Oc medium handouts

8/28/2012
1
How to Domesticate the Multi-Channel
Communication Monster*
Carmen Brenner, Anna Fensel, Dieter Fensel, Andreea Gagiu, Iker Larizgoitia, Birgit
Leiter, Ioannis Stavrakantonakis, and Andreas Thalhammer
STI Innsbruck, University of Innsbruck
www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at *medium
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 have to deal with
an overwhelming
number of
communicationcommunication
channels, but also has
to pay up to 15% sales
commissions to the
booking sites!
HOTEL
RECEPTION
The Crazy Hotelier
-> 40 million overnight stays
-> 3 billion € transaction
volume
-> 70 million € sales
commissioncommission
HOTEL
RECEPTION

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(Mulpuru, Harteveldt, & Roberge, 2011)
Call this “the growth of the multichannel monster”
Content
1. Multi-channel Dissemination
2 S i l M di M it i2. Social Media Monitoring
3. Four Roles for Semantics
4. Semantic Communication Engine Innsbruck (SCEI*sky)
5. Seekda Social Agent (SESA)
6 Summary
www.sti-innsbruck.at
6. Summary
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MULTI-CHANNEL DISSEMINATION
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Dissemination
• Dissemination refers to the process of broadcasting a
message to the public without direct feedback from the
audience
• Takes the traditional view of communication which
involves a sender and a receiver.
• The message carrier sends out information to many in a
broadcasting system (composed of more than one
channels)
• “In telecommunications and computer networking, a
communication channel, or channel, refers either to a
physical transmission medium such as a wire or to a
physical transmission medium such as a wire, or to a
logical connection over a multiplexed medium such as a
radio channel.” (Wikipedia)
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Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg

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Dissemination
Classification of channels by the type of service they provide:
St ti B d ti–Static Broadcasting
–Dynamic Broadcasting
–Sharing
–Collaboration
–Social Networks
–Internet Forum and Discussion Boards
Internet Forum and Discussion Boards
–On-line Group Communication
–Semantic-based Communication
Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon
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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: homepage …. And various web sites
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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
Static Website Example
Entry in Wikipedia for Hotel
Goldener Adler

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Dynamic Communication
Small piece of content that is dependent
on constraints such as time or location.
Examples of tools (organized considering first
the length of message and second – the level of
interactivity)
• News Feeds (f.e., RSS)
• Newsletters
• Email / Email lists
• Microblogs (twitter, tumblr, …)
• Blogs
• Social networks
• Chat and instant messaging applications
(skype, messenger, …)
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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, Pinterest – means of exchanging photos, visible to all users (no account necessary),
allows users to post comments;
– Slideshare – channel for storing and exchanging presentations;
– YouTube and VideoLectures – sharing videos, all users can see the posted videos and leave
comments on the websites
– Social Bookmark sites: e.g. delicious, digg, StumbleUpon
– Social News websites: e.g. reddit
Dissemination through 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.
• 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
• Often used for internal collaboration, however, when public also
an indirect means for dissemination.
*http://www.wiki.org/wiki.cgi?WhatIsWiki
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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):( g p )
– 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
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Internet Forums and Discussion Boards

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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
• 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
– RSS and ATOM feeds
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Group Communication
• Many-to-many
• Threaded conversations
U ll d i l i• Usually created on a particular topic
• Have different access levels
• Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration, information sharing and discussions
• Exampled: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups,
Xing Groups.
• Similar in many ways to Discussion boards and Internet Forums

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Semantic Based Dissemination
Rich Snippets
• Snippets—the few lines of text that appear under every search result—are designed
to give users a sense for what’s on the page and why it’s relevant to their query.to give users a sense for what s on the page and why it s relevant to their query.
• If Google understands the content on your pages, it can create rich snippets—
detailed information intended to help users with specific queries.
Overview
Format
e.g. RDFa
I l t ti
Implementation
e.g. OWLIM
Vocabulary
e.g. foaf

