10/21/2012

The Crazy Hotelier

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

HOTEL
RECEPTION


The Crazy Hotelier

- telephone

HOTEL
RECEPTION


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10/21/2012

The Crazy Hotelier

- telephone
- email

HOTEL
RECEPTION


The Crazy Hotelier

- telephone
- email
- fax

HOTEL
RECEPTION


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10/21/2012

The Crazy Hotelier

- telephone
- email
- fax
- hotel website

HOTEL
RECEPTION


The Crazy Hotelier

- telephone
- email
- fax
- hotel website
- review sites

HOTEL
RECEPTION


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10/21/2012

The Crazy Hotelier

- telephone
- email
- fax
- hotel website
- review sites
- booking sites

HOTEL
RECEPTION


The Crazy Hotelier

- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- social network sites

HOTEL
RECEPTION


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10/21/2012

The Crazy Hotelier

- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- blogs

HOTEL
RECEPTION


The Crazy Hotelier

- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- blogs
- fora & destination sites

HOTEL
RECEPTION


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10/21/2012

The Crazy Hotelier

- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- blogs
- chat

HOTEL
RECEPTION


The Crazy Hotelier

- telephone
- email
- fax
- hotel website
- review sites
- booking sites
- blogs
- chat
- video & photo sharing

HOTEL
RECEPTION


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10/21/2012

The Crazy Hotelier

The Hotelier doesn’t
only have to deal with
an overwhelming
number of
communication
channels, but also has
to pay up to 15% sales
commissions to the
booking sites!

HOTEL
RECEPTION


The Crazy Hotelier

Tyrol:
-> 40 million overnight stays
-> 3 billion € transaction
volume
-> 70 million € sales
commission

HOTEL
RECEPTION


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10/21/2012

(Mulpuru, Harteveldt, & Roberge, 2011)

Call this “the growth of the multichannel monster”


Content

1. Multi-channel Dissemination

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

3. Four Roles for Semantics

4. Semantic Communication Engine Innsbruck (SCEI*sky)

5. Seekda Social Agent (SESA)

6.
6 Summary


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10/21/2012

MULTI-CHANNEL DISSEMINATION


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 which
involves a sender and a receiver.

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

• There are various types of such channels.

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

www.sti-innsbruck.at

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10/21/2012

Dissemination

Classification of channels by the type of service they provide:
–Static Broadcasting
St ti B d ti

–Dynamic Broadcasting

–Sharing

–Collaboration

–Social Networks

–Internet Forum and Discussion Boards
Internet

–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


Static Broadcasting

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

• More modern means: printed press, newspapers, journals

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


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10/21/2012

Static Broadcasting

Homepage Example

Static Website Example
St ti W b it E l

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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10/21/2012

Dynamic Communication

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

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

• News Feeds (f.e., RSS)
• Newsletters
• Email / Email lists
• Podcasts
• Microblogs (twitter, tumblr, …)
• Blogs
• Social networks
• Chat and instant messaging applications
(skype, messenger, …)


Sharing

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

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


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Sharing

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

• Examples:
– Flickr, Pinterest – means of exchanging photos, visible to all users (no account necessary),
allows users to post comments;
– Slideshare – channel for storing and exchanging presentations;
– YouTube and VideoLectures – sharing videos, all users can see the posted videos and leave
comments on the websites
– Social Bookmark sites: e.g. delicious, digg, StumbleUpon
– Social News websites: e.g. reddit


Dissemination through Collaboration

Wiki
• “Wiki” = Hawaiian word for “fast” of “quick”.
• Described by the developer of the first wiki software Ward Cunningham as the
software, Cunningham,
“simplest online database that could possibly work”*.
• Websites whose users can add, modify or delete content via a web browser using
simplified markup language or a rich-text editor.
• Most of the content is created collaboratively.
• Often used for internal collaboration, however, when public also
an indirect means for dissemination.

