Oc medium

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

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

www.sti-innsbruck.at

The Crazy Hotelier

2

HOTEL RECEPTION

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


The Crazy Hotelier

3

HOTEL RECEPTION

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


The Crazy Hotelier

4

HOTEL RECEPTION

- walk-in customer

- telephone



The Crazy Hotelier

5

HOTEL RECEPTION

- walk-in customer

- telephone

- email



The Crazy Hotelier

6

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax



The Crazy Hotelier

7

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website



The Crazy Hotelier

8

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites



The Crazy Hotelier

9

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites



The Crazy Hotelier

10

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites

- social network sites



The Crazy Hotelier

11

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs



The Crazy Hotelier

12

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs

- fora & destination sites



The Crazy Hotelier

13

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs


- chat



The Crazy Hotelier

14

HOTEL RECEPTION

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs


- chat

- video & photo sharing



The Crazy Hotelier

15

HOTEL RECEPTION

The Hotelier doesn’t

only have to deal with

an overwhelming

number of

communication

channels, but also has

to pay up to 15% sales

commissions to the

booking sites!


The Crazy Hotelier

16

HOTEL RECEPTION

-> 40 million overnight stays

-> 3 billion € transaction

volume

-> 70 million € sales

commission


(Mulpuru, Harteveldt, & Roberge, 2011)

Call this “the growth of the multichannel monster”

17


Content

1. Multi-channel Dissemination

2. Social Media Monitoring

3. Four Roles for Semantics

4. Semantic Communication Engine Innsbruck (SCEI*sky)

5. Seekda Social Agent (SESA)

6. Summary

18


MULTI-CHANNEL DISSEMINATION

19


Dissemination

• Dissemination refers to the process of broadcasting a

message to the public without direct feedback from the

audience

• Takes the traditional view of communication which

involves a sender and a receiver.

• The message carrier sends out information to many in a

broadcasting system (composed of more than one

channels)

• “In telecommunications and computer networking, a

communication channel, or channel, refers either to a

physical transmission medium such as a wire, or to a

logical connection over a multiplexed medium such as a

radio channel.” (Wikipedia)

20Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg

http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg


Dissemination

Classification of channels by the type of service they provide:

–Static Broadcasting

–Dynamic Broadcasting

–Sharing

–Collaboration

–Social Networks

–Internet Forum and Discussion Boards

–On-line Group Communication

–Semantic-based Communication

Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon

21

http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon


Static Broadcasting

• Prehistoric methods of dissemination: cave drawings, stories of triumphs on

columns and arches, history on pyramids, stones with messages

• More modern means: printed press, newspapers, journals

• Online static dissemination: homepage …. And various web sites

22


Static Broadcasting

23

Homepage Example

Static Website Example

The same hotel mentioned on Wikitravel’s entry for

Innsbruck


Static Broadcasting

24

Static Website Example

Entry in Wikipedia for Hotel Goldener Adler


Dynamic Communication

Small piece of content that is dependent

on constraints such as time or location.

Examples of tools (organized considering first

the length of message and second – the level of

interactivity)

• News Feeds (f.e., RSS)

• Newsletters

• Email / Email lists

• Microblogs (twitter, tumblr, …)

• Blogs

• Social networks

• Chat and instant messaging applications

(skype, messenger, …)

25


Sharing

• There are a large number of Web 2.0 websites that support the sharing of information

items such as: bookmarks, images, slides, and videos, etc.

• Provided by hosting services (images, videos, slides are stored on a server)

26


Sharing

• Can use specialized applications (see below) of features of other platforms and

services (e.g. share photos through Facebook)

• Examples:

– Flickr, Pinterest – means of exchanging photos, visible to all users (no account necessary),

allows users to post comments;

– Slideshare – channel for storing and exchanging presentations;

– YouTube and VideoLectures – sharing videos, all users can see the posted videos and leave

comments on the websites

– Social Bookmark sites: e.g. delicious, digg, StumbleUpon

– Social News websites: e.g. reddit

27


Dissemination through Collaboration

Wiki

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

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

“simplest online database that could possibly work”*.

