Engagement

1. Engagement Anna Fensel, Dieter Fensel, Andreea-Elena Gagiu, Birgit Leiter and Ioannis Stavrakantonakis

2. Engagement Engagement is the infinite loop between the listening and responding steps, interweaving publishing and listening. Why is it important? • Because customers are important for any enterprise and the engagement concept createsstrong relationships between the customers and the enterprise.

3. Engagement Overview • Communication infrastructure • Workflow management • Crowdsourcing • Communication patterns • Value-chain generation • Engagement • Application types • Summary

4. Communication Infrastructure • Communication • Active and reactive • Trace • Multi-channel switch • Multi-agent switch Multi-Channel Publishing Social Media Monitoring Impact Feedback Response

5. Communication Infrastructure • Communication (from the Latin commūnicātiōn- = “share”) refers to the process of imparting or interchange of thoughts, opinions, or information by speech, writing, or signs.* • Communication is a social interaction where at least two interacting agents share a common set of signs and a common set of semiotic rules. • Types of communication: • Spoken or Verbal communication: face-to-face, telephone, radio or television. • Non-verbal communication: body language, gestures, voice tone. • Written communication: letters, e-mails, books, magazines, information written over the Internet. • Visualizationcommunication: such as graphs, charts, maps, or logos. * http://dictionary.reference.com/

6. Communication Infrastructure Models of communication: • Conceptual models used to explain the human communication process • The first major model for communication was created by Shannon and Weaver (1949) to represent the functioning of radio and telephone technologies. • Initial model was composed of three primary parts: • Sender - the part of the telephone a person spoke into; • Channel – the telephone itself; • Receiver – part of the phone where one could hear the other person.

7. Communication Infrastructure • Communication is bidirectional • Agents interact and communicate in parallel, permanently alternating their role in these acts of communication. • Destinations provide feedback in the form of a message or a set of messages. • The source of feedback is an information source. • The consumer of feedback is a destination.

8. Communication Infrastructure

9. Communication Infrastructure Active communication If an agent starts a communication – the agent takes the role of the message sender – we talk about active communication. Example of Active Communication performed by a hotelier on Facebook

10. Communication Infrastructure Classification of channels by the type of service they provide: • Static Broadcasting • Dynamic Broadcasting • Sharing • Collaboration • Group Communication • Semantic-based Communication Image taken from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon

11. 1. Static Broadcasting • Prehistoric methods of dissemination: cave drawings, stories of triumphs on columns and arches, history on pyramids, stones with messages • More modern means: printed press, newspapers, journals • Online static dissemination: websites and homepages….

12. 2. Dynamic Communication Small piece of content that is dependent on constraints such as time, location. Examples of tools (organized considering first the length of message and second – the level of interactivity) • News Feeds • Newsletters • Email / Emaillists • Microblogs • Blogs • Socialnetworks • Chat and instantmessagingapplications

13. 3. Dissemination through 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

14. 4. Dissemination through Collaboration Collaboration websites (Wikis): • Websites where members can add, modify, or delete its content via a web browser using a simplified markup language or a rich-text editor. • Are created collaboratively by multiple users • Primarily a means for project internal collaboration, but can transform into a dissemination channel if users outside the project have read access; • Write access cannot be provided due to spamming and lack of peer review readers cannot reply to the articles posted.

15. 5. Group Communication Dissemination • 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 purpose of the services is to enable collaboration, knowledge and information sharing and open discussions • Exampled: Google Groups, Facebook Groups, Yahoo! Groups, LinkedIn Groups, Xing Groups. • Similar in many ways to Discussion boards and Internet Forums

16. 6. Semantic Based Dissemination • Scope: Add machine-processable semantics to the information -> Search and aggregation engines can provide much better service in finding and retrieving information • Applications: • Enrich websites by adding machine readable semantics to HTML/XML files: • RDFa • Microformats • Microdata • Inclusion of semantic annotation in XHTML docs • Enrich content of on-line presentations by adding links and tags to the presented information • Reuse of predefines LOD vocabularies to describe our data to enable semantic based retrieval of information

17. Communication Infrastructure Re-active communication Re-active communication describes communication situations initiated by an external agent – the agent takes the role of the receiver and will re-act on the received message. Transmitter: guest at hotel External Re-activecommunication Reactor: hotelier Source: http://www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html

18. Channels to analyze FORUMS/NEWSGROUPS MICROBLOGS VIDEO SHARING The Conversation SOCIAL NETWORKS WIKIS SOCIAL MEDIA NEWS AGGREGATORS PHOTO SHARING MAINSTREAM MEDIA BLOGS

19. Channels to analyze • Social networks, e.g.: • Facebook (Q1 2012): • 526 million daily active users • 3.2 billion Likes and Comments per day • 500K comments per minute • 700K status updates per minute • 80K wall posts per minute

