Invited Speakers

We are happy to welcome following invited speakers to CVM2012.

Rainer Babiel

Babiel GmbH, Germany

Title: Social Media Monitoring - today's leak of semantics


Social Media activities are based on the results of monitoring hundreds or thousands of websites, blogs and social networks. Regarding to the themes which are monitored, daily millions of documents have to be checked and the relevance for the monitoring has to be weight. Reducing the workload to a few thousand articles, photos and so on, the Monitoring has to decide which of them are worth to be read, answered or rectified. All is done on statistical methods without semantic interpretation. And this leads to misinterpretation and fail decisions.

Short Bio:

Dr. Rainer Babiel is general manager of the Babiel GmbH, which he co-founded in 1991. His company is a consultancy and agency for online communications, which implemented its first mobile web solutions in 1999. In addition to various industry clients in Europe, Dr. Babiel has worked as a consultant for the governments of Austria, Germany, Luxembourg and Slovenia. He and his agency realised ambitious online projects for them. Only in the past 12 months, Babiel GmbH won the mobile WSA award, iF Communication Design Award, the Digital Communication Award and the the 2012 German Design Award for the mobile App of the German Bundestag.

Florian Engel and Roman Zimmermann

more onion, Austria

Title: Semantic technology and ecampaigning


Semantic technology can be used for digital campaigns in a number of different ways. One of the areas ecampaigners spend a log of time with is profiling their audience. To reach optimal participation and engagement it's a good practice to test your campaigns, iterate and keep testing. In some ways RDFa and sentiment detection can be used to support this process.

Data is key to understanding what's really going on. In most cases there are more questions than answers. Why does one campaign work while the other one doesn't really attract people's attention? Which supporters respond to what kind of content? How can we improve overall engagement of specific supporter groups?

In my presentation I want to outline a few basic strategies digital campaigns operate by and present small case studies on the usage of semantic technologies as part of the online campaigns.

Short Bio - Florian Engel:

Florian Engel hat bereits in seiner Schulzeit als Aktivist in diversen Non-Profit Organisationen gearbeitet. Im Rahmen seiner Tätigkeit in der Bundesschüler/innenvertretung hat er die erste Erfahrung mit professioneller Kampagnenarbeit und PR gemacht.
Während einem einjährigen Auslandsaufenthalt in Neuseeland / Aotearoa hat Florian sein Interesse für Web-Design und Online Kampagnen entwickelt. Zurück in Österreich konnte er sein Wissen in einer kurzen Karriere in der Werbebranche zum Einsatz bringen. Ethische Bedenken an der Arbeit von Werbeagenturen und die Motivation wieder im Non-Profit Bereich zu arbeiten haben dazu geführt, dass er sich selbstständig gemacht hat.
2008 hat Florian more onion gegründet und gemeinsam mit Roman Zimmermann (damals Teilzeit beschäftigt) Websites für den Human Rights Legal Aid Fund und Attach International umgesetzt. Währenddessen hat Florian diverse Trainings bei Duane Raymond - Ecampaigning Experte absolviert, und jährlich das Ecampainging Forum in Oxford besucht.
Seit 2009 hält Florian auch Vorträge und Trainings im Bereich Ecampaigning Strategie, Website Usability und Messmethoden im Ecampaigning (zB für Friends of the Earth Europe, Global2000 und den Vegetarierbund Deutschland).