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

simplified markup language or a rich-text editor.

• Most of the content is created collaboratively.

• Promotes meaningful topic associations between different pages by making link

creation intuitively easy and showing whether an intended page exists or not.

• It seeks to involve the visitor in an ongoing process of creation and

collaboration that constantly changes the Web site landscape

• Often used for internal collaboration, however, when public also

an indirect means for dissemination.

*http://www.wiki.org/wiki.cgi?WhatIsWiki

28


Social Networks

• Provide a community aspect, i.e. forms a community that shares information in a

multi-directional way

• Common features (regardless of platform):

– construct a public/semi-public profile;

– articulate list of other users that they share a connection with;

– view the list of connections within the system

• Some sites allow users to upload pictures, add multimedia content or modify the look

and feel of the profile

• Social networks typically offer more than one channel of dissemination (thus they will

be considered platforms with many available dissemination channels):

– Facebook: Pages, Groups, Share options

– LinkedIn and Xing are focused on professional use and fit the purpose of organizations

29


Internet Forums and Discussion Boards

30


Internet Forums and Discussion Boards

• Web applications managing user-generated content

• Early forums can be described as a web version of an email list or newsgroup

• Internet forums are prevalent in several countries: Japan, China

• Are governed by a set of rules

• Users have a specific designated role, e.g. moderator, administrator

• Common features

– Tripcodes and capcodes - a secret password is added to the user's name following a

separator character

– Private message

– Attachment

– BBCode and HTML

– Emoticon or smiley to convey emotion

– RSS and ATOM feeds

31


Group Communication

• Many-to-many

• Threaded conversations

• Usually created on a particular topic

• Have different access levels

• Better for disseminating within a group that shares common interests as the purpose

of the services is to enable collaboration, information sharing and discussions

• Exampled: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups,

Xing Groups.

• Similar in many ways to Discussion boards and Internet Forums

32


Semantic Based Dissemination

Rich Snippets

• Snippets—the few lines of text that appear under every search result—are designed

to give users a sense for what’s on the page and why it’s relevant to their query.

• If Google understands the content on your pages, it can create rich snippets—

detailed information intended to help users with specific queries.

33



Overview

34

Format

e.g. RDFa

Implementation

e.g. OWLIM

Vocabulary

e.g. foaf



• Format is an explicit set of requirements to be satisfied by a material, product, or

service.

– The most known examples are RDF and OWL.

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

weight) ontology, or sometimes also merely as a collection of URIs with an (usually

informally) described meaning*.

– URI = uniform resource identifier

– Semantic vocabularies include: FOAF, Dublin Core, Good Relations, etc.

• Implementation realization of an application, plan, idea, model, or design.

– OWLIM - a family of semantic repositories, or RDF database management system

35

* http://semanticweb.org/wiki/Ontology

http://semanticweb.org/wiki/Ontology


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


• 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.

• For us these vocabularies are channels (roughly a vocabulary corresponds to a

platform and a term to a channel).

37

Semantic Channels: Vocabularies


Semantic Channels: Vocabularies

38

... and a lot more


Overview of Channels

39


SOCIAL MEDIA MONITORING

40


What is Social Media Monitoring?

Definition*

Social Media Monitoring is the continuous systematic observation and

analysis of social media networks and social communities. It supports a

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

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

41

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


Social Media Monitoring

• Social Media Monitoring tools facilitate the listening of what people say

about various topics in the social media sphere (blogs, twitter, Facebook,

etc.)

Listening: is active, focused, concentrated attention for the purpose of

understanding the meanings expressed by a speaker.

42



What are Social Media Monitoring Tools?