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

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10/21/2012

Social Networks

• Provide a community aspect, i.e. forms a community that shares information in a
multi-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 look
and feel of the profile

• Social networks typically offer more than one channel of dissemination (thus they will
be considered platforms with many available dissemination channels):
– Facebook: Pages, Groups, Share options
– LinkedIn and Xing are focused on professional use and fit the purpose of organizations


Internet Forums and Discussion Boards

• Web applications managing user-generated content
• Early forums can be described as a web version of an email list or newsgroup
• Internet forums are prevalent in several countries: Japan, China
• Are governed by a set of rules
• Users have a specific designated role, e.g. moderator, administrator


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10/21/2012

Group Communication

• Many-to-many
• Threaded conversations
• Usually created on a particular topic
U ll d i l i
• Have different access levels
• Better for disseminating within a group that shares common interests as the purpose
of the services is to enable collaboration, information sharing and discussions
• Exampled: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups,
Xing Groups.
• Similar in many ways to Discussion boards and Internet Forums


Semantic Based Dissemination

Rich Snippets

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

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


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Semantic Based Dissemination

Overview

• Format is an explicit set of requirements to be
satisfied by a material, product, or service.
– The most known examples are RDF and OWL.
Format
e.g. RDFa • 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*.

Implementation
I l t ti
e.g. OWLIM

• Implementation realization of an application, plan,
Vocabulary idea, model, or design.
e.g. foaf


Semantic Based Dissemination: Formats

RDFs
1998
RDF
1999
RDFa
2004
Microformats
2005
HTML Meta OWL
Elements 2007
SPARQL
2008
OWL 2
2009
RIF
2010
Microdata
2011

RDFa lite June 2012


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10/21/2012

Semantic Channels: Vocabularies

• 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 (usually
informally) described meaning.

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


Semantic Channels: Vocabularies

... and a lot more

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10/21/2012

Overview of Channels


SOCIAL MEDIA MONITORING


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10/21/2012

What is Social Media Monitoring?

Definition*

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

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


Social Media Monitoring

• Social Media Monitoring tools facilitate the listening of what people say
about various topics in the social media sphere (blogs, twitter, Facebook,
etc.)
• Listening: is active, focused, concentrated attention for the purpose of
understanding the meanings expressed by a speaker.


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10/21/2012

Channels to analyze

FORUMS/NEWSGROUPS

MICROBLOGS
VIDEO SHARING

SOCIAL NETWORKS

WIKIS

SOCIAL MEDIA NEWS
PHOTO SHARING AGGREGATORS

BLOGS MAINSTREAM MEDIA


Channels to analyze

1. Social networks, e.g.:
• Twitter:

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

– 526 million daily active users

• LinkedIn: 147 million users
– 3.2 billion Likes and Comments per
day

– 500K comments per minute • Google+: 170 million users

– 700K status updates per minute

– 80K wall posts per minute


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10/21/2012

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


Channels to analyze

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

• Forums: 2K posts per minute

• 3375 million Active email • Yahoo! Groups:
accounts
– 9 million groups

• 2.8 million emails per second – 113 million users

– 933 thousand unique visitors daily
• 90 trillion emails per year


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10/21/2012

Channels to analyze

5. News feeds 6. Blogs:

• >95 million blogs available online
• Total Feeds*: 694,311
Feeds : 694 311
• 22K posts per minute

• Atom Feeds*: 86,496 • Tumblr (Q2 2012):

– 55.9 Million blogs
• RSS feeds*: 438,102 (63% of – 23.3 Billion posts
the total)
– 20K posts per minute

• WordPress (Q2 2012)

– 73.724.911 WordPress sites

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


Channels to analyze

7. Traditional mediums: 8. Online News:

• TV: • News websites: >25 000
>25.000

– 365 TV channels licensed in Germany

• Online radio stations:
• Radio: >2700 Online radio
stations in Germany
– 822 Radio stations in Germany

• Print medi ms (ne spapers magazines)
mediums (newspapers, maga ines)

– 382 Daily newspapers in Germany

– 4180 Weekly magazines in Germany


23

10/21/2012



FOUR ROLES FOR SEMANTIC
TECHNOLOGIES


24

10/21/2012

Semantic Analysis

What a computer understands from text messages:

bla bla bla...
bla...
bla bla...


