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How to Domesticate the Multi-Channel Communication Monster*
Carmen Brenner, Anna Fensel, Dieter Fensel, Andreea Gagiu, Iker Larizgoitia, Birgit Leiter, Ioannis Stavrakantonakis, and Andreas Thalhammer
The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customerThe Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone
The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email
The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax
The Hotelier of today has to deal with many different communication channels:
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites
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HOTEL RECEPTION
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The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat
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HOTEL RECEPTION
The Crazy Hotelier
- walk-in customer- telephone- email- fax- hotel website
The Hotelier of today has to deal with many different communication channels:
hotel website- review sites- booking sites- social network sites- blogs- fora & destination sites- chat- video & photo sharing
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HOTEL RECEPTION
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The Crazy Hotelier
The Hotelier doesn’tonly have to deal withan overwhelmingnumber ofcommunicationcommunicationchannels, but also hasto pay up to 15% salescommissions to thebooking sites!
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HOTEL RECEPTION
The Crazy Hotelier
-> 40 million overnight stays-> 3 billion € transaction
volume-> 70 million € sales
commissioncommission
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HOTEL RECEPTION
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(Mulpuru, Harteveldt, & Roberge, 2011)
Call this “the growth of the multichannel monster”
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Content
1. Multi-channel Dissemination
2 S i l M di M it i2. Social Media Monitoring
3. Four Roles for Semantics
4. Semantic Communication Engine Innsbruck (SCEI*sky)
5. Seekda Social Agent (SESA)
6 Summary
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6. Summary
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MULTI-CHANNEL DISSEMINATION
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Dissemination
• Dissemination refers to the process of broadcasting a message to the public without direct feedback from the audience
• Takes the traditional view of communication whichinvolves a sender and a receiver.
• The message carrier sends out information to many in abroadcasting system (composed of more than onechannels)
• “In telecommunications and computer networking, acommunication channel, or channel, refers either to aphysical transmission medium such as a wire or to a
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physical transmission medium such as a wire, or to alogical connection over a multiplexed medium such as aradio channel.” (Wikipedia)
20Image taken from: http://nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg
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Dissemination
Classification of channels by the type of service they provide:
St ti B d ti–Static Broadcasting
–Dynamic Broadcasting
–Sharing
–Collaboration
–Social Networks
–Internet Forum and Discussion Boards
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Internet Forum and Discussion Boards
–On-line Group Communication
–Semantic-based Communication
Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon
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Static Broadcasting
• Prehistoric methods of dissemination: cave drawings, stories of triumphs on columns and arches, history on pyramids, stones with messages
• More modern means: printed press, newspapers, journals
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• Online static dissemination: homepage …. And various web sites
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Static Broadcasting
Homepage Example
St ti W b it E l
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Static Website Example
The same hotel mentioned on Wikitravel’s entry for
Innsbruck
Static Broadcasting
Static Website Example
Entry in Wikipedia for Hotel Goldener Adler
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Dynamic Communication
Small piece of content that is dependent on constraints such as time or location.
Examples of tools (organized considering first the length of message and second – the level of interactivity)
• News Feeds (f.e., RSS)
• Newsletters
• Email / Email lists
• Microblogs (twitter, tumblr, …)
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• Blogs
• Social networks
• Chat and instant messaging applications
(skype, messenger, …)
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Sharing
• There are a large number of Web 2.0 websites that support the sharing of information items such as: bookmarks, images, slides, and videos, etc.
• Provided by hosting services (images, videos, slides are stored on a server)
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Sharing
• Can use specialized applications (see below) of features of other platforms and services (e.g. share photos through Facebook)
• Examples: – Flickr, Pinterest – means of exchanging photos, visible to all users (no account necessary),
allows users to post comments;
– Slideshare – channel for storing and exchanging presentations;
– YouTube and VideoLectures – sharing videos, all users can see the posted videos and leave comments on the websites
– Social Bookmark sites: e.g. delicious, digg, StumbleUpon
– Social News websites: e.g. reddit
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Dissemination through Collaboration
Wiki
• “Wiki” = Hawaiian word for “fast” of “quick”.
• Described by the developer of the first wiki software Ward Cunningham as theDescribed by the developer of the first wiki software, Ward Cunningham, as the“simplest online database that could possibly work”*.
