How to Domesticate the Multi-Channel Communication Monster (long)

1. How to Domesticate the Multi-Channel Communication Monster* Carmen Brenner, Anna Fensel, Dieter Fensel, Michael Fried, Christoph Fuchs,Andreea Gagiu, Iker Larizgoitia, Birgit Leiter, Alex Oberhauser, Corneliu-Valentin Stanciu, Ioannis Stavrakantonakis, Andreas Thalhammer, and Ioan Tomawww.sti-innsbruck.at INNSBRUCK www.sti-innsbruck.atCopyright 2008 STI*long

2. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels:HOTELRECEPTIONwww.sti-innsbruck.at 2 3. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customerHOTELRECEPTIONwww.sti-innsbruck.at3 4. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephoneHOTELRECEPTIONwww.sti-innsbruck.at4 5. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - emailHOTELRECEPTIONwww.sti-innsbruck.at5 6. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - faxHOTELRECEPTIONwww.sti-innsbruck.at6 7. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel websiteHOTELRECEPTIONwww.sti-innsbruck.at7 8. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sitesHOTELRECEPTIONwww.sti-innsbruck.at8 9. 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 sitesHOTELRECEPTIONwww.sti-innsbruck.at9 10. 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 sitesHOTELRECEPTIONwww.sti-innsbruck.at10 11. 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 - blogsHOTELRECEPTIONwww.sti-innsbruck.at11 12. 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 sitesHOTELRECEPTIONwww.sti-innsbruck.at12 13. 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 - chatHOTELRECEPTIONwww.sti-innsbruck.at13 14. 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 sharingHOTELRECEPTIONwww.sti-innsbruck.at14 15. The Crazy Hotelier The Hotelier doesnt only has to deal with an overwhelming number of communication channels, but also has to pay up to 15% sales commissions to the booking sites! HOTEL RECEPTIONwww.sti-innsbruck.at15 16. The Crazy Hotelier -> 80 million overnight stays -> 4 billion transactionvolume -> 101 million salescommission HOTEL RECEPTIONwww.sti-innsbruck.at16 17. Hotelnavigator http://www.youtube.com/watch?feature=player_embedded&v=rA0wdkPB7gAwww.sti-innsbruck.at17 18. Major Issues Scalable Multi Channel Communication: Enable more precise targeting and optimized product positioning Reduce the amount of work required for filling out and observing the various communication channels Reach the greatest possible target audience with the smallest possible effortwww.sti-innsbruck.at18 19. Major Issues Visibility: Increase the quality of visibility Increase the degree of visibility Increase the number of direct bookings by increasing the traffic on the hotel websitewww.sti-innsbruck.at19 20. Major Issues Credibility: Increase the believability of sources and messages Increase the trustworthiness of sources and messageswww.sti-innsbruck.at20 21. Major Issues Easy Booking: Offer booking possibilities through the various communication channels Increase the transparency of offers and pricingwww.sti-innsbruck.at 21 22. Our Solutionwww.sti-innsbruck.at 22 23. Content 1. Multi-channel Publishing / Dissemination 2. Social Media Monitoring 3. Communication 4. Engagement 5. Semantic Engagement 6. The Semantic Communication Engine Innsbruck (SCEI) 7. Application Types 8. Application Field eTourismwww.sti-innsbruck.at 23 24. 1. MULTI-CHANNEL PUBLISHING / DISSEMINATIONwww.sti-innsbruck.at24 25. Multi-Channel Publishing / Dissemination Multi- Channel Publishingwww.sti-innsbruck.at25 26. Multi-Channel Publishing / Dissemination Overview 1. What is dissemination? 2. Why do it? 3. How is it done? 4. Classification of Dissemination Channels 5. Pitfalls of dissemination 6. Measuring impact of dissemination 7. Summary Image taken from: http://www.rgbstock.comwww.sti-innsbruck.at26 27. What is Dissemination? The vital importance of receiving, synthesizing and communicating onlineinformation is increasing dramatically in our current digital age. Dissemination (from the Latin dissmintus = 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). Harmsworth et al. (2000) define dissemination as the delivering and receiving of a message, the engagement of an individual in a process and the transfer of a process or product.Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpgwww.sti-innsbruck.at 27 28. What is a dissemination channel? 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 Channel (communications), 2012) A channel is a means of exchanging information in the on-line space; a place where one can find or leave information, whether it is unanimously referred by a URI or addressed through a service.Image taken from: http://www.rgbstock.comwww.sti-innsbruck.at 28 29. Multi-Channel Publishing / Dissemination Overview 1. What is dissemination? 2. Why do it? 3. How is it done? 4. Classification of Dissemination Channels 5. Pitfalls of dissemination 6. Measuring impact of dissemination 7. Summarywww.sti-innsbruck.at 29 30. Why Do It? Purpose of Dissemination Dissemination for Awareness You wish people to be aware of the work of the project Useful for those target audiences that do not require a detailed knowledge of the work and ishelpful for them to be aware of your activities and results Will help the word of mouth type dissemination and help the organizer build an identity andprofile within the community Dissemination for Understanding It is aimed at a specific number of groups/audiences that need to be targeted directly Target audience that benefits from what your project has to offer and have a deeperunderstanding of the projects work Dissemination for Action Action = change of practice resulting from the adoption of products, materials orapproaches offered by the project Target audience: people that are in the position to influence and bring about change withintheir organizations (have skills, knowledge and understanding of your work)Source: http://www.northampton.ac.uk/info/200267/pedagogic-research-and-scholarship/1068/disseminationwww.sti-innsbruck.at 30 31. Multi-Channel Publishing / Dissemination Overview 1. What is dissemination? 2. Why do it? 3. How is it done? 4. Classification of Dissemination Channels 5. Pitfalls of dissemination 6. Measuring impact of dissemination 7. Summarywww.sti-innsbruck.at 31 32. How Is It Done? Components of Effective Dissemination Plan Focus on the needs of the target audience and present in an appropriate manner (using appropriate language and information levels). Include various dissemination methods, including written information, electronic media, and person-to-person contact. Include both proactive and reactive dissemination channels Leverage existing resources, relationships, and networks fully. Include effective quality control mechanisms. They include sufficient information so that the reader/user can determine the basic principles underlying specific practices and the settings in which these practices may be used most productively. They establish links to resources that may be needed to implement the information.www.sti-innsbruck.at32 33. Multi-Channel Publishing / Dissemination Overview 1. What is dissemination? 2. Why do it? 3. How is it done? 4. Classification of Dissemination Channels 5. Pitfalls of dissemination 6. Measuring impact of dissemination 7. Summarywww.sti-innsbruck.at 33 34. Classification of Dissemination Channels Classified by the type of service they provide: Static Broadcasting Dynamic Broadcasting Sharing Collaboration Social Networks Internet Forums and Discussion Boards Online Discussion Groups Semantic-based Dissemination Overview of Channels Image taken from: http://www.williamsclass.com/SixthScienceWork/Classification/ClassificationNotes/images/classify%20file%20cabinets.jpgwww.sti-innsbruck.at34 35. 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: websites and homepages.www.sti-innsbruck.at 35 36. Static BroadcastingOnline Broadcasting Static Websites Homepages / Static Websites Powerful tool for reaching the target audience and promoting the project Primarily used to provide information about the project and news of its activities and outcomes. There is the temptation to present the information in order to wow the visitor BUT!: users tend to prefer good content in a simple, clear and easy-to navigate interface (Keep It Simple, Stupid!) Although created through a collaborative process, Wiki websites can be considered static forms of online broadcasting as the information contained in them remains the same for long periods of time (i.e. the collaboration process is mostly employed for adding new data or editing/correcting existing one). Wikipedia is an equally important channel that should be mentioned (although articles are created through a collaborative process)Image taken from: http://www.softicons.comwww.sti-innsbruck.at36 37. Static Broadcasting Homepage Example Static Website ExampleThe same hotel mentioned on Wikitravels entry for Innsbruckwww.sti-innsbruck.at37 38. Static BroadcastingStatic Website ExampleEntry in Wikipedia for Hotel Goldener Adler www.sti-innsbruck.at38 39. Static Broadcasting Static Website ExampleEntry in Wikipedia forDieter Fenselwww.sti-innsbruck.at 39 40. Dynamic Broadcasting Small piece of content that is dependent upon constraints such as time and location. With Web 2.0 technologies have created dedicated means for publishing streams and interacting with content generated by users. Blogs: pages where people present their ideas, views and opinions on a particular subject News: pages where facts or factual information is provided BUT: Producing high-quality content for a blog on a regularly basis is time-consuming and costly Image taken from: http://www.rgbstock.comwww.sti-innsbruck.at40 41. Dynamic Broadcasting Good practices: Each new item has its own URL (in order to be bookmarked, shared, returned in search results, etc.) Should contain a pointer to a more detailed description about the information items described; Each new item is archived Each new item can be indexed by search engines Each new item is types (through the use of the information model) Each new item is categorized (using folksonomy) Each post can be directly shared, liked, added to favorites. News can be searched for, sorted and filtered Important news items stay at the top to highlight main announcementsSource: http://oc.sti2.at/images/c/c7/STI_International_On-line_Communication_Handbook.pdfwww.sti-innsbruck.at 