The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customerThe Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone
The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat- video & photo sharing
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HOTEL RECEPTION
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The Crazy Hotelier
The Hotelier doesn’tonly have to deal withan overwhelmingnumber ofcommunicationcommunicationchannels, but also hasto pay up to 15% salescommissions to thebooking sites!
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HOTEL RECEPTION
The Crazy Hotelier
-> 40 million overnight stays-> 3 billion € transaction
volume-> 70 million € sales
commissioncommission
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HOTEL RECEPTION
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(Mulpuru, Harteveldt, & Roberge, 2011)
Call this “the growth of the multichannel monster”
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Content
1. Multi-channel Dissemination
2 S i l M di M it i2. Social Media Monitoring
3. Semantic Communication Engine Innsbruck
4. Seekda Social Agent
5. Summary
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MULTI-CHANNEL DISSEMINATION
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Dissemination
Dissemination refers to the process of broadcasting a message to the public. Classification of channels:message to the public. Classification of channels:
– Static Broadcasting
– Dynamic Broadcasting
– Sharing
– Collaboration
– Social Networks
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– Internet Forum and Discussion Boards
– On-line Group Communication
–Semantic-based Communication
Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon
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Static Broadcasting
• Prehistoric methods of dissemination: cave drawings, stories of triumphs on columns and arches, history on pyramids, stones with messages
• More modern means: printed press, newspapers, journals
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• Online static dissemination: homepage …. And various web sites
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Static Broadcasting
Homepage Example
St ti W b it E l
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Static Website Example
The same hotel mentioned on Wikitravel’s entry for
Innsbruck
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Static Broadcasting
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
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Dynamic Communication
Small piece of content that is dependent on constraints such as time or location.
Examples of tools (organized considering first the length of message and second – the level of interactivity)
• News Feeds (f.e., RSS)
• Newsletters
• Email / Email lists
• Microblogs (twitter, tumblr, …)
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• Blogs
• Social networks
• Chat and instant messaging applications
(skype, messenger, …)
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Sharing
• There are a large number of Web 2.0 websites that support the sharing of information items such as: bookmarks, images, slides, and videos, etc.
• Can use specialized applications (see below) of features of other platforms and services (e g share photos through Facebook)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
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Dissemination through Collaboration
Wiki
• “Wiki” = Hawaiian word for “fast” of “quick”.
• Described by the developer of the first wiki software Ward Cunningham as theDescribed by the developer of the first wiki software, Ward Cunningham, as the“simplest online database that could possibly work”*.
• Websites whose users can add, modify or delete content via a web browser usingsimplified markup language or a rich-text editor.
• Most of the content is created collaboratively.
• Promotes meaningful topic associations between different pages by making linkcreation intuitively easy and showing whether an intended page exists or not.
• Often used for internal collaboration, however, when public also
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an indirect means for dissemination.
*http://www.wiki.org/wiki.cgi?WhatIsWiki
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Social Networks
• Provide a community aspect, i.e. forms a community that shares information in amulti-directional way
• Common features (regardless of platform):( g p )– construct a public/semi-public profile;
– articulate list of other users that they share a connection with;
– view the list of connections within the system
• Some sites allow users to upload pictures, add multimedia content or modify the lookand feel of the profile
• Social networks typically offer more than one channel of dissemination (thus they willbe considered platforms with many available dissemination channels):
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– Facebook: Pages, Groups, Share options
– LinkedIn and Xing are focused on professional use and fit the purpose of organizations
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Internet Forums and Discussion Boards
• 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 aseparator character
– Private message
– Attachment
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– BBCode and HTML
– Emoticon or smiley to convey emotion
– RSS and ATOM feeds
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Group Communication
• Many-to-many
• Threaded conversations
U ll d i l i• Usually created on a particular topic
• Have different access levels
• Better for disseminating within a group that shares common interests as the purpose of the services is to enable collaboration, information sharing and discussions
• Similar in many ways to Discussion boards and Internet Forums
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Semantic Based Dissemination
Rich Snippets
• Snippets—the few lines of text that appear under every search result—are designedto give users a sense for what’s on the page and why it’s relevant to their query.to give users a sense for what s on the page and why it s relevant to their query.
• If Google understands the content on your pages, it can create rich snippets—detailed information intended to help users with specific queries.
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The three dimensions
HTML Meta
Elements
1999
RDFsRDFs
1998RDFRDF
2004
RDFaRDFa
2005
MicroformatsMicroformats
2007
OWLOWL
SPARQL
Formate.g. RDFa
I l t ti
s
2008
SPARQL
2009
OWL 2OWL 2
2010
RIFRIF
2011
MicrodataMicrodata
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Implementatione.g. OWLIM
Vocabularye.g. foaf
... and a lot more
Overview of Channels
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SOCIAL MEDIA MONITORING
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What is Social Media Monitoring?
