Copyright 2011 STI - INTERNATIONAL www.sti2.org

STI International Online Strategy

SEMANTIC TECHNOLOGY INSTITUTE INTERNATIONAL

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Overview

• Motivation• How to communicate?• Web 1.0 - The Classic Web• Web 2.0 - The Social Web• Web 3.0 - Taking the next step

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Motivation – Fundamental Changes

• Web has radically changed our communication possibilities.

• Discussion forums, blogs and social media platforms are spaces where people can communicate and socialize in ways that cannot be replicated by any other offline interactive medium.

• The rise of user generated content can take advocacy to another level.

• Considerable bargaining power has been shifted from the supplier to the consumer.

• Fragmentation and specialization of media and audiences, and the proliferation of community – and user generated content, business are increasingly losing the power to dictate the communications agenda.

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Motivation – Fundamental Changes

Traditional Methods

SALE!!!

Telephone survey

Focus Groups

TV

Print

Radio

Mail

Media spread in 1990

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Traditional Methods

Motivation – Fundamental Changes

SALE!!!

Telephone survey

TV

Print

Radio

Mail

Media spread in 2012

Focus Groups

Web 2.0 methods

Clicks Page Views Session Register Rate

Optin Blog Digg Post Bookmark

Review Share Like Fan (Re)Tweet

Make Video

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Motivation - Implications

• Transfer of creative power from the company to the consumer

• Marketing is happening around consumers

• Communication is about talking, listening, and engaging

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CONVERSIONS HAPPEN ALWAYS AND EVERY WHERE

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WHAT TO DO?

HOW TO COMMUNICATE?

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It’s all about reading and writing!

Online Communication, is complex and not static at all. People communicate in parallel over different channels, and their roles as sender and receiver are changing constantly.

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How do we communicate online?

The classical Sender-Message-Channel-Receiver (SMCR) models no longer scope with the ever changing communication situations that arise especially in Online Communication.

Basis for an adapted communication model that addresses these issues by introducing different sub-tasks that are repeatedly executed

A Lifecycle for Online Communication:

• Design of an information item • Dissemination of an information item over suitable channels• Observation of communication acts• Measure, analysis, and aggregation of the information published

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A Lifecycle of Communication

MeasureAnalyze

Aggregate

DesignObserve

Disseminate

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

integrating them under an appropriate knowledge item.

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WEB 1.0

AT THE BEGINNING …

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Web 1.0 – The Classic Web

STI International Web site

http://ww.sti2.org

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Web 1.0 - Web site

• Core point of STI International Online Communication

• All information on the organization

– Mission, Members and Partners, Interact

– Incl. News and Events

• CMS: Drupal 7.x

– Open Source, flexible, extendable

– RDFa and Metadata (see Web 3.0)

• Track impact via Google Analytics

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Web 1.0 – Some numbers

(January 1, 2011 to December 31, 2011)

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Web 2.0 – The Social Web

SHARING IS CARING!

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Web 2.0 - Facebook

• 74 Likes • 23,484 Friends of Fans• 20 individual posts• 5 people talked about it each week• 67 people each week were reached

Since August 2011, Facebook Fan page replacing the STI International Facebook Group

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Web 2.0 - Google+

https://plus.google.com/b/113671443303514151965/113671443303514151965

/

• Rather new (but more people are joining every day)

• Less features than Facebook e.g. no (user created) Apps to extend

the basic features of pages• No statistics right now• In heavy development, always

changing

45

22

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Web 2.0 - Twitter

• Easy, fast and dynamic

Automatically posting of news from the STI International Web site

• 177 tweets• 166 followers

• New: “Twitter for Businesses”http://twitter.com/#!/sti2

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Web 2.0 - YouTube

STI International channel since October 15, 2009 at https://www.youtube.com/user/semantictechnology/

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Web 2.0 - YouTube Videos

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

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

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

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Web 2.0 - LinkedIn and XING

Professional networks for companies and individuals

– Engaging employees (former, current, future)

– Engage costumers

http://www.linkedin.com/company/sti-international_2

https://www.xing.com/companies/stiinternational/

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Slideshare

• Social platform for sharing presentations, documents, PDFs, videos and webinars

• Free and Pro Accounts

• Only 1 presentation with 390 views!

http://www.slideshare.net/STI_International

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WEB 3.0 – THE NEXT STEP

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Web 3.0 – An overview

What we use

• Web site enriched with RDFa and Microdata– E.g. useful for SEO

• OWLIM Triplestore• SPARQL 1.1 with SPARQL Service

Description

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Web 3.0 – More details

• CMS (Drupal 7.x) + Web 3.0 • Web site has SPARQL Endpoint:

http://community.sti2.at/exporter/• Main Ontologies

– schema.org – FOAF – DC

• Integration with OWLIM– In the future also with DACODI (publishing API) and

Semantic Web Dog Food

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Web 3.0 – The Architecture

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Web 3.0 – How it works

• In-House developed CMS modules for DACODI and OWLIM

• Reaction on changes– OWLIM: Create/Read/Update/Delete– Dacodi: Create

• Export to REST APIs– OWLIM: RDF– Dacodi: XHTML+RDFa

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