10/21/2012
How to Domesticate the Multi-Channel
Communication Monster
Dieter Fensel and many others
STI Innsbruck, University of Innsbruck
В©www.sti-innsbruck.at
Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at
The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
HOTEL
RECEPTION
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1
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
HOTEL
RECEPTION
3
www.sti-innsbruck.at
The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
HOTEL
RECEPTION
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2
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
HOTEL
RECEPTION
5
www.sti-innsbruck.at
The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
HOTEL
RECEPTION
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
HOTEL
RECEPTION
7
www.sti-innsbruck.at
The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
HOTEL
RECEPTION
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
HOTEL
RECEPTION
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- social network sites
HOTEL
RECEPTION
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- social network sites
- blogs
HOTEL
RECEPTION
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- social network sites
- blogs
- fora & destination sites
HOTEL
RECEPTION
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The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- social network sites
- blogs
- fora & destination sites
- chat
HOTEL
RECEPTION
13
www.sti-innsbruck.at
The Crazy Hotelier
The Hotelier of today has to deal with many different communication channels:
- walk-in customer
- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- social network sites
- blogs
- fora & destination sites
- chat
- video & photo sharing
HOTEL
RECEPTION
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The Crazy Hotelier
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!
HOTEL
RECEPTION
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The Crazy Hotelier
Tyrol:
-> 40 million overnight stays
-> 3 billion € transaction
volume
-> 70 million € sales
commission
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 Social
2.
S i l Media
M di Monitoring
M it i
3. Four Roles for Semantics
4. Semantic Communication Engine Innsbruck (SCEI*sky)
5. Seekda Social Agent (SESA)
6 Summary
6.
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MULTI-CHANNEL DISSEMINATION
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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.
•
“In telecommunications and computer networking,
communication channel, or channel, refers either to
physical transmission medium such as a wire, or to
logical connection over a multiplexed medium such as
radio channel.” (Wikipedia).
•
There are various types of such channels.
a
a
a
a
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Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg
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Dissemination
Classification of channels by the type of service they provide:
–Static
St ti Broadcasting
B
d
ti
–Dynamic Broadcasting
–Sharing
–Collaboration
–Social Networks
–Internet
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
•
Online static dissemination: homepage …. And various web sites
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Static Broadcasting
HomepageВ Example
St ti W b it E
StaticВ WebsiteВ Example
l
The same hotel mentioned on Wikitravel’s entry for Innsbruck
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Static Broadcasting
StaticВ WebsiteВ Example
EntryВ inВ WikipediaВ forВ HotelВ 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
Podcasts
Microblogs (twitter, tumblr, …)
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.
•
Provided by hosting services (images, videos, slides are stored on a server)
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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
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Dissemination through Collaboration
Wiki
•
“Wiki” = Hawaiian word for “fast” of “quick”.
•
Described by the developer of the first wiki software,
software Ward Cunningham,
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.
•
Often used for internal collaboration, however, when public also
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 a
multi-directional way
•
g
of p
platform):
)
Common features ((regardless
–
–
–
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
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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
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Group Communication
•
•
•
•
•
•
•
Many-to-many
Threaded conversations
U
Usually
ll created
d on a particular
i l topic
i
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
what’s
s on the page and why it
it’ss 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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Semantic Based Dissemination
Overview
•
Format is an explicit set of requirements to be
satisfied by a material, product, or service.
–
Format
e.g. RDFa
•
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*.
IImplementation
l
t ti
e.g. OWLIM
•
Vocabulary
e.g. foaf
Implementation realization of an application, plan,
idea, model, or design.
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Semantic Based Dissemination: Formats
RDFs
1998
RDF
1999
RDFa
2004
Microformats
2005
HTMLВ MetaВ Elements
OWL
2007
SPARQL
2008
OWLВ 2
2009
RIF
2010
Microdata
2011
RDFa lite
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Semantic Channels: Vocabularies
•
A (Semantic Web) vocabulary can be considered a special form of (usually lightweight) 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).
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Semantic Channels: Vocabularies
... and a lot more
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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 and
analysis of social media networks and social communities.
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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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.
