10/21/2012 How to Domesticate the Multi-Channel Communication Monster Dieter Fensel and many others STI Innsbruck, University of Innsbruck ©www.sti-innsbruck.at Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: HOTEL RECEPTION www.sti-innsbruck.at 2 1 10/21/2012 The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer HOTEL RECEPTION 3 www.sti-innsbruck.at The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone HOTEL RECEPTION www.sti-innsbruck.at 4 2 10/21/2012 The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email HOTEL RECEPTION 5 www.sti-innsbruck.at The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax HOTEL RECEPTION www.sti-innsbruck.at 6 3 10/21/2012 The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website HOTEL RECEPTION 7 www.sti-innsbruck.at The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites HOTEL RECEPTION www.sti-innsbruck.at 8 4 10/21/2012 The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites HOTEL RECEPTION 9 www.sti-innsbruck.at The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites HOTEL RECEPTION www.sti-innsbruck.at 10 5 10/21/2012 The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs HOTEL RECEPTION 11 www.sti-innsbruck.at The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs - fora & destination sites HOTEL RECEPTION www.sti-innsbruck.at 12 6 10/21/2012 The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs - fora & destination sites - chat HOTEL RECEPTION 13 www.sti-innsbruck.at The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs - fora & destination sites - chat - video & photo sharing HOTEL RECEPTION www.sti-innsbruck.at 14 7 10/21/2012 The Crazy Hotelier The Hotelier doesn’t only have to deal with an overwhelming number of communication channels, but also has to pay up to 15% sales commissions to the booking sites! HOTEL RECEPTION 15 www.sti-innsbruck.at The Crazy Hotelier Tyrol: -> 40 million overnight stays -> 3 billion € transaction volume -> 70 million € sales commission HOTEL RECEPTION www.sti-innsbruck.at 16 8 10/21/2012 (Mulpuru, Harteveldt, & Roberge, 2011) Call this “the growth of the multichannel monster” www.sti-innsbruck.at 17 Content 1. Multi-channel Dissemination 2 Social 2. S i l Media M di Monitoring M it i 3. Four Roles for Semantics 4. Semantic Communication Engine Innsbruck (SCEI*sky) 5. Seekda Social Agent (SESA) 6 Summary 6. www.sti-innsbruck.at 18 9 10/21/2012 MULTI-CHANNEL DISSEMINATION 19 www.sti-innsbruck.at Dissemination • Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience • Takes the traditional view of communication which involves a sender and a receiver. • “In telecommunications and computer networking, communication channel, or channel, refers either to physical transmission medium such as a wire, or to logical connection over a multiplexed medium such as radio channel.” (Wikipedia). • There are various types of such channels. a a a a 20 Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg www.sti-innsbruck.at 10 10/21/2012 Dissemination Classification of channels by the type of service they provide: –Static St ti Broadcasting B d ti –Dynamic Broadcasting –Sharing –Collaboration –Social Networks –Internet Internet Forum and Discussion Boards –On-line Group Communication –Semantic-based Communication Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon www.sti-innsbruck.at 21 Static Broadcasting • Prehistoric methods of dissemination: cave drawings, stories of triumphs on columns and arches, history on pyramids, stones with messages • More modern means: printed press, newspapers, journals • Online static dissemination: homepage …. And various web sites www.sti-innsbruck.at 22 11 10/21/2012 Static Broadcasting Homepage Example St ti W b it E Static Website Example l The same hotel mentioned on Wikitravel’s entry for Innsbruck www.sti-innsbruck.at 23 Static Broadcasting Static Website Example Entry in Wikipedia for Hotel Goldener Adler www.sti-innsbruck.at 24 12 10/21/2012 Dynamic Communication Small piece of content that is dependent on constraints such as time or location. Examples of tools (organized considering first the length of message and second – the level of interactivity) • • • • • • • • News Feeds (f.e., RSS) Newsletters Email / Email lists Podcasts Microblogs (twitter, tumblr, …) Blogs Social networks Chat and instant messaging applications (skype, messenger, …) www.sti-innsbruck.at 25 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) www.sti-innsbruck.at 26 13 10/21/2012 Sharing • Can use specialized applications (see below) of features of