41 42. Dynamic Broadcasting Channels/Tools An overview Examples of tools (organized considering first the length of message and second the level of interactivity): News Feeds Newsletters Email / Email lists Microblogs Blogs Social networks Chat and instant messaging applicationswww.sti-innsbruck.at42 43. Dynamic Broadcasting News Feeds RSS (Rich Site Summary) Feeds: a family of web feed formats used to deliver regularly changing web content. Many websites and blogs offer users the option of subscribing to their RSS feed. The content is syndicated automatically the user does not have to visit each websitemanually RSS Readers are available for different platforms: PC readers: Amphetadesk, FeedReader, NewsGator Web-based readers: My Yahoo, Bloglines, Google Reader Includes full or summarized text, plus metadata (publishing dates and authorship) Image taken from: http://www.softicons.comwww.sti-innsbruck.at 43 44. Dynamic Broadcasting News Feeds RSS TitleThis is an example of an RSS feedhttp://www.someexamplerssdomain.com/main.htmlMon, 06 Sep 2010 00:01:00 +0000 Mon, 06 Sep 2009 16:45:00 +0000 1800Example entryHere is some text containing an interesting description.http://www.wikipedia.org/unique string per itemMon, 06 Sep 2009 16:45:00 +0000 www.sti-innsbruck.at44 45. Dynamic Broadcasting Newsletters The newsletter is an instrument used to regularly exchange information among the members of a community It constitutes the primary means of collecting and spreading the results achieved through network activities. The main objectives of the Newsletter are: to report the main activities promoted and undertaken to widely disseminate information about published papers (position papers, state of the artreviews) of researchers involved in the network. Website users have the possibility to subscribe to the Newsletter and automatically receive each issue in their mailbox. Users should have the option of subscribing and unsubscribingwww.sti-innsbruck.at45 46. Dynamic Broadcastingwww.sti-innsbruck.at46 47. Dynamic Broadcasting Email/Email lists Email: means of exchanging digital messages from a sender to one or multiple recipients (Electronic) Mailing lists: collection of names and (email) addresses used to send material to multiple recipients. Announcement lists (Newsletters, periodicals, advertising used primarily as a one-wayconduit of information and can be posted to by selected people) vs. Discussion lists (anysubscriber can post) Can be self-hosted (e.g. GNU Mailman) or third-party hosted (as part of notifications forGoogle groups, Yahoo! Groups ) Requires users to subscribe to the list.www.sti-innsbruck.at47 48. Dynamic Broadcasting Email/Email lists Well established means for dissemination within a predetermined group Requires members to subscribe to a mailing list Since email lists are mostly not accessible to a wider audience, they should be ignored for external use and focus should be primarily on external means of communication Email is a good method of sharing information on a one-to-one basis (e.g. mail this website to a friend) Despite their obvious strength, in the age of information overload and spam, mailinglists will not perform efficiently if they are not carefully targeted and offer recipientsthe option to subscribe/ unsubscribe whenever they wish. Note!: there are legal requirements associated with the possibility tosubscribe/unsubscribe and the storage of and access to personal data [EuropeanCommission, n.d.]www.sti-innsbruck.at 48 49. Dynamic Broadcasting Microblogging Broadcast medium similar to blogs The difference between microblogging and an actual blog is in the size of the content in both actual and aggregate files. The actual messages are called microposts. Commercial microblogs exist to promote websites, services, products or collaboration within an organization. Can contain a wide range of topics. Low effort to participate.www.sti-innsbruck.at 49 50. Dynamic Broadcasting Microblogging Twitter Social networking service and microblogging service users can send messages of a maximum length of 140 characters, follow other users,and create interest lists. Widely used means of dissemination Significant space limitations: 140 characters or less Twitts are publicly visible by default (senders can restrict the access control) Users can tweet using the website, external APIs or SMS The service is free Users may subscribe to other users tweets this is known as following and subscribersare known as followers or tweepswww.sti-innsbruck.at50 51. Dynamic Broadcastingwww.sti-innsbruck.at51 52. Dynamic Broadcasting Microblogging Tumblr Tumblr is a microblogging platform and social networking website. It is owned and operated by Tumblr, Inc. It allows users to post multimedia and other content to a short-form blog, named a"tumblelog". Users can follow other users blogs, as well as make their blogs private.www.sti-innsbruck.at 52 53. Dynamic Broadcastingwww.sti-innsbruck.at53 54. Dynamic Broadcasting Blogs Alternatively called web logs or weblogs A weblog is a hierarchy of text, images, media objects and data, arranged chronologically, that can be viewed in an HTML browser. * In some situations, it is the creators online journal. The activity of updating a blog is blogging and someone who keeps a blog is a blogger. Items are posted on a regular basis and displayed in reverse chronological order. Individual articles on a blog are called blog posts, posts or entries. Blogs are usually (but not always) written by one person and are updated pretty regularly. Blogs are often (but not always) written on a particular topic. *http://blogs.law.harvard.edu/whatmakesaweblogaweblog.htmlImages taken from: http://www.softicons.comwww.sti-innsbruck.at 54 55. Dynamic Broadcastingwww.sti-innsbruck.at55 56. Dynamic Broadcasting Using Social Networks Social network content is dynamic in the sense that it provides information that will expire after a period of time and be important only for that period and moment; However, as it focuses more on creating communities than on the temporal and geospatial aspect of the information, it will be discussed in detail in Section 4.5.www.sti-innsbruck.at 56 57. Dynamic Broadcasting Chat Applications one-to-one basis Instant method of communication Text-based chat, video chat, one vs. multiple receivers, web-based etc. Can be applied to a small number of people (it does not scale well for large groups it is impossible to follow who is discussion when more than one member of the discussion group is writing/typing simultaneously) It is not useful as a method of dissemination due to its instant and intrusive nature In order to be used as a dissemination method, the user must add the message sender to the contact listwww.sti-innsbruck.at 57 58. Dynamic Broadcastingwww.sti-innsbruck.at58 59. Dynamic Broadcastingwww.sti-innsbruck.at59 60. Dynamic Broadcastingwww.sti-innsbruck.at60 61. Dynamic Broadcasting and many morewww.sti-innsbruck.at 61 62. 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)www.sti-innsbruck.at62 63. Sharing Can use specialized applications (see below) of features of other platforms and services (e.g. share photos through Facebook) Examples: Flickr as a means of exchanging photos, visible to all users (no account necessary), allowsusers to post comments; Slideshare channel for storing and exchanging presentations; YouTube and VideoLectures sharing videos, all users can see the posted videos and leavecomments on the websites Social Bookmark sites: e.g. delicious, digg, StumbleUpon Social News websites: e.g. redditwww.sti-innsbruck.at63 64. SharingSlide Sharing slideshare Launched in 2006 Is a Web 2.0 based slide hosting service Users can upload files privately or publicly as: PowerPoint, PDF, Keynote or OpenOffice presentations Slide decks can then be viewed on the site itself, on hand held devices or embedded on other sites SlideShare also provides users the ability to rate, comment on, and share the uploaded contentwww.sti-innsbruck.at 64 65. Sharingwww.sti-innsbruck.at 65 66. SharingPicture Sharing flickr Launched in 2004, and acquired by Yahoo! in 2005 Image and video hosting website, web services suite and online community It is a popular website for users to share and embed personal photographs It is a service widely used by bloggers to host images that they embed in blogs and social media features: accounts, groups and access control organization (based on tags added on the pictures), organizr (web application for organizing photos within an account that can be accessedthrough the Flikr interface), picnik (default photo editor in a partnership with Picnik online photo-editing application),access control, interaction and compatibility with other applications (e.g. RSS and Atom feeds) filtering (lets members specify by default what types of images they generally upload andhow "safe" the images are), licensing, map sources (georgraphic locations), account-undelete option (reverse anaccount rermination)www.sti-innsbruck.at 66 67. Sharingwww.sti-innsbruck.at 67 68. SharingVideo Sharing YouTube Video-sharing website where users can upload, view and share videos Features Video technology: Playback (re-watch a video), Uploading (up to 15 min), Quality and codecsand 3D videos Content accessibility - view videos on web pages outside the site Localization - adaptability to different languages, regional differences and technicalrequirementswww.sti-innsbruck.at68 69. SharingVideo Sharing Videolectures Launched in 2007 VideoLectures.NET is a free and open access educational video lectures repository. The lectures are given by distinguished scholars and scientists at the most important and prominent events such as conferences, summer schools, workshops and science promotional events from many scientific fields. The portal is aimed at promoting science, exchanging ideas and fostering knowledge sharing by providing high quality, didactic contents not only to the scientific community but also to the general public. All lectures, accompanying documents, information and links are systematically selected and classified through the editorial process whilst taking into account users comments.www.sti-innsbruck.at 69 70. Sharingwww.sti-innsbruck.at 70 71. SharingSocial Bookmarking Is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Descriptions may be added to these bookmarks in the form of metadata, so users may understand the