vu online communication and marketing – day 1 · 10/4/2015 10 the crazy hotelier 19 hotel...

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www.sti-innsbruck.at© Copyright 2015 STI INNSBRUCK www.sti-innsbruck.at Landeck, 05.10.2015

VU Online Communication and Marketing – Day 1

Anna Fensel

[email protected]

www.sti-innsbruck.at

Agenda

Formalities:

• Course overview

• VU organization

In this VU – session 1:

1. Motivation

2. Multi-channel Publishing / Dissemination

3. Social Media Monitoring

4. Communication

5. The Semantic Communication Engine Innsbruck (SCEI)

6. Added Value in eTourism

7. Quiz

8. Exercises

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What will you learn in this course?

• Multi-channel publication/distribution (dissemination), social media monitoring, communication, customer retention (engagement), semantic engagement.

• Tools for online communication in theory, as well as use these in practice.

• Small, hands-on online communications and marketing projects.

Also:

• Presentation skills

• Working in teams

• Scientific writing

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Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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Lecturers

Office hours: only by appointment.

Ass.-Prof. Dr. Anna FenselElias Kärle, MScMag. Renate Leitner

Semantic Technology Institute (STI) InnsbruckUniversity of InnsbruckTechnikerstr. 21a6020 Innsbruck, Austria

email: [email protected]@[email protected]

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Assignment

• Language: German or English

• Course project (whole semester)– Such as marketing for your own / example hotel or another

touristic service provider: from use case definition to campaign planning, to implementation

• Practical work and paper• Regular update and final presentations

• Grade requirements: successful participation assessment– work and presentations at VU, completed course project, written

seminar paper• VU attendance is mandatory

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Assignment guidelines

• Work in teams of 3-5 people.

• Start to work immediately, implement the projects step by step.

• Do not go to the presentation without having understood what you are presenting.

• This is a research and development work.

• If you have questions / problems – do not hesitate to ask us.

• Prepare a course paper following a given outline

• Papers have to formatted in Springer LNCS format:

http://www.springer.com/computer/lncs?SGWID=0-164-7-72376-0

• DO NOT copy! PLAGIARISM IS NOT ACCEPTABLE.

• Whenever you cite somebody, cite properly.

• References will be part of your work.

• When you use work of somebody else, re-phrase and summarize in your own words and cite properly.

• Scientific writing: – http://www.wit.at/events/peyton-jones/Giving%20a%20talk.pdf

– http://www.columbia.edu/cu/biology/ug/research/paper.html77


Administrative issues - Schedule

The course is structured as follows:

• First session: introduction, topic assignment• Mon 05.10.2015 09:30-12:00 (lecture), 12:30-15:00 / 15:00-17:30 (split in 2 groups)

• Second session: online marketing, strategy planning• Wed 07.10.2015 09:30-12:00 (lecture), 12:30-15:00 / 15:00-17:30 (split in 2 groups)

• Third session: social media channels• Thu 08.10.2015 13:00-15:30 (lecture), 10:00-12:30 / 15:30-18:00 (split in 2 groups)

• TAKE NOTE OF THE TIME CHANGE!!!

• Fourth session: web technology & semantic annotations • Mon 12.10.2015 09:30-12:00 (lecture), 12:30-15:00 / 15:00-17:30 (split in 2 groups)

• Fifth, last session: tools & project assignment final submission • Wed 14.10.2015 09:30-12:00 (lecture), 12:30-15:00 / 15:00-17:30 (split in 2 groups)

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Administrative issues - References

• Course in webpage: http://sti-innsbruck.at/teaching/course-schedule/ws-201516/online-kommunikation-und-marketing-ws-201516– Slides and other materials are appearing there as they are presented at

the lecture

– Also lecture recordings may become available (experiment)

• Final paper submission: 15th of November, 2015, in group’s GoogleDoc and by email to [email protected]

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Course paper outline

• Title, authors, authors’ contact details, abstract

1. Introduction

2. State of the art, motivation, use case description

3. Online communication and marketing strategy

4. Implementation of online communication and marketing solution– Channels addressed e.g. on social media

– Semantic annotations

5. Usage of technical tools

6. Results – Including results from analytics

7. Conclusions10

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Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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The Crazy Hotelier

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HOTEL RECEPTION

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

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The Crazy Hotelier

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HOTEL RECEPTION

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


The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone


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The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email



The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email- fax


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The Crazy Hotelier

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HOTEL RECEPTION

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



The Crazy Hotelier

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HOTEL RECEPTION

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


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The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites



The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites


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The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs



The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites


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The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat



The Crazy Hotelier

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HOTEL RECEPTION

- walk-in customer- telephone- email- fax- hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat- video & photo sharing


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The Crazy Hotelier

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HOTEL RECEPTION

The Hotelier doesn’tonly has to deal with anoverwhelming number ofcommunicationchannels, but also hasto pay up to 15% salescommissions to thebooking sites!