Semantic Analysis

• Discovering facts in texts and other sources (audio, video, etc.)
• Deriving additional facts from them
• Somewhere in the Web the text fragment “Dieter is married to Anna” occurs
(extracted statement)
• Named Entity Recognition tells us that Dieter is a (German) male given name, and
Anna is a female given name (enriched with background knowledge)
• We can infer that Dieter and Anna are persons and
– Dieter is male
– Anna is female
– Dieter is married to Anna
– Anna is married to Dieter
– What with “Anna-Marie is married with Dieter”?
Anna Marie Dieter ?
(derive new facts)


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10/21/2012

Semantic Analysis

Typical tasks of Information Extraction from Natural Language:

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

• Obviously all of them are needed in Social Media Analysis


Semantic as a channel


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10/21/2012

Semantic as a channel

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

• Publishing Linked Data can take various formats and vocabularies


The three dimensions
RDFs
1998
RDF
1999
RDFa
2004
Microformats
HTML 2005
Meta OWL
Element 2007
s SPARQL
2008
OWL 2
Format 2009
RIF
e.g. RDFa 2010
Microdata
2011

Implementation
I l t ti
e.g. OWLIM

Vocabulary
e.g. foaf
... and a lot more


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10/21/2012

Semantic Content Modelling

Separate content and channel.

Same Event


Separating Symbol and Knowledge Level

Analogy 1 (for senior people in the audience)
“I am about to propose the existence of something called the knowledge level,
within which knowledge is to be defined.” [Newell, 1982]

• Knowledge is intimately linked with
rationality. Systems of which
rationality can be posited can be
said to have knowledge.
• At the knowledge level, knowledge
is described functionally in terms
of goals and rationality.
g y Observer Agent
• 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 p
y p presentation
• Content:
<html><head>
<link rel="stylesheet" type="text/css" href="/tryit.css" /></head>
<body>
<div itemscope itemtype="http://schema.org/Person">
<img src="http://www.fensel.com/dieter.jpg" itemprop="image" />
Title: Prof. Dr.
Name: Dieter Fensel
Nationality: German
Birthdate: October 1960
Address: 
Technikerstr. 21a,
6020
Innsbruck,
Tirol

Tel.: +43 512 507 6485
E-Mail: <a href="mailto:dieter.fensel@sti2.at" itemprop="email">dieter.fensel@sti2.at</a>
WWW: <a href="http://www.fensel.com/" itemprop="url">http://www.fensel.com/</a>
</div></body><html>



• Style Sheet 1:
body
{
background-color: rgb(220,220,255);
font family: Times
font-family:"Times New Roman";
Roman ;
font-size:20px;
}

img { float: right; }

span[id="property"]
{
display: block;
font-style: italic;
}

span[itemprop]
{
font-weight: bold;
font style:
font-style: normal;
}

a:link
{
color: green;
font-style: normal;
font-weight: bold;
}


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10/21/2012


• Style Sheet 2:
body
{
font-family:"Calibri";
font size:25px;
font-size:25px;
}

img
{
float: left;
width: 120px;
margin-right: 50px;
}

span[id="property"]
{
margin-right: 40px;
float: left;

}

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

a:link
{
font-style: italic;
font-weight: bold;
}


Use an Ontology to model the content


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Use a weaver to align content and channels

