, content) is needed

• Holistic customer relationship strategy that is highly customized, up to the


p gy g y , plevel of individual customers is needed

• Choosing the right software: currently the landscape is littered withinstances of low adoption rates

– In 2003, a Gartner report estimated that more than $1 billion had been spent onCRM software that was not being used

559

Application Types

Yieldmanagement


Brandmanagement


Sem

antics

management


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Yield management

Definition

• Yield or revenue management “is an economic discipline appropriate tomany service industries in which market segment pricing is combined withstatistical analysis to expand the market for the service and increase therevenue per unit of available capacity”

– http://en.wikipedia.org/wiki/Yield_management, and Revenue_management

• The goal of yield management is a short-term increase of income


– a valid target for a business entity

561

Yield management

Example

• Hotels are confronted with a multitude of online booking channels.

• Hotels should provide their available rooms and their rates to most if not allof them to prevent not meeting their potential customers.

• In many channels, visibility is achieved through low prices.– However, often channels also require constraints on the price offers in other

channels.

• Some channels generate costs without guarantying actual income.


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Yield management

Use of Engagement 3.0 Tools

• Many solutions to yield management are based on complex statisticalmethods and complex domain assumptions on how variation of the pricemethods and complex domain assumptions on how variation of the pricecan influence the amount of bookings of a service

• However, a multi-directional multi-channel approach also must rely onSwarm intelligence. Observing in real time the reaction of customers andcompetitors will be the key to achieving on-line marketing. Adopting youroffer and your price dynamically in response to the behavior of your (on-linevisible) environment will become a key for economic successhttp://en.wikipedia.org/wiki/Swarm_intelligence


• Yield management could be realized utilizing reputation and usage valuescollected from different channels

563

Application Types

Yieldmanagement


Brandmanagement


Sem

antics

management


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Brand management

Definition

• Brand – “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”

– American Marketing Association, http://en.wikipedia.org/wiki/Brand

• Brand management –“the art of creating and maintaining a brand”


Brand management

Example

• Brand “Tirol”: “Wer Tirol hört, denkt an Berge. Berge, indenen man im Sommer wandern und im Winter Skifahren kann. Und das wird auch in Zukunft so bleiben.Aber Tirol bietet mehr als nur Berge. ...” -www.tirolwerbung.at


• Brand “Red Bull”: most expensive Austrian brand, valuedat 9,984 billion dollars and world-wide ranked as no. 80(2012, BrandZ agency study)

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Brand management


• Modeling communication communication channels and target groups bears• Modeling communication, communication channels and target groups bearsinherently the advantage of uniformly accessing the provided data andthereby allowing beyond state of the art processing of the data

• Human computation could increase the process where automatedalgorithms lack of efficiency, for example the translation of communicatedcontent to other languages


• Potential of crowd sourcing, word-of-mouth

567

Application Types

Yieldmanagement


Brandmanagement


Sem

antics

management


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Reputation management

Definition

• Reputation “the beliefs or opinions that are generally held about• Reputation – the beliefs or opinions that are generally held aboutsomeone or something”

• Reputation management – monitoring and pro-actively influencing andthereby shape an entities reputation

• Online reputation management (or monitoring) is the practice of


Online reputation management (or monitoring) is the practice ofmonitoring the Internet reputation of a person, brand or business, with thegoal of suppressing negative mentions entirely, or pushing them lower onsearch engine results pages to decrease their visibility. – New York Times

569


Example

• Reputation of a company can be viewed as• Reputation of a company can be viewed asone of its most important assets such as itscapital

– this dimension interferes with revenuemanagement

• Maintenance and increase the appreciation

EU parlament


an organization or a topic or a certainapproach gains in the public on long-termare needed

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• Introducing a domain specific, channel independent model that explicitlyseparates content from channel then intelligently interweave the contentseparates content from channel, then intelligently interweave the contentwith the channels again & use that for campaigning.

• Estimating the reputation and impact on all of the channels (e.g. bystatistical analysis of online content)

– For example, more than 90% of all Internet users are already reading productreviews and more than 50% indicate that they base their purchasing decisionsmostly upon them.