• Websites whose users can add, modify or delete content via a web browser usingsimplified markup language or a rich-text editor.
• Most of the content is created collaboratively.
• Promotes meaningful topic associations between different pages by making linkcreation intuitively easy and showing whether an intended page exists or not.
• It seeks to involve the visitor in an ongoing process of creation and
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collaboration that constantly changes the Web site landscape
• Often used for internal collaboration, however, when public alsoan indirect means for dissemination.
*http://www.wiki.org/wiki.cgi?WhatIsWiki
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Social Networks
• Provide a community aspect, i.e. forms a community that shares information in amulti-directional way
• Common features (regardless of platform):( g p )– construct a public/semi-public profile;
– articulate list of other users that they share a connection with;
– view the list of connections within the system
• Some sites allow users to upload pictures, add multimedia content or modify the lookand feel of the profile
• Social networks typically offer more than one channel of dissemination (thus they willbe considered platforms with many available dissemination channels):
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– Facebook: Pages, Groups, Share options
– LinkedIn and Xing are focused on professional use and fit the purpose of organizations
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Internet Forums and Discussion Boards
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Internet Forums and Discussion Boards
• Web applications managing user-generated content
• Early forums can be described as a web version of an email list or newsgroup
• Internet forums are prevalent in several countries: Japan, China
• Are governed by a set of rules
• Users have a specific designated role, e.g. moderator, administrator
• Common features
– Tripcodes and capcodes - a secret password is added to the user's name following aseparator character
– Private message
– Attachment
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– BBCode and HTML
– Emoticon or smiley to convey emotion
– RSS and ATOM feeds
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Group Communication
• Many-to-many
• Threaded conversations
U ll d i l i• Usually created on a particular topic
• Have different access levels
• Better for disseminating within a group that shares common interests as the purpose of the services is to enable collaboration, information sharing and discussions
• Similar in many ways to Discussion boards and Internet Forums
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Semantic Based Dissemination
Rich Snippets
• Snippets—the few lines of text that appear under every search result—are designedto give users a sense for what’s on the page and why it’s relevant to their query.to give users a sense for what s on the page and why it s relevant to their query.
• If Google understands the content on your pages, it can create rich snippets—detailed information intended to help users with specific queries.
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Semantic Based Dissemination
Overview
Formate.g. RDFa
I l t ti
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Implementatione.g. OWLIM
Vocabularye.g. foaf
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Semantic Based Dissemination
• Format is an explicit set of requirements to be satisfied by a material, product, or service.
The most known examples are RDF and OWL– The most known examples are RDF and OWL.
• A (Semantic Web) vocabulary can be considered as a special form of (usually light-weight) ontology, or sometimes also merely as a collection of URIs with an (usually informally) described meaning*.
– URI = uniform resource identifier
– Semantic vocabularies include: FOAF, Dublin Core, Good Relations, etc.
• Implementation realization of an application, plan, idea, model, or design.OWLIM a family of semantic repositories or RDF database management system
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– OWLIM - a family of semantic repositories, or RDF database management system
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* http://semanticweb.org/wiki/Ontology
Semantic Based Dissemination: Formats
RDFsRDFs1998
RDF
HTML Meta Elements
1999
RDF
2004
RDFaRDFa
2005
MicroformatsMicroformats
2007
OWLOWL
2008
SPARQLSPARQL
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2009
OWL 2OWL 2
2010
RIFRIF
2011
MicrodataMicrodata
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• A (Semantic Web) vocabulary can be considered a special form of (usually light-weight) ontology, or sometimes also merely as a collection of URIs with a (usuallyinformally) described meaning.
Semantic Channels: Vocabularies
• For us these vocabularies are channels (roughly a vocabulary corresponds to a platform and a term to a channel).
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Semantic Channels: Vocabularies
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... and a lot more
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Overview of Channels
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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 aanalysis of social media networks and social communities. It supports aquick overview and insight into topics and opinions on the social web.
• Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs, twitter, Facebook,
etc.)
Listening: is active, focused, concentrated attention for the purpose of
understanding the meanings expressed by a speaker.
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Social Media Monitoring
What are Social Media Monitoring Tools?