Definition*
Social Media Monitoring is the continuous systematic observation andanalysis of social media networks and social communities It supports aanalysis of social media networks and social communities. It supports aquick overview and insight into topics and opinions on the social web.
• Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs, twitter, Facebook,
etc.)
Listening: is active, focused, concentrated attention for the purpose of
understanding the meanings expressed by a speaker.
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Social Media MonitoringChannels to analyze
MICROBLOGS
FORUMS/NEWSGROUPS
VIDEO SHARING
The Conversation
SOCIAL NETWORKS
WIKIS
VIDEO SHARING
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PHOTO SHARING
BLOGS MAINSTREAM MEDIA
SOCIAL MEDIA NEWSAGGREGATORS
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Channels to analyze
Social networks, e.g.:
• Facebook (Q1 2012):
• Twitter:
– 200 million Tweets per day (2011)• Facebook (Q1 2012):
– 526 million daily active users
– 3.2 billion Likes and Comments per day
– 500K comments per minute
– 200K Tweets per minute
• LinkedIn: 147 million users
• Google+: 170 million users
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– 700K status updates per minute
– 80K wall posts per minute
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Channels to analyze
Sharing networks, e.g.:
• YouTube:YouTube:
– 4 billion videos are viewed a day
– 100 million people take a social action on YouTube every week (likes, shares, comments, etc)
• Flickr: >6.500 new photos per minute
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• Pinterest: – 13 million users
– American users spend an average of 97.8 minutes
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Channels to analyze
News feeds
• Total Feeds*: 694 311
Blogs:
• >95 million blogs available onlineTotal Feeds : 694,311
• Atom Feeds*: 86,496
• RSS feeds*: 438,102 (63% of the total)
• 22K posts per minute
• Tumblr (Q2 2012):
– 55.9 Million blogs
– 23.3 Billion posts
– 20K posts per minute
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*source: http://www.syndic8.com
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• WordPress (Q2 2012)
– 73.724.911 WordPress sites
Channels to analyze
Traditional mediums:
• TV:• TV:
– 365 TV channels licensed in Germany
• Radio:
– 822 Radio stations in Germany
Print medi ms (ne spapers maga ines)
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• Print mediums (newspapers, magazines)
– 382 Daily newspapers in Germany
– 4180 Weekly magazines in Germany
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Social Media Monitoring
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SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI *SKY)
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Reference architecture
• SCEI is a reference architecture.
• A reference software architecture is a software architecture where the structures and respective elements and relations provide templates for concrete architectures in a particular domain.
• A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture.
• SCEI provides a semantic engagement engine applicable to various domains and tasks
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domains and tasks.
• Core of its efficiently and flexibility is its separation of concern.
• And the proper separation and alignment of form and substance.
• In total, SCEI is based on three different types of functionalities.
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SCEI *sky
• Infrastructure– The infrastructure layer provides basic functionalities needed by the other
f ti litifunctionalities.
– The infrastructure layer is responsible for separating and multiple alignments of communication content and communication channels.
• Communication– The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agent.
– It combines these elements into useful patterns of on-line interactions.
– It supports exchange of meaning.
• Engagement
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• Engagement – turns communication into cooperation.
– Workflow
– Crow sourcing
– Value generation through on-line cooperation.
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Customization of the Architecture
• To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains.
• Task customization:– Advertisement
– Customer Relationship Management
– Revenue management
– Brand management
– Reputation management
– Quality management
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• Domain Customization: E.g., eTourisms.
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Infrastructure
Infrastructure
ContentChannels
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• Content can be down-/and uploaded from GUIs, Repositories, CMSs, and others
• Channels are the millions of on-line communication possibilities
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Four roles of Semantic Technologies
Infrastructure
ContentChannels
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Semantic Analysis
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Semantic Analysis
• Discovering facts in texts and other sources (audio, video, etc.)
• Deriving additional facts from them
• Typical tasks:
– Topic detection
– Named entity recognition
– Co-reference and Disambiguation
– Relation Extraction
– Sentiment detection and Opinion mining
– Social annotation
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– Text summarization• Obviously all of them are needed in Social Media Analysis
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Four roles of Semantic Technologies
Infrastructure
ContentChannels
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Semantic Channels
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Semantic as a channel
• Not to be interpreted by humans, but machines that can make somethingout of it:
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• Publishing Linked Data can take various formats and vocabularies
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