sti international handbook on online communication

STI INTERNATIONAL

STI INTERNATIONAL ON-LINE COMMUNICATION HANDBOOK

Dieter Fensel, Birgit Leiter and Carmen Brenner

STI Innsbruck, University of Innsbruck, Technikerstraße 21a, 6020 Innsbruck, Austria

[email protected]

2012-08-28

SEMANTIC TECHNOLOGY INSTITUTE INTERNATIONAL

STI INTERNATIONAL Amerlingstrasse 19/35 A - 1060 Vienna Austria http://www.sti2.org

STI INTERNATIONAL

Abstract. This handbook covers on-line communication strategies for web 1.0, web 2.0, and semantic channels for the Semantic Technology Institute (STI) International research association and is based on the STI International Technical Report “Effective and Efficient On-line Communication”. It raises the approach described in the technical report to a higher level and summarizes it for the end-user.

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List of Tables ............................................................................................................................. 4 Table of Figures ........................................................................................................................ 5 List of Shortcuts ....................................................................................................................... 6

1 Introduction ................................................................................................................... 7 2 The Information Models .................................................................................................... 7

2.1 Organization .................................................................................................................. 8 2.2 Interact .......................................................................................................................... 9 2.3 Event ............................................................................................................................. 9 2.4 Further Information Items ........................................................................................... 10 2.5 Editorship .................................................................................................................... 11 2.6 The Information Model in Detail ................................................................................ 11

3 The Channels .................................................................................................................... 14 3.1 Broadcasting static information .................................................................................. 15 3.2 Broadcasting dynamic information ............................................................................. 16 3.3 Sharing ........................................................................................................................ 17 3.4 Group communication ................................................................................................. 17 3.5 Semantic-based Dissemination ................................................................................... 18

4 Weaver .............................................................................................................................. 25 4.1 Static Broadcasting ..................................................................................................... 27 4.2 Dynamic Broadcasting ................................................................................................ 37 4.3 Sharing ........................................................................................................................ 48 4.4 Group communication ................................................................................................. 51 4.5 Semantic-based Dissemination ................................................................................... 55

5 Appendix ........................................................................................................................... 61 5.1 STI International Strategy on On-line Impact Measurement ...................................... 61 5.1.1 Introduction .............................................................................................................................................. 61 5.1.2 Web site ...................................................................................................................................................... 61 5.1.3 Facebook .................................................................................................................................................... 63 5.1.4 Google+ ....................................................................................................................................................... 64 5.1.5 Twitter ......................................................................................................................................................... 65 5.1.6 YouTube ...................................................................................................................................................... 65 5.1.7 LinkedIn ...................................................................................................................................................... 66 5.1.8 XING .............................................................................................................................................................. 67 5.1.9 Slideshare ................................................................................................................................................... 67 5.1.10 Summary .................................................................................................................................................. 67

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List of Tables Table 1. Information Model of STI International .................................................................... 11 Table 2. Editors of STI International ....................................................................................... 14 Table 3. Static Broadcasting Channels of STI International .................................................... 15 Table 4. Dynamic Broadcasting Channels of STI International .............................................. 16 Table 5. Group Communication Channels of STI International .............................................. 18 Table 6. Semantic-based Dissemination of STI International .................................................. 20 Table 7. oc:Organization .......................................................................................................... 21 Table 8. oc:Committee ............................................................................................................. 22 Table 9. oc:Board ..................................................................................................................... 22 Table 10. sti2:ExcecutiveBoard ............................................................................................... 22 Table 11. sti2:Fellows .............................................................................................................. 22 Table 12. sti2:SteeringCommittee ............................................................................................ 22 Table 13. sti2:WorkingGroup .................................................................................................. 22 Table 14. oc:Document ............................................................................................................ 23 Table 15. sti2:Video ................................................................................................................. 23 Table 16. sti2:Application ........................................................................................................ 23 Table 17. sti2:MemberApplication .......................................................................................... 23 Table 18. sti2:LocalHostApplication ....................................................................................... 23 Table 19. sti2:EventSeries ........................................................................................................ 23 Table 20. sti2:ConferenceSeries ............................................................................................... 23 Table 21. eswc:ESWCConferenceSeries ................................................................................. 24 Table 22. sti2:BoardMeeting .................................................................................................... 24 Table 23. sti2:GeneralAssembly .............................................................................................. 24 Table 24. sti2:Summit .............................................................................................................. 24 Table 25. sti2:SummerSchoolSeries ........................................................................................ 24 Table 26. eswc:ESWCSummerSchoolSeries ........................................................................... 24 Table 27. sti2:Community ........................................................................................................ 24 Table 28. Content Channel Weaver of STI International ......................................................... 32 Table 29. News Weaver of STI International .......................................................................... 39 Table 30. Sharing Weaver of STI International ....................................................................... 49 Table 31. Social Network Sites Weaver of STI International .................................................. 53 Table 32. Semantic-based Dissemination of STI International ................................................ 55

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Table of Figures Figure 1. Technical Means to publish Semantic Data .............................................................. 20 Figure 2. Roles ......................................................................................................................... 26 Figure 3. Home Site of STI International ................................................................................. 27 Figure 4. Organization Site of STI International ...................................................................... 29 Figure 5. Interact Site of STI International .............................................................................. 29 Figure 6. Event Site of STI International ................................................................................. 30 Figure 7. ESWC Conference series Site of STI International .................................................. 30 Figure 8. ESWC Summer School 2012 Site of STI International ............................................ 31 Figure 9. Community site of STI International ........................................................................ 31 Figure 10. News Box of STI International ............................................................................... 37 Figure 11. News Site of STI International ............................................................................... 38 Figure 12. News Archive of STI International ......................................................................... 38 Figure 13. Twitter Page of STI International ........................................................................... 39 Figure 14. Slideshare Page of STI International ...................................................................... 48 Figure 15. Youtube Page of STI International ......................................................................... 49 Figure 16. Facebook Page of STI International ....................................................................... 51 Figure 17. Facebook Group of ESWC 2012 Summer School .................................................. 51 Figure 18. LinkedIn Page of STI International ........................................................................ 52 Figure 19. XING Page of STI International ............................................................................. 52 Figure 20. Overall Web site statistics for sti2.org (Jan 01,2011 - Dec 31, 2011) .................... 62 Figure 21. Demography of Web site visitors (Jan 01, 2011 - Dec 31, 2011) ........................... 62 Figure 22. Traffic sources (Jan 01, 2011 - Dec 31, 2011) ........................................................ 62 Figure 23. Top 15 search terms (Jan 01, 2011 - Dec 31, 2011) ............................................... 63 Figure 24. The STI International Facebook page ..................................................................... 64 Figure 25. The statistics of the STI International YouTube channel ....................................... 66 Figure 26. The profile of STI International on the professional network XING ..................... 67

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List of Shortcuts A1L Activity 1 Leader A2L Activity 2 Leader A3L Activity 3 Leader A4L Activity 4 Leader C Contact CD Concept Description CM Call Manager CM Communication Manager E Event I Interact i instance IS Instance Set J Join JFP Join as Full Partner M Mission O Organization P Project PD Project Description PM Project Manager R Result SD Scientific Director WM Webmaster WP Work package WP1L Work package 1 Leader WP2L Work package 2 Leader WP3L Work package 3 Leader WP4L Work package 4 Leader WP5L Work package 5 Leader WP6L Work package 6 Leader WP7L Work package 7 Leader

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1 Introduction As described in the STI International Technical Report “Effective and Efficient On-line Communication”1 on-line communication is a time consuming and not scalable task, and there is still a big challenge in making it more effective and efficient.

The technical report describes an approach to achieve this by introducing a layer on top of the various internet based communication channels that is domain specific and not channel specific. The solution has been described for on-line communication of the Semantic Technology Institute (STI) International research association2 and the Planet Data project3. This handbook raises the solution described in the technical report to a higher level where it can be used as a reference and guidelines for on-line communication at the Semantic Technology Institute (STI) International4. The handbook will be structured as follows. Section 2 specifies the information models identified in the technical report in detail. Section 3 defines the channels that are used by STI International. Section 4 introduces the weaver that brings together information with the specified communication channels.

2 The Information Models In this section we specify the information models of STI International. We identified the following top-level concepts to STI International (see Section 2.1. - 2.3):

• Organization. This structural model defines both as structured entities composed of elements organized in a certain structure.

• Interact. This communication model defines how you can interact with them. • Event. This activity model describes their major activities.

Further issues are described in Section 2.4.

Each of the categories comes with an editor responsible for maintaining the contents (see Section 2.5). Editors serve as a contact point to provide content. They are also responsible for collecting this content and passing it to the operational process that publishes the contents in

1 http://www.sti-innsbruck.at/TR/OnlineCommunication 2 http://www.sti2.org 3 http://www.planet-data.eu/ 4 STI International is a global network engaging in research, education, innovation and commercialization activities on semantic technologies working to facilitate their use and applicability within industries and society as a whole. STI International is organized as a collaborative association of interested scientific, commercial and governmental parties that share a common vision. Launched in Berlin in January 2007, STI international designs its unique research infrastructure and implements public and internal services that support the individual partner organizations in their research collaboration, standardization, dissemination and exploitation activities. Obviously such an association requires the most advanced scalable, effective, and efficient on-line communication approach that is currently available.

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the various information channels. A clear definition of editorship for each information item ensures a manageable process model for gathering and publishing this content. After defining an informal model we formalized the information model as an ontology (see Technical Report Section 2.7). We model structured information items as concepts and non-structured ones as properties, i.e., we assume simple non-structured values for properties. In general our model is rather simple but this may reflect the fact that we do not model a domain with all its complexity but rather the information chunks that are disseminated about it. That is, our modeling perspective and grainsize is defined by the consideration that an information provider can make informal sense of a chunk and that this chunk can be mapped onto a communication channel.

2.1 Organization

An organization is a means to an end. Therefore it should have a crystal-clear mission statement defining why it is there. Obviously such a justification of existence is based on three principal elements: what problem an organization is dealing with, why it is an important problem, and how the organization contributes to its solution.

STI International is an association, i.e., it is constituted by its member organizations. Hereby, STI International distinguishes its membership by partners and members.

• Partners: STI International Partners have voting rights in the General Assembly and can appoint a delegate to the Board. They have reduced fees for all STI events, conferences and services, and can send announcements to the STI Community and STI Members mailing list.