other platforms and services (e.g. share photos through Facebook) • Examples: – – – – – Flickr, Pinterest – 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 www.sti-innsbruck.at 27 Dissemination through Collaboration Wiki • “Wiki” = Hawaiian word for “fast” of “quick”. • Described by the developer of the first wiki software, software Ward Cunningham, Cunningham as the “simplest online database that could possibly work”*. • Websites whose users can add, modify or delete content via a web browser using simplified markup language or a rich-text editor. • Most of the content is created collaboratively. • Often used for internal collaboration, however, when public also an indirect means for dissemination. *http://www.wiki.org/wiki.cgi?WhatIsWiki www.sti-innsbruck.at 28 14 10/21/2012 Social Networks • Provide a community aspect, i.e. forms a community that shares information in a multi-directional way • g of p platform): ) Common features ((regardless – – – 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 look and feel of the profile • Social networks typically offer more than one channel of dissemination (thus they will be 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 www.sti-innsbruck.at 29 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 www.sti-innsbruck.at 30 15 10/21/2012 Group Communication • • • • • • • Many-to-many Threaded conversations U Usually ll created d on a particular i l topic i Have different access levels Better for disseminating within a group that shares common interests as the purpose of the services is to enable collaboration, information sharing and discussions Exampled: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups, Xing Groups. Similar in many ways to Discussion boards and Internet Forums www.sti-innsbruck.at 31 Semantic Based Dissemination Rich Snippets • Snippets—the few lines of text that appear under every search result—are designed to give users a sense for what what’s s on the page and why it it’ss relevant to their query. • If Google understands the content on your pages, it can create rich snippets— detailed information intended to help users with specific queries. www.sti-innsbruck.at 32 16 10/21/2012 Semantic Based Dissemination Overview • Format is an explicit set of requirements to be satisfied by a material, product, or service. – Format e.g. RDFa • The most known examples are RDF and OWL. 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*. IImplementation l t ti e.g. OWLIM • Vocabulary e.g. foaf Implementation realization of an application, plan, idea, model, or design. 33 www.sti-innsbruck.at Semantic Based Dissemination: Formats RDFs 1998 RDF 1999 RDFa 2004 Microformats 2005 HTML Meta Elements OWL 2007 SPARQL 2008 OWL 2 2009 RIF 2010 Microdata 2011 RDFa lite www.sti-innsbruck.at June 2012 34 17 10/21/2012 Semantic Channels: Vocabularies • A (Semantic Web) vocabulary can be considered a special form of (usually lightweight) ontology, or sometimes also merely as a collection of URIs with a (usually informally) described meaning. • For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel). 35 www.sti-innsbruck.at Semantic Channels: Vocabularies ... and a lot more www.sti-innsbruck.at 36 18 10/21/2012 Overview of Channels www.sti-innsbruck.at 37 SOCIAL MEDIA MONITORING www.sti-innsbruck.at 38 19 10/21/2012 What is Social Media Monitoring? Definition* Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities. communities It supports a quick overview and insight into topics and opinions on the social web. *http://de.wikipedia.org/wiki/Social_Media#Monitoring www.sti-innsbruck.at 39 Social Media Monitoring • Social Media Monitoring tools facilitate the listening of what people say about various topics in the social media sphere (blogs, twitter, Facebook, etc.) • Listening: is active, focused, concentrated attention for the purpose of understanding the meanings expressed by a speaker. www.sti-innsbruck.at 40 20 10/21/2012 Social Media Monitoring Channels to analyze FORUMS/NEWSGROUPS MICROBLOGS VIDEO SHARING SOCIAL NETWORKS WIKIS SOCIAL MEDIA NEWS AGGREGATORS PHOTO SHARING MAINSTREAM MEDIA BLOGS 41 www.sti-innsbruck.at Channels to analyze 1. Social networks, e.g.: • • Twitter: – 200 million Tweets per day (2011) Facebook (Q1 2012): – 200K Tweets per minute – 526 million daily active users – 3.2 billion Likes and Comments per day – 500K comments per minute • LinkedIn: 147 million users • Google+: 170 million users – 700K status updates per minute – 80K wall posts per minute www.sti-innsbruck.at 42 21 10/21/2012 Channels to analyze 2. Sharing networks, e.g.: • 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 43 www.sti-innsbruck.at Channels to analyze 3. Email lists • • 2172 million Email users 3375 million Active email accounts • 2.8 million emails per second • 90 trillion emails per year www.sti-innsbruck.at 4. Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, Facebook Groups etc Groups, etc.)) • Forums: 2K posts per minute • Yahoo! Groups: – 9 million groups – 113 million users – 933 thousand unique visitors daily 44 22 10/21/2012 Channels to analyze 5. News feeds • 6. Blogs: • >95 million blogs available online • 22K posts per minute • Tumblr (Q2 2012): Total Feeds*: Feeds : 694,311 694 311 • Atom Feeds*: 86,496 • RSS feeds*: 438,102 (63% of the total) – 55.9 Million blogs – 23.3 Billion posts – 20K posts per minute • WordPress (Q2 2012) – 73.724.911 WordPress sites *source: http://www.syndic8.com 45 www.sti-innsbruck.at Channels to analyze 7. Traditional mediums: • TV: 8. Online News: • News websites: >25 >25.000 000 • Online radio stations: >2700 Online radio stations in Germany – 365 TV channels licensed in Germany • Radio: – 822 Radio stations in Germany • Print mediums medi ms (ne (newspapers, spapers magazines) maga ines) – 382 Daily newspapers in Germany – 4180 Weekly magazines in Germany www.sti-innsbruck.at 46 23 10/21/2012 Social Media Monitoring www.sti-innsbruck.at 47 FOUR ROLES FOR SEMANTIC TECHNOLOGIES www.sti-innsbruck.at 48 24 10/21/2012 Semantic Analysis What a computer understands from text messages: bla bla bla... bla... bla bla... www.sti-innsbruck.at 49 Semantic Analysis • • • • • Discovering facts in texts and other sources (audio, video, etc.) Deriving additional facts from them Somewhere in the Web the text fragment “Dieter is married to Anna” occurs (extracted statement) Named Entity Recognition tells us that Dieter is a (German) male given name, and Anna is a female given name (enriched with background knowledge) We can infer that Dieter and Anna are persons and – – – – – Dieter is male Anna is female Dieter is married to Anna Anna is married to Dieter What with “Anna-Marie Anna Marie is married with Dieter Dieter”? ? (derive new facts) www.sti-innsbruck.at 50 25 10/21/2012 Semantic Analysis Typical tasks of Information Extraction from Natural Language: – – – – – – – • Topic p detection Named entity recognition Co-reference and Disambiguation Relation Extraction Sentiment detection and Opinion mining Social annotation Text summarization Obviously all of them are needed in Social Media Analysis www.sti-innsbruck.at 51 Semantic as a channel www.sti-innsbruck.at 52 26 10/21/2012 Semantic as a channel • Not to be interpreted by humans, but machines that can make something out of it: • Publishing Linked Data can take various formats and vocabularies 53 www.sti-innsbruck.at The three dimensions RDFs 1998 RDF 1999 RDFa 2004 HTML Meta Element s Microformats 2005 OWL 2007 SPARQL 2008 OWL 2 Format e.g. RDFa 2009 RIF 2010 Microdata 2011 IImplementation l t ti e.g. OWLIM ... and a lot more www.sti-innsbruck.at Vocabulary e.g. foaf 54 27 10/21/2012 Semantic Content Modelling Separate content and channel. Same Event www.sti-innsbruck.at 55 Separating Symbol and Knowledge Level Analogy 1 (for senior people in the audience) “I am about to propose the existence of something called the knowledge level, within which knowledge is to be defined.” [Newell, 1982] • • • • Knowledge is intimately linked with rationality. Systems of which rationality can be posited can be said to have knowledge. At the knowledge level, knowledge is described functionally in terms Agent Observer goals and rationality. y of g At the symbol level, knowledge is described operational in terms of achieving the goals through a certain sequence of activities. Obviously, there are various ways to encode knowledge at the symbol level. www.sti-innsbruck.at 56 28 10/21/2012 Separating Content and Rendering • Analogy 2 for juniors in the audience : – Content may be presented differently in different contexts. – Therefore, it should be modeled independent from a specific representation – Stylesheets y connect content with a specific p p presentation • Content: <html><head> <link rel="stylesheet" type="text/css" href="/tryit.css" /></head> <body> <div itemscope itemtype="http://schema.org/Person"> <img src="http://www.fensel.com/dieter.jpg" itemprop="image" /> <span id="property">Title: <span itemprop="jobTitle">Prof. Dr.