Communication - PowerPoint Presentation

Slide1

Communication

Dieter

Fensel

,

Andreea

Gagiu

, Birgit

LeiterSlide2

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel Switch

Multi-Agent

SummarySlide3

1. Communication

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 may mean**:The act of transmittingA giving or exchanging of information, signals, or messages as by talk, gestures, or writingThe information, signals, or messageClose, sympathetic relationshipA means of communicating; specif., a system for sending and receiving messages, as by telephone, telegraph, radio, etc.A system as of routes for moving troops and materialA passage or way for getting from one place to another.The art of expressing ideas, esp. in speech and writing.The science of transmitting information, esp. in symbols.

* http://dictionary.reference.com/

**

http://

answers.yourdictionary.com/language/what-is-communication.html

Slide4

1. Communication

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.Visualization communication: such as graphs, charts, maps, or logos.Image Source: http://www.rgbstock.com Slide5

1. Communication

Directional Streams

Vertical communication

:Descendant

: Communication that begins in the top management for an enterprise and flows in the way of the hierarchy base of the organization.

Ascendant

vertical communication (opposing type).

Lateral or horizontal communication:Consists of intergroup communicationUsually not dependent on standards and rules established by the formal organization* http://www.knoow.net/en/sceconent/management/communication.htm Image Source: http://www.rgbstock.com Slide6

1. Communication

Need for effective communication

Issue instructions and enable the business to operate (see vertical communication)

Enable people at the same level to communicate with each other (see horizontal communication)

Communicate with stakeholders and employees.

Provide essential information.

Keep stakeholders informed. Slide7

1. Communication

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.The “noise” component appeared as the authors recognized the presence of static that interferes with one listening to a telephone conversation.Slide8

1. Communication

Communication process elements

*:

Transmitter or communication’s message source: initiates the communication process and sends the

message

Message

transmission channel

: enables the transmission of the message. Connects the transmitter and the receiver.Message receptor: entity that receives and decodes the message.Noises: obstructions in the communication process. Noise is internal (occurs during the encoding or decoding phases) or external (occurs on the transmission channel)Feedback: the answer the receptor gives as a result of the received message. Can be transmitted by the same channel or a different one. * http://www.knoow.net/en/sceconent/management/communication.htm Image: http://www.productphotographers.net/wp-content/uploads/images/process.jpg Slide9

1. Communication

Information Source

Transmitter

Destination

Receiver

Noise Source

Message

Signal

Signal

Received

Message

Schematic diagram of a general communication

system as proposed by

Shannon and Weaver (1949

). Slide10

1. Communication

However:

The model presented is a minimalist abstraction of the reality it attempts to reproduce

.Most communication systems are more complex.

Most information sources (and destinations) act as both sources and destinations.

Transmitters, receivers, channels, signals, and messages are layered both serially and in parallel:

There are multiple signals transmitted and received , even when they are converged into a common signal stream and a common channel. Slide11

1. Communication

Moreover,

The Shannon model is not a model of communication

It is a model of the flow of information through a medium.

It is incomplete and biased

It is applicable to the system it maps (telephone or telegraph), rather than most other media.

It suggests a “push” model in which sources of information can inflict it on destinations.Slide12

1. Communication

In the real world of media:

Destinations are self-selecting “consumers” of information who have the ability to:

select the messages they are most interested in

turn off messages that don’t interest them

focus on one message in preference to other in message rich environments

they can choose to simply not pay attention

Messages are frequently stored for elongated periods of time and/or modified in some ways before they are accessed by the “destination”.Communication is almost never unidirectional and it is often indirect. Slide13

1. Communication

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.

Individuals are simultaneously engaging in sending and receiving of messages (

Barnlund, 2008).Slide14

1. Communication

We communicate to cooperate – regardless of the channel employed.