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• Format is an explicit set of requirements to be satisfied by a material, product, or
service.
The most known examples are RDF and OWL– The most known examples are RDF and OWL.
• A (Semantic Web) vocabulary can be considered as a special form of (usually light-
weight) ontology, or sometimes also merely as a collection of URIs with an (usually
informally) described meaning*.
– URI = uniform resource identifier
– Semantic vocabularies include: FOAF, Dublin Core, Good Relations, etc.
• Implementation realization of an application, plan, idea, model, or design.
OWLIM a family of semantic repositories or RDF database management system
– OWLIM - a family of semantic repositories, or RDF database management system
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* http://semanticweb.org/wiki/Ontology
Semantic Based Dissemination: Formats
RDFsRDFs
1998
RDF
HTML Meta
Elements
1999
RDF
2004
RDFaRDFa
2005
MicroformatsMicroformats
2007
OWLOWL
2008
SPARQLSPARQL
2009
OWL 2OWL 2
2010
RIFRIF
2011
MicrodataMicrodata

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• A (Semantic Web) vocabulary can be considered a special form of (usually light-
weight) ontology, or sometimes also merely as a collection of URIs with a (usually
informally) described meaning.
Semantic Channels: Vocabularies
• For us these vocabularies are channels (roughly a vocabulary corresponds to a
platform and a term to a channel).
Semantic Channels: Vocabularies
... and a lot more

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Overview of Channels
SOCIAL MEDIA MONITORING
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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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Social Media Monitoring
• Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs, twitter, Facebook,
etc.)
Listening: is active, focused, concentrated attention for the purpose of
understanding the meanings expressed by a speaker.

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What are Social Media Monitoring Tools?
• Harness the wealth of information available online in the form of user-
t d t tgenerated 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, at real
time, in a highly scalable way
Channels to analyze
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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Channels to analyze
1. Social networks, e.g.:
• Facebook (Q1 2012):
• Twitter:
– 200 million Tweets per day (2011)
• Facebook (Q1 2012):
– 526 million daily active users
– 3.2 billion Likes and Comments per
day
– 500K comments per minute
– 200K Tweets per minute
• LinkedIn: 147 million users
• Google+: 170 million users
– 700K status updates per minute
– 80K wall posts per minute
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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
4. Group Communication and
Message Boards (e.g. Google
Groups, Yahoo! Groups, Facebook
Groups etc )• 2172 million Email users
• 3375 million Active email
accounts
• 2.8 million emails per second
Groups, etc.)
• Forums: 2K posts per minute
• Yahoo! Groups:
– 9 million groups
– 113 million users
• 90 trillion emails per year
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– 933 thousand unique visitors daily
Channels to analyze
5. News feeds
• Total Feeds*: 694 311
6. Blogs:
• >95 million blogs available online
Total Feeds : 694,311
• Atom Feeds*: 86,496
• RSS feeds*: 438,102 (63% of
the total)
• 22K posts per minute
• Tumblr (Q2 2012):
– 55.9 Million blogs
– 23.3 Billion posts
– 20K posts per minute
*source: http://www.syndic8.com
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• 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
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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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FOUR ROLES FOR SEMANTIC
TECHNOLOGIES
52

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Semantic Analysis
What a computer understands from text messages:
bla bla bla...
bla...
bla bla...
What is Semantic Analysis?
• Discovering facts in texts and other sources (audio, video, etc.)
• Deriving additional facts from them
• Somewhere in the Web the text fragment “Dieter is married to Anna” occurs
(extracted statement)
• Named Entity Recognition tells us that Dieter is a (German) male given name, and
Anna is a female given name (enriched with background knowledge)
• We can infer that Dieter and Anna are persons and
– Dieter is male
– Anna is female
– Dieter is married to Anna
– Anna is married to Dieter
– What with “Anna-Marie is married with Dieter”?
What with Anna Marie is married with Dieter ?
(derive new facts)
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Semantic Analysis
– Topic detection
Typical tasks of Information Extraction from Natural Language:
p
– Named entity recognition
– Co-reference and Disambiguation
– Relation Extraction
– Sentiment detection and Opinion mining
– Social annotation
– Text summarization
• Obviously all of them are needed in Social Media Analysis
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Semantic as a channel

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Semantic as a channel
• Not to be interpreted by humans, but machines that can make something
out of it:
• Publishing Linked Data can take various formats and vocabularies
The three dimensions
HTML
Meta
Element
s
1999
RDFsRDFs
1998
RDFRDF
2004
RDFaRDFa
2005
MicroformatsMicroformats
2007
OWLOWL
SPARQL
Format
e.g. RDFa
I l t ti
s
2008
SPARQL
2009
OWL 2OWL 2
2010
RIFRIF
2011
MicrodataMicrodata
Implementation
e.g. OWLIM
Vocabulary
e.g. foaf
... and a lot more