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Social Media Monitoring
Channels to analyze
FORUMS/NEWSGROUPS
MICROBLOGS
VIDEO SHARING
SOCIAL NETWORKS
WIKIS
SOCIAL MEDIA NEWS
AGGREGATORS
PHOTO SHARING
MAINSTREAM MEDIA
BLOGS
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Channels to analyze
1.
Social networks, e.g.:
•
•
Twitter:
– 200 million Tweets per day (2011)
Facebook (Q1 2012):
– 200K Tweets per minute
– 526 million daily active users
– 3.2 billion Likes and Comments per
day
– 500K comments per minute
•
LinkedIn: 147 million users
•
Google+: 170 million users
– 700K status updates per minute
– 80K wall posts per minute
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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
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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
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4.
Group Communication and
Message Boards (e.g. Google
Groups, Yahoo! Groups, Facebook
Groups etc
Groups,
etc.))
•
Forums: 2K posts per minute
•
Yahoo! Groups:
–
9 million groups
–
113 million users
–
933 thousand unique visitors daily
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Channels to analyze
5.
News feeds
•
6.
Blogs:
•
>95 million blogs available online
•
22K posts per minute
•
Tumblr (Q2 2012):
Total Feeds*:
Feeds : 694,311
694 311
•
Atom Feeds*: 86,496
•
RSS feeds*: 438,102 (63% of
the total)
– 55.9 Million blogs
– 23.3 Billion posts
– 20K posts per minute
•
WordPress (Q2 2012)
– 73.724.911 WordPress sites
*source: http://www.syndic8.com
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Channels to analyze
7.
Traditional mediums:
•
TV:
8.
Online News:
•
News websites: >25
>25.000
000
•
Online radio stations:
>2700 Online radio
stations in Germany
– 365 TV channels licensed in Germany
•
Radio:
– 822 Radio stations in Germany
•
Print mediums
medi ms (ne
(newspapers,
spapers magazines)
maga ines)
– 382 Daily newspapers in Germany
– 4180 Weekly magazines in Germany
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Social Media Monitoring
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FOUR ROLES FOR SEMANTIC
TECHNOLOGIES
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Semantic Analysis
What a computer understands from text messages:
blaВ blaВ bla...
bla...
blaВ bla...
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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
Anna Marie is married with Dieter
Dieter”?
?
(derive new facts)
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Semantic Analysis
Typical tasks of Information Extraction from Natural Language:
–
–
–
–
–
–
–
•
Topic
p 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
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Semantic as a channel
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Semantic as a channel
•
Not to be interpreted by humans, but machines that can make something
out of it:
•
Publishing Linked Data can take various formats and vocabularies
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The three dimensions
RDFs
1998
RDF
1999
RDFa
2004
HTMLВ MetaВ Element
s
Microformats
2005
OWL
2007
SPARQL
2008
OWLВ 2
Format
e.g. RDFa
2009
RIF
2010
Microdata
2011
IImplementation
l
t ti
e.g. OWLIM
... and a lot more
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Vocabulary
e.g. foaf
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Semantic Content Modelling
Separate content and channel.
Same Event
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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
Agent
Observer
goals and rationality.
y
of g
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.
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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
y
connect content with a specific
p
p
presentation
• Content:
<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" />
<span id="property">Title: <span itemprop="jobTitle">Prof. Dr.</span></span>
<span id="property">Name: <span itemprop="name">Dieter Fensel</span></span>
<span id="property">Nationality: <span itemprop="nationality">German</span></span>
<span id="property">Birthdate: <span itemprop="birthdate">October 1960</span></span>
<span id="property">Address: <span itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">Technikerstr. 21a</span>,
<span itemprop="postalCode">6020</span>
<span itemprop="addressLocality">Innsbruck</span>,
<span itemprop="addressRegion">Tirol</span>
</span></span>
<span id="property">Tel.: <span itemprop="telephone">+43 512 507 6485</span></span>
<span id="property">E-Mail: <a href="mailto:dieter.fensel@sti2.at" itemprop="email">dieter.fensel@sti2.at</a></span>
<span id="property">WWW: <a href="http://www.fensel.com/" itemprop="url">http://www.fensel.com/</a></span>
</div></body><html>
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Separating Content and Rendering
•
Style Sheet 1:
body
{
background-color: rgb(220,220,255);
font-family:"Times
font
family: Times New Roman";
Roman ;
font-size:20px;
}
img { float: right; }
span[id="property"]
{
display: block;
font-style: italic;
}
span[itemprop]
{
font-weight: bold;
font-style:
font
style: normal;
}
a:link
{
color: green;
font-style: normal;
font-weight: bold;
}
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Separating Content and Rendering
•
Style Sheet 2:
body
{
font-family:"Calibri";
font size:25px;
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;
}
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Use an Ontology to model the content
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Use a weaver to align content and channels
Branch specific Ontology
Distribute content
Weaver
Web/Blog
Social Web
Collect feedback
+
statistics
Web 3.0/Mobile/Other
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Semantic Channel Modelling
Branch specific Ontology
Distribute content
Web/Blog
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Matcher
Social Web
Collect feedback
+
statistics
Web 3.0/Mobile/Other
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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.