content of the resource without first needing to download it for themselves. The resources themselves arent shared, merely bookmarks that reference them. Social bookmarking is particularly useful when collecting a set of resources that are to be shared with others. Anyone can participate in social bookmarking.www.sti-innsbruck.at71 72. SharingSocial Bookmarking delicious Founded in 2003 Is a social bookmarking web service for storing, sharing, and discovering web bookmarks. Characterized by a non-hierarchical classification system in which users can tag each of their bookmarks with the desired index terms (which generates a kind of folksonomy) A combined view of everyones bookmarks with a given tag is available; The most important links or popular ones can be seen on the home page, "popular" and "recent" pages All bookmarks are publicly viewable by default - the public aspect is emphasized the site is not focused on storing private bookmark collections But users have the ability to mark some as private and imported ones are private by defaultwww.sti-innsbruck.at 72 73. Sharingwww.sti-innsbruck.at 73 74. SharingSocial Bookmarking digg Launched in 2004 User-driven social content website After a user submits content, other users read their submission and "Digg" what they like best Allows users to vote stories up or down (called digging and burying, respectively) If a story receives enough Diggs, it is promoted to the first pagewww.sti-innsbruck.at74 75. SharingSocial Bookmarking StumbleUpon Launched in 2001 Is a discovery engine that finds and recommends web content to its users StumbleUpon uses collaborative filtering (an automated process combining human opinions with machine learning of personal preference) to create virtual communities of like-minded Web surfers. Rating Web sites update a personal profile (a blog-style record of rated sites) and generate peer networks of Web surfers linked by common interest. These social networks coordinate the distribution of Web content, so that users "stumble upon" pages explicitly recommended by friends and peers. Giving a site a thumbs up results in the site being placed under the users "favorites".www.sti-innsbruck.at75 76. SharingSocial Bookmarking reddit Is a social news website where the registered users submit content, in the form of either a link or a text "self" post. Other users then vote the submission "up" or "down," which is used to rank the post and determine its position on the sites pages and front page. In December 2011, Reddit served just over 2 billion page views to almost 35 million visitors * http://www.businessinsider.com/the-secret-to-reddits-astounding-success-an-easy-customization-process-you-should-copy-2012-1www.sti-innsbruck.at76 77. 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. Are powered by wiki software. 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 However once created the information remains static until another user edits or deletes it. *http://www.wiki.org/wiki.cgi?WhatIsWiki77www.sti-innsbruck.at 78. Collaboration Example Wiki Biggest online freeencyclopediawww.sti-innsbruck.at78 79. Collaboration Google Docs Is a free, Web-based office suite and data storage service It allows users to create and edit documents online while collaborating in real-time with other users. Google Docs combines the features of Writely and Spreadsheets with a presentation program incorporating technology designed by Tonic Systems. Data storage of files up to 1 GB total in size was introduced on January 13, 2010, but has since been increased to 10 GB, documents using Google Docs native formats do not count towards this quota. Its main features rely on storage, file limits, and supported file formatswww.sti-innsbruck.at79 80. Collaboration Ether Pad Launched in 2008 EtherPad web service allows real-time document collaboration for groups and teams. Etherpad can be re-branded with your own domain and company name. Acquired by Google the servers are downwww.sti-innsbruck.at80 81. 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 organizationswww.sti-innsbruck.at 81 82. Social Network Facebook Facebook is a social networking service and website; Launched in February 2004 It is owned and operated by Facebook, Inc. As of May 2012 has over 900 million active users* More than half are using mobile devices* Users must register before using the services. Users can create a personal profile, add friends, exchange messages, chat (the company has also launched a separate instant messaging service), receive automatic notifications, take part in games, etc. * http://www.nytimes.com/2012/05/15/technology/facebook-needs-to-turn-data-trove-into-investor-gold.html?_r=1www.sti-innsbruck.at82 83. Social Networkwww.sti-innsbruck.at 83 84. Social Network Google+ Launched in 2011 Social networking and identity service owned and operated by Google Inc Integrates social services such as Google Profiles Introduces new services such as Circles, Hangouts and Sparks Share photos, videos, links, or anything else thats on your mind. Users can share using the share box on any Google site or +1 buttons across the web.www.sti-innsbruck.at 84 85. Social Networkwww.sti-innsbruck.at 85 86. Social Network LinkedIn Founded in December 2002 LinkedIn is the worlds largest professional network It has over 120 million members LinkedIn connects users to their trusted contacts Helps users exchange knowledge, ideas, and opportunities with a broader network of professionals. It allows users to search, keep in touch and extend their networks of professionalswww.sti-innsbruck.at 86 87. Social Networkwww.sti-innsbruck.at 87 88. Social Network Xing Social and business networking tool for professionals with over 8 million users; Initially established as Open business Club AG in August 2003 in Germany; name was changed to Xing in November 2006 Main competitor is LinkedIn Seems to attract more small business and independent business owners than its competitors Basic membership is free The platform uses https and has a rigid privacy and no-spam policy.www.sti-innsbruck.at88 89. Social Networkwww.sti-innsbruck.at 89 90. Social Network Market share for December 2011 (according to ComScore): Worldwide Unique VisitorsPercentage Facebook.com 792,999,000 55.1 % Twitter.com167,903,000 11.7 %LinkedIn.com 94,823,0006.6 %Google+66,756,0004.6 % MySpace 61,037,0004.2 %Others255,539,000 17.8 % Total1,438,877,000100 % http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29www.sti-innsbruck.at 90 91. 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 The unit of communication is the post Common features Tripcodes and capcodes - a secret password is added to the users name following aseparator character Private message Attachment BBCode and HTML Emoticon or smiley to convey emotion Poll RSS and ATOM feeds Other forum featureswww.sti-innsbruck.at 91 92. Internet Forums and Discussion Boardswww.sti-innsbruck.at 92 93. Online Discussion Groups 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, knowledge and information sharing and open discussions Examples: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups, Xing Groups. Similar in many ways to Discussion boards and Internet Forumswww.sti-innsbruck.at 93 94. Online Discussion Groups Google Groups Not a common forum software Includes an archive of Usenet news group postings dating back t o 1981 Strongly focuses on the concept of mailing list - Can have parallel mailing lists (can use Google groups to archive another mailing list, such as Yahoo Groups) Need a Google account to access groups or post messages; What can be shared: theres a limit of 25MB including attachments/ group Joining a group: Invitation or request. Owners can make an opt-out issue by inviting members directly through their email address Notifications: No email: read group postings only online Abridged Email: one summary email of new activity/day Digest Email: get up to 25 full messages in a single email Email: send each message to me as it arrives Noise: the level of noise is dependent on the managers; Fully integrated with Google products : Google Calendars, Google Docs, Google Siteswww.sti-innsbruck.at94 95. Online Discussion Groupswww.sti-innsbruck.at95 96. Online Discussion Groups Yahoo! Groups Yahoo! Groups is one of the worlds largest collections of online discussion boards. Group messages can be read and posted by e-mail or on the Groups webpage like a web forum. Members can choose whether to receive individual, daily digest or Special Delivery e- mails, or simply read Group posts on the Groups web site Groups can be created with public or member-only access. Yahoo! Groups service provides additional facilities for each Group web site, such as a homepage, message archive, polls, calendar announcements, files, photos, database functions, and bookmarkswww.sti-innsbruck.at96 97. Online Discussion Groups Facebook Groups Create a private space (group) to share Post updates, questions, photos; Chat with the group; Create share docs Schedule group events Members can stay in touch using: Notifications regarding new posts and updates The groups shared email address to connect off Facebookwww.sti-innsbruck.at97 98. Online Discussion Groups Facebook GroupsPages allow real Groups provide a closed space for small groups organizations, businesses, celebrities andof people to communicate about shared brands to communicate broadly with people interests. who like them. Groups can be created by anyone.Pages may only be created and managed by Privacy: groups offer three levels of control over official representatives. shared information: open, closed and secret. InPrivacy: information and posts are public and secret and closed groups, posts are only visible generally available to everyone on Facebook.to group members.Audience: Audience: Anyone can like a Page to become connected Group members must be approved or added bywith it and get News Feed updates.other members. There is no limit to how many people can like a When a group reaches a certain size, somePage. features are limited (e.g. chat). Visitor statistics The most useful groups tend to be the ones youCommunication: create with small groups of people you know. Page admins can share posts under the Pages Communication:name. In groups, members receive notifications by default Page posts appear in the News Feed of peoplewhen any member posts in the group.who like the Page. Group members can