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wwwsti-innsbruckat copy Copyright 2008 STI INNSBRUCK wwwsti-innsbruckat
How to Domesticate the Multi-Channel Communication Monster
Carmen Brenner Anna Fensel Dieter Fensel Andreea Gagiu Iker Larizgoitia Birgit Leiter Ioannis Stavrakantonakis and Andreas Thalhammer
STI Innsbruck University of Innsbruck
medium
wwwsti-innsbruckat
The Crazy Hotelier
2
HOTEL RECEPTION
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 3
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customerThe Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 4
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 5
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 6
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 7
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat
The Crazy Hotelier
2
HOTEL RECEPTION
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 3
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customerThe Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 4
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 5
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 6
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 7
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 3
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customerThe Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 4
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 5
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 6
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 7
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 4
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 5
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 6
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 7
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 5
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 6
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 7
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 6
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 7
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 7
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 8
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 9
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 10
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 11
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 12
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 13
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 14
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 12
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 13
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 14
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 13
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 14
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 14
The Crazy Hotelier
HOTEL RECEPTION
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
The Hotelier of today has to deal with many different communication channels
wwwsti-innsbruckat 15
The Crazy Hotelier
HOTEL RECEPTION
The Hotelier doesnrsquot only have to deal with an overwhelming number of communication channels but also has to pay up to 15 sales commissions to the booking sites
wwwsti-innsbruckat 16
The Crazy Hotelier
HOTEL RECEPTION
-gt 40 million overnight stays-gt 3 billion euro transaction volume-gt 70 million euro sales commission
wwwsti-innsbruckat 17
(Mulpuru Harteveldt amp Roberge 2011)
Call this ldquothe growth of the multichannel monsterrdquo
wwwsti-innsbruckat 18
Content
1 Multi-channel Dissemination
2 Social Media Monitoring
3 Four Roles for Semantics
4 Semantic Communication Engine Innsbruck (SCEIsky)
5 Seekda Social Agent (SESA)
6 Summary
wwwsti-innsbruckat 19
MULTI-CHANNEL DISSEMINATION
wwwsti-innsbruckat
Dissemination
bull Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
bull ldquoIn 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 channelrdquo (Wikipedia)
20Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
wwwsti-innsbruckat 21
Dissemination
Classification of channels by the type of service they provide
ndashStatic Broadcasting
ndashDynamic Broadcasting
ndashSharing
ndashCollaboration
ndashSocial Networks
ndashInternet Forum and Discussion Boards
ndashOn-line Group Communication
ndashSemantic-based Communication
Image taken from httpwwwsofticonscomfree-iconsapplication-iconsor-applications-icons-by-iconleakfile-cabinet-icon
wwwsti-innsbruckat
Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
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Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
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Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
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Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
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Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
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Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
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Internet Forums and Discussion Boards
30
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Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
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Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
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Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
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Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
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Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
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Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
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SOCIAL MEDIA MONITORING
40
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What is Social Media Monitoring
Definition
Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities It supports a quick overview and insight into topics and opinions on the social web
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
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Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
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Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
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Social Media Monitoring
51
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FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
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What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
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Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
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Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
