Oc long

www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at

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*

*long

www.sti-innsbruck.at

The Crazy Hotelier

2

HOTEL RECEPTION

The Hotelier of today has to deal with many different communication channels:


The Crazy Hotelier

3

HOTEL RECEPTION

- walk-in customerThe Hotelier of today has to deal with many different communication channels:


The Crazy Hotelier

4

HOTEL RECEPTION

- walk-in customer

- telephone



The Crazy Hotelier

5

HOTEL RECEPTION

- walk-in customer

- telephone

- email



The Crazy Hotelier

6

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax



The Crazy Hotelier

7

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website



The Crazy Hotelier

8

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites



The Crazy Hotelier

9

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites



The Crazy Hotelier

10

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites

- social network sites



The Crazy Hotelier

11

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs



The Crazy Hotelier

12

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs

- fora & destination sites



The Crazy Hotelier

13

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs


- chat



The Crazy Hotelier

14

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs


- chat

- video & photo sharing



The Crazy Hotelier

15

HOTEL RECEPTION

The Hotelier doesn’t

only has to deal with an

overwhelming number of

communication

channels, but also has

to pay up to 15% sales

commissions to the

booking sites!


The Crazy Hotelier

16

HOTEL RECEPTION

-> 80 million overnight stays

-> 4 billion € transaction

volume

-> 101 million € sales

commission


Hotelnavigator

http://www.youtube.com/watch?feature=player_embedded&v=rA0wdkPB7gA

17





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

smallest possible effort

18


Major Issues

19

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

20

Credibility:

• Increase the believability of sources and messages

• Increase the trustworthiness of sources and messages


Major Issues

21

Easy Booking:

• Offer booking possibilities through the various

communication channels

• Increase the transparency of offers and pricing

www.sti-innsbruck.at 22

Our Solution


Content

1. Multi-channel Publishing / Dissemination

2. Social Media Monitoring

3. Communication

4. Engagement

5. Semantic Engagement

6. The Semantic Communication Engine Innsbruck (SCEI)

7. Application Types

8. Application Field eTourism

23


1. MULTI-CHANNEL

PUBLISHING / DISSEMINATION

24


Multi-

Channel

Publishing

Multi-Channel Publishing / Dissemination



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. SummaryImage taken from: http://www.rgbstock.com

26

http://www.rgbstock.com/


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

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

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.

28

Image taken from: http://www.rgbstock.com




Overview


2. Why do it?

3. How is it done?




7. Summary

29


Why Do It?

Purpose of Dissemination

• Dissemination for Awareness

– 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

• 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)

30

Source: http://www.northampton.ac.uk/info/200267/pedagogic-research-and-scholarship/1068/dissemination

http://www.northampton.ac.uk/info/200267/pedagogic-research-and-scholarship/1068/dissemination



Overview


2. Why do it?

3. How is it done?




7. Summary

31


How Is It Done?

Components of Effective Dissemination Plan

• Focus on the needs of the target audience and present in an appropriate manner

(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.

• 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.

32



Overview


2. Why do it?

3. How is it done?




7. Summary

33


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

34

Image taken from: http://www.williamsclass.com/SixthScienceWork/Classification/ClassificationNotes/images/classify%20file%20cabinets.jpg

http://www.williamsclass.com/SixthScienceWork/Classification/ClassificationNotes/images/classify file cabinets.jpg


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….

35


Static Broadcasting

Homepages / 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)

36

Image taken from: http://www.softicons.com

Online Broadcasting – Static Websites

http://www.softicons.com/


Static Broadcasting

37

Homepage Example

Static Website Example

The same hotel mentioned on Wikitravel’s entry for

Innsbruck


Static Broadcasting

38


Entry in Wikipedia for Hotel Goldener Adler


Static Broadcasting

39


Entry in Wikipedia forDieter 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

and costly

40

Image taken from: http://www.rgbstock.com




Good practices:

• Each new item has its own URL (in order to be bookmarked, shared, returned in

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

41

Source: http://oc.sti2.at/images/c/c7/STI_International_On-line_Communication_Handbook.pdf

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 –

the level of interactivity):

– News Feeds

– Newsletters

– Email / Email lists

– Microblogs

– Blogs

– Social networks

– Chat and instant messaging applications

42



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)

43

Image taken from: http://www.softicons.com




News Feeds

<?xml version="1.0" encoding="UTF-8" ?>

<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>

<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>

44



Newsletters

• The newsletter is an instrument used to regularly exchange information among the

members 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.

• 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

45



46



Email/Email lists

• Email: means of exchanging digital messages from a sender to one or multiple

recipients

• (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.

47



• 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)

48

Email/Email lists

• Well established means for dissemination within a predetermined group

• Requires members to subscribe to a mailing list

• 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.]



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.

49



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

50



51



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.

52



53



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.

54

*http://blogs.law.harvard.edu/whatmakesaweblogaweblog.html

Images taken from: http://www.softicons.com




55



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;

• 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.

56



Chat Applications

• one-to-one basis

• 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

57



58



59



60



61

… 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)

62


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

63


Sharing

slideshare

• 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

64

Slide Sharing


Sharing

65


Sharing

flickr

• 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)

66

Picture Sharing


Sharing

67


Sharing

YouTube

• 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

68

Video Sharing


Sharing

Videolectures


• 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

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.

69

Video Sharing


Sharing

70


Sharing

• Is a method for Internet users to organize, store, manage and search for bookmarks

of resources online.

• 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

be shared with others.

• Anyone can participate in social bookmarking.

71

Social Bookmarking


Sharing

delicious

• 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

Social Bookmarking


Sharing

73


Sharing

digg


• 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

74

Social Bookmarking


Sharing

StumbleUpon


• 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.

• 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

Social Bookmarking


Sharing

reddit

• 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 *

76

http://www.businessinsider.com/the-secret-to-reddits-astounding-success-an-easy-customization-process-you-should-copy-2012-1

Social Bookmarking

http://www.businessinsider.com/the-secret-to-reddits-astounding-success-an-easy-customization-process-you-should-copy-2012-1


Collaboration

Wiki

• “Wiki” = Hawaiian word for “fast” of “quick”.

• Described by the developer of the first wiki software, Ward Cunningham, as the

“simplest online database that could possibly work”*.

• Websites whose users can add, modify or delete content via a web browser using

simplified markup language or a rich-text editor.

• 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

78

Example Wiki

Biggest online free encyclopedia


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.

• 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

80


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

http://www.nytimes.com/2012/05/15/technology/facebook-needs-to-turn-data-trove-into-investor-gold.html?_r=1


Social Network

83


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

• 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.

84


Social Network

85


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

• 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


Social Network

87


Social Network

88

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.