Communication is

Multi-channel

Self-referential (the transmitter also communicates to himself), i.e. reflexive

Embedded in a network (communication does not occur in a void, the actors communicating are not isolated).Slide15

1. Communication

Computer mediated communication is compared to other forms of communication media based on the following aspects:

Synchronicity

Persistence or “

recordability

”

Anonymity

TransienceMultimodal languageRelative lack of governing codes of conduct (McQuail, 2005)A strong dependence on the environment can be observed. Slide16

1. Communication

Our approach:

We disseminate information

Deal with the aggregation of feedback and impact by:

simply going through the dissemination chain in the opposite direction

i

ntegrating them under the appropriate knowledge item

We not onlyTALKBUT also

LISTEN

to responseSlide17

1. Communication

Online Communication

It is not bound by physical, temporal and social limitations.

Anonymity and privacy depends on the context of the channel used.

It enables large number of audience to transmit and receive information.

Image

Source

: Slide18

1. Communication

Communication must support:

Design

of an information item;Dissemination

of an information item over suitable channels;

Observation

of communication acts

Measure, analysis, and aggregation of the information publishedA holistic methodology for supporting communication must support the above subtasks that form a circle or spiralThese activities form a circle that we call the life cycle model of communicationImage Source: Slide19

1. Communication

Measure

Analyze

Aggregate

Design

Observe

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.

A Lifecycle of CommunicationSlide20

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel SwitchMulti-AgentSummarySlide21

2. Dissemination

Dissemination

(from the

Latin

dissēminātus

= “sowing seeds”, “scatter wildly in every direction”) refers to the process of broadcasting a message to the public without direct feedback from the audience

Takes on the view of the traditional view of communication which involves a sender and a receiver.

The message carrier sends out information to many in a broadcasting system (composed of more than one channels)Harmsworth et al. (2000) define dissemination as “delivering and receiving of a message”, “the engagement of an individual in a process” and “the transfer of a process or product”.

21

Image

taken from:

http://

nichcy.org/wp-content/uploads/2011/01/rsz_1rsz_dissemination2.jpg

Slide22

2. Dissemination

“In

telecommunications and computer networking, a

communication channel

, or

channel

, refers either to a physical transmission medium such as a wire, or to a logical connection over a multiplexed medium such as a radio channel

.” (Wikipedia Channel (communications))A channel is a means of exchanging information in the on-line space; a “place” where one can find or leave information, whether it is unanimously referred by a URI or addressed through a service.

22

Image taken from

: http://www.rgbstock.com Slide23

2. Dissemination

Classification of channels by the type of service they provide:

2

.1. Static Broadcasting

2

.2. Dynamic Broadcasting

2

.3. Sharing2.4. Collaboration2.5. Social Networks2.6. Internet Forums and Discussion Boards2.7. Online Discussion Groups2.8. Semantic-based CommunicationImage taken

from: http://www.softicons.com/free-icons/application-icons/or-applications-icons-by-iconleak/file-cabinet-icon Slide24

2.1. 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….

24Slide25

2.2. 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

/ Email lists MicroblogsBlogsSocial networksChat and instant messaging applications

25Slide26

2.3. 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 websites26Slide27

2.4. 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.  

27Slide28

2.5. Social

Networks

Provide a community aspect, i.e. forms a community that shares information in a multi-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 look and feel of the profileSocial networks typically offer more than one channel of dissemination (thus they will be considered platforms with many available dissemination channels):Facebook: Pages, Groups, Share optionsLinkedIn and Xing are focused on professional use and fit the purpose of organizations

28Slide29

2.6. 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 postCommon featuresTripcodes and capcodes - a secret password is added to the user's name following a separator character Private messageAttachmentBBCode and HTMLEmoticon or smiley to convey emotionPollRSS and ATOM feedsOther forum features

29Slide30

2.7. 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 purpose of the services is to enable collaboration, knowledge and information sharing and open discussions

Examples: Google Groups,

Facebook Groups, Yahoo! Groups, LinkedIn Groups, Xing Groups. Similar in many ways to Discussion boards and Internet Forums30Slide31

2.8.