• The abstraction layer allows multi channel communication in a holisticapproach.

• Providing means to increase the effectiveness and efficiency of publiccampaigns is needed.

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Conclusions

• There exist many application fields for engagement: – Advertising– Yield management – Customer Relationship managementCustomer Relationship management– Brand management– Reputation management

• There are numerous challenges in new technology (e.g. transition to manynew numerous channels) and part of them are technical, while part ismanagerial and creative => cooperation across interdisciplinary activityfields is required


• There is also a large potential for beneficial adoption of Engagement 3.0techniques and tools

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Conclusions



8. APPLICATION FIELD ETOURISM

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Application Field eTourism

Overview

1 F t d Fi T i i A t i d T l1. Facts and Figures on Tourism in Austria and Tyrol

2. Multi-channel communication (MCC)

3. MCC and yield management (YM)

4 MCC YM LOD and service integration on the fly as


4. MCC, YM, LOD, and service integration on-the-fly as-you-go

5. The value proposition in eTourism

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Facts and Figures on Tourism in Austria and Tyrol

• Number of accomodations in Austria (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/034896.html)

– Commercial 20.000

– Private 50.000

• Number of bedplaces winter/summer: 1 Mio. (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/034896.html)

• Intensity of tourism supply (beds per 1.000 inhabitants) (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/060644.html)


– Total winter 119 (447 in Tyrol)

– Total summer 124 (467 in Tyrol)

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• Total overnight stays 126 Mio (42,7 Mio in Tyrol) (http://www.statistik.at/web_en/statistics/tourism/accommodation/arrivals_overnight_stays/029044.html)


• Travel intensity per inhabitant (number of overnight stays divided by the resident population): Total 16 (63 in Tyrol)(http://www.statistik.at/web_en/statistics/tourism/accommodation/arrivals_overnight_stays/028972.html)

• Direct employment in tourism: Total 307.000(http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/erwerbstaetige/019852.html)


• Direct spendings of foreign and resident visitors: 30.586.000.000 €(http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/wertschoepfung/019849.html)

• Direct percentage of overall GDP through tourism: 7.4%(http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/wertschoepfung/019848.html)

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source: http://www.tnooz.com/wp-content/uploads/2012/07/four-pillars-FULLjpg.jpg

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Overview








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Obstacles of Multichannel Communication

Exponential growth of Online Communication Channels


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Communication is becoming bi-directional




Communication is becoming bi-directional

Contents of communication are becoming more and more granular


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Efficient and Effective Online Communication

• Solve these obstacles by mechanizing important aspects of these tasks,and therefore offer a scalable, cost-sensitive, and effective onlinedissemination solution.

• Introduce a layer on top of the various internet based communicationchannels that is domain specific and not channel specific.

Information modeldefines the type of information items in the domain

Channel model


describes the various channels, the interaction pattern, and their target groups

Weavermappings of information items to channels

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Information Model

The three pillars of Online Communication


Channel Model

Collect feedback+

statisticsDistribute content

Weaver


Web 3.0/Mobile/OtherWeb/BlogSocial Web

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Information model

The information model defines the type of information items in the touristicdomain.

The domain ontology has following features:

• Ability to map as many business entities as possible

• Meaningful information for LOD exposure

• Compatible with Good Relations and schema org for SEO


• Compatible with Good Relations and schema.org for SEO

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Tourism Ontology


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Example hotel information item acco:Hotel

gr:name: Hotel Rotes Wildschwein

gr:description: Romantik Wellness Hotel in the Tyrolean Mountains

schema:geo: 47° 16' 0" North, 11° 24' 0" East

acco:size: 56 (rooms)

acco:occupancy: 98 (persons)

acco:occupancyAdults: 95 (adults)

acco:occupancyInfants: 3 (infants)

acco:petsAllowed: yes


Channel model

The channel model describes the different channels, their interaction patterns and the target groups.