Social Network

89


Social Network

• Market share for December 2011 (according to ComScore):

90

http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29

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 %

Others 255,539,000 17.8 %

Total 1,438,877,000 100 %

http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Techcrunch+(TechCrunch)


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

92


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

93



Google Groups

• Not a common forum software

• 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

– 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



95



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

a homepage, message archive, polls, calendar

• announcements, files, photos, database functions, and bookmarks

96



Facebook Groups

• Create a private space (group) to share

– 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

97



98

• Pages allow real organizations, businesses,celebrities and brands to communicatebroadly with people who like them.

• Pages may only be created and managed byofficial 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 aPage.

– Visitor statistics

• Communication: – Page admins can share posts under the Page’s

name.

– Page posts appear in the News Feed of peoplewho like the Page.

– Page admins can also create customized appsfor their Pages and check Page Insights to trackthe Page’s growth and activity.

• Groups provide a closed space for small groupsof people to communicate about sharedinterests.

• 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).

– 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

Facebook Groups



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.

• Find interesting discussions by seeing who liked a discussion and how many people

commented.

99



100

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.



101

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].



102

Characteristics Google Groups Yahoo Groups Facebook Groups LinkedIn Groups

Xing Groups

Forums Yes Yes Yes Yes Yes

Chat Threaded conversation

Yes Yes (max 250 members)

No No

Shared email Yes Yes Yes No No

Upload content (documents, images, videos)

Not part of groupsGoogle 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


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.

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;

104


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 cooperation

105



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.”

and

“You may think, I am a professor of computer science.

Well, actually. . .”

106



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



• Scope: Add machine-processable semantics to the information

⟹ Search and aggregation engines can provide much

better service in finding and retrieving information

• Search Engine Optimization– Are potential customers finding your web site?

– Is it possible that potential customers might not be aware that your site exists?

– Do your targeted search terms have high search engine rankings?

– Does your website attract a large number of daily visitors?

• Search engines are driven by keywords:– search engine optimization is concerned with improving the visibility of a website or web page in

search engines' unpaid search results

– the more frequent a site appears in the search results list, the more visitors it will receive

• Semantic Search:– semantic search tries to understand the searcher's intent and meaning of the query instead of

parsing the keywords like a dictionary

– semantic search dives into the relationships between the query words, how the are connected, in

order to understand what they mean

108



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.

109



Overview

110

Format

e.g. RDFa

Implementation

e.g. OWLIM

Vocabulary

e.g. foaf



• 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.

• 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

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.

112



Methods of describing Web content:

113

HTML Meta Elements

1999

RDFs1998

RDF

2004

RDFa

2005

Microformats

2007

OWL

2008

SPARQL

2009

OWL 2

2010

RIF

2011

Microdata



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:

114

<meta http-equiv="Content-Type" content="text/html" >




• 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:

116

<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="robots" content="index, follow">  <meta name="viewport" content="initial-scale=1.0, user-scalable=yes">



Format – RDFa

• Is a W3C Recommendation that adds a set of attribute-level extensions to XHTML for

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;

– 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



Format – RDFa

• Example

119

<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>

http://purl.org/dc/elements/1.1/



Format – OWL

• Family of knowledge representation languages for

authoring 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



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

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.

– 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

Each of these sublanguages

is a syntactic extension of

its simpler predecessor.


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 – minCardinality

– maxCardinality

– cardinality

• Filler Information– hasValue Descriptions can include specific value information


122



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:Restriction></owl:unionOf>

</owl:allValuesFrom></owl:Restriction>

</owl:intersectionOf></owl:Class>

123


Format – OWL 2

• Extends OWL 1

• 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

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


Format – OWL 2

• New constructs for properties:

– Self restriction: Classes of objects that are related to themselves by a given property

– 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

http://semwebprogramming.org/?p=175


Format – OWL 2

• Example property chains in OWL2:


Source: http://dior.ics.muni.cz/~makub/owl/

Declaration( ObjectProperty( :isEmployedAt ) ) ObjectPropertyAssertion( :isEmployedAt :Martin :SC ) SubObjectPropertyOf( ObjectPropertyChain(

:isEmployedAt :isPartOf ) :isEmployedAt) ObjectPropertyAssertion( :isEmployedAt :Martin :ICS ) ObjectPropertyAssertion( :isEmployedAt :Martin :MU )

126

http://dior.ics.muni.cz/~makub/owl/


Format – RIF

• A collection of dialects (rigorously defined

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:

– 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

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

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

http://www.w3.org/2005/rules/wiki/RIF_FAQ


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

http://www.w3.org/2005/rules/wiki/Modeling_Brain_Anatomy



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

– 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



Format - Microformats

• Example

131

<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.

• 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.

132

• 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).




• 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:

134

<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>




• Example using microdata:

135

<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>. <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>

http://www.johnnyd.com/



Format – RDF

• The Resource Description Framework (RDF) is a language for representinginformation about resources in the World Wide Web.

• RDF provides a common framework for expressing information so it can beexchanged between applications without loss of meaning.

• It is based on the idea of identifying things using Web identifiers (called UniformResource Identifiers, or URIs) and describing resources in terms of simple propertiesand property values

• Thus, RDF can represent simple statements about resources as a graph of nodesand arcs representing the resources, and their properties and values.

• It specifically supports the evolution of schemas over time without requiring all thedata consumers to be changed

136

Source: http://www.iis.sinica.edu.tw/~trc/public/courses/Fall2008/week15/slide-w15.html#%287%29

http://www.iis.sinica.edu.tw/~trc/public/courses/Fall2008/week15/slide-w15.html



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>

– 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)

138

Properties encoded as XML entities:

<rdf:RDFxmlns: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>



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

• Uses SQL-like syntax

139



Format – SPARQL

• Example SPARQL Query:

– “Return the full names of all people in the graph”

– Results:

fullName

=================

"John Smith"

"Mary Smith"

140

PREFIX vCard: <http://www.w3.org/2001/vcard-rdf/3.0#>SELECT ?fullNameWHERE {?x vCard:FN ?fullName}

@prefix ex: <http://example.org/#> .@prefix vcard: <http://www.w3.org/2001/vcard-rdf/3.0#> .ex:johnvcard:FN "John Smith" ;vcard:N [vcard:Given "John" ;vcard:Family "Smith" ] ;ex:hasAge 32 ;ex:marriedTo :mary .ex:maryvcard:FN "Mary Smith" ;vcard:N [vcard:Given "Mary" ;vcard:Family "Smith" ] ;ex:hasAge 29 .



141



142

Linked Data Cloud

Vocabulary – Linked Data



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

143



144



Vocabulary – schema.org

145




• 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:

146

<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>

</div>

* http://schema.org/docs/gs.html

http://schema.org/docs/gs.html




• Example with microdata*:

147

<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

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.

148



Vocabulary – FOAF

• Example

• Which says "there is a Person called Dan Brickley who has an email address whose

sha1 hash is..."

149

<foaf:Person> <foaf:name>Dan Brickley</foaf:name> <foaf:mbox_sha1sum>

748934f32135cfcf6f8c06e253c53442721e15e7</foaf:mbox_sha1sum>

</foaf:Person>



Vocabulary – GoodRelations

• A lightweight ontology for annotating offerings and other aspects of e-commerce on

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.