The Crazy Hotelier

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HOTEL RECEPTION

-> 80 million overnight stays-> 4 billion € transaction

volume-> 101 million € sales

commission

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Hotelnavigator

http://www.youtube.com/watch?feature=player_embedded&v=rA0wdkPB7gA

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Major Issues

Scalable Multi Channel Communication:

• Enable more precise targeting and optimized productpositioning

• Reduce the amount of work required for filling out andobserving the various communication channels

• Reach the greatest possible target audience with thesmallest possible effort

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Major Issues

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Visibility:

• Increase the quality of visibility

• Increase the degree of visibility

• Increase the number of direct bookings by increasingthe traffic on the hotel website


Major Issues

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Credibility:

• Increase the believability of sources and messages

• Increase the trustworthiness of sources and messages

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Major Issues

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Easy Booking:

• Offer booking possibilities through the variouscommunication channels

• Increase the transparency of offers and pricing


Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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www.sti-innsbruck.at 33

Multi-Channel Publishing

Multi-Channel Publishing / Dissemination


What is Dissemination?

• The vital importance of receiving, synthesizing andcommunicating online information is increasingdramatically in our current digital age.

• Dissemination (from the Latin dissēminātus = “sowingseeds”, “scatter wildly in every direction”) refers to theprocess of broadcasting a message to the public withoutdirect feedback from the audience.

• Takes on the view of the traditional view of communicationwhich involves a sender and a receiver.

• The message carrier sends out information to many in abroadcasting system (composed of more than onechannels).

• Harmsworth et al. (2000) define dissemination as the“delivering and receiving of a message”, “theengagement of an individual in a process” and “thetransfer of a process or product”.

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

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What is a dissemination channel?

• “In telecommunications and computer networking, a communication channel, orchannel, refers either to a physical transmission medium such as a wire, or to alogical connection over a multiplexed medium such as a radio channel.” (WikipediaChannel (communications), 2012)

• A channel is a means of exchanging information in the on-line space; a “place” whereone can find or leave information, whether it is unanimously referred by a URI oraddressed through a service.

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Image taken from: http://www.rgbstock.com


Why Do It?

Purpose of Dissemination

• Dissemination for Awareness– You wish people to be aware of the work of the project

– Useful for those target audiences that do not require a detailed knowledge of the work and ishelpful for them to be aware of your activities and results

– Will help the “word of mouth” type dissemination and help the organizer build an identity andprofile within the community

• Dissemination for Understanding– It is aimed at a specific number of groups/audiences that need to be targeted directly

– Target audience that benefits from what your project has to offer and have a deeperunderstanding of the project’s work

• Dissemination for Action– “Action” = change of practice resulting from the adoption of products, materials or

approaches offered by the project

– Target audience: people that are in the position to “influence” and “bring about change” withintheir organizations (have skills, knowledge and understanding of your work)

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Source: http://www.northampton.ac.uk/info/200267/pedagogic-research-and-scholarship/1068/dissemination

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Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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Social Media Monitoring



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What is Social Media Monitoring?

Definition*

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

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

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• SMM tools facilitate the listening of what people say about various topics inthe social media sphere (blogs, twitter, facebook, etc.)

• Listening: is active, focused, concentrated attention for the purpose ofunderstanding the meanings expressed by a speaker.

• Hearing: is an accidental and automatic brain response to sound thatrequires no effort.

Are you listening?

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• Harness the wealth of information available online in the form of user-generated content

• These tools offer means for listening to the social media users, analyzingand measuring their activity in relation to a brand or enterprise

• Offer access to real customers’ opinions, complaints and questions, in realtime, in a highly scalable way

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The Social Media Monitoring (SMM) tools are NOT

Social Media Dashboard tools. Their goal is NOT to

administrate your social media accounts. But, their

goal is to ENABLE YOU TO LISTEN to what is

being said about certain topics on the web.