• Members: STI International Members can participate in the General Assembly. They have reduced fees for all STI events, conferences and services, and can send announcements to the STI Community mailing list.

Notice each of these partners or members is again an organization and we could/should here recursively refine the model. These members and partners set up legal bodies that represent the organization. In the case of STI International these are:

• The Executive Board is the executive body of the Association. Members of the Executive Board include the President, one or two Vice Presidents, the Treasurer and a General Secretary. The Executive Board is responsible for the operational management of the Association.

• STI Fellows are well-known experts in the “semantic community” and are responsible for submitting recommendations to the Board and the Executive Board.

• The Board consists of members of the Executive Board, STI fellows, and delegates of all partners. It has an advisory role over the Executive Board and recommends the strategic, scientific, economic and financial objectives of the Association. It holds the overall decision power in STI International.

Legal entities are, in the end, nothing more than a structured pattern of interaction between the people that carry these legal bodies. Additionally, these people appreciate being publically

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awarded and recognized for the great service they provide for their organizations. Therefore, it is more than wise to list the people that are responsible for the actual work on the project (as a subset of all the people that keep a partner organization alive). In the case of STI International it is called the team which consists of people who are here to support the association, and their partners and members.

STI International is further described by documents. So it offers Press Material, but also documents that describe the rules and processes of the organization, i.e., Progress Reports, Statutes and Rules Documents, and Working Group Documents.

Additionally, STI International has working groups that work on generic technological solutions that then can be used, extended, and applied within individual research projects.

2.2 Interact

STI International is an association. An important way to contact STI International is therefore the request to become a partner or a member. How to Join STI International is therefore important information.

An individual requires an address to approach an organization. One might wish to know things like a Skype id, an email address, a phone number, a fax number, a postal address, a Facebook account name, a Twitter account name, and a list of email lists. In addition, it is nice and helpful if an organization adds more information on its location, i.e., a local map, how to reach it, nearby accommodations, and general tourism info about the place. The latter applies only to STI International since a project does not have a physical address (one could provide the address of the organization that is project coordinator, but it would be of limited use).

2.3 Event

STI International organizes and sponsors a number of events where each event5 is an object in time. In our more specific setting an event in our sense of the word is a type of gathering.6 An event can either be a past event, a current event or an upcoming event. Additionally, STI International runs and reports the following event series:

• Board Meetings. The Board meets twice a year to monitor the progress and operations of STI International.

• General Assemblies. The General Assembly of the Association is convened at least once every business year.

• Summits. Every two years STI International holds a Semantic Summit organized by the STI Fellows for the STI Board and selected members. STI International Summits address a small number of open scientific and domain or industry challenges of strategic importance to the Semantic Technology Community.

• Summer Schools. As part of its training and educational focus, STI International Summer Schools provide an introduction to the interdisciplinary field of Semantic Technologies for senior undergraduate and graduate students. One of them is shared

5 http://en.wikipedia.org/wiki/Event_(philosophy) 6 http://en.wikipedia.org/wiki/Event_(philosophy)

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with the PlanetData project and the Extended Semantic Web Conference (ESWC) Series. More details regarding the ESWC Summer School Series can be found below.

• Conference Series. STI International runs a number of conferences in the Semantic Technology and Web area continuing the work initiated by ESSI7 which began with the European Semantic Web Symposium in 2004.8

o Asian Semantic Web Conference (ASWC)9 o European Semantic Technology Conference (ESTC)10 o Extended Semantic Web Conference (ESWC)11 o Future Internet Symposium (FIS)12.

The ESWC Summer School is described by the following major items:

• A mission statement, • About: including a program, the organization team and some information on the

sponsors • the Tutors, • the Keynotes, and • an application procedure for registering to the Summer School.

The Extended Semantic Web Conference (ESWC) Series is described by the following major items:

• A mission statement, • a government specification, • the Steering Committee, • a list of current & upcoming and past ESWC events, and • an application procedure for becoming a local host.

2.4 Further Information Items

STI International is developing a portal mentioning semantic technology vendors, data market places, and user organizations. For the moment, we defined the following limited properties to describe these entities:

• Name • URI • Logo • Description

Enrichment of this Ontology and its population by instances is then a task delegated to the semantic technology community. 7 The European Semantic Systems Initiative (ESSI) was founded by six European FP6 projects working in the domains of Semantic Web and semantically empowered service-oriented architectures: Adaptive Services Grid (ASG), Data Information and Process Integration with Semantic Web Services (DIP), Knowledge Web, Semantic Knowledge Technologies (SEKT), Semantics Utilised for Process management within and between Enterprises (SUPER), and Triple Space Communication (TripCom). It was a pre-decessor of STI International. ESSI generalized the SDK cluster (http://videolectures.net/koml04_davies_sc/) that was initiated by the three projects SEKT, DIP, and Knowledge Web. 8 http://www.esws2004.org/ 9 http://www.sti2.org/events/conference-series/asian-semantic-web-conferences 10 http://www.estc-conferences.com/ 11 http://www.eswc-conferences.org/ 12 http://www.fis-conferences.org/

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2.5 Editorship

Each of the categories comes with an editor responsible for maintaining the contents. Editors serve as a contact point to provide content. They are also responsible for collecting this content and passing it to the operational process that publishes the contents in the various information channels. A clear definition of editorship for each information item ensures a manageable process model for gathering and publishing this content.

2.6 The Information Model in Detail

Table 1. Information Model of STI International No Information Item Editor 1 Organization oc:Organization Secretary 2 O – Description oc:hasDescription(oc:Organization) Assistant 3 O – Image oc:hasImage(oc:Organization) Assistant 4 O – Name oc:hasName(oc:Organization) Assistant 5 O – Founders sti2:hasFounder(oc:Organization) Assistant 6 O – Founding date sti2:hasFoundingDate(oc:Organization) Assistant 7 O – Mission oc:hasMissionStatement(oc:Organization) President 8 O – Partner sti2:hasPartnerOrganization(oc:Organizati

on) Assistant

9 O – Member oc:hasMember (oc:Organization) Assistant 10 O – Board oc:Board Assistant 11 O – Board – Description oc:hasDescription(oc:Board) Assistant 12 O – Board – Name oc:hasName(oc:Board) Assistant 13 O – Board – Members oc:hasMember(oc:Board) Assistant 14 O – Board – Chair sti2:hasChair(oc:Board) Assistant 15 O -‐ Executive Board sti2:ExecutiveBoard Assistant 16 O – Executive Board – Description oc:hasDescription(sti2:ExecutiveBoard) Assistant 17 O – Executive Board – Name oc:hasName(sti2:ExecutiveBoard) Assistant 18 O – Executive Board – Members oc:hasMember(sti2:ExecutiveBoard) Assistant 19 O – Executive Board – Chair oc:hasChair(sti2:ExecutiveBoard) Assistant 20 O – PhD Award Winners Assistant 21 O – Fellows sti2:Fellows Assistant 22 O – Fellows – Description oc:hasDescription(sti2:Fellow) Assistant 23 O – Fellows – Name oc:hasName(sti2:Fellow) Assistant 24 O – Fellows – Members oc:hasMember(sti2:Fellow) Assistant 25 O – Fellows – Chair oc:hasChair(sti2:Fellow) Assistant 26 O – Team sti2:hasTeamMember Assistant 27 O – Working groups sti2:WorkingGroup Assistant 28 O – Working Group – Description oc:hasDescription(sti2:WorkingGroup) Assistant 29 O – Working Group – Image oc:hasImage(sti2:WorkingGroup) Assistant 30 O – Working Group – Name oc:hasName(sti2:WorkingGroup) Assistant

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31 O – Working Group – Contact Points oc:hasContactPoint(sti2:WorkingGroup) Assistant 32 O – Working Group – Email oc:hasEmail(sti2:WorkingGroup) Assistant 33 O – Working Group – Event oc:hasRelatedEvent(sti2:WorkingGroup) Assistant 34 O – Working Group – Founding date sti2:hasFoundingDate(sti2:WorkingGroup

) Assistant

35 O – Working Group – Members oc:hasMember(sti2:WorkingGroup) Assistant 36 O – Working Group – Telephone oc:hasPhoneNumber(sti2:WorkingGroup) Assistant 37 O – Working Group – Skype ID oc:hasSkypeAccount(sti2:WorkingGroup) Assistant 38 O – Working Group – Twitter ID oc:hasTwitterAccount(sti2:WorkingGroup

) Assistant

39 O – Working Group – Mailing list oc:hasMailingList(sti2:WorkingGroup) Assistant 40 O – Working Group – Mission oc:hasMissionStatement(sti2:WorkingGro

up) Assistant

41 O – documents oc:Document Assistant 42 O – documents – Description oc:hasDescription(oc:Document) Assistant 43 O – documents – Name oc:hasName(oc:Document) Assistant 44 O – documents – Topic oc:hasTopic(oc:Document) Assistant 45 O – documents – Creator oc:hasCreator(oc:Document) Assistant 46 O – documents – Date oc:hasDate (oc:Document) Assistant 47 O – documents – Publisher oc:hasPublisher(oc:Document) Assistant 48 O – documents – Subject oc:hasSubject(oc:Document) Assistant 49 O – documents – Title oc:hasTitle(oc:Document) Assistant 50 O – documents -‐ presentation Assistant 51 Interact Assistant 52 I – Contact oc:hasContactPoint(oc:Organization) Assistant 53 I – Contact – Address oc:has Location(oc:Organization) Assistant 54 I – Contact – Contact point oc:has ContactPoint(oc:Organization) Assistant 55 I – Contact – Email oc:has Email(oc:Organization) Assistant 56 I – Contact – Fax number oc:has FaxNumber(oc:Organization) Assistant 57 I – Contact – Telephone oc:has PhoneNumber(oc:Organization) Assistant 58 I – Contact – Skype ID oc:has SkypeAccount(oc:Organization) Assistant 59 I – Contact – Twitter ID oc:has TwitterAccount(oc:Organization) Assistant 60 I – Contact – LinkedIn ID oc:has LinkedInAccount(oc:Organization) Assistant 61 I – Contact – XING ID oc:has XingAccount(oc:Organization) Assistant 62 I – Contact – Facebook ID oc:has FacebookAccount(oc:Organization) Assistant 63 I – Location oc:hasLocation(oc:Organization) Assistant 64 I – Join STI International oc:ApplicationProcess Assistant 65 I – Join STI International – Description oc:hasDescription(oc:ApplicationProcess) Assistant 66 I – Join STI International – Application