</span></span> <span id="property">Name: <span itemprop="name">Dieter Fensel</span></span> <span id="property">Nationality: <span itemprop="nationality">German</span></span> <span id="property">Birthdate: <span itemprop="birthdate">October 1960</span></span> <span id="property">Address: <span itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <span itemprop="streetAddress">Technikerstr. 21a</span>, <span itemprop="postalCode">6020</span> <span itemprop="addressLocality">Innsbruck</span>, <span itemprop="addressRegion">Tirol</span> </span></span> <span id="property">Tel.: <span itemprop="telephone">+43 512 507 6485</span></span> <span id="property">E-Mail: <a href="mailto:[email protected]" itemprop="email">[email protected]</a></span> <span id="property">WWW: <a href="http://www.fensel.com/" itemprop="url">http://www.fensel.com/</a></span> </div></body><html> www.sti-innsbruck.at 57 Separating Content and Rendering • Style Sheet 1: body { background-color: rgb(220,220,255); font-family:"Times font family: Times New Roman"; Roman ; font-size:20px; } img { float: right; } span[id="property"] { display: block; font-style: italic; } span[itemprop] { font-weight: bold; font-style: font style: normal; } a:link { color: green; font-style: normal; font-weight: bold; } www.sti-innsbruck.at 58 29 10/21/2012 Separating Content and Rendering • Style Sheet 2: body { font-family:"Calibri"; font size:25px; font-size:25px; } img { float: left; width: 120px; margin-right: 50px; } span[id="property"] { margin-right: 40px; float: left; } span[itemprop] { font-style: italic; } a:link { font-style: italic; font-weight: bold; } www.sti-innsbruck.at 59 Use an Ontology to model the content www.sti-innsbruck.at 60 30 10/21/2012 Use a weaver to align content and channels Branch specific Ontology Distribute content Weaver Web/Blog Social Web Collect feedback + statistics Web 3.0/Mobile/Other 61 www.sti-innsbruck.at Semantic Channel Modelling Branch specific Ontology Distribute content Web/Blog www.sti-innsbruck.at Matcher Social Web Collect feedback + statistics Web 3.0/Mobile/Other 62 31 10/21/2012 Semantic Channel Modelling • The number of digital publishing channels has increased exponentially in the past decade. • Using semantics (i.e., an Ontology) to describe these channels. • Automatic review and adjustment of content and dissemination to channels based on semantic match-making. • Content-Channel mapping becomes an instance of Ontology alignment. 63 www.sti-innsbruck.at Infrastructure Channels Content SEMANTIC COMMUNICATION ARCHITECTURE INNSBRUCK (SCAI *SKY) www.sti-innsbruck.at 64 32 10/21/2012 Reference architecture • • • • • SCAI is a reference architecture. A reference software architecture is a software architecture where the structures and respective elements and relations provide templates for concrete architectures in a particular domain. A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture. SCAI provides a semantic engagement engine applicable to various domains and tasks tasks. Core of its efficiently and flexibility is – its separation of concern. – and the proper separation and alignment of form and substance. www.sti-innsbruck.at 65 SCAI is based on three different types of functionalities. • Infrastructure – The infrastructure layer provides basic functionalities needed by the other f functionalities. ti liti – The infrastructure layer is responsible for separating and multiple alignments of communication content and communication channels. • Communication – The communication layer used the basic functionality of the infrastructure layer to implement the on-line communication of an agent. – It combines these elements into useful patterns of on-line interactions. – It supports exchange of meaning. • Engagement – – – – turns communication into cooperation. Workflow Crow sourcing Value generation through on-line cooperation. www.sti-innsbruck.at 66 33 10/21/2012 Customization of the Architecture • • To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains. Task customization: – – – – – – • Advertisement Customer Relationship Management Revenue management Brand management Reputation management Quality management Domain Customization: E.g., eTourisms. 