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
- walk-in customer
- telephone
- email
- fax
- hotel website
hotel website
- review sites
HOTEL
RECEPTION

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The Crazy Hotelier
- walk-in customer
- telephone
- email
- fax
- hotel website
hotel website
- review sites
- booking sites
HOTEL
RECEPTION
The Crazy Hotelier
- walk-in customer
- telephone
- email
- fax
- hotel website
hotel website
- review sites
- booking sites
- social network sites
HOTEL
RECEPTION

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The Crazy Hotelier
- walk-in customer
- telephone
- email
- fax
- hotel website
hotel website
- review sites
- booking sites
- blogs
HOTEL
RECEPTION
The Crazy Hotelier
- walk-in customer
- telephone
- email
- fax
- hotel website
hotel website
- review sites
- booking sites
- blogs
- fora & destination sites
HOTEL
RECEPTION

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The Crazy Hotelier
- walk-in customer
- telephone
- email
- fax
- hotel website
hotel website
- review sites
- booking sites
- blogs
- chat
HOTEL
RECEPTION
The Crazy Hotelier
- walk-in customer
- telephone
- email
- fax
- hotel website
hotel website
- review sites
- booking sites
- blogs
- chat
- video & photo sharing
HOTEL
RECEPTION

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The Crazy Hotelier
The Hotelier doesn’t
only has to deal with an
overwhelming number of
communication
channels, but also haschannels, but also has
to pay up to 15% sales
commissions to the
booking 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 product
positioning
• Reduce the amount of work required for filling out and
observing the various communication channels
• Reach the greatest possible target audience with the
g p g
smallest 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 increasing
the 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 various
communication 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. Summary
Image taken from: http://www.rgbstock.com
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What is Dissemination?
• The vital importance of receiving, synthesizing and
communicating online information is increasing
dramatically in our current digital age.
• Dissemination (from the Latin dissēminātus = “sowing
seeds”, “scatter wildly in every direction”) refers to the
process of broadcasting a message to the public without
direct feedback from the audience.
• Takes on the view of the traditional view of communication
which involves a sender and a receiver.
• The message carrier sends out information to many in a
broadcasting system (composed of more than one
broadcasting system (composed of more than one
channels).
• Harmsworth et al. (2000) define dissemination as the
“delivering and receiving of a message”, “the
engagement of an individual in a process” and “the
transfer of a process or product”.
27
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, or
channel, refers either to a physical transmission medium such as a wire, or to a
logical connection over a multiplexed medium such as a radio channel.” (Wikipedia
Channel (communications), 2012)( ), )
• A channel is a means of exchanging information in the on-line space; a “place” where
one can find or leave information, whether it is unanimously referred by a URI or
addressed through a service.

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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 Awareness
f 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 is
helpful 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 and
profile 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 deeper
understanding 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” within
their 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, electronic
media, 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 basic
principles underlying specific practices and the settings in which these practices may
be 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 on
columns 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 and
outcomes.
• 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 navigate
interface (Keep It Simple, Stupid!)
• Although created through a collaborative process, Wiki websites can be considered
static forms of online broadcasting as the information contained in them remains the
same for long periods of time (i.e. the collaboration process is mostly employed for
adding new data or editing/correcting existing one).
• Wikipedia is an equally important channel that should be mentioned (although articles
are 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 for
Dieter 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 and
interacting with content generated by users.
• Blogs: pages where people present their ideas, views and opinions on a particular
subject
• 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-consuming
and costly
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Good practices:
• Each new item has its own URL (in order to be bookmarked, shared, returned in
search results etc )search results, etc.)
• Should contain a pointer to a more detailed description about the information items
described;
• 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 considering
first the length of message and second –first the length of message and second
the 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 website
manually
– 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 the
members of a communitymembers of a community
• It constitutes the primary means of collecting and spreading the results achieved
through 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 art
reviews) 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 automatically
receive 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 send
material to multiple recipients.
– Announcement lists (Newsletters, periodicals, advertising – used primarily as a one-way
conduit of information and can be “posted to” by selected people) vs. Discussion lists (any
subscriber 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 a
wider audience, they should be ignored for
external use and focus should be primarily on
external means of communication
• Email is a good method of sharing information on
a one-to-one basis (e.g. mail this website to a
friend)
• 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, mailing
lists will not perform efficiently if they are not carefully targeted and offer recipients
the option to subscribe/ unsubscribe whenever they wish.
• Note!: there are legal requirements associated with the possibility to
subscribe/unsubscribe and the storage of and access to personal data [European
Commission, 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 the
content in both actual and aggregate files.
• The actual messages are called microposts.
• Commercial microblogs exist to promote websites, services, products or
collaboration 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, arranged
chronologically, 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 pretty
regularly.
• 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 will
expire 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 and
geospatial 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 or
OpenOffice presentations
• Slide decks can then be viewed on the site itself, on hand held devices or
embedded on other sites
• SlideShare also provides users the ability to rate, comment on, and share the
uploaded 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 important
and prominent events such as conferences, summer schools, workshops and science
promotional events from many scientific fields.
• The portal is aimed at promoting science, exchanging ideas and fostering knowledge
sharing by providing high quality didactic contents not only to the scientific
sharing by providing high quality, didactic contents not only to the scientific
community but also to the general public.
• All lectures, accompanying documents, information and links are systematically
selected 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 bookmarks
of resources online.
Social Bookmarking
• Descriptions may be added to these bookmarks in the form of metadata, so users
may understand the content of the resource without first needing to download it for
themselves.
• 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 to
be shared with others.
• Anyone can participate in social bookmarking.
71
Sharing
delicious
F d d i 2003
Social Bookmarking
• Founded in 2003
• Is a social bookmarking web service for storing, sharing, and discovering web
bookmarks.
• Characterized by a non-hierarchical classification system in which users can tag each
of their bookmarks with the desired index terms (which generates a kind of
folksonomy)
• 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 the
site is not focused on storing private bookmark collections
• But users have the ability to mark some as private and imported ones are private by
default
72

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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 they
like 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 human
opinions with machine learning of personal preference) to create virtual communities
of like-minded Web surfers.
• Rating Web sites update a personal profile (a blog-style record of rated sites) and
generate 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".
75
Sharing
reddit
Social Bookmarking
• Is a social news website where the registered users submit content, in the form of
either a link or a text "self" post.
• Other users then vote the submission "up" or "down," which is used to rank the post
and 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 million
visitors *
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 using
simplified 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 link
creation 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 that
constantly changes the Web site landscape
• However – once created the information remains static until another user edits or
deletes it.
*http://www.wiki.org/wiki.cgi?WhatIsWiki
77
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-time
with other users.
• Google Docs combines the features of Writely and Spreadsheets with a presentation
program incorporating technology designed by Tonic Systems.
• Data storage of files up to 1 GB total in size was introduced on January 13, 2010, but
has since been increased to 10 GB, documents using Google Docs native formats do
not count towards this quota.
q
• Its main features rely on storage, file limits, and supported file formats
79
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 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 organizations
81
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 (the
company has also launched a separate instant messaging service), receive automatic
notifications, take part in games, etc.
82
* 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 the
web.
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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
86

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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; name
was changed to Xing in November 2006
• Main competitor is LinkedIn
• Seems to attract more small business and independent business owners than its
competitors
• 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 a
separator character
– Private message
– Attachment
– BBCode and HTML
– Emoticon or smiley to convey emotion
– Poll
– RSS and ATOM feeds
– Other forum features
91
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 purpose
of the services is to enable collaboration, knowledge and information sharing and
open discussions
• Examples: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups, Xing
Groups.
• 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 (can
use 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 inviting
members 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, Google
Sites
94

