Online Marketing with Schema.org and Multi-channel Communication
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Transcript of Online Marketing with Schema.org and Multi-channel Communication
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Based on: Fensel, A., Akbar, Z., Toma, I., Fensel., D. "Bringing Online Visibility to Hotels with Schema.org and Multi-channel Communication", In Information and Communication Technologies in Tourism 2016: Proceedings of the International Conference in Bilbao (ENTER’16), Spain, February
2-5, 2016, pp. 3-16, Springer (2016).
Anna Fensel, Zaenal Akbar, Ioan Toma, and Dieter Fensel
© Copyright 2016 | www.sti-innsbruck.at
08.07.2016
LDCT project workshop @ University of Montpellier, France
Online Marketing with Schema.org and
Multi-channel Communication
Outline
• Introduction
• The Challenge
• The Solution
• Result / Evaluation
• Conclusion and Future Work
Introduction
What travel consumers do online 1:
1ETOA, ”The New Online Travel Consumer”, 2014, http://www.etoa.org
Introduction
Online sources of travel inspiration 2:
1.Social networking, video, or photo sites (83 %)
2.Search engines (61 %)
3.Travel review sites/apps (42 %)
4.Destination-specific sites/apps (31 %)
5.Daily Deal sites/apps (27 %)
2Think with Google, ”The 2014 Traveler’s Road to Decision”, 2014,https://www.thinkwithgoogle.com
Introduction
Sources of online visibility:
1.Search Engines
2.Multiple Online Communication Channelsi.Social Networking
ii.Video & Photo Sharing iii.Travel Reviews iv.Booking Sitesv....
Introduction
ObjectiveTo help touristic businesses (e.g. hoteliers) to have a strong online presence:
• higher online visibility – positive impact on marketing success – leads to increased sales
Challenges:
1. How to increase online visibility of hotels on search engines?
2. How to increase online visibility of hotels on multiple online communication channels?
Use Case: Kaysers Hotel
A four-star (> > > >) hotel:• Located in Mieming,
province of Tyrol, Austria• 48 rooms• Offers: golf, skiing, tennis,
hiking, city trips, etc.
Had a limited online presence:• its own website 3
• booking platforms
• very limited use of social media, mainly Facebook
3http://www.kaysers.at
Use Case: TVB Innsbruck
One of the biggest tourism boards in Austria
• The 2nd biggest TVB in Tyrol• The 3rd biggest city destination
in Austria
Online marketing activities (2014)• Executed by a team of editors
and a blogger network
• 5 websites / mobile apps for iPhone and Android / 6 social media channels / 9 languages
Improve the online visibility – suitable for content sources
1. How to increase online visibility of hotels on search engines?
2. How to increase online visibility of hotels on multiple online communication channels?
Challenges
Semantic Annotations
Semantic annotations:• the process of marking-up resources with metadata• computer-understandable descriptions of resources
Schema.org:• collection of shared vocabularies to
mark-up web pages• can be understood by the major search
engines• index your content better, present it
more prominently in search results
Hotel Kaysers – semantic present
– Rich Snippets
Knowledge Graph –
Semantic Annotations
Kaysers Hotel:• 268 pages/sub-pages were annotated• three different languages (German, English, and French)
Semantic Annotations
1. How to increase online visibility of hotels on search engines?
2. How to increase online visibility of hotels on multiple online communication channels?
Challenges
Multi-channel Challenges
• Scalability• The overwhelming amount of available communication
channels
• Costs• Social media experts needed to handle communication
channels
• Domain personalization• Adaptation, alignment and definition of the content for
several channels
• Bilateral communication• Feedback and engagement / Reputation management
Multi-channel Online Communication Tool
Multi-channel Online Communication Tool
• A spin-off company of the University of Innsbruck, founded in 2015 4
• Focus – social media management & marketing
• Innovative technologies – semantic web technology and rule-based systems
4http://onlim.com
Multi-channel Online Communication Tool
Post Suggestions –
Multi-channel Online Communication Tool
Publication Calendar –
Multi-channel Online Communication Tool
Publication Statistics –
Evaluation Setup
• Measurements:1.Traffic to website2.Traffic to website originated from social media3.Work time spent by the hotel on social media management
• Tools:1.Google Analytics
2.Interview
Evaluation (1)
Evaluation period – July - August 2015:
Traffic to website has increased:
Sessions Users Pageviews 25% 21% 16%
Evaluation (2)
Traffic to website originated from social media:
• Traffic from Facebook increased by 40%• 92% of tweets were disseminated through the tool• Bring more visitors from Twitter (100%)
Evaluation (3)
Work time spent by the hotel on social media management:
• Before deployment ≈ 2.5 hours / day
• After deployment ≈ 1 hour / day
Conclusion
• We utilise semantic web technologies in touristic sectori. to increase the findability of a website through semantic
annotationii. to integrate the distributed and isolated content sources by
collecting the annotated contentiii. to distribute the collected content to multiple social media
channels (semi-automatically)
• Evaluation on the Kaysers Hotel:i.Website traffic has increased by 20%ii.Up to 40% growth of the social media traffic referrals iii.Up to 60% decrease of worktime spent in social media
marketing
Extension: TourPack: On-demand Data-driven Production of Touristic Service Packages (http://tourpack.sti2.at)
Goal: to develop a linked data empowered system for touristic service packing.
Motivation includes: • simplification of booking of multiple
services, • ease of online publishing of these services
by touristic service providers.
Implementation is to: • integrate several sources of data, structured
and unstructured (e.g. in schema.org), • process them to be used in the touristic
domain, • intelligently bundle the underlying services
in packages based on tourists’ needs/wishes,
• make them bookable via social media and mobile devices.
Coordinated by: Partners: TourPack project is supported by FFG, 2nd call of “IKT der Zukunft” funding line. Project duration: 2014-2016.
Anna Fensel
Extension: Touristic Service Packaging on Social Media
• Generation and publishing of posts suggesting other bookable activities to do while traveling, together with the hotel rooms offer
• Generated out of package offer modeled with schema.org
• Published together with a direct booking link
• Content adaptation for the social media platform and language
Image credit: Werner Kräutler
Extension: Data licensing
www.sti-innsbruck.at
Image from DALICC consortium: FH St Pölten, STI Innsbruck, WU Wien, Semantic Web Company, Höhne i. d. Maur & Partner Rechtsanwälte OG
Data licensing is still complicated, formats for automated licensed data use are under-defined.Semantic standards for license development are in progress e.g. ODRL, RightsML.A new project delivering a support system for data licensing is to start in November 2016 under FFG Ikt der Zukunft call, named DALICC: Data Licences Clearance Center.
Future Work
• Hotels extension of Schema.org 5
• Date reuse from third-party sources, appropriate licensing models would need to be found
• Applying semantic web technologies in various aspects of (multi-channel) online communication 6
5http://sdo-hotels.appspot.com/docs/hotels.html6“... the theme of communication technology has become a decisive factor in the
creation of value ...”, M. Gratzer (Ö HV), 2016
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