Semantic Based Dissemination

31

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: RDFaMicroformats

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 informationSlide32

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel SwitchMulti-AgentSummarySlide33

3. Social Media Monitoring

SMM

tools facilitate the

listening of what people say about various topics in the social media sphere (blogs, twitter, facebook

, etc.)

Listening

:

 is active, focused, concentrated attention for the purpose of understanding the meanings expressed by a speaker.Slide34

3. Social Media Monitoring

What are the Social Media Monitoring Tools? (cont’d)

Harness the wealth of information available online in the form of user-generated content

These tools offer means for listening to the social media users, analyzing and measuring their activity in relation to a brand or enterprise

Offer access to real customers opinions, complaints and questions, at real time, in a highly scalable waySlide35

3. Social Media Monitoring

Channels to analyze

The

Conversation

SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS

MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING

SOCIAL MEDIA NEWS

AGGREGATORSSlide36

3. Social Media Monitoring

A Social Media Monitoring tool should support the following core features:

Listening grid

Data analysis

Sentiment analysis

Historical data

DashboardSlide37

3. Social Media Monitoring

Commercial Tools

Alterian

SM2

Brandwatch

Converseon

Cymfony

Maestroevolve24 Mirror Media Metrics socialMeme Meltwater BuzzNM Incite My BuzzMetricsRadian6SysomosVisible Technologies IntelligenceSlide38

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel SwitchMulti-AgentSummarySlide39

4. Integration of Publication and Monitoring

To make Online Communication efficient

and

effective, a tool needs to

Integrate publication and monitoring (and support active and reactive communication)

Trace the communication in an easy to use manner

Address the issue of multiple

channels and multiple agents

Multi-Channel

Publishing

Social Media

Monitoring

Communication

Active and reactive communicationSlide40

4. Integration of Publication and Monitoring

Address the Issue of Multiple Channels

Trace the Communication

Support Active and Re-active

C

ommunication

+

Address the Issue of Multiple AgentsSlide41

4. Integration of Publication and Monitoring

Active vs. re-active communication

Active communication

If an agent starts a communication – the agent takes the role of the message sender – we talk about active communication.

Multi-Channel

Publishing

Social Media

Monitoring

CommunicationActive and reactive communication

Response

Impact

FeedbackSlide42

4. Integration of Publication and Monitoring

Active vs. re-active communication

The first step in the Communication Lifecycle will be to design an information item that will be disseminated over suitable channels in the next step.

E.g. the hotelier is engaging with potential costumers by publishing a new offer on his Web site.

Measure

Analyze

Aggregate

DesignObserve

DisseminateSlide43

4. Integration of Publication and Monitoring

Active vs. re-active communication

Example of

Active Communication

performed by a hotelier on FacebookSlide44

4. Integration of Publication and Monitoring

Active vs. re-active communication

Customer response to the hotel’s messageSlide45

4. Integration of Publication and Monitoring

Active vs. re-active communication

Re-active

communicationRe-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.

Multi-Channel

Publishing

Social Media

MonitoringCommunicationActive and reactive communication

Response

Impact

FeedbackSlide46

4. Integration of Publication and Monitoring

Active vs. re-active communication

The Communication Lifecycle starts with the observation of all channels. In the next step impact, feedback and responses are measured, aggregated, and analyzed.

E.g

. the hotelier

sees a post on his Facebook page and responds to it.