Form sti2:hasApplicationForm Assistant

67 I – email lists oc:hasMailingList(oc:Organization) Assistant 68 I – Web 2.0 Assistant 69 I – Web 3.0 Assistant 70 Event oc:Event Secretary 71 E – Conference Series oc:ConferenceSeries President 72 E – Conference Series -‐ ESWC sti2:ESWC President

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73 E – Board Meetings sti2:BoardMeeting President 74 E – Board Meetings – Description oc:hasDescription(sti2:BoardMeeting) President 75 E – Board Meetings – Image oc:hasImage(sti2: BoardMeeting)) President 76 E – Board Meetings – Name oc:hasName(sti2:BoardMeeting) President 77 E – Board Meetings – Presentation sti2:hasPresentation(sti2:BoardMeeting) Assistant 78 E – General Assemblies sti2:GeneralAssembly President 79 E – General Assemblies – Description oc:hasDescription(sti2:GeneralAssembly) President 80 E – General Assemblies – Image oc:hasImage(sti2: GeneralAssembly)) President 81 E – General Assemblies – Name oc:hasName(sti2:GeneralAssembly) President 82 E – General Assemblies -‐ Presentation sti2:hasPresentation(sti2:GeneralAssembl

y) Assistant

83 E – Summits sti2:Summit President 84 E – Summits – Description oc:hasDescription(sti2:Summit) President 85 E – Summits – Image oc:hasImage(sti2: Summit)) President 86 E – Summits – Name oc:hasName(sti2:Summit) President 87 E – Summits -‐ Presentation sti2:hasPresentation(sti2:Summit) Assistant 89 E – Summer Schools sti2:SummerSchool Vice President 90 E – Summer Schools – ESWC2012 sti2:ESWCSummerSchool2012 Vice President 91 E – Summer Schools – ESWC2012 –

Description oc:hasDescription(sti2:ESWCSummerSchool2012)

Vice President

92 E – Summer Schools – ESWC2012 – Image

oc:hasImage(sti2: ESWCSummerSchool2012))

Vice President

93 E – Summer Schools – ESWC2012 – Name

oc:hasName(sti2:ESWCSummerSchool2012)

Vice President

94 E – Summer Schools – ESWC2012 – Home

Vice President

95 E – Summer Schools – ESWC2012 – About

Vice President

96 E – Summer Schools – ESWC2012 – About -‐ Program

sti2:hasProgramm(sti2:ESWCSummerSchool2012)

Vice President

97 E – Summer Schools – ESWC2012 – About -‐ Organisation

oc:organizesEvent(sti2:ESWCSummerSchool2012)

Vice President

98 E – Summer Schools – ESWC2012 – About – Sponsors and Supporters

sti2:sponsors,sti2:supports(sti2:ESWCSummerSchool2012)

Vice President

99 E – Summer Schools – ESWC2012 – Tutors

sti2:hasTutor(sti2:ESWCSummerSchool2012)

Vice President

100 E – Summer Schools – ESWC2012 – Keynotes

sti2:hasKeynoteSpeaker(sti2:ESWCSummerSchool2012)

Vice President

101 E – Summer Schools – ESWC2012 – Attending

oc:hasLocation(sti2:ESWCSummerSchool2012)

Vice President

102 E – Summer Schools – ESWC2012 – Attending -‐ Apply

oc:hasApplicationProcess(sti2:ESWCSummerSchool2012)

Vice President

103 E – Summer Schools – ESWC2012 – Attending – Regsitration Fees

sti2:hasRegistrationFees(sti2:ESWCSummerSchool2012)

Vice President

104 E – Conference Series -‐ E SWC sti2:ESWC President 105 E – Conference Series – ESWC –

Description President

106 E – Conference Series – ESWC – Image President

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107 E – Conference Series – ESWC – Name President 108 E – Conference Series -‐ ESWC –

Mission oc:hasMissionStatement(sti2:ESWC) President

109 E – Conference Series -‐ ESWC – Government Specification

sti2:hasRulesSpecification(sti2:ESWC) President

110 E – Conference Series -‐ ESWC – Steering Committee

sti2:hasSteeringCommittee(sti2:ESWC) President

111 E – Conference Series -‐ ESWC – Event oc:hasRelatedEvent(sti2:ESWC) President 112 E – Conference Series -‐ESWC – Local

Host Application sti2:hasHostingApplication(sti2:ESWC) President

113 Photos Assistant 114 Community sti2:Community Secretary 115 C – Company Secretary 116 C – Company – Description Secretary 117 C – Company – Name Secretary 118 C – Company – Logo Secretary 119 C – Company – Category Secretary 120 C – Company – Website Secretary 121 C – Company – Properties Secretary 122 C – Search Secretary 123 C – Search – Search Form Secretary 124 C – Search – List of all Companies Secretary 125 C – RDF Dump Secretary 126 C – Add Facts Secretary 127 C – Modify Facts Secretary 128 C – Add Vocabulary Secretary

Table 2. Editors of STI International No Function Who

1 Assistant Alice Carpentier 2 President John Domingue 3 Secretary Dieter Fensel 4 Vice President Elena Simperl

3 The Channels We identified a number of categories for on-line communication channels in our technical report. In the following, we list all channels that are used by STI International:

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3.1 Broadcasting static information

STI International Website: http://www.sti2.org The STI International Website mostly reflects the conceptual structure of its information model. Future versions may become optimized for accessibility issues.

Table 3. Static Broadcasting Channels of STI International No Name What 1 http://www.sti2.org/ = homepage static web site 2 homepage/organisation static web site 3 homepage/organisation/partners static web site 4 homepage/organisation/members static web site 5 homepage/organisation/board static web site 6 homepage/organisation/executive-‐board static web site 7 homepage/organisation/fellows static web site 8 homepage/organization/sti-‐phd-‐awards static web site 9 homepage/organisation/team static web site 10 homepage/organisation/working-‐groups static web site 11 homepage/organisation/documents static web site 12 homepage/interact static web site 13 homepage/interact/contact static web site 14 homepage/interact/visiting-‐STI static web site 15 homepage/interact/join-‐STI-‐International static web site 16 homepage/interact/emaillists static web site 17 homepage/interact/web-‐20 static web site 18 homepage/interact/web-‐30 static web site 19 homepage/event static web site 20 homepage/event/current&upcoming-‐event static web site 21 homepage/event/past-‐event static web site 22 homepage/event/board-‐meetings static web site 23 homepage/event/conference-‐series static web site 24 homepage/event/general-‐assembly static web site 25 homepage/event/summer-‐school static web site 26 homepage/event/summit static web site 27 http://community.sti2.at static web site 28 http://community.sti2.at/ about static web site 29 http://community.sti2.at/search static web site 30 http://community.sti2.at/RDFdump static web site 31 http://community.sti2.at/SPARQLquery static web site 32 http://community.sti2.at/addfacts static web site 33 http://community.sti2.at/modifyfacts static web site 34 http://community.sti2.at/addvocabulary static web site 35 flyingbox: Members&Partner web site particle with dynamic contents

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36 flyingbox: Initiatives web site particle with dynamic contents 37 http://www.eswc-‐conferences.org/ = eswc static web site 38 eswc/content/rules static web site 39 eswc/content/steering-‐committee static web site 40 eswc /content/event static web site 41 eswc/content/local-‐host-‐application static web site 42 flyingbox: Next ESWC web site particle with dynamic contents 43 Wikipedia on-‐line encyclopedia 44 http://summerschool2012.eswc-‐

conferences.org/ = ssc2012 static web site

45 ssc2012/welcome-‐2nd-‐eswc-‐summer-‐school-‐2012

static web site

46 ssc2012/about static web site 47 ssc2012/about/program static web site 48 ssc2012/about/organization static web site 49 ssc2012/about/sponsors-‐and-‐supporters static web site 50 ssc2012/tutors static web site 51 ssc2012/keynotes static web site 52 ssc2012/ venue-‐travel-‐and-‐accommodation static web site 53 ssc2012/attending/apply static web site 54 ssc2012/attending/registration-‐fees static web site 55 flyingbox:Supportedby web site particle with dynamic contents Buttons for website 56 +1 Like button of Google+ 57 Add to favorites In your browser 58 Email With a web-‐based email service 59 facebook https://www.facebook.com/pages/Semantic-‐

Technology-‐Institute-‐International/240178659358492 60 facebook-‐like Like button of Facebook 61 LinkedIn http://www.linkedin.com/company/sti-‐international_2 62 Share In various web 2.0 sites 63 slideshare http://www.slideshare.net/ account STI_International 64 twitter http://twitter.com/#!/sti2 65 Wikipedia Wikipedia entry for STI International 66 Xing https://www.xing.com/companies/STIINTERNATIONAL 67 youtube http://www.youtube.com/user/semantictechnology

3.2 Broadcasting dynamic information

Table 4. Dynamic Broadcasting Channels of STI International No Name What 1 homepage/news static web site with dynamic contents 2 homepage/archive static web site with dynamic contents

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3 News web site particle with dynamic contents 4 RSS Notification service 5 http://www.twitter.com/sti2

Internet-‐based SMS service 6 [email protected] Email list 7 [email protected] Email list 8 public-‐[email protected] Email list 9 semantic-‐[email protected] Email list 10 is-‐[email protected] Email list 11 [email protected] Email list 12 [email protected] Email list 13 [email protected] Email list 14 [email protected] Email list Buttons for news box 15 RSS Buttons for news 16 +1 Like button of Google+ 17 Add to favorites In your browser 18 Email With a web-‐based email service 19 Like Like button of Facebook 20 Share In various web 2.0 sites

• STI International news: http://www.sti2.org/news/archive • News feed (RSS): http://www.sti2.org/newsfeed/sti2 • STI International on Twitter: http://www.twitter.com/sti2

A Blog was discussed for STI International, however, the effort to keep it of high quality

and up-to-date was judged as being too high.

