malaysia2012 handouts

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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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The Crazy Hotelier

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


HOTEL RECEPTION

The Crazy Hotelier

- walk-in customer- telephone



HOTEL RECEPTION

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The Crazy Hotelier

- walk-in customer- telephone- email



HOTEL RECEPTION

The Crazy Hotelier

- walk-in customer- telephone- email- fax



HOTEL RECEPTION

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The Crazy Hotelier

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


hotel website


HOTEL RECEPTION

The Crazy Hotelier



hotel website- review sites


HOTEL RECEPTION

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The Crazy Hotelier



hotel website- review sites- booking sites


HOTEL RECEPTION

The Crazy Hotelier



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


HOTEL RECEPTION

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The Crazy Hotelier



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


HOTEL RECEPTION

The Crazy Hotelier



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


HOTEL RECEPTION

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The Crazy Hotelier



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


HOTEL RECEPTION

The Crazy Hotelier



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


HOTEL RECEPTION

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The Crazy Hotelier

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


HOTEL RECEPTION

The Crazy Hotelier

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

volume-> 70 million € sales 70 million € sales

commission


HOTEL RECEPTION

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(Mulpuru, Harteveldt, & Roberge, 2011)

Call this “the growth of the multichannel monster”


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

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MULTI-CHANNEL DISSEMINATION

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Dissemination

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

• Takes the traditional view of communication 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).


• 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 ti–Static Broadcasting

–Dynamic Broadcasting

–Sharing

–Collaboration

–Social Networks

–Internet Forum and Discussion Boards


Internet Forum and Discussion Boards

–On-line Group Communication

–Semantic-based Communication

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

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Static Broadcasting

• Prehistoric methods of dissemination: cave drawings, stories of triumphs on columns and arches, history on pyramids, stones with messages

• More modern means: printed press, newspapers, journals


• Online static dissemination: homepage …. And various web sites

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Static Broadcasting

Homepage Example

St ti W b it E l


Static Website Example

The same hotel mentioned on Wikitravel’s entry for

Innsbruck

Static Broadcasting

Static Website Example

Entry in Wikipedia for Hotel Goldener Adler


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Dynamic Communication

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

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

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


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

(skype, messenger, …)

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Sharing

• There are a large number of Web 2.0 websites that support the sharing of information items such as: bookmarks, images, slides, and videos, etc.

• Provided by hosting services (images, videos, slides are stored on a server)


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Sharing

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

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

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

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


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 the“simplest 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.


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

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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):


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

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Internet Forums and Discussion Boards

• Web applications managing user-generated content

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

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

• Are governed by a set of rules

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


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Group Communication

• Many-to-many• Threaded conversations

U ll d i l i• Usually created on a particular topic• Have different access levels• Better for disseminating within a group that shares common interests as the purpose

of the services is to enable collaboration, information sharing and discussions• Exampled: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups,

Xing Groups. • Similar in many ways to Discussion boards and Internet Forums


Semantic Based Dissemination

Rich Snippets

• Snippets—the few lines of text that appear under every search result—are designedto give users a sense for what’s on the page and why it’s relevant to their query.to give users a sense for what s on the page and why it s relevant to their query.

• If Google understands the content on your pages, it can create rich snippets—detailed information intended to help users with specific queries.


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Semantic Based Dissemination

Overview

• Format is an explicit set of requirements to be satisfied by a material, product, or service.

Formate.g. RDFa

I l t ti

satisfied by a material, product, or service.– The most known examples are RDF and OWL.

• A (Semantic Web) vocabulary can be considered as a special form of (usually light-weight) ontology, or sometimes also merely as a collection of URIs with an (usually informally) described meaning*.


Implementatione.g. OWLIM

Vocabularye.g. foaf

• Implementation realization of an application, plan, idea, model, or design.

Semantic Based Dissemination: Formats

RDFsRDFs1998RDF

HTML Meta Elements

1999RDF

2004RDFaRDFa

2005MicroformatsMicroformats

2007OWLOWL

2008SPARQLSPARQL


2009OWL 2OWL 2

2010RIFRIF

2011MicrodataMicrodata

RDFa lite June 2012

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• A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology, or sometimes also merely as a collection of URIs with a (usuallyinformally) described meaning.