150

http://semanticweb.org/wiki/GoodRelations

http://semanticweb.org/wiki/GoodRelations



Vocabulary – GoodRelations

• Example:

151

<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"/><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.

• 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.

152

Source: http://dublincore.org (tutorials)

http://dublincore.org/




• Characteristics of DublinCore:

– All 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:

– 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)

http://dublincore.org/




• Expressing Dublin Core in HTML/XHTML meta and link elements:

154

...<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 Corein 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/" /><link rel="DCTERMS.replaces" hreflang="en"href="http://dublincore.org/documents/2000/08/15/dcq-html/" /><meta name="DCTERMS.abstract" content="This document describes howqualified Dublin Core metadata can be encodedin HTML/XHTML <meta> elements" /><meta name="DC.format" scheme="DCTERMS.IMT" content="text/html" /><meta name="DC.type" scheme="DCTERMS.DCMIType" content="Text" /></head>...



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

• Products

• Businesses and organizations

• Recipes

• Events

• Music

• Google also recognizes markup for video content and uses it to improve our search results.

155



Implementations – OWLIM

• OWLIM is a high-performance OWL repository

• 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

• Extremely fast upload and query evaluation even for huge ontologies and knowledge

bases

• OWLIM is developed by Ontotext

156



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)

157



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

158



Implementations – Jena

• Jena stores information as RDF triples in directed graphs, and allows your code to

add, remove, manipulate, store and publish that information.

• Jena architecture overview:

159


Overview of Channels

160



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

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


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.

• 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

163


Multi Channel Publishing / Dissemination

Overview


2. Why do it?

3. How is it done?




7. Summary

164


Multi-

Channel

Publishing

Communication


Measuring impact of dissemination

What is impact and feedback?


Overview of available tools per channel

166


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

167



168

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;



169

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.



170

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.



171

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.



172

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?



173

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?



174


Overview of criteria for measuring

• Views and clicks

• Unary feedback

• Binary feedback

• Ratings

• Re-publication

• Comments:(Sentiment of comments)

• Replies

• Platform specific


175

What syntactical and concrete measuring units to consider?



Measuring units for static broadcasting

• Traffic Rank:

– Traffic 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

176



• Percentage of site viewed

• Bounce rate:

– Estimated percentage of visits to website that consist of a single page view

• 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)

177



Measuring units for dynamic broadcasting

178

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

LinkedIn Comment, Like, Flag

Chat Skype Replies, Contacts

Google Talk Replies, Contacts

Facebook Messenger Replies, Contacts

Yahoo! Messenger Replies, Contacts



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



Twitter

• Tweets

• Followers

• Retweets

• Mentions

Tumblr

• Number of Notes

• Number of Reblogs

180

Microblogging



Facebook

• 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

Social Networks



e.g. Skype, Google Talk, Facebook Messenger, Yahoo! Messenger

• Number of Contacts

• Replies

182

Chats



Measuring units for Sharing

183

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, favorite, saves

Digg diggs

StumbleUpon Like, dislike

Social News Website Reddit Comment, vote up, vote down



Slideshare

• Likes per page, Likes per post


Flickr

• Comments

• Favorites

184

Slides

Images



YouTube

• Comments

• Video replies

• Likes and Dislikes

• Sharing

• Subscribe to channel

VideoLectures

• Popularity (star system)

• Reviews

• Comments

185

Videos



Delicious

• Stacks

• Links

• Comments

• Favorites

• Saves

186

Digg

• Diggs

StumblUpon

• Like

• Dislike

Social News Website (e.g. Reddit)

• Comments

• Vote up or Vote down

Social Bookmarking



Measuring units for Online Discussion Groups

• Posts

• Replies to posts

• Discussions started (threads)

• Number of members

Measuring units for Forum

• 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

188



Why and What to measure?



189



Social Media impact

• Use automated tools to collect and report customer feedback metrics– 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’Guinn, 2001)

• Feedback and impact can be measured by employing analytics inside the community

itself (surveys, polls, etc.)

190



Static broadcasting:

• Use of websites like alexa.com, ranking.com to observe information regarding traffic

(rank, reputation, number of visitors, page views, etc. )

191




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



193

Newsletters:

• Number of subscribers (no un-intrusive method of verifying whether the information

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



Microblogs (e.g. Twitter)

• Twitter account has no

built-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, …

– 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

– Insight API allows access to these statistics for

Platform developers

196



• 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.

198


Sharing

SlideShare

• Free Account: Statistics per presentation - Number of:

Views (Embed, on slideshare), Favorites, Downloads,

Comments


199

• Pro Account:

– Analytics summary

– Statistics per presentation

– Latest tweets

– All views (timeline)

– Downloads

– LinkedIn Dashboard



200

SlideShare Pro accounts statistics

Analytics summary

• Total Views / Favorites /

Downloads / Tweets / Likes

• Most active presentations

• Most search keywords

• Locations



Flickr Free account

• Photos’ views, 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

202



YouTube Analytics

203



• YouTube Demographics

204



• 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

205



VideoLectures

• Lecture page

– 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

• Author page

– Information about:

• Views of her/his lectures

206



Social Bookmarking:

• Visibility of links shared

– Saves

• Visibility of grouped bookmarks shared (playlists for the web)

– Views

– 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 projects

and responses resulting from the collaboration session (e.g. creating software

platforms using information presented in a workshop)

208



Measuring group impact – what to measure

• Size (number of members) – assess whether the group should be large or small

• 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.)

• Use third party applications (such as social media monitoring tools)

209



Measuring group impact – built in methods

210

Characteristics Google Groups Yahoo Groups Facebook Groups

LinkedIn Groups

Xing 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); Management Features to track activity

Like button on group page and individual comments

Internal Internal

Polls No Yes Yes Yes Yes

Group statistics No No No dashboard Yes



Measuring group impact – built in methods – example interface

211



Semantic Based Communication

• Increased SEO

• Easier reach of information

• Same measuring units as above can be employed

212


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.

• 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…

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

214


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

215


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

Comission: 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

216

http://www.researchutilization.org/matrix/resources/gcedu/

http://en.wikipedia.org/wiki/Rdfa


2. SOCIAL MEDIA

MONITORING

217


Social

Media

Monitoring

Multi-

Channel

Publishing

Social Media Monitoring



Overview

1. What is Social Media Monitoring?

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

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 a

quick overview and insight into topics and opinions on the social web.

*http://de.wikipedia.org/wiki/Social_Media#Monitoring

220

http://de.wikipedia.org/wiki/Social_Media



• 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

time, in a highly scalable way

222



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.

223



Overview







7. Summary

224


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.”

– 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.”

