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How to Domesticate the Multi-Channel Communication Monster (short)
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How to Domesticate the Multi-Channel Communication Monster (short)

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  • Figure needed
  • http://newsroom.fb.com/content/default.aspx?NewsAreaId=22http://blog.twitter.com/2011/06/200-million-tweets-per-day.htmlhttp://www.youtube.com/t/press_statistics
  • http://newsroom.fb.com/content/default.aspx?NewsAreaId=22http://blog.twitter.com/2011/06/200-million-tweets-per-day.html
  • http://www.youtube.com/t/press_statistics
  • http://www.syndic8.com/stats.php?Section=feeds#tabtable
  • http://www.pressreference.com/Fa-Gu/Germany.htmlhttp://en.wikipedia.org/wiki/Television_in_Germany
  • 3) Add a slide that verbally explain the issue (done)

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  • 1. How to Domesticate the Multi-Channel Communication Monster*Carmen Brenner, Anna Fensel, Dieter Fensel, Andreea Gagiu, Iker Larizgoitia, Birgit Leiter, Ioannis Stavrakantonakis, and Andreas Thalhammer STI Innsbruck, University of Innsbruck©www.sti-innsbruck.at INNSBRUCK www.sti-innsbruck.at Copyright 2008 STI *short
  • 2. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: HOTEL RECEPTIONwww.sti-innsbruck.at 2
  • 3. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer HOTEL RECEPTIONwww.sti-innsbruck.at 3
  • 4. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone HOTEL RECEPTIONwww.sti-innsbruck.at 4
  • 5. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email HOTEL RECEPTIONwww.sti-innsbruck.at 5
  • 6. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax HOTEL RECEPTIONwww.sti-innsbruck.at 6
  • 7. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website HOTEL RECEPTIONwww.sti-innsbruck.at 7
  • 8. 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 RECEPTIONwww.sti-innsbruck.at 8
  • 9. 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 RECEPTIONwww.sti-innsbruck.at 9
  • 10. 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 RECEPTIONwww.sti-innsbruck.at 10
  • 11. 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 RECEPTIONwww.sti-innsbruck.at 11
  • 12. 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 RECEPTIONwww.sti-innsbruck.at 12
  • 13. 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 RECEPTIONwww.sti-innsbruck.at 13
  • 14. 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 RECEPTIONwww.sti-innsbruck.at 14
  • 15. 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 RECEPTIONwww.sti-innsbruck.at 15
  • 16. The Crazy Hotelier -> 40 million overnight stays -> 3 billion € transaction volume -> 70 million € sales commission HOTEL RECEPTIONwww.sti-innsbruck.at 16
  • 17. (Mulpuru, Harteveldt, & Roberge, 2011) Call this ―the growth of the multichannel monster‖www.sti-innsbruck.at 17
  • 18. Content 1. Multi-channel Dissemination 2. Social Media Monitoring 3. Semantic Communication Engine Innsbruck 4. Seekda Social Agent 5. Summarywww.sti-innsbruck.at 18
  • 19. MULTI-CHANNEL DISSEMINATIONwww.sti-innsbruck.at 19
  • 20. Dissemination Dissemination refers to the process of broadcasting a message to the public. Classification of channels: – Static Broadcasting – Dynamic Broadcasting – Sharing – Collaboration – Social Networks – 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-iconwww.sti-innsbruck.at 20
  • 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 siteswww.sti-innsbruck.at 21
  • 22. Static Broadcasting Homepage Example Static Website Example The same hotel mentioned on Wikitravel’s entry for Innsbruckwww.sti-innsbruck.at 22
  • 23. Static Broadcasting Static Website ExampleEntry in Wikipedia for Hotel Goldener Adler www.sti-innsbruck.at 23
  • 24. 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 • Microblogs (twitter, tumblr, …) • Blogs • Social networks • Chat and instant messaging applications (skype, messenger, …)www.sti-innsbruck.at 24
  • 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. • 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. redditwww.sti-innsbruck.at 25
  • 26. Dissemination through Collaboration Wiki • ―Wiki‖ = Hawaiian word for ―fast‖ of ―quick‖. • Described 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 using simplified markup language or a rich-text editor. • Most of the content is created collaboratively. • Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not. • Often used for internal collaboration, however, when public also an indirect means for dissemination. *http://www.wiki.org/wiki.cgi?WhatIsWikiwww.sti-innsbruck.at 26
  • 27. Social Networks • Provide a community aspect, i.e. forms a community that shares information in a multi-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 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 organizationswww.sti-innsbruck.at 27