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Infrastructure
Channels
Content
SEMANTIC COMMUNICATION
ARCHITECTURE INNSBRUCK
(SCAI *SKY)
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Reference architecture
•
•
•
•
•
SCAI 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.
SCAI provides a semantic engagement engine applicable to various
domains and tasks
tasks.
Core of its efficiently and flexibility is
– its separation of concern.
– and the proper separation and alignment of form and substance.
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SCAI is based on three different types of
functionalities.
•
Infrastructure
– The infrastructure layer provides basic functionalities needed by the other
f
functionalities.
ti
liti
– 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.
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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
Domain Customization: E.g., eTourisms.
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Infrastructure
Infrastructure
Channels
Content
• 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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Infrastructure
Infrastructure
Weaver
Channel Manager
- Integrates
- Personalizes
- Interacts
- Describes Channels
Content Manager
- Import Content
- Export Content
Channels
Content
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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.
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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.)
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Dissemination and Social Media Monitoring
Dissemination
and
Social Media Monitoring
FORUMS/NEWSGROUPS
MICROBLOGS
VIDEO SHARING
SOCIAL NETWORKS
WIKIS
SOCIAL MEDIA NEWS
AGGREGATORS
PHOTO SHARING
BLOGS
MAINSTREAM MEDIA
Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg
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Communication - Integration of Publication and
Monitoring
Communication
• Active and reactive
communication
Multi
Channel
Multi-Channel
Publishing
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Social Media
Monitoring
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Feedback
ExampleВ ofВ ActiveВ CommunicationВ performedВ byВ aВ hotelierВ onВ Facebook
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Feedback
Customer response to the hotel’s message
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Response
Transmitter:В guestВ atВ hotel
Reactor:В hotelier
Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html
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Communication - Trace
Tracing a conversation is crucial for
making communication effective and
efficient, and is therefore required for
Communication
•
•
•
Communication has a history
The communication history IS the
trace
Communication must be
remembered otherwise it is
meaningless
• Active and reactive
communication
• Tracing the communication
Multi-Channel
Publishing
Social Media
Monitoring
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Communication - Multi-Channel Switch
(Online) Communication is scattered
over multiple, often very different
channels.
Communication
•
•
•
•
Agents are challenged to
disseminate information over all
appropriate channels.
Activities of all channels the
agent is active in must be
monitored.
Impact,
I
t Feedback
F db k and
d
Responses need to be collected
from all channels.
E.g., switch from a public tweet
to a private email response.
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• Active and reactive
communication
• Tracing the communication
• Multi-channel switch
Multi-Channel
Publishing
Social Media
Monitoring
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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.
•
•
Communication
• Active and reactive communication
Tracing the communication
• Tracing the communication
• Multi‐channel switch
• Multi‐agent
Multi‐Channel
Publishing
SocialВ Media
Monitoring
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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.
Communication
• Active and reactive communication
Tracing the communication
• Tracing the communication
• Multi‐channel switch
• Multi‐agent
• Patterns
Multi‐Channel
Publishing
SocialВ Media
Monitoring
Based on this definition of Software design patterns we introduce at this
point the idea of the communication patterns.
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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.
