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STI International Online Strategy
Copyright 2011   STI - INTERNATIONAL www.sti2.org
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
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.



    www.sti2.org
Motivation – Fundamental Changes

                                        Media spread
                                          in 1990
                 TV

                 Print
                                        SALE!!!
            Radio

                 Mail



Traditional Methods       Telephone
                            survey

                         Focus Groups


  www.sti2.org
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
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
www.sti2.org
www.sti2.org
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
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


www.sti2.org
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
www.sti2.org
Web 1.0 – The Classic Web


 STI International Web site


                 http://ww.sti2.org




www.sti2.org
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
Web 1.0 – Some numbers


                          (January 1, 2011 to December 31, 2011)




www.sti2.org
Web 2.0 – The Social Web




www.sti2.org
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
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
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
Web 2.0 - YouTube

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




www.sti2.org
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
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
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
www.sti2.org
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




www.sti2.org
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
Web 3.0 – The Architecture




www.sti2.org
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
www.sti2.org

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STI2 Online Strategy 2012

  • 1. STI International Online Strategy Copyright 2011 STI - INTERNATIONAL www.sti2.org
  • 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. www.sti2.org
  • 4. Motivation – Fundamental Changes Media spread in 1990 TV Print SALE!!! Radio Mail Traditional Methods Telephone survey Focus Groups www.sti2.org
  • 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 www.sti2.org
  • 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
  • 16. Web 2.0 – The Social Web 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 www.sti2.org
  • 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
  • 27. Web 3.0 – The Architecture 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

Hinweis der Redaktion

  1. Static Web 1.0 to a dynamic, highly communicative Web 2.0
  2. The consumer has an important part in the online marketing of companies (to the better or the worst)
  3. It’s all about presenting static information!Web sites are only once in a while updatedNo social interaction
  4. 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.
  5. Stats by May 12, 2012* Friends of friends: The number of unique people who were friends with people who liked your Page
  6. Circles: “Interest groups” – “subscribe” to someone by adding him to a circle+1: 45 people22 people have STI International in a circle
  7. “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”
  8. 447 subscribers and overall 196,195 video views
  9. 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.
  10. In progress