dissemination handouts v1

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Multi-channel Publishing / Dissemination

Carmen Brenner, Dieter Fensel, AndreeaGagiu, Birgit Leiter, Ioannis Stavrakantonakis

www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at

Multi-Channel Publishing / Dissemination

Overview1. Introduction

2. What is dissemination?

3. Why do it?

4. How is it done?

5 Classification of Dissemination Channels

www.sti-innsbruck.at

5. Classification of Dissemination Channels

6. Pitfalls of dissemination

7. Measuring impact of dissemination

8. SummaryImage taken from: http://www.rgbstock.com

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Introduction

• The Last 200 years have strongly revolutionized international transport andcommunication .

• Fax Phone and most of all the Internet have radically changed our communication• Fax, Phone and most of all the Internet have radically changed our communicationpossibilities.

• More and more communication has been freed from geographical barriers that formerly limited their speed and expansion.

• But new means also generate new challenges:– the number of channels has grown exponentially,

– communication has changed from unilateral


g

mode to an increasingly fully bilateral communication,

– the contents of communication becomes more andmore granular

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Introduction

• Times where a Business unit communicates through only one or two channels withhis customers have passed. (Potential) customers:

– Search Information on your website

– Send an email requestSend an email request

– Get advised by a chat-agent

– Visit your Business in person

– Call your call center

– Read your newsletter

– Write to you on facebook

– Retweet your comment on twitter

– …


• And the multi-channel monster is still growing!

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3. Why do it?

4. How is it done?







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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 one


broadcasting 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.

www.sti-innsbruck.at 7

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




3. Why do it?

4. How is it done?







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Why Do It?

Purpose of Dissemination

• Dissemination for Awarenessf f– 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


g p j

• 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




3. Why do it?

4. How is it done?







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How Is It Done?

Components of Effective Dissemination Plan

• Focus on the needs of the target audience and present in an appropriate manner( i i t l d i f ti l l )(using appropriate language and information levels).

• Include various dissemination methods, including written information, electronicmedia, and person-to-person contact.

• Include both proactive and reactive dissemination channels

• Leverage existing resources, relationships, and networks fully.

• Include effective quality control mechanisms.


q y

• They include sufficient information so that the reader/user can determine the basicprinciples underlying specific practices and the settings in which these practices maybe used most productively.

• They establish links to resources that may be needed to implement the information.

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3. Why do it?

4. How is it done?







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Classification of Dissemination Channels

Classified by the type of service they provide:

• Static Broadcasting

• Dynamic Broadcasting

• Sharing

• Collaboration

• Social Networks

• Internet Forums and Discussion Boards


• Online Discussion Groups

• Semantic-based Dissemination

• Overview of Channels

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Image taken from: http://www.williamsclass.com/SixthScienceWork/Classification/ClassificationNotes/images/classify%20file%20cabinets.jpg

Static Broadcasting

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

• More modern means: printed press, newspapers, journals


• Online static dissemination: websites and homepages….

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Static Broadcasting

Homepages / Static Websites

Online Broadcasting – Static Websites

• Powerful tool for reaching the target audience and promoting the project

• Primarily used to provide information about the project and news of its activities andoutcomes.

• There is the temptation to present the information in order to “wow” the visitor

• BUT!: users tend to prefer good content in a simple, clear and easy-to navigateinterface (Keep It Simple, Stupid!)


• Although created through a collaborative process, Wiki websites can be consideredstatic forms of online broadcasting as the information contained in them remains thesame for long periods of time (i.e. the collaboration process is mostly employed foradding new data or editing/correcting existing one).

• Wikipedia is an equally important channel that should be mentioned (although articlesare created through a collaborative process)

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

Static Broadcasting

Homepage Example

St ti W b it E l


Static Website Example

The same hotel mentioned on Wikitravel’s entry for

Innsbruck

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Static Broadcasting


Entry in Wikipedia for Hotel Goldener Adler


Static Broadcasting


Entry in Wikipedia forDieter Fensel


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Dynamic Broadcasting

• Small piece of content that is dependent upon constraints such as time and location.

• With Web 2.0 technologies have created dedicated means for publishing streams andinteracting with content generated by users.

• Blogs: pages where people present their ideas, views and opinions on a particularsubject

• News: pages where facts or factual information is provided

• BUT: Producing high quality content for a blog on a regularly basis is time consuming


• BUT: Producing high-quality content for a blog on a regularly basis is time-consumingand costly

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


Good practices:

• Each new item has its own URL (in order to be bookmarked, shared, returned insearch results etc )search results, etc.)

• Should contain a pointer to a more detailed description about the information itemsdescribed;

• Each new item is archived

• Each new item can be indexed by search engines

• Each new item is types (through the use of the information model)

• Each new item is categorized (using folksonomy)


• Each post can be directly shared, liked, added to favorites.

• News can be searched for, sorted and filtered

• Important news items stay at the top to highlight main announcements

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Source: http://oc.sti2.at/images/c/c7/STI_International_On-line_Communication_Handbook.pdf

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Channels/Tools – An overview

• Examples of tools (organized consideringfirst the length of message and second –first the length of message and secondthe level of interactivity):

– News Feeds

– Newsletters

– Email / Email lists

– Microblogs

– Blogs

– Social networks

– Chat and instant messaging applications



News Feeds

• RSS (Rich Site Summary) Feeds:

– a family of web feed formats used to deliver regularly changing web content.

– Many websites and blogs offer users the option of subscribing to their RSS feed.

– The content is syndicated automatically – the user does not have to visit each websitemanually

– RSS Readers are available for different platforms:

• PC readers: Amphetadesk, FeedReader, NewsGator

• Web-based readers: My Yahoo, Bloglines, Google Reader


– Includes full or summarized text, plus metadata (publishing dates and authorship)

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

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News Feeds

<?xml version="1.0" encoding="UTF-8" ?>

<rss version="2 0"><rss version= 2.0 >

<channel>

<title>RSS Title</title>

<description>This is an example of an RSS feed</description>

<link>http://www.someexamplerssdomain.com/main.html</link>

<lastBuildDate>Mon, 06 Sep 2010 00:01:00 +0000 </lastBuildDate>

<pubDate>Mon, 06 Sep 2009 16:45:00 +0000 </pubDate>

<ttl>1800</ttl>

<item>

<title>Example entry</title>


<title>Example entry</title>

<description>Here is some text containing an interesting description.</description>

<link>http://www.wikipedia.org/</link>

<guid>unique string per item</guid>

<pubDate>Mon, 06 Sep 2009 16:45:00 +0000 </pubDate>

</item>

</channel>

</rss>

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Newsletters

• The newsletter is an instrument used to regularly exchange information among themembers of a communitymembers of a community

• It constitutes the primary means of collecting and spreading the results achievedthrough network activities.

• The main objectives of the Newsletter are:– to report the main activities promoted and undertaken

– to widely disseminate information about published papers (position papers, state of the artreviews) of researchers involved in the network.

W b it h th ibilit t b ib t th N l tt d t ti ll


• Website users have the possibility to subscribe to the Newsletter and automaticallyreceive each issue in their mailbox.

• Users should have the option of subscribing and unsubscribing

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Email/Email lists

• Email: means of exchanging digital messages from a sender to one or multiple recipientsrecipients

• (Electronic) Mailing lists: collection of names and (email) addresses used to sendmaterial to multiple recipients.

– Announcement lists (Newsletters, periodicals, advertising – used primarily as a one-wayconduit of information and can be “posted to” by selected people) vs. Discussion lists (anysubscriber can post)

– Can be self-hosted (e.g. GNU Mailman) or third-party hosted (as part of notifications for Google groups, Yahoo! Groups )

– Requires users to subscribe to the list


Requires users to subscribe to the list.

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Email/Email lists

• Well established means for dissemination within a predetermined group

• Since email lists are mostly not accessible to awider audience, they should be ignored forexternal use and focus should be primarily onexternal means of communication

• Email is a good method of sharing information ona one-to-one basis (e.g. mail this website to afriend)

• Requires members to subscribe to a mailing list


friend)

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• Despite their obvious strength, in the age of information overload and spam, mailinglists will not perform efficiently if they are not carefully targeted and offer recipientsthe option to subscribe/ unsubscribe whenever they wish.

• Note!: there are legal requirements associated with the possibility tosubscribe/unsubscribe and the storage of and access to personal data [EuropeanCommission, n.d.]


Microblogging

• Broadcast medium similar to blogs

• The difference between microblogging and an actual blog is in the size of thecontent in both actual and aggregate files.

• The actual messages are called microposts.

• Commercial microblogs exist to promote websites, services, products orcollaboration within an organization.

• Can contain a wide range of topics.


• Low effort to participate.

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Microblogging

• Twitter

– Social networking service and microblogging service

– users can send messages of a maximum length of 140 characters, follow other users,and create interest lists.