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Semantic Content Modelling
Separate content and channel.
Same Event
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
“I am about to propose the existence of something called the knowledge level,
within which knowledge is to be defined.” [Newell, 1982]
• Knowledge is intimately linked with
rationality. Systems of which
rationality can be posited can be
said to have knowledge.
• At the knowledge level, knowledge
is described functionally in terms
of goals and rationality. Observer Agent
g y
• At the symbol level, knowledge is described operational in terms of
achieving the goals through a certain sequence of activities.
• Obviously, there are various ways to encode knowledge at the symbol level.
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Separating Content and Rendering
• Analogy 2 for juniors in the audience :
– Content may be presented differently in different contexts.
– Therefore, it should be modeled independent from a specific representation
– Stylesheets connect content with a specific presentationy p p
• Content:
<html><head>
<link rel="stylesheet" type="text/css" href="/tryit.css" /></head>
<body>
<div itemscope itemtype="http://schema.org/Person">
<img src="http://www.fensel.com/dieter.jpg" itemprop="image" />
Title: Prof. Dr.
Name: Dieter Fensel
Nationality: German
Birthdate: October 1960
Address: 
Technikerstr. 21a,
6020
Innsbruck,
Tirol

Tel.: +43 512 507 6485
E-Mail: <a href="mailto:dieter.fensel@sti2.at" itemprop="email">dieter.fensel@sti2.at</a>
WWW: <a href="http://www.fensel.com/" itemprop="url">http://www.fensel.com/</a>
</div></body><html>
• Style Sheet 1:
body
{
background-color: rgb(220,220,255);
font-family:"Times New Roman";font family: Times New Roman ;
font-size:20px;
}
img { float: right; }
span[id="property"]
{
display: block;
font-style: italic;
}
span[itemprop]
{
font-weight: bold;
font-style: normal;
font style: normal;
}
a:link
{
color: green;
font-style: normal;
font-weight: bold;
}

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• Style Sheet 2:
body
{
font-family:"Calibri";
font-size:25px;font size:25px;
}
img
{
float: left;
width: 120px;
margin-right: 50px;
}
span[id="property"]
{
margin-right: 40px;
float: left;
}
}
span[itemprop] { font-style: italic; }
a:link
{
font-style: italic;
font-weight: bold;
}
Use an Ontology to model the content

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Use a weaver to align content and channels
Branch specific Ontology
Weaver
Collect feedback
+
statistics
Distribute content
Web 3.0/Mobile/OtherWeb/Blog SocialWeb
65
Semantic Channel Modelling
Branch specific Ontology
Matcher
Collect feedback
+
statistics
Distribute content
66

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Semantic Channel Modelling
• The number of digital publishing channels has increased exponentially in
the past decade.
• Using semantics (i.e., an Ontology) to describe these channels.
• Automatic review and adjustment of content and dissemination to channels
based on semantic match-making.
• Content-Channel mapping becomes an instance of Ontology alignment.
SEMANTIC COMMUNICATION
ENGINE INNSBRUCK (SCEI *SKY)
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Reference architecture
• SCEI is a reference architecture.
• A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for
concrete architectures in a particular domain.
• A reference architecture consists of a list of functions and some
indication of their interfaces (or APIs) and interactions with each other
and with functions located outside of the scope of the reference
architecture.
• SCEI provides a semantic engagement engine applicable to various
domains and tasks
domains and tasks.
• Core of its efficiently and flexibility is its separation of concern.
• And the proper separation and alignment of form and substance.
• In total, SCEI is based on three different types of functionalities.
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SCEI *sky
• Infrastructure
– The infrastructure layer provides basic functionalities needed by the other
f ti litifunctionalities.
– The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels.
• Communication
– The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agent.
– It combines these elements into useful patterns of on-line interactions.
– It supports exchange of meaning.
• Engagement
• Engagement
– turns communication into cooperation.
– Workflow
– Crow sourcing
– Value generation through on-line cooperation.
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Customization of the Architecture
• To derive concrete products and services from the reference
architecture it must be instantiated for Application types (Tasks) and
Domains.
• Task customization:
– Advertisement
– Customer Relationship Management
– Revenue management
– Brand management
– Reputation management
– Quality management
• Domain Customization: E.g., eTourisms.
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Infrastructure
Infrastructure
Content
Channels
• Content can be down-/and uploaded from GUIs,
Repositories, CMSs, and others
• Channels are the millions of on-line communication
possibilities
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Infrastructure
Weaver
Infrastructure
Content Manager
- Import Content
- Export Content
Channel Manager
- Integrates
- Personalizes
- Interacts
- Describes Channels
Content
Channels
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Infrastructure – Weaver
• Separating content from channels also requires the explicit alignment of
both.
• This is achieved through a weaver.
• A weaver is
– an uni-set of tuples describing bi-directional content-channel mappings,
– an execution engine for these tuples,
– a GUI to define these tuples, and
– a management and monitoring component for these tuple sets.

