Oc short

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

*short

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. Semantic Communication Engine Innsbruck

4. Seekda Social Agent

5. Summary

18


MULTI-CHANNEL DISSEMINATION

19


Dissemination

Dissemination refers to the process of broadcasting a

message to the public. Classification of channels:

– 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

20

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

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Static Broadcasting

22

Homepage Example

Static Website Example

The same hotel mentioned on Wikitravel’s entry for

Innsbruck


Static Broadcasting

23

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, …)

24


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)

• 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 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.

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

an indirect means for dissemination.

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

26


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

27


Internet Forums and Discussion Boards

• Web applications managing user-generated content

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

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

• Are governed by a set of rules

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

• Common features

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

separator character

– Private message

– Attachment

– BBCode and HTML

– Emoticon or smiley to convey emotion

– RSS and ATOM feeds

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Group Communication

• Many-to-many

• Threaded conversations

• Usually created on a particular topic

• Have different access levels

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

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

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

Xing Groups.

• Similar in many ways to Discussion boards and Internet Forums

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Semantic Based Dissemination

Rich Snippets

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

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

• 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

31

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


Overview of Channels

32


SOCIAL MEDIA MONITORING

33


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

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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.

35



Channels to analyze

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORS

36


Channels to analyze

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

37

• Twitter:

– 200 million Tweets per day (2011)

– 200K Tweets per minute

• LinkedIn: 147 million users

• Google+: 170 million users


Channels to analyze

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

38


Channels to analyze

News feeds

• Total Feeds*: 694,311

• Atom Feeds*: 86,496

• RSS feeds*: 438,102 (63% of

the total)

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

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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

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

40



41


SEMANTIC COMMUNICATION

ENGINE INNSBRUCK (SCEI *SKY)

42


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.

43


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.

44


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.

45


Infrastructure

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

Repositories, CMSs, and others

• Channels are the millions of on-line communication

possibilities

Infrastructure

ContentChannels

46


Four roles of Semantic Technologies

Semantic Analysis

Infrastructure

ContentChannels

47


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

– Text summarization

• Obviously all of them are needed in Social Media Analysis

48



Semantic Channels

Infrastructure

ContentChannels

49


Semantic as a channel

50

• 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

51

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


Infrastructure

Content

Channels

Content Manager- Import Content

- Export Content

Channel Manager- Integrates

- Personalizes

- Interacts

- Describes Channels

Weaver

Infrastructure

52



Content

Channels

Content Manager- Import Content

- Export Content

Channel Manager- Integrates

- Personalizes

- Interacts

- Describes Channels

Weaver

Infrastructure

53

Semantic Content Model


Semantic Content Modelling

54

Separate content and channel.

Same Event


Separating Content and Rendering

• Analogy:

– 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:

55

<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>



56

• 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;

}



57

• 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

58


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.

59


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

60


Semantic Channel Modelling

Matcher

Branch specific Ontology

Collect feedback

+

statistics

Web

3.0/Mobile/Other

Web/Blog

Distribute content

Social Web

61


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.

62


Communication & Engagement

• 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.)

• For effective engagement (cooperation) is needed:

– Workflow management

– Crowd sourcing

– Value chain generation

63


SEEKDA SOCIAL AGENT

64


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

65


Multi-channel booking solution

• The multi-channel solution for hotel-industry internet

distribution

seekda! connect

seekda! IBE

66


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

67


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?

68


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

69


Multi Channel Communication and Yield

Management

SCEI *sky+

= holistic multi channel communication

and revenue management for the hotelier

70


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

71


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

72


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

73


Everything integrated: Tourist Map Austria

74

• Based on Open

Street Map



75

• Based on Open

Street Map

• Increase on-line

visibility for hotel and

destination via multi-

channel

communication -

SCEI

SCEI



76

• Based on Open

Street Map




channel

communication -

SCEI

• Hotels, ski passes,

etc. directly bookable

– seekda engine

SCEI



77

• Based on Open

Street Map




channel

communication -

SCEI



– seekda engine

• LOD to integrate and

lookup data about

hiking trails, ski

slopes, etc.

LODSCEI



78

• 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


SUMMARY

79


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.

80

Date post:	17-Jul-2015
Category:	Presentations & Public Speaking
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