– Widely used means of dissemination

– Significant space limitations: 140 characters or less

– Twitts are publicly visible by default (senders can restrict the access control)

– Users can tweet using the website, external APIs or SMS

– The service is free

– Users may subscribe to other users' tweets – this is known as following and subscribers


are known as followers or tweeps

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Microblogging

• Tumblr

– Tumblr is a microblogging platform and social networking website.

– It is owned and operated by Tumblr, Inc.

– It allows users to post multimedia and other content to a short-form blog, named a"tumblelog".

– Users can follow other users' blogs, as well as make their blogs private.




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Blogs

• Alternatively called web logs or weblogs

• A weblog is a hierarchy of text, images, media objects and data, arrangedchronologically, that can be viewed in an HTML browser. *

• In some situations, it is the creator’s online journal.

• The activity of updating a blog is “blogging” and someone who keeps a blog is a“blogger.”

• Items are posted on a regular basis and displayed in reverse chronological order.


• Individual articles on a blog are called “blog posts,” “posts” or “entries”.

• Blogs are usually (but not always) written by one person and are updated prettyregularly.

• Blogs are often (but not always) written on a particular topic.

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*http://blogs.law.harvard.edu/whatmakesaweblogaweblog.html

Images taken from: http://www.softicons.com



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Using Social Networks

• Social network content is dynamic in the sense that it provides information that willexpire after a period of time and be important only for that period and moment;expire after a period of time and be important only for that period and moment;

• However, as it focuses more on creating communities than on the temporal andgeospatial aspect of the information, it will be discussed in detail in Section 4.5.



Chat Applications

• one-to-one basis

• Instant method of communication• Instant method of communication

• Text-based chat, video chat, one vs. multiple receivers, web-based etc.

• Can be applied to a small number of people (it does not scale well for large groups –it is impossible to follow who is discussion when more than one member of the discussion group is writing/typing simultaneously)

• It is not useful as a method of dissemination due to its instant and intrusive nature

• In order to be used as a dissemination method, the user must add the message sender to the contact list


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… and many more

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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)


Sharing

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

• Examples: – Flickr – as a 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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Sharing

slideshare

Slide Sharing

• Launched in 2006

• Is a Web 2.0 based slide hosting service

• Users can upload files privately or publicly as: PowerPoint, PDF, Keynote orOpenOffice presentations

• Slide decks can then be viewed on the site itself, on hand held devices orembedded on other sites


• SlideShare also provides users the ability to rate, comment on, and share theuploaded content

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Sharing


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Sharing

flickr

L h d i 2004 d i d b Y h ! i 2005

Picture Sharing

• Launched in 2004, and acquired by Yahoo! in 2005• Image and video hosting website, web services suite and online community• It is a popular website for users to share and embed personal photographs• It is a service widely used by bloggers to host images that they embed in blogs and

social media• features:

– accounts, groups and access control– organization (based on tags added on the pictures),– organizr (web application for organizing photos within an account that can be accessed

through the Flikr interface),


– picnik (default photo editor in a partnership with Picnik online photo-editing application),access control,

– interaction and compatibility with other applications (e.g. RSS and Atom feeds)– filtering (lets members specify by default what types of images they generally upload and

how "safe" the images are),– licensing, map sources (georgraphic locations), account-undelete option (reverse an

account rermination)

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Sharing


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Sharing

YouTube

Video Sharing

• Video-sharing website where users can upload, view and share videos

• Features– Video technology: Playback (re-watch a video), Uploading (up to 15 min), Quality and codecs

and 3D videos– Content accessibility - view videos on web pages outside the site– Localization - adaptability to different languages, regional differences and technical

requirements


Sharing

Videolectures

Video Sharing


• VideoLectures.NET is a free and open access educational video lectures repository.

• The lectures are given by distinguished scholars and scientists at the most importantand prominent events such as conferences, summer schools, workshops and sciencepromotional events from many scientific fields.

• The portal is aimed at promoting science, exchanging ideas and fostering knowledgesharing by providing high quality didactic contents not only to the scientific


sharing by providing high quality, didactic contents not only to the scientificcommunity but also to the general public.

• All lectures, accompanying documents, information and links are systematicallyselected and classified through the editorial process whilst taking into account users'comments.

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Sharing


Sharing

• Is a method for Internet users to organize, store, manage and search for bookmarksof resources online.

Social Bookmarking

• Descriptions may be added to these bookmarks in the form of metadata, so usersmay understand the content of the resource without first needing to download it forthemselves.

• The resources themselves aren't shared, merely bookmarks that reference them.

Social bookmarking is particularly useful when collecting a set of resources that are to


• Social bookmarking is particularly useful when collecting a set of resources that are tobe shared with others.

• Anyone can participate in social bookmarking.

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Sharing

delicious

F d d i 2003

Social Bookmarking

• Founded in 2003

• Is a social bookmarking web service for storing, sharing, and discovering webbookmarks.

• Characterized by a non-hierarchical classification system in which users can tag eachof their bookmarks with the desired index terms (which generates a kind offolksonomy)

• A combined view of everyone's bookmarks with a given tag is available;


• The most important links or popular ones can be seen on the home page, "popular"and "recent" pages

• All bookmarks are publicly viewable by default - the public aspect is emphasized thesite is not focused on storing private bookmark collections

• But users have the ability to mark some as private and imported ones are private bydefault

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Sharing


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Sharing

digg

L h d i 2004

Social Bookmarking


• User-driven social content website

• After a user submits content, other users read their submission and "Digg" what theylike best

• Allows users to vote stories up or down (called digging and burying, respectively)


• If a story receives enough Diggs, it is promoted to the first page

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Sharing

StumbleUpon

Social Bookmarking


• Is a discovery engine that finds and recommends web content to its users

• StumbleUpon uses collaborative filtering (an automated process combining humanopinions with machine learning of personal preference) to create virtual communitiesof like-minded Web surfers.

• Rating Web sites update a personal profile (a blog-style record of rated sites) andgenerate peer networks of Web surfers linked by common interest


generate peer networks of Web surfers linked by common interest.

• These social networks coordinate the distribution of Web content, so that users"stumble upon" pages explicitly recommended by friends and peers.

• Giving a site a thumbs up results in the site being placed under the user's "favorites".

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Sharing

reddit

Social Bookmarking

• Is a social news website where the registered users submit content, in the form ofeither a link or a text "self" post.

• Other users then vote the submission "up" or "down," which is used to rank the postand determine its position on the site's pages and front page.

• In December 2011, Reddit served just over 2 billion page views to almost 35 millionvisitors *


http://www.businessinsider.com/the-secret-to-reddits-astounding-success-an-easy-customization-process-you-should-copy-2012-1

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.

• Are powered by wiki software.

• 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 collaboration thatconstantly changes the Web site landscape

• However – once created the information remains static until another user edits ordeletes it.

*http://www.wiki.org/wiki.cgi?WhatIsWiki56

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Collaboration

Example WikiExample Wiki


Biggest online free encyclopedia

Collaboration

Google Docs

• Is a free, Web-based office suite and data storage service

• It allows users to create and edit documents online while collaborating in real-timewith other users.

• Google Docs combines the features of Writely and Spreadsheets with a presentationprogram incorporating technology designed by Tonic Systems.

• Data storage of files up to 1 GB total in size was introduced on January 13, 2010, buthas since been increased to 10 GB, documents using Google Docs native formats donot count towards this quota.


q

• Its main features rely on storage, file limits, and supported file formats

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Collaboration

Ether Pad


• EtherPad web service allows real-time document collaboration for groups and teams.

• Etherpad can be re-branded with your own domain and company name.

• Acquired by Google – the servers are down


Social Networks

• Provide a community aspect, i.e. forms a community that shares information in amulti-directional way

• Common features (regardless of platform):– construct a public/semi-public profile;

– articulate list of other users that they share a connection with;

– view the list of connections within the system

• Some sites allow users to upload pictures, add multimedia content or modify the lookand feel of the profile


• Social networks typically offer more than one channel of dissemination (thus they willbe considered platforms with many available dissemination channels):

– Facebook: Pages, Groups, Share options

– LinkedIn and Xing are focused on professional use and fit the purpose of organizations

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Social Network

Facebook

• Facebook is a social networking service and website;

• Launched in February 2004

• It is owned and operated by Facebook, Inc.

• As of May 2012 has over 900 million active users*

• More than half are using mobile devices*

• Users must register before using the services.


• Users can create a personal profile, add friends, exchange messages, chat (thecompany has also launched a separate instant messaging service), receive automaticnotifications, take part in games, etc.

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* http://www.nytimes.com/2012/05/15/technology/facebook-needs-to-turn-data-trove-into-investor-gold.html?_r=1

Social Network


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Social Network

Google+


• Social networking and identity service owned and operated by Google Inc

• Integrates social services such as Google Profiles

• Introduces new services such as Circles, Hangouts and Sparks

Sh h t id li k thi l th t’ i d


• Share photos, videos, links, or anything else that’s on your mind.