20. Channels to analyze • Social networks, e.g.: • Twitter: • 200 million Tweets per day (2011) • 200K Tweets per minute • LinkedIn: 147 million users • Google+: 170 million users

21. Channels to analyze • Sharing networks, e.g.: • YouTube: • 4 billion videos are viewed a day • 100 million people take a social action on YouTube every week (likes, shares, comments, etc) • Flickr: >6.500 new photos per minute • Pinterest: • 13 million users • American users spend an average of 97.8 minutes

22. Channels to analyze • Email lists • 2172 million Email users • 3375 million Active email accounts • 2.8 million emails per second • 90 trillion emails per year

23. Channels to analyze • Group Communication and Message Boards (e.g. Google Groups, Yahoo! Groups, Facebook Groups, etc.) • Forums: 2K posts per minute • Yahoo! Groups: • 9 million groups • 113 million users • 933 thousand unique visitors daily

24. Channels to analyze • News feeds • Total Feeds*: 694,311 • Atom Feeds*: 86,496 • RSS feeds*: 438,102 (63% of the total) *source: http://www.syndic8.com

25. Channels to analyze • Blogs: • >95 million blogs available online • 22K posts per minute • Tumblr(Q2 2012): • 55.9 Million blogs • 23.3 Billion posts • 20K posts per minute • WordPress(Q2 2012) • 73.724.911 WordPress sites

26. Channels to analyze • Traditional mediums: • TV: • 365 TV channels licensed in Germany • Radio: • 822 Radio stations in Germany • Print mediums (newspapers, magazines) • 382 Daily newspapers in Germany • 4180 Weekly magazines in Germany

27. Channels to analyze • Online News: • News websites: >25.000 • Online radio stations: >2700 Online radio stations in Germany

28. Communication Infrastructure Trace Tracing a conversation through all channels involved is crucial for making communication effective and efficient, and is therefore required for • accurately measuring the impact of information items, and • for a fast re-action time to feedback. • Tracing customer conversation can be done using social media monitoring tools. • Communication has a history • The communication history IS the trace

29. Communication Infrastructure Multi-channel switch (Online) Communication is scattered over multiple, often very different channels. • Agents are challenged to disseminate information over all appropriate channels. • Activities of all channels the agent is active in must be monitored. • Impact, Feedback and Responses need to be collected from all channels. • Transmitting a message over a channel does not guarantee that the reply will be received on the same channel. • Transmitters must be able to switch cannels properly and identify the channel where the response will appear.

30. Communication Infrastructure Multi-agent switch • Communication requires at least 2 agents: a speaker and a listener • However, communication does not occur in a void – thus the initial model may never occur in real life as there may always be more than one listener or more than one agent. • More agents may be required when the communication receives responses from multiple listeners. • Moreover, due to the lack of time constraints on online conversations (they may begin at any time, and be picked up again at irregular intervals), it may be impossible for a single agent to be on call for every response. • Thus, a client may begin a conversation with one agent, and receive a response for a different one. • The trace plays an important role of preparing agents and ensuring that the proper response is given.

31. Communication Infrastructure Multi-Channel Publishing Source: http://www.briansolis.com/2008/08/introducing-conversation-prism/

32. Communication Infrastructure Social Media Monitoring Social Media Monitoring is the continuoussystematic observation and analysis of social media networks and social communities. It supports a quick overview or insight into topics and opinions in the social web. * *http://de.wikipedia.org/wiki/Social_Media#Monitoring image: http://www.cosida.com/media/images/2011/4/SMM_tools.jpg

33. Engagement Engagement Value-chain generation Communication Patterns Crowdsourcing Workflow management • Communication • Active and reactive • Trace • Multi-channel switch • Multi-agent switch Multi-Channel Publishing Social Media Monitoring Impact Feedback Response

34. Engagement Overview • Communication infrastructure • Workflow management • Crowdsourcing • Communication patterns • Value-chain generation • Engagement • Application types • Summary

35. Workflow management What is Workflow management? • A workflow consists of a sequence of concatenated (connected) steps*. • Workflow management refers to the process of assigning, tracking and responding to social media streams, usually in a team environment in order to prevent double responses and missed opportunities. It is crucial for an enterprise tool to promote team productivity through collaboration. *http://en.wikipedia.org/wiki/Workflow

36. Workflow management Why do we need Workflow management? • Distribute customer feedback internally based on the content of the incoming/monitored discussions. • Increase the quality of the services and products by communicating the feedback to the responsible employees of the enterprise (i.e. Quality management). • Coordinate and track who at the enterprise is assigned an issue,who said what to whom, who manages what relationships, etc. • Effectively escalate very important issues to a higher support level.