– 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

226



• 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 management

• Competitor analysis

• Trend and market research plus campaign monitoring

• Influencer detection and customer relationship management

• Product and innovation management

• Manage Word of mouth

228



Overview







7. Summary

229


Channels to analyze

1. Social networks, e.g.:

• 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

230


Channels to analyze

1. Social networks, e.g.:

• 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:

– 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

232


Channels to analyze

3. Email lists

• 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

234


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

http://www.syndic8.com/


Channels to analyze

6. Blogs:

• >95 million blogs available online

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23.3 Billion posts

– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

236


Channels to analyze

7. Traditional mediums:

• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

• Print mediums (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

237


Channels to analyze

8. Online News:

• News websites: >25.000

• Online radio stations: >2700 Online radio stations in Germany

238


Available media channels

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

239



240


Available media channels

How many people would you need to manage the chaos of social

media activity and extract valuable insights for your brand?

241



Overview







7. Summary

242


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-

comes very negative).

244


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.

• 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.

246


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.

• 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.

247


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.

• 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

through the years.

248


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.

• 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

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.

250



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

252



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.

254



Brandwatch

• Gathering Data

They 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

fields which allow for far more accurate query setups.

• Analysing Data (Sentiment analysis, query matching)

• Presenting Data (Dashboard, API)

255



Brandwatch

• Crawler

database

• Multiple

crawlers

• Distributed

scalable

architecture

• Spam filter

• Change

detection

• Title

extraction

• Content

extraction

• Meta-data

extraction

• Query

matching

• Sentiment

analysis

• Topic

extraction

• Mention

storage

• Text storage

• Text index

• Distributed

scalable

architecture

• User

Interface

• API

256



MediaMetrics socialMeme

• Monitoring

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 Analysis

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.

258



Radian6

• Engagement Console

The 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 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

260



Free Tools

• Addict-o-matic

• Boardreader

• Google Alerts

• HyperAlerts

• Klout

• Netvibes

• Social Mention

• Trackur

• Twazzup

• WhosTalkin

• Yahoo Pipes

Pros:

• Cost-efficient alternative

Cons:

• Limited reports

• Limited channel-coverage

• 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.

262



Overview


2. What are the Social Media Monitoring tools?

3. Why do we need the SMM tools?





8. Summary263


Social Media

MonitoringMulti-

Channel

Publishing



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.

• 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.

265



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

answer to his problem.

266



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.

267



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 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.

268



Benefits of response and engagement

• 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

• Complaint-behavior: highly engaged customers are less likely to complain to other

current or potential customers

• 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

270



Overview


2. What are the Social Media Monitoring tools?

3. Why do we need the SMM tools?





8. Summary271


Summary

Summary

Monitor

• Establish a listening grid that will gather everything said and discussed around your brand and the topics that you are interested in

• 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

Results

• Visualize the insights generated from the analysis with the dashboard tools

• 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

272


3. COMMUNICATION

273


Communication

Communication

Social

Media

Monitoring

Multi-

Channel

Publishing


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.

– The science of transmitting information, esp. in symbols.

*http://dictionary.reference.com/

** http://answers.yourdictionary.com/language/what-is-communication.html

276

http://dictionary.reference.com/

http://answers.yourdictionary.com/language/what-is-communication.html



• 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.

– 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.htm

Image Source: http://www.rgbstock.com

278

http://www.knoow.net/en/sceconent/management/communication.htm




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.

279



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.

280



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)

• 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.jpg

281

http://www.knoow.net/en/sceconent/management/communication.htm

http://www.productphotographers.net/wp-content/uploads/images/process.jpg



Information Source

Transmitter DestinationReceiver

Noise Source

Message Signal

Signal

Received Message

Schematic diagram of a general communication system as proposed by

Shannon and Weaver (1949).

282



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:

– 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.

284



In the real world of media:

• Destinations are self-selecting “consumers” of

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).

286



• 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).

287



• 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.

288



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

TALKLISTEN

to

response

289



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:

290



• 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

• 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



MeasureAnalyze

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.

A Lifecycle of Communication

292


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

(and support active and reactive

communication)

• Trace the communication in an easy

to use manner

• Address the issue of multiple

channels and multiple agents

Communication•Active and reactive communication

Social

Media

Monitoring

Multi-

Channel

Publishing

294


Integration of Publication and Monitoring

Address the

Issue of

Multiple

Channels

Trace the

Communication

Support

Active and

Re-active

Communicati

on

Address the

Issue of

Multiple

Agents

295


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.


Social Media

Monitoring

Multi-

Channel

Publishing

296



• 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 his

Web site.

MeasureAnalyze

Aggregate

DesignObserve

Disseminate

297



Example of Active

Communication performed by a

hotelier on Facebook

298



Customer response to the hotel’s message

299



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.


Social Media

Monitoring

Multi-

Channel

Publishing

300



• 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.

MeasureAnalyze

Aggregate

DesignObserve

Disseminate

301



Transmitter: guest at hotel

External ⟹ Re-activecommunication

Reactor: hotelier

Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html

302

http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html


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 has a history

• The communication history IS the trace

• Communication must be remembered

otherwise it is meaningless


•Tracing the communication

Social Media

Monitoring

Multi-

Channel

Publishing

304


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;

305


Trace

• Thus, trace can be viewed as

WHO

WHAT

HOW

WHEN

Speaker and Listener

Message

Channel

Time and Date

306


Trace

No reaction

No reaction

Reaction

Reaction

Reaction No reaction

Reaction No reaction

Reaction Reaction Reaction No reaction

…

Hotel

Website

307


Trace

Example:

• A hotel disseminates offers using the hotel website.

• 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.

308


Trace

Speaker

Listener

Message Set

Time SetChanel

Set

• 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 express

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

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};

310


Communication

Overview



3. Trace


5. Multi-Agent

6. Summary

311


Multi-Channel Switch

(Online) Communication is scattered

over multiple, often very different

channels.

• 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

312


Multi-channel Switch

313



WHY

• Transmitting a message over a channel does not guarantee that the reply will be

received 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

agents are aware of what is discussed and who is speaking.

• To do so, the trace mentioned in the previous section must be used.

314



Abundance of Available Channels

315



• On multiple channels

Disseminate

• For a response on the channels selected

Listen

• The impact of the dissemination (and the customer response)

Monitor and measure

• Respond to customers

React

316



Hote

l

Clien

t

317


Communication

Overview



3. Trace


5. Multi-Agent

6. Summary

318


Multi-Agent

• 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.

• More agents may be required when

the communication receives

responses from multiple listeners.




•Multi-agent

Social

Media

Monitoring

Multi-

Channel

Publishing

319


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 call

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.

320


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

Transmit response

321


Multi-Agent

1-to-n

• When broadcasting information, usually there is one agent who disseminates information

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.

Speaker

Listener1

ListenerN

…

322


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)

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.

324


Multi-Agent

Agent1 Posts offer on

Facebook

Client Responds on

Agent2 Responds on email

Hotel

Clients

Client’s wife reads the email

325


Communication

Overview



3. Trace


5. Multi-Agent

6. Summary

326


Summary




•Multi-agent

Social

Media

Monitoring

Multi-

Channel

Publishing

327


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-verbal

communication; Written communication; and Visualization communication.