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The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
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Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
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SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 16
The Crazy Hotelier
HOTEL RECEPTION
-gt 40 million overnight stays-gt 3 billion euro transaction volume-gt 70 million euro sales commission
wwwsti-innsbruckat 17
(Mulpuru Harteveldt amp Roberge 2011)
Call this ldquothe growth of the multichannel monsterrdquo
wwwsti-innsbruckat 18
Content
1 Multi-channel Dissemination
2 Social Media Monitoring
3 Four Roles for Semantics
4 Semantic Communication Engine Innsbruck (SCEIsky)
5 Seekda Social Agent (SESA)
6 Summary
wwwsti-innsbruckat 19
MULTI-CHANNEL DISSEMINATION
wwwsti-innsbruckat
Dissemination
bull Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
bull ldquoIn 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 channelrdquo (Wikipedia)
20Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
wwwsti-innsbruckat 21
Dissemination
Classification of channels by the type of service they provide
ndashStatic Broadcasting
ndashDynamic Broadcasting
ndashSharing
ndashCollaboration
ndashSocial Networks
ndashInternet Forum and Discussion Boards
ndashOn-line Group Communication
ndashSemantic-based Communication
Image taken from httpwwwsofticonscomfree-iconsapplication-iconsor-applications-icons-by-iconleakfile-cabinet-icon
wwwsti-innsbruckat
Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
wwwsti-innsbruckat
Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
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SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
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Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
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Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 17
(Mulpuru Harteveldt amp Roberge 2011)
Call this ldquothe growth of the multichannel monsterrdquo
wwwsti-innsbruckat 18
Content
1 Multi-channel Dissemination
2 Social Media Monitoring
3 Four Roles for Semantics
4 Semantic Communication Engine Innsbruck (SCEIsky)
5 Seekda Social Agent (SESA)
6 Summary
wwwsti-innsbruckat 19
MULTI-CHANNEL DISSEMINATION
wwwsti-innsbruckat
Dissemination
bull Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
bull ldquoIn 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 channelrdquo (Wikipedia)
20Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
wwwsti-innsbruckat 21
Dissemination
Classification of channels by the type of service they provide
ndashStatic Broadcasting
ndashDynamic Broadcasting
ndashSharing
ndashCollaboration
ndashSocial Networks
ndashInternet Forum and Discussion Boards
ndashOn-line Group Communication
ndashSemantic-based Communication
Image taken from httpwwwsofticonscomfree-iconsapplication-iconsor-applications-icons-by-iconleakfile-cabinet-icon
wwwsti-innsbruckat
Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
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Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
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Social Media Monitoring
51
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FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
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SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 18
Content
1 Multi-channel Dissemination
2 Social Media Monitoring
3 Four Roles for Semantics
4 Semantic Communication Engine Innsbruck (SCEIsky)
5 Seekda Social Agent (SESA)
6 Summary
wwwsti-innsbruckat 19
MULTI-CHANNEL DISSEMINATION
wwwsti-innsbruckat
Dissemination
bull Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
bull ldquoIn 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 channelrdquo (Wikipedia)
20Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
wwwsti-innsbruckat 21
Dissemination
Classification of channels by the type of service they provide
ndashStatic Broadcasting
ndashDynamic Broadcasting
ndashSharing
ndashCollaboration
ndashSocial Networks
ndashInternet Forum and Discussion Boards
ndashOn-line Group Communication
ndashSemantic-based Communication
Image taken from httpwwwsofticonscomfree-iconsapplication-iconsor-applications-icons-by-iconleakfile-cabinet-icon
wwwsti-innsbruckat
Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
wwwsti-innsbruckat
Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
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FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 19
MULTI-CHANNEL DISSEMINATION
wwwsti-innsbruckat
Dissemination
bull Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
bull ldquoIn 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 channelrdquo (Wikipedia)
20Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
wwwsti-innsbruckat 21
Dissemination
Classification of channels by the type of service they provide
ndashStatic Broadcasting
ndashDynamic Broadcasting
ndashSharing
ndashCollaboration
ndashSocial Networks
ndashInternet Forum and Discussion Boards
ndashOn-line Group Communication
ndashSemantic-based Communication
Image taken from httpwwwsofticonscomfree-iconsapplication-iconsor-applications-icons-by-iconleakfile-cabinet-icon
wwwsti-innsbruckat
Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
wwwsti-innsbruckat
Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
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Internet Forums and Discussion Boards
30
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Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
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What is Social Media Monitoring
Definition
Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities It supports a quick overview and insight into topics and opinions on the social web
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
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Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
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What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
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Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
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Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
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Dissemination
bull Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
bull ldquoIn 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 channelrdquo (Wikipedia)
20Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
wwwsti-innsbruckat 21
Dissemination
Classification of channels by the type of service they provide
ndashStatic Broadcasting