Semantic Channels: Vocabularies

• For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel).


Semantic Channels: Vocabularies


... and a lot more

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Overview of Channels



SOCIAL MEDIA MONITORING

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What is Social Media Monitoring?

Definition*

Social Media Monitoring is the continuous systematic observation andanalysis of social media networks and social communities It supports aanalysis of social media networks and social communities. It supports aquick overview and insight into topics and opinions on the social web.


*http://de.wikipedia.org/wiki/Social_Media#Monitoring

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Social Media Monitoring

• Social Media Monitoring tools facilitate the listening of what people say

about various topics in the social media sphere (blogs, twitter, Facebook,

etc.)

• Listening: is active, focused, concentrated attention for the purpose of

understanding the meanings expressed by a speaker.


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Social Media MonitoringChannels to analyze

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL NETWORKS

WIKIS

VIDEO SHARING


PHOTO SHARING

BLOGS MAINSTREAM MEDIA

SOCIAL MEDIA NEWSAGGREGATORS

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Channels to analyze

1. Social networks, e.g.:

• Facebook (Q1 2012):

• Twitter:

– 200 million Tweets per day (2011)• Facebook (Q1 2012):

– 526 million daily active users

– 3.2 billion Likes and Comments per day

– 500K comments per minute

– 200K Tweets per minute

• LinkedIn: 147 million users

• Google+: 170 million users


– 700K status updates per minute

– 80K wall posts per minute

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Channels to analyze

2. Sharing networks, e.g.:

• YouTube:YouTube:

– 4 billion videos are viewed a day

– 100 million people take a social action on YouTube every week (likes, shares, comments, etc)

• Flickr: >6.500 new photos per minute


• Pinterest: – 13 million users– American users spend an average of 97.8 minutes

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Channels to analyze

3. Email lists

• 2172 million Email users

4. Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, FacebookGroups etc )• 2172 million Email users

• 3375 million Active email accounts

• 2.8 million emails per second

Groups, etc.)

• Forums: 2K posts per minute

• Yahoo! Groups:

– 9 million groups

– 113 million users


• 90 trillion emails per year

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– 933 thousand unique visitors daily

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Channels to analyze

5. News feeds

• Total Feeds*: 694 311

6. Blogs:

• >95 million blogs available onlineTotal Feeds : 694,311

• Atom Feeds*: 86,496

• RSS feeds*: 438,102 (63% of the total)

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23.3 Billion posts

– 20K posts per minute


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

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• WordPress (Q2 2012)

– 73.724.911 WordPress sites

Channels to analyze

7. Traditional mediums:

• TV:

8. Online News:

• News websites: >25 000• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

Print medi ms (ne spapers maga ines)

• News websites: >25.000

• Online radio stations: >2700 Online radio stations in Germany


• Print mediums (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

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Social Media Monitoring



FOUR ROLES FOR SEMANTIC TECHNOLOGIES

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Semantic Analysis

What a computer understands from text messages:


bla bla bla...bla...

bla bla...

Semantic Analysis

• Discovering facts in texts and other sources (audio, video, etc.)• Deriving additional facts from them• Somewhere in the Web the text fragment “Dieter is married to Anna” occurs

(extracted statement)• Named Entity Recognition tells us that Dieter is a (German) male given name, and

Anna is a female given name (enriched with background knowledge)• We can infer that Dieter and Anna are persons and

– Dieter is male– Anna is female– Dieter is married to Anna– Anna is married to Dieter– What with “Anna-Marie is married with Dieter”?