• Channels can be– online or offline

– for broadcasting or sharing

– for group communication or collaboration

– of static or dynamic information

f ff


• The number of different channels is growing constantly

• The target groups are very different from channel to channel

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Offline and Online Channels

• Walk-in customer

• Telephone

• Email

• Fax

• Hotel website

• Review sites

• Booking sites

• Social network sites

• Blogs

• Fora & destination sites


• Chat

• Video & photo sharing

589

Channels

• Hotel website– Direct booking (crucial for a successful hotelier)

– Content management system

– Full control and ownership of data

– Integration of social networks via like buttons, widgets, etc.

• Email newsletters– Still a major means of marketing

– Especially in tourism


p y

– Mostly for existing customers and not customer aquisition

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Channels

• Booking and Review Sites– Customers book over these channels

– Customers can express positive as well as negative views

– Quick reactions are important

– Examples• Holidaycheck

• tripadvisor

• hotelkritiken.de

• zoover

• trivago

• ciao.de

• Votello

• Profi Hotelempfehlungen

• Real Holiday Reports

• Schiffsbewertungen

• travel-and-guide.de

• Travel Intelligence

• Traveluation

• TripsByTips


• TrustYou

• Hostelworld.com

• Caribbean Style

• Check my stay

• Cosmotourist

• Cruise Critic

• Global Hotel Review

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TripsByTips

• UnserSchiff.de

• Yelp

• ab-in-den-urlaub.de

• Booking.com

• Expedia.de

• hotel.de

• tiscover.com

Channels

• Social Networks– Highly dependent on the target marketing area

– Varying target groups for different businesses

– Examples• Facebook

• Twitter

• Google Plus

• 200+ social networks worldwide

• Blogs


• Blogs– Emerging topics like tumblr

– Often businesses enrich their classical online presence with an additional blog

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Example: Hotel Edelweiß

• Website with Facebook Widget

• Facebook pageith i l ff


with special offers and detailed information on the hotel

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Weaver

The weaver is responsible for mapping of information items to the appropriate channels.

• Separation of content and communication channels

• Reuse of the same content for various dissemination means


• Explicit alignment of information items and channels

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Weaver component

1. Information itemIt defines an information category that should be disseminatedthrough various channels.

2. EditorThe editor defines the agent that is responsible for providing thecontent of an information item.

3. Interaction protocolThis defines the interaction protocol governing how an editor collectsthe content.

4. Information typeAn instance of a concept, a set of instances of a concept (i.e., an


p p (extensional definition of the concept), or a concept description (i.e.,an intentional definition of a concept).

5. Processing ruleThese rules govern how the content is processed to fit a channel.Often only a subset of the overall information item fits a certainchannel.

595

Weaver

6. ChannelThe media that is used to disseminate the information.

7 Scheduling information7. Scheduling informationInformation on how often and in which intervals the disseminationwill be performed which includes temporal constrains over multi-channel disseminations.

8. ExecutorIt determines which agent or process is performing the update of achannel. Such an agent can be a human or a software solution.


9. Executor interaction protocolIt governs the interaction protocol defining how an executerreceives its content.

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Weaver Example

Holiday Package• Target group: families

• Content: text and pictures

Item: holiday_package

Editor: Hotelier

Type: Concept Description

Channel: homepage/packages

Schedule Constraint: date > current date


date > current date

Executor: Drupal (CMS)

Executor Interaction Protocol: none

597

Weaver Example

ConceptsHoliday package

Theater ‐weekend

Seminar

Weaver


Channels

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More Weaver Examples

Theater Weekend• Target group: senior couples

• Content: text, pictures, video

Conference• Target group: business audience

• Content: text and pictures


Weaver Example


Theater ‐weekend

Seminar

Weaver


Channels

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Weaver Example


Theater ‐weekend

Seminar

Weaver


Channels

Hotel Rotes Wildschwein

Homepage

http://www.rotes-wildschwein.at


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Facebook page

http://www.facebook.com/pages/Rotes-Wildschwein/321731534545050



Twitter

https://twitter.com/#!/HotelRedBoarp


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Overview








605

Multi-channel booking problem

• Hotels are facing the multi-channel booking problem

• More than 100 different booking channels available

• Daily maintenance of right balance of rooms availabilityacross more than 100 channels does not scale