• Directional streams: vertical communication (descendant and ascendant) and lateral or

horizontal communication.

328


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 and

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

– 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

MeasureAnalyze

Aggregate

DesignObserve

Disseminate

330


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 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

331


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

332


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

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.

• 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

University Press.

334


4. ENGAGEMENT

335


336

Semantics

Social Media

Monitoring

Multi-

Channel

Publishing




•Multi-Agent

Engagement:•Value-chain generation

•Communication Patterns•Crowdsourcing

•Workflow Management

Sem

an

tics S

em

an

tics




•Multi-Agent

Engagement


Engagement

Overview

1. Workflow management

2. Crowdsourcing

3. Communication patterns

4. Value-chain generation

5. Engagement

6. Summary

337


338

Semantics

Social Media

Monitoring

Multi-

Channel

Publishing




•Multi-Agent

Sem

an

tics S

em

an

tics




•Multi-Agent

Workflow Management





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 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.

*http://en.wikipedia.org/wiki/Workflow

339

http://en.wikipedia.org/wiki/Workflow


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

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.

340



• 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.

• 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.

341



• 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.

342



• 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.

343


Engagement

Overview

1.Workflow management

2.Crowdsourcing

3.Communication patterns

4.Value-chain generation

5.Engagement

6.Summary

344


345

Semantics

Social Media

Monitoring

Multi-

Channel

Publishing




•Multi-Agent

Sem

an

tics S

em

an

tics




•Multi-Agent

Crowdsourcing




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

individuals. The crucial prerequisite is the use of the open call format and the wide

network of potential laborers. (Howe, 2006)

346


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)

347


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

almost immediately.

• Awareness: Connects businesses to their audiences and consumers.

348


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.

349


Examples of Crowdsourcing

Application Objective Founder Reward ↑

OpenStreetMap Geographic contentUniversity College

London, 2004None

ReCaptcha Digitize archivesCarnegie Mellon

University, 2008None

Mechanical Turk

(MTurk)

Content analysis and

artificial intelligenceAmazon, 2005 Micro-payments (< 1$)

clickworker Data analysisHumangrid GmbH,

2005approx. €10/H

InnoCentiveProblem solving and

innovation projectsEli Lilly, 2001 $1000 – $1000000

http://en.wikipedia.org/wiki/List_of_crowdsourcing_projects

350

http://en.wikipedia.org/wiki/List_of_crowdsourcing_projects



OpenStreetMap

• OpenStreetMap (OSM) is an initiative to create and provide free geographic data, such

as 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.

351



ReCaptcha

• ReCAPTCHA 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

352



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 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.

• 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

http://www.economist.com/node/21555876


Crowdsourcing

The Turk, also known as the Mechanical

Turk or Automaton Chess Player*

*http://en.wikipedia.org/wiki/The_Turk

Jeff Bezos, the chief executive

of Amazon.com, has created

Amazon Mechanical Turk, an

online service involving human

workers

Amazon Mechanical Turk

354

http://en.wikipedia.org/wiki/The_Turk



355



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 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

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



357



InnoCentive

• Leading commercial, government, and nonprofit organizations such as Eli Lilly, Life

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

358

http://www.crowdsourcing.org/site/innocentive/wwwinnocentivecom/1478



• InnoCentive does not address potential users but experts

• It aims to solve complex tasks and problems that need expertise and innovative

approaches.

• The InnoCentive platform connects individual innovators (solvers) with applicants

(seekers) that are generally companies.

359


Engagement

Overview


2. Crowdsourcing



5. Engagement

6. Summary

360


361

Semantics

Social Media

Monitoring

Multi-

Channel

Publishing




•Multi-Agent

Sem

an

tics S

em

an

tics




•Multi-Agent

Communication patterns




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 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 PatternsCommunication

Patterns

362



• 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.

363



• 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.

364



365


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 and

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

feedback.

366


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.

• 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.

367


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.

368


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.)

369


The When dimension

• This parameter reflects the appropriate response time of the enterprise in the bi-

directional communication with the user.

• 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

370


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?

371


Engagement

Overview


2. Crowdsourcing



5. Engagement

6. Summary

372


373

Semantics

Social Media

Monitoring

Multi-

Channel

Publishing




•Multi-Agent

Sem

an

tics S

em

an

tics




•Multi-Agent

Value-Chain generation

Engagement:•Value-chain generation•Communication Patterns

•Crowdsourcing•Workflow Management

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. The

chain of activities gives the products more added value than the sum of the

independent activities' values.”

Wikipedia

374



• 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 book-ability of his services.

375


Engagement

Overview


2. Crowdsourcing



5. Engagement

6. Summary

376


377

Semantics

Social Media

Monitoring

Multi-

Channel

Publishing




•Multi-Agent

Sem

an

tics S

em

an

tics




•Multi-Agent

Engagement




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


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.

• 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

380


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

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

New 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

382


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.

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


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.

385


Summary

In the new era of Engagement between enterprises and customers:

• 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


5. SEMANTIC ENGAGEMENT

387


Semantic Engagement


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

390

What a computer understands from Tweets:

bla bla bla...bla...

bla bla...


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

391


Semantic Analysis

• 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

(derive new facts)

392

Example:


Semantic as a channel

393

Not to be interpreted by humans, but machines can make something out of it:



394



• Publishing Linked Data (data represented in accordance to the Semantic Web

paradigms) can take various forms:

– 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:

– There is a huge amount of different formats

– Formats are often used in combination with another

395


Semantic Content Modelling

396

Separate format and potential channel.



• A Ontology is a

– “formal,

– explicit specification

– of a shared conceptualisation”

• (... of a domain)[Gruber, 1993]

397



Weaver

Branch specific concepts

Collect feedback

+

statistics

Web 3.0/Mobile/OtherWeb/Blog

Distribute content

Social Web

398


Semantic Match Making

Matcher


Collect feedback

+

statistics

Web

3.0/Mobile/Other

Web/Blog

Distribute content

Social Web

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


Outline

1. Overview





6. Summary

401


Semantic Text-Analysis

402

History

• Traditional (Rationalist) Natural Language Processing:

Main insight: Using rule-based representations of knowledge and grammar (hand-

coded) for language study

Knowledge

Base

Text

NLP

System

Analysis



403

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



404

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.



• Make use of knowledge of language (exploiting syntax and structure, different extents)

• Use some fundamental text analysis operations

• Deal with language understanding challenges

• Use of a core subset of theoretical models and algorithms

405

The essence of semantic text analysis


Information Extraction

• Topic detection

• Named entity recognition

• Sentiment detection

• Opinion mining

• Semantic Ranking

• Social annotation

• Text summarization

406

Seven typical tasks:


Topic Detection

407

• 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

408

Topics:

US elections, campaign,

michelle obama, donations


Named Entitiy Recognition (NER)

409

• NER involves identification of proper names in texts, and classification into a set ofpredefined categories of interest.