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Communication
• Meaningful communication requires often more than just a single and
isolated act of exchanging information.
– It can be active or reactive (Dissemination, Social Media Monitoring, and its
integration)
– It has a trace, a history
– It needs multi-channel switch
– It is bi-directional and multi-agent
– It is based on patterns of successful interaction styles (campaigning versus individual
interaction, etc.)
Dissemination and Social Media Monitoring
• Dissemination (from the Latin
dissēminātus = “sowing seeds”,
“scatter wildly in every direction”)
refers to the process of broadcasting a
FORUMS/NEWSGROUPS
p g
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
t ( d f th
The
Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
MICROBLOGS
VIDEO SHARING
SOCIAL MEDIA NEWS
AGGREGATORS
system (composed of more than one
channels).
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Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg
BLOGS
MAINSTREAM MEDIA

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Communication - Integration of Publication and
Monitoring
Multi-Channel Social Media
Communication
• Active and reactive
communication
Multi Channel
Publishing
Social Media
Monitoring
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Feedback
Example of
Active
Communication
performed by a
hotelier on
Facebook

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Feedback
Customer
response to the
hotel’s message
Response
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 - Trace
Tracing a conversation is crucial for
making communication effective and
efficient, and is therefore required for
Communication
• Communication has a history
• The communication history IS the
trace
• Communication must be
remembered otherwise it is
meaningless
Multi-Channel
Publishing
Social Media
Monitoring
Communication
communication
• Tracing the communication
Communication - Multi-Channel Switch
(Online) Communication is scattered
over multiple, often very different
channels.
Communication
• Agents are challenged to
disseminate information over all
appropriate channels.
• Activities of all channels the
agent is active in must be
monitored.
I t F db k d
Multi-Channel
Publishing
Social Media
Monitoring
Communication
communication
• Multi-channel switch
• Impact, Feedback and
Responses need to be collected
from all channels.
• E.g., switch from a public tweet
to a private email response.
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Communication - Multi-Agent
• Communication requires at least
two agents: a speaker and a
listener.
Communication
• Active and reactive 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.
• Agents may receive responses
from multiple listeners that may
Multi‐Channel
Publishing
Social Media
Monitoring
• Multi‐channel switch
• Multi‐agent
from multiple listeners that may
also listen and start to interact
with each other.
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Communication Patterns
• In software engineering, a design
pattern is a general reusable
solution to a commonly
Communication
• Active and reactive communication
• Tracing the communicationsolution to a commonly
occurring problem within a
given context in software design.
• It is a description or template
for how to solve a problem that
can be used in many different
situations.
• So patterns are formalized best
Multi‐Channel
Publishing
Social Media
Monitoring
• Multi‐channel switch
• Multi‐agent
• Patterns
So patterns are formalized best
practices that you must
implement yourself in your
application.
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• Based on this definition of Software design patterns we introduce at this
point the idea of the communication patterns.

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Communication Patterns
• The communication patterns could be a way to facilitate the response
phase of an enterprise.
• A rich set of communication paradigms that address different types of
issues by describing workflows of interaction with customers or
potential customers.
• It should be a dynamic set of patterns in the sense that it is being
extended and altered continuously according to the needs of the
customers and the nature of the issues that are arising.
Communication patterns