37. Workflow management Why do we need Workflow management? (cnt’d) • Consider how to get the right information to the right team on an ongoing basis – as volume increases ad hoc methods won’t scale. • Classify and tag posts, adjust sentiment, and route them for follow up and engagement. • Ensure all users have reviewed/closed all posts they are assigned. • Measure which issues closed faster and more efficiently in order to reuse the used strategies in the future.

38. Workflow management Why do we need Workflow management? (cnt’d) • Exploit the monitoring phase of an enterprise’s strategy in the most efficient way by assigning the appropriate people to take care of the various issues that are coming through the social media monitoring diode. • Establish a collaborative environment around the reputation management of a brand and leverage the effort of each employee to a step towards the enterprise’s public visibility and awareness.

39. Workflow management Why do we need Workflow management? (cnt’d) • Quality management The workflow management process supports the quality management activities as: • it is used to circulate to the appropriate persons of the enterprise the different issues that the customers realize and modify whatever is needed to improve the quality of the delivered products and services, • it provides insights about what the customer decides that quality is, and • it facilitates the overall administration of the delivered quality.

40. Engagement Overview • Communication infrastructure • Workflow management • Crowdsourcing • Communication patterns • Value-chain generation • Engagement • Application types • Summary

41. Crowdsourcing What is Crowdsourcing? • Crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals. The crucial prerequisite is the use of the open call format and the wide network of potential laborers. (Howe, 2006)

42. Crowdsourcing What is Crowdsourcing? • Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call. • The application of Open Source principles to fields outside of software. Howe (2008, 2009)

43. Crowdsourcing Advantages of Crowdsourcing • Get the work done in a cheap way:Similar to outsourcing, crowdsourcing is used to cut costs. Provides a better value for money. • Scalability: Crowdsourcing is able to scale tasks and distribute workload in a human based way and hopefully without any cost (e.g. reCaptcha) • Numerous ideas from numerous people:A large pool of participants leads to more ideas, which increases the possibility to come along an especially smart one. • Fast:It will take less time to find the right person to do the job. In fact it could be almost immediately. • Awareness:Connects businesses to their audiences and consumers.

44. Crowdsourcing Disadvantages of Crowdsourcing • Quality assurance:There is little guarantee that the delivered product will be of sufficient quality and efficacy. • Misuse may introduce more problems that it tries to solve:An enterprise should be sure that crowdsources tasks without and confidentiality issues. The fact that you post your task on the web for everybody to see is enough to blow any confidentiality away (e.g. R&D). • Business model integration: Getting a few jobs done via Crowdsourcing seems to be beneficial. However, trying to integrate Crowdsourcing in the existing Business model of a company looks quite tough.

45. Crowdsourcing Examples of Crowdsourcing http://en.wikipedia.org/wiki/List_of_crowdsourcing_projects

46. Crowdsourcing OpenStreetMap • OpenStreetMap (OSM) is an initiative to create and provide free geographic data, such as street maps, to anyone • OpenStreetMap collects and pool geographic data in order to establish a world map under the Creative Commons license. Contributions are voluntary, with no financial reward. • There are no restrictions on who can use the data. Individuals, clubs, societies, charities, academe, government, commercial companies.

47. Crowdsourcing ReCaptcha • ReCAPTCHA improves the process of digitizing books by sending words that cannot be read by computers to the Web in the form of CAPTCHAs* for humans to decipher. More specifically, each word that cannot be read correctly by Optical Character Recognition (OCR) is placed on an image and used as a CAPTCHA. • Each new word that cannot be read correctly by OCR is given to a user in conjunction with another word for which the answer is already known. The user is then asked to read both words. If they solve the one for which the answer is known, the system assumes their answer is correct for the new one. The system then gives the new image to a number of other people to determine, with higher confidence, whether the original answer was correct. * A CAPTCHA is a type of challenge-response test used in computing as an attempt to ensure that the response is generated by a person

48. Crowdsourcing Amazon Mechanical Turk • Amazon’s Mechanical Turk is a market in which anyone can post tasks to be completed and specify prices paid for completing them. • The inspiration of the system was to have users complete simple tasks that would otherwise be extremely difficult (if not impossible) for computers to perform. • A number of businesses use Mechanical Turk to source thousands of micro-tasks that require human intelligence, for example to identify objects in images, find relevant information, or to do natural language processing. • Mechanical Turk has more than 500,000 people in its workforce. Their median wage is about $1.40 an hour.* *http://www.economist.com/node/21555876

49. Crowdsourcing Amazon Mechanical Turk (cnt’d) Jeff Bezos, the chief executive of Amazon.com, has created Amazon Mechanical Turk, an online service involving human workers The Turk, also known as the Mechanical Turk or Automaton Chess Player* *http://en.wikipedia.org/wiki/The_Turk

50. Crowdsourcing