67 www.sti-innsbruck.at Infrastructure Infrastructure Channels Content • Content can be down-/and uploaded from GUIs, Repositories, CMSs, and others • Channels are the millions of on-line communication possibilities www.sti-innsbruck.at 68 34 10/21/2012 Infrastructure Infrastructure Weaver Channel Manager - Integrates - Personalizes - Interacts - Describes Channels Content Manager - Import Content - Export Content Channels Content www.sti-innsbruck.at 69 Infrastructure – Weaver • • • Separating content from channels also requires the explicit alignment of both. This is achieved through a weaver. A weaver is – – – – an uni-set of tuples describing bi-directional content-channel mappings, an execution engine for these tuples, a GUI to define these tuples, and a management and monitoring component for these tuple sets. www.sti-innsbruck.at 70 35 10/21/2012 Communication • Meaningful communication requires often more than just a single and isolated act of exchanging information. – It can be active or reactive (Dissemination, Social Media Monitoring, and its integration) – It has a trace, a history – It needs multi-channel switch – It is bi-directional and multi-agent – It is based on patterns of successful interaction styles (campaigning versus individual interaction, etc.) 71 www.sti-innsbruck.at Dissemination and Social Media Monitoring Dissemination and Social Media Monitoring FORUMS/NEWSGROUPS MICROBLOGS VIDEO SHARING SOCIAL NETWORKS WIKIS SOCIAL MEDIA NEWS AGGREGATORS PHOTO SHARING BLOGS MAINSTREAM MEDIA Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg 72 www.sti-innsbruck.at 36 10/21/2012 Communication - Integration of Publication and Monitoring Communication • Active and reactive communication Multi Channel Multi-Channel Publishing www.sti-innsbruck.at Social Media Monitoring 73 Feedback Example of Active Communication performed by a hotelier on Facebook www.sti-innsbruck.at 74 37 10/21/2012 Feedback Customer response to the hotel’s message www.sti-innsbruck.at 75 Response Transmitter: guest at hotel Reactor: hotelier Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html www.sti-innsbruck.at 76 38 10/21/2012 Communication - Trace Tracing a conversation is crucial for making communication effective and efficient, and is therefore required for Communication • • • Communication has a history The communication history IS the trace Communication must be remembered otherwise it is meaningless • Active and reactive communication • Tracing the communication Multi-Channel Publishing Social Media Monitoring 77 www.sti-innsbruck.at Communication - Multi-Channel Switch (Online) Communication is scattered over multiple, often very different channels. Communication • • • • Agents are challenged to disseminate information over all appropriate channels. Activities of all channels the agent is active in must be monitored. Impact, I t Feedback F db k and d Responses need to be collected from all channels. E.g., switch from a public tweet to a private email response. www.sti-innsbruck.at • Active and reactive communication • Tracing the communication • Multi-channel switch Multi-Channel Publishing Social Media Monitoring 78 39 10/21/2012 Communication - Multi-Agent • Communication requires at least two agents: a speaker and a listener. However, communication does not occur in a void – thus the initial model may never occur in real life as there may always be more than one listener or more than one agent. Agents may receive responses from multiple listeners that may also listen and start to interact with each other. • • Communication • Active and reactive communication Tracing the communication • Tracing the communication • Multi‐channel switch • Multi‐agent Multi‐Channel Publishing Social Media Monitoring 79 www.sti-innsbruck.at Communication Patterns • • • • In software engineering, a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design. It is a description or template for how to solve a problem that can be used in many different situations. So patterns are formalized best practices that you must implement yourself in your application. Communication • Active and reactive communication Tracing the communication • Tracing the communication • Multi‐channel switch • Multi‐agent • Patterns Multi‐Channel Publishing Social Media Monitoring Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns. www.sti-innsbruck.at 80 40 10/21/2012 Communication Patterns • • • The communication patterns could be a way to facilitate the response phase of an enterprise. A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers. It should be a dynamic set of patterns in the sense that it is being extended and altered continuously according to the needs of the customers and the nature of the issues that are arising. 