• Users can share using the share box on any Google site or +1 buttons across theweb.

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Social Network


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Social Network

LinkedIn

• Founded in December 2002

• LinkedIn is the world’s largest professional network

• It has over 120 million members

• LinkedIn connects users to their trusted contacts

H l h k l d id d t iti ith b d t k f


• Helps users exchange knowledge, ideas, and opportunities with a broader network of professionals.

• It allows users to search, keep in touch and extend their networks of professionals

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Social Network


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Social Network

Xing

• Social and business networking tool for professionals with over 8 million users;

• Initially established as Open business Club AG in August 2003 in Germany; namewas changed to Xing in November 2006

• Main competitor is LinkedIn

• Seems to attract more small business and independent business owners than itscompetitors


• Basic membership is free

• The platform uses https and has a rigid privacy and no-spam policy.

Social Network


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Social Network

• Market share for December 2011 (according to ComScore):

Worldwide Unique Visitors Percentage

Facebook.com 792,999,000 55.1 %

Twitter.com 167,903,000 11.7 %

LinkedIn.com 94,823,000 6.6 %

Google+ 66,756,000 4.6 %

MySpace 61,037,000 4.2 %


http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29

Others 255,539,000 17.8 %

Total 1,438,877,000 100 %

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

• The unit of communication is the post

• Common features

– Tripcodes and capcodes - a secret password is added to the user's name following aseparator character

– Private message


– Attachment

– BBCode and HTML

– Emoticon or smiley to convey emotion

– Poll

– RSS and ATOM feeds

– Other forum features

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Internet Forums and Discussion Boards


Online Discussion Groups

• Many-to-many

• Threaded conversations

• Usually created on a particular topic

• Have different access levels

• Better for disseminating within a group that shares common interests as the purposeof the services is to enable collaboration, knowledge and information sharing andopen discussions

• Examples: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups, XingGroups.

• Similar in many ways to Discussion boards and Internet Forums


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Google Groups

• Not a common forum software

• Includes an archive of Usenet news group postings dating back t o 1981• Includes an archive of Usenet news group postings dating back t o 1981

• Strongly focuses on the concept of mailing list - Can have parallel mailing lists (canuse Google groups to archive another mailing list, such as Yahoo Groups)

• Need a Google account to access groups or post messages;

• What can be shared: there’s a limit of 25MB including attachments/ group

• Joining a group: Invitation or request. Owners can make an opt-out issue by invitingmembers directly through their email address

• Notifications:– No email: read group postings only online


g p p g y

– Abridged Email: one summary email of new activity/day

– Digest Email: get up to 25 full messages in a single email

– Email: send each message to me as it arrives

• Noise: the level of noise is dependent on the managers;

• Fully integrated with Google products : Google Calendars, Google Docs, GoogleSites

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Yahoo! Groups

• Yahoo! Groups is one of the world’s largest collections of online discussion boards.

• Group messages can be read and posted by e-mail or on the Group's webpage like aweb forum.

• Members can choose whether to receive individual, daily digest or Special Delivery e-mails, or simply read Group posts on the Group’s web site

• Groups can be created with public or member-only access.

• Yahoo! Groups service provides additional facilities for each Group web site, such ash hi ll l d


a homepage, message archive, polls, calendar

• announcements, files, photos, database functions, and bookmarks

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Facebook Groups

• Create a private space (group) to share– Post updates questions photos;Post updates, questions, photos;

– Chat with the group;

– Create share docs

– Schedule group events

• Members can stay in touch using:– Notifications regarding new posts and updates

– The group’s shared email address to connect off Facebook


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Facebook Groups

• Pages allow real organizations, businesses,celebrities and brands to communicatebroadly with people who like them.

• Pages may only be created and managed byofficial representatives.

• Privacy: information and posts are public and generally available to everyone on Facebook.

• Audience: – Anyone can like a Page to become connected

with it and get News Feed updates.– There is no limit to how many people can like a

Page.– Visitor statistics

• Groups provide a closed space for small groupsof people to communicate about sharedinterests.

• Groups can be created by anyone.• Privacy: groups offer three levels of control over

shared information: open, closed and secret. In secret and closed groups, posts are only visible to group members.

• Audience:– Group members must be approved or added by

other members. – When a group reaches a certain size, some

features are limited (e.g. chat). Th t f l t d t b th


• Communication: – Page admins can share posts under the Page’s

name.– Page posts appear in the News Feed of people

who like the Page.– Page admins can also create customized apps

for their Pages and check Page Insights to trackthe Page’s growth and activity.

– The most useful groups tend to be the ones you create with small groups of people you know.

• Communication: – In groups, members receive notifications by default

when any member posts in the group. – Group members can participate in chats, upload

photos to shared albums, collaborate on group docs, and invite all members to group events.

Groups: smaller number of people.Pages: large number of followers


LinkedIn

• Discover the most popular discussions.

• Take an active part in determining the top discussions by liking and commenting.

• Follow the most influential people in your groups by checking the Top Influencersboard or clicking their profile image to see all their group activity.

• Review new members or search for specific ones.

• See both member-generated discussions and news in one setting.

• Easily browse previews of the last three comments in a discussion


• Easily browse previews of the last three comments in a discussion.

• Find interesting discussions by seeing who liked a discussion and how many peoplecommented.

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Xing

• Social and business networking tool for professionals with over 8 million users;

• Initially established as Open business Club AG in August 2003 in Germany; namewas changed to Xing in November 2006

• Main competitor is LinkedIn

• Seems to attract more small business and independent business owners than itscompetitors

• Basic membership is free


• The platform uses https and has a rigid privacy and no-spam policy.


Tool Website Description

Meetup www.meetup.com Meetup is an online social networking portal that facilitates offline group meetings in various localities around the world [Wiki].

GroupSpaces groupspaces.com GroupSpaces (styled groupspaces) is a London‐based online company that provides technology to help real‐world clubs, societies, associations and other groups manage their membership and activities, and promote themselves online [Wiki].

Windows Live Groups

groups.live.com Windows Live Groups is an online service by Microsoft as part of its Windows Live range of services that enable users to create their social groups for sharing, discussion and coordination [Wiki].


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Characteristics Google Groups Yahoo Groups Facebook Groups LinkedIn Groups

Xing Groups

Forums Yes Yes Yes Yes Yes

Chat Threaded Yes Yes (max 250 No Noconversation

(members)

Shared email Yes Yes Yes No No

Upload content (documents, images, videos)

Not part of groupsGoogle Docs

Yes Yes Via weblinks Yes

Maximum Storage 25 MB posts and attachments

200 MB Unlimited ‐‐ 2 MB

Integrate external content (RSS feeds)

Yes Yes Yes Yes Yes


Notifications Customizable: no email, abridged, digest, email

Email Email, FB notifications

Email, bundled

http newsletter

Search features Google Search / Directory Search

Yahoo search,separate group search

Not a separate function (Facebook classic search), clumsy and no group suggestion

Advanced ‐search for group, member,event

Advanced

Social Network vs. Online Discussion Groups

• ODG have a limited number of members;

• ODG are intended for a smaller number of people to collaborate (Facebook placesthe number at 250 members);

• ODG have a specific purpose – a goal that unites all members, i.e. a discussion topic.

• In ODG the number of members and the ideas of the members are known to allparticipants.

• ODG have a creator/owner recognized by all members;

• ODG follow a set of rules determined by the administrator, moderator or owner;

• In ODG members may have different roles: administrator, moderator, owner,participant etc


participant, etc.

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Social Network vs. Online Discussion Groups

• Moderators and administrators ensure that the ODG’s internal code of conduct isfollowed;

• In ODG all members have access to the same shared resources;

• ODG members do not have to be connected with the other members (other than thegroup) to communicate

• SN vary in size and heterogeneity;

• In SN different members have access to different resources (e.g. some membersmight have restricted access to a friend’s photo archive);

• In SN members do not know how many participant exist, or who they are;


Semantic Based Dissemination

What is semantic web?

• An extension of the current web in which information is given a well defined meaning,better enabling computers and people to work in cooperationbetter enabling computers and people to work in cooperation


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Why use semantics?

• Problems with current day search engines:– Recall issues

– Results are dependent on the vocabulary

– Results are single Web pages

– Human involvement is necessary for result interpretation

– Results of Web searches are not readily accessible by other software tools

• Content is not machine-readable:– It is difficult to distinguish between:

“I am a professor of computer science ”


I am a professor of computer science.

and

“You may think, I am a professor of computer science.

Well, actually. . .”

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The Semantic Web Approach

• Represent Web content in a form that is more easily machine-processable.

• Use intelligent techniques to take advantage of these representations.

• Knowledge will be organized in conceptual spaces according to its meaning.