• Harness the wealth of information available online in the form of user-

generated content

• These tools offer means for listening to the social media users, analyzing

and measuring their activity in relation to a brand or enterprise

• Offer access to real customers opinions, complaints and questions, at real

time, in a highly scalable way

43



Channels to analyze

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

44


Channels to analyze

1. Social networks, e.g.:

• Facebook (Q1 2012):

– 526 million daily active users

– 3.2 billion Likes and Comments per

day

– 500K comments per minute

– 700K status updates per minute

– 80K wall posts per minute

45

• Twitter:

– 200 million Tweets per day (2011)

– 200K Tweets per minute

• LinkedIn: 147 million users

• Google+: 170 million users


Channels to analyze

2. Sharing networks, e.g.:

• YouTube:

– 4 billion videos are viewed a day

– 100 million people take a social action on YouTube every week (likes, shares,

comments, etc)

• Flickr: >6.500 new photos per minute

• Pinterest:

– 13 million users

– American users spend an average of 97.8 minutes

46


Channels to analyze

3. Email lists

• 2172 million Email users

• 3375 million Active email

accounts

• 2.8 million emails per second

• 90 trillion emails per year

47

4. Group Communication and

Message Boards (e.g. Google

Groups, Yahoo! Groups, Facebook

Groups, etc.)

• Forums: 2K posts per minute

• Yahoo! Groups:

– 9 million groups

– 113 million users

– 933 thousand unique visitors daily


Channels to analyze

5. News feeds

• Total Feeds*: 694,311

• Atom Feeds*: 86,496

• RSS feeds*: 438,102 (63% of

the total)

*source: http://www.syndic8.com

48

6. Blogs:

• >95 million blogs available online

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23.3 Billion posts

– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

http://www.syndic8.com/


Channels to analyze

7. Traditional mediums:

• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

• Print mediums (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

49


Channels to analyze

8. Online News:

• News websites: >25.000

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

50



51


FOUR ROLES FOR SEMANTIC

TECHNOLOGIES

52


Semantic Analysis

53

What a computer understands from text messages:

bla bla bla...bla...

bla bla...


What is Semantic Analysis?

• Discovering facts in texts and other sources (audio, video, etc.)

• Deriving additional facts from them

• Somewhere in the Web the text fragment “Dieter is married to Anna” occurs

(extracted statement)

• Named Entity Recognition tells us that Dieter is a (German) male given name, and

Anna is a female given name (enriched with background knowledge)

• We can infer that Dieter and Anna are persons and– Dieter is male

– Anna is female

– Dieter is married to Anna

– Anna is married to Dieter

– What with “Anna-Marie is married with Dieter”?

(derive new facts)

54


Semantic Analysis

– Topic detection

– Named entity recognition

– Co-reference and Disambiguation

– Relation Extraction

– Sentiment detection and Opinion mining

– Social annotation

– Text summarization

• Obviously all of them are needed in Social Media Analysis

55

Typical tasks of Information Extraction from Natural Language:


Semantic as a channel

56


Semantic as a channel

57

• Not to be interpreted by humans, but machines that can make something

out of it:

• Publishing Linked Data can take various formats and vocabularies


The three dimensions

58

Format

e.g. RDFa

Implementation

e.g. OWLIM

Vocabulary

e.g. foaf

HTML Meta

Elements

1999

RDFs

1998RDF

2004

RDFa

2005

Microformats

2007

OWL

2008

SPARQL

2009

OWL 2

2010

RIF

2011

Microdata

... and a lot more


Semantic Content Modelling

59

Separate content and channel.

Same Event


Separating Symbol and Knowledge Level

Analogy 1 (for senior people in the audience)

“I am about to propose the existence of something called the knowledge level,

within which knowledge is to be defined.” [Newell, 1982]

• Knowledge is intimately linked with

rationality. Systems of which

rationality can be posited can be

said to have knowledge.

• At the knowledge level, knowledge

is described functionally in terms

of goals and rationality.

• At the symbol level, knowledge is described operational in terms of

achieving the goals through a certain sequence of activities.

• Obviously, there are various ways to encode knowledge at the symbol level.

60

Observer Agent


Separating Content and Rendering

• Analogy 2 for juniors in the audience :

– Content may be presented differently in different contexts.