• Three universally accepted categories: person, location and organisation

• Often also: measures (percent, money, weight etc), email addresses, recognition ofdate/time expressions etc.

• Domain-specific entities: names of hotels, medical conditions, names of ships,bibliographic references etc.


Named Entitiy Recognition (NER)

410


Sentiment Detection

411

• 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

412


Opinion Mining

413

• 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.

3. One might think this is a great hotel.


Opinion Mining

414

Opinion

Barack Obama:

„We don‘t have enough money, yet“


Semanitc Ranking

415

• 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

416


Social Annotation

417

• 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

418

Barack Obama

AmericaCampaign


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 otherwords.

419


Text Summarization

Obama 2012 raised $43.6 million in

April 2012.

420


Outline

1. Overview





6. Summary

421


Example: The Use of Semantic Channels

422

• Google‘s rich snippets:


• SPARQL query [1]:

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

Example: The Use of Semantic Channels

http://bit.ly/OqKUgb


Published Data Sets

424


Evolution of the Web: Web of Data

Hypertext

Hypermedia

Web

Web of Data

Semantic Web

Picture from [3]

?

Picture from [4]

“As We May Think”, 1945

Semantic

Annotations


Motivation: From a Web of Documents to a Web

of Data

• Web of Documents • Fundamental elements:

1. Names (URIs)

2. Documents (Resources)

described 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

complex queries

“Documents”

Hyperlinks


• Web of Documents • Web of Data

“Documents”

“Things”

Hyperlinks

Typed Links


of Data


• Characteristics:

– Links between arbitrary things

(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

• Web of Data

“Things”

Typed Links


of Data


Vision of the Web of Data

• The Web today

– Consists of data silos which can beaccessed via specialized search eginesin an isoltated fashion.

– One site (data silo) has movies, theother reviews, again another actors.

– Many common things are representedin multiple data sets

– Linking identifiers link these data sets

• The Web of Data is envisioned as

a global database

– consisting of objects and their

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

430

Format

e.g. RDFa

Implementation

e.g. OWLIM

Vocabulary

e.g. foaf


The three dimensions

431

• 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

http://semanticweb.org/wiki/Ontology


• RDF

• OWL

• SPARQL

• Microdata

• Microformats

Languages

• RDFa

• RDFS

• OWL2

• RIFhttp://www.w3.org/TR/2010/REC-rif-bld-20100622/

http://www.w3.org/RDF/

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://microformats.org/

http://www.w3.org/TR/xhtml-rdfa-primer/

http://www.w3.org/TR/rdf-schema/

http://www.w3.org/TR/owl2-overview/

http://www.w3.org/TR/2010/REC-rif-bld-20100622/

http://www.w3.org/RDF/

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://microformats.org/

http://www.w3.org/TR/xhtml-rdfa-primer/

http://www.w3.org/TR/rdf-schema/

http://www.w3.org/TR/owl2-overview/


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 relatesthe 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>

• 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

– urn:isbn:0-345-33971-1 has author Tolkien

434


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):

436

<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>


RDFS Vocabulary

RDFS Classes– rdfs:Resource

– rdfs:Class

– rdfs:Literal

– rdfs:Datatype

– rdfs:Container

– rdfs:ContainerMembershipProperty

RDFS Properties– rdfs:domain

– rdfs:range

– rdfs:subPropertyOf

– rdfs:subClassOf

– rdfs:member

– rdfs:seeAlso

– rdfs:isDefinedBy

– rdfs:comment

– rdfs:label

• RDFS Extends the RDF Vocabulary

• RDFS vocabulary is defined in the namespace:

http://www.w3.org/2000/01/rdf-schema#

437

http://www.w3.org/2000/01/rdf-schema


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– 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


RDFS Example

ex:Faculty-

Staff

439


OWL

• Web Ontology Language (OWL)

• Used to define complex semantic relations

• Defines formal semantics

440


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 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



• 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 UML.

• Internationalization

– The language should support the development of multilingual ontologies, and

potentially provide different views of ontologies that are appropriate for different

cultures.

443


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


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 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

• 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 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– 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


Rule Interchanged Format (RIF)

• RIF is a set of dialects to enable rule exchange among different rule

systems

Rule system 1

Rule system 2

RIF dialect X

semanticspreservingmapping

semanticspreservingmapping

447



• Exchange of Rules

– The primary goal of RIF is to facilitate the exchange of rules

• 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“)

Goals:

448


• Compliance model – 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

• OWL data – RIF must cover OWL knowledge bases as data where compatible with RIF

semantics

[http://www.w3.org/TR/rif-ucr/]

Requirements


449


• RDF data – 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 – RIF must support the ability to merge rule sets

• Identify rule sets – RIF must support the identification of rule sets

Requirements


[http://www.w3.org/TR/rif-ucr/]

450


• RIF wants to cover: rules in logic dialects and rules used by production rule

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

Basic Principle: a Modular Architecture


451


SPARQL

• RESTful interface:

• SPARQL protocol and RDF query language (recursive acronym)

452

http://rdf.sti2.at:8080/openrdf-sesame/repositories/lom4?query%3Dselect%20*%20where%20%7B%3Fs%20%3Fp%20%3Fo%7D

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)

}


PREFIX uni: <http://example.org/uni/>

SELECT ?name

FROM <http://example.org/personal>

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

SPARQL Queries

453


• PREFIX: based on namespaces

• DISTINCT: The DISTINCT solution modifier eliminates duplicate solutions.Specifically, each solution that binds the same variables to the same RDFterms as another solution is eliminated from the solution set.

• REDUCED: While the DISTINCT modifier ensures that duplicate solutionsare eliminated from the solution set, REDUCED simply permits them to beeliminated. The cardinality of any set of variable bindings in an REDUCEDsolution set is at least one and not more than the cardinality of the solutionset with no DISTINCT or REDUCED modifier.

• LIMIT: The LIMIT clause puts an upper bound on the number of solutionsreturned. If the number of actual solutions is greater than the limit, then atmost the limit number of solutions will be returned.

SPARQL Query keywords

454


• OFFSET: OFFSET causes the solutions generated to start after thespecified number of solutions. An OFFSET of zero has no effect.

• ORDER BY: The ORDER BY clause establishes the order of a solutionsequence.

• Following the ORDER BY clause is a sequence of order comparators,composed of an expression and an optional order modifier (either ASC() orDESC()). Each ordering comparator is either ascending (indicated by theASC() modifier or by no modifier) or descending (indicated by the DESC()modifier).

SPARQL Query keywords

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 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 search results.

Two important vocabularies:

http://www.data-vocabulary.org/

http://schema.org/

456

Microdata

http://www.data-vocabulary.org/

http://schema.org/


Microdata Global Attributes

• itemscope – Creates the Item and indicates that descendants of this element contain

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

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


Microdata

458

<div itemscope itemtype="http://data-vocabulary.org/Person">

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>

<div>

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:

Source: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=176035

Example: Microdata in use

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=176035


Microformats

• An approach to add meaning to HTML elements and to make data

structures in HTML pages explicit.