  • 28. 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 • Common features – Tripcodes and capcodes - a secret password is added to the users name following a separator character – Private message – Attachment – BBCode and HTML – Emoticon or smiley to convey emotion – RSS and ATOM feedswww.sti-innsbruck.at 28
  • 29. Group Communication • 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 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 Forumswww.sti-innsbruck.at 29
  • 30. 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’s on the page and why it’s 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 30
  • 31. The three dimensions RDFs 1998 RDF 1999 RDFa 2004 Microformats HTML 2005 Meta OWL Element 2007 s SPARQL 2008 OWL 2 Format 2009 RIF e.g. RDFa 2010 Microdata 2011 Implementation e.g. OWLIM Vocabulary e.g. foaf ... and a lot morewww.sti-innsbruck.at 31
  • 32. Overview of Channelswww.sti-innsbruck.at 32
  • 33. SOCIAL MEDIA MONITORINGwww.sti-innsbruck.at 33
  • 34. What is Social Media Monitoring? Definition* Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities. It supports a quick overview and insight into topics and opinions on the social web. *http://de.wikipedia.org/wiki/Social_Media#Monitoringwww.sti-innsbruck.at 34
  • 35. 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 35
  • 36. Social Media Monitoring Channels to analyze FORUMS/NEWSGROUPS MICROBLOGS VIDEO SHARING SOCIAL NETWORKS WIKIS The Conversation SOCIAL MEDIA NEWSPHOTO SHARING AGGREGATORS BLOGS MAINSTREAM MEDIAwww.sti-innsbruck.at 36
  • 37. Channels to analyze Social networks, e.g.: • Twitter: – 200 million Tweets per day (2011) • Facebook (Q1 2012): – 200K Tweets per minute – 526 million daily active users • LinkedIn: 147 million users – 3.2 billion Likes and Comments per day – 500K comments per minute • Google+: 170 million users – 700K status updates per minute – 80K wall posts per minutewww.sti-innsbruck.at 37
  • 38. Channels to analyze 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 minuteswww.sti-innsbruck.at 38
  • 39. Channels to analyze News feeds Blogs: • >95 million blogs available online • Total Feeds*: 694,311 • 22K posts per minute • Atom Feeds*: 86,496 • Tumblr (Q2 2012): – 55.9 Million blogs • RSS feeds*: 438,102 (63% of – 23.3 Billion posts the total) – 20K posts per minute • WordPress (Q2 2012) – 73.724.911 WordPress sites *source: http://www.syndic8.comwww.sti-innsbruck.at 39
  • 40. Channels to analyze Traditional mediums: • TV: – 365 TV channels licensed in Germany • Radio: – 822 Radio stations in Germany • Print mediums (newspapers, magazines) – 382 Daily newspapers in Germany – 4180 Weekly magazines in Germanywww.sti-innsbruck.at 40
  • 41. Social Media Monitoringwww.sti-innsbruck.at 41
  • 42. SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI *SKY)www.sti-innsbruck.at 42
  • 43. Reference architecture • SCEI 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. • SCEI provides a semantic engagement engine applicable to various domains and tasks. • Core of its efficiently and flexibility is its separation of concern. • And the proper separation and alignment of form and substance. • In total, SCEI is based on three different types of functionalities.www.sti-innsbruck.at 43
  • 44. SCEI *sky • Infrastructure – The infrastructure layer provides basic functionalities needed by the other functionalities. – 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 44
  • 45. 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.www.sti-innsbruck.at 45
  • 46. Infrastructure Infrastructure Channels Content • Content can be down-/and uploaded from GUIs, Repositories, CMSs, and others • Channels are the millions of on-line communication possibilitieswww.sti-innsbruck.at 46
  • 47. Four roles of Semantic Technologies Infrastructure Channels Content Semantic Analysiswww.sti-innsbruck.at 47
  • 48. Semantic Analysis • Discovering facts in texts and other sources (audio, video, etc.) • Deriving additional facts from them • Typical tasks: – Topic 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 Analysiswww.sti-innsbruck.at 48
  • 49. Four roles of Semantic Technologies Infrastructure Channels Content Semantic Channelswww.sti-innsbruck.at 49
  • 50. 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 vocabularieswww.sti-innsbruck.at 50
  • 51. The three dimensions RDFs 1998 RDF 1999 RDFa 2004 Microformats HTML 2005 Meta OWL Element 2007 s SPARQL 2008 OWL 2 Format 2009 RIF e.g. RDFa 2010 Microdata 2011 Implementation e.g. OWLIM Vocabulary e.g. foaf ... and a lot morewww.sti-innsbruck.at 51
  • 52. Infrastructure Infrastructure Weaver Channel Manager - Integrates Content Manager - Import Content - Personalizes - Export Content - Interacts - Describes Channels Channels Contentwww.sti-innsbruck.at 52