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Why do we need the SMM?

• “The direct, unfiltered, brutally honest nature of much online discussion isgold dust to big companies that want to spot trends, or find out whatcustomers really think of them.”

– The Economist, March 2006

• “As control of a brand’s marketing messages—and, indeed, its veryimage—migrates from traditional media to social media, companies need tobecome increasingly adept at paying attention to how they're beingperceived in the online world.”

– The Aberdeen Group, February 2008

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• Provide valuable insight from the side of enterprises regarding whichstrategy they should employ

• Determine the most effective and ineffective offered features of an enterprise

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• The speed at which one can investigate a topic ofinterest, which greatly exceeds that of a traditional surveyapproach.

• Social Media Monitoring is more precise, faster and moreeconomical than traditional expert panel analysis.

• Information is conveyed to someone who can absorb,process and formulate a response – it’s really hearing vs.listening.

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• Reputation management

• Event detection, issue and crisis management

• Competitor analysis

• Trend and market research plus campaign monitoring

• Influencer detection and customer relationship management

• Product and innovation management

• Manage Word of mouth

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Channels to analyze

1. Social networks, e.g.:

• Facebook (Q1 2012):

– 526 million daily active users

– 3.2 billion Likes and Comments per day

– 500K comments per minute

– 700K status updates per minute

– 80K wall posts per minute

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Channels to analyze

1. Social networks, e.g.:

• Twitter:

– 500 million tweets per day (2015) – was 200 million tweets per day in 2011

– 80% active users on mobile (2015)– 35 languages supported (2015)

• LinkedIn: 147 million users

• Google+: 170 million users

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Channels to analyze

2. Sharing networks, e.g.:

• YouTube:

– 4 billion videos are viewed a day

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

• Flickr: >6.500 new photos per minute

• Pinterest: – 13 million users

– American users spend an average of 97.8 minutes

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Channels to analyze

3. Email lists

• 2172 million Email users

• 3375 million active email accounts

• 2.8 million emails per second

• 90 trillion emails per year

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Channels to analyze

4. Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, Facebook Groups, etc.)

• Forums: 2K posts per minute

• Yahoo! Groups:

– 9 million groups

– 113 million users

– 933 thousand unique visitors daily

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Channels to analyze

5. News feeds

• Total Feeds*: 694,311

• Atom Feeds*: 86,496

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

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

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Channels to analyze

6. Blogs:

• >95 million blogs available online

• 22K posts per minute

• Tumblr (Q2 2012):

– 55.9 Million blogs

– 23.3 Billion posts

– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

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Channels to analyze

7. Traditional media:

• TV:

– 365 TV channels licensed in Germany

• Radio:

– 822 Radio stations in Germany

• Print media (newspapers, magazines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany

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Channels to analyze

8. Online News:

• News websites: >25.000

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

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Available media channels

The Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWSAGGREGATORS

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Available media channels

How many people would you need to manage the chaos of social media activity and extract valuable insights for your brand?

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Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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Communication

Communication



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What is communication?

• Communication (from the Latin commūnicātiōn- = “share”) refers to the process ofimparting or interchange of thoughts, opinions, or information by speech, writing, orsigns.*

• Communication may mean**:– The act of transmitting– A giving or exchanging of information, signals, or messages as by talk, gestures, or writing– The information, signals, or message– Close, sympathetic relationship– A means of communicating; specif., a system for sending and receiving messages, as by

telephone, telegraph, radio, etc.– A system as of routes for moving troops and material– A passage or way for getting from one place to another.– The art of expressing ideas, esp. in speech and writing.– The science of transmitting information, esp. in symbols.

*http://dictionary.reference.com/** http://answers.yourdictionary.com/language/what-is-communication.htm

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• Communication is a social interaction where at least twointeracting agents share a common set of signs and acommon set of semiotic rules.

• Types of communication:– Spoken or Verbal communication: face-to-face, telephone,

radio or television.– Non-verbal communication: body language, gestures, voice

tone.– Written communication: letters, e-mails, books, magazines,

information written over the Internet.– Visualization communication: such as graphs, charts, maps, or

logos.