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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 a
web 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 as
h hi ll l d
a homepage, message archive, polls, calendar
• announcements, files, photos, database functions, and bookmarks
96

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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 communicate
broadly with people who like them.
• Pages may only be created and managed by
official 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 groups
of people to communicate about shared
interests.
• 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 track
the 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 Influencers
board 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 people
commented.
99
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; name
was changed to Xing in November 2006
• Main competitor is LinkedIn
• Seems to attract more small business and independent business owners than its
competitors
• 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 No
conversation
(
members)
Shared email Yes Yes Yes No No
Upload content (documents,
images, videos)
Not part of
groups
Google 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 places
the 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 all
participants.
• 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.
103
Social Network vs. Online Discussion Groups
• Moderators and administrators ensure that the ODG’s internal code of conduct is
followed;
• 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 the
group) to communicate
• SN vary in size and heterogeneity;
• In SN different members have access to different resources (e.g. some members
might 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. . .”
106

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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
107

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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 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, we can create rich snippets—
detailed information intended to help users with specific queries.
Overview
Format
e.g. RDFa
I l t ti
Implementation
e.g. OWLIM
Vocabulary
e.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.
– OWLIM - a family of semantic repositories, or RDF database management system
111
* 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:
RDFsRDFs
1998
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 not
provided 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 that
information stored in meta elements (especially the keywords attribute) was often unreliable
and 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
115
• 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 for
embedding rich metadata within Web documents.embedding rich metadata within Web documents.
• Adds a set of attribute-level extensions to XHTML enabling the embedding of RDF
triples;
• 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 the
same 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 semantics
of 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
117
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 the
property 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 the
metadata is about).
118

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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 for
authoring ontologiesauthoring ontologies
• WebOnt developed OWL language
• OWL based on earlier languages OIL and
DAML+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
120

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61
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 primarily
needing 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 sublanguage
is 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
121
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
122

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62
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>
123
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 y
them
• OWL 2 allows the same identifiers (URIs) to denote individuals, classes, and
properties
• Interpretation depends on context
• A very simple form of meta-modelling
124

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63
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 computational
logic) is a trimmed down version of OWL 2 that trades some expressive power for the
efficiency of reasoning.
• OWL 2 profiles
– OWL 2 EL is particularly useful in applications employing ontologies that contain very large
numbers 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 2
ontologies. Source: http://semwebprogramming.org/?p=175
125
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/
126

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64
Format – RIF
• A collection of dialects (rigorously defined
rule languages)
rule languages)
• Intended to facilitate rule sharing and
exchange
• RIF framework is a set of rigorous
guidelines for constructing RIF dialects in a
consistent manner
• The RIF framework includes several
aspects:
S t ti f k
– Syntactic framework
– Semantic framework
– XML framework
• RIF can be used to map between
vocabularies (one of the proposed use
cases)
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 fires
and then performs some action, such as adding more information to the store or retracting
some information.
• Although RIF dialects were designed primarily for interchange, each dialect is a
standard rule language and can be used even when portability and interchange are
standard rule language and can be used even when portability and interchange are
not required.
• The XML syntax is the only one defined as a standard for interchange. Various
presentation syntaxes are used in the specification, but they are not recommended
for 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
128

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65
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
129
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 existing
HTML tags to include meta data in HTML documents
• As of 2010, microformats allow the encoding and extraction of events, contact
information, 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 it
makes semantic information and styling markup hard to differentiate
130

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66
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 to
replace 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 probably
best 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 particular
application (e.g. age group, ethnic group or
occupational classification).
– the cross-tabulations of variables available in area
tables may not be those needed for a study (e.g. counts
of individuals by age and ethnic group and occupation).

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67
• Examples:
– Google may use microdata in its results pages:
– Opera from version 11.60 is the only current stable release of a browser that supports
microdata:
– 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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68
• 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 representing
information about resources in the World Wide Web.
• RDF provides a common framework for expressing information so it can be
exchanged between applications without loss of meaning.
• It is based on the idea of identifying things using Web identifiers (called Uniform
Resource Identifiers, or URIs) and describing resources in terms of simple properties
and property values
• Thus, RDF can represent simple statements about resources as a graph of nodes
and 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 the
data 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:RDF
xmlns: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 ?fullName
WHERE {?x vCard:FN ?fullName}
@prefix ex: <http://example.org/#> .
@prefix vcard: <http://www.w3.org/2001/vcard‐rdf/3.0#> .
ex:john
vcard: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:mary
vcard: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 best
practice for exposing, sharing, and connecting pieces of data, information, and
knowledge 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 connections
people have with each other, their jobs and the items important to their lives;
• Because the connections are so vast in number, human interpretation of the
information may not be the best way of analyzing them.
• FOAF is an example of how the Semantic Web attempts to make use of the
relationships 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 whose
sha1 hash is..."
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Vocabulary – GoodRelations
• A lightweight ontology for annotating offerings and other aspects of e-commerce on
the 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 particular
set of branches across the country.
• Also, most if not all commercial and functional details of e-commerce scenarios can
be expressed, e.g. eligible countries, payment and delivery options, quantity
discounts, opening hours, etc.
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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 and
generic resource descriptions.generic resource descriptions.
• Metadata terms are a set of vocabulary terms which can be used to describe
resources for the purposes of discovery.
• The terms can be used to describe a full range of web resources: video, images, web
pages 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 and
RightsHolder;— as well as a group of element refinements, also called qualifiers, that refine
the 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!
153
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 Core
in 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 how
qualified Dublin Core metadata can be encoded
in 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 “total
materialization”
• 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 knowledge
bases
• 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 semantic
web 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 to
add, 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
161
Pitfalls of Dissemination
• Online dissemination methods are forms of electronic marketing, BUT there are
important differences between electronic spam and conventional marketing
techniques.
• For instance, common sense dictates that there’s no reason to send an
advertisement 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 a
partner that cannot understand such details)
• The method of dissemination must be particularly crafted for the channel selected to
disseminate: the message should be shared on channels that permit it otherwise it
disseminate: the message should be shared on channels that permit it, otherwise it
will be considered spam.
162
• A dissemination channel should not be intrusive: a member should be
asked before being subscribed to a specific list, and should have the
option 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
164

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Communication
Multi-
Channel
Publishing
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 dissemination
of the message;
− the effect of the message on the behavior of
the customers related to an enterprise,
the offered products and services;
− the influence to the customers and their
reaction 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 open
communication climate.
• “Feedback refers to a relationship between the behavior of the speaker, the response
of 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 as
feedback.” 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 to
understand in deep the impact of their work and products to the audience by knowing what
people 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 the
effectiveness of the current activities.
– Modify the current dissemination activities according to the reports in order to be more
effective 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 our
message 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 the
audience 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 the
dissemination. 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. This
reflects the influence of the enterprise. The enterprise should be sure the messages are
reaching 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
175
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
179
Microblogging
Twitter
• Tweets
• Followers
• Retweets
• Mentions
Tumblr
N b f N t
• Number of Notes
• Number of Reblogs
180

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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
181
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
185
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
187
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 in
unrelated 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 metrics
S 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 on
a structures set of social relationships among admirers of a brand (Muniz and
O’G i 2001)
O’Guinn, 2001)
• Feedback and impact can be measured by employing analytics inside the community
itself (surveys, polls, etc.)
190