81 www.sti-innsbruck.at Value-chain generation Crowdsourcing Workflow management www.sti-innsbruck.at Engagement Engagement 82 41 10/21/2012 Engagement Workflow management • A workflow consists of a sequence of concatenated (connected) steps*. • Workflow management refers to the process of assigning, tracking and responding to social media streams, usually in a team environment in order to prevent double responses and missed opportunities. It is crucial for an enterprise tool to promote team productivity through collaboration. • Example: Bad review *http://en.wikipedia.org/wiki/Workflow 83 www.sti-innsbruck.at Engagement - 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 of people in the form of an open call. • The application of Open Source principles to fields outside of software. Howe (2008, 2009) www.sti-innsbruck.at 84 42 10/21/2012 Engagement - Crowdsourcing Amazon Mechanical Turk • Amazon’s Amazon s Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them. • The inspiration of the system was to have users complete simple tasks that would otherwise be extremely difficult (if not impossible) for computers to perform. • A number of businesses use Mechanical Turk to source thousands of microtasks that require human intelligence, for example to identify objects in images find relevant information images, information, or to do natural language processing processing. • Mechanical Turk has more than 500,000 people in its workforce. Their median wage is about $1.40 an hour.* • Example: Turn a text into a tweet. *http://www.economist.com/node/21555876 85 www.sti-innsbruck.at Engagement Value-Chain generation “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 chain, not the divisional level or corporate level. Products pass through all activities of the chain in order, and at each activity the product gains some value. The chain of activities gives the products more added value than the sum of the independent activities' values.” Wikipedia www.sti-innsbruck.at 86 43 10/21/2012 Engagement Value-Chain generation • The value chain generation lays on top of the other layers (i.e. workflow management, crowdsourcing and communication patterns) and reflects the aim of the enterprise to monetize their activities through these layers. • The ultimate target for keeping the customers happy and engaged to the brand is to increase the revenue. Thus, it is important to have a layer on top of the communication that transforms long-term relationships into economic transactions and new opportunities for the enterprise. • For example, for a hotelier this layer could be the bookability of his services. 87 www.sti-innsbruck.at SCEI - Summary • • Active and reactive communication Tracing the communication • Multi-channel switch • Multi-agent • Pattern Multi-Channel Publishing Engagem ment Communication Value-chain generation Social Media Monitoring Crowdsourcing Workflow management Infrastructure www.sti-innsbruck.at 88 44 10/21/2012 SEEKDA SOCIAL AGENT www.sti-innsbruck.at 89 Facts and Figures on Tourism in Austria and Tyrol • Total overnight stays 126 Mio in Austria (42,7 Mio in Tyrol) • Travel intensity per inhabitant (number of overnight stays divided by the resident id t population): l ti ) Total T t l 16 (63 iin Tyrol) T l) • Direct employment in tourism: Total 307.000 • Direct spendings of foreign and resident visitors: 31 B € • Direct percentage of overall GDP through tourism: 7.4% www.sti-innsbruck.at 90 45 10/21/2012 Facts and Figures on Tourism in Austria and Tyrol source: http://www.tnooz.com/wp-content/uploads/2012/07/four-pillars-FULLjpg.jpg www.sti-innsbruck.at 91 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 availability across more than 100 channels does not scale • Average time for hoteliers required to maintain a profile of a medium size hotel at one portal takes between 5 to 15 minutes a day • An effort of maintaining hotel’s profile on 100 portals would require then at least 20 hours of work www.sti-innsbruck.at 92 46 10/21/2012 The multi-channel solution for hotel-industry internet distribution seekda! connect www.sti-innsbruck.at 93 seekda connect • Automatic support for online booking on multiple channels • One single entry point providing direct connections to different booking platforms • Simple, Web-based user interface for management of bookings www.sti-innsbruck.at 94 47 10/21/2012 Direct bookability for hotels • • Booking quickly and directly via hotel Web sites Seekda producs for direct bookability: – Dynamic Shop – Dynamic Shop Mobile • Benfits: – Hotels do not give part of their profit to booking chanells – Guests spend less time in booking using the instant booking engine solution of seekda www.sti-innsbruck.at 95 Direct bookability for hotels • Challenges: – – – – • Does the customer find the hotel web site? Does