• Harness the wealth of information available online in the form of user-t d t tgenerated content
• These tools offer means for listening to the social media users, analyzing and measuring their activity in relation to a brand or enterprise
• Offer access to real customers opinions, complaints and questions, at real time, in a highly scalable way
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Social Media MonitoringChannels to analyze
MICROBLOGS
FORUMS/NEWSGROUPS
VIDEO SHARING
The Conversation
SOCIAL NETWORKS
WIKIS
VIDEO SHARING
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PHOTO SHARING
BLOGS MAINSTREAM MEDIA
SOCIAL MEDIA NEWSAGGREGATORS
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Channels to analyze
1. Social networks, e.g.:
• Facebook (Q1 2012):
• Twitter:
– 200 million Tweets per day (2011)• Facebook (Q1 2012):
– 526 million daily active users
– 3.2 billion Likes and Comments per day
– 500K comments per minute
– 200K Tweets per minute
• LinkedIn: 147 million users
• Google+: 170 million users
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– 700K status updates per minute
– 80K wall posts per minute
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Channels to analyze
2. Sharing networks, e.g.:
• YouTube:YouTube:
– 4 billion videos are viewed a day
– 100 million people take a social action on YouTube every week (likes, shares, comments, etc)
• Flickr: >6.500 new photos per minute
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• Pinterest: – 13 million users
– American users spend an average of 97.8 minutes
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Channels to analyze
3. Email lists
• 2172 million Email users
4. Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, FacebookGroups etc )• 2172 million Email users
• 3375 million Active email accounts
• 2.8 million emails per second
Groups, etc.)
• Forums: 2K posts per minute
• Yahoo! Groups:
– 9 million groups
– 113 million users
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• 90 trillion emails per year
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– 933 thousand unique visitors daily
Channels to analyze
5. News feeds
• Total Feeds*: 694 311
6. Blogs:
• >95 million blogs available onlineTotal Feeds : 694,311
• Atom Feeds*: 86,496
• RSS feeds*: 438,102 (63% of the total)
• 22K posts per minute
• Tumblr (Q2 2012):
– 55.9 Million blogs
– 23.3 Billion posts
– 20K posts per minute
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*source: http://www.syndic8.com
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• WordPress (Q2 2012)
– 73.724.911 WordPress sites
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Channels to analyze
7. Traditional mediums:
• TV:• TV:
– 365 TV channels licensed in Germany
• Radio:
– 822 Radio stations in Germany
Print medi ms (ne spapers maga ines)
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• Print mediums (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• News websites: >25.000
• Online radio stations: >2700 Online radio stations in Germany
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Social Media Monitoring
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FOUR ROLES FOR SEMANTIC TECHNOLOGIES
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Semantic Analysis
What a computer understands from text messages:
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bla bla bla...bla...
bla bla...
What is Semantic Analysis?
• Discovering facts in texts and other sources (audio, video, etc.)
• Deriving additional facts from them
• Somewhere in the Web the text fragment “Dieter is married to Anna” occurs(extracted statement)
• Named Entity Recognition tells us that Dieter is a (German) male given name, andAnna is a female given name (enriched with background knowledge)
• We can infer that Dieter and Anna are persons and– Dieter is male– Anna is female– Dieter is married to Anna– Anna is married to Dieter– What with “Anna-Marie is married with Dieter”?
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What with Anna Marie is married with Dieter ?(derive new facts)
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Semantic Analysis
– Topic detection
Typical tasks of Information Extraction from Natural Language:
p
– Named entity recognition
– Co-reference and Disambiguation
– Relation Extraction
– Sentiment detection and Opinion mining
– Social annotation
– Text summarization
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• Obviously all of them are needed in Social Media Analysis
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Semantic as a channel
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Semantic as a channel
• Not to be interpreted by humans, but machines that can make somethingout of it:
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• Publishing Linked Data can take various formats and vocabularies
The three dimensions
HTML Meta
Elements
1999
RDFsRDFs
1998RDFRDF
2004
RDFaRDFa
2005
MicroformatsMicroformats
2007
OWLOWL
SPARQL
Formate.g. RDFa
I l t ti
s
2008
SPARQL
2009
OWL 2OWL 2
2010
RIFRIF
2011
MicrodataMicrodata
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Implementatione.g. OWLIM
Vocabularye.g. foaf
... and a lot more
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Semantic Content Modelling
Separate content and channel.