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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 an
RSS feed
• Use standard web logs to see the number of times the image is viewed and
determine the number of times the feed was accessed
192

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Newsletters:
• Number of subscribers (no un-intrusive method of verifying whether the information
has 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 (!!)
194

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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
195
Social networks
• Facebook
– Facebook Insight for Pages, Apps and
Websites
– Facebook Insights provide aggregated, non-
personally identifiable information to Facebook
Page owners and Facebook Platform
developers
– Statistics for Likes, Reach, and Talking about
this
this
– Insight API allows access to these statistics for
Platform 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
197
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 small
number of people information that concerns only them (e.g. a skype conference
disseminating 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
201
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
207
Collaboration
• The success of collaboration can either be observed instantly (e.g. a finished Google
Document) 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 projects
and responses resulting from the collaboration session (e.g. creating software
platforms 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 the
group’s resources (conversations shared documents etc )
group s resources (conversations, shared documents, etc.)
• Use third party applications (such as social media monitoring tools)
209
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 and
propagation, such as seed
• Purposes of dissemination: for awareness, understanding, and action.p , g,
• Classification: static, dynamic, sharing, collaboration, group communication, and
semantic-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 established
online communities; e.g. Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn
Groups, 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 the
limitation / 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 European
C 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 Dissemination
Strategy 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
Social
Media
Monitoring
Multi-
Channel
Publishing

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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 and
analysis of social media networks and social communities It supports aanalysis 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#Monitoring
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• SMM 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.
• Hearing: is an accidental and automatic brain response to sound that
requires no effort.
Are you listening?
221
• 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, analyzing
and measuring their activity in relation to a brand or enterprise
• Offer access to real customers’ opinions, complaints and questions, in real
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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 is
gold dust to big companies that want to spot trends, or find out what
customers 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 very
image—migrates from traditional media to social media, companies need to
become increasingly adept at paying attention to how they're being
perceived in the online world.”
Th Ab d G F b 2008
– The Aberdeen Group, February 2008
225
• Provide valuable insight from the side of enterprises regarding which
strategy 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 of
interest, which greatly exceeds that of a traditional survey
approach.
• Social Media Monitoring is more precise, faster and more
economical than traditional expert panel analysis.
• Information is conveyed to someone who can absorb,
process and formulate a response – it’s really hearing vs.
listening.
227
• 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
231
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
233
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
235
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
237
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 NEWS
AGGREGATORS
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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
242

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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
243
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 p
comes very negative).
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Data analysis
• Having established a listening grid that captures data and posts around the
topics the user is interested in, the next step is to analyze the data and
produce actionable reports and insights for the user of the tool.
• The analysis is of particular importance as it encompasses the methods
used 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
245
Sentiment analysis
• The effort of finding valuable information in user-generated data is called opinion
mining. Sentiments are determined using elements of computational linguistics, text
analytics, and machine learning elements, such as latent semantic analysis, support
vector machines, Natural Language Processing., g g g
• Main purpose is measuring the attitude, opinion, emotional state, or intended
emotional communication of a speaker or writer.
• A sentiment score can be extremely useful in evaluating a large data set of social
brand mentions, as well as allow enterprises to filter content based on positive or
negative comments, thus isolating the themes or issues that have determined the
developed sentiment.

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Sentiment analysis
• The major method of extracting sentiment from user generated content is Natural
Language Processing (NLP). Sometimes called text analytics, data mining or
computational linguistics, NLP refers to the computerized process of automatically
analyzing the meaning of human language.y g g g g
• Pros: The automatic techniques are tireless, fast, consistent (they do not make
random errors), and can be improved over time. They offer comparable results to
humans in real world scenarios.
• Cons: Automated sentiment technology cannot reach the quality of a human
annotator.
Historical data
• The user has access only to captured data about
topics that he has requested to monitor. Thus, he
should proactively monitor topics in order to
recognize problems and new opportunities.g p pp
• Access to previously captured data is required in
order to compare the current metrics and reports
related to the monitored topic with any previous
state of it. It is necessary to understand the
improvement of a strategy in the long-run and
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Historical data
• Exploit the historical data of your monitoring
process in order to figure out the strong points of
your company throughout the years and the points
that hinder the further development.p
• Measure the impact of your various online
marketing campaigns, compare them and modify
them in a productive way.
• Discover actionable insights based on the overall
image of the enterprise and act in the appropriate
image of the enterprise and act in the appropriate
way.
249
Dashboard
• A user interface that organizes and presents information in a manner that is easy to
read 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 and
provide a wide range of visualization tools.
• Present information about demographics, trend topics around
the 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 report
Implements the Dashboard concept. A lot of effort is taken to encapsulate SM2 data
into consumable, easy-to-understand results. This new Storyboard report gives users
an infographics-like report that is easily exportable.
• Alerting
Users can set threshold-based alerts whenever overall volume or sentiment changes
by specific numbers or percentages as compared to a previous time period. When
an alert is initiated, the user will be emailed of the notification with the pertinent
information and a quick link into SM2 with the relevant report details.
253
Alterian SM2
• Historical data
Extensive Social Media Warehouse with historical data containing over 20 billion
social media mentions, blogs, tweets, posts, images and conversations. This data
includes in-depth information for each search result, including 36 types of data
ranging from the date of publication to the physical location of the content creator.
• Sentiment Analysis
Provides word parsing, weighting, proximity and Natural Language Processing to
enable 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 how
Google searches the Web, goes and visit websites from all around the world.
But, visits the web in near-real time!
• Cleaning Data
From adverts and navigation text, spam, dates (you can accurately filter your
brand’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 generic
to provide relevant results (think Orange or Next). To address this their query
definition engine supports advanced query definition syntax including some special
definition engine supports advanced query definition syntax, including some special
fields which allow for far more accurate query setups.
• Analysing Data (Sentiment analysis, query matching)
• Presenting Data (Dashboard, API)
255
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
• MonitoringMonitoring
Monitoring of over 100 million online sources in 48 languages as well as TV and
radio from a single source. TV and Radio content is transformed automatically into
written content which is searched through and analyzed.
• Analysis
Articles are analyzed to identify mutual influences and quantify effects of opinion
leaders. Influential authors, sources and stakeholders are identified. Means to
measure the impact of the campaigns.
• Dashboard
The tool is web-based and provides an overview of the themes landscape via a user
interface. You can evaluate your communication in comparison to that of your
competitors.
257
Radian6
• Radian6 Analysisad a 6 a ys s
Regarding the listening, you can choose what channels to monitor, which countries
and languages you are interested in to listen to and the most important of all, what
would you like to listen to and which are the hot topics for you.
• Radian6 Insights
Helps you to go beyond the discovery of posts to uncover true social actionable
insights in real-time.
• Summary Dashboard
Monitor the health of your brand on the social web in one convenient, pre-configured
application with the Radian6 Summary Dashboard. In one easy-to-read view, learn
more about the volume, overall sentiment, key demographics, influencers and more
around your brand, product or competition.
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Radian6
• Engagement Console
The solution to scaling social media engagement across your organization. ThisThe solution to scaling social media engagement across your organization. This
desktop application helps your company listen, engage, and measure your outreach
across teams and departments.
• Mobile iPhone app
Information today moves faster than ever before, and since the social web doesn’t
stop when you’re away from your desk, you need to remain aware of the
conversations around your brand at all times.
• API and extensions
additional flexibility to the social data pulled from Insights and the Engagement
Console through our API and integrations with external applications
• >3,000 clients – including over half of the Fortune 100 companies
259
Market
The available Social MediaThe available Social Media
Monitoring tools that are available
in the market have been reviewed
by various organizations and
marketing research laboratories.
The SMMs come in different
shapes and sizes in order to
fulfill the requirements of potential
consumers of their services.
Most of the tools cover the core
features that have been presented
in the previous slides.
Source: Forrester Research
Listening 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)
261
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 for
languages 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 and
formats.
• 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. Summary
263
Social Media
Monitoring
Multi-
Channel
Publishing

