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A semi-automated, personalized communication environment: An approach to stakeholder communication for non-profit organizations

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Diplomverteidigung von Dirk Reinhold zum Thema "A semi-automated, personalized communication environment: An approach to stakeholder communication for non-profit organizations" am Lehrstuhl für Wirtschaftsinformatik, insbes. Informationsmanagement (www.wiim.de) an der Technischen Universität Dresden.

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A semi-automated, personalized communication environment: An approach to stakeholder communication for non-profit organizations

  1. 1. A semi-automated, personalized communication environment An approach to stakeholder communication for non-profit organizations Dirk Reinhold
  2. 2. Preface Communication and personalization <ul><li>Information </li></ul><ul><li>Causes and campaigns </li></ul><ul><li>Mobilize </li></ul><ul><li>Get supporter involved </li></ul>Communication Personalization <ul><li>Preference-based information </li></ul><ul><li>Limitation of information </li></ul>
  3. 3. Agenda <ul><li>Strategic objectives </li></ul><ul><li>The information model </li></ul><ul><li>A supportive framework </li></ul><ul><li>Segmentation </li></ul><ul><li>Conclusion </li></ul><ul><li>Outlook </li></ul>
  4. 4. Preface Strategic objectives <ul><li>Communication </li></ul><ul><ul><li>Preference-based delivery </li></ul></ul><ul><ul><li>Decreased amount of information delivered </li></ul></ul><ul><ul><li>Feedback loops </li></ul></ul><ul><li>Organization – Supporter Relationships </li></ul><ul><ul><li>Nearness between organization and its supporters </li></ul></ul><ul><ul><li>Creating capabilities of involvement </li></ul></ul><ul><li>Customer Relationship Management </li></ul><ul><ul><li>Enhancing segmentations </li></ul></ul><ul><ul><li>Success of mobilization and campaigning </li></ul></ul><ul><ul><li>Better transfer of causes </li></ul></ul>
  5. 5. The information model
  6. 6. A supportive framework Framework structure Content layer Semantic layer Presentation and application layer Project repository Logical component Personalization component Database component Content repository
  7. 7. A supportive framework Content layer Content layer Database component Content repository
  8. 8. A supportive framework Semantic layer Content layer Semantic layer Project repository Logical component Database component Content repository
  9. 9. A supportive framework Personalization (1) Content layer Semantic layer Presentation and application layer Project repository Logical component Personalization component Database component Content repository
  10. 10. Segmentation Segmentation on demand http://blogs.freshminds.co.uk/research/wp-content/uploads/2008/12/oranges.jpg
  11. 11. Segmentation Segment data gathering
  12. 12. Conclusion <ul><li>Approach to a framework that supports personalized information exchange </li></ul><ul><li>Basis for extended segmentation on demand </li></ul><ul><li>Impacts (external) </li></ul><ul><ul><li>Active involvement in causes </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Topically, preference-based information </li></ul></ul><ul><li>Impacts (internal) </li></ul><ul><ul><li>Knowledge about supporters </li></ul></ul><ul><ul><li>Project integration </li></ul></ul><ul><li>Applicable for internal and/or external purposes </li></ul>
  13. 13. Outlook <ul><li>Implementation </li></ul><ul><ul><li>Information structure </li></ul></ul><ul><ul><li>Semantic editing </li></ul></ul><ul><ul><li>Backend </li></ul></ul><ul><ul><li>Presentation layer(s) </li></ul></ul><ul><li>Analysis of implicit information </li></ul><ul><ul><li>Linguistic analysis </li></ul></ul><ul><ul><li>Natural Language Processing </li></ul></ul><ul><li>Motivational aspects to enhance personalization </li></ul><ul><li>Transform the local implementation to a global implementation that supports the organization‘s structure </li></ul>
  14. 14. A semi-automated, personalized communication environment An approach to stakeholder communication for non-profit organizations Dirk Reinhold
  15. 15. Backup (1) Framework (complete)
  16. 16. Backup (2) Logical component
  17. 17. Backup (3) NPO and its stakeholders
  18. 18. Backup (4) Research design <ul><li>Design of a framework </li></ul><ul><li>That allows personalized information exchange and </li></ul><ul><li>Enriches stakeholder communication </li></ul><ul><li>How to approach a framework that supports semi-automated , outbound single source multiple media information delivery based on personalized stakeholder portfolios ? </li></ul><ul><li>What are the implications for the internal management of information based on this framework and in what way the re-engineering as integrated approach influences the existing organization-donor relationship and capabilities of the organization? </li></ul><ul><li>What further research is necessary to establish a sustainable information model that allows automation of bi-directional stakeholder communication? </li></ul>Research aim Research questions
  19. 19. Model modification Application of scopes
  20. 20. Model modification Application of facets

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