– Therefore, it should be modeled independent from a specific representation

– Stylesheets connect content with a specific presentation

• Content:

61

<html><head>

<link rel="stylesheet" type="text/css" href="/tryit.css" /></head>

<body>

<div itemscope itemtype="http://schema.org/Person">

<img src="http://www.fensel.com/dieter.jpg" itemprop="image" />

Title: Prof. Dr.

Name: Dieter Fensel

Nationality: German

Birthdate: October 1960

Address: 

Technikerstr. 21a,

6020

Innsbruck,

Tirol



Tel.: +43 512 507 6485

E-Mail: <a href="mailto:[email protected]" itemprop="email">[email protected]</a>

WWW: <a href="http://www.fensel.com/" itemprop="url">http://www.fensel.com/</a>

</div></body><html>



62

• Style Sheet 1:

body

{

background-color: rgb(220,220,255);

font-family:"Times New Roman";

font-size:20px;

}

img { float: right; }

span[id="property"]

{

display: block;

font-style: italic;

}

span[itemprop]

{

font-weight: bold;

font-style: normal;

}

a:link

{

color: green;

font-style: normal;

font-weight: bold;

}



63

• Style Sheet 2:

body

{

font-family:"Calibri";

font-size:25px;

}

img

{

float: left;

width: 120px;

margin-right: 50px;

}

span[id="property"]

{

margin-right: 40px;

float: left;

}

span[itemprop] { font-style: italic; }

a:link

{

font-style: italic;

font-weight: bold;

}


Use an Ontology to model the content

64


Use a weaver to align content and channels

Weaver

Branch specific Ontology

Collect feedback

+

statistics

Web 3.0/Mobile/OtherWeb/Blog

Distribute content

Social Web

65


Semantic Channel Modelling

Matcher

Branch specific Ontology

Collect feedback

+

statistics

Web

3.0/Mobile/Other

Web/Blog

Distribute content

Social Web

66


Semantic Channel Modelling

• The number of digital publishing channels has increased exponentially in

the past decade.

• Using semantics (i.e., an Ontology) to describe these channels.

• Automatic review and adjustment of content and dissemination to channels

based on semantic match-making.

• Content-Channel mapping becomes an instance of Ontology alignment.

67


SEMANTIC COMMUNICATION

ENGINE INNSBRUCK (SCEI *SKY)

68


Reference architecture

• SCEI is a reference architecture.

• A reference software architecture is a software architecture where the

structures and respective elements and relations provide templates for

concrete architectures in a particular domain.

• A reference architecture consists of a list of functions and some

indication of their interfaces (or APIs) and interactions with each other

and with functions located outside of the scope of the reference

architecture.

• SCEI provides a semantic engagement engine applicable to various

domains and tasks.

• Core of its efficiently and flexibility is its separation of concern.

• And the proper separation and alignment of form and substance.

• In total, SCEI is based on three different types of functionalities.

69


SCEI *sky

• Infrastructure

– The infrastructure layer provides basic functionalities needed by the other

functionalities.

– The infrastructure layer is responsible for separating and multiple alignments of

communication content and communication channels.

• Communication

– The communication layer used the basic functionality of the infrastructure layer to

implement the on-line communication of an agent.

– It combines these elements into useful patterns of on-line interactions.

– It supports exchange of meaning.

• Engagement

– turns communication into cooperation.

– Workflow

– Crow sourcing

– Value generation through on-line cooperation.

70


Customization of the Architecture

• To derive concrete products and services from the reference

architecture it must be instantiated for Application types (Tasks) and

Domains.

• Task customization:

– Advertisement

– Customer Relationship Management

– Revenue management

– Brand management

– Reputation management

– Quality management

• Domain Customization: E.g., eTourisms.

71


Infrastructure

• Content can be down-/and uploaded from GUIs,

Repositories, CMSs, and others

• Channels are the millions of on-line communication

possibilities

Infrastructure

ContentChannels

72


Infrastructure

Content

Channels

Content Manager- Import Content

- Export Content

Channel Manager- Integrates

- Personalizes

- Interacts

- Describes Channels

Weaver

Infrastructure

73


Infrastructure – Weaver

• Separating content from channels also requires the explicit alignment of

both.