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Next Step: Response!
Response! Engage!
• Customers need answers to their questions and you need to defend your brand on
the 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 successfully
engage your market and a build community of advocates who will spread your
message virally in your market.
• The engagement concept refers to the ability of the tool to support reaction with the
social media posts. Many tools today offer the integrated possibility to reply to posts
and follow up to any mention, complaint or question that is needed or has some
opportunities.
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 social
media.
• The hardware company is able to listen to the complaint of this customer in real time
as they are using a Social Media Monitoring tool to capture discussions in the social
networks that are related to their brand.
• The issue of the customer is forwarded to the helpdesk of the company and they
contact 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 most
urgent issues and assign them to the responsible person with the right deadline as
well as, suggest which channel to use for the response.
Prerequisite: Workflow management
Workflow 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 missedstreams, 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.
Main goals:
• Coordinate and track who at our firm is engaged, who said what to whom, who
manages what relationships, etc.
• Consider how to get the right information to the right team on an ongoing basis – as
volume increases ad hoc methods won’t scale.
• Classify and tag posts, adjust sentiment, and route them for follow up and
engagement.
• Internal exploitation of the external feedback in a productive way. The feedback is
routed 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 minimum
requirement 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 other
current or potential customers
• Marketing intelligence: highly engaged
• Marketing intelligence: highly engaged
customers can give valuable
recommendations for improving the quality of
the products offered
269
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. Summary
271
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
Social
Media
Monitoring
Multi-
Channel
Publishing

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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 of
imparting or interchange of thoughts, opinions, or information by speech, writing, or
signs.*
• 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 two
interacting agents share a common set of signs and a
common 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
277
Directional Streams
• Vertical communication:
– Descendant: Communication that begins in the top management for an enterprise and flows
in 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.ht
Image 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 horizontal
communication)
• 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 that
interferes with one listening to a telephone conversation.
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Communication process elements*:
• Transmitter or communication’s message source: initiates the communication
process 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 during
the 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. Can
be transmitted by the same channel or a different one.
* http://www.knoow.net/en/sceconent/management/communication.htm
Image: http://www.productphotographers.net/wp-content/uploads/images/process.j
281
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 and
in 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 other
media.
• It suggests a “push” model in which sources of information can inflict it on
destinations.

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In the real world of media:
• Destinations are self-selecting “consumers” of
information 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 elongated
periods of time and/or modified in some ways
before they are accessed by the “destination”.
• Communication is almost never unidirectional and
it is often indirect.
285
• Communication is bidirectional
• Agents interact and communicate in parallel, permanently alternating their role in
these 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 not
isolated).
• Computer mediated communication is compared to other forms of communication
media 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 only
TALK
LISTEN
to
response
Online Communication
• It is not bound by physical, temporal
and social limitations.
• Anonymity and privacy depends on
the context of the channel used.
• enables large number of audience to
transmit 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
Measure
Analyze
Aggregate
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.
292

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Communication
Overview
3. Trace
5. Multi-Agent
6. Summary
293
Integration of Publication and Monitoring
To make Online Communication
efficient and effective, a tool needs to
• Integrate publication and monitoring
Communication
•Active and reactive communication
• 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
Social
Media
Monitoring
Multi-
Channel
Publishing

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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
Multiplep
Channels
Re-active
Communicati
on
p
Agents
Active vs. re-active communication
Active communication
If an agent starts a communication – the agent takes the role of the message sender – we
talk about active communication.talk about active communication.
Communication
Social Media
Multi-
Channel
Monitoring
Channel
Publishing
296

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• The first step in the Communication Lifecycle will be to design an information item that
will 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 g
Web site.
Measure
Analyze
Aggregate
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.
Communication
Social Media
Multi-
Ch l
Social Media
Monitoring
Channel
Publishing
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• The Communication Lifecycle starts with the observation of all channels. In the next step
impact, 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
Measure
Analyze
Aggregate
DesignObserve
Disseminate
301
Transmitter: guest at
hotel
Reactor: hotelier
Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html
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Communication
Overview
3. Trace
5. Multi-Agent
6. Summary
303
Trace
Tracing a conversation through all
channels involved is crucial for making
communication effective and efficient,
and is therefore required for
Communication
•Tracing the communication
and is therefore required for
• Communication has a history
• The communication history IS the trace
• Communication must be remembered
otherwise it is meaningless
g
Social Media
Monitoring
Multi-
Channel
Publishing

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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 relation
has 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
WHO
Speaker 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
…
Hotel
Website
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 p
his 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 Set
Chanel
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 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, Feedback and Responses
need to be collected from all channels
•Multi-channel switch
Social Media
Monitoring
Multi-
Channel
Publishing
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 be
received on the same channelreceived on the same channel.
• For example, a hotelier might post an offer on Facebook, and receive a response from
Twitter.
• Transmitters must be able to switch cannels properly and identify the channel where
the response will appear.
• Due to the abundance of channels, most of the times there are more than one agents
transmitting and receiving messages – a workflow must be set up to ensure that all
g g g p
agents 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
316

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Hote
l
Clien
t
Communication
Overview
3. Trace
5. Multi-Agent
6. Summary
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Multi-Agent
• Communication requires at least 2
agents: a speaker and a listener
• However communication does not
Communication
• 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.
• More agents may be required when
the communication receives
responses from multiple listeners.
g
•Multi-agent
Social
Media
Monitoring
Multi-
Channel
Publishing
Multi-Agent
• Moreover, due to the lack of time constraints on
online conversations (they may begin at any time,
and be picked up again at irregular intervals), it
may be impossible for a single agent to be on cally p g g
for every response.
• Thus, a client may begin a conversation with one
agent, and receive a response for a different one.
• The trace – explained in the 3rd section, plays an
important role of preparing agents and ensuring
that 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 one
speaker
• 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 sender
knows 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
321
Multi-Agent
1-to-n
• When broadcasting information, usually there is one agent who disseminates information
to 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 for
instance, 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
323
Multi-Agent
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
325
Communication
Overview
3. Trace
5. Multi-Agent
6. Summary
326

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Summary
Communication
•Tracing the communicationg
•Multi-agent
Social
Media
Monitoring
Multi-
Channel
Publishing
Summary
• Communication (from the Latin commūnicātiōn- = “share”) refers to the process of
imparting 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 or
horizontal 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 , g
communicate in parallel, permanently alternating their role in these acts of
communication.
• Communication between two actors has three steps:(1) send message; (2) hear own
message; 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).
329
Summary
• Computer mediated communication is compared to other forms of communication
media based on the following aspects: Synchronicity; Persistence or “recordability”;
Anonymity ; Transience; Multimodal language; and Relative lack of governing codes
of 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
Measure
Analyze
Aggregate
gg g
DesignObserve
Dissemina
te
330