Image Source: http://www.rgbstock.com

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Directional Streams• Vertical communication:

– Descendant: Communication that begins in the top management for an enterprise and flowsin the way of the hierarchy base of the organization.

– Ascendant vertical communication (opposing type).

• Lateral or horizontal communication:– Consists of intergroup communication

– Usually not dependent on standards and rules established by the formal organization

* http://www.knoow.net/en/sceconent/management/communication.htImage Source: http://www.rgbstock.com

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Need for effective communication

• Issue instructions and enable the business to operate (see vertical communication)

• Enable people at the same level to communicate with each other (see horizontalcommunication)

• Communicate with stakeholders and employees.

• Provide essential information.

• Keep stakeholders informed.

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Models of communication:

• Conceptual models used to explain the human communication process

• The first major model for communication was created by Shannon and Weaver(1949) to represent the functioning of radio and telephone technologies.

• Initial model was composed of three primary parts:– Sender - the part of the telephone a person spoke into;

– Channel – the telephone itself;

– Receiver – part of the phone where one could hear the other person.

• “noise” component appeared as the authors recognized the presence of static thatinterferes with one listening to a telephone conversation.

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Communication process elements*:

• Transmitter or communication’s message source: initiates the communicationprocess and sends the message

• Message transmission channel: enables the transmission of the message.Connects the transmitter and the receiver.

• Message receptor: entity that receives and decodes the message.

• Noises: obstructions in the communication process. Noise is internal (occurs duringthe encoding or decoding phases) or external (occurs on the transmission channel)

• Feedback: the answer the receptor gives as a result of the received message. Canbe transmitted by the same channel or a different one.

* http://www.knoow.net/en/sceconent/management/communication.htmImage: http://www.productphotographers.net/wp-content/uploads/images/process.j

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Information Source

Transmitter DestinationReceiver

Noise Source

Message Signal

Signal

Received Message

Schematic diagram of a general communication system as proposed by Shannon and Weaver (1949)

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However:

• The model presented is a minimalist abstraction of the reality it attempts to reproduce.

• Most communication systems are more complex.

• Most information sources (and destinations) act as both sources and destinations.

• Transmitters, receivers, channels, signals, and messages are layered both serially andin parallel:

– There are multiple signals transmitted and received , even when they are converged into a common signal stream and a common channel.

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Moreover,

• The Shannon model is not a model of communication

• It is a model of the flow of information through a medium.

• It is incomplete and biased

• It is applicable to the system it maps (telephone or telegraph), rather than most othermedia.

• It suggests a “push” model in which sources of information can inflict it ondestinations.

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In the real world of media:

• Destinations are self-selecting “consumers” ofinformation who have the ability to:

– select the messages they are most interested in– turn off messages that don’t interest them– focus on one message in preference to other in

message rich environments– they can choose to simply not pay attention

• Messages are frequently stored for elongatedperiods of time and/or modified in some waysbefore they are accessed by the “destination”.

• Communication is almost never unidirectional andit is often indirect.

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• Communication is bidirectional

• Agents interact and communicate in parallel, permanently alternating their role inthese acts of communication.

• Destinations provide feedback in the form of a message or a set of messages.

• The source of feedback is an information source.

• The consumer of feedback is a destination.

Individuals are simultaneously engaging in sending and receiving of messages (Barnlund, 2008).

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• We communicate to cooperate – regardless of the channel employed.

• Communication is

– Multi-channel

– Self-referential (the transmitter also communicates to himself), i.e. reflexive

– in a network (communication does not occur in a void, the actors communicating are notisolated).

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• Computer mediated communication is compared to other forms of communicationmedia based on the following aspects:

– Synchronicity– Persistence or “recordability”– Anonymity – Transience– Multimodal language– Relative lack of governing codes of conduct (McQuail, 2005)

• A strong dependence on the environment can be observed.

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Our approach:

• We disseminate information

• Deal with the aggregation of feedback and impact by:– simply going through the dissemination chain in the opposite direction– integrating them under the appropriate knowledge item

We not onlyTALK

LISTENto

response

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Online Communication

• It is not bound by physical, temporaland social limitations.

• Anonymity and privacy depends onthe context of the channel used.

• enables large number of audience totransmit and receive information.