participate in chats, upload Page admins can also create customized apps photos to shared albums, collaborate on groupfor their Pages and check Page Insights to trackdocs, and invite all members to group events.the Pages growth and activity.Groups: smaller number of people.Pages: large number of followerswww.sti-innsbruck.at98 99. Online Discussion Groups LinkedIn Discover the most popular discussions. Take an active part in determining the top discussions by liking and commenting. Follow the most influential people in your groups by checking the Top Influencers board or clicking their profile image to see all their group activity. Review new members or search for specific ones. See both member-generated discussions and news in one setting. Easily browse previews of the last three comments in a discussion. Find interesting discussions by seeing who liked a discussion and how many people commented.www.sti-innsbruck.at99 100. Online Discussion Groups Xing Social and business networking tool for professionals with over 8 million users; Initially established as Open business Club AG in August 2003 in Germany; name was changed to Xing in November 2006 Main competitor is LinkedIn Seems to attract more small business and independent business owners than its competitors Basic membership is free The platform uses https and has a rigid privacy and no-spam policy.www.sti-innsbruck.at100 101. Online Discussion Groups ToolWebsite Description Meetupwww.meetup.comMeetup is an online social networking portal that facilitates offline group meetings in various localities around the world [Wiki]. GroupSpaces groupspaces.com GroupSpaces (styled groupspaces) is a London-based online company that provides technology to help real-world clubs, societies, associations and other groups manage their membership and activities, and promote themselves online [Wiki]. Windows Livegroups.live.com Windows Live Groups is an online service by Microsoft as part of its GroupsWindows Live range of services that enable users to create their social groups for sharing, discussion and coordination [Wiki].www.sti-innsbruck.at 101 102. Online Discussion GroupsCharacteristicsGoogle GroupsYahoo Groups Facebook GroupsLinkedIn Xing GroupsGroupsForums YesYesYesYesYesChat Threaded YesYes (max 250 No No conversationmembers)Shared email YesYesYesNo NoUpload content (documents, Not part ofYesYesVia weblinks Yesimages, videos)groups Google DocsMaximum Storage25 MB posts and200 MB Unlimited-- 2 MB attachmentsIntegrate external content YesYesYesYesYes(RSS feeds)NotificationsCustomizable: no EmailEmail, FBEmail, http email, abridged,notificationsbundlednewsletter digest, emailSearch featuresGoogle Search /Yahoo search,Not a separate Advanced - Advanced Directory Search separate group function (Facebook search forsearch classic search), group, clumsy and nomember, group suggestion event www.sti-innsbruck.at 102 103. Social Network vs. Online Discussion Groups ODG have a limited number of members; ODG are intended for a smaller number of people to collaborate (Facebook places the number at 250 members); ODG have a specific purpose a goal that unites all members, i.e. a discussion topic. In ODG the number of members and the ideas of the members are known to all participants. ODG have a creator/owner recognized by all members; ODG follow a set of rules determined by the administrator, moderator or owner; In ODG members may have different roles: administrator, moderator, owner, participant, etc.www.sti-innsbruck.at 103 104. Social Network vs. Online Discussion Groups Moderators and administrators ensure that the ODGs internal code of conduct is followed; In ODG all members have access to the same shared resources; ODG members do not have to be connected with the other members (other than the group) to communicate SN vary in size and heterogeneity; In SN different members have access to different resources (e.g. some members might have restricted access to a friends photo archive); In SN members do not know how many participant exist, or who they are;www.sti-innsbruck.at104 105. Semantic Based Dissemination What is semantic web? An extension of the current web in which information is given a well defined meaning, better enabling computers and people to work in cooperationwww.sti-innsbruck.at 105 106. Semantic Based Dissemination Why use semantics? Problems with current day search engines: Recall issues Results are dependent on the vocabulary Results are single Web pages Human involvement is necessary for result interpretation Results of Web searches are not readily accessible by other software tools Content is not machine-readable: It is difficult to distinguish between:I am a professor of computer science.and You may think, I am a professor of computer science. Well, actually. . .www.sti-innsbruck.at 106 107. Semantic Based Dissemination The Semantic Web Approach Represent Web content in a form that is more easily machine-processable. Use intelligent techniques to take advantage of these representations. Knowledge will be organized in conceptual spaces according to its meaning. Automated tools for maintenance and knowledge discovery Semantic query answering Query answering over several documents Defining who may view certain parts of information (even parts of documents) will be possible. Semantic Web does not rely on text-based manipulation, but rather on machine- processable metadatawww.sti-innsbruck.at107 108. Semantic Based Disseminationwww.sti-innsbruck.at108 109. Semantic Based Dissemination Implementations Rich Snippets Implementation realization of an application, plan, idea, model, or design. Snippetsthe few lines of text that appear under every search resultare designed to give users a sense for whats on the page and why its relevant to their query. If Google understands the content on your pages, we can create rich snippets detailed information intended to help users with specific queries.www.sti-innsbruck.at 109 110. Semantic Based Dissemination OverviewFormate.g. RDFaImplementatione.g. OWLIMVocabularye.g. foafwww.sti-innsbruck.at 110 111. Semantic Based Dissemination A (Semantic Web) vocabulary can be considered as a special form of (usually lightweight) 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. Format is an explicit set of requirements to be satisfied by a material, product, or service. The most known examples are RDF and OWL. Implementation realization of an application, plan, idea, model, or design. OWLIM - a family of semantic repositories, or RDF database management system * http://semanticweb.org/wiki/Ontologywww.sti-innsbruck.at 111 112. Semantic Based Dissemination Format an explicit set of requirements to be satisfied by a material, product, or service. is an encoded format for converting a specific type of data to displayable information.www.sti-innsbruck.at 112 113. Semantic Based Dissemination Methods of describing Web content: RDFs1998RDF1999 RDFa2004Microformats2005HTML MetaOWL Elements 2007SPARQL2008 OWL 22009RIF2010 Microdata2011www.sti-innsbruck.at 113 114. Semantic Based Dissemination Format HTML Meta Elements HTML or XHTML elements which provide structured metadata about a Web page Represented using the element Can be used to specify page description, keywords and any other metadata not provided through the other head elements and attributes Example:www.sti-innsbruck.at 114 115. Semantic Based Dissemination Format HTML Meta Elements Search engine optimization attributes: keywords, description, language, robots keywords attribute - although popular in the 90s, search engine providers realized thatinformation stored in meta elements (especially the keywords attribute) was often unreliableand misleading, or created to draw users towards spam sites description attribute - provides concise explanation of a Web pages content the language attribute - tells search engines what natural language the website is written in the robots attribute - controls whether or not search engine spiders are allowed to index apage, and whether or not they should follow links from a pagewww.sti-innsbruck.at115 116. Semantic Based Dissemination Format HTML Meta Elements Example - metadata contained by www.wikipedia.org: www.sti-innsbruck.at116 117. Semantic Based Dissemination Format RDFa Is a W3C Recommendation that adds a set of attribute-level extensions to XHTML for embedding rich metadata within Web documents. Adds a set of attribute-level extensions to XHTML enabling the embedding of RDF triples; Integrates best with the W3C meta data stack built on top of RDF Benefits [Wikipedia RDFa, n.d.]: Publisher independence: each website can use its own standards; Data reuse: data is not duplicated - separate XML/HTML sections are not required for thesame content; Self containment: HTML and RDF are separated; Schema modularity: attributes are reusable; Evolv-ability: additional fields can be added and XML transforms can extract the semanticsof the data from an XHTML file; Web accessibility: more information is available to assistive technology. Disadvantage: the uptake of the technology is hampered by the web- masters lack of familiarity with this technology stackwww.sti-innsbruck.at117 118. Semantic Based Dissemination Format RDFa RDFa Attributes: about and src a URI or CURIE specifying the resource the metadata is about rel and rev specifying a relationship or reverse-relationship with another resource href and resource specifying the partner resource property specifying a property for the content of an element content optional attribute that overrides the content of the element when using theproperty attribute datatype optional attribute that specifies the datatype of text specified for use with theproperty attribute typeof optional attribute that specifies the RDF type(s) of the subject (the resource that themetadata is about).www.sti-innsbruck.at118 119. Semantic Based Dissemination Format RDFa Example