What with Anna Marie is married with Dieter ?(derive new facts)

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Semantic Analysis

– Topic detection

Typical tasks of Information Extraction from Natural Language:

p– Named entity recognition– Co-reference and Disambiguation– Relation Extraction– Sentiment detection and Opinion mining– Social annotation– Text summarization


• Obviously all of them are needed in Social Media Analysis

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Semantic as a channel


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Semantic as a channel

• Not to be interpreted by humans, but machines that can make somethingout of it:


• Publishing Linked Data can take various formats and vocabularies

The three dimensions

HTML Meta

Elements

1999

RDFsRDFs1998

RDFRDF

2004

RDFaRDFa

2005

MicroformatsMicroformats

2007

OWLOWL

SPARQL

Formate.g. RDFa

I l t ti

s2008

SPARQL

2009

OWL 2OWL 2

2010

RIFRIF

2011

MicrodataMicrodata


Implementatione.g. OWLIM

Vocabularye.g. foaf

... and a lot more

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Semantic Content Modelling

Separate content and channel.

Same Event


Separating Symbol and Knowledge Level

Analogy 1 (for senior people in the audience)“I am about to propose the existence of something called the knowledge level,

within which knowledge is to be defined.” [Newell, 1982]

• Knowledge is intimately linked with rationality. Systems of which rationality can be posited can be said to have knowledge.

• At the knowledge level, knowledge is described functionally in terms of goals and rationality. Observer Agent


g y• At the symbol level, knowledge is described operational in terms of

achieving the goals through a certain sequence of activities.• Obviously, there are various ways to encode knowledge at the symbol level.

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Separating Content and Rendering

• Analogy 2 for juniors in the audience :– Content may be presented differently in different contexts.– Therefore, it should be modeled independent from a specific representation– Stylesheets connect content with a specific presentationy p p

• Content:<html><head><link rel="stylesheet" type="text/css" href="/tryit.css" /></head><body><div itemscope itemtype="http://schema.org/Person">

<img src="http://www.fensel.com/dieter.jpg" itemprop="image" />Title: Prof. Dr.Name: Dieter Fensel Nationality: GermanBirthdate: October 1960Address: 


Technikerstr. 21a,6020Innsbruck,Tirol

Tel.: +43 512 507 6485E-Mail: <a href="mailto:[email protected]" itemprop="email">[email protected]</a>WWW: <a href="http://www.fensel.com/" itemprop="url">http://www.fensel.com/</a>

</div></body><html>


• Style Sheet 1: body {

background-color: rgb(220,220,255);font-family:"Times New Roman";font family: Times New Roman ;font-size:20px;

}

img { float: right; }

span[id="property"] {

display: block;font-style: italic;

}

span[itemprop]{

font-weight: bold;font-style: normal;


font style: normal;}

a:link{

color: green;font-style: normal;font-weight: bold;

}

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• Style Sheet 2: body {

font-family:"Calibri";font-size:25px;font size:25px;

}

img{

float: left;width: 120px;margin-right: 50px;

}

span[id="property"] {

margin-right: 40px;float: left;

}


}

span[itemprop] { font-style: italic; }

a:link{

font-style: italic;font-weight: bold;

}

Use an Ontology to model the content


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Use a weaver to align content and channels

Branch specific Ontology

WeaverCollect feedback

+ statistics

Distribute content


Web 3.0/Mobile/OtherWeb/Blog Social Web

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Semantic Channel Modelling

Branch specific Ontology

MatcherCollect feedback

+ statistics

Distribute content



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Semantic Channel Modelling

• The number of digital publishing channels has increased exponentially in the past decade.

• Using semantics (i.e., an Ontology) to describe these channels.

• Automatic review and adjustment of content and dissemination to channels based on semantic match-making.

• Content-Channel mapping becomes an instance of Ontology alignment.


Infrastructure

ContentChannels


SEMANTIC COMMUNICATION ARCHITECTURE INNSBRUCK(SCAI *SKY)

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Reference architecture

• SCAI is a reference architecture.• A reference software architecture is a software architecture where the

structures and respective elements and relations provide templates for concrete architectures in a particular domain.

• A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture.

• SCAI provides a semantic engagement engine applicable to various domains and tasks


domains and tasks.• Core of its efficiently and flexibility is

– its separation of concern.– and the proper separation and alignment of form and substance.

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SCAI is based on three different types of functionalities.

• Infrastructure– The infrastructure layer provides basic functionalities needed by the other

f ti litifunctionalities.– The infrastructure layer is responsible for separating and multiple alignments of

communication content and communication channels.