• Automated tools for maintenance and knowledge discovery

• Semantic query answering

• Query answering over several documents


• Defining who may view certain parts of information (even parts of documents) will be possible.

• Semantic Web does not rely on text-based manipulation, but rather on machine-processable metadata

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Implementations – Rich Snippets

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

• 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.

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


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Overview

Formate.g. RDFa

I l t ti


Implementatione.g. OWLIM

Vocabularye.g. foaf


• 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 identifierURI uniform resource identifier

– Semantic vocabularies include: FOAF, Dublin Core, Good Relations, etc.

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

– The most known examples are RDF and OWL.


• 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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* http://semanticweb.org/wiki/Ontology

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Format

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

• is an encoded format for converting a specific type of data to displayable information.



Methods of describing Web content:RDFsRDFs1998

RDF

HTML Meta Elements

1999

RDF

2004

RDFaRDFa

2005

MicroformatsMicroformats

2007

OWLOWL

2008

SPARQLSPARQL


2009

OWL 2OWL 2

2010

RIFRIF

2011

MicrodataMicrodata

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Format – HTML Meta Elements

• HTML or XHTML elements which provide structured metadata about a Web page

• Represented using the <meta...> element

• Can be used to specify page description, keywords and any other metadata notprovided through the other head elements and attributes

• Example:


<meta http‐equiv="Content‐Type" content="text/html" >



• Search engine optimization attributes: keywords, description, language, robots

– keywords attribute - although popular in the 90s, search engine providers realized thatinformation stored in meta elements (especially the keywords attribute) was often unreliableand misleading, or created to draw users towards spam sites

– description attribute - provides concise explanation of a Web page's content

– the language attribute - tells search engines what natural language the website is written in

– the robots attribute - controls whether or not search engine spiders are allowed to index a


page, and whether or not they should follow links from a page

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• Example - metadata contained by www.wikipedia.org:

<meta charset="utf‐8"> <meta name="title" content="Wikipedia"> <meta name="description" content="Wikipedia, the free encyclopedia that anyone can edit."> <meta name="author" content="Wikimedia Foundation"><meta name="copyright" content="Creative Commons Attribution‐Share Alike 3.0 and GNU Free Documentation License"> <meta name="publisher" content="Wikimedia Foundation"> <meta name "language" content "Many">


<meta name= language content= Many > <meta name="robots" content="index, follow"> <!‐‐[if lt IE 7]><meta http‐equiv="imagetoolbar" content="no"><![endif]‐‐> <meta name="viewport" content="initial‐scale=1.0, user‐scalable=yes">


Format – RDFa

• Is a W3C Recommendation that adds a set of attribute-level extensions to XHTML forembedding rich metadata within Web documents.embedding rich metadata within Web documents.

• Adds a set of attribute-level extensions to XHTML enabling the embedding of RDFtriples;

• Integrates best with the W3C meta data stack built on top of RDF

• Benefits [Wikipedia RDFa, n.d.]:– Publisher independence: each website can use its own standards;

– Data reuse: data is not duplicated - separate XML/HTML sections are not required for thesame content;

– Self containment: HTML and RDF are separated;

S h d l it tt ib t bl


– Schema modularity: attributes are reusable;

– Evolv-ability: additional fields can be added and XML transforms can extract the semanticsof the data from an XHTML file;

– Web accessibility: more information is available to assistive technology.

• Disadvantage: the uptake of the technology is hampered by the web-master’s lack of familiarity with this technology stack

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Format – RDFa

• RDFa Attributes:

– about and src – a URI or CURIE specifying the resource the metadata is about

– rel and rev – specifying a relationship or reverse-relationship with another resource

– href and resource – specifying the partner resource

– property – specifying a property for the content of an element

– content – optional attribute that overrides the content of the element when using theproperty attribute

– datatype – optional attribute that specifies the datatype of text specified for use with the


property attribute

– typeof – optional attribute that specifies the RDF type(s) of the subject (the resource that themetadata is about).

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Format – RDFa

• Example

<div xmlns:dc=http://purl.org/dc/elements/1.1/about="http://www.example.com/books/wikinomics"> <span property="dc:title">Wikinomics</span> <span property="dc:creator">Don Tapscott</span><span property="dc:date">2006‐10‐01</span>

</div>


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Format – OWL

• Family of knowledge representation languages forauthoring ontologiesauthoring ontologies

• WebOnt developed OWL language

• OWL based on earlier languages OIL andDAML+OIL

• Characterized by formal semantics and RDF/XML-based serializations for the Semantic Web

• Endorsed by the World Wide Web Consortium(W3C)


Source: McGuinness, COGNA October 3, 2003

99


OWL Sublanguages• The W3C-endorsed OWL specification includes the definition of three variants of

OWL, with different levels of expressiveness (ordered by increasing expressiveness):OWL Lite originally intended to support those users primarily– OWL Lite - originally intended to support those users primarilyneeding a classification hierarchy and simple constraints

– OWL DL - was designed to provide the maximum expressiveness possible while retaining computational completeness, decidability, and the availability of practical reasoning algorithms.

– OWL Full - designed to preserve some compatibility with RDF Schema

• The following set of relations hold. Their inverses do not.– Every legal OWL Lite ontology is a legal OWL DL ontology.

Each of these sublanguageis a syntactic extension of its simpler predecessor.


y g gy g gy

– Every legal OWL DL ontology is a legal OWL Full ontology.

– Every valid OWL Lite conclusion is a valid OWL DL conclusion.

– Every valid OWL DL conclusion is a valid OWL Full conclusion.

• Development of OWL Lite tools has thus proven almost as difficult as development of tools for OWL DL, and OWL Lite is not widely used


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Format – OWL

• Class Axioms– oneOf (enumerated classes) – disjointWith– sameClassAs applied to class expressions – rdfs:subClassOf applied to class expressions

• Boolean Combinations of Class Expressions – unionOf– intersectionOf– complementOf

• Arbitrary Cardinality i C di lit


– minCardinality– maxCardinality– cardinality

• Filler Information– hasValue Descriptions can include specific value information


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Format – OWL

• Example:

<owl:Class><owl:intersectionOf rdf:parseType=" collection"><owl:Class rdf:about="#Person"/><owl:Restriction><owl:onProperty rdf:resource="#hasChild"/><owl:allValuesFrom><owl:unionOf rdf:parseType=" collection">

<owl:Class rdf:about="#Doctor"/><owl:Restriction><owl:onProperty rdf:resource="#hasChild"/><owl:someValuesFrom rdf:resource="#Doctor"/>



owl:someValuesFrom rdf:resource #Doctor /</owl:Restriction>

</owl:unionOf></owl:allValuesFrom>

</owl:Restriction></owl:intersectionOf>

</owl:Class>

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Format – OWL 2

• Extends OWL 1

• Inherits OWL 1 language features


• Inherits OWL 1 language features

• Makes some patterns easier to write

• Does not change expressiveness, semantics and complexity

• Provides more efficient processing in implementations

• Syntactic sugar:– DisjointUnion - Union of a set of classes; all the classes are pairwise disjoint

– DisjointClasses - A set of classes; all the classes are pairwise disjoint

– NegativeObjectPropertyAssertion - Two individuals; a property does not hold between them

– NegativeDataPropertyAssertion - An individual; a literal; a property does not hold between


g p y p p ythem

• OWL 2 allows the same identifiers (URIs) to denote individuals, classes, and properties

• Interpretation depends on context

• A very simple form of meta-modelling


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Format – OWL 2• New constructs for properties:

– Self restriction: Classes of objects that are related to themselves by a given property

Q lifi d di lit t i ti Q lifi th i t t b t d


– Qualified cardinality restriction: Qualifies the instances to be counted

– Object properties

– Disjoint properties

– Property chain: Properties can be defined as a composition of other properties

– keys

• An OWL 2 profile (commonly called a fragment or a sublanguage in computationallogic) is a trimmed down version of OWL 2 that trades some expressive power for theefficiency of reasoning.

• OWL 2 profiles


– OWL 2 EL is particularly useful in applications employing ontologies that contain very largenumbers of properties and/or classes.

– OWL 2 QL is aimed at applications that use very large volumes of instance data,

and where query answering is the most important reasoning task

– OWL 2 RL is aimed at applications that require scalable reasoning without

sacrificing too much expressive power.