www.sti-innsbruck.at119 120. Semantic Based Dissemination Format OWL Family of knowledge representation languages for authoring ontologies WebOnt developed OWL language OWL based on earlier languages OIL and DAML+OIL Characterized by formal semantics and RDF/XML- based serializations for the Semantic Web Endorsed by the World Wide Web Consortium (W3C)Source: McGuinness, COGNA October 3, 2003www.sti-innsbruck.at120 121. Semantic Based Dissemination OWL Sublanguages The W3C-endorsed OWL specification includes the definition of three variants of OWL, with different levels of expressiveness (ordered by increasing expressiveness): OWL Lite - originally intended to support those users primarilyneeding a classification hierarchy and simple constraints Each of these sublanguage OWL DL - was designed to provide the maximum expressiveness is a syntactic extension ofpossible while retaining computational completeness, decidability,and the availability of practical reasoning algorithms.its simpler predecessor. OWL Full - designed to preserve some compatibility with RDFSchema The following set of relations hold. Their inverses do not. Every legal OWL Lite ontology is a legal OWL DL ontology. Every legal OWL DL ontology is a legal OWL Full ontology. Every valid OWL Lite conclusion is a valid OWL DL conclusion. Every valid OWL DL conclusion is a valid OWL Full conclusion. Development of OWL Lite tools has thus proven almost as difficult as development of tools for OWL DL, and OWL Lite is not widely used Source: McGuinness, COGNA October 3, 2003www.sti-innsbruck.at 121 122. Semantic Based Dissemination Format OWL Class Axioms oneOf (enumerated classes) disjointWith sameClassAs applied to class expressions rdfs:subClassOf applied to class expressions Boolean Combinations of Class Expressions unionOf intersectionOf complementOf Arbitrary Cardinality minCardinality maxCardinality cardinality Filler Information hasValue Descriptions can include specific value informationSource: McGuinness, COGNA October 3, 2003www.sti-innsbruck.at122 123. Semantic Based Dissemination Format OWL Example: Source: McGuinness, COGNA October 3, 2003www.sti-innsbruck.at123 124. Semantic Based Dissemination Format OWL 2 Extends OWL 1 Inherits OWL 1 language features Makes some patterns easier to write Does not change expressiveness, semantics and complexity Provides more efficient processing in implementations Syntactic sugar: DisjointUnion - Union of a set of classes; all the classes are pairwise disjoint DisjointClasses - A set of classes; all the classes are pairwise disjoint NegativeObjectPropertyAssertion - Two individuals; a property does not hold between them NegativeDataPropertyAssertion - An individual; a literal; a property does not hold betweenthem OWL 2 allows the same identifiers (URIs) to denote individuals, classes, and properties Interpretation depends on context A very simple form of meta-modellingSource: McGuinness, COGNA October 3, 2003www.sti-innsbruck.at124 125. Semantic Based Dissemination Format OWL 2 New constructs for properties: Self restriction: Classes of objects that are related to themselves by a given property Qualified cardinality restriction: Qualifies the instances to be counted Object properties Disjoint properties Property chain: Properties can be defined as a composition of other properties keys An OWL 2 profile (commonly called a fragment or a sublanguage in computational logic) is a trimmed down version of OWL 2 that trades some expressive power for the efficiency of reasoning. OWL 2 profiles OWL 2 EL is particularly useful in applications employing ontologies that contain very largenumbers of properties and/or classes. OWL 2 QL is aimed at applications that use very large volumes of instance data,and where query answering is the most important reasoning task OWL 2 RL is aimed at applications that require scalable reasoning withoutsacrificing too much expressive power. OWL 2 profiles are defined by placing restrictions on the structure of OWL 2 ontologies. Source: http://semwebprogramming.org/?p=175www.sti-innsbruck.at125 126. Semantic Based Dissemination Format OWL 2 Example property chains in OWL2:Declaration( ObjectProperty( :isEmployedAt ) )ObjectPropertyAssertion( :isEmployedAt :Martin :SC )SubObjectPropertyOf( ObjectPropertyChain(:isEmployedAt :isPartOf ) :isEmployedAt)ObjectPropertyAssertion( :isEmployedAt :Martin :ICS )ObjectPropertyAssertion( :isEmployedAt :Martin :MU ) Source: http://dior.ics.muni.cz/~makub/owl/www.sti-innsbruck.at 126 127. Semantic Based Dissemination Format RIF A collection of dialects (rigorously defined rule languages) Intended to facilitate rule sharing and exchange RIF framework is a set of rigorous guidelines for constructing RIF dialects in a consistent manner The RIFframework includes several aspects: Syntactic framework Semantic framework XML framework RIF can be used to map between vocabularies (one of the proposed use cases) Source: Michael Kifer State University of New York at Stony Brookwww.sti-innsbruck.at 127 128. Semantic Based Dissemination Format RIF The standard RIF dialects are: Core - the fundamental RIF language. It is designed to be the common subset of most ruleengines. (It provides "safe" positive datalog with builtins.) BLD (Basic Logic Dialect) - adds a few things that Core doesnt have: logic functions,equality in the then-part, and named arguments. (This is positive Horn logic, with equalityand builtins.) PRD (Production Rules Dialect) - adds a notion of forward-chaining rules, where a rule firesand then performs some action, such as adding more information to the store or retractingsome information. Although RIF dialects were designed primarily for interchange, each dialect is a standard rule language and can be used even when portability and interchange are not required. The XML syntax is the only one defined as a standard for interchange. Various presentation syntaxes are used in the specification, but they are not recommended for sending between different systems.Source: http://www.w3.org/2005/rules/wiki/RIF_FAQ#What_is_RIF-BLD.3F__.28and_RIF-Core.2C_PRD.2C_FLD.29www.sti-innsbruck.at 128 129. Semantic Based Dissemination Format RIF A simplified example of RIF-Core rules combined with OWL to capture anatomical knowledge that can be used to help label brain cortex structures in MRI images. Source: http://www.w3.org/2005/rules/wiki/Modeling_Brain_Anatomywww.sti-innsbruck.at129 130. Semantic Based Dissemination Format Microformats Directly use meta tags of XHTML to embed semantic information in web documents; Microformats were developed as a competing approach directly using some existing HTML tags to include meta data in HTML documents As of 2010, microformats allow the encoding and extraction of events, contact information, social relationships and so on Advantages: you can publish a single, human readable version of your information in HTML and thenmake it machine readable with the addition of a few standard class names No need to learn another language Easy to add However: they overload the class tag which causes problems for some parsers as it makes semantic information and styling markup hard to differentiatewww.sti-innsbruck.at 130 131. Semantic Based Dissemination Format - Microformats Example

Joe Doe

The Example Company

604-555-1234

http://example.com/

www.sti-innsbruck.at131 132. Semantic Based Dissemination Format Microdata Use HTML5 elements to include semantic descriptions into web documents aiming to replace RDFa and Microformats. Introduce new tag attributes to include semantic data into HTML Unless you know that your target consumer only accepts RDFa, you are probably best going with microdata. While many RDFa-consuming services (such as the semantic search engine Sindice) also accept microdata, microdata-consuming services are less likely to accept RDFa. Advantages: the variable groupings of data within published areatables may not be the detail required for a particularapplication (e.g. age group, ethnic group oroccupational classification). the cross-tabulations of variables available in areatables may not be those needed for a study (e.g. countsof individuals by age and ethnic group and occupation).www.sti-innsbruck.at132 133. Semantic Based Dissemination Format Microdata Examples: Google may use microdata in its results pages: Opera from version 11.60 is the only current stable release of a browser that supportsmicrodata: MicrodataJS is a JavaScript library and jQuery plugin that emulates the DOM API.www.sti-innsbruck.at133 134. Semantic Based Dissemination Format Microdata Example without microdata: Hello, my name is John Doe, I am a graduate research assistant at the University of Dreams. My friends call me Johnny. You can visit my homepage at www.JohnnyD.com . I live at 1234 Peach Drive Warner Robins, Georgia.www.sti-innsbruck.at134 135. Semantic Based Dissemination Format Microdata Example using microdata: Hello, my name isJohn Doe, I am agraduate research assistantat theUniversity of Dreams.My friends call meJohnny. You can visit my homepage atwww.JohnnyD.com.I live at 1234 Peach DriveWarner Robins ,Georgia.www.sti-innsbruck.at 135 136. Semantic Based Dissemination Format RDF The Resource Description Framework (RDF) is a language for representing information about resources in the World Wide Web. RDF provides a common framework for expressing information so it can be exchanged between applications without loss of meaning. It is based on the idea of identifying things using Web identifiers (called Uniform Resource Identifiers, or URIs) and describing resources in terms of simple properties and property values Thus, RDF can represent simple statements about resources as a graph of nodes and arcs representing the resources, and their properties and values. It specifically supports the evolution of schemas over time without requiring all the data consumers to be changed Source: http://www.iis.sinica.edu.tw/~trc/public/courses/Fall2008/week15/slide-w15.html#%287%29www.sti-innsbruck.at 136 137. Semantic Based Dissemination Format RDF Based on triples An RDF triple contains three components: the subject, which is an RDF URI reference or a blank node the predicate, which is an RDF URI reference the object, which is an RDF URI reference, a literal or a blank node An RDF triple is conventionally written in the order subject, predicate, object. The predicate is also known as the property of the triple. Triple data model: Subject: Resource or blank node Predicate: Property Object: Resource (or collection of resources), literal or blank node Example: www.sti-innsbruck.at 137 138. Semantic Based Dissemination Format RDF An RDF graph is a set of RDF triples. The set of nodes of an RDF graph is the set of subjects and objects of triples in the graph. Person ages (:age) and favorite friends (:fav) Properties encoded as XML entities: Smith21Joneswww.sti-innsbruck.at 138 139. Semantic Based