Same Event
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Separating Symbol and Knowledge Level
Analogy 1 (for senior people in the audience)
“I am about to propose the existence of something called the knowledge level, within which knowledge is to be defined.” [Newell, 1982]
• Knowledge is intimately linked with rationality. Systems of which rationality can be posited can be said to have knowledge.
• At the knowledge level, knowledge is described functionally in terms of goals and rationality. Observer Agent
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g y
• At the symbol level, knowledge is described operational in terms of achieving the goals through a certain sequence of activities.
• Obviously, there are various ways to encode knowledge at the symbol level.
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Separating Content and Rendering
• Analogy 2 for juniors in the audience :– Content may be presented differently in different contexts.
– Therefore, it should be modeled independent from a specific representation
– Stylesheets connect content with a specific presentationy p p
• The number of digital publishing channels has increased exponentially in the past decade.
• Using semantics (i.e., an Ontology) to describe these channels.
• Automatic review and adjustment of content and dissemination to channels based on semantic match-making.
• Content-Channel mapping becomes an instance of Ontology alignment.
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SEMANTIC COMMUNICATION ENGINE INNSBRUCK (SCEI *SKY)
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Reference architecture
• SCEI is a reference architecture.
• A reference software architecture is a software architecture where the structures and respective elements and relations provide templates for concrete architectures in a particular domain.
• A reference architecture consists of a list of functions and some indication of their interfaces (or APIs) and interactions with each other and with functions located outside of the scope of the reference architecture.
• SCEI provides a semantic engagement engine applicable to various domains and tasks
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domains and tasks.
• Core of its efficiently and flexibility is its separation of concern.
• And the proper separation and alignment of form and substance.
• In total, SCEI is based on three different types of functionalities.
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SCEI *sky
• Infrastructure– The infrastructure layer provides basic functionalities needed by the other
f ti litifunctionalities.
– The infrastructure layer is responsible for separating and multiple alignments of communication content and communication channels.
• Communication– The communication layer used the basic functionality of the infrastructure layer to
implement the on-line communication of an agent.
– It combines these elements into useful patterns of on-line interactions.
– It supports exchange of meaning.
• Engagement
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• Engagement – turns communication into cooperation.
– Workflow
– Crow sourcing
– Value generation through on-line cooperation.
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Customization of the Architecture
• To derive concrete products and services from the reference architecture it must be instantiated for Application types (Tasks) and Domains.
• Task customization:– Advertisement
– Customer Relationship Management
– Revenue management
– Brand management
– Reputation management
– Quality management
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• Domain Customization: E.g., eTourisms.
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Infrastructure
Infrastructure
ContentChannels
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• Content can be down-/and uploaded from GUIs, Repositories, CMSs, and others
• Channels are the millions of on-line communication possibilities
Tracing a conversation is crucial for making communication effective and efficient, and is therefore required for
Communication
• Communication has a history
• The communication history IS the trace
• Communication must be remembered otherwise it is meaningless
Multi-ChannelPublishing
Social MediaMonitoring
Communication• Active and reactive
communication• Tracing the communication
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Communication - Multi-Channel Switch
(Online) Communication is scattered over multiple, often very different channels.
Communication
• Agents are challenged to disseminate information over all appropriate channels.
• Activities of all channels the agent is active in must be monitored.
I t F db k d
Multi-ChannelPublishing
Social MediaMonitoring
Communication• Active and reactive
communication• Tracing the communication
• Multi-channel switch
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• Impact, Feedback and Responses need to be collected from all channels.
• E.g., switch from a public tweet to a private email response.
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Communication - Multi-Agent
• Communication requires at least two agents: a speaker and a listener.
Communication• Active and reactive communication
• Tracing the communication• However, communication does
not occur in a void – thus the initial model may never occur in real life as there may always be more than one listener or more than one agent.
• Agents may receive responses from multiple listeners that may
Multi‐ChannelPublishing
Social MediaMonitoring
• Tracing the communication• Multi‐channel switch
• Multi‐agent
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from multiple listeners that may also listen and start to interact with each other.