• OWL 2 profiles are defined by placing restrictions on the structure of OWL 2ontologies. Source: http://semwebprogramming.org/?p=175

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Format – OWL 2

• Example property chains in OWL2:


Declaration( ObjectProperty( :isEmployedAt ) ) ObjectPropertyAssertion( :isEmployedAt :Martin :SC ) SubObjectPropertyOf( ObjectPropertyChain(

:isEmployedAt :isPartOf ) :isEmployedAt) ObjectPropertyAssertion( :isEmployedAt :Martin :ICS ) ObjectPropertyAssertion( :isEmployedAt :Martin :MU )


Source: http://dior.ics.muni.cz/~makub/owl/

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Format – RIF

• A collection of dialects (rigorously definedrule languages)


rule languages)

• Intended to facilitate rule sharing andexchange

• RIF framework is a set of rigorousguidelines for constructing RIF dialects in aconsistent manner

• The RIF framework includes severalaspects:

S t ti f k


– Syntactic framework

– Semantic framework

– XML framework

• RIF can be used to map betweenvocabularies (one of the proposed usecases)

Source: Michael Kifer State University of New York at Stony Brook

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Format – RIF

• The standard RIF dialects are:– Core - the fundamental RIF language It is designed to be the common subset of most rule


Core the fundamental RIF language. It is designed to be the common subset of most rule engines. (It provides "safe" positive datalog with builtins.)

– BLD (Basic Logic Dialect) - adds a few things that Core doesn't have: logic functions, equality in the then-part, and named arguments. (This is positive Horn logic, with equality and builtins.)

– PRD (Production Rules Dialect) - adds a notion of forward-chaining rules, where a rule firesand then performs some action, such as adding more information to the store or retractingsome information.

• Although RIF dialects were designed primarily for interchange, each dialect is astandard rule language and can be used even when portability and interchange are


standard rule language and can be used even when portability and interchange arenot required.

• The XML syntax is the only one defined as a standard for interchange. Variouspresentation syntaxes are used in the specification, but they are not recommendedfor sending between different systems.

Source: http://www.w3.org/2005/rules/wiki/RIF_FAQ#What_is_RIF-BLD.3F__.28and_RIF-Core.2C_PRD.2C_FLD.29

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Format – RIF• A simplified example of RIF-Core rules combined with OWL to capture anatomical

knowledge that can be used to help label brain cortex structures in MRI images.



Source: http://www.w3.org/2005/rules/wiki/Modeling_Brain_Anatomy

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Format – Microformats

• Directly use meta tags of XHTML to embed semantic information in web documents;

• Microformats were developed as a competing approach directly using some existingHTML tags to include meta data in HTML documents

• As of 2010, microformats allow the encoding and extraction of events, contactinformation, social relationships and so on

• Advantages:– you can publish a single, human readable version of your information in HTML and then

make it machine readable with the addition of a few standard class names

N d t l th l


– No need to learn another language

– Easy to add

• However: they overload the class tag which causes problems for some parsers as itmakes semantic information and styling markup hard to differentiate

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Format - Microformats

• Example

<ul class="vcard"><li class="fn">Joe Doe</li> <li class="org">The Example Company</li> <li class="tel">604‐555‐1234</li><li><a class="url“ href="http://example.com/">http://example.com/</a></li>

</ul>


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Format – Microdata

• Use HTML5 elements to include semantic descriptions into web documents aiming toreplace RDFa and Microformats.replace RDFa and Microformats.

• Introduce new tag attributes to include semantic data into HTML

• Unless you know that your target consumer only accepts RDFa, you are probablybest going with microdata.

• While many RDFa-consuming services (such as the semantic search engine Sindice)also accept microdata, microdata-consuming services are less likely to accept RDFa.

Ad t


• Advantages:– the variable groupings of data within published area

tables may not be the detail required for a particularapplication (e.g. age group, ethnic group oroccupational classification).

– the cross-tabulations of variables available in areatables may not be those needed for a study (e.g. countsof individuals by age and ethnic group and occupation).



• Examples:

– Google may use microdata in its results pages:

– Opera from version 11.60 is the only current stable release of a browser that supportsmicrodata:


– MicrodataJS is a JavaScript library and jQuery plugin that emulates the DOM API.

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• Example without microdata:

<section> Hello, my name is John Doe, I am a graduate research assistant at the University of Dreams. My friends call me Johnny. You can visit my homepage at <a href="http://www.JohnnyD.com">www.JohnnyD.com</a>. I live at 1234 Peach Drive Warner Robins, Georgia.

</section>




• Example using microdata:

<section itemscope itemtype="http://data‐vocabulary.org/Person"> Hello, my name is <span itemprop="name">John Doe</span>, I am a <span itemprop="title">graduate research assistant</span> at the <span itemprop="affiliation">University of Dreams</span>. My friends call me <span itemprop="nickname">Johnny</span>. You can visit my homepage at <a href=http://www JohnnyD com itemprop="url">www JohnnyD com</a>


<a href=http://www.JohnnyD.com itemprop= url >www.JohnnyD.com</a>. <section itemprop="address" itemscope itemtype="http://data‐

vocabulary.org/Address"> I live at <span itemprop="street‐address"> 1234 Peach Drive</span> <span itemprop="locality">Warner Robins</span> , <span itemprop="region">Georgia</span>.

</section> </section>

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Format – RDF

• The Resource Description Framework (RDF) is a language for representinginformation about resources in the World Wide Web.

• RDF provides a common framework for expressing information so it can beexchanged between applications without loss of meaning.

• It is based on the idea of identifying things using Web identifiers (called UniformResource Identifiers, or URIs) and describing resources in terms of simple propertiesand property values

• Thus, RDF can represent simple statements about resources as a graph of nodesand arcs representing the resources, and their properties and values.


p g p p

• It specifically supports the evolution of schemas over time without requiring all thedata consumers to be changed

115

Source: http://www.iis.sinica.edu.tw/~trc/public/courses/Fall2008/week15/slide-w15.html#%287%29


Format – RDF

• Based on triples <subject, predicate, object>

• An RDF triple contains three components:– the subject, which is an RDF URI reference or a blank node – the predicate, which is an RDF URI reference– the object, which is an RDF URI reference, a literal or a blank node – An RDF triple is conventionally written in the order subject, predicate, object.– The predicate is also known as the property of the triple.

• Triple data model:

<subject, predicate, object>


j , p , j

– Subject: Resource or blank node– Predicate: Property– Object: Resource (or collection of resources), literal or blank node

• Example:<ex:john, ex:father-of, ex:bill>

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Format – RDF

• An RDF graph is a set of RDF triples.

• The set of nodes of an RDF graph is the set of subjects and objects of triples in the graph.

• Person ages (:age) and favorite friends (:fav)Properties encoded as XML entities:

<rdf:RDFxmlns:rdf="http://www.w3.org/1999/02/

22-rdf-syntax-ns#" xmlns:example="http://fake.host.edu/e

xample-schema#">


<example:Person>

<example:name>Smith</example:name> <example:age>21</example:age><example:fav>Jones</example>

</example:Person>

</rdf:RDF>


Format – SPARQL

• A recursive acronym for SPARQL Protocol and RDF Query Language

• On 15 January 2008, SPARQL 1.0 became an official W3C Recommendation

• Query language based on RDQL

• Used to retrieve and manipulate data stored in RDF format

U SQL lik t


• Uses SQL-like syntax

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Format – SPARQL

• Example SPARQL Query:

– “Return the full names of all people in the graph”

– Results:

fullName

=================

PREFIX vCard: <http://www.w3.org/2001/vcard‐rdf/3.0#>SELECT ?fullNameWHERE {?x vCard:FN ?fullName}

@prefix ex: <http://example.org/#> .@prefix vcard: <http://www.w3.org/2001/vcard‐rdf/3.0#> .ex:johnvcard:FN "John Smith" ;vcard:N [


"John Smith"

"Mary Smith"

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ca d [vcard:Given "John" ;vcard:Family "Smith" ] ;ex:hasAge 32 ;ex:marriedTo :mary .ex:maryvcard:FN "Mary Smith" ;vcard:N [vcard:Given "Mary" ;vcard:Family "Smith" ] ;ex:hasAge 29 .



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Vocabulary – Linked Data


Linked Data Cloud


Vocabulary – Linked Data

• Materialization of the usage of vocabularies

• Wikipedia defines Linked Data as "a term used to describe a recommended bestpractice for exposing, sharing, and connecting pieces of data, information, andknowledge on the Semantic Web using URIs and RDF“

• “Semantic web done right” Tim Berners-Lee

• Combination of openness with data + open standards


• Linked Data Essentials:– Use URIs

– Use HTTP URIs

– Serve useful information using SPARQL, RDF standards

– Mention URIs of related objects

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Vocabulary – schema.org


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• Example*:

– Imagine you have a page about the movie Avatar—a page with a link to a movie trailer,information about the director, and so on. Your HTML code might look something like this:

<div> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span><span>Science fiction</span> <a href="../movies/avatar‐theatrical‐trailer.html">Trailer</a>


<a href ../movies/avatar theatrical trailer.html >Trailer</a> </div>

* http://schema.org/docs/gs.html



• Example with microdata*:

<div itemscope itemtype ="http://schema.org/Movie"> <h1 itemprop="name"&g;Avatar</h1> <div itemprop="director" itemscope itemtype="http://schema.org/Person">

Director: <span itemprop="name">James Cameron</span> (born <span itemprop="birthDate">August 16, 1954)</span>

</div> <span itemprop="genre">Science fiction</span>


<a href="../movies/avatar‐theatrical‐trailer.html" itemprop="trailer">Trailer</a> </div>

* http://schema.org/docs/gs.html

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Vocabulary – FOAF

• Friend of a Friend

• Uses RDF to describe the relationship people have to other “things” around them

• FOAF permits intelligent agents to make sense of the thousands of connectionspeople have with each other, their jobs and the items important to their lives;

• Because the connections are so vast in number, human interpretation of theinformation may not be the best way of analyzing them.