Short Bio - Roman Zimmermann:

Roman Zimmermann hat bereits während seiner Schulzeit 2001 seine erste Datenbankbasierte Website entwickelt. Zwischen 2005 und 2008 hat Roman als Freelancer bei diversen Projekten als Web-Entwickler gearbeitet (hauptsächlich PHP und Python basierte Projekte). Parallel dazu konnte er seine Passion für Linux (ins besondere Gentoo) ab 2005 als System-Administrator diverser Server und Entwicklungsmaschinen einsetzen.
Im Rahmen des Zivildienstes in der EDV Abteilung des Roten Kreuzes Salzburg hat Roman den Grundstein für ein CRM System entwickelt. Diese Erfahrung konnte er bei der Arbeit mit dem Open Source System CiviCRM wieder zum Einsatz bringen und sie fließt auch in das Ecampaigning Tool, das more onion entwickelt, ein.
In den letzten 3 Jahren hat er sich zudem eingehend mit Data Harvesting, Greasemonkey Scripts und Drupal Entwicklung beschäftigt.
Roman hat einen Bachelor in Physik (2010) und studiert seit 2007 Informatik (Software Information Engineering). Seit 2010 ist Roman Gesellschafter und Lead Developer bei more onion.

Martin Hepp

Hepp Research GmbH, Germany

Title: Talking to the Market with Data: From Semantic SEO to Linked Open Commerce


In this talk, we will analyze why exposing business information using semantic technology is a key component of any marketing strategy for specific products, and illustrate the roles of, GoodRelations, RDFa, and Microdata for future Web architectures that reach out to the digital devices of potential customers.

Short Bio:

Martin Hepp is a professor of General Management and E-Business and chairs the E-Business and Web Science Research Group at Bundeswehr University in Munich, Germany. He holds a Master’s degree in Business Management and a Ph.D. in Business Information Systems from the University of Würzburg (Germany). His research focus is on using semantic technology for the coordination of economic activity, ontology engineering, and semantic business process management. As part of his work, he created eClassOWL and GoodRelations, a pair of industry-strength ontologies for describing offerings on the Web. Currently, he is working on combining human and machine intelligence for producing structured knowledge, in particular by community-driven ontology engineering.

Julius van de Laar

Strategic Campaigns & Communication, Germany

Title: Cutting through the noise: How to shape public perception, frame the debate and effectively engage your audience in the digital age


Successful political campaigns have mastered the tactics and strategies used to effectively present an argument, manage and respond with authority during crisis, influence the debate and shape public perception.

Yet, in today’s 24/7 media environment it has become more difficult than ever to set an agenda, frame an issue or engage an audience.

Four years ago, Barack Obama set a new standard for campaigning by changing the way new media was used to build an aspirational brand, engage and empower supporters, raise money and turn out voters. As the 2012 presidential race unfolds, the campaigns are stepping up their game. And in this cycle, they are embracing digital media more than ever.

However, it’s not only the President’s campaign and his opponents who are faced with the challenge to create a narrative and frame the public debate. Organizations in the private sector often deal with the similar complex issues as they struggle to deliver tailored messages to target their audience, regardless of whether its costumers, investors, media, the general public or even potential employees.

From storytelling to big data lifestyle targeting: Julius van de Laar will provide a first hand account on how today’s most effective campaigns leverage battle tested strategies combined with new media tools to create a persuasive narrative and how they translate into actionable strategies for the corporate context.

Short Bio:

Julius van de Laar is a political strategist and communications expert with strong campaigning experience. He has consulted politicians and political parties, non-governmental organizations, and private sector corporations developing strategies to achieve their goals: developing a compelling campaign narrative, winning elections, advocating for issues, raising money, growing their membership and creating a movement.

During the 2008 US Presidential election, Julius van de Laar worked for Barack Obama's winning presidential campaign in nearly a dozen states. There, he focused on targeting voters and gaining supporters by combining proven campaigning strategies with the latest new media tactics.

Since then, van de Laar served as a senior strategist to Germany's Social Democratic Party in the 2009 federal election cycle, as well as other parties and candidates across Europe. He has consulted for major NGO's including Amnesty International, WWF and Avaaz, providing strategic advice in online and social media campaigning.

Van de Laar is a frequent TV and radio pundit, providing analysis on current political events and online campaigning. He lectures at conferences and universities, gives workshops on campaigning and social media and advises politicians and business leaders on strategic communications.