Branch specific Ontology

Distribute content Collect feedback
Weaver +
statistics

Web/Blog Social Web Web 3.0/Mobile/Other


Semantic Channel Modelling

Branch specific Ontology

Matcher +
statistics



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10/21/2012

Semantic Channel Modelling

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

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

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

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


Infrastructure

Channels
Content

SEMANTIC COMMUNICATION
ARCHITECTURE INNSBRUCK
(SCAI *SKY)

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Reference architecture

• SCAI is a reference architecture.
• A reference software architecture is a software architecture where the
structures and respective elements and relations provide templates for
concrete architectures in a particular domain.
• A reference architecture consists of a list of functions and some
indication of their interfaces (or APIs) and interactions with each other
and with functions located outside of the scope of the reference
architecture.
• SCAI provides a semantic engagement engine applicable to various
domains and tasks
tasks.
• Core of its efficiently and flexibility is
– its separation of concern.
– and the proper separation and alignment of form and substance.


SCAI is based on three different types of
functionalities.

• Infrastructure
– The infrastructure layer provides basic functionalities needed by the other
functionalities.
f ti liti
– 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
– turns communication into cooperation.
– Workflow
– Crow sourcing
– Value generation through on-line cooperation.


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Customization of the Architecture

• To derive concrete products and services from the reference
architecture it must be instantiated for Application types (Tasks) and
Domains.
• Task customization:
– Advertisement
– Customer Relationship Management
– Revenue management
– Brand management
– Reputation management
– Quality management
• Domain Customization: E.g., eTourisms.


Infrastructure

Infrastructure

Channels
Content

• Content can be down-/and uploaded from GUIs,
Repositories, CMSs, and others
• Channels are the millions of on-line communication
possibilities

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10/21/2012

Infrastructure

Infrastructure

Weaver

Channel Manager
- Integrates
Content Manager
- Import Content
- Personalizes
- Export Content
- Interacts
- Describes Channels

Channels
Content


Infrastructure – Weaver

• Separating content from channels also requires the explicit alignment of
both.
• This is achieved through a weaver.
• A weaver is
– an uni-set of tuples describing bi-directional content-channel mappings,
– an execution engine for these tuples,
– a GUI to define these tuples, and
– a management and monitoring component for these tuple sets.


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Communication

• Meaningful communication requires often more than just a single and
isolated act of exchanging information.
– It can be active or reactive (Dissemination, Social Media Monitoring, and its
integration)
– It has a trace, a history
– It needs multi-channel switch
– It is bi-directional and multi-agent
– It is based on patterns of successful interaction styles (campaigning versus individual
interaction, etc.)


Dissemination and Social Media Monitoring

Dissemination and Social Media Monitoring

FORUMS/NEWSGROUPS

MICROBLOGS
VIDEO SHARING

SOCIAL NETWORKS

WIKIS

PHOTO SHARING SOCIAL MEDIA NEWS
AGGREGATORS

MAINSTREAM MEDIA
BLOGS

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

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Communication - Integration of Publication and
Monitoring

Communication
• Active and reactive
communication

Multi Channel
Multi-Channel Social Media
Publishing Monitoring


Feedback

Example of
Active
Communication
performed by a
hotelier on
Facebook


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10/21/2012

Feedback

Customer
response to the
hotel’s message


Response

Transmitter: guest at
hotel

Reactor: hotelier

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

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10/21/2012

Communication - Trace

Tracing a conversation is crucial for
making communication effective and
efficient, and is therefore required for
Communication
• Communication has a history communication
• Tracing the communication
• The communication history IS the
trace
• Communication must be
Multi-Channel Social Media
remembered otherwise it is
meaningless


Communication - Multi-Channel Switch

(Online) Communication is scattered
over multiple, often very different
channels.
Communication
• Agents are challenged to communication
disseminate information over all • Multi-channel switch
appropriate channels.
• Activities of all channels the
agent is active in must be Multi-Channel Social Media
monitored. Publishing Monitoring
• Impact, Feedback and
I t F db k d
Responses need to be collected
from all channels.
• E.g., switch from a public tweet
to a private email response.