ndashDynamic Broadcasting
ndashSharing
ndashCollaboration
ndashSocial Networks
ndashInternet Forum and Discussion Boards
ndashOn-line Group Communication
ndashSemantic-based Communication
Image taken from httpwwwsofticonscomfree-iconsapplication-iconsor-applications-icons-by-iconleakfile-cabinet-icon
wwwsti-innsbruckat
Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
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Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
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Internet Forums and Discussion Boards
30
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Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
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Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
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SOCIAL MEDIA MONITORING
40
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What is Social Media Monitoring
Definition
Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities It supports a quick overview and insight into topics and opinions on the social web
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
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Social Media Monitoring
51
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FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
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What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
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Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 21
Dissemination
Classification of channels by the type of service they provide
ndashStatic Broadcasting
ndashDynamic Broadcasting
ndashSharing
ndashCollaboration
ndashSocial Networks
ndashInternet Forum and Discussion Boards
ndashOn-line Group Communication
ndashSemantic-based Communication
Image taken from httpwwwsofticonscomfree-iconsapplication-iconsor-applications-icons-by-iconleakfile-cabinet-icon
wwwsti-innsbruckat
Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
wwwsti-innsbruckat
Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
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Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
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Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
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Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
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Static Broadcasting
bull Prehistoric methods of dissemination cave drawings stories of triumphs on columns and arches history on pyramids stones with messages
bull More modern means printed press newspapers journals
bull Online static dissemination homepage hellip And various web sites
22
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Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
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Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
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Social Media Monitoring
51
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FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
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Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
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Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
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Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
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Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
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Static Broadcasting
23
Homepage Example
Static Website Example
The same hotel mentioned on Wikitravelrsquos entry for
Innsbruck
wwwsti-innsbruckat
Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
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Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
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What is Social Media Monitoring
Definition
Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities It supports a quick overview and insight into topics and opinions on the social web
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
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Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
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Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
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Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
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Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
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Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
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On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
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Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
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Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
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Static Broadcasting
24
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
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Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
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Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
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Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
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Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Dynamic Communication
Small piece of content that is dependent on constraints such as time or location
Examples of tools (organized considering first the length of message and second ndash the level of interactivity)
bull News Feeds (fe RSS)bull Newslettersbull Email Email lists bull Microblogs (twitter tumblr hellip)bull Blogsbull Social networksbull Chat and instant messaging applications
(skype messenger hellip)
25
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Sharing
bull There are a large number of Web 20 websites that support the sharing of information items such as bookmarks images slides and videos etc
bull Provided by hosting services (images videos slides are stored on a server)
26
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
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Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
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Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Sharing
bull Can use specialized applications (see below) of features of other platforms and services (eg share photos through Facebook)