• FOAF is an example of how the Semantic Web attempts to make use of therelationships within a social context.

127


Vocabulary – FOAF

• Example

<foaf:Person> <foaf:name>Dan Brickley</foaf:name> <foaf:mbox_sha1sum>

748934f32135cfcf6f8c06e253c53442721e15e7</foaf:mbox_sha1sum>

</foaf:Person>


• Which says "there is a Person called Dan Brickley who has an email address whosesha1 hash is..."

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Vocabulary – GoodRelations

• A lightweight ontology for annotating offerings and other aspects of e-commerce onthe Web.the Web.

• The only OWL DL ontology officially supported by both Google and Yahoo.

• It provides a standard vocabulary for expressing things like– that a particular Web site describes an offer to sell cellphones of a certain make and model at

a certain price,

– that a pianohouse offers maintenance for pianos that weigh less than 150 kg,

– or that a car rental company leases out cars of a certain make and model from a particularset of branches across the country.


• Also, most if not all commercial and functional details of e-commerce scenarios canbe expressed, e.g. eligible countries, payment and delivery options, quantitydiscounts, opening hours, etc.

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http://semanticweb.org/wiki/GoodRelations


Vocabulary – GoodRelations• Example:

<rdf:RDF xmlns="http://www.heppnetz.de/ontologies/examples/gr#"xml:base="http://www.heppnetz.de/ontologies/examples/gr"xmlns:toy="http://www.heppnetz.de/ontologies/examples/toy#"xmlns:gr="http://purl.org/goodrelations/v1#"xmlns:xsd="http://www.w3.org/2001/XMLSchema#"xmlns:dc="http://purl.org/dc/elements/1.1/"xmlns:protege="http://protege.stanford.edu/plugins/owl/protege#"xmlns:rdfs="http://www.w3.org/2000/01/rdf‐schema#"xmlns:rdf="http://www.w3.org/1999/02/22‐rdf‐syntax‐ns#"xmlns:owl="http://www.w3.org/2002/07/owl#"><owl:Ontology rdf:about=""><owl:imports rdf:resource="http://www.heppnetz.de/ontologies/examples/toy"/>


p p // pp / g / p / y /<owl:imports rdf:resource="http://purl.org/goodrelations/v1"/>

</owl:Ontology><gr:BusinessEntity rdf:ID="ElectronicsCom"><gr:legalName rdf:datatype="&xsd;string">Electronics.com Ltd.</gr:legalName>

<rdfs:seeAlso/><gr:offers rdf:resource="#Offering_1"/>

</gr:BusinessEntity></rdf:RDF>

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Vocabulary – DublinCore

• Early Dublin Core workshops popularized the idea of "core metadata" for simple andgeneric resource descriptions.generic resource descriptions.

• Metadata terms are a set of vocabulary terms which can be used to describeresources for the purposes of discovery.

• The terms can be used to describe a full range of web resources: video, images, webpages etc. and physical resources such as books and objects like artworks

• The Dublin Core standard includes two levels:– Simple Dublin Core comprises 15 elements;


– Qualified Dublin Core includes three additional elements;— Audience, Provenance andRightsHolder;— as well as a group of element refinements, also called qualifiers, that refinethe semantics of the elements in ways that may be useful in resource discovery.

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Source: http://dublincore.org (tutorials)



• Characteristics of DublinCore:– All elements are optionalAll elements are optional

– All elements are repeatable

– Elements may be displayed in any order

– Extensible

– International in scope

• The fifteen core elements are usable with or without qualifiers

• Qualifiers make elements more specific:


• Qualifiers make elements more specific:– Element Refinements narrow meanings, never extend

– Encoding Schemes give context to element values

• If your software encounters an unfamiliar qualifier, look it up –or just ignore it!

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Source: http://dublincore.org (tutorials)

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• Expressing Dublin Core in HTML/XHTML meta and link elements:...<head profile="http://dublincore.org/documents/dcq‐html/"><title>Expressing Dublin Core in HTML/XHTML meta and link elements</title><link rel="schema.DC" href="http://purl.org/dc/elements/1.1/" /><link rel="schema.DCTERMS" href="http://purl.org/dc/terms/" />

<meta name="DC.title" lang="en" content="Expressing Dublin Corein HTML/XHTML meta and link elements" /><meta name="DC.creator" content="Andy Powell, UKOLN, University of Bath" /><meta name="DCTERMS.issued" scheme="DCTERMS.W3CDTF" content="2003‐11‐01" /><meta name="DC.identifier" scheme="DCTERMS.URI"content="http://dublincore org/documents/dcq‐html/" />


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Implementations – Rich Snippets

• Three steps to rich snippets

1. Pick a markup format.Google suggests using microdata, but any of the three formats below are acceptable.

• Microdata (recommended)

• Microformats

• RDFa

2. Mark up your content.Google supports rich snippets for these content types:

• Reviews

• People


• People

• Products

• Businesses and organizations

• Recipes

• Events

• Music

• Google also recognizes markup for video content and uses it to improve our search results.

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Implementations – OWLIM

• OWLIM is a high-performance OWL repository

• Storage and Inference Layer (SAIL) for Sesame RDF database• Storage and Inference Layer (SAIL) for Sesame RDF database

• OWLIM performs OWL DLP reasoning

• It is uses the IRRE (Inductive Rule Reasoning Engine) for forward-chaining and “totalmaterialization”

• In-memory reasoning and query evaluation

• OWLIM provides a reliable persistence, based on RDF N-Triples

• OWLIM can manage millions of statements on desktop hardware


OWLIM can manage millions of statements on desktop hardware

• Extremely fast upload and query evaluation even for huge ontologies and knowledgebases

• OWLIM is developed by Ontotext

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Implementations – OWLIM

• OWLIM is available as a Storage and Inference Layer (SAIL) for Sesame RDF.

• Benefits:

– Sesame’s infrastructure, documentation, user community, etc.

– Support for multiple query language (RQL, RDQL, SeRQL)

– Support for import and export formats (RDF/XML, N-Triples, N3)


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Implementations – Jena

• Apache Jena™ is a Java framework for building Semantic Web applications.

• Jena provides a collection of tools and Java libraries to help you to develop semanticweb and linked-data apps, tools and servers.

• The Jena Framework includes:– an API for reading, processing and writing RDF data in XML, N-triples and Turtle formats;

– an ontology API for handling OWL and RDFS ontologies;

– a rule-based inference engine for reasoning with RDF and OWL data sources;

– stores to allow large numbers of RDF triples to be efficiently stored on disk;


– a query engine compliant with the latest SPARQL specification

– servers to allow RDF data to be published to other applications using a variety of protocols,including SPARQL

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Implementations – Jena

• Jena stores information as RDF triples in directed graphs, and allows your code toadd, remove, manipulate, store and publish that information.add, remove, manipulate, store and publish that information.

• Jena architecture overview:


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Overview of Channels





3. Why do it?

4. How is it done?







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Pitfalls of Dissemination

• Online dissemination methods are forms of electronic marketing, BUT there areimportant differences between electronic spam and conventional marketingtechniques.

• For instance, common sense dictates that there’s no reason to send anadvertisement to somebody who can’t use the product being advertised (e.g.presenting advantages of cat food to dog owners).

• The method of dissemination must be particularly crafted for the target audience (e.g.a message containing a large amount of technical details should not be sent to apartner that cannot understand such details)

• The method of dissemination must be particularly crafted for the channel selected todisseminate: the message should be shared on channels that permit it otherwise it


disseminate: the message should be shared on channels that permit it, otherwise itwill be considered spam.

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• A dissemination channel should not be intrusive: a member should beasked before being subscribed to a specific list, and should have theoption to unsubscribe and re-subscribe whenever he wishes so

Pitfalls of Dissemination

• The user must not be overloaded with information and must have the option of managing the content received (e.g. receive daily/weekly digests instead of numerous messages containing a single message)

• Close attention should be paid to the messages that are disseminated: elements that are not of utmost important should be just posted on the website regularly (and provide a single newsletter directing the user to the site).

• Posting elements that are not interesting for a user will be considered spam (in essence, spam is a message from someone else that the receiver did not ask for and does not want to have).

• The receiver should not be buried under a large number of messages – it will create frustration as the important messages become harder to observe


frustration as the important messages become harder to observe.