3.3 Sharing

We decided to exclude Flickr from the list of used channels. An account for STI International has been created for

• Slideshare: http://www.slideshare.net/STI_International • YouTube: http://www.youtube.com/user/semantictechnology • Google+: http://plus.google.com/113671443303514151965 • Facebook: http://www.facebook.com/pages/Semantic-Technology-Institute-

International/240178659358492

3.4 Group communication

A page “Semantic Technology Institute International” has been set up at

• Google+: http://plus.google.com/113671443303514151965

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• Facebook: http://www.facebook.com/pages/Semantic-Technology-Institute-International/240178659358492

• LinkedIn: http://www.linkedin.com/company/sti-international_2 • XING: https://www.xing.com/companies/stiinternational/

Table 5. Group Communication Channels of STI International No Name Description

facebook

1 Info General info on STI International

2 Photos users can upload albums of photos, tag friends and comment on photos.

3 Wall/ Status

users and STI International can post messages for all their friends to read.

4 ESWC 2012 Summer School Group Description

General info on ESWC 2012 Summer School

5 ESWC 2012 Summer School Group Photos

Users can upload albums of photos, tag friends and comment on photos

6 ESWC 2012 Summer School Group Wall/Status

users and STI International can post messages for the members of the group to read

LinkedIn

7 Profile General info on STI International

XING

8 Profile General info on STI International

3.5 Semantic-based Dissemination

An important approach to broaden the scope of a dissemination activity is to add machine-processable semantics to the information. With this approach, search and aggregation engines can provide much better service in finding and retrieving this information. Semantic annotations injected in websites are used by search engines such as Google to provide a structured presentation of the contents of websites. The STI International Website is enriched with following two formats of adding machine-processable semantics to data:

1. RDFa13 adds a set of attribute-level extensions to XHTML enabling the embedding of RDF triples;

13 http://www.w3.org/TR/xhtml-rdfa-primer/

19

2. Microdata 14 use HTML5 elements to include semantic descriptions into web documents aiming to replace RDFa and Microformats.

Additionally to including semantic annotations in XHTML documents, STI International provides two means for direct machine consumption of the published information.

• RDF file that serializes the machine readable data: http://community.sti2.at/exporter/rdfdump

• SPARQL endpoint15 allowing to querying RDF information: http://community.sti2.at/exporter/

We use the content management system Drupal 7 to include RDFa and Microdata in the web documents. The data will also be exported from Drupal into OWLIM16 to support direct RDF17 and SPARQL (see Figure 1). Either the editors, or alternatively, the dissemination manger enrich the content for on-line presentation by adding links and tags to the presented information. For this purpose, we use the OpenCalais Web Service. The OpenCalais Web Service18 creates metadata for the content you submit. Using natural language processing (NLP), machine learning and other methods, Calais analyzes your document and finds the entities within it. Additionally, Calais returns the facts and events hidden within your text. The metadata gives you the ability to build maps linking documents to people, companies, places, products, events, geographies, etc. You can use those maps to improve site navigation, provide contextual syndication, tag and organize your content, create structured folksonomies, filter and de-duplicate news feeds, or analyze content to see if it contains information you care about.

14 http://en.wikipedia.org/wiki/Microdata 15 http://en.wikipedia.org/wiki/SPARQL 16 “OWLIM is a family of semantic repositories, or RDF database management systems, with the following characteristics: native RDF engines, implemented in Java and compliant with Sesame, robust support for the semantics of RDFS, OWL Horst and OWL 2 RL, best scalability, loading and query evaluation performance” http://www.ontotext.com/owlim 17 The RDF file hast to be generated by OWLIM to include inferred triples. 18 http://www.opencalais.com/

20

Figure 1. Technical Means to publish Semantic Data

In addition to predefined formats and technical means, we need to reuse predefined LOD vocabularies to describe our data to enable semantic-based retrieval of information. 19

Currently, we use Dublin Core, FOAF, GoodRelations, and schema.org.

• Dublin Core “…set of metadata elements provides a small and fundamental group of text elements through which most resources can be described and catalogued.”20

• “The Friend of a Friend (FOAF) project is creating a Web of machine-readable pages describing people, the links between them and the things they create and do”21

• GoodRelations is a vocabulary for publishing details of products and services optimized towards search engines, mobile applications, and browser extensions.22

• Schema.org “… provides a collection of schemas, i.e., html tags that webmasters can use to markup their pages in ways recognized by major search providers.”23

First, we introduce the concepts we define.

Table 6. Semantic-based Dissemination of STI International No Information Item 1 oc:Organization rdfs:subClassOf(schema:Organization,schema:Thing)

rdfs:subClassOf(schema:Organization,foaf:Agent) rdfs:subClassOf(oc:Organization,schema:Organization)

2 oc:Committee rdfs:subClassOf(oc:Committee,oc:Organization) 3 oc:Board rdfs:subClassOf(oc:Board,oc:Committee) 4 sti2:ExecutiveBoard rdfs:subClassOf(sti2:ExecutiveBoard,oc:Committee) 5 sti2:Fellows rdfs:subClassOf(sti2:Fellows,sti2:Committee)

19 More than a hundred of them are listed at http://labs.mondeca.com/dataset/lov/index.html. 20 http://en.wikipedia.org/wiki/Dublin_Core 21 http://www.foaf-project.org/ 22 http://www.heppnetz.de/projects/goodrelations/ 23 http://www.schema.org/ and http://schema.rdfs.org/

21

6 sti2:SteeringCommittee rdfs:subClassOf(sti2:SteeringCommittee,oc:Committee) 7 sti2:WorkingGroup rdfs:subClassOf(sti2:WorkingGroup,oc:Organization) 8 oc:Document rdfs:subClassOf(oc:Document,foaf:Document)

rdfs:subClassOf(foaf:Document,schema:Thing) 9 oc:Video rdfs:subClassOf(oc:Video,schema:Thing) 10 oc:ApplicationProcess rdfs:subClassOf(oc:ApplicationProcess,schema:Thing) 11 sti2:MemberApplication rdfs:subClassOf(sti2:MemberApplication,oc:Application) 12 sti2:LocalHostApplication rdfs:subClassOf(sti2:LocalHostApplication,oc:Application) 13 oc:EventSeries rdf:list(oc:Eventeries,schema:Event)

rdfs:subClassOf(schema:Event,schema:Thing) 14 oc:ConferenceSeries rdfs:subClassOf(oc:ConferenceSeries,oc:EventSeries) 15 eswc:ESWCConferenceSeries rdfs:subClassOf(eswc:ESWCConferenceSeries,sti2:ConferenceSeries) 16 sti2:BoardMeeting rdfs:subClassOf(sti2:BoardMeeting,oc:Event) 17 sti2:GeneralAssembly rdfs:subClassOf(sti2:GeneralAssemblies,oc:Event) 18 sti2:Summit rdfs:subClassOf(sti2:Summits,oc:Event) 19 sti2:SummerSchoolSeries rdfs:subClassOf(sti2:SummerSchoolSeries,oc:EventSeries) 20 eswc:ESWCSummerSchoolSeries rdfs:subClassOf(eswc:ESWCSummerSchoolSeries,sti2:SummerSchoolSeries) 21 sti2:Community rdfs:subClassOf(foaf:Organization, schema:Agent)

rdfs:subClassOf(sti2:Community, schema:Organization)

Then we define the properties.

Table 7. oc:Organization No oc:Organization Range 1.1 schema:description 1.2 schema:image 1.3 schema:name 1.4 schema:url 1.5 schema:address 1.6 schema:contactPoints 1.7 schema:email 1.8 schema:employees 1.9 schema:event 1.10 schema:faxNumber 1.11 schema:founders 1.12 schema:foundingDate 1.13 schema:location 1.14 schema:members 1.15 oc:hasPartner oc:Organization 1.16 schema:telephone 1.17 foaf:skypeID 1.18 oc:hasTwitterAccount twitter ID 1.19 oc:hasLinkedInAccount LinkedIn ID 1.20 oc:hasXingAccount XING ID 1.21 oc:hasFacebookAccount facebook profile

22

1.22 oc:hasMailingList list of mailinglists 1.23 oc:hasMissionStatement Text

Table 8. oc:Committee No sti2:Committee Range

2.1 schema:description 2.2 schema:name 2.3 schema:url 2.4 schema:members 2.5 oc:hasChair schema:Person

Table 9. oc:Board No sti2:Board Range


Table 10. sti2:ExcecutiveBoard No sti2:ExecutiveBoard Range 4.1 schema:description 4.2 schema:name 4.3 schema:url 4.4 schema:members 4.5 oc:hasChair schema:Person

Table 11. sti2:Fellows No sti2:Fellows Range 5.1 schema:description 5.2 schema:name 5.3 schema:url 5.4 schema:members 5.5 oc:hasChair schema:Person

Table 12. sti2:SteeringCommittee No sti2:SteeringCommittee Range


Table 13. sti2:WorkingGroup No sti2:WorkingGroup Range

23

Table 14. oc:Document No sti2:Document Range

8.1 schema:description 8.2 schema:name

8.3 schema:url 8.4 foaf:topic

8.5 dc:creator

8.6 dc:date 8.7 dc:publisher

8.8 dc:subject 8.9 dc:title

Table 15. sti2:Video No sti2:Video Range

Table 16. sti2:Application No sti2:Application Range

Table 17. sti2:MemberApplication No sti2:MemberApplication Range 11.1 schema:description

11.2 schema:url 11.3 sti2:hasApplicationForm schema:organizaion and

foaf:agent

Table 18. sti2:LocalHostApplication No sti2:LocalHostApplication Range

12.1 schema:description

12.2 schema:url 12.3 sti2:hasApplicationForm schema:organizaion and

foaf:agent

Table 19. sti2:EventSeries No sti2:EventSeries Range

Table 20. sti2:ConferenceSeries No sti2:ConferenceSeries Range 14.1 schema:description 14.2 schema:image 14.3 schema:name 14.4 schema:url 14.5 sti2:mission Text

14.6 sti2:GovrmentSpecification Text 14.7 sti2:hasSteeringCommittee sti2:SteeringCommittee

14.8 sti2:hostingApplication sti2:LocalHostApplication

24

Table 21. eswc:ESWCConferenceSeries No eswc:ESWCConferenceSeries Range

Table 22. sti2:BoardMeeting No sti2:BoardMeetings Range 16.1 schema:description 16.2 schema:image 16.3 schema:name 16.4 schema:url

Table 23. sti2:GeneralAssembly No sti2:GeneralAssemblies Range 17.1 schema:description 17.2 schema:image 17.3 schema:name 17.4 schema:url

Table 24. sti2:Summit No sti2:Summits Range

18.1 schema:description 18.2 schema:image 18.3 schema:name 18.4 schema:url

Table 25. sti2:SummerSchoolSeries No sti2:SummerSchoolSeries Range 19.1 schema:description 19.2 schema:image 19.3 schema:name 19.4 schema:url

Table 26. eswc:ESWCSummerSchoolSeries No eswc:ESWCSummerSchoolSeries Range

Table 27. sti2:Community No sti2:Community Range

21.1 dc-‐term:description 21.2 foaf:logo 21.3 foaf:name 21.4 Foaf:homepage

25

4 Weaver The central element of our approach is the separation of content and communication channels. This allows reuse of the same content for various dissemination means. Through this reuse, we want to achieve scalability of multi-channel communication. The explicit modeling of content independent from specific channels also adds a second element of reuse: Similar agents (i.e., organizations active in the same domain) can reuse significant parts of such an information model. Separating content from channels also requires the explicit alignment of both. This is achieved through a weaver. Formally, a weaver is a set of tuples of nine elements:

1. An information item: As discussed in Section 2, it defines an information category that should be disseminated through various channels.