• This is achieved through a weaver.

• A weaver is

– an uni-set of tuples describing bi-directional content-channel mappings,

– an execution engine for these tuples,

– a GUI to define these tuples, and

– a management and monitoring component for these tuple sets.

74


Communication

• Meaningful communication requires often more than just a single and

isolated act of exchanging information.

– It can be active or reactive (Dissemination, Social Media Monitoring, and its

integration)

– It has a trace, a history

– It needs multi-channel switch

– It is bi-directional and multi-agent

– It is based on patterns of successful interaction styles (campaigning versus individual

interaction, etc.)

75


Dissemination and Social Media Monitoring

• Dissemination (from the Latin

dissēminātus = “sowing seeds”,

“scatter wildly in every direction”)

refers to the process of broadcasting a

message to the public without direct

feedback from the audience.

• Takes on the view of the traditional

view of communication which involves

a sender and a receiver.

• The message carrier sends out

information to many in a broadcasting

system (composed of more than one

channels).

76Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGSMAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg


Communication - Integration of Publication and

Monitoring

Multi-Channel

Publishing

Social Media

Monitoring

Communication• Active and reactive

communication

77


Feedback

Example of Active

Communication performed by a

hotelier on Facebook

78


Feedback

Customer response to the hotel’s message

79


Response

Transmitter: guest at hotel

External ⟹ Re-activecommunication

Reactor: hotelier

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

80

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


Communication - Trace

Tracing a conversation is crucial for

making communication effective and

efficient, and is therefore required for

• Communication has a history

• The communication history IS the

trace

• Communication must be

remembered otherwise it is

meaningless

Multi-Channel

Publishing

Social Media

Monitoring


communication

• Tracing the communication

81


Communication - Multi-Channel Switch

(Online) Communication is scattered

over multiple, often very different

channels.

• Agents are challenged to

disseminate information over all

appropriate channels.

• Activities of all channels the

agent is active in must be

monitored.

• Impact, Feedback and

Responses need to be collected

from all channels.

• E.g., switch from a public tweet

to a private email response.

Multi-Channel

Publishing

Social Media

Monitoring


communication


• Multi-channel switch

82


Communication - Multi-Agent

• Communication requires at least

two agents: a speaker and a

listener.

• However, communication does

not occur in a void – thus the

initial model may never occur in

real life as there may always be

more than one listener or more

than one agent.

• Agents may receive responses

from multiple listeners that may

also listen and start to interact

with each other.

Multi-ChannelPublishing

Social MediaMonitoring

Communication• Active and reactive communication

• Tracing the communication• Multi-channel switch

• Multi-agent

83


Communication Patterns

• In software engineering, a design

pattern is a general reusable

solution to a commonly

occurring problem within a

given context in software design.

• It is a description or template

for how to solve a problem that

can be used in many different

situations.

• So patterns are formalized best

practices that you must

implement yourself in your

application.

Multi-ChannelPublishing

Social MediaMonitoring

Communication• Active and reactive communication

• Tracing the communication• Multi-channel switch

• Multi-agent• Patterns

84

• Based on this definition of Software design patterns we introduce at this

point the idea of the communication patterns.


Communication Patterns

• The communication patterns could be a way to facilitate the response

phase of an enterprise.

• A rich set of communication paradigms that address different types of

issues by describing workflows of interaction with customers or

potential customers.

• It should be a dynamic set of patterns in the sense that it is being

extended and altered continuously according to the needs of the

customers and the nature of the issues that are arising.

85


Communication patterns

86


Engagement

Enga

gem

en

t

Workflow management

Crowdsourcing

Value-chain generation

87


Engagement

Workflow management

What is Workflow management?

• A workflow consists of a sequence of concatenated (connected) steps*.

• Workflow management refers to the process of assigning, tracking and

responding to social media streams, usually in a team environment in

order to prevent double responses and missed opportunities. It is crucial

for an enterprise tool to promote team productivity through collaboration.