bull Examples ndash Flickr Pinterest ndash means of exchanging photos visible to all users (no account necessary)
allows users to post commentsndash Slideshare ndash channel for storing and exchanging presentationsndash YouTube and VideoLectures ndash sharing videos all users can see the posted videos and
leave comments on the websitesndash Social Bookmark sites eg delicious digg StumbleUponndash Social News websites eg reddit
27
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 28
Dissemination through Collaboration
Wiki
bull ldquoWikirdquo = Hawaiian word for ldquofastrdquo of ldquoquickrdquo
bull Described by the developer of the first wiki software Ward Cunningham as the ldquosimplest online database that could possibly workrdquo
bull Websites whose users can add modify or delete content via a web browser using simplified markup language or a rich-text editor
bull Most of the content is created collaboratively
bull Promotes meaningful topic associations between different pages by making link creation intuitively easy and showing whether an intended page exists or not
bull It seeks to involve the visitor in an ongoing process of creation and collaboration that constantly changes the Web site landscape
bull Often used for internal collaboration however when public alsoan indirect means for dissemination
httpwwwwikiorgwikicgiWhatIsWiki
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Social Networks
bull Provide a community aspect ie forms a community that shares information in a multi-directional way
bull Common features (regardless of platform) ndash construct a publicsemi-public profilendash articulate list of other users that they share a connection withndash view the list of connections within the system
bull Some sites allow users to upload pictures add multimedia content or modify the look and feel of the profile
bull Social networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels)
ndash Facebook Pages Groups Share optionsndash LinkedIn and Xing are focused on professional use and fit the purpose of organizations
29
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Internet Forums and Discussion Boards
30
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Internet Forums and Discussion Boards
bull Web applications managing user-generated content
bull Early forums can be described as a web version of an email list or newsgroup
bull Internet forums are prevalent in several countries Japan China
bull Are governed by a set of rules
bull Users have a specific designated role eg moderator administrator
bull Common features
ndash Tripcodes and capcodes - a secret password is added to the users name following a separator character
ndash Private message
ndash Attachment
ndash BBCode and HTML
ndash Emoticon or smiley to convey emotion
ndash RSS and ATOM feeds
31
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Group Communication
bull Many-to-manybull Threaded conversationsbull Usually created on a particular topicbull Have different access levelsbull Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration information sharing and discussionsbull Exampled Google Groups Facebook Groups Yahoo Groups LinkedIn Groups Xing
Groups bull Similar in many ways to Discussion boards and Internet Forums
32
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic Based Dissemination
Rich Snippets
bull Snippetsmdashthe few lines of text that appear under every search resultmdashare designed to give users a sense for whatrsquos on the page and why itrsquos relevant to their query
bull If Google understands the content on your pages it can create rich snippetsmdashdetailed information intended to help users with specific queries
33
wwwsti-innsbruckat
Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
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SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
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Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
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Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
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bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
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Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
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Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
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Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
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Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
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Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
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Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
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Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
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Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
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Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
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On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
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Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
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Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
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Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
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Semantic Based Dissemination
Overview
34
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
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Semantic Channels Vocabularies
38
and a lot more
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Overview of Channels
39
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SOCIAL MEDIA MONITORING
40
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What is Social Media Monitoring
Definition
Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities It supports a quick overview and insight into topics and opinions on the social web
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
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Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic Based Dissemination
bull Format is an explicit set of requirements to be satisfied by a material product or service
ndash The most known examples are RDF and OWL
bull 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
ndash URI = uniform resource identifierndash Semantic vocabularies include FOAF Dublin Core Good Relations etc
bull Implementation realization of an application plan idea model or designndash OWLIM - a family of semantic repositories or RDF database management system