Dissemination Format SPARQL A recursive acronym for SPARQL Protocol and RDF Query Language On 15 January 2008, SPARQL 1.0 became an official W3C Recommendation Query language based on RDQL Used to retrieve and manipulate data stored in RDF format Uses SQL-like syntaxwww.sti-innsbruck.at139 140. Semantic Based Dissemination Format SPARQL Example SPARQL Query: Return the full names of all people in the graph PREFIX vCard: SELECT ?fullName WHERE {?x vCard:FN ?fullName} Results:@prefix ex: . @prefix vcard: . fullNameex:john vcard:FN "John Smith" ; ================= vcard:N [ "John Smith"vcard:Given "John" ; vcard:Family "Smith" ] ; "Mary Smith"ex:hasAge 32 ; ex:marriedTo :mary . ex:mary vcard:FN "Mary Smith" ; vcard:N [ vcard:Given "Mary" ; vcard:Family "Smith" ] ; ex:hasAge 29 .www.sti-innsbruck.at140 141. Semantic Based Disseminationwww.sti-innsbruck.at141 142. Semantic Based Dissemination Vocabulary Linked Data Linked Data Cloudwww.sti-innsbruck.at 142 143. Semantic Based Dissemination Vocabulary Linked Data Materialization of the usage of vocabularies Wikipedia defines Linked Data as "a term used to describe a recommended best practice for exposing, sharing, and connecting pieces of data, information, and knowledge on the Semantic Web using URIs and RDF Semantic web done right Tim Berners-Lee Combination of openness with data + open standards Linked Data Essentials: Use URIs Use HTTP URIs Serve useful information using SPARQL, RDF standards Mention URIs of related objectswww.sti-innsbruck.at143 144. Semantic Based Disseminationwww.sti-innsbruck.at144 145. Semantic Based Dissemination Vocabulary schema.orgwww.sti-innsbruck.at145 146. Semantic Based Dissemination Vocabulary schema.org Example*: Imagine you have a page about the movie Avatara page with a link to a movie trailer, information about the director, and so on. Your HTML code might look something like this:

* http://schema.org/docs/gs.htmlwww.sti-innsbruck.at146 147. Semantic Based Dissemination Vocabulary schema.org Example with microdata*:

* http://schema.org/docs/gs.htmlwww.sti-innsbruck.at 147 148. Semantic Based Dissemination Vocabulary FOAF Friend of a Friend Uses RDF to describe the relationship people have to other things around them FOAF permits intelligent agents to make sense of the thousands of connections people have with each other, their jobs and the items important to their lives; Because the connections are so vast in number, human interpretation of the information may not be the best way of analyzing them. FOAF is an example of how the Semantic Web attempts to make use of the relationships within a social context.www.sti-innsbruck.at 148 149. Semantic Based Dissemination Vocabulary FOAF Example Dan Brickley748934f32135cfcf6f8c06e253c53442721e15e7 Which says "there is a Person called Dan Brickley who has an email address whosesha1 hash is..."www.sti-innsbruck.at149 150. Semantic Based Dissemination Vocabulary GoodRelations A lightweight ontology for annotating offerings and other aspects of e-commerce on the Web. The only OWL DL ontology officially supported by both Google and Yahoo. It provides a standard vocabulary for expressing things like that a particular Web site describes an offer to sell cellphones of a certain make and model ata certain price, that a pianohouse offers maintenance for pianos that weigh less than 150 kg, or that a car rental company leases out cars of a certain make and model from a particularset of branches across the country. Also, most if not all commercial and functional details of e-commerce scenarios can be expressed, e.g. eligible countries, payment and delivery options, quantity discounts, opening hours, etc. http://semanticweb.org/wiki/GoodRelationswww.sti-innsbruck.at 150 151. Semantic Based Dissemination Vocabulary GoodRelations Example:Electronics.com Ltd.www.sti-innsbruck.at 151 152. Semantic Based Dissemination Vocabulary DublinCore Early Dublin Core workshops popularized the idea of "core metadata" for simple and generic resource descriptions. Metadata terms are a set of vocabulary terms which can be used to describe resources for the purposes of discovery. The terms can be used to describe a full range of web resources: video, images, web pages etc. and physical resources such as books and objects like artworks The Dublin Core standard includes two levels: Simple Dublin Core comprises 15 elements; Qualified Dublin Core includes three additional elements; Audience, Provenance and RightsHolder; as well as a group of element refinements, also called qualifiers, that refine the semantics of the elements in ways that may be useful in resource discovery.Source: http://dublincore.org (tutorials)www.sti-innsbruck.at152 153. Semantic Based Dissemination Vocabulary DublinCore Characteristics of DublinCore: All elements are optional All elements are repeatable Elements may be displayed in any order Extensible International in scope The fifteen core elements are usable with or without qualifiers Qualifiers make elements more specific: Element Refinements narrow meanings, never extend Encoding Schemes give context to element values If your software encounters an unfamiliar qualifier, look it up or just ignore it! Source: http://dublincore.org (tutorials)www.sti-innsbruck.at 153 154. Semantic Based Dissemination Vocabulary DublinCore Expressing Dublin Core in HTML/XHTML meta and link elements: ... Expressing Dublin Core in HTML/XHTML meta and link elements ...www.sti-innsbruck.at 154 155. Semantic Based Dissemination Implementations Rich Snippets Three steps to rich snippets1. Pick a markup format.Google suggests using microdata, but any of the three formats below are acceptable. Microdata (recommended) Microformats RDFa2. Mark up your content.Google supports rich snippets for these content types: Reviews People Products Businesses and organizations Recipes Events Music Google also recognizes markup for video content and uses it to improve our search results.www.sti-innsbruck.at155 156. Semantic Based Dissemination Implementations OWLIM OWLIM is a high-performance OWL repository Storage and Inference Layer (SAIL) for Sesame RDF database OWLIM performs OWL DLP reasoning It is uses the IRRE (Inductive Rule Reasoning Engine) for forward-chaining and total materialization In-memory reasoning and query evaluation OWLIM provides a reliable persistence, based on RDF N-Triples OWLIM can manage millions of statements on desktop hardware Extremely fast upload and query evaluation even for huge ontologies and knowledge bases OWLIM is developed by Ontotextwww.sti-innsbruck.at156 157. Semantic Based Dissemination Implementations OWLIM OWLIM is available as a Storage and Inference Layer (SAIL) for Sesame RDF. Benefits: Sesames infrastructure, documentation, user community, etc. Support for multiple query language (RQL, RDQL, SeRQL) Support for import and export formats (RDF/XML, N-Triples, N3)www.sti-innsbruck.at157 158. Semantic Based Dissemination Implementations Jena Apache Jena is a Java framework for building Semantic Web applications. Jena provides a collection of tools and Java libraries to help you to develop semantic web and linked-data apps, tools and servers. The Jena Framework includes: an API for reading, processing and writing RDF data in XML, N-triples and Turtle formats; an ontology API for handling OWL and RDFS ontologies; a rule-based inference engine for reasoning with RDF and OWL data sources; stores to allow large numbers of RDF triples to be efficiently stored on disk; a query engine compliant with the latest SPARQL specification servers to allow RDF data to be published to other applications using a variety of protocols,including SPARQLwww.sti-innsbruck.at 158 159. Semantic Based Dissemination Implementations Jena Jena stores information as RDF triples in directed graphs, and allows your code toadd, remove, manipulate, store and publish that information. Jena architecture overview:www.sti-innsbruck.at159 160. Overview of Channelswww.sti-innsbruck.at160 161. Multi-Channel Publishing / Dissemination Overview 1. What is dissemination? 2. Why do it? 3. How is it done? 4. Classification of Dissemination Channels 5. Pitfalls of dissemination 6. Measuring impact of dissemination 7. Summarywww.sti-innsbruck.at 161 162. Pitfalls of Dissemination Online dissemination methods are forms of electronic marketing, BUT there are important differences between electronic spam and conventional marketing techniques. For instance, common sense dictates that theres no reason to send an advertisement to somebody who cant use the product being advertised (e.g. presenting advantages of cat food to dog owners). The method of dissemination must be particularly crafted for the target audience (e.g. a message containing a large amount of technical details should not be sent to a partner that cannot understand such details) The method of dissemination must be particularly crafted for the channel selected to disseminate: the message should be shared on channels that permit it, otherwise it will be considered spam. A dissemination channel should not be intrusive: a member should be asked before being subscribed to a specific list, and should have the option to unsubscribe and re-subscribe whenever he wishes sowww.sti-innsbruck.at 162 163. Pitfalls of Dissemination The user must not be overloaded with information and must have the option of managing the content received (e.g. receive daily/weekly digests instead of numerous messages containing a single message) Close attention should be paid to the messages that are disseminated: elements that are not of utmost important should be just posted on the website regularly (and provide a single newsletter directing the user to the site). Posting elements that are not interesting for a user will be considered spam (in essence, spam is a message from someone else that the receiver did not ask for and does not want to have). The receiver should not be buried under a large number of messages it will create frustration as the important messages become harder to observe. When using chat applications as methods of dissemination, certain etiquette elements must be taken into consideration: Mass messages containing advertising are considered rude A discrete way of disseminating is using the status updatewww.sti-innsbruck.at 163 164. Multi Channel Publishing / Dissemination Overview 1. What is dissemination? 