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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 – we
talk 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 where
the response will appear.
• Due to the abundance of channels, most of the times there are more than one agents, g
transmitting and receiving messages – a workflow must be set up to ensure that all
agents 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 never
occur in real life as there may always be more than one listener or more than one
agent.
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.
333
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: SAGE
Publications.
• Warschauer, M. (2001). Online communication. In R. Carter & D. Nunan (Eds.), The Cambridge
guide 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: Cambridge
University Press.
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4. ENGAGEMENT
335
Semantics
Engagement:
•Value‐chain generation
Engagement
Multi-
Communication
•Multi-Agent
•Communication Patterns
•Crowdsourcing
•Workflow Management
Semantics
Semantics
Communication
•Multi-Agent
336
Social Media
Monitoring
Multi-
Channel
Publishing

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Engagement
Overview
1 Workflow management1. Workflow management
2. Crowdsourcing
3. Communication patterns
4. Value-chain generation
5. Engagement
6. Summary
337
Semantics
Workflow Management
Engagement:
Multi-
Communication
•Multi-Agent
Semantics
Semantics
Communication
•Multi-Agent
•Crowdsourcing
338
Social Media
Monitoring
Multi-
Channel
Publishing

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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 g
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.
*http://en.wikipedia.org/wiki/Workflow
339
Why do we need Workflow management?
• Distribute customer feedback internally based on the content of the
incoming/monitored discussions.
• Increase the quality of the services and products by communicating the feedback to
h 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 to
whom, 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 – as
volume increases ad hoc methods won’t scale.
• Classify and tag posts, adjust sentiment, and route them for follow up and
tengagement.
• Ensure all users have reviewed/closed all posts they are assigned.
• Measure which issues closed faster and more efficiently in order to reuse the
used strategies in the future.
• Exploit the monitoring phase of an enterprise’s strategy in the most efficient way by
assigning the appropriate people to take care of the various issues that are coming
through the social media monitoring diode.
• Establish a collaborative environment around the reputation management of a brand
and leverage the effort of each employee to a step towards the enterprise’s public
visibility 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 the
customers realize and modify whatever is needed to improve the quality of the delivered
products 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
344

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Semantics
Crowdsourcing
Engagement:
Multi-
Communication
•Multi-Agent
Semantics
Semantics
Communication
•Multi-Agent
•Crowdsourcing
345
Social Media
Monitoring
Multi-
Channel
Publishing
345
What is Crowdsourcing?
• Crowdsourcing represents the act of a company or institution taking a function once
performed 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), y
individuals. The crucial prerequisite is the use of the open call format and the wide
network 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 of
people 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 to
cut costs. Provides a better value for money.
• Scalability: Crowdsourcing is able to scale tasks and distribute workload in a human
based way and hopefully without any cost (e.g. reCaptcha)
• Numerous ideas from numerous people: A large pool of participants leads to more
ideas, 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 be
l 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 sufficient
quality and efficacy.
• Misuse may introduce more problems that it tries to solve: An enterprise should be sure
that crowdsources tasks without and confidentiality issues. The fact that you post your
task 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 be
beneficial. However, trying to integrate Crowdsourcing in the existing Business model of
a company looks quite tough.
Examples of Crowdsourcing
Application Objective Founder Reward ↑
OpenStreetMap Geographic content
University College
London, 2004
None
ReCaptcha Digitize archives
Carnegie Mellon
University, 2008
None
Mechanical Turk
(MTurk)
Content analysis and
artificial intelligence
Amazon, 2005 Micro-payments (< 1$)
clickworker Data analysis
Humangrid GmbH,
2005
approx. €10/H
InnoCentive
Problem solving and
innovation 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, such
as street maps to anyoneas street maps, to anyone
• OpenStreetMap collects and pool geographic data in order to establish a world map
under the Creative Commons license. Contributions are voluntary, with no financial
reward.
• 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 cannot
be 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 Character
Recognition (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 conjunction
with another word for which the answer is already known. The user is then asked to
read both words. If they solve the one for which the answer is known, the system
assumes 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 the
original answer was correct.
* A CAPTCHA is a type of challenge-response test used in
computing as an attempt to ensure that the response is
generated by a person
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Amazon Mechanical Turk
• Amazon’s Mechanical Turk is a market in which anyone can post tasks to be
completed 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 would
otherwise be extremely difficult (if not impossible) for computers to perform.
• A number of businesses use Mechanical Turk to source thousands of micro-tasks that
require human intelligence, for example to identify objects in images, find relevant
information, 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 is
about $1.40 an hour.*
*http://www.economist.com/node/21555876
353
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 and
oversight is conducted utilizing the technology of clickworker.com, which provides the
Internet-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 contractors
on the platform.
• Using special quality assurance procedures such as statistical process testing, audits
and peer review and constantly evaluating all output, they ensure top level results.
356

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InnoCentive
• Leading commercial, government, and nonprofit organizations such as Eli Lilly, Life
Technologies, 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 solve
problems 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 innovative
approaches.pp
• The InnoCentive platform connects individual innovators (solvers) with applicants
(seekers) that are generally companies.
Engagement
Overview
2. Crowdsourcing
5. Engagement
6. Summary
360

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Semantics
Communication patterns
Engagement:
Multi-
Communication
•Multi-Agent
Semantics
Semantics
Communication
•Multi-Agent
•Crowdsourcing
361
Social Media
Monitoring
Multi-
Channel
Publishing
361
In software engineering, a design pattern is a general reusable solution to a
commonly occurring problem within a given context in software design. A
design pattern is not a finished design that can be transformed directly into
code 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 used
in many different situations. So patterns are formalized best practices that you
must 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
Communication
Patterns
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• 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.
• There should be an hierarchy among the patterns in order to use the most
appropriate one and a mechanism to escalate an issue.
• The enterprise should be able to realize the effectiveness of each pattern towards
specific types of issues and respectively drop the pattern or give it a better position in
the hierarchy.
• The communication patterns could be analyzed on a 5-dimensional system as the
one that is presented in the following slide.

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The Who dimension
• For any feedback item that is available, someone in the
enterprise should be responsible to interact with the
customer or the user that gave that feedback or
disseminated something related to the brand, products andg , p
services of the enterprise.
• It is crucial for the enterprise to respond via the appropriate employee to the user. To
achieve this the enterprise should have a decent mechanism that could figure out in a
semi 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 s
feedback.
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The What dimension
• The What dimension mostly refers to the process of content adaptation. Content
adaptation 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 be
able 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 the
user. 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 of
his room and tweets about that.
• The listening procedures of the hotel capture that
tweet and the administrator assigns the issue to
the responsible person, who is dealing with the
customer services.
• The responsible employee contacts the customer at his room and asks him if is
everything as it should be and in case there is any problem, they could fix it
immediately. An alternative could be to contact the customer and propose him an
inspection and a second cleaning session within the next minutes/hours to fix the
issue 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 the
web sphere should be done not only via the appropriate person that could adapt the
content 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 is
considered to be more appropriate.
• Moreover, there is the possibility to switch between the available mediums (social
networks, 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 users
within 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 the
importance 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 in
the 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 by
responding. 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 be
annoying 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 be
uncomfortable for the enterprise?
Engagement
Overview
2. Crowdsourcing
5. Engagement
6. Summary
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Semantics
Value-Chain generation
Engagement:
Multi-
Communication
•Multi-Agent
Semantics
Semantics
Communication
•Multi-Agent
•Crowdsourcing
373
Social Media
Monitoring
Multi-
Channel
Publishing
373
“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, 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 Thethe 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

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• 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.
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.
375
Engagement
Overview
2. Crowdsourcing
5. Engagement
6. Summary
376