• Communication– The communication layer used the basic functionality of the infrastructure layer to

implement the on-line communication of an agent.– It combines these elements into useful patterns of on-line interactions.– It supports exchange of meaning.

• Engagement


• Engagement – turns communication into cooperation.– Workflow– Crow sourcing– Value generation through on-line cooperation.

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Customization of the Architecture

• To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains.

• Task customization:– Advertisement– Customer Relationship Management– Revenue management– Brand management– Reputation management– Quality management


• Domain Customization: E.g., eTourisms.

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Infrastructure

Infrastructure

ContentChannels


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

• Channels are the millions of on-line communication possibilities

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Infrastructure

Weaver

Infrastructure

Content Manager- Import Content- Export Content

Channel Manager- Integrates- Personalizes- Interacts- Describes Channels


Content

Channels

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Infrastructure – Weaver

• Separating content from channels also requires the explicit alignment of both.

• This is achieved through a weaver. • A weaver is

– an uni-set of tuples describing bi-directional content-channel mappings,– an execution engine for these tuples,– a GUI to define these tuples, and– a management and monitoring component for these tuple sets.


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Communication

• Meaningful communication requires often more than just a single and isolated act of exchanging information.

– It can be active or reactive (Dissemination, Social Media Monitoring, and its integration)

– It has a trace, a history– It needs multi-channel switch– It is bi-directional and multi-agent– It is based on patterns of successful interaction styles (campaigning versus individual

interaction, etc.)


Dissemination and Social Media Monitoring

Dissemination and Social Media Monitoring

FORUMS/NEWSGROUPS

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWSAGGREGATORS


72Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg

BLOGS MAINSTREAM MEDIA

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Communication - Integration of Publication and Monitoring

Multi-Channel Social Media

Communication• Active and reactive

communication


Multi ChannelPublishing

Social MediaMonitoring

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Feedback

Example of Active

Communication performed by a hotelier on Facebook


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Feedback

Customer response to the hotel’s message


Response

Transmitter: guest at hotel


Reactor: hotelier

Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html76

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Communication - Trace

Tracing a conversation is crucial for making communication effective and efficient, and is therefore required for

Communication

• Communication has a history• The communication history IS the

trace• Communication must be

remembered otherwise it is meaningless

Multi-ChannelPublishing



communication• Tracing the communication


Communication - Multi-Channel Switch

(Online) Communication is scattered over multiple, often very different channels.

Communication

• Agents are challenged to disseminate information over all appropriate channels.

• Activities of all channels the agent is active in must be monitored.I t F db k d

Multi-ChannelPublishing




• Multi-channel switch


• Impact, Feedback and Responses need to be collected from all channels.

• E.g., switch from a public tweet to a private email response.

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Communication - Multi-Agent

• Communication requires at least two agents: a speaker and a listener.

Communication• Active and reactive communication

• Tracing the communication• However, communication does

not occur in a void – thus the initial model may never occur in real life as there may always be more than one listener or more than one agent.

• Agents may receive responses from multiple listeners that may

Multi‐ChannelPublishing


• Tracing the communication• Multi‐channel switch

• Multi‐agent


from multiple listeners that may also listen and start to interact with each other.

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Communication Patterns

• In software engineering, a design pattern is a general reusable solution to a commonly

Communication• Active and reactive communication

• Tracing the communicationsolution to a commonly occurring problem within a given context in software design.

• It is a description or template for how to solve a problem that can be used in many different situations.

• So patterns are formalized best

Multi‐ChannelPublishing


• Tracing the communication• Multi‐channel switch

• Multi‐agent• Patterns


So patterns are formalized best practices that you must implement yourself in your application.

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• Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns.

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Communication Patterns

• The communication patterns could be a way to facilitate the responsephase of an enterprise.

• A rich set of communication paradigms that address different types ofissues by describing workflows of interaction with customers orpotential customers.

• It should be a dynamic set of patterns in the sense that it is beingextended and altered continuously according to the needs of thecustomers and the nature of the issues that are arising.


Engagement

Engagemen

t

Workflow management

Crowdsourcing

Value-chain generation


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Engagement Workflow management

• A workflow consists of a sequence of concatenated (connected) steps*.