  • 53. Four roles of Semantic Technologies Infrastructure Weaver Channel Manager - Integrates Content Manager - Import Content - Personalizes - Export Content - Interacts - Describes Channels Channels Content Semantic Content Modelwww.sti-innsbruck.at 53
  • 54. Semantic Content Modelling Separate content and channel. Same Eventwww.sti-innsbruck.at 54
  • 55. Separating Content and Rendering • Analogy: – Content may be presented differently in different contexts. – Therefore, it should be modeled independent from a specific representation – Stylesheets connect content with a specific 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:dieter.fensel@sti2.at" itemprop="email">dieter.fensel@sti2.at</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 55
  • 56. Separating Content and Rendering• Style Sheet 1: body { background-color: rgb(220,220,255); font-family:"Times New Roman"; font-size:20px; } img { float: right; } span[id="property"] { display: block; font-style: italic; } span[itemprop] { font-weight: bold; font-style: normal; } a:link { color: green; font-style: normal; font-weight: bold; } www.sti-innsbruck.at 56
  • 57. Separating Content and Rendering• Style Sheet 2: body { font-family:"Calibri"; 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 57
  • 58. Use an Ontology to model the contentwww.sti-innsbruck.at 58
  • 59. 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 59
  • 60. Use a weaver to align content and channels Branch specific OntologyDistribute content Collect feedback Weaver + statistics Web/Blog Social Web Web 3.0/Mobile/Otherwww.sti-innsbruck.at 60
  • 61. Semantic Channel Modelling Branch specific OntologyDistribute content Collect feedback Matcher + statistics Web/Blog Social Web Web 3.0/Mobile/Otherwww.sti-innsbruck.at 61
  • 62. 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.www.sti-innsbruck.at 62
  • 63. Communication & Engagement • 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.) • For effective engagement (cooperation) is needed: – Workflow management – Crowd sourcing – Value chain generationwww.sti-innsbruck.at 63
  • 64. SEEKDA SOCIAL AGENTwww.sti-innsbruck.at 64
  • 65. 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 workwww.sti-innsbruck.at 65
  • 66. Multi-channel booking solution • The multi-channel solution for hotel-industry internet distribution seekda! connect seekda! IBEwww.sti-innsbruck.at 66
  • 67. 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 seekdawww.sti-innsbruck.at 67
  • 68. 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?www.sti-innsbruck.at 68
  • 69. Multi Channel Communication and Yield Management • 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 marketingwww.sti-innsbruck.at 69
  • 70. Multi Channel Communication and Yield Management + SCEI *sky = holistic multi channel communication and revenue management for the hotelierwww.sti-innsbruck.at 70
  • 71. Touristic Portal • Multi-channel communication (SCEI *sky) • seekda booking engine • Linked Open Data (LOD) • On the fly service integration as you pay • Everything integrated into a comprehensive mapwww.sti-innsbruck.at 71
  • 72. 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-interestwww.sti-innsbruck.at 72
  • 73. On the fly service intergation as you pay • Data and services from destination sites integrated for recommendation and booking of – 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 solutionwww.sti-innsbruck.at 73
  • 74. Everything integrated: Tourist Map Austria • Based on Open Street Mapwww.sti-innsbruck.at 74
  • 75. Everything integrated: Tourist Map Austria • Based on Open Street Map • Increase on-line visibility for hotel and destination via multi- channel communication - SCEI SCEIwww.sti-innsbruck.at 75
  • 76. Everything integrated: Tourist Map Austria • Based on Open Street Map • Increase on-line visibility for hotel and destination via multi- channel communication - SCEI • Hotels, ski passes, etc. directly bookable – seekda engine SCEIwww.sti-innsbruck.at 76
  • 77. Everything integrated: Tourist Map Austria • Based on Open Street Map • Increase on-line visibility for hotel and destination via multi- channel communication - SCEI • Hotels, ski passes, etc. directly bookable – seekda engine • LOD to integrate and lookup data about hiking trails, ski slopes, etc. SCEI LODwww.sti-innsbruck.at 77
  • 78. Everything integrated: Tourist Map Austria • Based on Open Street Map • Increase on-line visibility for hotel and destination via multi- channel 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 LODwww.sti-innsbruck.at 78
  • 79. SUMMARYwww.sti-innsbruck.at 79
  • 80. 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 80