How Hollywood Learned to Love the Semantic Web

Lauren Conrad 1.7 Million Twitter Followers

HOW HOLLYWOOD LEARNED TO LOVE THE SEMANTIC WEB

Mandy Moore 2.3 Million Twitter Followers

A SEEMINGLY SIMPLE PROCESS

•  We match brands with celebrities that reach their target audiences on Twitter.

•  We write endorsement copy that is authentic to the celeb and will resonate with followers.

•  Through OAuth to celeb’s Twitter accounts, we distribute approved endorsements.

•  We count the conversations the

campaign inspires, plus clicks-though, retweets, etc.

WHY CELEBRITIES?

Kim Kardashian 7.2 Million Twitter Followers

•  Top Celebrities can get 15,000 clicks per tweet.

•  The NYT and WSJ average about 400.

•  Celebrities cut through the noise.

BBC AMERICA’S TOP GEAR

BBC AMERICA’S TOP GEAR

We count the Clicks

We count the Retweets

We count the Conversations

AUTHENTIC CONVERSATIONS

BBC campaign encouraged people to share stories of their first car. The hashtag #myfirstcar was distributed by celebrities who seeded the conversation with stories of their first vehicle. Success Metric: created over 15,000 responses for #myfirstcar, highest-rated show in Top Gear history

#myfirstcar #myfirstcar

#myfirstcar

TOYOTA SIENNA – SWAGGER WAGON

TOYOTA SIENNA – SWAGGER WAGON

We count the Clicks

We count the Video Views

We count the Retweets

2.8 MM Views

DEVELOPING A UNIQUE EXPERTISE:

Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS

Cristiano Ronaldo 2.5 Million Twitter Followers

•  1,000 of the top celebrities, artists and athletes on Twitter.

•  24,000 successful celebrity endorsements in 18 mos.

•  150 Brands: NBC, Sony, Best Buy, Old Navy, Microsoft, etc.

DEVELOPING A UNIQUE EXPERTISE:

Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS

Cristiano Ronaldo 2.5 Million Twitter Followers

•  1,000 of the top celebrities, artists and athletes on Twitter.

•  24,000 successful celebrity endorsements in 18 mos.

•  150 Brands: NBC, Sony, Best Buy, Old Navy, Microsoft, etc.

•  100K Prospects: accounts on Twitter over 10K followers

Paul Pierce 1.8 Million Followers

•  Needed to get our arms around celebrity data & make it actionable.

•  Must integrate with all aspects of the

business from pre-to-post-campaign.

CHALLENGE: CODIFY OUR TRIBAL KNOWLEDGE

0  20000  40000  60000  80000  100000  120000  

Jan-­‐10  

Jun-­‐10  

Nov-­‐10  

Apr-­‐11  

Sep-­‐11  

Feb-­‐12  

#  Celebs  

HOW CAN WE DO THIS?

My Profile Studied at Maryland Did a project @ MINDSWAP with Prof. Jim Hendler on early SPARQL implementation Did the IBM Extreme Blue Internship Program working on OLAP Went to Google / YouTube – not much culture of SemTech Never deployed semantic technologies until… Ad.ly: •  Had a pressing business need •  Had limited resources •  Had limited funds

Disclaimer:  I  was  a  skep0c  

FREEBASE SATIATED MY SKEPTIC

http://www.freebase.com/view/en/kim_kardashian

/en/kim_kardashian

WHY LINKED DATA IS WORKING

Tera-sized datasets are now available for real world concepts. Celebrities are well-annotated. Lots of industry interest: •  Google buys Freebase, dataset grows •  Linked Data explodes •  Facebook’s OpenGraph embeds RDFa

everywhere •  Facebook’s Graph API brings graph datasets to

the masses w/ REST+JSON

Great data & technology licensing terms for business. •  Freebase Acre is a great way to prototype This just wasn’t true 6 years ago.

How: 5 steps to integrating linked data

UNDERSTAND WHAT YOUR “THINGS” ARE

CHOOSE A LINKED DATASET

RECONCILE YOUR THINGS

1

2

3

BUILD BUSINESS INTELLIGENCE

FEEDBACK & MAINTENANCE

4

5

ADLY DATA MODEL

Endorsement*  Adver@ser*   Celebrity*  

150 Total 24K Total 1K Total

Expected 10K in 6 months Prospect 100K inside of a year

*All entities have performance & analytics data

ADLY CELEBRITY

Snoop  Dogg  (Celebrity)  