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Semantics
Engagement
Engagement:
Multi-
Communication
•Multi-Agent
Semantics
Semantics
Communication
•Multi-Agent
•Crowdsourcing
377
Social Media
Monitoring
Multi-
Channel
Publishing
377
Engagement
• Though the previous sections (1,2,3), it has been extensively discussed the way the
online communication has changed and how do people create and disseminate
content.
• Web 2.0 has radically changed our communication possibilities.
• Discussion forums or blogs 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.
378

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Engagement
• Engagement is very much a personal thing, and that means personal to the
enterprise, too.
• Making sense of online engagement needs to include discussions around employee
engagement policies and guidelines, the establishing of process around engagement
that make it scalable throughout the enterprise, and, most importantly, and the
framing up of what engagement actually means in the context of the enterprise’s
business.
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 is
specified 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 thoroughly
in 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 the
feedback internally to the responsible persons.
– Crowdsourcing: Enables the enterprise to complete tasks that need the human intelligence
and do not scale easily.
– Communication patterns: Provides a reusable set of communication templates that can be
d d i th h
used during the response phase.
– Value-chain generation: Reflects the aim of the engagement, which is the increase of the
economic transactions (e.g. in the tourism sector, the bookings)
381
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 choice
of 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 minimum
requirement, 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 valuable
recommendations for improving the quality of the products offered
383
Engagement
Overview
2. Crowdsourcing
5. Engagement
6. Summary
384

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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 and
traditional) and appropriate to the channels that the customers want to communicate
in.
• It is clear that the CRM and the Social CRM solutions should be integrated with the
communication (i.e. listening and response) platform of the enterprise in order to put
the 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 establishes
long-term relationships with them and turns customers into
advocates.
• The power of the “word-of-mouth” has become important
as much as it used to be in the small town ecosystems
of the past.
• Enterprises invest their resources in the communication
with the customers in order to make them feel important
and engage them to the products and services they offer.
386

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5. SEMANTIC ENGAGEMENT
387
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
389
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
391
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, and
Anna is a female given name (enriched with background knowledge)
• We can infer that Dieter and Anna are persons and
Di t i l
– Dieter is male
– Anna is female
(derive new facts)
392

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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
395
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]
[ ]
397
Branch specific concepts
Weaver
Collect feedback
+
statistics
Distribute content
Web 3.0/Mobile/OtherWeb/Blog SocialWeb
398

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Semantic Match Making
Matcher
Collect feedback
+
statistics
Distribute content
399
• 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
400

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Outline
1. Overview
6. Summary
401
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
Knowledge
Base
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
Knowledge
Base
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
406

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Topic Detection
• A topic is a seminal event or activity, along with all directly related events
and 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 of
predefined categories of interest.
• Three universally accepted categories: person, location and organisation
• Often also: measures (percent, money, weight etc), email addresses, recognition of
date/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 emotion
rather 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
Opinion
Barack 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 by
social annotations
• Emergent useful information that has been explored for folksonomy, visualization,
semantic web, etc
• : delicious, bibsonomy, last.fm, ...
Social Annotation
Barack Obama
America
Campaign
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 other
words.
419
Text Summarization
 Obama 2012 raised $43.6 million in
April 2012
April 2012.
420

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Outline
1. Overview
6. Summary
421
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 ?tourismgeo
FROM <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]
Semantic
Annotations
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
of Data
Hyperlinks
Typed Links
“Documents”
“Things”
• Characteristics:
– Links between arbitrary things
( l ti t
• Web of Data
of Data
(e.g., persons, locations, events,
buildings)
– Structure of data on Web pages is
made explicit
– Things described on Web pages
are named and get URIs
– Links between things are made
explicit 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 egines
in an isoltated fashion.
• The Web of Data is envisioned as
a global database
– consisting of objects and their
descriptions
– One site (data silo) has movies, the
other reviews, again another actors.
– Many common things are represented
in multiple data sets
– Linking identifiers link these data sets
descriptions
– in which objects are linked with each
other
– with a high degree of object structure
– with explicit semantics for links and
content
– which is designed for humans and
machines
Content on this slide by Chris Bizer,
Tom Heath and Tim Berners-Lee
The three dimensions
Format
e.g. RDFa
I l t ti
Implementation
e.g. OWLIM
Vocabulary
e.g. foaf

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The three dimensions
• A (Semantic Web) vocabulary can be considered as a special form of (usually light-
informally) 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, or
service.
 The most known examples are RDF and OWL.
 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
• RIF
http://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/
• Microformats
http://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 relates
the 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)
433
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
434

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URI, URN, URL
• A Uniform Resource Identifier (URI) is a string of characters used to identify a name
or 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 that
system 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 encoded
characters) is obtainable via HTTP from a network host named www.sti-innsbruck.at
435
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
437
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
438

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RDFS Example
ex:Faculty-
Staff
Staff
439
OWL
• Web Ontology Language (OWL)
• Used to define complex semantic relations
• Defines formal semantics
440

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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 be
able 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, thus
allowing data to be converted to different ontologies and enabling a "web of
ontologies."
441
• 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 requirements
are typically at odds, the goal of the web ontology language is to find a balance
that 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.
442

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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 XML
Schema 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 different
cultures.
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
444

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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
445
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
446

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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
semantics
preserving
mapping
Rule system 2
semantics
preserving
mapping
447
• 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“)
448

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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/]
449
• 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
451
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
453
• 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 RDF
terms as another solution is eliminated from the solution set.
• REDUCED: While the DISTINCT modifier ensures that duplicate solutions
are eliminated from the solution set, REDUCED simply permits them to be
eliminated. The cardinality of any set of variable bindings in an REDUCED
solution 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 solution
set with no DISTINCT or REDUCED modifier.
• LIMIT: The LIMIT clause puts an upper bound on the number of solutions
returned. If the number of actual solutions is greater than the limit, then at
most the limit number of solutions will be returned.
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• OFFSET: OFFSET causes the solutions generated to start after the
specified number of solutions. An OFFSET of zero has no effect.
SPARQL Query keywords
• ORDER BY: The ORDER BY clause establishes the order of a solution
sequence.
• Following the ORDER BY clause is a sequence of order comparators,
composed of an expression and an optional order modifier (either ASC() or
DESC()). Each ordering comparator is either ascending (indicated by the
ASC() modifier or by no modifier) or descending (indicated by the DESC()
ASC() modifier or by no modifier) or descending (indicated by the DESC()
modifier).
455
• Search engines, web crawlers, and browsers can extract and process
Microdata from a web page and use it to provide a richer browsing
experience 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 crawlers
better understand what information is contained in a web page providing
better understand what information is contained in a web page, providing
better 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 contain
i f ti b t it
Microdata
information about it.
• itemtype – A valid URL of a vocabulary that describes the item and its properties
context.
• itemid – Indicates a unique identifier of the item.
• itemprop – Indicates that its containing tag holds the value of the specified item
property. The properties name and value context are described by the items
vocabulary Properties values usually consist of string values but can also use URLs
vocabulary. Properties values usually consist of string values, but can also use URLs
using the a element and its href attribute, the img element and its src attribute, or
other elements that link to or embed external resources.
• itemref – Properties that are not descendants of the element with the itemscope
attribute can be associated with the item using this attribute. Provides a list of
element itemids with additional properties elsewhere in the document.
457
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 data
structures in HTML pages explicit.
What are Microformats?
p g p
• “Designed for humans first and machines second, microformats are a set of
simple, open data formats built upon existing and widely adopted standards.
Instead of throwing away what works today, microformats intend to solve
simpler 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 Reviews
200 Main St
Desertville, AZ 12345
</div>
Enriched with microformat:
462
<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 for
expressing 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 Commons
License </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:
466
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. search
engines
Microformats, RDFa, Microdata
• Major search engines support Microformat in combination with the
Schema.org vocabulary.
• If your choice is not supported by Google, Bing, and Yahoo your choice is
useless.