• Average time for hoteliers required to maintain a profile of amedium size hotel at one portal takes between 5 to 15minutes a day


• An effort of maintaining hotel’s profile on 100 portals wouldrequire then at least 20 hours of work

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Multi-channel booking solution

• The multi-channel solution for hotel-industry internet distribution

seekda! connect


seekda! IBE

607

• Automatic support for online booking on multiple channels

• One single entry point providing direct connections todifferent booking platforms

seekda connect

different booking platforms

• Simple, Web-based user interface for management ofbookings


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• Over 4000 accommodation facilities are using sekkda


Direct bookability for hotels

• Booking quickly and directly via hotel Web sites

• Seekda producs for direct bookability:

– Dynamic Shop

– Dynamic Shop Mobile

B fit


• Benfits:

– Hotels do not give part of theier profit to booking chanells

– Guests spend less time in booking using the instant booking engine solution ofseekda

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Dynamic Shop integrated in the Hotel website


Direct bookability for hotels

• Does the customer find the hotel web site?

• Does the customer trust the web site?

• Are his/her requests proberly answered?


• Is his/her feedback taken serious and form a positive review of the hotel?

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Multi Channel Communication and YieldManagement

• Multi-channel communication tools can improve revenues and benefitswithin the hospitality industry by:

– Increasing the on-line visible presence of hotels

– Make hotels offers visible to a broader audience via multiple channels

– Attract potential guests to hotel websites and thus increase direct bookability


– effective and targeted on-line marketing

613

+

h li i l i h l i i


= holistic multi channel communication and yield management for the hotelier

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Hotelnavigator


http://www.youtube.com/watch?feature=player_embedded&v=rA0wdkPB7gA

615


Overview




4 MCC YM LOD and service integration on the fly


4. MCC, YM, LOD, and service integration on-the-flyas-you-go


616

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MCC, YM, LOD, and service integration on-the-flyas-you-go

• Multi-channel communication

• seekda booking engine

• Linked Open Data (LOD) (http://linkeddata.org/)

• On the fly service integration as you pay


y g y p y

• Everything integrated into a comprehensive map

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Multi-channel communication

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites


- chat- video & photo sharing

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Branch specific conceptsSCEI

Collect feedback+

statistics

Distribute contentWeaver



619


• Scalable on-line communication tool based on machine processablesemantics, that supports processes such as yield, brand, and reputationmanagement.

• SCEI is entitled to support the following process:

1. Content creation

2. Selection of publication channels

3. Content adaptation

4. Publication

5 F db k ll ti


5. Feedback collection

6. Content detection

7. Impact analysis

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SCEI Reference architecture



…

Content creator

Semantic RepositorySemantic

RepositoryContent Management System

Workflow Engine/ Communication patterns

interface interface

Workflow designer


Publication Engagement Impact AnalysisImpact

Analysis

SCEI SCEI

Target users

Media Monitoring

Media Monitoring

621

seekda booking engine


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seekda booking engine - direct bookability for hotels

• Booking quickly and directly viahotel Web sites

• Seekda producs for directbookability:

– Dynamic Shop

– Dynamic Shop Mobile

• Benfits:– Hotels do not give part of their

profit to booking chanells


p g

– You do not loose the guesthaving him booking other hotels

623

Linked Open Data (LOD)

• Web of Documents • Web of Data

Hyperlinks

Typed Links


“Documents”“Things”

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LOD Principles:

1. Use URIs as names for things.

2. Use HTTP URIs so that people can look up those names.

3. When someone looks up a URI, provide useful RDF information.


4. Include RDF statements that link to other URIs so that they can discover relatedthings.


Facts:• 295 data sets• Over 31 billion triples• Over 504 billion RDF links between data sources


Figure from http://www4.wiwiss.fu-berlin.de/lodcloud/state/, September 2011

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• Use LOD to integrate and lookup data about