Image Source:

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• Communication must support:– Design of an information item;– Dissemination of an information item over suitable channels;– Observation of communication acts– Measure, analysis, and aggregation of the information published

• A holistic methodology for supporting communication must support the above subtasks that form a circle or spiral

• These activities form a circle that we call the life cycle model of communication

Image Source:

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MeasureAnalyzeAggregate

DesignObserve

Disseminate

Efficient and effective communication not only creates and disseminates information, but also deals with measurement, analysis and aggregation of feedback and impact, collecting

responses in the various channels and integrating them under an appropriate knowledge item.

A Lifecycle of Communication

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Summary

• Communication (from the Latin commūnicātiōn- = “share”) refers to the process ofimparting or interchange of thoughts, opinions, or information by speech, writing, or signs.

• Types of communication: (1) Spoken or Verbal communication; Non-verbalcommunication; Written communication; and Visualization communication.

• Directional streams: vertical communication (descendant and ascendant) and lateral orhorizontal communication.

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Summary

• Shannon and Weaver (1949) communication model consists of: sender, channel,receiver, information source, and destination.

• The model is incomplete: communication is bidirectional, agents interact andcommunicate in parallel, permanently alternating their role in these acts ofcommunication.

• Communication between two actors has three steps:(1) send message; (2) hear ownmessage; and (3) receive non-verbal response.

• Communication is– Multi-channel– Self-referential (the transmitter also communicates to himself)– Reflexive– Embedded in a network (communication does not occur in a void, the actors communicating

are not isolated).

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Summary

• Computer mediated communication is compared to other forms of communicationmedia based on the following aspects: Synchronicity; Persistence or “recordability”;Anonymity ; Transience; Multimodal language; and Relative lack of governing codesof conduct (McQuail, 2005)

• Communication must support:– Design of an information item;– Dissemination of an information item over suitable channels;– Observation of communication acts– Measure, analysis, and aggregation of the information published

MeasureAnalyzeAggregate

DesignObserve

Disseminate

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Summary

• To make Online Communication efficient and effective, a tool needs to– Integrate publication and monitoring (and support active and reactive communication)– Trace the communication in an easy to use manner– Address the issue of multiple channels and multiple agents– If an agent starts a communication – the agent takes the role of the message sender – we

talk about active communication.– Re-active communication describes communication situations initiated by an external agent –

the agent takes the role of the receiver and will re-act on the received message.

• The communication history IS the trace and Communication must be remembered

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Summary

• Transmitters must be able to switch cannels properly and identify the channel wherethe response will appear.

• Due to the abundance of channels, most of the times there are more than one agentstransmitting and receiving messages – a workflow must be set up to ensure that allagents are aware of what is discussed and who is speaking.

• Communication requires at least 2 agents: a speaker and a listener

• However, communication does not occur in a void – thus the initial model may neveroccur in real life as there may always be more than one listener or more than oneagent.

• The models are: 1-to-1, 1-to-n, n-to-1, and m-to-n.

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Summary

• The trace is composed by passing through the communication channel for a n number of times (where n ≥ 1, and n is a finite number)

• Thus a trace is a set T = {S, L, M, T, C}– S – the collection of speakers, S ≠ Ø

– L – the collection of listeners, L ≠ Ø

– M – the message collection, M ≠ Ø

– T – the time and date, T ≠ Ø

– C – the possible channels, C ≠ Ø

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Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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Multi-channel communication

Branch specific concepts

Collect feedback+

statistics

Web 3.0/Mobile/OtherWeb/Blog

Distribute content

Social Web

Weaver

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SCEI


SCEI

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Multi-channel communication

• Scalable on-line communication tool based on machine processablesemantics, that supports processes such as yield, brand, and reputationmanagement.

• SCEI is entitled to support the following process:

1. Content creation

2. Selection of publication channels

3. Content adaptation

4. Publication

5. Feedback collection

6. Content detection

7. Impact analysis

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SCEI Reference architecture

Semantic RepositorySemantic

RepositoryContent Management System

Publication

Workflow Engine/ Communication patterns

Domain and task specific interface

Domain and task specific interface

…

Content creator

Engagement Impact AnalysisImpact

Analysis

SCEI

Workflow designer

Target users

Media Monitoring

Media Monitoring

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seekda booking engine


seekda booking engine - direct bookability for hotels

• Booking quickly and directly viahotel Web sites

• Seekda producs for directbookability:

