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  • 10/21/2012

    1

    How to Domesticate the Multi-Channel Communication Monster

    Dieter Fensel and many others

    STI Innsbruck, University of Innsbruck

    www.sti-innsbruck.at Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at

    The Crazy Hotelier

    The Hotelier of today has to deal with many different communication channels:

    www.sti-innsbruck.at 2

    HOTEL RECEPTION

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    2

    The Crazy Hotelier

    - walk-in customerThe Hotelier of today has to deal with many different communication channels:

    www.sti-innsbruck.at 3

    HOTEL RECEPTION

    The Crazy Hotelier

    - walk-in customer- telephone

    The Hotelier of today has to deal with many different communication channels:

    www.sti-innsbruck.at 4

    HOTEL RECEPTION

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    The Crazy Hotelier

    - walk-in customer- telephone- email

    The Hotelier of today has to deal with many different communication channels:

    www.sti-innsbruck.at 5

    HOTEL RECEPTION

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax

    The Hotelier of today has to deal with many different communication channels:

    www.sti-innsbruck.at 6

    HOTEL RECEPTION

  • 10/21/2012

    4

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website

    www.sti-innsbruck.at 7

    HOTEL RECEPTION

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website- review sites

    www.sti-innsbruck.at 8

    HOTEL RECEPTION

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    5

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website- review sites- booking sites

    www.sti-innsbruck.at 9

    HOTEL RECEPTION

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website- review sites- booking sites- social network sites

    www.sti-innsbruck.at 10

    HOTEL RECEPTION

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    6

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website- review sites- booking sites- social network sites- blogs

    www.sti-innsbruck.at 11

    HOTEL RECEPTION

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites

    www.sti-innsbruck.at 12

    HOTEL RECEPTION

  • 10/21/2012

    7

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat

    www.sti-innsbruck.at 13

    HOTEL RECEPTION

    The Crazy Hotelier

    - walk-in customer- telephone- email- fax- hotel website

    The Hotelier of today has to deal with many different communication channels:

    hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat- video & photo sharing

    www.sti-innsbruck.at 14

    HOTEL RECEPTION

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    8

    The Crazy Hotelier

    The Hotelier doesntonly have to deal withan overwhelmingnumber ofcommunicationcommunicationchannels, but also hasto pay up to 15% salescommissions to thebooking sites!

    www.sti-innsbruck.at 15

    HOTEL RECEPTION

    The Crazy Hotelier

    Tyrol:-> 40 million overnight stays-> 3 billion transaction

    volume-> 70 million sales 70 million sales

    commission

    www.sti-innsbruck.at 16

    HOTEL RECEPTION

  • 10/21/2012

    9

    (Mulpuru, Harteveldt, & Roberge, 2011)

    Call this the growth of the multichannel monster

    www.sti-innsbruck.at 17

    Content

    1. Multi-channel Dissemination

    2 S i l M di M it i2. Social Media Monitoring

    3. Four Roles for Semantics

    4. Semantic Communication Engine Innsbruck (SCEI*sky)

    5. Seekda Social Agent (SESA)

    6 Summary

    www.sti-innsbruck.at

    6. Summary

    18

  • 10/21/2012

    10

    www.sti-innsbruck.at

    MULTI-CHANNEL DISSEMINATION

    19

    Dissemination

    Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience

    Takes the traditional view of communication whichinvolves a sender and a receiver.

    In telecommunications and computer networking, acommunication channel, or channel, refers either to aphysical transmission medium such as a wire, or to alogical connection over a multiplexed medium such as aradio channel. (Wikipedia).

    www.sti-innsbruck.at

    There are various types of such channels.

    20Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg

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    Dissemination

    Classification of channels by the type of service they provide:

    St ti B d tiStatic Broadcasting

    Dynamic Broadcasting

    Sharing

    Collaboration

    Social Networks

    Internet Forum and Discussion Boards

    www.sti-innsbruck.at

    Internet Forum and Discussion Boards

    On-line Group Communication

    Semantic-based Communication

    Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon

    21

    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

    www.sti-innsbruck.at

    Online static dissemination: homepage . And various web sites

    22

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    Static Broadcasting

    HomepageExample

    St ti W b it E l

    www.sti-innsbruck.at 23

    StaticWebsiteExample

    ThesamehotelmentionedonWikitravels entryfor

    Innsbruck

    Static Broadcasting

    StaticWebsiteExample

    EntryinWikipediaforHotelGoldener Adler

    www.sti-innsbruck.at 24

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    13

    Dynamic Communication

    Small piece of content that is dependent on constraints such as time or location.

    Examples of tools (organized considering first the length of message and second the level of interactivity)

    News Feeds (f.e., RSS) Newsletters Email / Email lists Podcasts

    www.sti-innsbruck.at

    Microblogs (twitter, tumblr, ) Blogs Social networks Chat and instant messaging applications

    (skype, messenger, )

    25

    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.at 26

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    14

    Sharing

    Can use specialized applications (see below) of features of other platforms and services (e.g. share photos through Facebook)

    Examples: Flickr, Pinterest means of exchanging photos, visible to all users (no account necessary),

    allows users to post comments; Slideshare channel for storing and exchanging presentations; YouTube and VideoLectures sharing videos, all users can see the posted videos and leave

    comments on the websites Social Bookmark sites: e.g. delicious, digg, StumbleUpon Social News websites: e.g. reddit

    www.sti-innsbruck.at 27

    Dissemination through Collaboration

    Wiki Wiki = Hawaiian word for fast of quick.

    Described by the developer of the first wiki software Ward Cunningham as theDescribed by the developer of the first wiki software, Ward Cunningham, as thesimplest online database that could possibly work*.

    Websites whose users can add, modify or delete content via a web browser usingsimplified markup language or a rich-text editor.

    Most of the content is created collaboratively.

    Often used for internal collaboration, however, when public alsoan indirect means for dissemination.

    www.sti-innsbruck.at

    *http://www.wiki.org/wiki.cgi?WhatIsWiki28

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    15

    Social Networks

    Provide a community aspect, i.e. forms a community that shares information in amulti-directional way

    Common features (regardless of platform):( g p ) construct a public/semi-public profile; articulate list of other users that they share a connection with; view the list of connections within the system

    Some sites allow users to upload pictures, add multimedia content or modify the lookand feel of the profile

    Social networks typically offer more than one channel of dissemination (thus they willbe considered platforms with many available dissemination channels):

    www.sti-innsbruck.at

    Facebook: Pages, Groups, Share options LinkedIn and Xing are focused on professional use and fit the purpose of organizations

    29

    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 govern