hHp://twiHer.com/snoopdogg  

hHp://facebook.com/snoopdogg  

Followers:  3.3M  

Gender:  54.3%  Male,  45.7%  Female  

Top  Ci@es:  LA,  NYC,  Chicago,  Atlanta,  DC  

Top  Countries:  USA,  India,  Philippines  

Avg  RTs  per  Ad:  21  

Fans:  8.9M  

…  

Avatar:            aaa  

How: 5 steps to integrating linked data

UNDERSTAND WHAT YOUR “THINGS” ARE

CHOOSE A LINKED DATASET

RECONCILE YOUR THINGS

1

2

3

BUILD BUSINESS INTELLIGENCE

FEEDBACK & MAINTENANCE

4

5

CHOOSING WHAT TO LINK TO

Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/

TOUR OF LINKED DATA

How: 5 steps to integrating linked data

UNDERSTAND WHAT YOUR “THINGS” ARE

CHOOSE A LINKED DATASET

RECONCILE YOUR THINGS

1

2

3

BUILD BUSINESS INTELLIGENCE

FEEDBACK & MAINTENANCE

4

5

ADLY CELEBRITY

Snoop  Dogg  

hHp://twiHer.com/snoopdogg  

hHp://facebook.com/snoopdogg  

Followers:  3.3M  

Gender:  54.3%  Male,  45.7%  Female  

Top  Ci@es:  LA,  NYC,  Chicago,  Atlanta,  DC  

Top  Countries:  USA,  India,  Philippines  

Avg  RTs  per  Ad:  21  

Fans:  8.9M  

…  

Avatar:            aaa  

ADLY CELEBRITY WITH FREEBASE

Snoop  Dogg  

hHp://twiHer.com/snoopdogg  

hHp://facebook.com/snoopdogg  

Followers:  3.3M  

Gender:  54.3%  Male,  45.7%  Female  

Top  Ci@es:  LA,  NYC,  Chicago,  Atlanta,  DC  

Top  Countries:  USA,  India,  Philippines  

Avg  RTs  per  Ad:  21  

Fans:  8.9M  

…  

Avatar:            aaa  

hHp://freebase.com/en/snoop_dogg  

Image:                  aaa  

Aliases:  Calvin  Cordozar  Broadus,  Jr.  

Professions:  Rapper,  Musician,  Actor  

Date  of  Birth:  10-­‐20-­‐1971  

Gender:  Male  

Marital  Status:  Married  

RECONCILING WITH FREEBASE

•  As new Celebrities come into our system, they are added to the “Match Queue”

•  When 2 experts agree on a match, the Celebrity is “reconciled” with the freebase entity

New  Celebrity  enters  queue  

Judgement  s@ll  out  

Skip

New

Freebase  ID  Matched!  

2x Confirmation

RECONCILING WITH FREEBASE

RECONCILING WITH FREEBASE

MATCH!  

RECONCILING WITH FREEBASE

RECONCILING WITH FREEBASE No  clear  match  

ADLY DATA WITH FREEBASE

Snoop  Dogg  

hHp://twiHer.com/snoopdogg  

hHp://facebook.com/snoopdogg  

Followers:  3.3M  

Gender:  54.3%  Male,  45.7%  Female  

Top  Ci@es:  LA,  NYC,  Chicago,  Atlanta,  DC  

Top  Countries:  USA,  India,  Philippines  

Avg  RTs  per  Ad:  21  

Fans:  8.9M  

…  

Avatar:            aaa  

hHp://freebase.com/en/snoop_dogg  

Image:                  aaa  

Aliases:  Calvin  Cordozar  Broadus,  Jr.  

Professions:  Rapper,  Musician,  Actor  

Date  of  Birth:  10-­‐20-­‐1971  

Gender:  Male  

Marital  Status:  Married  

FREEBASE RELATIONAL MAPPING

•  Special shout out to author Jeff Schenck •  Also could be called FreebaseAlchemy •  RDFAlchemy already exists!

DATA FLOW

<code>  c.freebase_date_of_birth  

</code>  Freebase  

MQL  Query  

web1   cache1  

<code>  c.name  </code>  

db1  SQL  Query  

web1  

DATABASE PROPERTY:

FREEBASE PROPERTY:

FREEBASE TOOLS

http://matchmaker.freebaseapps.com/

Matchmaker

http://freebase.com/queryeditor

Schema Explorer http://schemas.freebaseapps.com/

Acre http://acre.freebase.com/

MQL Query Editor

How: 5 steps to integrating linked data

UNDERSTAND WHAT YOUR “THINGS” ARE

CHOOSE A LINKED DATASET

RECONCILE YOUR THINGS

1

2

3

BUILD BUSINESS INTELLIGENCE

FEEDBACK & MAINTENANCE

4

5

DEMO: FILTERING

DEMO: AUGMENT VISUAL DISPLAY

https://admin.ad.ly/admin/celebrity/5391/bio/

PLAYING WITH SEMANTIC DATA

WHAT YOU CAN DO •  Provide context on reconciled

entities

•  Filter on Properties –  We do this in our Celeb Finder

•  Machine learning on Properties –  Add into clustering as signal

•  Reasoning

–  Need to serialize internal facts into RDF & create Ontology

–  Query a SPARQL endpoint

TOOLS I’D USE TO DO IT

Cwm

How: 5 steps to integrating linked data

UNDERSTAND WHAT YOUR “THINGS” ARE

CHOOSE A LINKED DATASET

RECONCILE YOUR THINGS

1

2

3

BUILD BUSINESS INTELLIGENCE

FEEDBACK & MAINTENANCE

4

5

FEEDBACK & MAINTENANCE

Tell  us  what’s  b0rked!  

Negative Feedback

Op-Amp Abstraction

In Out

FEEDBACK QUEUE

Summary

•  You don’t need a cross PhD in Computer Science and Philosophy to use SemTech today for visual augmentation and business model properties

•  Linking datasets benefit from human intervention, but tools like the Reconciliation Queue makes this task easier & scalable

•  This 5 step process sets you up to do long term advanced Semantic Analysis with Reasoning, Machine Learning, and so much more

THANK YOU!

50 Cent 5.4 Million Twitter Followers

Chris Testa [email protected] @crstesa