– Dynamic Shop

– Dynamic Shop Mobile

• Benfits:– Hotels do not give part of their

profit to booking chanells

– You do not loose the guesthaving him booking other hotels

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Linked Open Data (LOD)

• Web of Documents • Web of Data

“Documents”“Things”

Hyperlinks

Typed Links



LOD Principles:

1. Use URIs as names for things.

2. Use HTTP URIs so that people can look up those names.

3. When someone looks up a URI, provide useful RDF information.

4. Include RDF statements that link to other URIs so that they can discover relatedthings.

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Figure from http://www4.wiwiss.fu-berlin.de/lodcloud/state/, September 2011

Facts:• 295 data sets• Over 31 billion triples• Over 504 billion RDF links between data sources



• Use LOD to integrate and lookup data about

– places and routes

– time-tables for public transport

– hiking trails

– ski slopes

– points-of-interest

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Linked Open Data (LOD) - data sets

• Open Streetmap• Google Places • Databases of government

– TIRIS

– DVT

• Tourism & Ticketing association • IVB (busses and trams) • OEBB (trains) • Ärztekammer• Supermarket chains: listing of products • Hofer and similar: weekly offers • ASFINAG: Traffic/Congestion data • Herold (yellow pages)• City archive • Museums/Zoo • News sources like TT (Tyrol's major daily

newspaper) • Statistik Austria

• Innsbruck Airport (travel times, airline schedules)

• ZAMG (Weather) • University of Innsbruck (Curricula,

student statistics, study possibilities) • IKB (electricity, water consumption) • Entertainment facilities (Stadtcafe,

Cinema...) • Special offers (Groupon)

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On the fly service intergation as you pay

• Data and services from destinationsites integrated for recommendationand booking of

– Hotels

– Restaurants

– Cultural and entertainment events

– Sightseeing

– Shops

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• Solutions for ad-hoc service integration for touristic destination sites

• Two integration approaches:

– via Web scrapping as a quick integration solution

– via APIs and backend integration for a long term, durable solution

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• Web scraping integration

– Create wrappers for current web sites and extract data automatically

– Many Web scraping tools available on the market


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• APIs and backend integration

– Contractual based integration of data, functionalities and services for mutualbenefits

– More fine grain integration not only at the level of Web but deeper, at the level ofbackend systems

– Requires usually enterprise application integration solutions (e.g. Web services)


99


Everything integrated

• Integration into a comprehensive map of multi-channel communication,seekda booking engine, Linked Open Data and on the fly serviceintegration as you pay to generate added value for businesses as well ascustomers

• Combination of multi channel communication and yield management– onlim

– seekda booking solutions

• enriched with Linked (Open) Data – Machine understandable interlinked data

– Bike and hiking trails, sight information, etc.

• and on the fly service integration as you pay– Solutions for ad-hoc service integration for touristic destination sites

– Bike rental, ski passes, etc.

– Services are quickly integrated through scrapping and later through API and back end integration

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Everything integrated: Tourist Map Austria

101

• Based on Open Street Map



102


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

SCEI

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103



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

SCEI



104




• LOD to integrate and lookup data about hiking trails, ski slopes, etc.

LODSCEI

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105




• LOD to integrate and lookup data about hiking trails, ski slopes, etc.

• On the fly service integration as you pay

LODSCEI




• Fullscreen map with GPS for orientation– Optimized for tablets and smartphones

• Data control– Hoteliers, Townships, Assotiations, etc. can easily

maintain their own data

– Integration of public transport (missing in Google maps)

– Direct booking possible

• Social– Integration of Facebook, Twitter, etc.

– Crowd sourcing of reviews, tips, etc.

– Plan common activities on-site

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SCEI

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LOD+ +

= independence for the hotelier and added value for the customer

SCEI

Everything integrated

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Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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The value proposition in eTourism

109

2 Bio € Business Volume/Year in Tyrol

10% Marketing/Communication

40% Accommodation

Costs

15% Booking Fees

5% Profit 30% Taxes



110

Marketing Accommodation Costs

Booking Fees

Profit Taxes

The Problem:

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111

Marketing Accommodation Costs

Booking Fees

Profit Taxes

The Goal:


Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

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Which demographic was Facebook originally open to?

A. College Students

B. High school students

C. College and high school students

D. Everyone

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Which demographic was Facebook originally open to?