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10/21/2012

Communication - Multi-Agent

• Communication requires at least
two agents: a speaker and a Communication
listener. • Active and reactive communication
Tracing the communication
• However, communication does • Multi‐channel switch
• Multi‐agent
not occur in a void – thus the
initial model may never occur in
real life as there may always be
Multi‐Channel Social Media
more than one listener or more
than one agent.
• Agents may receive responses
from multiple listeners that may
also listen and start to interact
with each other.


Communication Patterns

• In software engineering, a design
pattern is a general reusable Communication
• Active and reactive communication
solution to a commonly • Tracing the communication
Tracing the communication
• Multi‐channel switch
occurring problem within a • Multi‐agent
• Patterns
given context in software design.
• It is a description or template
for how to solve a problem that Multi‐Channel Social Media
can be used in many different
situations.
• So patterns are formalized best
practices that you must
implement yourself in your
application.
• 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 response
phase of an enterprise.
• A rich set of communication paradigms that address different types of
issues by describing workflows of interaction with customers or
potential customers.
• It should be a dynamic set of patterns in the sense that it is being
extended and altered continuously according to the needs of the
customers and the nature of the issues that are arising.


Engagement
Engagement

Value-chain generation

Crowdsourcing
Workflow management


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Engagement
Workflow management

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

• Workflow management refers to the process of assigning, tracking and
responding to social media streams, usually in a team environment in
order to prevent double responses and missed opportunities. It is crucial
for an enterprise tool to promote team productivity through collaboration.
• Example: Bad review

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


Engagement - Crowdsourcing

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

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 not
chain,
the divisional level or corporate level. Products pass through all activities of
the chain in order, and at each activity the product gains some value. The
chain of activities gives the products more added value than the sum of the
independent activities' values.”

Wikipedia


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Engagement
Value-Chain generation

• The value chain generation lays on top of the other layers (i.e. workflow
management, crowdsourcing and communication patterns) and reflects the
aim of the enterprise to monetize their activities through these layers.

• The ultimate target for keeping the customers happy and engaged to the
brand is to increase the revenue. Thus, it is important to have a layer on top
of the communication that transforms long-term relationships into economic
transactions and new opportunities for the enterprise.

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


SCEI - Summary

Communication
communication
• Multi-channel switch
• Multi-agent
ment

• Pattern
Value-chain generation
Engagem

Multi-Channel Publishing Social Media
Monitoring
Crowdsourcing
Workflow management

Infrastructure


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SEEKDA SOCIAL AGENT


Facts and Figures on Tourism in Austria and Tyrol

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

• Travel intensity per inhabitant (number of overnight stays divided by the
resident population): T t l 16 (63 i T l)
id t l ti ) Total in Tyrol)

• Direct employment in tourism: Total 307.000

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

• Direct percentage of overall GDP through tourism: 7.4%


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Facts and Figures on Tourism in Austria and Tyrol

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


Multi-channel booking problem

• Hotels are facing the multi-channel booking problem

• More than 100 different booking channels available

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

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

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


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The multi-channel solution for hotel-industry
internet distribution

seekda!
connect


seekda connect

• Automatic support for online booking on multiple channels

• One single entry point providing direct connections to
different booking platforms

• Simple, Web-based user interface for management of
bookings


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Direct bookability for hotels

• Booking quickly and directly via hotel Web sites
• Seekda producs for direct bookability:
– Dynamic Shop
– Dynamic Shop Mobile
• Benfits:
– Hotels do not give part of their profit to booking chanells
– Guests spend less time in
booking using the instant
booking engine solution of
seekda


Direct bookability for hotels

• Challenges:
– Does the customer find the hotel web site?
– Does the customer trust the web site?
– Are his/her requests properly answered?
– Is his/her feedback taken serious and form a positive review of the hotel?