• “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]

What are Microformats?


Microformats

• Are highly correlated with semantic (X)HTML / “Real world semantics” / “Lowercase

Semantic Web” [9].

• 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,

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.

What are Microformats?


Microformats

Microformats Illustrated


Microformats

462

<div class="vcard“><img class="photo" src="www.example.com/bobsmith.jpg" />

<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>

<div>

<img 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:


Example: Microformats in use



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

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

• 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)

464

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>.

465

RDFa

Syntax: How to use RDFa in XHTML


RDFa

466

466

<div xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Person">

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>

<div>

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:


Example: RDFa in use



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

• 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.

468

Microformats, RDFa, Microdata


Vocabularies:

• A (Semantic Web) vocabulary can be considered a special form of (usually light-


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

Semantic Channels: Vocabularies


Published Data Sets

470



471

... and a lot more



472

• Vocabulary to describe content in social channels

• 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

SIOC


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.

• Enables...

– to describe Agents, Documents, Groups, Organizations, Projects and their

relationships.

– a distributed social network that can be crawled.

474


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/)


Friend of a Friend (FOAF)

475

http://xmlns.com/foaf/spec/

http://foaf.qdos.com/

http://foafbuilder.qdos.com/

http://www.ldodds.com/foaf/foaf-a-matic


[http://www.foaf-project.org/]


FOAF Schema

476


<?xml version="1.0" encoding="utf-8"?>

<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>

<foaf:homepage rdf:resource="http://www.fensel.com "/>

<foaf:depictionrdf: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>


FOAF RDF Example

477


• 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.

478


Schema.org


• In-page structured data for search

• 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


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="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>

Hotel example:

Overview: http://schema.org/Hotel


Schema.org

http://schema.org/Hotel


• 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.

481


GoodRelations


“Keep simple things simple and make

complex things possible”

• Cater for LOD and OWL DL worlds

• Academically sound

• Industry-strength engineering

• Practically relevant

482

http://purl.org/goodrelations

Lightweight

Web of Data

LOD

RDF + a little bit

Heavyweight

Web of Data

OWL DL

Design Principles:


GoodRelations

http://purl.org/goodrelations


Semantic-based Dissemination

483483


Outline

1. Overview





6. Summary

484


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).

485

[1] http://en.wikipedia.org/wiki/Separation_of_presentation_and_content

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 modeldefines the type of information items in the domain

Channel modeldescribes the various channels, the interaction

pattern, and their target groups

Weavermappings of information items to channels

486


Channel Model

Information Model

Weaver


Collect feedback

+

statistics


Distribute content

Social Web

Weaver

487


Information model for organizations/projects


Information model in action

490


Information model for tourism

491


Using the information model for tourism

492

The hotel’s perspective:


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

• The number of different channels is growing constantly

• The target groups are very different from channel to channel

494


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

496


• 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.

497

Weaver

The details of the Weaver


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

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.

498



Weaver

499

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

content.



• 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

500

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

This process forms a part of the weaver component:

Weaver

Example: Weaver Storyline


Outline

1. Overview





6. Summary

502



Matcher


Collect feedback

+

statistics


Distribute content

Social Web

503



In a nutshell:

• Form concept groups through abstraction

• Use artificial intelligence to match new objects to one of the groups

504



• 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.

• Instead of graph matching, we use predefined weavers for channel

selection

506


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.

A Semantic Publish/Subscribe System for

Selective Dissemination of the RSS Documents


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.

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)


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


Summary

The four semantic pillars:

511

1. Semantic text analysis

2. Semantic channels

3. Semantic content modelling

4. Semantic match making


Semantic Text Analysis

512

• 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.


Semantic Channels

513

• 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)



514

• 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



515

• 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


SCEI


SCEI

Overview

1. Motivation

2. Reference Architecture

3. Reference Implementation

4. Summary

518


Motivation

• Online communication is

manyfold

• Online communication

can be complex

519


Motivation

Online channels are becoming more and more

• Dynamic

• Fragmented

• Technology prone

• Numerous

520


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

Motivation

Combine all the different ways to make information available

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


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


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. 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



Semantic

RepositoryContent Management

System

Publication

Workflow Engine/ Communication

patterns

Domain and task specific

interface


interface…

Content creator

Engagement Impact

Analysis

SCEI

Workflow

designer

Target users

Media

Monitoring

527



Modules:

• Domain and task specific interface

• Workflow engine/Communication patterns

• Content Management System

• Publication

• Media Monitoring

• Engagement

• Impact analysis

528



• 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

Channels

SCEI

Holiday package

Theater -weekend

Seminar

…

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.

• Dependent on the feedback and impact modules.

• Abstraction on domain specific events needed.

530



Content Management System:

• Provide the infrastructure to store and create content.

• Functionality can be provided by a standard CMS system.

531



Publication:

• Provide 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



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

534


SCEI

Overview

1. Motivation



4. Summary

535


Reference Implementation

536

…



CMS: Drupal

• Version 7.x

• Semantic technology already present

– RDFa, microdata, SPARQL endpoint

• Flexible architecture

• Open source

537



CMS: Drupal

Plug-ins enable additional functionality.

1. RDF export plug-in

– Connection to OWLIM

2. plug-in

– Current focus: publication

– Work in progress: feedback, statistics, impact analysis,

engagement

538



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.

– Full RDFS and limited OWL Lite and Horst are supported.

– Custom semantics defined via rules and axiomatic triples.

539



540

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



541



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

542



543



544



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.

546



• 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


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

– Future work:

• Impact analysis

• Engagement

• Workflow engine

549


7. APPLICATION TYPES

550


Application Types


Application Types

Sem

an

tics

Yield

management

Customer

Relationship

management

Brand

managementAdvertisement Reputation

management


Application Types

Sem

an

tics

Yield

management

Customer

Relationship

management

Brand


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

554

http://en.wikipedia.org/wiki/Advertising


Advertisment

Example

• Conventional advertising media include wall paintings, billboards, street

furniture 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.

555


Application Types

Sem

an

tics

Yield

management

Customer

Relationship

management

Brand


management


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 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

557


Example

• 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

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.

Cutomer Relationship management

558


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

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

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

Cutomer Relationship management

559


Application Types

Sem

an

tics

Yield

management

Customer

Relationship

management

Brand


management


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.