– places and routes

f– time-tables for public transport

– hiking trails

– ski slopes

– points-of-interest


Linked Open Data (LOD) - data sets

• Open Streetmap• Google Places • Databases of government

– TIRIS

– DVT

• Tourism & Ticketing association • IVB (busses and trams) • OEBB (trains) • Ärztekammer• Supermarket chains: listing of products • Hofer and similar: weekly offers • ASFINAG: Traffic/Congestion data • Herold (yellow pages)

• Innsbruck Airport (travel times, airline schedules)

• ZAMG (Weather)


(y p g )• City archive • Museums/Zoo • News sources like TT (Tyrol's major daily

newspaper) • Statistik Austria

• University of Innsbruck (Curricula, student statistics, study possibilities)

• IKB (electricity, water consumption) • Entertainment facilities (Stadtcafe,

Cinema...) • Special offers (Groupon)

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On the fly service intergation as you pay

• Data and services from destinationsites integrated for recommendationand booking of

H t l– Hotels

– Restaurants

– Cultural and entertainment events

– Sightseeing

– Shops



• Solutions for ad-hoc service integration for touristic destination sites

• Two integration approaches:

– via Web scrapping as a quick integration solution

via APIs and backend integration for a long term durable solution


– via APIs and backend integration for a long term, durable solution

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• Web scraping integration

– Create wrappers for current web sites and extract data automatically


– Many Web scraping tools available on the market


631

• APIs and backend integration


– Contractual based integration of data, functionalities and services for mutualbenefits

– More fine grain integration not only at the level of Web but deeper, at the level ofbackend systems

R i ll t i li ti i t ti l ti ( W b i )


– Requires usually enterprise application integration solutions (e.g. Web services)

632

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Everything integrated

• Integration into a comprehensive map of multi-channel communication,seekda booking engine, Linked Open Data and on the fly serviceintegration as you pay to generate added value for businesses as well ascustomerscustomers

• Combination of multi channel communication and yield management– dacodi

– seekda booking solutions

• enriched with Linked (Open) Data – Machine understandable interlinked data

– Bike and hiking trails, sight information, etc.


• and on the fly service integration as you pay– Solutions for ad-hoc service integration for touristic destination sites

– Bike rental, ski passes, etc.

– Services are quickly integrated through scrapping and later through API and back end integration

633

Everything integrated: Tourist Map Austria

• Based on Open Street Map


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• Increase on-line visibility for hotel andvisibility for hotel and destination via multi-channel communication -SCEI


SCEI SCEI




• Hotels, ski passes, etc. directly bookable – seekda engine


SCEI SCEI

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• LOD to integrate and lookup data about


lookup data about hiking trails, ski slopes, etc.

LODSCEI SCEI





• LOD to integrate and lookup data about


lookup data about hiking trails, ski slopes, etc.

• On the fly service integration as you pay

LODSCEI SCEI

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• Fullscreen map with GPS for orientation– Optimized for tablets and smartphones

• Data control– Hoteliers, Townships, Assotiations, etc. can easily

maintain their own data

– Integration of public transport (missing in Google maps)

– Direct booking possible


• Social– Integration of Facebook, Twitter, etc.

– Crowd sourcing of reviews, tips, etc.

– Plan common activities on-site

639

SCEI SCEI

Everything integrated

LOD+ +SCEISCEI


= independence for the hotelier and added value for the customer

640

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Overview








641

The value proposition in eTourism

2 Bio € Business Volume/Year in Tyrol


10% Marketing/Communication

40% Accommodation

Costs

15% Booking Fees

5% Profit 30% Taxes

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The Problem:

Marketing Accommodation Costs

Booking Fees

Profit Taxes



The Goal:

Marketing Accommodation Costs

Booking Fees

Profit Taxes


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3 main fields of activity

• Multi Channel Communication (MCC)

• MCC and Yield Management

• Next Generation Destination Sites


Prevent Black holes in the touristic value proposition!

645

oc long handouts

Presentations & Public Speaking