• Multi-channel communication tools can improve revenues and benefits
within the hospitality industry by:
– Increasing the on-line visible presence of hotels
– Make hotels offers visible to a broader audience via multiple channels
– Attract potential guests to hotel websites and thus increase direct bookability
– effective and targeted on-line marketing


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Multi Channel Communication and Yield
Management

SCAI *sky +

holistic
h li i multi-channel communication
li h l i i
and revenue management for the hotelier


Touristic Portal

• Multi-channel communication (SCAI *sky)

• seekda booking engine

• Linked Open Data (LOD)

• On the fly service integration as you pay

• Everything integrated into a comprehensive map


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10/21/2012

Multi-channel communication

SCEI Branch specific concepts

Weaver +
statistics



seekda booking engine - direct bookability for
hotels

• Booking quickly and directly via
hotel Web sites

• Seekda producs for direct
bookability:
– Dynamic Shop
– Dynamic Shop Mobile

• Benfits:
– Hotels do not give part of their
p
profit to booking chanells
g
– You do not loose the guest
having him booking other hotels


50

10/21/2012

Linked Open Data (LOD)

• Use LOD to integrate and lookup data
about
– places and routes
– time-tables for public transport
– hiking trails
– ski slopes
– points-of-interest


Linked Open Data (LOD) - data sets

• Open Streetmap
• Google Places
• Databases of government
– TIRIS
– DVT
• Tourism & Ticketing association
• IVB (busses and trams)
• OEBB (trains)
• Ärztekammer
• Supermarket chains: listing of products
• Hofer and similar: weekly offers • Innsbruck Airport (travel times, airline
• ASFINAG: Traffic/Congestion data schedules)
• Herold (yellow pages)
(y p g ) • ZAMG (Weather)
• City archive • University of Innsbruck (Curricula,
student statistics, study possibilities)
• Museums/Zoo
• IKB (electricity, water consumption)
• News sources like TT (Tyrol's major daily
newspaper) • Entertainment facilities (Stadtcafe,
Cinema...)
• Statistik Austria
• Special offers (Groupon)


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10/21/2012

On the fly service intergation as you pay

• Data and services from destination
sites integrated for recommendation
and booking of
– Hotels
H t l
– Restaurants
– Cultural and entertainment events
– Sightseeing
– Shops

• Two integration approaches:
– ad-hoc service integration: via Web
scrapping as a quick integration
solution
– via APIs and backend integration
for a long term, durable solution


Everything integrated: Tourist Map Austria

• Based on Open
Street Map


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10/21/2012


• Based on Open
Street Map
• Increase on-line
visibility for hotel and
destination via multi-
channel
communication -
SCAI

SCAI


• Based on Open
Street Map
channel
communication -
SCEI
• Hotels, ski passes,
etc. directly bookable
– seekda engine

SCEI

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10/21/2012


• Based on Open
Street Map
channel
communication -
SCEI
– seekda engine
• LOD to integrate and
lookup data about
hiking trails, ski
slopes, etc.

SCEI LOD



• Based on Open
Street Map
channel
communication -
SCEI
– seekda engine
• LOD to integrate and
lookup data about
hiking trails, ski
slopes, etc.
• On the fly service
integration as you pay

SCEI LOD


54

10/21/2012

6. SUMMARY


Summary

• The multi-channel monster can be seen as a threat of:
– Failing to be properly present (active and passive) in a multitude of opportunities
– Spending a non-justify effort on achieving the former
– Going out of business in both cases (even if for different reasons)
• We propose a scalable solution for this based on using semantics.
• Core is the separation of content and channel and its explicit
interweavement.
• For our approach, semantics is a corner stone but requires many
additional services and layers to actually provide its potential.
• Together with Seekda we are currently focusing on the eTourisms
domain, however, other verticals may follow.
• In general, we target domains (verticals) with many SMEs that need to
intensively interact with their customers on-line.


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How to Domesticate the Multi Channel

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