A. College Students

B. High school students

C. College and high school students

D. Everyone

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What was the largest social network prior to Facebook?

A. MySpace

B. LetsBeFriends

C. Friendster

D. Google+

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What was the largest social network prior to Facebook?

A. MySpace

B. LetsBeFriends

C. Friendster

D. Google+

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How many characters (letters, punctuation marks, and spaces) can you send in a regular text message?

A. 100

B. 160

C. 200

D. 260

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How many characters (letters, punctuation marks, and spaces) can you send in a regular text message?

A. 100

B. 160

C. 200

D. 260

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Which social network did not have ‘followers’ at its start?

A. SoundCloud

B. Google+

C. Facebook

D. Twitter

119


Which social network did not have ‘followers’ at its start?

A. SoundCloud

B. Google+

C. Facebook

D. Twitter

120

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Can you create Twitter lists that include users you aren’t following?

A. Yes

A. No

121


Can you create Twitter lists that include users you aren’t following?

A. Yes

A. No

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Who can edit articles on Wikipedia, the free, online encyclopedia?

A. Registered users older than 13

B. Employees of Wikipedia

C. College professors and students

D. All of the above

123


Who can edit articles on Wikipedia, the free, online encyclopedia?

A. Registered users older than 13

B. Employees of Wikipedia

C. College professors and students

D. All of the above

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What is a mash-up?

A. A glitch on a computer caused by a virus

B. A techno remix of a song

C. Slang for when a computer crashes and is beyond repair

D. A digital collage containing text, graphics, music, video, or animation from already created digital works combined to create a new work

125


What is a mash-up?

A. A glitch on a computer caused by a virus

B. A techno remix of a song

C. Slang for when a computer crashes and is beyond repair

D. A digital collage containing text, graphics, music, video, or animation from already created digital works combined to create a new work

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The Internet has been around for a few decades, but when was the Web invented?

1. 1992

2. 1990

3. 1989

127


The Internet has been around for a few decades, but when was the Web invented?

1. 1992

2. 1990

3. 1989

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Where was Tim Berners-Lee employed when he invented the web?

A. CERN

B. NSA

C. NASA

D. IEEE

129


Where was Tim Berners-Lee employed when he invented the web?

A. CERN

B. NSA

C. NASA

D. IEEE

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Web 2.0 can best be described as a(n)

A. Software package developed by Microsoft and available at a discount to teachers.

B. Variation of the internet created by Al Gore in 1996.

C. Approach to the internet in which users share thoughts, strategies, opinions and ideas in a free and open forum such as blogs, wikis and podcasts.

D. Faster internet for big business.

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Web 2.0 can best be described as a(n)

A. Software package developed by Microsoft and available at a discount to teachers.

B. Variation of the internet created by Al Gore in 1996.

C. Approach to the internet in which users share thoughts, strategies, opinions and ideas in a free and open forum such as blogs, wikis and podcasts.

D. Faster internet for big business.

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Who invented the term web 2.0

A. Bill Gates

B. Yahoo

C. Google

D. Tim O'Reilly

133


Who invented the term web 2.0

A. Bill Gates

B. Yahoo

C. Google

D. Tim O'Reilly

134

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What's another name some people use for Web 3.0?

A. The Semantic Web

B. The InterWebs

C. WiMax

135


What's another name some people use for Web 3.0?

A. The Semantic Web

B. The InterWebs

C. WiMax

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In respect to the Web, what is an ontology?

A. Knowledge structure defining the terms and relationships between them

B. A history file that keeps track of the evolution of the Web site

C. A metaphysical comment on existence

137


In respect to the Web, what is an ontology?

A. Knowledge structure defining the terms and relationships between them

B. A history file that keeps track of the evolution of the Web site

C. A metaphysical comment on existence

138

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General communication system as proposed by Shannon and Weaver (1949) does not have a component called…

1. Transmitter

2. Destination

3. Channel

4. Noise Source

139


General communication system as proposed by Shannon and Weaver (1949) does not have a component called…

1. Transmitter

2. Destination

3. Channel

4. Noise Source

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What does API stand for?

A. Automatic platform information

B. Application programming interface

C. Analogue partition ideology

141


What does API stand for?

A. Automatic platform information

B. Application programming interface

C. Analogue partition ideology

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What is metadata?