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Value-chain generation
Crowdsourcing
Workflow management
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Engagement
Engagement
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Engagement
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
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Engagement - 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)
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Engagement - Crowdsourcing
Amazon Mechanical Turk
• Amazon’s
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 microtasks that require human intelligence, for example to identify objects in
images find relevant information
images,
information, or to do natural language processing
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
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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
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
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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.
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SCEI - Summary
•
• Active and reactive
communication
Tracing the communication
• Multi-channel switch
• Multi-agent
• Pattern
Multi-Channel Publishing
Engagem
ment
Communication
Value-chain generation
Social Media
Monitoring
Crowdsourcing
Workflow management
Infrastructure
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SEEKDA SOCIAL AGENT
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Facts and Figures on Tourism in Austria and Tyrol
•
Total overnight stays 126 Mio in Austria (42,7 Mio in Tyrol)
•
Travel intensity per inhabitant (number of overnight stays divided by the
resident
id t population):
l ti ) Total
T t l 16 (63 iin Tyrol)
T l)
•
Direct employment in tourism: Total 307.000
•
Direct spendings of foreign and resident visitors: 31 B €
•
Direct percentage of overall GDP through tourism: 7.4%
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Facts and Figures on Tourism in Austria and Tyrol
source: http://www.tnooz.com/wp-content/uploads/2012/07/four-pillars-FULLjpg.jpg
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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
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The multi-channel solution for hotel-industry
internet distribution
seekda!
connect
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seekda connect
•
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
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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
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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?
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
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Multi Channel Communication and Yield
Management
SCAI *sky
+
holistic
h
li i multi-channel
li h
l communication
i i
and revenue management for the hotelier
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Touristic Portal
•
Multi-channel communication (SCAI *sky)
•
seekda booking engine
•
Linked Open Data (LOD)
•
On the fly service integration as you pay
•
Everything integrated into a comprehensive map
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Multi-channel communication
Branch specific concepts
SCEI
Distribute content
Weaver
Web/Blog
Social Web
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Collect feedback
+
statistics
Web 3.0/Mobile/Other
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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
p
g chanells
– You do not loose the guest
having him booking other hotels
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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
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Linked Open Data (LOD) - data sets
•
•
•
Open Streetmap
Google Places
Databases of government
–
–
•
•
•
•
•
•
•
•
•
•
•
•
TIRIS
DVT
Tourism & Ticketing association
IVB (busses and trams)
OEBB (trains)
Г„rztekammer
Supermarket chains: listing of products
Hofer and similar: weekly offers
ASFINAG: Traffic/Congestion data
(yellow pages)
p g )
Herold (y
City archive
Museums/Zoo
News sources like TT (Tyrol's major daily
newspaper)
Statistik Austria
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•
•
•
•
•
•
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)
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On the fly service intergation as you pay
•
Data and services from destination
sites integrated for recommendation
and booking of
–
–
–
–
–
•
H t l
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
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Everything integrated: Tourist Map Austria
•
Based on Open
Street Map
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Everything integrated: Tourist Map Austria
•
•
Based on Open
Street Map
Increase on-line
visibility for hotel and
destination via multichannel
communication SCAI
SCAI
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Everything integrated: Tourist Map Austria
•
•
•
Based on Open
Street Map
Increase on-line
visibility for hotel and
destination via multichannel
communication SCEI
Hotels, ski passes,
etc. directly bookable
– seekda engine
SCEI
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Everything integrated: Tourist Map Austria
•
•
•
•
Based on Open
Street Map
Increase on-line
visibility for hotel and
destination via multichannel
communication SCEI
Hotels, ski passes,
etc. directly bookable
– seekda engine
LOD to integrate and
lookup data about
hiking trails, ski
slopes, etc.
SCEI
LOD
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Everything integrated: Tourist Map Austria
•
•
•
•
•
Based on Open
Street Map
Increase on-line
visibility for hotel and
destination via multichannel
communication SCEI
Hotels, ski passes,
etc. directly bookable
– seekda engine
LOD to integrate and
lookup data about
hiking trails, ski
slopes, etc.
On the fly service
integration as you pay
SCEI
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LOD
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6. SUMMARY
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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.
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