562


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 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 successhttp://en.wikipedia.org/wiki/Swarm_intelligence

• Yield management could be realized utilizing reputation and usage values

collected from different channels

563

http://en.wikipedia.org/wiki/Swarm_intelligence


Application Types

Sem

an

tics

Yield

management

Customer

Relationship

management

Brand


management


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”

565

http://en.wikipedia.org/wiki/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


Brand management


• 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

Sem

an

tics

Yield

management

Customer

Relationship

management

Brand


management


Reputation management

Definition

• 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

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

one of its most important assets such as its

capital– this dimension interferes with revenue

management

• Maintenance and increase the appreciation

an organization or a topic or a certain

approach gains in the public on long-term

are needed

EU parlament

570




• Introducing a domain specific, channel independent model that explicitly

separates 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 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


Conclusions

573


8. APPLICATION FIELD

ETOURISM

574


Application Field eTourism

Overview

1. 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-

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. (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/034896.html)

• Intensity of tourism supply (beds per 1.000 inhabitants) (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/060644.html)

– Total winter 119 (447 in Tyrol)

– Total summer 124 (467 in Tyrol)

576

http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/034896.html




• 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

http://www.statistik.at/web_en/statistics/tourism/accommodation/arrivals_overnight_stays/029044.html

http://www.statistik.at/web_en/statistics/tourism/accommodation/arrivals_overnight_stays/028972.html

http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/erwerbstaetige/019852.html

http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/wertschoepfung/019849.html

http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/wertschoepfung/019848.html



578

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

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



Overview





you-go


579


Obstacles of Multichannel Communication

Exponential growth of Online Communication Channels

580




Communication is becoming bi-directional

581




Communication is becoming bi-directional

Contents of communication are becoming more and

more granular

582


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 modeldefines the type of information items in the domain

Channel modeldescribes the various channels, the interaction

pattern, and their target groups

Weavermappings of information items to channels

583


Channel Model

Information Model

The three pillars of Online Communication


Collect feedback

+

statistics


Distribute content

Social Web

Weaver

584


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

585


Tourism Ontology

586


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

587


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

• The number of different channels is growing constantly

• The target groups are very different from channel to channel

588


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

– Mostly for existing customers and not customer aquisition

590


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

• TrustYou

• Hostelworld.com

• Caribbean Style

• Check my stay

• Cosmotourist

• Cruise Critic

• Global Hotel Review

591

• Profi Hotelempfehlungen

• Real Holiday Reports

• Schiffsbewertungen

• travel-and-guide.de

• Travel Intelligence

• Traveluation

• 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

– Emerging topics like tumblr

– Often businesses enrich their classical online presence with an additional blog

592


Example: Hotel Edelweiß

• Website with

Facebook Widget

• Facebook page

with special offers

and detailed

information on the

hotel

593

http://www.edelweiss-gurgl.co.uk/oetztal-tirol.en.htm

http://www.edelweiss-gurgl.co.uk/oetztal-tirol.en.htm

http://www.facebook.com/edelweiss.gurgl

http://www.facebook.com/edelweiss.gurgl


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


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 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

596

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 content.


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

Executor: Drupal (CMS)

Executor Interaction Protocol:

none

597


Weaver Example

598

Weaver

Concepts

Channels

Holiday package

Theater -weekend

Seminar


More Weaver Examples

Theater Weekend

• Target group: senior couples

• Content: text, pictures, video

Conference

• Target group: business audience

• Content: text and pictures

599


Weaver Example

600

Weaver

Concepts

Channels

Holiday package

Theater -weekend

Seminar


Weaver Example

601

Weaver

Concepts

Channels

Holiday package

Theater -weekend

Seminar


Hotel Rotes Wildschwein

602

Homepage

http://www.rotes-wildschwein.at





Facebook page

http://www.facebook.com/pages/Rotes-

Wildschwein/321731534545050

603

http://www.facebook.com/pages/Rotes-Wildschwein/321731534545050

http://www.facebook.com/pages/Rotes-Wildschwein/321731534545050



Twitter

https://twitter.com/#!/HotelRedBoar

604

https://twitter.com/

https://twitter.com/



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


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

• Simple, Web-based user interface for management of

bookings

seekda connect


• 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

• 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


Dynamic Shop integrated in the Hotel website

611


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


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


+

= holistic multi channel communication

and yield management for the hotelier

614


Hotelnavigator


615






Overview




4. MCC, YM, LOD, and service integration on-the-fly

as-you-go


616


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

• 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




Collect feedback

+

statistics


Distribute content

Social Web

Weaver

619

SCEI



• 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. Feedback collection

6. Content detection

7. Impact analysis

620


SCEI

Reference architecture

Semantic

RepositoryContent Management

System

Publication

Workflow Engine/ Communication

patterns


interface


interface…

Content creator

Engagement Impact

Analysis

SCEI

Workflow

designer

Target users

Media

Monitoring

621


seekda booking engine


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

– You do not loose the guest

having him booking other hotels

623


Linked Open Data (LOD)

• Web of Documents • Web of Data

“Documents”

“Things”

Hyperlinks

Typed Links



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.



Figure from http://www4.wiwiss.fu-berlin.de/lodcloud/state/, September 2011

Facts:• 295 data sets• Over 31 billion triples• Over 504 billion RDF links between data sources

http://www4.wiwiss.fu-berlin.de/lodcloud/state/



• Use LOD to integrate and lookup data

about

– places and routes

– time-tables for public transport

– hiking trails

– ski slopes

– points-of-interest

627


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)

• City archive

• Museums/Zoo

• News sources like TT (Tyrol's major daily newspaper)

• Statistik Austria

• Innsbruck Airport (travel times, airline schedules)

• ZAMG (Weather)

• University of Innsbruck (Curricula, student statistics, study possibilities)

• IKB (electricity, water consumption)

• Entertainment facilities (Stadtcafe, Cinema...)

• Special offers (Groupon)

628


On the fly service intergation as you pay

• Data and services from destination

sites integrated for recommendation

and booking of

– Hotels

– Restaurants

– Cultural and entertainment events

– Sightseeing

– Shops

629



• 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

630


• 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

– Requires usually enterprise application integration solutions (e.g. Web services)


632


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

customers

• 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

back•end integration

633


Everything integrated: Tourist Map Austria

634

• Based on Open

Street Map



635

• Based on Open

Street Map

• Increase on-line

visibility for hotel and

destination via multi-

channel

communication -

SCEI

SCEI



636

• Based on Open

Street Map




channel

communication -

SCEI

• Hotels, ski passes,

etc. directly bookable

– seekda engine

SCEI



637

• Based on Open

Street Map




channel

communication -

SCEI



– seekda engine

• LOD to integrate and

lookup data about

hiking trails, ski

slopes, etc.

LODSCEI



638

• Based on Open

Street Map




channel

communication -

SCEI



– seekda engine

• LOD to integrate and

lookup data about

hiking trails, ski

slopes, etc.

• On the fly service

integration as you pay

LODSCEI



• 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

SCEI


LOD

+ +

= independence for the hotelier and

added value for the customer

SCEI

Everything integrated

640



Overview





you-go


641


The value proposition in eTourism

642

2 Bio € Business Volume/Year in Tyrol

10% Marketing/

Communication

40%

Accommodation

Costs

15% Booking

Fees

5% Profit 30% Taxes



643

Marketing Accommodation

Costs

Booking

Fees

Profit Taxes

The Problem:



644

Marketing Accommodation

Costs

Booking

Fees

Profit Taxes

The Goal:


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

Oc long

Presentations & Public Speaking

Transcript of Oc long