2. An editor: The editor defines the agent that is responsible for providing the content of an information item.

3. An editor interaction protocol: This defines the interaction protocol governing how an editor collects the content.

Elements 1 to 3 are about the content. They define the actual categories, the agent responsible for them, and the process of interacting with this agent. Elements 4 to 9 are about the dissemination of these items.

4. An information type: We make a distinction between three types of content: an instance of a concept, a set of instances of a concept (i.e., an extensional definition of the concept), and a concept description (i.e., an intensional definition of a concept).

5. A processing rule: These rules govern how the content is processed to fit a channel. Often only a subset of the overall information item fits a certain channel.

6. A channel: The media that is used to disseminate the information. 7. Scheduling information: Information on how often and in which

intervals the dissemination will be performed which includes temporal constrains over multi-channel disseminations.

8. An executor: It determines which agent or process is performing the update of a channel. Such an agent can be a human or a software solution.

9. An executor interaction protocol: It governs the interaction protocol defining how an executer receives its content.

A weaver is basically a large collection of tables specifying what is disseminated by whom to where. Interaction protocols, rules, and constraints further guide this process. Such a manual is of extreme importance to manage the on-line communication process. Obviously, it determines the need to implement and mechanize essential aspects of it, improving its scalability. However, a major step is to structure the process towards a mechanizable routine. Editors are assigned to information items, responsible for producing or collecting their information instances. In general, an editor can also be the executor, directly publishing the information. However, expertise in a certain information domain may not necessarily correspond to technical expertise and even if it does, it may not be a very efficient way of distributing labor. Only if a fully automated and easy to use software solution is provided can

26

this model make sense. Otherwise, a person with more technical skills often helps in disseminating the information. Again, an interaction protocol has to be defined for interacting with this person. Recursively, some of his tasks may be manual (importing contents into a content management system such as Drupal) and some can be fully mechanized (like producing a feed and a tweet automatically for certain information items introduced into Drupal). We identified five different roles involved in this process (see Figure 2):

• The communication manager that actively reads and writes information in the multi-channel space and manages the overall communication process.

• The quality manager that routinely checks the outcome of the process and the impact that is achieved through it.

• The editors that provide information that should be disseminated or that infer actives from information provided by others.

• The web manager (executor) is an expert in web technology who is able to publish information with current web technology including content management systems such as Drupal, email lists and Web 2.0 services such as Twitter, Blogs, RSS, and has the means to share information, cooperate, or organize communities through SNS sites.

• The repository manager (executor) is an expert in semantic web technology in terms of syntax, implementations via repositories, and various vocabularies used to publish this information. In a nutshell, the web manager manages the web of documents and the repository manager manages the web of data.

Communication Manager

Web Manager Repository Manager

Editors

Con

tent

Lay

erTe

chno

logy

Lay

er

Drupal Repository

Information Provider

Default Channelto provide Information

Quality Concerns

Extraordinary Channelto provide InformationQuality Manager

Figure 2. Roles

27

In the following we describe the concrete weavers for STI International.

4.1 Static Broadcasting

We present our box in a box design of the Website:

The yellow boxes provide a click to the page of the top concept plus a menu of sub-concepts to this concept. The home button redirects to the start side http://www.sti2.org/). The uncolored boxes provide a snap-shot textual description of the top concept plus a link to the page of the top concept. As the top page and the sub pages are directly structured in one-to-one correspondence with the information model, the alignment with the various places and subpages of the web site is trivial.

The red boxes are on all pages and provide dynamically changing content: partner and member logos, news, and initiatives of STI International. News as well as the like, Facebook, Twitter, and YouTube buttons are aspects that will be discussed in the next sub-section. Partners and members are taken from the list of all partners and members and are dynamically rotated. The items in gray are menu items that lead to the page that describes the sub-concepts.

Home

InteractLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

Partner & MembersLorem ipsum dolor sit amet

InitiativeLorem ipsum dolor sit amet

Home Organization Interact Event Community

buttons

OrganisationLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

CommunityLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

EventLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

NewsLorem ipsum dolor sit amet

Figure 3. Home Site of STI International

29

The sub-pages appear as follows.

Organization

buttons

General description of the organization...

MissionPartnersMembersBoardExecutive BoardFellowsTeamWorking GroupsDocuments





Figure 4. Organization Site of STI International

Interact

buttons

General description of how to join and contact...

ContactLocationJoinEmail ListsWeb 2.0Web 3.0





Figure 5. Interact Site of STI International

30

Event

buttons

General description of events...Current & Upcoming EventsPast EventsConferencesBoard MeetingsGeneral AssembliesSummitsSummer Schools





Figure 6. Event Site of STI International ESWC conference series

buttons

MissionLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

Home Rules Committee Event Local HostApplication

Next ESWC

Link to STI International

Figure 7. ESWC Conference series Site of STI International

31

ESWC Summer School 2012

buttons

Home About Tutors Keynotes Attending

Important Dates

Sponsors

Link to STI International

WelcomeLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

Figure 8. ESWC Summer School 2012 Site of STI International

Community

buttons

General description of STI Community

AboutSearchRDF DumpSPARQL QueryAdd FactsModify FactsAdd Vocabulary





Figure 9. Community site of STI International

32

The content-channel weaver is provided by sending an email with the content to the web master. We also define the first scheduling issue: Table 28. Content Channel Weaver of STI International No Item Editro Edito

r Interaction

Protocol

Type

Rule

Channel Scheduel Constrain

Executor

Executor

Interaction

Protocol

1 oc:Organization

Secretary

i homepage/organisation

WM

2 oc:hasMissionStatement(oc:Organization)

President

i homepage/organisation

WM

3 sti2:hasPartnerOrganization(oc:Organization)

Assistant

IS homepage/organisation/partners

WM


Assistant

I flyingbox: Members&Partner

20 sec periodic update

Drupal

5 oc:hasMember (oc:Organization)

Assistant

IS homepage/organisation/members

WM

6 oc:hasMember (oc:Organization)

Assistant

i flyingbox: Members&Partner

20 sec periodic update

Drupal

7 oc:Board Assistant

i homepage/organisation/board

WM

8 sti2:ExecutiveBoard

Assistant

i homepage/organisation/executive-‐board

WM

9 sti2:Fellows

Assistant

i homepage/organisation/fellows

WM

10 Assistant

homepage/organisation/ sti-‐phd-‐awards

WM

33

11 sti2:hasTeamMember

Assistant

IS homepage/organisation/team

WM

12 sti2:WorkingGroup

Assistant

IS homepage/organisation/working-‐groups

WM

13 oc:Document

Assistant

IS homepage/organisation/documents

WM

14 Interact Assistant

CD homepage/interact

WM

15 oc:hasContactPoint(oc:Organization)

Assistant

i homepage/interact/contact

WM

16 oc:hasLocation(oc:Organization)

Assistant

i homepage/interact/visiting-‐STI

WM

17 oc:ApplicationProcess

Assistant

CD homepage/interact/join-‐STI-‐International

WM

18 oc:hasMailingList(oc:Organization)

Assistant

IS homepage/interact/emaillists

WM

19 oc:Event Secretary

CD homepage/event

WM

20 oc:ConferenceSeries

President

CD homepage/event/conference-‐series

WM


President

i homepage/event/current&upcoming-‐event

datum > current datum

Drupal


President

i homepage/event/past-‐event

datum < current datum

Drupal

23 sti2:ESWC President

CD http://www.eswc-‐conferences.org/

WM




Drupal




Drupal

26 sti2:BoardMeeting

President

CD homepage/event/board-‐meetings

WM


President

i homepage/event/current&up


Drupal

34

coming-‐event


President



Drupal

29 sti2:hasPresentation(sti2:BoardMeeting)

Assistant

IS Link to slideshare

WM

30 sti2:GeneralAssembly

President

CD homepage/event/general-‐assembly

WM


President



Drupal


President



Drupal

33 sti2:hasPresentation(sti2:GeneralAssembly)

Assistant


WM

34 sti2:Summit

President

CD homepage/event/summit

WM

35 sti2:Summit

President



Drupal

36 sti2:Summit

President



Drupal

37 sti2:hasPresentation(sti2:Summit)

Assistant


WM

38 sti2:SummerSchool

Vice President

CD homepage/event/summer-‐school

WM

39 sti2:ESWCSummerSchool2012

Vice President

CD http://summerschool2012.eswc-‐conferences.org/

WM


Vice President

CD homepage/welcome-‐2nd-‐eswc-‐summer-‐school-‐2012

WM

41 oc:hasDescription(sti2:ESWCSummerSchool2012)

Vice President

IS ssc2012/about WM

35

42 sti2:hasProgramm(sti2:ESWCSummerSchool2012)

Vice President

IS ssc2012/about/program

WM

43 oc:organizesEvent(sti2:ESWCSummerSchool2012)

Vice President

CD ssc2012/about/organisation

WM

44 sti2:sponsors,sti2:supports(sti2:ESWCSummerSchool2012)

Vice President

ssc2012/about/sponsors-‐and-‐supporters

WM

45 sti2:hasTutor(sti2:ESWCSummerSchool2012)

Vice President

ssc2012/tutors WM

46 sti2:hasKeynoteSpeaker(sti2:ESWCSummerSchool2012)

Vice President

ssc2012/keynotes

WM

47 oc:hasLocation(sti2:ESWCSummerSchool2012)

Vice President

ssc2012/ venue-‐travel-‐and-‐accommodation

WM

48 –oc:hasApplicationProcess(sti2:ESWCSummerSchool2012)