• Workflow management refers to the process of assigning, tracking and

responding to social media streams, usually in a team environment in

order to prevent double responses and missed opportunities. It is crucial

for an enterprise tool to promote team productivity through collaboration.

• Example: Bad review


*http://en.wikipedia.org/wiki/Workflow

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Engagement - Crowdsourcing

• Crowdsourcing is the act of taking a job traditionally performed by a

designated agent (usually an employee) and outsourcing it to andesignated agent (usually an employee) and outsourcing it to an

undefined, generally large group of people in the form of an open call.

• The application of Open Source principles to fields outside of software.

Howe (2008, 2009)


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Engagement - Crowdsourcing

Amazon Mechanical Turk

Amazon’s Mechanical Turk is a market in which anyone can post tasks to be• Amazon s Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them.

• The inspiration of the system was to have users complete simple tasks that would otherwise be extremely difficult (if not impossible) for computers to perform.

• A number of businesses use Mechanical Turk to source thousands of micro-tasks that require human intelligence, for example to identify objects in images find relevant information or to do natural language processing


images, find relevant information, or to do natural language processing.

• Mechanical Turk has more than 500,000 people in its workforce. Their median wage is about $1.40 an hour.*

• Example: Turn a text into a tweet.

*http://www.economist.com/node/21555876

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Engagement Value-Chain generation

“A value chain is a chain of activities for a firm operating in a specific industry.

The business unit is the appropriate level for construction of a value chain notThe business unit is the appropriate level for construction of a value chain, not

the divisional level or corporate level. Products pass through all activities of

the chain in order, and at each activity the product gains some value. The

chain of activities gives the products more added value than the sum of the

independent activities' values.”

Wikipedia


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Engagement Value-Chain generation

• The value chain generation lays on top of the other layers (i.e. workflow

management, crowdsourcing and communication patterns) and reflects the

aim of the enterprise to monetize their activities through these layers.

• The ultimate target for keeping the customers happy and engaged to the

brand is to increase the revenue. Thus, it is important to have a layer on top

of the communication that transforms long-term relationships into economic

transactions and new opportunities for the enterprise.


• For example, for a hotelier this layer could be the bookability of his services.

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SCEI - Summary

men

t

Value-chain generation



• Multi-channel switch• Multi-agent

• Pattern

Engagem

Workflow management

CrowdsourcingMulti-Channel Publishing Social MediaMonitoring


Infrastructure

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SEEKDA SOCIAL AGENT

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• Total overnight stays 126 Mio in Austria (42,7 Mio in Tyrol)

• Travel intensity per inhabitant (number of overnight stays divided by the id t l ti ) T t l 16 (63 i T l)

Facts and Figures on Tourism in Austria and Tyrol

resident population): Total 16 (63 in Tyrol)

• Direct employment in tourism: Total 307.000

• Direct spendings of foreign and resident visitors: 31 B €

• Direct percentage of overall GDP through tourism: 7.4%


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Facts and Figures on Tourism in Austria and Tyrol


source: http://www.tnooz.com/wp-content/uploads/2012/07/four-pillars-FULLjpg.jpg

Multi-channel booking problem

• Hotels are facing the multi-channel booking problem

• More than 100 different booking channels available

• Daily maintenance of right balance of rooms availability across more than 100 channels does not scale

• Average time for hoteliers required to maintain a profile of a medium size hotel at one portal takes between 5 to 15 minutes a day


• An effort of maintaining hotel’s profile on 100 portals would require then at least 20 hours of work

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The multi-channel solution for hotel-industry internet distribution

seekda! connect


• Automatic support for online booking on multiple channels

• One single entry point providing direct connections todifferent booking platforms

seekda connect

different booking platforms

• Simple, Web-based user interface for management ofbookings


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Direct bookability for hotels

• Booking quickly and directly via hotel Web sites• Seekda producs for direct bookability:

– Dynamic Shop – Dynamic Shop Mobile

• Benfits:– Hotels do not give part of their profit to booking chanells– Guests spend less time in

booking using the instant booking engine solution ofseekda


Direct bookability for hotels

• Challenges:– Does the customer find the hotel web site?– Does the customer trust the web site?