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Communication Patterns
• In software engineering, a design pattern is a general reusable solution to a commonly
Communication• Active and reactive communication
• Tracing the communicationsolution to a commonly occurring problem within a given context in software design.
• It is a description or template for how to solve a problem that can be used in many different situations.
• So patterns are formalized best
Multi‐ChannelPublishing
Social MediaMonitoring
• Tracing the communication• Multi‐channel switch
• Multi‐agent• Patterns
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So patterns are formalized best practices that you must implement yourself in your application.
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• Based on this definition of Software design patterns we introduce at this point the idea of the communication patterns.
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Communication Patterns
• The communication patterns could be a way to facilitate the responsephase of an enterprise.
• A rich set of communication paradigms that address different types ofissues by describing workflows of interaction with customers orpotential customers.
• It should be a dynamic set of patterns in the sense that it is beingextended and altered continuously according to the needs of thecustomers and the nature of the issues that are arising.
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Communication patterns
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Engagement
Engagement
Workflow management
Crowdsourcing
Value-chain generation
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Engagement Workflow management
What is Workflow management?
• A workflow consists of a sequence of concatenated (connected) steps*• A workflow consists of a sequence of concatenated (connected) steps*.
• Workflow management refers to the process of assigning, tracking and
responding to social media streams, usually in a team environment in
order to prevent double responses and missed opportunities. It is crucial
for an enterprise tool to promote team productivity through collaboration.
• Example: Bad review
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p
*http://en.wikipedia.org/wiki/Workflow
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Engagement - Crowdsourcing
What is Crowdsourcing?
• Crowdsourcing is the act of taking a job traditionally performed by a• Crowdsourcing is the act of taking a job traditionally performed by a
designated agent (usually an employee) and outsourcing it to an
undefined, generally large group of people in the form of an open call.
• The application of Open Source principles to fields outside of software.
Howe (2008, 2009)
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Engagement - Crowdsourcing
Amazon Mechanical Turk
Amazon’s Mechanical Turk is a market in which anyone can post tasks to be• Amazon s Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them.
• The inspiration of the system was to have users complete simple tasks that would otherwise be extremely difficult (if not impossible) for computers to perform.
• A number of businesses use Mechanical Turk to source thousands of micro-tasks that require human intelligence, for example to identify objects in images find relevant information or to do natural language processing
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images, find relevant information, or to do natural language processing.
• Mechanical Turk has more than 500,000 people in its workforce. Their median wage is about $1.40 an hour.*
• Example: Turn a text into a tweet.
*http://www.economist.com/node/21555876
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Engagement Value-Chain generation
“A value chain is a chain of activities for a firm operating in a specific industry.
The business unit is the appropriate level for construction of a value chain notThe business unit is the appropriate level for construction of a value chain, not
the divisional level or corporate level. Products pass through all activities of
the chain in order, and at each activity the product gains some value. The
chain of activities gives the products more added value than the sum of the
independent activities' values.”
Wikipedia
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Engagement Value-Chain generation
• The value chain generation lays on top of the other layers (i.e. workflow
management, crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers.
• The ultimate target for keeping the customers happy and engaged to the
brand is to increase the revenue. Thus, it is important to have a layer on top
of the communication that transforms long-term relationships into economic
transactions and new opportunities for the enterprise.
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• For example, for a hotelier this layer could be the bookability of his services.
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SCEI - Summary
ment
Value-chain generation
Communication• Active and reactive
communication• Tracing the communication
• Multi-channel switch• Multi-agent
• Pattern
Engagem
Workflow management
CrowdsourcingMulti-Channel Publishing Social MediaMonitoring
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Infrastructure
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SEEKDA SOCIAL AGENT
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• Total overnight stays 126 Mio (42,7 Mio in Tyrol)
• Travel intensity per inhabitant (number of overnight stays divided by the id t l ti ) T t l 16 (63 i T l)
Facts and Figures on Tourism in Austria and Tyrol
resident population): Total 16 (63 in Tyrol)
• Direct employment in tourism: Total 307.000
• Direct spendings of foreign and resident visitors: 30.586.000.000 €
• Direct percentage of overall GDP through tourism: 7.4%