Measure

AnalyzeAggregateDesignObserve

DisseminateSlide47

4. Integration of Publication and Monitoring

Active

vs. re-active communication

Transmitter: guest at hotel

External

Re-active

communication

Reactor: hotelier

Source:

http://

www.tripadvisor.com/ShowUserReviews-g53449-d96753-r130438938-Hampton_Inn_Pittsburgh_Greentree-Pittsburgh_Pennsylvania.html

Slide48

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel SwitchMulti-AgentSummarySlide49

5. Trace

Tracing a conversation through all channels involved is crucial for making communication effective and efficient, and is therefore required for

Communication has a history

The communication history IS the

trace

Communication must be

remembered otherwise it is meaningless

Multi-ChannelPublishing

Social MediaMonitoring

Communication

Active and reactive communication

Tracing the communication

Response

Impact

FeedbackSlide50

5. Trace

Trace can be viewed as a set of 5 elements:

Speaker

– transmitter, source of the message that initiates the communication process;Listener

– receiver, the destination of the message, witch which a collaboration relation has been established;

Message

– the information disseminated;

Channel – the type of channel used to transmit the information (e.g. Facebook, email, Twitter, etc.)Time and Date – when was the message received; Slide51

5. Trace

Thus, trace can be viewed as

WHO

WHAT

HOW

WHEN

Speaker and Listener

Message

Channel

Time and DateSlide52

5. Trace

No reaction

No reaction

Reaction

Reaction

Reaction

No reaction

Reaction

No reaction

Reaction

Reaction

Reaction

No reaction

…

Hotel

WebsiteSlide53

5. TraceExample

A hotel disseminates offers using the hotel website.

Five potential clients view the offers.

2 clients (marked as

green

) do not react.

The

red client sends an emailThe hotel replies with a phone call.The client is satisfied. The communication stagnates. The purple client posts on Facebook a messageThe hotel repliesThe communication stagnates. For the yellow clientResponds with a tweet, the hotelier replies with a private tweet;The client posts on Tumblr, the hotelier responds;…A chat discussion is initiated via SkypeThe customer is satisfied. Conversation stagnates.Note – the communication with either client can be initiated again at any time. Slide54

5. Trace

Communication with a client can continue until the client decides to stop it (such as, unsubscribes)

The message may or may not be intended for the hotelier (e.g. a client can express his opinions on the hotel on

TripAdvisor

, and the hotel can reply there)

Thus a trace is a set T = {S, L, M, T, C}

S – the collection of speakers,

L – the collection of listeners, M – the message collection, T – the time and date, C – the possible channels,  

Speaker

Listener

Message Set

Time Set

Chanel SetSlide55

5. Trace

For yellow it will be:

1: {Hotel, Client, Message1, Time1, Hotel Website}

2: {Client, Hotel, Message2, Time2, Twitter}

3: {Hotel, Client, Message3, Time3, Twitter}

…

N

: {Client, Hotel, MessageN, TimeN, Skype}Thus:S = {Hotel}; L = {Client};M = {Message1, Message2, Message3, …, MessageN};T = {Time1, Time2, Time3, …, TimeN};C = {Hotel Website, Twitter, Tumblr, …, Skype};Slide56

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel SwitchMulti-AgentSummarySlide57

6. 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.Multi-ChannelPublishing

Social MediaMonitoring

Communication

Active and reactive communication

Tracing the communication

Multi-channel

switch

Response

Impact

FeedbackSlide58

6. Multi-Channel SwitchSlide59

6. Multi-Channel Switch

WHY

Transmitting a message over a channel does not guarantee that the reply will be received on the same channel.

For example, a hotelier might post an offer on Facebook, and receive a response from Twitter.

Transmitters must be able to switch cannels properly and identify the channel where the response will appear.

Due to the abundance of channels, most of the times there are more than one agents transmitting and receiving messages – a workflow must be set up to ensure that all agents are aware of what is discussed and who is speaking.

To do so, the trace mentioned in the previous section must be used. Slide60

6. Multi-Channel Switch

Abundance of Available ChannelsSlide61

6. Multi-Channel SwitchSlide62

6. Multi-channel Switch

Hotel

ClientSlide63

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel SwitchMulti-AgentSummarySlide64

7. Multi-Agent

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.