2. Why do it? 3. How is it done? 4. Classification of Dissemination Channels 5. Pitfalls of dissemination 6. Measuring impact of dissemination 7. Summarywww.sti-innsbruck.at 164 165. Communication Multi- Channel Publishingwww.sti-innsbruck.at165 166. Measuring impact of dissemination What is impact and feedback? Measuring impact of dissemination Overview of available tools per channelwww.sti-innsbruck.at 166 167. What is Impact and Feedback Impact = influence, effect of the dissemination process Feedback = evaluative information derived from the reaction or response to aparticular activity part of the disseminationwww.sti-innsbruck.at167 168. What is Impact and Feedback Impact of dissemination The impact of dissemination refers to: the actions that followed the disseminationof the message; the effect of the message on the behavior ofthe customers related to an enterprise,the offered products and services; the influence to the customers and theirreaction to the message;www.sti-innsbruck.at 168 169. What is Impact and Feedback Feedback of dissemination Refers to the response of an audience to a message or activity. Giving the audience a chance to provide feedback is crucial for maintaining an open communication climate. Feedback refers to a relationship between the behavior of the speaker, the response of the listener and the effect of the response on the further behavior of the speaker. In a sense, we may say that feedback, in order to be feedback, must be used as feedback. Theodore Clevenger, Jr., and Jack Matthews Feedback Communication theory edited by C.David Mortenser. Feedback should be measured and analysed.www.sti-innsbruck.at169 170. What is Impact and Feedback Measuring the feedback of the dissemination activities Increased understanding of the impact of the dissemination processes. The generation of reports, regarding the dissemination activities, helps an organisation tounderstand in deep the impact of their work and products to the audience by knowing whatpeople do not find attractive and useful. Evaluate current online and social network strategies. It is always important to evaluate a strategy and specify the lessons learned for future use. Look forward and plan the next business steps and objectives based on the effectiveness of the current activities. Modify the current dissemination activities according to the reports in order to be moreeffective in the future and our efforts more productive.www.sti-innsbruck.at170 171. What is Impact and Feedback Measuring the feedback of the dissemination activities To ensure that the message disseminated has been seen by the target audience. By measuring the impact of the dissemination, we could be aware of the visibility that ourmessage achieved. To verify whether the message has been understood by the target audience. The disseminated message may be well distributed and visible, but not understood by theaudience in the way that the enterprise would like to. To quantify the reach of the dissemination. It is important to be able to produce reports with metrics about the effectiveness of thedissemination. This is realizable only by establishing ways to measure the impact.www.sti-innsbruck.at171 172. What is Impact and Feedback What should we measure to specify the feedback? Social Media Exposure How many people did you reach with your message? Appeal of your message How many people listened to the entire message? If the majority of people stopped listening to your message, when did they stop? Was it dueto the content, the implementation of the message or the medium? Engagement How many people actually reacted to your message?It is important to find out how many people reacted after the dissemination reached them. Didthey forward the message to their social circle?www.sti-innsbruck.at172 173. What is Impact and Feedback What should we measure to specify the feedback? Influence Measure how influential the people who engaged with, and reacted to your message. Thisreflects the influence of the enterprise. The enterprise should be sure the messages arereaching different kinds of people, including average users and influential users. Message converted to action The ultimate goal of the enterprise is to monetize thedissemination of products and services. Measuring how the disseminated messages wereconverted to transactional actions. What was the Return On Investment (ROI) andthe Social Return On Investment (SROI)www.sti-innsbruck.at173 174. Measuring Impact of Dissemination Why and What to measure? Measuring impact of dissemination Overview of available tools per channelwww.sti-innsbruck.at 174 175. Measuring Impact of DisseminationWhat syntactical and concrete measuring units to consider? Overview of criteria for measuring Views and clicks Unary feedback Binary feedback Ratings Re-publication Comments:(Sentiment of comments) Replies Platform specificwww.sti-innsbruck.at 175 176. Measuring Impact of Dissemination Measuring units for static broadcasting Traffic Rank: Traffic Rank among all sites Traffic Rank among its category Reputation (by checking on websites like alexa.com or ranking.com) Reach: Estimated percentage of global internet users who visit Number of visitors Number of unique visitors Number of recurring visitors Audience Audience Demographics (age, gender, has children, education, location, etc) Page views: Estimated percentage of global page views Estimated daily unique pageviews per userwww.sti-innsbruck.at176 177. Measuring Impact of Dissemination Percentage of site viewed Bounce rate: Estimated percentage of visits to website that consist of a single page view Time on site: Estimated daily time on site (mm:ss) Search: Estimated percentage of visits that came from a search engine Connections: Sites linking in Links pointing to this site Link popularity ranking Reviews Click stream (for Wikis) number of mentions of interest topic (e.g. hotel name)www.sti-innsbruck.at 177 178. Measuring Impact of Dissemination Measuring units for dynamic broadcasting TypeTool Unit (number of) News feedsRSSSubscriptions, Web site visits NewslettersSubscriptions, Web site visits EmailReplies Microblogging TwitterTweets, Followers, Retweets, Mentions Tumblr Notes, Reblog BlogsComments, Sharing Social Networks Facebook Likes, Comments Google +1, Comments, Share LinkedIn Comment, Like, Flag ChatSkypeReplies, Contacts Google TalkReplies, Contacts Facebook Messenger Replies, Contacts Yahoo! Messenger Replies, Contactswww.sti-innsbruck.at178 179. Measuring Impact of Dissemination News feeds (e.g. RSS) Subscribers Web site visitors originating from newsfeed Newsletters Subscribers Web site visitors originating from newsfeed Email Replies Blogs Comments Sharing per individual postwww.sti-innsbruck.at 179 180. Measuring Impact of DisseminationMicroblogging Twitter Tweets Followers Retweets Mentions Tumblr Number of Notes Number of Reblogswww.sti-innsbruck.at 180 181. Measuring Impact of DisseminationSocial Networks Facebook Likes per page, Likes per post Comments per page, Comments per post Google+ +1 per post, +1 per page Comments per page, Comments per post Sharing LinkedIn Comments Likes Flagwww.sti-innsbruck.at181 182. Measuring Impact of DisseminationChats e.g. Skype, Google Talk, Facebook Messenger, Yahoo! Messenger Number of Contacts Replieswww.sti-innsbruck.at 182 183. Measuring Impact of Dissemination Measuring units for Sharing TypeToolUnit (number of ) SlidesSlideShareShare, comments, follow ImagesFlickrComments, faves VideosYouTube Comments, likes, dislikes, share, subscribe to the channel VideoLectures Popularity (star system), reviews, comments Social bookmarkingDelicious Stacks, links, comments, favorite, saves Diggdiggs StumbleUpon Like, dislike Social News Website RedditComment, vote up, vote downwww.sti-innsbruck.at183 184. Measuring Impact of DisseminationSlides Slideshare Likes per page, Likes per post Comments per page, Comments per postImages Flickr Comments Favoriteswww.sti-innsbruck.at184 185. Measuring Impact of DisseminationVideos YouTube Comments Video replies Likes and Dislikes Sharing Subscribe to channel VideoLectures Popularity (star system) Reviews Commentswww.sti-innsbruck.at185 186. Measuring Impact of DisseminationSocial Bookmarking Delicious Digg Stacks Diggs Links Comments Favorites StumblUpon Saves Like Dislike Social News Website (e.g. Reddit) Comments Vote up or Vote downwww.sti-innsbruck.at 186 187. Measuring Impact of Dissemination Measuring units for Online Discussion Groups Posts Replies to posts Discussions started (threads) Number of members Measuring units for Forum Number of discussions (threads) Number of members Number of commentswww.sti-innsbruck.at187 188. Measuring Impact of Dissemination Resulted user generated content as means of measuring content Number of times the dissemination channels have been mentioned as sources Number of times topics presented by the dissemination channels have appeared in unrelated websites or user generated content Number of responseswww.sti-innsbruck.at188 189. Measuring Impact of Dissemination Why and What to measure? Measuring Impact of Dissemination Overview of available tools per channelwww.sti-innsbruck.at 189 190. Overview of available tools per channel Social Media impact Use automated tools to collect and report customer feedback metrics Social media monitoring tools (Radian6, Alterian) to: Listening platforms: Crawlers Web/online information analytics Brand communities A brand community is a specialized non-geographically bound community, based on a structures set of social relationships among admirers of a brand (Muniz and OGuinn, 2001) Feedback and impact can be measured by employing analytics inside the community itself (surveys, polls, etc.)www.sti-innsbruck.at190 191. Overview of available tools per channel Static broadcasting: Use of websites like alexa.com, ranking.com to observe information regarding traffic (rank, reputation, number of visitors, page views, etc. )www.sti-innsbruck.at191 192. Overview of available tools per channel Dynamic Broadcasting Feeds: Web statistics Third-party RSS feed hosts (e.g. FeedBurner) Other (third party) solutions: Generating unique URLs for each subscriber Anonymity vs. exploration of individual user habits Such third party services are often only interested in collecting data Uniquely named transparent images Uniquely named transparent 1x1 graphics can be added to the description field of an RSS feed Use standard web logs to see