• When using chat applications as methods of dissemination, certain etiquette elements must be taken into consideration:

– Mass messages containing advertising are considered rude

– A discrete way of disseminating is using the status update

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3. Why do it?

4. How is it done?







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Communication

Multi-Channel Publishing


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Measuring impact of dissemination

What is impact and feedback?


Overview of available tools per channel


What is Impact and Feedback

Impact = influence, effect of the dissemination process

Feedback = evaluative information derived from the reaction or response to a particular activity part of the dissemination


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Impact of dissemination

• The impact of dissemination refers to:

− the actions that followed the disseminationof the message;

− the effect of the message on the behavior ofthe customers related to an enterprise,the offered products and services;

− the influence to the customers and theirreaction to the message;



Feedback of dissemination

• Refers to the response of an audience to a message or activity.

• Giving the audience a chance to provide feedback is crucial for maintaining an opencommunication climate.

• “Feedback refers to a relationship between the behavior of the speaker, the responseof the listener and the effect of the response on the further behavior of the speaker.… In a sense, we may say that feedback, in order to be feedback, must be used asfeedback.” Theodore Clevenger, Jr., and Jack Matthews – “Feedback” – “Communication theory” edited by C.David Mortenser.


• Feedback should be measured and analysed.

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Measuring the feedback of the dissemination activities

• Increased understanding of the impact of the dissemination processes.

– The generation of reports, regarding the dissemination activities, helps an organisation tounderstand in deep the impact of their work and products to the audience by knowing whatpeople do not find attractive and useful.

• Evaluate current online and social network strategies.

– It is always important to evaluate a strategy and specify the lessons learned for future use.


• Look forward and plan the next business steps and objectives based on theeffectiveness of the current activities.

– Modify the current dissemination activities according to the reports in order to be moreeffective in the future and our efforts more productive.


Measuring the feedback of the dissemination activities

• To ensure that the message disseminated has been seen by the target audience.

– By measuring the impact of the dissemination, we could be aware of the visibility that ourmessage achieved.

• To verify whether the message has been understood by the target audience.

– The disseminated message may be well distributed and visible, but not understood by theaudience in the way that the enterprise would like to.


• To quantify the reach of the dissemination.

– It is important to be able to produce reports with metrics about the effectiveness of thedissemination. This is realizable only by establishing ways to measure the impact.

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What should we measure to specify the feedback?

• Social Media Exposure

– How many people did you reach with your message?

• Appeal of your message

– How many people listened to the entire message?

– If the majority of people stopped listening to your message, when did they stop? Was it due to the content, the implementation of the message or the medium?


• Engagement

– How many people actually reacted to your message?It is important to find out how many people reacted after the dissemination reached them. Did they forward the message to their social circle?


What should we measure to specify the feedback?

• Influence

– Measure how influential the people who engaged with, and reacted to your message. Thisreflects the influence of the enterprise. The enterprise should be sure the messages arereaching different kinds of people, including average users and influential users.

• Message converted to action

– The ultimate goal of the enterprise is to monetize the dissemination of products and services.


– Measuring how the disseminated messages were converted to transactional actions.

– What was the Return On Investment (ROI) and the Social Return On Investment (SROI)

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Measuring Impact of Dissemination

Why and What to measure?




Overview of criteria for measuring


What syntactical and concrete measuring units to consider?

• Views and clicks

• Unary feedback

• Binary feedback

• Ratings

• Re-publication


Re publication

• Comments:(Sentiment of comments)

• Replies

• Platform specific

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Measuring units for static broadcasting

• Traffic Rank:– Traffic Rank among all sitesTraffic Rank among all sites

– Traffic Rank among its category

– Reputation (by checking on websites like alexa.com or ranking.com)

• Reach:– Estimated percentage of global internet users who visit

– Number of visitors

– Number of unique visitors

– Number of recurring visitors


• Audience – Audience Demographics (age, gender, has children, education, location, etc)

• Page views: – Estimated percentage of global page views

– Estimated daily unique pageviews per user

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• Percentage of site viewed

• Bounce rate: – Estimated percentage of visits to website that consist of a single page viewp g g p g

• Time on site: – Estimated daily time on site (mm:ss)

• Search:– Estimated percentage of visits that came from a search engine

• Connections:– Sites linking in


– Links pointing to this site

– Link popularity ranking

• Reviews

• Click stream

• (for Wikis) number of mentions of interest topic (e.g. hotel name)

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Measuring units for dynamic broadcasting

Type Tool Unit (number of…)

News feeds RSS Subscriptions, Web site visits

Newsletters Subscriptions, Web site visits

Email Replies

Microblogging Twitter Tweets, Followers, Retweets, Mentions

Tumblr Notes, Reblog

Blogs Comments, Sharing

Social Networks Facebook Likes, Comments

Google +1 Comments Share


Google +1, Comments, Share

LinkedIn Comment, Like, Flag

Chat Skype Replies, Contacts

Google Talk Replies, Contacts

Facebook Messenger Replies, Contacts

Yahoo! Messenger Replies, Contacts


News feeds (e.g. RSS)• Subscribers

• Web site visitors originating from newsfeed

Newsletters• Subscribers

• Web site visitors originating from newsfeed

Email• Replies


Blogs• Comments

• Sharing per individual post

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Microblogging

Twitter• Tweets

• Followers

• Retweets

• Mentions

TumblrN b f N t


• Number of Notes

• Number of Reblogs

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Facebook

Social Networks

• Likes per page, Likes per post

• Comments per page, Comments per post

Google+• +1 per post, +1 per page


• Sharing


LinkedIn• Comments

• Likes

• Flag

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Chats

e.g. Skype, Google Talk, Facebook Messenger, Yahoo! Messenger

• Number of Contacts

• Replies



Measuring units for Sharing

Type Tool Unit (number of )Type Tool Unit (number of …)

Slides SlideShare Share, comments, follow

Images Flickr Comments, faves

Videos YouTube Comments, likes, dislikes, share, subscribe to the channel

VideoLectures Popularity (star system), reviews, comments

Social bookmarking Delicious Stacks, links, comments, f i


favorite, saves

Digg diggs

StumbleUpon Like, dislike

Social News Website Reddit Comment, vote up, vote down

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Slideshare

Slides

• Likes per page, Likes per post


Flickr

Images


• Comments

• Favorites

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YouTube

Videos

• Comments

• Video replies

• Likes and Dislikes

• Sharing

• Subscribe to channel

VideoLectures


• Popularity (star system)

• Reviews

• Comments

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Delicious Digg

Social Bookmarking

• Stacks

• Links

• Comments

• Favorites

• Saves

• Diggs

StumblUpon• Like

• Dislike


Social News Website (e.g. Reddit)

• Comments

• Vote up or Vote down


Measuring units for Online Discussion Groups

• Posts

• Replies to posts

• Discussions started (threads)

• Number of members

Measuring units for Forum

N b f di i (th d )


• Number of discussions (threads)

• Number of members

• Number of comments

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Resulted user generated content as means of measuring content

• Number of times the dissemination channels have been mentioned as sources

• Number of times topics presented by the dissemination channels have appeared inunrelated websites or user generated content

• Number of responses



Why and What to measure?




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Social Media impact

• Use automated tools to collect and report customer feedback metricsS i l di it i t l (R di 6 Alt i ) t– Social media monitoring tools (Radian6, Alterian) to:

– Listening platforms:– Crawlers– Web/online information analytics

Brand communities

• A brand community is a specialized non-geographically bound community, based ona structures set of social relationships among admirers of a brand (Muniz andO’G i 2001)


O’Guinn, 2001)

• Feedback and impact can be measured by employing analytics inside the communityitself (surveys, polls, etc.)

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Static broadcasting:

• Use of websites like alexa.com, ranking.com to observe information regarding traffic ( k t ti b f i it i t )(rank, reputation, number of visitors, page views, etc. )


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Feeds:

• Web statistics

• Third-party RSS feed hosts (e.g. FeedBurner)

• Other (third party) solutions:– Generating unique URLs for each subscriber

– Anonymity vs. exploration of individual user habits

– Such third party services are often only interested in collecting data

– Uniquely named transparent images


• Uniquely named transparent 1x1 graphics can be added to the description field of anRSS feed

• Use standard web logs to see the number of times the image is viewed anddetermine the number of times the feed was accessed

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Newsletters:

• Number of subscribers (no un-intrusive method of verifying whether the informationhas been received)has been received)

Email and mailing lists:

• Measuring impact:– Questions:

• Who read my emails?

• How many backlinks were produced?