A. The information dating websites use to help people meet their soulmates

B. The code Web page designers use to build websites

C. Invisible information that describes a Web page to computers

143


What is metadata?

A. The information dating websites use to help people meet their soulmates

B. The code Web page designers use to build websites

C. Invisible information that describes a Web page to computers

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What is an internet troll?

A. A mythical creature originally from Scandinavia

B. Someone who sits under a bridge stealing WiFi

C. Someone who posts comments to blogs or internet forums that are calculated to upset, disgust or anger other people

145


What is an internet troll?

A. A mythical creature originally from Scandinavia

B. Someone who sits under a bridge stealing WiFi

C. Someone who posts comments to blogs or internet forums that are calculated to upset, disgust or anger other people

146

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Which social network is ‘The Social Network’ movie about?

A. Facebook

B. MySpace

C. Twitter

D. Path

147


Which social network is ‘The Social Network’ movie about?

A. Facebook

B. MySpace

C. Twitter

D. Path

148

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What song has the most YouTube hits ever?

A. Gangnam Style- PSY

B. Justin Bieber- Baby

C. Jennifer Lopez fet. Pitbull- On the Floor

149


What song has the most YouTube hits ever?

A. Gangnam Style - PSY

B. Justin Bieber - Baby

C. Jennifer Lopez fet. Pitbull - On the Floor

150

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Agenda

Formalities:

• Course overview

• VU organization


1. Motivation



4. Communication



7. Quiz

8. Exercises

151


Exercises – Course project start!

152

1. presentation round:suggest a use case(s) you may have in reality or in mind (e.g. own hotel, restaurant, local highlight, etc.)for which it would be interesting to build an social media marketing strategy & implement it

2. split in groups of 3-5 persons, name the group, open a joint GoogleDoc for the course paper – and also invite the lecturers there

3. choose/define a joint use case & present it to the audience

4. describe the status quo of the marketing of the use case i.e. what is already used/done at the use case, and how that fits into general concepts presented in the lecture today - and again present that to the group, as well asdescribe it in GoogleDoc

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Acknowledgements and Remarks

• Credits for some of the slides go to: Carmen Brenner, Anna Fensel, Dieter Fensel, Michael Fried, Christoph Fuchs, Andreea Gagiu, Iker Larizgoitia, Birgit Leiter, Alex Oberhauser, Corneliu-Valentin Stanciu, Ioannis Stavrakantonakis, Andreas Thalhammer, and Ioan Toma

• When dates are not present on the figures (e.g. social media usage statistics), they refer to the status by 2013.

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References (for Communication)

• Barnlund, D. C. (2008). A transactional model of communication. In. C. D. Mortensen(Eds.), Communication theory (2nd ed., pp47-57). New Brunswick, New Jersey:Transaction.

• Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication.Urbana, Illinois: University of Illinois Press

• S. Mulpuru, H. H. Harteveldt, and D. Roberge: Five Retail eCommerce Trends ToWatch In 2011, Forrester Research Report, January 31, 2011

• McQuail, Denis. (2005). Mcquail's Mass Communication Theory. 5th ed. London:SAGE Publications.

• Warschauer, M. (2001). Online communication. In R. Carter & D. Nunan (Eds.), TheCambridge guide to teaching English to speakers of other languages (pp. 207-212).Cambridge: Cambridge University Press.

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References (for Multi-Channel Communication, Social Media and Semantic Web)

• Fensel, A., Fensel, D., Gagiu, A.-G., Larizgoitia, I., Leiter, J., Stavrakantonakis, I., Thalhammer, A., and Toma, I.: How to Domesticate the Multi-Channel Monster, White paper, November, 2012.

URI: http://oc.sti2.at/results/white-papers/how-domesticate-multi-channel-monster

• Fensel, A., Toma, I., García, J. M., Stavrakantonakis, I., & Fensel, D. (2014). Enabling customers engagement and collaboration for small and medium-sized enterprises in ubiquitous multi-channel ecosystems. Computers in Industry, 65(5), 891-904.

• Weinberg, T., Ladwig, W., & Pahrmann, C. (2012). Social-Media-Marketing: Strategien für Twitter, Facebook & Co. O'Reilly Germany.

• Fensel, D. (2005). Spinning the semantic web: bringing the World Wide Web to its full potential. MIT Press.

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