the number of times the image is viewed and determine the number of times the feed was accessedwww.sti-innsbruck.at 192 193. Overview of available tools per channel Newsletters: Number of subscribers (no un-intrusive method of verifying whether the information has been received) Email and mailing lists: Measuring impact: Questions: Who read my emails? How many backlinks were produced? BUT: answering this question is difficult! Read-receipts: MDN - Message Disposition Notifications (inserted into mail header) Must be requested prior to sending the email BUT: o Highly depended on email application used (different implementations, or not supported at all) o Can be turned off by userwww.sti-innsbruck.at193 194. Overview of available tools per channel Email tracking: Web beacons: embedding of a tiny, invisible tracking image into email Only working for HTML emails (not plain-text messages) An individual tracking code is referenced when an event occurs Message is opened or a link is clicked Events are stored in database and used for statistics as click-through rates or operates BUT: Images and links can be turned off in email applications, spam-filters (!!)www.sti-innsbruck.at 194 195. Overview of available tools per channel Microblogs (e.g. Twitter) Twitter account has no built-in statistics tool Only number of tweets, of people following, and offollowers New: Twitter for Businesses offers detailed statistics (not free service) Third-party tools: e.g. Topsy Social Analytics, TwitterCounter, Track number of mentions (for hashtags andaccounts) Track retweetswww.sti-innsbruck.at 195 196. Overview of available tools per channel Social networks Facebook Facebook Insight for Pages, Apps andWebsites Facebook Insights provide aggregated, non-personally identifiable information to FacebookPageownersand FacebookPlatformdevelopers Statistics for Likes, Reach, and Talking aboutthis Insight API allows access to these statistics forPlatform developerswww.sti-innsbruck.at196 197. Overview of available tools per channel Google+ No built-in statistics tool Track +1, sharing and comments per post LinkedIn Number of connections New people in your network Profile stats Whos viewed your profile Appearances in searchwww.sti-innsbruck.at197 198. Overview of available tools per channel Chat Chat should not be used as a main dissemination method due to its very nature (one- to-one conversations) In particular situations, instant chatting can be employed to disseminate to a small number of people information that concerns only them (e.g. a skype conference disseminating the results of a project management meeting to the development team) It is a method to address any concerns or ensure engagement.www.sti-innsbruck.at 198 199. Overview of available tools per channel Sharing SlideShare Free Account: Statistics per presentation - Number of: Views (Embed, on slideshare), Favorites, Downloads, Comments Pro Account: Analytics summary Statistics per presentation Latest tweets All views (timeline) Downloads LinkedIn Dashboardwww.sti-innsbruck.at199 200. Overview of available tools per channel SlideShare Pro accounts statistics Analytics summary Total Views / Favorites / Downloads / Tweets / Likes Most active presentations Most search keywords Locationswww.sti-innsbruck.at200 201. Overview of available tools per channel Flickr Free account Photos views, comments Set of photos views, comments Popular Interestingness: Where the clickthroughs are coming from; who comments on it and when;who marks it as a favorite; its tags and many more things which are constantly changing.Interestingness changes over time, as more and more fantastic content and stories areadded to Flickr. [2] Views Favorites Commentswww.sti-innsbruck.at 201 202. Overview of available tools per channel Flickr Pro account Account overview Individual photos Daily referrerswww.sti-innsbruck.at 202 203. Overview of available tools per channel YouTube Analyticswww.sti-innsbruck.at 203 204. Overview of available tools per channel YouTube Demographicswww.sti-innsbruck.at 204 205. Overview of available tools per channel YouTube Audience retention: Absolute audience retention: How often each moment of your video is watched. Relative audience retention: Videos ability to retain viewers relative to all YouTube videosof similar length. (limitation: video views>300www.sti-innsbruck.at205 206. Overview of available tools per channel VideoLectures Lecture page Information about: Views Lecture popularity (stars) Social networks counters (Tweets, Likes, Google+, LinkedIn shares, Delicious, Mendeley) Conference page Information about: Most popular lectures (based on views) Top voted lectures Author page Information about: Views of her/his lectureswww.sti-innsbruck.at206 207. Overview of available tools per channel Social Bookmarking: Visibility of links shared Saves Visibility of grouped bookmarks shared (playlists for the web) Views Followers Social networks counters (Tweets, Likes) Commentswww.sti-innsbruck.at207 208. Overview of available tools per channel Collaboration The success of collaboration can either be observed instantly (e.g. a finished Google Document) or can be observed over a long period of time by assessing the projects and responses resulting from the collaboration session (e.g. creating software platforms using information presented in a workshop)www.sti-innsbruck.at208 209. Overview of available tools per channel Measuring group impact what to measure Size (number of members) assess whether the group should be large or small Interconnectedness and network density Shared Language a successful group shares the same language Communication activity meaningful and frequent input Noise level low access level Access level Resource availability which members and how many members can access the groups resources (conversations, shared documents, etc.) Use third party applications (such as social media monitoring tools)www.sti-innsbruck.at209 210. Overview of available tools per channel Measuring group impact built in methods Characteristics Google GroupsYahoo GroupsFacebookLinkedInXingGroupsGroupsGroups Show number ofYesYes Yes Yes Yes members Show number ofYes (and the top Yes NoYes Yes posts posters) Health (activity) 5 star ratingInternal, owner Like button InternalInternal measuring system (users) can add other on group mechanismmechanisms (e.g.page andlike buttons on individualpictures);commentsManagementFeatures to trackactivity Polls No Yes Yes Yes Yes Group statisticsNo NoNodashboard Yeswww.sti-innsbruck.at 210 211. Overview of available tools per channel Measuring group impact built in methods example interfacewww.sti-innsbruck.at 211 212. Overview of available tools per channel Semantic Based Communication Increased SEO Easier reach of information Same measuring units as above can be employedwww.sti-innsbruck.at 212 213. Dissemination Channels Overview 1. What is dissemination? 2. Why do it? 3. How is it done? 4. Classification of Dissemination Channels 5. Pitfalls of dissemination 6. Measuring impact of dissemination 7. Summarywww.sti-innsbruck.at 213 214. Summary Dissemination = To sow and scatter principles, ideas, opinions for growth and propagation, such as seed Purposes of dissemination: for awareness, understanding, and action. Classification: static, dynamic, sharing, collaboration, group communication, and semantic-based. 1. Static fixed content, user cannot reply; e.g. printed press, websites/homepages,newsletters 2. Dynamic - mobile, variable piece of content, dependent on constraints; e.g. news feeds(RSS), microblogging (Twitter), Email / Email list, Social Network, Blog, CMS (Drupal) 3. Sharing disseminating documents and files usually through hosting systems; e.g.YouTube, Flikr 4. Collaboration users, add, modify or delete content; e.g. Wikis 5. Group Communication threaded conversations, shared workspaces and establishedonline communities; e.g. Google Groups, Facebook Groups, Yahoo! Groups, LinkedInGroups, Xing Groups, Windows Live Groups. 6. Semantic-based add machine-processable semantics; e.g. RDFa, microformats,microdatawww.sti-innsbruck.at 214 215. Summary Pitfalls of dissemination dissemination should follow a set of rules to ensure the limitation / elimination of spam and noise Measuring impact of dissemination Social media impact analysis on actor level and item level Brand community Structured surveyswww.sti-innsbruck.at 215 216. References and Additional Material Wikipedia Channel (communications). (2012, 0504). Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Communication_channel European Comission (2012, 05 08). Dissemination and exploitation. Retrieved from European Comission: http://ec.europa.eu/dgs/education_culture/valorisation/diss-mechanisms_en.htm Harmsworth, S., Turpin, S., Rees, A., & Pell, G. (2000). Creating an Effective Dissemination Strategy An Expanded Interactive Workbook for Educational Development. TQEF National Co- ordination Team. http://www.researchutilization.org/matrix/resources/gcedu/ Muniz, A.M. Jr. and T.C. OGuinn. 2001. Brand Community, Journal of Consumer Research, 27(4): 41232. Wikipedia RDFa. (2012,05 16). Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Rdfawww.sti-innsbruck.at216 217. 2. SOCIAL MEDIA MONITORINGwww.sti-innsbruck.at 217 218. Social Media Monitoring Multi- ChannelSocial Publishing MediaMonitoringwww.sti-innsbruck.at 218 219. Social Media Monitoring Overview 1. What is Social Media Monitoring? 2. Why do we need the SMM? 3. Available media channels 4. Core Features of the SMM tools 5. SMM tools available in the market 6. Next Step: Response! 7. Summarywww.sti-innsbruck.at219 220. 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#Monitoringwww.sti-innsbruck.at 220 221. What is Social Media Monitoring? SMM 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. Hearing: is an accidental and automatic brain response to sound that requires no effort. Are you listening?www.sti-innsbruck.at221 222. What is Social Media Monitoring? 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, in real time, in a highly scalable waywww.sti-innsbruck.at222 223. What is Social Media Monitoring? The Social Media Monitoring (SMM) tools are NOT Social Media Dashboard tools. Their goal is NOT to administrate your soci

How to Domesticate the Multi-Channel Communication Monster (long)

Technology

Transcript of How to Domesticate the Multi-Channel Communication Monster (long)