35
httpsemanticweborgwikiOntology
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic Based Dissemination Formats
36
HTML Meta Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
bull A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology or sometimes also merely as a collection of URIs with a (usually informally) described meaning
bull For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel)
37
Semantic Channels Vocabularies
wwwsti-innsbruckat
Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
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Dynamic Shop integrated in the Hotel website
101
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Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
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Semantic Channels Vocabularies
38
and a lot more
wwwsti-innsbruckat
Overview of Channels
39
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SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
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Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
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Overview of Channels
39
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SOCIAL MEDIA MONITORING
40
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What is Social Media Monitoring
Definition
Social Media Monitoring is the continuous systematic observation and analysis of social media networks and social communities It supports a quick overview and insight into topics and opinions on the social web
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
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Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
SOCIAL MEDIA MONITORING
40
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
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Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
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
httpdewikipediaorgwikiSocial_MediaMonitoring
41
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 42
Social Media Monitoring
bull Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs twitter Facebook
etc)
Listening is active focused concentrated attention for the purpose of
understanding the meanings expressed by a speaker
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 43
Social Media Monitoring
What are Social Media Monitoring Tools
bull Harness the wealth of information available online in the form of user-generated content
bull These tools offer means for listening to the social media users analyzing and measuring their activity in relation to a brand or enterprise
bull Offer access to real customers opinions complaints and questions at real time in a highly scalable way
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 44
Social Media MonitoringChannels to analyze
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGS MAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Channels to analyze
1 Social networks eg
bull Facebook (Q1 2012)
ndash 526 million daily active users
ndash 32 billion Likes and Comments per day
ndash 500K comments per minute
ndash 700K status updates per minute
ndash 80K wall posts per minute
45
bull Twitter
ndash 200 million Tweets per day (2011)
ndash 200K Tweets per minute
bull LinkedIn 147 million users
bull Google+ 170 million users
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Channels to analyze
2 Sharing networks eg
bull YouTube
ndash 4 billion videos are viewed a day
ndash 100 million people take a social action on YouTube every week (likes shares comments etc)
bull Flickr gt6500 new photos per minute
bull Pinterest ndash 13 million users
ndash American users spend an average of 978 minutes
46
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Channels to analyze
3 Email lists
bull 2172 million Email users
bull 3375 million Active email accounts
bull 28 million emails per second
bull 90 trillion emails per year
47
4 Group Communication and Message Boards (eg Google Groups Yahoo Groups Facebook Groups etc)
bull Forums 2K posts per minute
bull Yahoo Groups
ndash 9 million groups
ndash 113 million users
ndash 933 thousand unique visitors daily
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Channels to analyze
5 News feeds
bull Total Feeds 694311
bull Atom Feeds 86496
bull RSS feeds 438102 (63 of the total)
source httpwwwsyndic8com
48
6 Blogs
bull gt95 million blogs available online
bull 22K posts per minute
bull Tumblr (Q2 2012)
ndash 559 Million blogs
ndash 233 Billion posts
ndash 20K posts per minute
bull WordPress (Q2 2012)
ndash 73724911 WordPress sites
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Channels to analyze
7 Traditional mediums
bull TV
ndash 365 TV channels licensed in Germany
bull Radio
ndash 822 Radio stations in Germany
bull Print mediums (newspapers magazines)
ndash 382 Daily newspapers in Germany
ndash 4180 Weekly magazines in Germany
49
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Channels to analyze
8 Online News
bull News websites gt25000
bull Online radio stations gt2700 Online radio stations in Germany
50
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Social Media Monitoring
51
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
FOUR ROLES FOR SEMANTIC TECHNOLOGIES
52
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic Analysis
53
What a computer understands from text messages
bla bla blabla
bla bla
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
What is Semantic Analysis
bull Discovering facts in texts and other sources (audio video etc)bull Deriving additional facts from thembull Somewhere in the Web the text fragment ldquoDieter is married to Annardquo occurs
(extracted statement)bull Named Entity Recognition tells us that Dieter is a (German) male given name and
Anna is a female given name (enriched with background knowledge)bull We can infer that Dieter and Anna are persons and
ndash Dieter is malendash Anna is female ndash Dieter is married to Annandash Anna is married to Dieterndash What with ldquoAnna-Marie is married with Dieterrdquo
(derive new facts)
54
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic Analysis
ndash Topic detectionndash Named entity recognitionndash Co-reference and Disambiguationndash Relation Extractionndash Sentiment detection and Opinion miningndash Social annotationndash Text summarization
bull Obviously all of them are needed in Social Media Analysis
55
Typical tasks of Information Extraction from Natural Language
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic as a channel
56
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic as a channel
57
bull Not to be interpreted by humans but machines that can make something out of it
bull Publishing Linked Data can take various formats and vocabularies