• Example: Bad review

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

88

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


Engagement - Crowdsourcing

What is Crowdsourcing?

• Crowdsourcing is the act of taking a job traditionally performed by a

designated agent (usually an employee) and outsourcing it to an

undefined, generally large group of people in the form of an open call.

• The application of Open Source principles to fields outside of software.

Howe (2008, 2009)

89


Engagement - Crowdsourcing

Amazon Mechanical Turk

• Amazon’s Mechanical Turk is a market in which anyone can post tasks to be

completed and specify prices paid for completing them.

• The inspiration of the system was to have users complete simple tasks that

would otherwise be extremely difficult (if not impossible) for computers to

perform.

• A number of businesses use Mechanical Turk to source thousands of micro-

tasks that require human intelligence, for example to identify objects in

images, find relevant information, or to do natural language processing.

• Mechanical Turk has more than 500,000 people in its workforce. Their

median wage is about $1.40 an hour.*

• Example: Turn a text into a tweet.

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

90

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


Engagement

Value-Chain generation

“A value chain is a chain of activities for a firm operating in a specific industry.

The business unit is the appropriate level for construction of a value chain, not

the divisional level or corporate level. Products pass through all activities of

the chain in order, and at each activity the product gains some value. The

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

independent activities' values.”

Wikipedia

91


Engagement

Value-Chain generation

• The value chain generation lays on top of the other layers (i.e. workflow

management, crowdsourcing and communication patterns) and reflects the

aim of the enterprise to monetize their activities through these layers.

• The ultimate target for keeping the customers happy and engaged to the

brand is to increase the revenue. Thus, it is important to have a layer on top

of the communication that transforms long-term relationships into economic

transactions and new opportunities for the enterprise.

• For example, for a hotelier this layer could be the bookability of his services.

92


SCEI - Summary

Infrastructure

Enga

gem

en

t

Workflow management

Crowdsourcing

Value-chain generation

Multi-Channel Publishing Social Media

Monitoring


communication


• Multi-channel switch

• Multi-agent

• Pattern

93


SEEKDA SOCIAL AGENT

94


• Total overnight stays 126 Mio (42,7 Mio in Tyrol)

• Travel intensity per inhabitant (number of overnight stays divided by the

resident population): Total 16 (63 in Tyrol)

• Direct employment in tourism: Total 307.000

• Direct spendings of foreign and resident visitors: 30.586.000.000 €

• Direct percentage of overall GDP through tourism: 7.4%

Facts and Figures on Tourism in Austria and Tyrol

95


Facts and Figures on Tourism in Austria and Tyrol

96

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

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


Multi-channel booking problem

• Hotels are facing the multi-channel booking problem

• More than 100 different booking channels available

• Daily maintenance of right balance of rooms availability

across more than 100 channels does not scale

• Average time for hoteliers required to maintain a profile of a

medium size hotel at one portal takes between 5 to 15

minutes a day

• An effort of maintaining hotel’s profile on 100 portals would

require then at least 20 hours of work

97


Multi-channel booking solution

• The multi-channel solution for hotel-industry internet

distribution

seekda! connect

seekda! IBE

98

www.sti-innsbruck.at 99

• Automatic support for online booking on multiple channels

• One single entry point providing direct connections to

different booking platforms

• Simple, Web-based user interface for management of

bookings

seekda connect


Direct bookability for hotels

• Booking quickly and directly via hotel Web sites

• Seekda producs for direct bookability:

– Dynamic Shop

– Dynamic Shop Mobile

• Benfits:

– Hotels do not give part of their profit to booking chanells

– Guests spend less time in booking using the instant booking engine solution of

seekda

100


Dynamic Shop integrated in the Hotel website

101


Direct bookability for hotels - challenges

• Does the customer find the hotel web site?

• Does the customer trust the web site?

• Are his/her requests properly answered?

• Is his/her feedback taken serious and form a positive review of the hotel?