Multi-Channel

Publishing

Social Media

Monitoring

Communication

Active and reactive communication

Tracing the communication

Multi-channel

switch

Multi-agentSlide65

7. Multi-Agent

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 – explained in the 3

rd

section, plays an important role of preparing agents and ensuring that the proper response is given.Slide66

7. Multi-Agent

1-to-1

The model represented by the two agents can be coded as 1-to-1, one listener and one speaker

The two agents may communicate over a wide variety of channels

Examples of 1-to-1 communication include phone conversations, char and instant messaging, email (when the email is sent specifically to one receiver and the sender knows it will be read only by that person), etc.

The transmitter will always be active, while the respondent is reactive.

A

BTransmit messageTransmit responseSlide67

7. Multi-Agent

1-to-n

When broadcasting information, usually there is one agent who disseminates information to n possible respondents.

This model can be mapped out as 1-to-n: 1 speaker to n listeners.

Examples of such communication include news releases (a press conference for instance, involves 1 speaker and many listeners), a blog post, a Facebook post, Tweet, etc.

Speaker

Listener1

ListenerNTransmit message

Transmit messageTransmit response

…Slide68

7. Multi-Agent

n-to-1

There are situations where there are more speakers and only one listener.

The n-to-1 model is not often encountered in real life.

The speakers would have to transmit messages in a turn-based manner.

One example is ascendant communication – employees reporting to employer.

In some situations, the communication is not turn-based – such as the case of a protest (more speakers trying to address a single listener)ListenerSpeaker1

SpeakerN

…

Transmit message

Transmit message

Transmit responseSlide69

7. Multi-Agent

m-to-n

In real life, there usually are more speakers and more listeners.

An enterprise will use n agents to disseminate information and listen to customer reactions and responses.

Communication is not isolated, thus there will often be more than one listener.Slide70

7. Multi-Agent

m-to-n

Agent1 Posts offer on Facebook

Client Responds on

Agent2 Responds on email

Hotel

Clients

Client’s wife reads the emailSlide71

Communication

Overview

What is communication?

Dissemination

Social Media Monitoring

Integration of Publication and Monitoring

Trace

Multi-Channel SwitchMulti-AgentSummarySlide72

8

. Summary

Communication (from the Latin

commūnicātiōn

- = “share”) refers to the process of imparting or interchange of thoughts, opinions, or information by speech, writing, or signs.Slide73

8. Summary

Shannon and Weaver (1949) communication model consists of: sender, channel, receiver, information source, and destination.

The model is incomplete: communication is bidirectional, agents interact and communicate in parallel, permanently alternating their role in these acts of communication.

Communication

is

Multi-channel

Self-referential (the transmitter also communicates to himself)

ReflexiveEmbedded in a network (communication does not occur in a void, the actors communicating are not isolated).Communication must support:Design of an information item;Dissemination of an information item over suitable channels;Observation of communication actsMeasure, analysis, and aggregation of the information publishedSlide74

8. Summary

The communication history IS the trace and Communication must be remembered

The

trace is composed by passing through the communication channel for a n number of times (where

, and

is a finite number

)

Communication requires at least 2 agents: a speaker and a listenerHowever, 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.The models are: 1-to-1, 1-to-n, n-to-1, and m-to-n.Communication is the integral part of Dissemination.The results of communication can be monitored using social media monitoring tools.  Slide75
Slide76

References

Barnlund

, D. C. (2008). A transactional model of communication. In. C. D. Mortensen (Eds.), Communication theory (2nd ed., pp47-57). New Brunswick, New Jersey: Transaction

.Shannon, C. E., & Weaver, W. (1949).

The mathematical theory of communication

. Urbana, Illinois: University of Illinois

Press

S. Mulpuru, H. H. Harteveldt, and D. Roberge: Five Retail eCommerce Trends To Watch In 2011, Forrester Research Report, January 31, 2011McQuail, Denis. (2005). Mcquail's Mass Communication Theory. 5th ed. London: SAGE Publications.Warschauer, M. (2001). Online communication. In R. Carter & D. Nunan (Eds.), The Cambridge guide to teaching English to speakers of other languages (pp. 207-212). Cambridge: Cambridge University Press.