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Vocabularies:
• A (Semantic Web) vocabulary can be considered a special form of (usually light-
Semantic Channels: Vocabularies
informally) 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)
469
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 with
other 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 their
relationships.
– 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 describe
people 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/)
475
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:depiction
rdf: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>
477
• A microdata vocabulary
Schema.org
A microdata vocabulary.
• Schema.org is a collection of schemas, i.e., html tags, that webmasters can
use to markup their pages in ways recognized by major search providers.
• Search engines including Bing, Google, Yahoo! and Yandex rely on this
markup to improve the display of search results, making it easier for people
to 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 improve
markup on existing pages that describe hotels?” (or Cars, Software, ...)
• Simplify publisher/webmaster experience
• Record agreements between search engines
• Central use case: augmented search results
479
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 data
that 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 your
products and services in the latest generation of search engines, recommender
systems, 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
Lightweight
Web of Data
LOD
RDF + a little bit
Heavyweight
Web of Data
OWL DL
• Practically relevant
482
http://purl.org/goodrelations

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Semantic-based Dissemination
Outline
1. Overview
6. Summary
484

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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 online
dissemination solution.
• Introduce a layer on top of the various internet based communication
channels that is domain specific and not channel specific.
Information model
defines the type of information items in the domain
Channel model
describes the various channels, the interaction
pattern, and their target groups
Weaver
mappings of information items to channels
486

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Information Model
Weaver
Channel Model
Collect feedback
+
statistics
Distribute content
Weaver
Web 3.0/Mobile/OtherWeb/Blog
SocialWeb
487
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 this
agent.
• Elements 4 to 9 are about the dissemination of these items.
Weaver component
1. Information item
It defines an information category that should be disseminated through
various channels.
2. Editor
The editor defines the agent that is responsible for providing the content of an
information item.
3. Interaction protocol
This defines the interaction protocol governing how an editor collects the
content.
4. Information type
An 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 extensional
definition of the concept), or a concept description (i.e., an intentional
definition of a concept).
5. Processing rule
These rules govern how the content is processed to fit a channel. Often only
a subset of the overall information item fits a certain channel.
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Weaver
6. Channel
The media that is used to disseminate the information.
7. Scheduling information
Information on how often and in which intervals the dissemination will be
performed which includes temporal constrains over multi-channel
disseminations.
8. Executor
It determines which agent or process is performing the update of a
channel. Such an agent can be a human or a software solution.
9. Executor interaction protocol
It governs the interaction protocol defining how an executer receives its
It governs the interaction protocol defining how an executer receives its
content.
• 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
501
Outline
1. Overview
6. Summary
502

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Matcher
Collect feedback
+
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
505
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/subscribe
mechanism that includes an event matching algorithm based on graph
matching.
• Our approach, in contrast, matches information items rather than events to
channels rather than users
channels rather than users.
• Instead of graph matching, we use predefined weavers for channel
selection
506

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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
510

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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, Sentiment
detection, 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 rich
snippets)
• Content modelling has to be shaped to individual domains or even Web
layouts.
• 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 the
Blogpost/Tweet
• Pictures/Videos/Slides are attached where needed
Matcher
Collect feedback
+
statistics
Web
3.0/Mobile/Other
Web/Blog
Distribute content
Social Web
6. SEMANTIC
COMMUNICATION ENGINE
INNSBRUCK (SCEI), PRONOUNCED SKY
516

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SCEI
SCEI
Overview
1. Motivation
2. Reference Architecture
3 Reference Implementation
3. Reference Implementation
4. Summary
518

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Motivation
• Online communication is
manyfold
O li i ti• Online communication
can 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“ way
e.g. web pages, email
the social way
various social platforms (facebook, twitter, etc.)
the semantic way
readable for machines as well
521
Motivation
• Encapsulate the complexity of online communication on a semantic layer.
This semantic layer and the underlying engine will enable end-users to
efficiently 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
522

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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
524

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Reference Architecture
• A reference architecture for scalable on-line communication, based on
machine 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
525
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 patterns
support
• Support for scalable yield, brand, and reputation management
526

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Domain and task specific
interface
interface
…
Content creator
Semantic
Repository
Semantic
RepositoryContent Management
System
Workflow Engine/ Communication
patterns
interface interface
Workflow
designer
Publication Engagement Impact
Analysis
Impact
Analysis
SCEISCEI
Target users
Media
Monitoring
Media
Monitoring
527
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 that
is familiar to them.
– Information dissemination abstraction based on the concrete domain, independent of the
channel.
Concepts
SCEI
Holiday
package
Theater ‐
weekend
Seminar
Channels
SCEI
…
529
Workflow engine
• Assign, track and respond to feedback from the users.
• Define steps/protocol to be activated when certain events related to the published
information 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.
530

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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.
532

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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
538

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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.
539
Dacodi:
• Tool for data and content distribution
• Developed as stand-alone web app
• Accessible through an API
• Currently supports 6 platforms
Facebook, 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 platform
Facebook: 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
548

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Summary
• SCEI defines a comprehensive architecture to facilitate online communication
ecosystems 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
550

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Application Types
Application Types
Yield
management
Customer
Relationship
management
Brand
management
Advertisement Reputation
management
Semantics
management

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Application Types
Yield
management
Customer
Relationship
management
Brand
management
management
Semantics
management
Advertisement
Definition
• Advertising is a form of communication used to encourage or persuade an
audience to continue or take some new action.
• Most commonly, the desired result is to drive consumer behavior with
respect to a commercial offering, although political and ideological
advertising is also common.
– http://en.wikipedia.org/wiki/Advertising

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Advertisment
Example
• Conventional advertising media include wall paintings, billboards, street
furniture components printed flyers and rack cards radio cinema andfurniture components, printed flyers and rack cards, radio, cinema and
television 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
Yield
management
Customer
Relationship
management
Brand
management
management
Semantics
management

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Customer Relationship management
Definition
• CRM is a widely implemented model for managing a company’s interactions
with customers clients and sales prospects It involves using technology towith customers, clients, and sales prospects. It involves using technology to
organize, automate, and synchronize business processes — principally sales
activities, but also those for marketing, customer service, and technical
support.
– 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 managing
phone, SMS, sending customers birthday cards, etc.
• Social CRM: The era of the "social customer“ refers to the use of social
media (Twitter, Facebook, LinkedIn, Yelp, customer reviews in Amazon, etc.)
by customers in ways that allow other potential customers to glimpse real
world 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 outside
of the control of the seller or seller's network.
– Greenberg, Paul (2009). CRM at the Speed of Light (4th ed.). McGraw Hill. p. 7.
558

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Use of Engagement Tools
• Many CRM vendors offer Web-based tools (cloud computing) and software
as 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 connection
and displayed in a Web browser.
– These applications are sold as subscriptions (customers do not need to invest in
purchasing and maintaining IT hardware).
• Setting up a right strategy: timely and direct interaction with customers via
the proper way and extent (channel, timing, content) is needed
• Holistic customer relationship strategy that is highly customized, up to the
p gy g y , p
level of individual customers is needed
• Choosing the right software: currently the landscape is littered with
instances of low adoption rates
– In 2003, a Gartner report estimated that more than $1 billion had been spent on
CRM software that was not being used
559
Application Types
Yield
management
Customer
Relationship
management
Brand
management
management
Semantics
management