the customer trust the web site? Are his/her requests properly answered? Is his/her feedback taken serious and form a positive review of the hotel? Multi-channel communication tools can improve revenues and benefits within 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 www.sti-innsbruck.at 96 48 10/21/2012 Multi Channel Communication and Yield Management SCAI *sky + holistic h li i multi-channel li h l communication i i and revenue management for the hotelier www.sti-innsbruck.at 97 Touristic Portal • Multi-channel communication (SCAI *sky) • seekda booking engine • Linked Open Data (LOD) • On the fly service integration as you pay • Everything integrated into a comprehensive map www.sti-innsbruck.at 98 49 10/21/2012 Multi-channel communication Branch specific concepts SCEI Distribute content Weaver Web/Blog Social Web www.sti-innsbruck.at Collect feedback + statistics Web 3.0/Mobile/Other 99 seekda booking engine - direct bookability for hotels • Booking quickly and directly via hotel Web sites • Seekda producs for direct bookability: – Dynamic Shop – Dynamic Shop Mobile • Benfits: – Hotels do not give part of their profit to booking p g chanells – You do not loose the guest having him booking other hotels www.sti-innsbruck.at 100 50 10/21/2012 Linked Open Data (LOD) • Use LOD to integrate and lookup data about – – – – – places and routes time-tables for public transport hiking trails ski slopes points-of-interest 101 www.sti-innsbruck.at 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 (yellow pages) p g ) Herold (y City archive Museums/Zoo News sources like TT (Tyrol's major daily newspaper) Statistik Austria www.sti-innsbruck.at • • • • • • Innsbruck Airport (travel times, airline schedules) ZAMG (Weather) University of Innsbruck (Curricula, student statistics, study possibilities) IKB (electricity, water consumption) Entertainment facilities (Stadtcafe, Cinema...) Special offers (Groupon) 102 51 10/21/2012 On the fly service intergation as you pay • Data and services from destination sites integrated for recommendation and booking of – – – – – • H t l Hotels Restaurants Cultural and entertainment events Sightseeing Shops Two integration approaches: – ad-hoc service integration: via Web scrapping as a quick integration solution – via APIs and backend integration for a long term, durable solution www.sti-innsbruck.at 103 Everything integrated: Tourist Map Austria • Based on Open Street Map www.sti-innsbruck.at 104 52 10/21/2012 Everything integrated: Tourist Map Austria • • Based on Open Street Map Increase on-line visibility for hotel and destination via multichannel communication SCAI SCAI 105 www.sti-innsbruck.at Everything integrated: Tourist Map Austria • • • Based on Open Street Map Increase on-line visibility for hotel and destination via multichannel communication SCEI Hotels, ski passes, etc. directly bookable – seekda engine SCEI www.sti-innsbruck.at 106 53 10/21/2012 Everything integrated: Tourist Map Austria • • • • Based on Open Street Map Increase on-line visibility for hotel and destination via multichannel communication SCEI Hotels, ski passes, etc. directly bookable – seekda engine LOD to integrate and lookup data about hiking trails, ski slopes, etc. SCEI LOD 107 www.sti-innsbruck.at Everything integrated: Tourist Map Austria • • • • • Based on Open Street Map Increase on-line visibility for hotel and destination via multichannel communication SCEI Hotels, ski passes, etc. directly bookable – seekda engine LOD to integrate and lookup data about hiking trails, ski slopes, etc. On the fly service integration as you pay SCEI www.sti-innsbruck.at LOD 108 54 10/21/2012 6. SUMMARY www.sti-innsbruck.at 109 Summary • The multi-channel monster can be seen as a threat of: – Failing to be properly present (active and passive) in a multitude of opportunities – Spending a non-justify effort on achieving the former – Going out of business in both cases (even if for different reasons) • • • • • We propose a scalable solution for this based on using semantics. Core is the separation of content and channel and its explicit interweavement. For our approach, semantics is a corner stone but requires many additional services and layers to actually provide its potential. Together with Seekda we are currently focusing on the eTourisms domain, however, other verticals may follow. In general, we target domains (verticals) with many SMEs that need to intensively interact with their customers on-line. www.sti-innsbruck.at 110 55
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