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
The three dimensions
58
Formateg RDFa
Implementationeg OWLIM
Vocabularyeg foaf
HTML Meta
Elements
1999
RDFs1998
RDF
2004
RDFa
2005
Microformats
2007
OWL
2008
SPARQL
2009
OWL 2
2010
RIF
2011
Microdata
and a lot more
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic Content Modelling
59
Separate content and channel
Same Event
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
ldquoI am about to propose the existence of something called the knowledge level within which knowledge is to be definedrdquo [Newell 1982]
bull Knowledge is intimately linked with rationality Systems of which rationality can be posited can be said to have knowledge
bull At the knowledge level knowledge is described functionally in terms of goals and rationality
bull At the symbol level knowledge is described operational in terms of achieving the goals through a certain sequence of activities
bull Obviously there are various ways to encode knowledge at the symbol level
60
Observer Agent
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 61
Separating Content and Rendering
bull Analogy 2 for juniors in the audience ndash Content may be presented differently in different contextsndash Therefore it should be modeled independent from a specific representationndash Stylesheets connect content with a specific presentation
bull Contentlthtmlgtltheadgtltlink rel=stylesheet type=textcss href=tryitcss gtltheadgtltbodygtltdiv itemscope itemtype=httpschemaorgPersongt ltimg src=httpwwwfenselcomdieterjpg itemprop=image gt ltspan id=propertygtTitle ltspan itemprop=jobTitlegtProf Drltspangtltspangt ltspan id=propertygtName ltspan itemprop=namegtDieter Fenselltspangtltspangt ltspan id=propertygtNationality ltspan itemprop=nationalitygtGermanltspangtltspangt ltspan id=propertygtBirthdate ltspan itemprop=birthdategtOctober 1960ltspangtltspangt ltspan id=propertygtAddress ltspan itemprop=address itemscope itemtype=httpschemaorgPostalAddressgt ltspan itemprop=streetAddressgtTechnikerstr 21altspangt ltspan itemprop=postalCodegt6020ltspangt ltspan itemprop=addressLocalitygtInnsbruckltspangt ltspan itemprop=addressRegiongtTirolltspangt ltspangtltspangt ltspan id=propertygtTel ltspan itemprop=telephonegt+43 512 507 6485ltspangtltspangt ltspan id=propertygtE-Mail lta href=mailtodieterfenselsti2at itemprop=emailgtdieterfenselsti2atltagtltspangt ltspan id=propertygtWWW lta href=httpwwwfenselcom itemprop=urlgthttpwwwfenselcomltagtltspangtltdivgtltbodygtlthtmlgt
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 62
Separating Content and Rendering
bull Style Sheet 1
body background-color rgb(220220255) font-familyTimes New Roman font-size20px
img float right
span[id=property] display block font-style italic
span[itemprop] font-weight bold font-style normal
alink color green font-style normal font-weight bold
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 63
Separating Content and Rendering
bull Style Sheet 2
body font-familyCalibri font-size25px
img float left width 120px margin-right 50px
span[id=property] margin-right 40px float left
span[itemprop] font-style italic
alink font-style italic font-weight bold
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 64
Use an Ontology to model the content
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 65
Use a weaver to align content and channels
Weaver
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 66
Semantic Channel Modelling
Matcher
Branch specific Ontology
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Semantic Channel Modelling
bull The number of digital publishing channels has increased exponentially in the past decade
bull Using semantics (ie an Ontology) to describe these channels
bull Automatic review and adjustment of content and dissemination to channels based on semantic match-making
bull Content-Channel mapping becomes an instance of Ontology alignment
67
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI SKY)
68
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 69
Reference architecture
bull SCEI is a reference architecturebull A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for concrete architectures in a particular domain
bull A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture
bull SCEI provides a semantic engagement engine applicable to various domains and tasks
bull Core of its efficiently and flexibility is its separation of concernbull And the proper separation and alignment of form and substancebull In total SCEI is based on three different types of functionalities
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 70
SCEI sky
bull Infrastructurendash The infrastructure layer provides basic functionalities needed by the other
functionalitiesndash The infrastructure layer is responsible for separating and multiple alignments of
communication content and communication channels
bull Communicationndash The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agentndash It combines these elements into useful patterns of on-line interactionsndash It supports exchange of meaning
bull Engagement ndash turns communication into cooperationndash Workflowndash Crow sourcingndash Value generation through on-line cooperation
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 71
Customization of the Architecture
bull To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains
bull Task customizationndash Advertisementndash Customer Relationship Managementndash Revenue managementndash Brand managementndash Reputation managementndash Quality management
bull Domain Customization Eg eTourisms
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 72
Infrastructure
bull Content can be down-and uploaded from GUIs Repositories CMSs and others
bull Channels are the millions of on-line communication possibilities
Infrastructure
ContentChannels
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 73
Infrastructure
ContentChannels
Content Manager- Import Content- Export Content
Channel Manager- Integrates- Personalizes- Interacts- Describes Channels
Weaver
Infrastructure
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 74
Infrastructure ndash Weaver
bull Separating content from channels also requires the explicit alignment of both
bull This is achieved through a weaver bull A weaver is
ndash an uni-set of tuples describing bi-directional content-channel mappingsndash an execution engine for these tuplesndash a GUI to define these tuples andndash a management and monitoring component for these tuple sets
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 75
Communication
bull Meaningful communication requires often more than just a single and isolated act of exchanging information
ndash It can be active or reactive (Dissemination Social Media Monitoring and its integration)