Vice President

ssc2012/attending/apply

WM

49 sti2:hasRegistrationFees(sti2:ESWCSummerSchool2012)

Vice President

ssc2012/attending/registration-‐fees

WM

50 sti2:sponsors,sti2:supports(sti2:ESWCSu

Vice President

flyingbox:Supportedby

Drupal

36

mmerSchool2012)


Vice President



Drupal


Vice President



Drupal



WM

54 oc:hasMissionStatement(sti2:ESWC)

President


WM

55 sti2:hasRulesSpecification(sti2:ESWC)

President

CD eswc/content/rules

WM

56 sti2:hasSteeringCommittee(sti2:ESWC)

President

CD eswc/content/steering-‐committee

WM

57 oc:hasRelatedEvent(sti2:ESWC)

President

IS eswc /content/event

WM

58 oc:hasRelatedEvent(sti2:ESWC)

President

i flyingbox: Next ESWC

Drupal

59 sti2:hasHostingApplication(sti2:ESWC)

President

CD eswc/content/local-‐host-‐application

WM

60 sti2:Community

Secretary

i http://community.sti2.at

WM

61 C – Search Secretary

http://community.sti2.at/search

WM

62 C – RDF Dump

Secretary

http://community.sti2.at/RDFdump

WM

63 C – AddFacts

Secretary

http://community.sti2.at/addfacts

WM

37

64 C – Modify Facts

Secretary

http://community.sti2.at/modifyfacts

WM

65 C-‐ Add Vocabulary

Secretary

http://community.sti2.at/addvocabulary

WM

4.2 Dynamic Broadcasting

Each web site defined in the previous section contains a news box that shows the latest news.

Home

InteractLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat




buttons

OrganisationLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

CommunityLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat

EventLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat


Figure 10. News Box of STI International

In addition, there is a web site homepage/news providing materialized archive of all news and homepage/archive that provides a query interface for news.

38

News

buttons

News·∙ News 1·∙ News 2·∙ News 3·∙ News 4·∙ News 5·∙ ...





Figure 11. News Site of STI International

Archive

buttons

News Archive

1. URI2. Type3. Category4. Date5. Tags





Figure 12. News Archive of STI International Each news item can be shared, emailed, add to favorites, and liked. News types are:

• new partner • new member • conference

39

• ESWC • board meeting • general assembly • summit • summer school The account http://twitter.com/sti2 has been generated at Twitter.

Figure 13. Twitter Page of STI International We also define the first scheduling issue: First news is published as news and then this news is tweeted referring to the URI of the news. Finally they are integrated into the Facebook site.

Table 29. News Weaver of STI International No Item Edit

or Editor Interaction

Protocol

Type Rule

Channel Schedule Constrain

Executor

Executor

Interaction

Protocol


Assistant

I homepage/news 1x Assistant

2 sti2:hasPartnerOrganization(oc:Or

Assistant

I homepage/archive

1x Assistant

40

ganization)


Assistant

I News 1x Drupal


Assistant

I RSS 1x drupal


Assistant

I http://twitter.com/#!/sti2

1x, after RSS

drupal


Assistant

I [email protected] 1x Assistant


Assistant

I [email protected]

1x Assistant


Assistant

i Member [email protected]

1x Assistant

9 sti2:hasMemberOrganization(oc:Organization)

Assistant

i homepage/news 1x Assistant

41


Assistant

i homepage/archive

1x Assistant


Assistant

i News 1x Drupal


Assistant

i RSS 1x drupal


Assistant

i http://twitter.com/#!/sti2

1x, after RSS

drupal


Assistant

i [email protected] 1x Assistant


Assistant

i [email protected]

1x Assistant

16 sti2:hasMemberOrganizatio

Assistant

i [email protected]

1x Assistant

42

n(oc:Organization)


President



President

i homepage/archive

1x Assistant


President

i News drupal


President

i RSS 1x drupal


President


1x, after RSS

drupal


President

i [email protected]

Assistant


President

i [email protected]

Assistant


President

i public-‐[email protected]

Assistant


President

i semantic-‐[email protected]

Assistant


President

i is-‐[email protected]

Assistant


President

i [email protected]

Assistant


President

i [email protected]

Assistant

29 sti2:ESWC

President


30 sti2:ESWC

President

i homepage/archive

1x Assistant

43

31 sti2:ESWC

President

i News drupal

32 sti2:ESWC

President

i RSS 1x drupal

33 sti2:ESWC

President


1x, after RSS

drupal

34 sti2:ESWC

President

i [email protected]

Assistant

35 sti2:ESWC

President

i [email protected]

Assistant

36 sti2:ESWC

President


Assistant

37 sti2:ESWC

President


Assistant

38 sti2:ESWC

President


Assistant

39 sti2:ESWC

President

i [email protected]

Assistant

40 sti2:ESWC

President

i [email protected]

Assistant


President



President

i homepage/archive

1x Assistant


President

i News drupal


President

i RSS 1x drupal


President


1x, after RSS

drupal


President

i [email protected]

Assistant


President

i [email protected]

Assistant

44


President


Assistant


President


Assistant


President


Assistant


President

i [email protected]

Assistant


President

i [email protected] Assistant


President

i [email protected]

Assistant


President



President

i homepage/archive

1x Assistant


President

i News drupal


President

i RSS 1x drupal


President


1x, after RSS

drupal


President

i [email protected]

Assistant


President

i [email protected]

Assistant


President


Assistant

62 sti2:General

Preside


Assistan

45

Assembly

nt t


President


Assistant


President

i [email protected]

Assistant


President



President

i [email protected]

Assistant


President

i [email protected]

Assistant

68 sti2:Summit

President


69 sti2:Summit

President

i homepage/archive

1x Assistant

70 sti2:Summit

President

i News drupal

71 sti2:Summit

President

i RSS 1x drupal

72 sti2:Summit

President


1x, after RSS

drupal

73 sti2:Summit

President

i [email protected]

Assistant

81

sti2:Summit

President

i [email protected]

Assistant

82 sti2:Summit

President


Assistant

83 sti2:Summit

President


Assistant

84 sti2:Summit

President


Assistant

85 sti2:Summit

President

i [email protected]

Assistant

86 sti2:Summit

President


46

87 sti2:Summit

President

i [email protected]

Assistant

88 sti2:Summit

President

i [email protected]

Assistant


President



President

i homepage/archive

1x Assistant


President

i News drupal


President

i RSS 1x drupal


President


1x, after RSS

drupal


President

i [email protected]

Assistant


President

i [email protected]

Assistant


President


Assistant


President


Assistant


President


Assistant


President

i [email protected]

Assistant


President



President

i [email protected]

Assistant

47


President

i [email protected]

Assistant


President



President

i homepage/archive

1x Assistant


President

i News drupal


President

i RSS 1x drupal


President


1x, after RSS

drupal


President

i [email protected]

Assistant


President

i [email protected]

Assistant


President


Assistant


President


Assistant

48


President


Assistant


President

i [email protected]

Assistant


President



President

i [email protected]

Assistant


President

i [email protected]

Assistant

4.3 Sharing

Figure 14. Slideshare Page of STI International

49

Figure 15. Youtube Page of STI International

When you are adding slides to Slideshare you must ensure you add a description and tags

for such a presentation. When adding a video to youtube ensure that you also provide a description, an URI for further information, a category and tags for it.

Table 30. Sharing Weaver of STI International No

Item Editor

Editor Interaction

Protocol

Type

Rule

Channel Schedule Constrain

Executor

Executor

Interaction

Protocol

Slides 1 sti2:hasP

resentation(oc:Organization)

Assistant

Asisstant contacts presenters

IS Slideshare: STI_International

Assistant

n.a.

2 sti2:hasPresentation(sti2:BoardMeeting)

Assistant



Assistant

n.a.

3 sti2:hasPresentation(sti2:GeneralAssembly)

Assistant



Assistant

n.a.

50

4 sti2:hasPresentation(sti2:Summit)

Assistant



Assistant

n.a.

Videos 5 oc:Video IS Youtube:

Semantic Technology

51

4.4 Group communication

Figure 16. Facebook Page of STI International

Figure 17. Facebook Group of ESWC 2012 Summer School

52

Figure 18. LinkedIn Page of STI International

Figure 19. XING Page of STI International

Facebook should receive the tweets from Twitter (can be fully automated). Weaver for Social Network Sites Facebook, LinkedIn and Xing:

53

Table 31. Social Network Sites Weaver of STI International No

Item Editor

Editor Interaction

Protocol

Type

Rule

Channel Schedule

Constrain

Executor

Executor

Interaction

Protocol

Facebook 1 sti2:hasFou

ndingDate(oc:Organization)

Secretary

Author I Info/Founded WM


Assistant

Author I Info/Location WM

3 oc:hasDescription(oc:Organization)

Secretary

Author CD Info/Description

WM


Secretary

Author CD Info/General Information

WM


President

Author CD Info/Mission WM


i Wall/Status drupal

7 oc:hasPartnerOrganization(oc:Organization)


8 oc:hasEmail(oc:Organization)

President

Author I Info/Email WM

9 oc:hasPhoneNumber(oc:Organization)

President

Author I Info/Phone WM

10 oc:hasWebsite(oc:Organization)

President

Author i Info/Website WM



12 sti2:ESWC i Wall/Status drupal





15 sti2:Summit i Wall/Status drupal 16 sti2:Summe

rSchool i Wall/Status drupal



18 oc:Image i Photos Assista

54

nt 19 oc:hasDescri

ption(sti2:ESWCSummerSchool2012)

Vice President

Author CS ESWC 2012 Summer School Group Description

WM

20 oc:hasImage(sti2:ESWCSummerSchool2012)

Vice President

I ESWC 2012 Summer School Group Photos

WM

LinkedIn 21 oc:hasMissi

onStatement(oc:Organization)

President

Author CD Overview/Company Description

WM n.a.

22 oc:hasAddress(oc:Organization)

President

Author i Overview/Company Location

WM n.a.

23 oc:hasTwitterAccount(oc:Organization)

President

Author i Overview/Twitter ID

WM n.a.


President

Author i Overview/Company Website URL

WM n.a.


President

Author i Overview/Company Location

WM n.a.

Xing 26 oc:hasDescri

ption(oc:Organization)

Secretary

Author CD About us/Company description

WM n.a.


President

Author i About us/Street address and no.

WM n.a.


