STI2 Online Strategy 2012


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  • Static Web 1.0 to a dynamic, highly communicative Web 2.0
  • The consumer has an important part in the online marketing of companies (to the better or the worst)
  • It’s all about presenting static information!Web sites are only once in a while updatedNo social interaction
  • 16,948 visits in totalof which were 12,176 unique visitors.29.55% of all visits were returning visitors.In average a visitor watched 2.80 pages and stayed 2:40 minutes. TopographyAustria (16.51%), the United States (12.59%), Germany (8.41%), and the United Kingdom (6.65%)Top Search Terms “sti international”, “sti2”, “sti”, “” and “”. same name as a gun company, and short form of a disease  expected high Bounce Rate from people using these keywordsThe Bounce rate describes the percentage of single-page visits or visits in which the person left the site from the entrance (landing) page.
  • Stats by May 12, 2012* Friends of friends: The number of unique people who were friends with people who liked your Page
  • Circles: “Interest groups” – “subscribe” to someone by adding him to a circle+1: 45 people22 people have STI International in a circle
  • “Twitter for Business ( detailed statistics specializes on the impact factor of advertisement on TwitterTwitter for Businesses is currently in developmentmost of its features like “Promoted Trends” or “Promoted Tweets” are still in a beta phase, only available for a selected group of advertisers. Costs: individual plans – but what a leaked email showed, it is quite expensiveMaybe this will change with “Twitter for Small Businesses”
  • 447 subscribers and overall 196,195 video views
  • LinkedIn:Biggest, professional social networkPost news on profileAdd eventsThe company profile has 24 followers and 6 so-called 1st Connections.XING: More popular in German speaking countriesThe company profile has 6 followers.
  • In progress
  • STI2 Online Strategy 2012

    1. 1. STI International Online StrategyCopyright 2011 STI - INTERNATIONAL
    2. 2. Overview• Motivation• How to communicate?• Web 1.0 - The Classic Web• Web 2.0 - The Social Web• Web 3.0 - Taking the next step
    3. 3. Motivation – Fundamental Changes• Web has radically changed our communication possibilities.• Discussion forums, blogs and social media platforms are spaces where people can communicate and socialize in 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 of community – and user generated content, business are increasingly losing the power to dictate the communications agenda.
    4. 4. Motivation – Fundamental Changes Media spread in 1990 TV Print SALE!!! Radio MailTraditional Methods Telephone survey Focus Groups
    5. 5. Motivation – Fundamental ChangesMedia spread in Page Views Clicks Session Register Rate 2012 Optin Blog Digg Post Bookmark Review Share Like Fan (Re)Tweet TV Make Video Web 2.0 methods Print Radio SALE!!! Mail Traditional Methods Telephone survey Focus Groups
    6. 6. Motivation - Implications • Transfer of creative power from the company to the consumer • Marketing is happening around consumers • Communication is about talking, listening, and
    7. 7.
    8. 8.
    9. 9. It’s all about reading and writing! Online Communication, is complex and not static at all. People communicate in parallel over different channels, and their roles as sender and receiver are changing
    10. 10. How do we communicate online? The classical Sender-Message-Channel-Receiver (SMCR) models no longer scope with the ever changing communication situations that arise especially in Online Communication.  Basis for an adapted communication model that addresses these issues by introducing different sub-tasks that are repeatedly executed A Lifecycle for Online Communication: • Design of an information item • Dissemination of an information item over suitable channels • Observation of communication acts • Measure, analysis, and aggregation of the information
    11. 11. A Lifecycle of Communication Measure Analyze Aggregate Observe Design 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
    12. 12.
    13. 13. Web 1.0 – The Classic Web STI International Web site
    14. 14. Web 1.0 - Web site • Core point of STI International Online Communication • All information on the organization – Mission, Members and Partners, Interact – Incl. News and Events • CMS: Drupal 7.x – Open Source, flexible, extendable – RDFa and Metadata (see Web 3.0) • Track impact via Google
    15. 15. Web 1.0 – Some numbers (January 1, 2011 to December 31, 2011)
    16. 16. Web 2.0 – The Social
    17. 17. Web 2.0 - FacebookSince August 2011, Facebook Fan page replacing the STIInternational Facebook Group• 74 Likes• 23,484 Friends of Fans• 20 individual posts• 5 people talked about it each week• 67 people each week were reached
    18. 18. Web 2.0 - Google+ 3514151965/ • Rather new (but more people are joining every day) • Less features than Facebook e.g. no (user created) Apps to extend 45 the basic features of pages • No statistics right now • In heavy development, always 22
    19. 19. Web 2.0 - Twitter • Easy, fast and dynamic  Automatically posting of news from the STI International Web site • 177 tweets • 166 followers!/sti 2 • New: “Twitter for Businesses”
    20. 20. Web 2.0 - YouTube STI International channel since October 15, 2009 at
    21. 21. Web 2.0 - YouTube Videos• The Future Internet: Service Web 3.0: atch?v=off08As3siM• SOA4All in the Future Internet of Services: atch?v=7ia8Fg8BDbQ• LarKC – Large Knowledge Collider: atch?v=hjUbbl4cnAE
    22. 22. Web 2.0 - LinkedIn and XING Professional networks for companies and individuals – Engaging employees (former, current, future) – Engage costumers ompany/sti- ompanies/stiinternation international_2 al/
    23. 23. Slideshare • Social platform for sharing presentations, documents, PDFs, videos and webinars • Free and Pro Accounts • Only 1 presentation with 390 views!
    24. 24.
    25. 25. Web 3.0 – An overview What we use • Web site enriched with RDFa and Microdata – E.g. useful for SEO • OWLIM Triplestore • SPARQL 1.1 with SPARQL Service
    26. 26. Web 3.0 – More details • CMS (Drupal 7.x) + Web 3.0 • Web site has SPARQL Endpoint: • Main Ontologies – – FOAF – DC • Integration with OWLIM – In the future also with DACODI (publishing API) and Semantic Web Dog
    27. 27. Web 3.0 – The
    28. 28. Web 3.0 – How it works • In-House developed CMS modules for DACODI and OWLIM • Reaction on changes – OWLIM: Create/Read/Update/Delete – Dacodi: Create • Export to REST APIs – OWLIM: RDF – Dacodi:
    29. 29.