ndash It has a trace a historyndash It needs multi-channel switchndash It is bi-directional and multi-agentndash It is based on patterns of successful interaction styles (campaigning versus individual
interaction etc)
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Dissemination and Social Media Monitoring
bull Dissemination (from the Latin dissēminātus = ldquosowing seedsrdquo ldquoscatter wildly in every directionrdquo) refers to the process of broadcasting a message to the public without direct feedback from the audience
bull Takes on the view of the traditional view of communication which involves a sender and a receiver
bull The message carrier sends out information to many in a broadcasting system (composed of more than one channels)
76Image taken from httpnichcyorgwp-contentuploads201101rsz_1rsz_dissemination2jpg
The Conversation
SOCIAL NETWORKS
WIKIS
PHOTO SHARING
BLOGSMAINSTREAM MEDIA
MICROBLOGS
FORUMSNEWSGROUPS
VIDEO SHARING
SOCIAL MEDIA NEWSAGGREGATORS
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 77
Communication - Integration of Publication and Monitoring
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 78
Feedback
Example of Active
Communication performed by a
hotelier on Facebook
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 79
Feedback
Customer response to the hotelrsquos message
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 80
Response
Transmitter guest at hotel
External Re-active communication
Reactor hotelier
Source httpwwwtripadvisorcomShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvaniahtml
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 81
Communication - Trace
Tracing a conversation is crucial for making communication effective and efficient and is therefore required for
bull Communication has a historybull The communication history IS the
tracebull Communication must be
remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 82
Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple often very different channels
bull Agents are challenged to disseminate information over all appropriate channels
bull Activities of all channels the agent is active in must be monitored
bull Impact Feedback and Responses need to be collected from all channels
bull Eg switch from a public tweet to a private email response
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switch
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 83
Communication - Multi-Agent
bull Communication requires at least two agents a speaker and a listener
bull However communication does not occur in a void ndash thus the initial model may never occur in real life as there may always be more than one listener or more than one agent
bull Agents may receive responses from multiple listeners that may also listen and start to interact with each other
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agent
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 84
Communication Patterns
bull In software engineering a design pattern is a general reusable solution to a commonly occurring problem within a given context in software design
bull It is a description or template for how to solve a problem that can be used in many different situations
bull So patterns are formalized best practices that you must implement yourself in your application
Multi-ChannelPublishing
Social MediaMonitoring
Communicationbull Active and reactive communication
bull Tracing the communicationbull Multi-channel switch
bull Multi-agentbull Patterns
bull Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 85
Communication Patterns
bull The communication patterns could be a way to facilitate the response phase of an enterprise
bull A rich set of communication paradigms that address different types of issues by describing workflows of interaction with customers or potential customers
bull 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
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 86
Communication patterns
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 87
Engagement
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 88
Engagement Workflow management
What is Workflow management
bull A workflow consists of a sequence of concatenated (connected) steps
bull 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
bull Example Bad review
httpenwikipediaorgwikiWorkflow
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 89
Engagement - Crowdsourcing
What is Crowdsourcing
bull 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
bull The application of Open Source principles to fields outside of software
Howe (2008 2009)
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 90
Engagement - Crowdsourcing
Amazon Mechanical Turk
bull Amazonrsquos Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them
bull 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
bull 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
bull Mechanical Turk has more than 500000 people in its workforce Their median wage is about $140 an hour
bull Example Turn a text into a tweet
httpwwweconomistcomnode21555876
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 91
Engagement Value-Chain generation
ldquoA 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 valuesrdquo
Wikipedia
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 92
Engagement Value-Chain generation
bull The value chain generation lays on top of the other layers (ie workflow
management crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers
bull 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
bull For example for a hotelier this layer could be the bookability of his services
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 93
SCEI - Summary
Infrastructure
Enga
gem
ent
Workflow management
Crowdsourcing
Value-chain generation
Multi-Channel Publishing Social MediaMonitoring
Communicationbull Active and reactive
communicationbull Tracing the communication
bull Multi-channel switchbull Multi-agent
bull Pattern
Response
Impa
ctFe
edba
ck
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
SEEKDA SOCIAL AGENT
94
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 95
bull Total overnight stays 126 Mio (427 Mio in Tyrol)
bull Travel intensity per inhabitant (number of overnight stays divided by the resident population) Total 16 (63 in Tyrol)
bull Direct employment in tourism Total 307000
bull Direct spendings of foreign and resident visitors 30586000000 euro
bull Direct percentage of overall GDP through tourism 74
Facts and Figures on Tourism in Austria and Tyrol
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 96
Facts and Figures on Tourism in Austria and Tyrol
source httpwwwtnoozcomwp-contentuploads201207four-pillars-FULLjpgjpg
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Multi-channel booking problem