• BUT: answering this question is difficult!– Read-receipts:

• MDN - Message Disposition Notifications (inserted into mail header)

• Must be requested prior to sending the email

• BUT:o Highly depended on email application used (different implementations, or not supported at all)

o Can be turned off by user

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• Email tracking:

– Web beacons: embedding of a tiny, invisible tracking image into email

– Only working for HTML emails (not plain-text messages)

– An individual tracking code is referenced when an event occurs

• Message is opened or a link is clicked

– Events are stored in database and used for statistics as click-through rates or operates


– BUT: Images and links can be turned off in email applications, spam-filters (!!)

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Microblogs (e.g. Twitter)

• Twitter account has no built-in statistics toolbuilt in statistics tool

– Only number of tweets, of people following, and of followers

• New: Twitter for Businesses offers detailed statistics (not free service)

• Third-party tools:– e.g. Topsy Social Analytics, TwitterCounter, …


e.g. Topsy Social Analytics, TwitterCounter, …

– Track number of mentions (for hashtags and accounts)

– Track retweets

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Social networks

• Facebook

– Facebook Insight for Pages, Apps andWebsites

– Facebook Insights provide aggregated, non-personally identifiable information to FacebookPage owners and Facebook Platformdevelopers

– Statistics for Likes, Reach, and Talking aboutthis


this

– Insight API allows access to these statistics forPlatform developers

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• Google+

– No built-in statistics tool

– Track +1, sharing and comments per post

• LinkedIn

– Number of connections

– New people in your network


– Profile stats

• Who’s viewed your profile

• Appearances in search

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Chat

• Chat should not be used as a main dissemination method due to its very nature (one-to-one conversations)

• In particular situations, instant chatting can be employed to disseminate to a smallnumber of people information that concerns only them (e.g. a skype conferencedisseminating the results of a project management meeting to the development team)

• It is a method to address any concerns or ensure engagement.


Sharing

SlideShare

Free Acco nt Statistics per presentation N mber of


• Free Account: Statistics per presentation - Number of: Views (Embed, on slideshare), Favorites, Downloads, Comments

• Pro Account: – Analytics summary– Statistics per presentation– Latest tweets– All views (timeline)– Downloads


– LinkedIn Dashboard

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SlideShare Pro accounts statistics

Analytics summary

• Total Views / Favorites /• Total Views / Favorites / Downloads / Tweets / Likes

• Most active presentations

• Most search keywords

• Locations



Flickr Free account

• Photos’ views, comments

Set of photos’ ie s comments• Set of photos’ views, comments

• Popular

– Interestingness: “Where the clickthroughs are coming from; who comments on it and when; who marks it as a favorite; its tags and many more things which are constantly changing. Interestingness changes over time, as more and more fantastic content and stories are added to Flickr.” [2]

– Views


– Favorites

– Comments

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Flickr Pro account

• Account overview

• Individual photos

• Daily referrers



YouTube Analytics


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• YouTube Demographics



• YouTube Audience retention:

– Absolute audience retention: How often each moment of your video is watched.

– Relative audience retention: Video’s ability to retain viewers relative to all YouTube videos of similar length. (limitation: video views>300


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VideoLectures

• Lecture page– Information about:Information about:

• Views

• Lecture popularity (stars)

• Social networks counters (Tweets, Likes, Google+, LinkedIn shares, Delicious, Mendeley)

• Conference page– Information about:

• Most popular lectures (based on views)• Top voted lectures


Top voted lectures

• Author page

– Information about:• Views of her/his lectures

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Social Bookmarking:

• Visibility of links shared• Visibility of links shared

– Saves

• Visibility of grouped bookmarks shared (playlists for the web)

– Views

– Followers


Followers

– Social networks counters (Tweets, Likes)

– Comments

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Collaboration

• The success of collaboration can either be observed instantly (e.g. a finished GoogleDocument) or can be observed over a long period of time by assessing the projectsDocument) or can be observed over a long period of time by assessing the projectsand responses resulting from the collaboration session (e.g. creating softwareplatforms using information presented in a workshop)



Measuring group impact – what to measure

• Size (number of members) – assess whether the group should be large or small

Interconnectedness and net ork densit• Interconnectedness and network density

• Shared Language – a successful group shares the same language

• Communication activity – meaningful and frequent input

• Noise level – low access level

• Access level

• Resource availability – which members and how many members can access thegroup’s resources (conversations shared documents etc )


group s resources (conversations, shared documents, etc.)

• Use third party applications (such as social media monitoring tools)

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Measuring group impact – built in methods

Characteristics Google Groups Yahoo Groups Facebook Groups

LinkedIn Groups

Xing GroupsGroups Groups Groups

Show number of members

Yes Yes Yes Yes Yes

Show number of posts

Yes (and the top posters)

Yes No Yes Yes

“Health” (activity) measuring mechanism

5 star rating system (users)

Internal, owner can add other mechanisms (e.g. “like” buttons on pictures);

Like button on group page and individual comments

Internal Internal


Management Features to track activity

Polls No Yes Yes Yes Yes

Group statistics No No No dashboard Yes


Measuring group impact – built in methods – example interface


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Semantic Based Communication

• Increased SEO• Increased SEO

• Easier reach of information

• Same measuring units as above can be employed





3. Why do it?

4. How is it done?







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Summary

• Dissemination– To sow and scatter principles, ideas, opinions for growth and propagation, such as seed

– Refers to the process of broadcasting a message to the public without direct feedback formthe audience

• Dissemination Channel– Means of exchanging information in the online space

– A “Place” where one can find or leave information

• Purposes of disseminationfor awareness


– for awareness

– for understanding

– for action

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Summary

Dissemination Channels: Classification and Impact Measurement

• Static Broadcasting:– Fixed content

– User can usually not reply

– e.g. printed press, websites/homepages, newsletters…

– Impact measurement:• Measuring units: e.g. traffic rank, reach, page views, time on site, reviews, click


g g p gstreams,…

• Tools: e.g. websites like alexa.com, ranking.com,…

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Summary


• Dynamic Broadcasting:– Small piece of content dependent upon constrains such as time and location

– Mobile, variable content

– e.g. blogs, twitter, email lists

– Impact measurement:• Measuring units: e.g. subscriptions, web site visits, replies, shares, contacts


g g p p

• Tools: e.g. web statistics, read-receipts, facebook insights,…

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Summary


• Sharing:– Dissemination of files an documents, e.g. photos, videos, slides, bookmarks

– Usually done through hosting services

– e.g. slideshare, flickr, videolectures, delicious

– Impact measurement:• Measuring units: e.g. share, comments followers, reviews, likes,…


g g

• Tools: e.g. slide share statistics, you tube analytics,…

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Summary


• Collaboration:– Users can add, modify, or delete content

– e.g. wiki, google docs, ether pad

– Impact measurement:• The success can either be observed instantly (e.g. finished Google Document) or over a

long period of time (e.g. creating software, platforms,…)


Summary


• Social Networks:– Provide a community aspect

– Common features: construct a profile, connect to other users, view the lists ofconnections within the system

– Usually offer more than one channel of dissemination

– e.g. facebook, google+, xing, linkedIn


– Impact measurement:• Measuring units: e.g. share, comments, followers, likes,…

• Tools: e.g. facebook insight, linkedIn profile stats, …

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Summary


• Internet Forums and Discussion Boards:– Web applications managing user-generated content

– Unit of Communication is the post

– e.g. forum.virtualtourist.com, travelforum.org

– Impact measurement:• Measuring units: e.g. number of discussions/threads, number of comments, number of


g gmembers,…

• Tools: build in methods or third party applications (social media monitoring tools)

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Summary


• Online Discussion Groups:– Many-to-many

– Usually created on a particular topic

– e.g. Google Groups, Facebook Groups, Yahoo! Groups

– Impact measurement:• Measuring units: e.g. posts, replies to posts, number of members,…


g g p p p

• Tools: build in methods or third party applications (social media monitoring tools)

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Summary


• Semantic-based Dissemination:– Add machine-processable semantics to the information

– Search Engine Optimization

– e.g. Google Snippets, RDFa, microformats, SPARQL

– Impact measurement:• Measuring units: increased SEO, easier reach of information


g

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References and Additional Material

• Wikipedia Channel (communications). (2012, 05 04). Retrieved from Wikipedia:http://en.wikipedia.org/wiki/Communication_channel

• European Comission (2012, 05 08). Dissemination and exploitation. Retrieved from EuropeanC i i h // /d / d i l / l i i /di h i hComission: http://ec.europa.eu/dgs/education_culture/valorisation/diss-mechanisms_en.htm

• Harmsworth, S., Turpin, S., Rees, A., & Pell, G. (2000). Creating an Effective DisseminationStrategy An Expanded Interactive Workbook for Educational Development. TQEF National Co-ordination Team.

• http://www.researchutilization.org/matrix/resources/gcedu/

• Muniz, A.M. Jr. and T.C. O’Guinn. 2001. ‘Brand Community’, Journal of Consumer Research,27(4): 412–32.


• Wikipedia RDFa. (2012,05 16). Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Rdfa

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dissemination handouts v1

Presentations & Public Speaking