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Yield management
Definition
• Yield or revenue management “is an economic discipline appropriate to
many service industries in which market segment pricing is combined with
statistical analysis to expand the market for the service and increase the
revenue 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 all
of 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 statistical
methods and complex domain assumptions on how variation of the pricemethods and complex domain assumptions on how variation of the price
can influence the amount of bookings of a service
• However, a multi-directional multi-channel approach also must rely on
Swarm intelligence. Observing in real time the reaction of customers and
competitors will be the key to achieving on-line marketing. Adopting your
offer and your price dynamically in response to the behavior of your (on-line
visible) environment will become a key for economic success
http://en.wikipedia.org/wiki/Swarm_intelligence
• Yield management could be realized utilizing reputation and usage values
collected from different channels
563
Application Types
Yield
management
Customer
Relationship
management
Brand
management
management
Semantics
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, in
denen man im Sommer wandern und im Winter Ski
fahren 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, valued
at 9,984 billion dollars and world-wide ranked as no. 80
(2012, BrandZ agency study)
566

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Brand management
• Modeling communication communication channels and target groups bears• Modeling communication, communication channels and target groups bears
inherently the advantage of uniformly accessing the provided data and
thereby allowing beyond state of the art processing of the data
• Human computation could increase the process where automated
algorithms lack of efficiency, for example the translation of communicated
content to other languages
• Potential of crowd sourcing, word-of-mouth
567
Application Types
Yield
management
Customer
Relationship
management
Brand
management
management
Semantics
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 about
someone or something”
• Reputation management – monitoring and pro-actively influencing and
thereby shape an entities reputation
• Online reputation management (or monitoring) is the practice of
Online reputation management (or monitoring) is the practice of
monitoring the Internet reputation of a person, brand or business, with the
goal of suppressing negative mentions entirely, or pushing them lower on
search 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 as
one of its most important assets such as its
capital
– this dimension interferes with revenue
management
• Maintenance and increase the appreciation
EU parlament
an organization or a topic or a certain
approach gains in the public on long-term
are needed
570

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• Introducing a domain specific, channel independent model that explicitly
separates content from channel then intelligently interweave the contentseparates content from channel, then intelligently interweave the content
with the channels again & use that for campaigning.
• Estimating the reputation and impact on all of the channels (e.g. by
statistical analysis of online content)
– For example, more than 90% of all Internet users are already reading product
reviews and more than 50% indicate that they base their purchasing decisions
mostly upon them.
• The abstraction layer allows multi channel communication in a holistic
approach.
• Providing means to increase the effectiveness and efficiency of public
campaigns is needed.
571
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 many
new numerous channels) and part of them are technical, while part is
managerial and creative => cooperation across interdisciplinary activity
fields is required
• There is also a large potential for beneficial adoption of Engagement 3.0
techniques and tools
572

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Conclusions
8. APPLICATION FIELD
ETOURISM
574

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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
575
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.
• Intensity of tourism supply (beds per 1.000 inhabitants)
– Total winter 119 (447 in Tyrol)
– Total summer 124 (467 in Tyrol)
576

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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)
577
source: http://www.tnooz.com/wp-content/uploads/2012/07/four-pillars-FULLjpg.jpg

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Overview
you-go
579
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 online
dissemination solution.
• Introduce a layer on top of the various internet based communication
channels that is domain specific and not channel specific.
Information model
defines the type of information items in the domain
Channel model
describes the various channels, the interaction
pattern, and their target groups
Weaver
mappings of information items to channels
583
Information Model
The three pillars of Online Communication
Channel Model
Collect feedback
+
statistics
Distribute content
Weaver
Web 3.0/Mobile/OtherWeb/Blog
SocialWeb
584

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Information model
The information model defines the type of information items in the touristic
domain.
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
585
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
588

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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
590

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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
591
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
592

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Example: Hotel Edelweiß
• Website with
Facebook Widget
• Facebook page
ith i l ff
with special offers
and detailed
information on the
hotel
593
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
594

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Weaver component
1. Information item
It defines an information category that should be disseminated
through various channels.
2. Editor
The editor defines the agent that is responsible for providing the
content of an information item.
3. Interaction protocol
This defines the interaction protocol governing how an editor collects
the content.
4. Information type
An 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 rule
These rules govern how the content is processed to fit a channel.
Often only a subset of the overall information item fits a certain
channel.
595
Weaver
6. Channel
The media that is used to disseminate the information.
7 Scheduling information7. Scheduling information
Information on how often and in which intervals the dissemination
will be performed which includes temporal constrains over multi-
channel disseminations.
8. Executor
It determines which agent or process is performing the update of a
channel. Such an agent can be a human or a software solution.
9. Executor interaction protocol
It governs the interaction protocol defining how an executer
receives 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
Concepts
Holiday
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
Concepts
Holiday
package
Theater ‐
weekend
Seminar
Weaver
Channels

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Weaver Example
Concepts
Holiday
package
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
you-go
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 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
606

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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 to
different booking platforms
seekda connect
different booking platforms
• Simple, Web-based user interface for management of
bookings

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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 of
seekda
610

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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?
612

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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 marketing
613
+
h li i l i h l i i
= holistic multi channel communication
and yield management for the hotelier
614

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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-fly
as-you-go
616

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MCC, YM, LOD, and service integration on-the-fly
as-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
617
Multi-channel communication
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- blogs
- chat
- video & photo sharing
618

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Branch specific conceptsSCEI
Collect feedback
+
statistics
Distribute content
Weaver
619
• Scalable on-line communication tool based on machine 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
620

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SCEI
Reference architecture
interface
interface
…
Content creator
Semantic
Repository
Semantic
RepositoryContent Management
System
Workflow Engine/ Communication
patterns
interface interface
Workflow
designer
Publication Engagement Impact
Analysis
Impact
Analysis
SCEISCEI
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 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
p g
– You do not loose the guest
having 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 related
things.
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)
628

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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
• 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 mutual
benefits
– More fine grain integration not only at the level of Web but deeper, at the level of
backend 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

8/28/2012
317
Everything integrated
• Integration into a comprehensive map of multi-channel communication,
seekda booking engine, Linked Open Data and on the fly service
integration as you pay to generate added value for businesses as well as
customerscustomers
• 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
backend integration
633
Everything integrated: Tourist Map Austria
• Based on Open
Street Map

8/28/2012
318
• Based on Open
Street Map
• Increase on-line
visibility for hotel andvisibility for hotel and
destination via multi-
channel
communication -
SCEI
SCEISCEI
• Based on Open
Street Map
channel
communication -
SCEI
• Hotels, ski passes,
etc. directly bookable
– seekda engine
SCEISCEI

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319
• Based on Open
Street Map
channel
communication -
SCEI
– seekda engine
• LOD to integrate and
lookup data about
lookup data about
hiking trails, ski
slopes, etc.
LODSCEISCEI
• Based on Open
Street Map
channel
communication -
SCEI
– seekda engine
• LOD to integrate and
lookup data about
lookup data about
hiking trails, ski
slopes, etc.
• On the fly service
integration as you pay
LODSCEISCEI

8/28/2012
320
• Based on Open Street Map
• 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
SCEISCEI
Everything integrated
LOD
+ +SCEISCEI
= independence for the hotelier and
added value for the customer
640

8/28/2012
321
Overview
you-go
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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322
The Problem:
Marketing Accommodation
Costs
Booking
Fees
Profit Taxes
The Goal:
Marketing Accommodation
Costs
Booking
Fees
Profit Taxes

8/28/2012
323
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

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