102


Multi Channel Communication and Yield

Management

• Multi-channel communication tools can improve revenues and benefits

within the hospitality industry by:

– Increasing the on-line visible presence of hotels

– Make hotels offers visible to a broader audience via multiple channels

– Attract potential guests to hotel websites and thus increase direct bookability

– effective and targeted on-line marketing

103


Multi Channel Communication and Yield

Management

SCEI *sky+

= holistic multi channel communication

and revenue management for the hotelier

104


Touristic Portal

• Multi-channel communication (SCEI *sky)

• seekda booking engine

• Linked Open Data (LOD)

• On the fly service integration as you pay

• Everything integrated into a comprehensive map

105


Multi-channel communication

- walk-in customer

- telephone

- email

- fax

- hotel website

- review sites

- booking sites


- blogs


- chat

- video & photo sharing

106


Multi-channel communication

Branch specific concepts

Collect feedback

+

statistics

Web 3.0/Mobile/OtherWeb/Blog

Distribute content

Social Web

Weaver

107

SCEI


seekda booking engine


seekda booking engine - direct bookability for

hotels

• Booking quickly and directly via

hotel Web sites

• Seekda producs for direct

bookability:

– Dynamic Shop

– Dynamic Shop Mobile

• Benfits:

– Hotels do not give part of their

profit to booking chanells

– You do not loose the guest

having him booking other hotels

109


Linked Open Data (LOD)

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

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

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


Linked Open Data (LOD)

• Use LOD to integrate and lookup data

about

– places and routes

– time-tables for public transport

– hiking trails

– ski slopes

– points-of-interest

111


Linked Open Data (LOD) - data sets

• Open Streetmap

• Google Places

• Databases of government

– TIRIS

– DVT

• Tourism & Ticketing association

• IVB (busses and trams)

• OEBB (trains)

• Ärztekammer

• Supermarket chains: listing of products

• Hofer and similar: weekly offers

• ASFINAG: Traffic/Congestion data

• Herold (yellow pages)

• City archive

• Museums/Zoo

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

• Statistik Austria

• Innsbruck Airport (travel times, airline schedules)

• ZAMG (Weather)

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

• IKB (electricity, water consumption)

• Entertainment facilities (Stadtcafe, Cinema...)

• Special offers (Groupon)

112


On the fly service intergation as you pay

• Data and services from destination

sites integrated for recommendation

and booking of

– Hotels

– Restaurants

– Cultural and entertainment events

– Sightseeing

– Shops

• Two integration approaches:

– ad-hoc service integration: via Web

scrapping as a quick integration

solution

– via APIs and backend integration

for a long term, durable solution

113


Everything integrated: Tourist Map Austria

114

• Based on Open

Street Map



115

• Based on Open

Street Map

• Increase on-line

visibility for hotel and

destination via multi-

channel

communication -

SCEI

SCEI



116

• Based on Open

Street Map




channel

communication -

SCEI

• Hotels, ski passes,

etc. directly bookable

– seekda engine

SCEI



117

• Based on Open

Street Map




channel

communication -

SCEI



– seekda engine

• LOD to integrate and

lookup data about

hiking trails, ski

slopes, etc.

LODSCEI



118

• Based on Open

Street Map




channel

communication -

SCEI



– seekda engine

• LOD to integrate and

lookup data about

hiking trails, ski

slopes, etc.

• On the fly service

integration as you pay

LODSCEI


6. SUMMARY

119


Summary

• The multi-channel monster can be seen as a threat of:

– Failing to be properly present (active and passive) in a multitude of opportunities

– Spending a non-justify effort on achieving the former

– Going out of business in both cases (even if for different reasons)

• We propose a scalable solution for this based on using semantics.

• Core is the separation of content and channel and its explicit

interweavement.

• For our approach, semantics is a corner stone but requires many

additional services and layers to actually provide its potential.

• Together with Seekda we are currently focusing on the eTourisms

domain, however, other verticals may follow.

• In general, we target domains (verticals) with many SMEs that need to

intensively interact with their customers on-line.

120

Date post:	16-Jul-2015
Category:	Presentations & Public Speaking
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