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Engagement
Engagement
Workflow management
Crowdsourcing
Value-chain generation
Engagement
Workflow management
What is Workflow management?
• A workflow consists of a sequence of concatenated (connected) steps*• A workflow consists of a sequence of concatenated (connected) steps*.
• Workflow management refers to the process of assigning, tracking and
responding to social media streams, usually in a team environment in
order to prevent double responses and missed opportunities. It is crucial
for an enterprise tool to promote team productivity through collaboration.
• Example: Bad review
p
*http://en.wikipedia.org/wiki/Workflow
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Engagement - Crowdsourcing
What is Crowdsourcing?
• Crowdsourcing is the act of taking a job traditionally performed by a• 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)
Engagement - Crowdsourcing
Amazon Mechanical Turk
Amazon’s Mechanical Turk is a market in which anyone can post tasks to be• Amazon s Mechanical Turk is a market in which anyone can post tasks to be
completed and specify prices paid for completing them.
• The inspiration of the system was to have users complete simple tasks that
would otherwise be extremely difficult (if not impossible) for computers to
perform.
• A number of businesses use Mechanical Turk to source thousands of micro-
tasks that require human intelligence, for example to identify objects in
images find relevant information or to do natural language processing
images, find relevant 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.*
• Example: Turn a text into a tweet.
*http://www.economist.com/node/21555876
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Engagement
Value-Chain generation
“A value chain is a chain of activities for a firm operating in a specific industry.
The business unit is the appropriate level for construction of a value chain notThe 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. The
chain of activities gives the products more added value than the sum of the
independent activities' values.”
Wikipedia
Engagement
Value-Chain generation
• The value chain generation lays on top of the other layers (i.e. workflow
management, crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers.
• The ultimate target for keeping the customers happy and engaged to the
brand is to increase the revenue. Thus, it is important to have a layer on top
of the communication that transforms long-term relationships into economic
transactions and new opportunities for the enterprise.
• For example, for a hotelier this layer could be the bookability of his services.
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SCEI - Summary
ment
Value-chain generation
Communication
communication
• Multi-channel switch
• Multi-agent
• Pattern
Engagem
Workflow management
CrowdsourcingMulti-Channel Publishing Social Media
Monitoring
Infrastructure
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SEEKDA SOCIAL AGENT
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• Total overnight stays 126 Mio (42,7 Mio in Tyrol)
• Travel intensity per inhabitant (number of overnight stays divided by the
id t l ti ) T t l 16 (63 i T l)
Facts and Figures on Tourism in Austria and Tyrol
resident population): Total 16 (63 in Tyrol)
• Direct employment in tourism: Total 307.000
• Direct spendings of foreign and resident visitors: 30.586.000.000 €
• Direct percentage of overall GDP through tourism: 7.4%
Facts and Figures on Tourism in Austria and Tyrol
source: http://www.tnooz.com/wp-content/uploads/2012/07/four-pillars-FULLjpg.jpg

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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
97
Multi-channel booking solution
• The multi-channel solution for hotel-industry internet
distribution
seekda! connect
seekda! IBE
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• 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
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 their profit to booking chanells
– Guests spend less time in booking using the instant booking engine solution of
seekda
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Dynamic Shop integrated in the Hotel website
Direct bookability for hotels - challenges
• Does the customer find the hotel web site?
• Does the customer trust the web site?
• Are his/her requests properly answered?
• Is his/her feedback taken serious and form a positive review of the hotel?
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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
103
Multi Channel Communication and Yield
Management
SCEI *sky+
h li i l i h l i i
= holistic multi channel communication
and revenue management for the hotelier
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Touristic Portal
• Multi-channel communication (SCEI *sky)
• seekda booking engine
• Linked Open Data (LOD)
• On the fly service integration as you pay
• Everything integrated into a comprehensive map
Multi-channel communication
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- blogs
- chat
- video & photo sharing
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Multi-channel communication
Branch specific conceptsSCEI
Collect feedback
+
statistics
Distribute content
Weaver
107
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
109
Linked Open Data (LOD)
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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Linked Open Data (LOD)
• 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)
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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
• Two integration approaches:
– ad-hoc service integration: via Web
scrapping as a quick integration
solution
– via APIs and backend integration
for a long term, durable solution
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Everything integrated: Tourist Map Austria
• Based on Open
Street Map

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• 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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• 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

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6. SUMMARY
119
Summary
• The multi-channel monster can be seen as a threat of:
– Failing to be properly present (active and passive) in a multitude of opportunities
– Spending a non-justify effort on achieving the former
– Going out of business in both cases (even if for different reasons)
• We propose a scalable solution for this based on using semantics.
• Core is the separation of content and channel and its explicit
interweavement.
• For our approach, semantics is a corner stone but requires many
additional services and layers to actually provide its potential.
• Together with Seekda we are currently focusing on the eTourisms
• Together with Seekda we are currently focusing on the eTourisms
domain, however, other verticals may follow.
• In general, we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line.
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