Are his/her requests properly answered?– Are his/her requests properly answered?– Is his/her feedback taken serious and form a positive review of the hotel?

• Multi-channel communication tools can improve revenues and benefitswithin the hospitality industry by:

– Increasing the on-line visible presence of hotels– Make hotels offers visible to a broader audience via multiple channels– Attract potential guests to hotel websites and thus increase direct bookability– effective and targeted on-line marketing


– effective and targeted on-line marketing

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Multi Channel Communication and YieldManagement

SCAI *sky +

h li i l i h l i i


holistic multi-channel communicationand revenue management for the hotelier

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Touristic Portal

• Multi-channel communication (SCAI *sky)

• seekda booking engine

• Linked Open Data (LOD)

• On the fly service integration as you pay

• Everything integrated into a comprehensive map


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Multi-channel communication

Branch specific conceptsSCEI

Collect feedback+

statistics

Distribute contentWeaver



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seekda booking engine - direct bookability for hotels

• Booking quickly and directly viahotel Web sites

• Seekda producs for directbookability:

– Dynamic Shop – Dynamic Shop Mobile

• Benfits:– Hotels do not give part of their

profit to booking chanells


p g– You do not loose the guest

having him booking other hotels

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Linked Open Data (LOD)

• Use LOD to integrate and lookup data about

– places and routes– time-tables for public transport– hiking trails– ski slopes– points-of-interest


Linked Open Data (LOD) - data sets

• Open Streetmap• Google Places • Databases of government

– TIRIS– DVT

• Tourism & Ticketing association • IVB (busses and trams) • OEBB (trains) • Ärztekammer• Supermarket chains: listing of products • Hofer and similar: weekly offers • ASFINAG: Traffic/Congestion data • Herold (yellow pages)

• Innsbruck Airport (travel times, airline schedules)

• ZAMG (Weather)


(y p g )• City archive • Museums/Zoo • News sources like TT (Tyrol's major daily

newspaper) • Statistik Austria

• University of Innsbruck (Curricula, student statistics, study possibilities)

• IKB (electricity, water consumption) • Entertainment facilities (Stadtcafe,

Cinema...) • Special offers (Groupon)

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On the fly service intergation as you pay

• Data and services from destinationsites integrated for recommendationand booking of

H t l– Hotels– Restaurants– Cultural and entertainment events– Sightseeing– Shops

• Two integration approaches:– ad-hoc service integration: via Web


scrapping as a quick integration solution

– via APIs and backend integrationfor a long term, durable solution

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Everything integrated: Tourist Map Austria

• Based on Open Street Map


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• Increase on-line visibility for hotel andvisibility for hotel and destination via multi-channel communication -SCAI


SCAI SCAI



• Increase on-line visibility for hotel andvisibility for hotel and destination via multi-channel communication -SCEI

• Hotels, ski passes, etc. directly bookable – seekda engine


SCEI SCEI

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• LOD to integrate and lookup data about


lookup data about hiking trails, ski slopes, etc.

LODSCEI SCEI





• LOD to integrate and lookup data about


lookup data about hiking trails, ski slopes, etc.

• On the fly service integration as you pay

LODSCEI SCEI

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6. SUMMARY

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Summary

• The multi-channel monster can be seen as a threat of:– Failing to be properly present (active and passive) in a multitude of opportunities– Spending a non-justify effort on achieving the former– Going out of business in both cases (even if for different reasons)

• We propose a scalable solution for this based on using semantics.• Core is the separation of content and channel and its explicit

interweavement.• For our approach, semantics is a corner stone but requires many

additional services and layers to actually provide its potential.• Together with Seekda we are currently focusing on the eTourisms


• Together with Seekda we are currently focusing on the eTourismsdomain, however, other verticals may follow.

• In general, we target domains (verticals) with many SMEs that need to intensively interact with their customers on-line.

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malaysia2012 handouts

Presentations & Public Speaking

hotel websitethe hotelier

hotel website review

emailthe hotelier

customerthe hotelier

email faxthe hotelier

fora destination sites

otherssti innsbruck

video photo