President

Author i About us/ ZIP code

WM n.a.


President

Author i About us/City WM n.a.


President

Author i About us/Country

WM n.a.


President

Author i About us/Company Homepage

WM n.a.

32 oc:hasPhoneNumber(oc:Organization)

President

Author i About us/Phone WM n.a.


President

Author CD About us/About this company

WM n.a.

55

4.5 Semantic-based Dissemination

Table 32. Semantic-based Dissemination of STI International No Item Edit

or Editor Interacti

on Protocol

Type

Rule

Channel Schedule Constrai

n

Executor

Executor Interaction Protocol

1 oc:Organization URI

oc:Organization


schema:description(oc:Organization)

3 oc:hasImage(oc:Organization)

schema:image(oc:Organization)

4 oc:hasName(oc:Organization)

schema:name(oc:Organization)

5 Organization URI

schema:url(oc:Organization)

6 sti2:hasFounder(oc:Organization)

schema:founders(oc:Organization)

7 sti2:hasFoundingDate(oc:Organization)

schema:foundingDate(oc:Organization)


oc:hasMissionStatement(oc:Organization)

9 sti2:hasPartnerOrganizaiton(oc:Organization)

sti2:hasPartnerOrganization(oc:Organization)


schema:members(oc:Organization)

11 oc:Board URI

sti2:Board

12 oc:hasDescription(oc:Board)

schema:description(sti2:Board)

13 oc:hasName(oc:Board)

schema:name(sti2:Board)

14 oc:Board URI

schema:url(sti2:Board)

15 oc:hasMember(oc:Board)

schema:members(sti2:Board)

16 sti2:hasChair(oc:Board)

sti2:chair(sti2:Board)


URI

sti2:ExecutiveBoard

18 oc:hasDescription(sti2:ExecutiveBoard)

schema:description(sti2:ExecutiveBoard)

56

19 oc:hasName(sti2:ExecutiveBoard)

schema:name(sti2:ExecutiveBoard)


URI

schema:url(sti2:ExecutiveBoard)

21 oc:hasMember(sti2:ExecutiveBoard)

schema:members(sti2:ExecutiveBoard)

22 oc:hasChair(sti2:ExecutiveBoard)

oc:hasChair(sti2:ExecutiveBoard)

23 sti2:Fellow URI

sti2:Fellows

24 oc:hasDescription(sti2:Fellow)

schema:description(sti2:Fellows)

25 oc:hasName(sti2:Fellow)

schema:name(sti2:Fellows)

26 sti2:Fellow URI

schema:url(sti2:Fellows)

27 oc:hasMember(sti2:Fellow)

schema:members(sti2:Fellows)

28 oc:hasChair(sti2:Fellow)

oc:hasChair(sti2:Fellows)

29 sti2:hasTeamMember(oc:Organization)

schema:employees(oc:Organization)

30 sti2:WorkingGroup URI

sti2:WorkingGroup

31 oc:hasDescription(sti2:WorkingGroup)

sti2:WorkingGroup(schema:description)

32 oc:hasImage(sti2:WorkingGroup)

sti2:WorkingGroup(schema:image)

33 oc:hasName(sti2:WorkingGroup)

sti2:WorkingGroup(schema:name)

34 sti2:WorkingGroup URI

sti2:WorkingGroup(schema:url)

35 oc:hasContactPoint(sti2:WorkingGroup)

sti2:WorkingGroup(schema:contactPoints)

36 oc:hasEmail(sti2:WorkingGroup)

sti2:WorkingGroup(schema:email)

37 oc:hasRelatedEvent(sti2:WorkingGroup)

sti2:WorkingGroup(schema:event)

38 sti2:hasFoundingDate(sti2:WorkingGroup)

sti2:WorkingGroup(schema:foundingDate)

39 oc:hasMember(sti2 sti2:Working

57

:WorkingGroup) Group(schema:members)

40 oc:hasPhoneNumber(sti2:WorkingGroup)

sti2:WorkingGroup(schema:telephone)

41 oc:hasSkypeAccount(sti2:WorkingGroup)

sti2:WorkingGroup(foaf:skypeID)

42 oc:hasTwitterAccount(sti2:WorkingGroup)

sti2:WorkingGroup(oc:hasTwitterAccount)

43 oc:hasMailingList(sti2:WorkingGroup)

sti2:WorkingGroup(oc:hasMailingList)

44 oc:hasMissionStatement(sti2:WorkingGroup)

sti2:WorkingGroup(oc:hasMissionStatement)

45 oc:Document URI

oc:Document

46 oc:hasDescription(oc:Document)

schema:description(oc:Document)

47 oc:hasName(oc:Document)

schema:name(oc:Document)

48 oc:Document URI

schema:url(oc:Document)

49 oc:hasTopic(oc:Document)

foaf:topic(oc:Document)

50 oc:hasCreator(oc:Document)

dc:creator(oc:Document)

51 oc:hasDate (oc:Document)

dc:date(oc:Document)

52 oc:hasPublisher(oc:Document)

dc:publisher(oc:Document)

53 oc:hasSubject(oc:Document)

dc:subject(oc:Document)

54 oc:hasTitle(oc:Document)

dc:title(oc:Document)

55 oc:has Address(oc:Organization)

schema:address(oc:Organization)

56 oc:has ContactPoint(oc:Organization)

schema:contactPoints(oc:Organization)

57 oc:has Email(oc:Organization)

schema:email(oc:Organization)

58 oc:has FaxNumber(oc:Organization)

schema:faxNumber(oc:Organization)

59 oc:has PhoneNumber(oc:Organization)

schema:telephone(oc:Organization)

60 oc:has SkypeAccount(oc:O

foaf:skypeID(oc:Organizati

58

rganization) on) 61 oc:has

TwitterAccount(oc:Organization)

sti2:twitterID(oc:Organization)

62 oc:has LinkedInAccount(oc:Organization)

sti2:LinkedInID(oc:Organization)

63 oc:has XingAccount(oc:Organization)

sti2:XINGID(oc:Organization)

64 oc:has FacebookAccount(oc:Organization)

sti2:facebookID(oc:Organization)

65 oc:has Location(oc:Organization)

schema:location(oc:Organization)


URI

sti2:MemberApplication

67 oc:hasDescription(oc:ApplicationProcess)

schema:description(sti2:MemberApplication)


URI

schema:url(sti2:MemberApplication)

69 sti2:hasApplicationForm

sti2:applicationForm(sti2:MemberApplication)

70 oc:hasMailingList(oc:Organization)

sti2:mailinglist(oc:Organization)

71 oc:Event schema:event(oc:Organization)

72 sti2:ESWC URI

eswc:ESWCConferenceSeries

73 oc:hasDescription(sti2:ESWC)

schema:description(eswc:ESWCConferenceSeries)

74 oc:hasImage(sti2:ESWC)

schema:image(eswc:ESWCConferenceSeries)

75 oc:hasName(sti2:ESWC)

schema:name(eswc:ESWCConferenceSeries)

76 sti2:ESWC schema:url(eswc:ESWCConferenceSeries)

77 oc:hasMissionStatement(sti2:ESWC)

oc:hasMissionStatement(eswc:ESWCConferenceSeries)

59

78 sti2:hasGovernmentSpecification(sti2:ESWC)

sti2:hasGovernmentSpecification(eswc:ESWCConferenceSeries)

79 sti2:hasSteeringCommittee(sti2:ESWC)

sti2:hasSteeringCommittee(eswc:ESWCConferenceSeries)

80 sti2:hasHostingApplication(sti2:ESWC)

sti2:hasHostingApplication(eswc:ESWCConferenceSeries)

81 sti2:BoardMeeting sti2:BoardMeetings

82 oc:hasDescription(sti2:BoardMeeting)

schema:description(sti2:BoardMeetings)

83 oc:hasImage(sti2: BoardMeeting))

schema:image(sti2:BoardMeetings)

84 oc:hasName(sti2:BoardMeeting)

schema:name(sti2:BoardMeetings)

85 sti2:BoardMeeting schema:url(sti2:BoardMeetings)


URI

sti2::GeneralAssemblies

87 oc:hasDescription(sti2:GeneralAssembly)

schema:description(sti2:GeneralAssemblies)

88 oc:hasImage(sti2: GeneralAssembly))

schema:image(sti2:GeneralAssemblies)

89 oc:hasName(sti2:GeneralAssembly)

schema:name(sti2:GeneralAssemblies)


URI

schema:url(sti2:GeneralAssemblies)

91 sti2:Summit URI

sti2:Summits

92 oc:hasDescription(sti2:Summit)

schema:description(sti2:Summits)

93 oc:hasImage(sti2: Summit))

schema:image(sti2:Summits)

94 oc:hasName(sti2:Summit)

schema:name(sti2:Summits)

95 sti2:Summit URI

schema:url(sti2:Summits)

96 sti2:ESWCSummer schema:url(es

60

School2012 wc:ESWCSummerSchoolSeries)


schema:description(eswc:ESWCSummerSchoolSeries)

98 oc:hasImage(sti2: ESWCSummerSchool2012))

schema:image (eswc:ESWCSummerSchoolSeries)

99 oc:hasName(sti2:ESWCSummerSchool2012)

schema:name(eswc:ESWCSummerSchoolSeries)


sti2:about(eswc:ESWCSummerSchoolSeries)

101 sti2:hasTutor(sti2:ESWCSummerSchool2012)

sti2:hasTutors(eswc:ESWCSummerSchoolSeries)

102 sti2:hasKeynoteSpeaker(sti2:ESWCSummerSchool2012)

sti2:hasKeynoteSpeaker(eswc:ESWCSummerSchoolSeries)

103 sti2:hasAttendingInformation(sti2:ESWCSummerSchool2012)

sti2:hasAttendingInformation(eswc:ESWCSummerSchoolSeries)

104 sti2:Community URI

sti2:Community

105 oc:hasDesription(sti2:Community)

dc-‐term:description(sti2:Community)

106 oc:hasName(sti2:Community)

foaf:name(sti2:Community)

107 oc:hasImage(sti2:Community)

foaf:logo(sti2:Community)

108 oc:hasWebsite(sti2:Community)

foaf:homepage(sti2:Community)

61

5 Appendix 5.1 STI International Strategy on On-line Impact Measurement

5.1.1 Introduction

Online presence has become more and more important in the last few years and especially with the popularity of social networks like Facebook to only have a simple Web site is no longer sufficient. Beside having a website, STI International is also present on several social (media) platforms including Facebook and Google+ to better engage with interested parties. Furthermore STI International has a presence on YouTube, Twitter, Slideshare, LinkedIn and XING. It is not only important to establish an online presence but also to keep an eye on the impact your presence has on the online community. Therefore STI International tries to analyze its impact in the various channels with the help of free tools and services on a regular basis. In the following we will shortly describe the different online presences of STI International and the means to measure their impact. The document will be structured as follows. Section 2 will go into detail on the visitor statistics for the STI International Web site. In Section 3 to 5 the online presences of STI International on the social media platforms Facebook, Google+ and Twitter will be discussed. Section 6 introduces the Youtube channel for STI International. The professional networks LinkedIn and Xing are presented in section 7 and 8, and Slideshare in section 9. At last, some key findings are presented.