bull Hotels are facing the multi-channel booking problem
bull More than 100 different booking channels available
bull Daily maintenance of right balance of rooms availability across more than 100 channels does not scale
bull 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
bull An effort of maintaining hotelrsquos profile on 100 portals would require then at least 20 hours of work
97
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Multi-channel booking solution
bull The multi-channel solution for hotel-industry internet distribution
seekda connect
seekda IBE
98
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 99
bull Automatic support for online booking on multiple channels
bull One single entry point providing direct connections to different booking platforms
bull Simple Web-based user interface for management of bookings
seekda connect
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop
ndash Dynamic Shop Mobile
bull Benfits
ndash Hotels do not give part of their profit to booking chanells
ndash Guests spend less time in booking using the instant booking engine solution of seekda
100
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Dynamic Shop integrated in the Hotel website
101
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Direct bookability for hotels - challenges
bull Does the customer find the hotel web site
bull Does the customer trust the web site
bull Are hisher requests properly answered
bull Is hisher feedback taken serious and form a positive review of the hotel
102
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
bull Multi-channel communication tools can improve revenues and benefits within the hospitality industry by
ndash Increasing the on-line visible presence of hotels
ndash Make hotels offers visible to a broader audience via multiple channels
ndash Attract potential guests to hotel websites and thus increase direct bookability
ndash effective and targeted on-line marketing
103
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Multi Channel Communication and Yield Management
SCEI sky+
= holistic multi channel communication and revenue management for the hotelier
104
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Touristic Portal
bull Multi-channel communication (SCEI sky)
bull seekda booking engine
bull Linked Open Data (LOD)
bull On the fly service integration as you pay
bull Everything integrated into a comprehensive map
105
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Multi-channel communication
- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora amp destination
sites- chat- video amp photo
sharing
106
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 107
Multi-channel communication
Branch specific conceptsBranch specific concepts
Collect feedback
+ statistics
Web 30MobileOther
LODPress releases + Ads
WebBlog
Distribute content
Social Web
Weaver
SCEI
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 108
seekda booking engine
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
seekda booking engine - direct bookability for hotels
bull Booking quickly and directly via hotel Web sites
bull Seekda producs for direct bookability
ndash Dynamic Shop ndash Dynamic Shop Mobile
bull Benfitsndash Hotels do not give part of their
profit to booking chanellsndash You do not loose the guest
having him booking other hotels
109
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat 110
Linked Open Data (LOD)
Figure from httpwww4wiwissfu-berlindelodcloudstate September 2011
Factsbull 295 data setsbull Over 31 billion triplesbull Over 504 billion RDF links between data
sources
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Linked Open Data (LOD)
bull Use LOD to integrate and lookup data about
ndash places and routesndash time-tables for public transportndash hiking trailsndash ski slopesndash points-of-interest
111
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Linked Open Data (LOD) - data sets
bull Open Streetmapbull Google Places bull Databases of government
ndash TIRISndash DVT
bull Tourism amp Ticketing association bull IVB (busses and trams) bull OEBB (trains) bull Aumlrztekammerbull Supermarket chains listing of products bull Hofer and similar weekly offers bull ASFINAG TrafficCongestion data bull Herold (yellow pages)bull City archive bull MuseumsZoo bull News sources like TT (Tyrols major daily
newspaper) bull Statistik Austria
bull Innsbruck Airport (travel times airline schedules)
bull ZAMG (Weather) bull University of Innsbruck (Curricula
student statistics study possibilities) bull IKB (electricity water consumption) bull Entertainment facilities (Stadtcafe
Cinema) bull Special offers (Groupon)
112
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
On the fly service intergation as you pay
bull Data and services from destination sites integrated for recommendation and booking of
ndash Hotelsndash Restaurantsndash Cultural and entertainment eventsndash Sightseeingndash Shops
bull Two integration approachesndash ad-hoc service integration via Web
scrapping as a quick integration solution
ndash via APIs and backend integration for a long term durable solution
113
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
114
bull Based on Open Street Map
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
115
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
116
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
SCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
117
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
LODSCEI
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Everything integrated Tourist Map Austria
118
bull Based on Open Street Map
bull Increase on-line visibility for hotel and destination via multi-channel communication - SCEI
bull Hotels ski passes etc directly bookable ndash seekda engine
bull LOD to integrate and lookup data about hiking trails ski slopes etc
bull On the fly service integration as you pay
LODSCEI
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
6 SUMMARY
119
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
wwwsti-innsbruckat
Summary
bull The multi-channel monster can be seen as a threat ofndash Failing to be properly present (active and passive) in a multitude of opportunitiesndash Spending a non-justify effort on achieving the formerndash Going out of business in both cases (even if for different reasons)
bull We propose a scalable solution for this based on using semanticsbull Core is the separation of content and channel and its explicit
interweavementbull For our approach semantics is a corner stone but requires many
additional services and layers to actually provide its potentialbull Together with Seekda we are currently focusing on the eTourisms
domain however other verticals may followbull In general we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line
120
