2. Overview
• Motivation
• How to communicate?
• Web 1.0 - The Classic Web
• Web 2.0 - The Social Web
• Web 3.0 - Taking the next step
www.sti2.org
3. 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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4. Motivation – Fundamental Changes
Media spread
in 1990
TV
Print
SALE!!!
Radio
Mail
Traditional Methods Telephone
survey
Focus Groups
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5. Motivation – Fundamental Changes
Media spread in Page Views
Clicks Session Register Rate
2012
Optin Blog Digg Post Bookmark
Review Share Like Fan (Re)Tweet
TV Make Video
Web 2.0 methods
Print
Radio
SALE!!!
Mail
Traditional
Methods Telephone
survey
www.sti2.org
Focus Groups
6. Motivation - Implications
• Transfer of creative power from the company to the consumer
• Marketing is happening around consumers
• Communication is about talking, listening, and engaging
www.sti2.org
9. 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.
www.sti2.org
10. 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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11. A Lifecycle of Communication
Measure
Analyze
Aggregate
Observe Design
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.
www.sti2.org
13. Web 1.0 – The Classic Web
STI International Web site
http://ww.sti2.org
www.sti2.org
14. 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
www.sti2.org
15. Web 1.0 – Some numbers
(January 1, 2011 to December 31, 2011)
www.sti2.org
17. Web 2.0 - Facebook
Since August 2011, Facebook Fan page replacing the STI
International Facebook Group
• 74 Likes
• 23,484 Friends of Fans
• 20 individual posts
• 5 people talked about it each week
• 67 people each week were reached
www.sti2.org
18. Web 2.0 - Google+
https://plus.google.com/b/113671443303514151965/11367144330
3514151965/
• Rather new (but more people are
joining every day)
• Less features than Facebook
e.g. no (user created) Apps to extend
45 the basic features of pages
• No statistics right now
• In heavy development, always
22 changing
www.sti2.org
19. Web 2.0 - Twitter
• Easy, fast and dynamic
Automatically posting of news from the
STI International Web site
• 177 tweets
• 166 followers
http://twitter.com/#!/sti
2
• New: “Twitter for Businesses”
www.sti2.org
20. Web 2.0 - YouTube
STI International channel since October 15, 2009 at
https://www.youtube.com/user/semantictechnology/
www.sti2.org
21. Web 2.0 - YouTube Videos
• The Future Internet: Service
Web 3.0:
https://www.youtube.com/w
atch?v=off08As3siM
• SOA4All in the Future
Internet of Services:
https://www.youtube.com/w
atch?v=7ia8Fg8BDbQ
• LarKC – Large Knowledge
Collider:
https://www.youtube.com/w
atch?v=hjUbbl4cnAE
www.sti2.org
22. Web 2.0 - LinkedIn and XING
Professional networks for
companies and individuals
– Engaging employees (former,
current, future)
– Engage costumers
http://www.linkedin.com/c https://www.xing.com/c
ompany/sti- ompanies/stiinternation
international_2 al/
www.sti2.org
23. 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
www.sti2.org
25. 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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26. 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
www.sti2.org
28. 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
www.sti2.org
Static Web 1.0 to a dynamic, highly communicative Web 2.0
The consumer has an important part in the online marketing of companies (to the better or the worst)
It’s all about presenting static information!Web sites are only once in a while updatedNo social interaction
16,948 visits in totalof which were 12,176 unique visitors.29.55% of all visits were returning visitors.In average a visitor watched 2.80 pages and stayed 2:40 minutes. TopographyAustria (16.51%), the United States (12.59%), Germany (8.41%), and the United Kingdom (6.65%)Top Search Terms “sti international”, “sti2”, “sti”, “www.sti2.org” and “sti2.org”. same name as a gun company, and short form of a disease expected high Bounce Rate from people using these keywordsThe Bounce rate describes the percentage of single-page visits or visits in which the person left the site from the entrance (landing) page.
Stats by May 12, 2012* Friends of friends: The number of unique people who were friends with people who liked your Page
Circles: “Interest groups” – “subscribe” to someone by adding him to a circle+1: 45 people22 people have STI International in a circle
“Twitter for Business (http://business.twitter.com/)more detailed statistics specializes on the impact factor of advertisement on TwitterTwitter for Businesses is currently in developmentmost of its features like “Promoted Trends” or “Promoted Tweets” are still in a beta phase, only available for a selected group of advertisers. Costs: individual plans – but what a leaked email showed, it is quite expensiveMaybe this will change with “Twitter for Small Businesses”
447 subscribers and overall 196,195 video views
LinkedIn:Biggest, professional social networkPost news on profileAdd eventsThe company profile has 24 followers and 6 so-called 1st Connections.XING: More popular in German speaking countriesThe company profile has 6 followers.