5.1.2 Web site

The core part of the online presence of STI International is the Web site available at http://www.sti2.org. It is based on the content management system (CMS) Drupal 7 and offers all information on the organization, its mission and its members. Beside static (not often changing) data, visitors can also get news and events organized by STI International on the Web site. In order to track the visitors and their behavior, we use Google Analytics24, a most popular, free statistics tool developed by Google. It allows very detailed insights into the browsing behavior of visitors such as their visiting times, their entry and exit pages, their destinations etc.

5.1.2.1 Statistics for www.sti2.org -‐ January 1, 2011 to December 31, 2011 The Web site of STI International had 16,948 visits in total from January 1, 2011 to December 31, 2011 of which were 12,176 unique visitors. 29.55% of all visits were returning visitors. In average a visitor watched 2.80 pages during the visit of the STI International Web site and stayed 2:40 minutes. 24 http://www.google.com/analytics/

62

Figure 20. Overall Web site statistics for sti2.org (Jan 01,2011 - Dec 31, 2011)

The most visitors of the STI International Web site came from Austria (16.51%), the United States (12.59%), Germany (8.41%), and the United Kingdom (6.65%). A bounce rate of 54.91% is in the average.

Figure 21. Demography of Web site visitors (Jan 01, 2011 - Dec 31, 2011)

42.24% of the traffic came from search engines like Google, 29.16% were referral traffic where the STI International Web site was linked on another Web site (e.g. 1,318 visits from youtube.com, 361 visits from sti-innsbruck.at) and 27.87% of the traffic came from direct traffic.

Figure 22. Traffic sources (Jan 01, 2011 - Dec 31, 2011)

63

The Top 5 search terms that brought visitors to the Web site were “sti international”, “sti2”, “sti”, “www.sti2.org” and “sti2.org”. Especially the search terms “sti” and “sti guns” had an expected high Bounce Rate25 as people using these keywords were very likely searching for the STI International Guns company26.

Figure 23. Top 15 search terms (Jan 01, 2011 - Dec 31, 2011)

5.1.3 Facebook

Facebook is one of the most popular social media platforms and offers features as profiles for individuals, interest groups, fan pages, and events. Replacing the old STI International Facebook group, a Facebook fan page was created. The page is available at http://www.facebook.com/pages/Semantic-Technology-Institute-International/ since August 29, 2011. Additionally to the Facebook Likes, Facebook offers a statistic feature called “Facebook Insight” since July 19, 2011 that allows to see your impact in more detail, e.g. the weekly reach of a Facebook page, who is talking about it and the reach of single posts made. The Facebook insight statistics only covers time spans of 89 days (maximum). Since the creation of the STI International Facebook page, it has 74 Likes (May 12, 2012), 23,484 Friends of Fans27 and 20 individual posts were published there. In average, 5 people each week talked about the STI International Facebook page28 and 67 people each week were reached29. 25 The Bounce rate describes the percentage of single-page visits or visits in which the person left the site from the entrance (landing) page. 26 http://www.stiguns.com/ 27 “The number of unique people who were friends with people who liked your Page as of 12/5/2012”. 28 “The number of unique people who have created a story about your Page from. A story is created when someone likes your Page; posts to your Page Wall; likes, comments on or shares

64

Figure 24. The STI International Facebook page

5.1.4 Google+

Another rather new social media platform where STI International is engaging interested parties is Google+. The Google+ page for STI International is available at https://plus.google.com/b/113671443303514151965/113671443303514151965/. This platform developed by Google is under heavy development (especially on a features basis), and more and more people are joining it every day. Still, the features offered are not comparable to the variety of possibilities one has with Facebook, e.g. there are no user developed apps. Google+ doesn’t offer s real statistics features (yet). Only the so-called “+1” (similar to the Facebook Likes) are an indication of your impact, and the people that have you in a Circle30

one of your Page posts; answers a question you posted; responds to your event; mentions your Page; tags your Page in a photo; checks in at your Place; or recommends your Place.” 29 “The number of unique people who have seen any content associated with your Page. This includes Adverts and Sponsored Stories that point to your Page.” 30 Circles on Google+ are similar to interest groups. A person can have an infinite number of Circles and add profiles and pages to them.

65

can be tracked. STI International is in the Circles of 22 persons and has 45 “+1” by May 12, 2012.

5.1.5 Twitter

A very strong part in the Online Engagement of STI International plays the micro-blogging service Twitter. With its 140 character long messages called tweets, it is a very dynamic tool and ideal for disseminating news. The Twitter profile of STI International can be found at https://twitter.com/#!/sti2. All news from the Web site are automatically pushed to Twitter. Tracking the impact and feedback via Twitter is quite easy if you only count posted tweets and followers. STI International has written 177 tweets via Twitter and has 166 followers. If one wants to get more details on how often a specific hash tag or the STI International account name @sti2 was mentioned it becomes more difficult as Twitter only offers tweets that are not older than a month in its search and all third-party tools like Topsy’s Social Analytics tool31 use the standard Twitter search. Twitter newly introduced a non-free service called “Twitter for Business”32 that supports more detailed statistics and specializes on the impact factor of advertisement on Twitter. Twitter for Businesses is currently in development and most of its features like “Promoted Trends” or “Promoted Tweets” are still in a beta phase, only available for a selected group of advertisers. Unfortunately, Twitter doesn’t offer any information on the costs of these new services what suggests that the advertisement plans are tailored to the needs of the costumers. In December 2011, a leaked email from the Twitter advertisement department but revealed that the costs of advertisements over Twitter are quite expensive33.

5.1.6 YouTube

YouTube is a very popular video platform where STI International is present since October 15, 2009 and published three videos by now. The YouTube channel of STI International is available at https://www.youtube.com/user/semantictechnology/. It has 447 subscribers and overall 196,195 video views.

31 http://analytics.topsy.com/ 32 http://business.twitter.com/ 33http://www.thedrum.co.uk/news/2011/12/08/twitter-leak-reveals-costs-brands-follower

66

Figure 25. The statistics of the STI International YouTube channel

The three videos published on the STI International YouTube channel are:

• The Future Internet: Service Web 3.0: https://www.youtube.com/watch?v=off08As3siM

• SOA4All in the Future Internet of Services: https://www.youtube.com/watch?v=7ia8Fg8BDbQ

• LarKC – Large Knowledge Collider: https://www.youtube.com/watch?v=hjUbbl4cnAE

Together they have 760 Likes and 49 Dislikes, were commented 195 times and shared 265 times, and were added to a favorite list 1,334 times.

5.1.7 LinkedIn

LinkedIn is a professional network that allows companies to present themselves to the public, and to engage with their current and future employees and their costumers. The platform supports company profiles and profiles for individuals, and is the most used network for professionals. STI International has its own profile on LinkedIn that is available at http://www.linkedin.com/company/sti-international_2. The company profile has 24 followers and 6 so-called 1st Connections.

67

5.1.8 XING

Similar to LinkedIn, XING is a professional network that is very popular in the German speaking countries. STI International’s profile is available at https://www.xing.com/companies/stiinternational/ and it has 6 followers.

5.1.9 Slideshare

Slideshare is a social platform for sharing presentations, documents, PDFs, videos and webinars. It offers features as textual content extraction, embedding of presentations, and social media sharing. The statistics for free accounts allow to see the number of Views (Embeded, on Slideshare), Favorites, Downloads, and Comments for individual presentations. Pro accounts get more detailed statistics such as an analytics summary, statistics per presentation, or latest tweets that mention one of your presentations. Slideshare Pro accounts start at €19 per month. STI International’s Slideshare profile is available at http://www.slideshare.net/STI_International, but is obviously not used, and it has therefore only five followers. There is one presentation with the name “STI International marketing presentation” online, uploaded August 2011 with 390 views.

5.1.10 Summary

STI International is present on the Internet with a Web site and on a number of social platforms that we have discussed before. The center of the STI International on-line presence is still the Web site where interested parties will always find the newest information. The organization’s naming ambiguousness with a major gun company and a disease obviously leads to visits of the Web site that are not intended, but nonetheless the number of visitors that stay and inform themselves about STI International is quite decent.

Figure 26. The profile of STI International on the professional network XING

68

The social media platforms are becoming more important and engage additional people. The strongest impact of these social media platforms was achieved through Twitter, Facebook and YouTube. As already mentioned, Twitter is the ideal medium to post short messages and news. The Twitter stream of STI International is mostly automatically filled via Web site to reflect updates there. Facebook on the other hand can ideally be used to further strengthen the connection with interested parties, members and partners. It might be a good tool to present the activities of STI International to a more diverse public by making use of the features offered by Facebook, e.g. photos, videos and events. The impact and reach of the STI International profile on Google+ is difficult to measure. As the social platform doesn’t offer a lot of features, it is at the moment rather static. It still needs to be seen in which direction the platform will develop and what advantage can be gained through it for STI International. The very high numbers of views and back links to the Web site that were achieved through YouTube speaks are clear message that people like to watch well made videos on technical innovations, and this direction should further be driven in the future. The profiles of STI International on the professional platforms LinkedIn and Xing are fine as they are and could only be extended with company news. It might also be interesting to use the possibility to create events to further engage with interested parties. Finally, STI International has a Slideshare profile, but that is not used at all. It would definitely be a good idea to strengthen the presence there by adding presentations of different STI events such as the STI Summits, Board meeting, etc. The online presence of STI International is strong and very broad in some aspects, as we have described before. Nonetheless, it could be strengthened in specific channels like Slideshare or the professional social platforms LinkedIn and XING.

sti international handbook on online communication

Presentations & Public Speaking