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HOW HOLLYWOOD LEARNED
TO LOVE THE SEMANTIC WEB




         Lauren Conrad
        1.7 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. 


            Mandy Moore
            2.3 Million Twitter Followers
WHY CELEBRITIES? 




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

   
•  The NYT and WSJ average
   about 400.

   
•  Celebrities cut through the
   noise.




 Kim Kardashian
 7.2 Million Twitter Followers
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



             2.8 MM
             Views               We count the Video Views




                                  We count the Retweets
DEVELOPING A UNIQUE EXPERTISE: 



Ad.ly CONNECTS BRANDS WITH 
CONSUMERS VIA TOP CELEBS
    •  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.
    




            Cristiano Ronaldo
            2.5 Million Twitter Followers
DEVELOPING A UNIQUE EXPERTISE: 



Ad.ly CONNECTS BRANDS WITH 
CONSUMERS VIA TOP CELEBS
    •  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


            Cristiano Ronaldo
            2.5 Million Twitter Followers
CHALLENGE: CODIFY OUR TRIBAL
 KNOWLEDGE
120000	
  
100000	
  
                                                                                                        #	
  Celebs	
  
 80000	
  
 60000	
  
 40000	
  
 20000	
  
     0	
  
             Jan-­‐10	
  
                            Jun-­‐10	
  
                                           Nov-­‐10	
  
                                                          Apr-­‐11	
  
                                                                         Sep-­‐11	
  
                                                                                        Feb-­‐12	
  



•  Needed to get our arms around
   celebrity data & make it actionable.
 
•  Must integrate with all aspects of the
   business from pre-to-post-
   campaign.

                                                                                                       Paul Pierce
                                                                                                       1.8 Million Followers
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…
 Disclaimer:	
  
 I	
  was	
  a	
  skep0c	
     Ad.ly:

                               •  Had a pressing business need
                               •  Had limited resources
                               •  Had limited funds
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
1
   UNDERSTAND WHAT YOUR “THINGS” ARE


2
   CHOOSE A LINKED DATASET



3
 RECONCILE YOUR THINGS



4
   BUILD BUSINESS INTELLIGENCE



5
 FEEDBACK & MAINTENANCE
ADLY DATA MODEL


Adver@ser*	
          Endorsement*	
              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)	
  




                                              Avatar:	
  	
  	
  	
  	
  	
  aaa	
  


                                            Followers:	
  3.3M	
  

                                         Gender:	
  54.3%	
  Male,	
  
                                            45.7%	
  Female	
  
                    hHp://twiHer.com/
                       snoopdogg	
  
                                         Top	
  Ci@es:	
  LA,	
  NYC,	
  
                                         Chicago,	
  Atlanta,	
  DC	
  

                                         Top	
  Countries:	
  USA,	
  
                                          India,	
  Philippines	
  

                                          Avg	
  RTs	
  per	
  Ad:	
  21	
  

                                                  Fans:	
  8.9M	
  
                hHp://facebook.com/
                     snoopdogg	
  
                                                              …	
  
How: 5 steps to integrating linked
                data
1
 UNDERSTAND WHAT YOUR “THINGS” ARE



2
   CHOOSE A LINKED DATASET


3
 RECONCILE YOUR THINGS



4
   BUILD BUSINESS INTELLIGENCE



5
 FEEDBACK & MAINTENANCE
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
1
 UNDERSTAND WHAT YOUR “THINGS” ARE



2
 CHOOSE A LINKED DATASET



3
   RECONCILE YOUR THINGS


4
   BUILD BUSINESS INTELLIGENCE



5
 FEEDBACK & MAINTENANCE
ADLY CELEBRITY

Snoop	
  Dogg	
  




                                              Avatar:	
  	
  	
  	
  	
  	
  aaa	
  


                                            Followers:	
  3.3M	
  

                                         Gender:	
  54.3%	
  Male,	
  
                                            45.7%	
  Female	
  
                    hHp://twiHer.com/
                       snoopdogg	
  
                                         Top	
  Ci@es:	
  LA,	
  NYC,	
  
                                         Chicago,	
  Atlanta,	
  DC	
  

                                         Top	
  Countries:	
  USA,	
  
                                          India,	
  Philippines	
  

                                          Avg	
  RTs	
  per	
  Ad:	
  21	
  

                                                  Fans:	
  8.9M	
  
                hHp://facebook.com/
                     snoopdogg	
  
                                                              …	
  
ADLY CELEBRITY WITH FREEBASE

                                                                                      hHp://freebase.com/       Image:	
  	
  	
  	
  	
  	
  	
  	
  	
  aaa	
  
Snoop	
  Dogg	
                                                                         en/snoop_dogg	
  
                                                                                                               Aliases:	
  Calvin	
  
                                                                                                            Cordozar	
  Broadus,	
  Jr.	
  

                                                                                                            Professions:	
  Rapper,	
  
                                             Avatar:	
  	
  	
  	
  	
  	
  aaa	
                             Musician,	
  Actor	
  

                                                                                                                   Date	
  of	
  Birth:	
  
                                           Followers:	
  3.3M	
                                                     10-­‐20-­‐1971	
  
                                        Gender:	
  54.3%	
  Male,	
                                                Gender:	
  Male	
  
                                           45.7%	
  Female	
  
                    hHp://twiHer.com/
                                                                                                                 Marital	
  Status:	
  
                       snoopdogg	
  
                                        Top	
  Ci@es:	
  LA,	
  NYC,	
                                             Married	
  
                                        Chicago,	
  Atlanta,	
  DC	
  

                                        Top	
  Countries:	
  USA,	
  
                                         India,	
  Philippines	
  

                                         Avg	
  RTs	
  per	
  Ad:	
  21	
  

                                                 Fans:	
  8.9M	
  
                hHp://facebook.com/
                     snoopdogg	
  
                                                             …	
  
RECONCILING WITH FREEBASE
                                        New




New	
  Celebrity	
                 Judgement	
  s@ll	
   2x Confirmation   Freebase	
  ID	
  
enters	
  queue	
                       out	
                               Matched!	
  




                                        Skip


    •  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
RECONCILING WITH FREEBASE
RECONCILING WITH FREEBASE




       MATCH!	
  
RECONCILING WITH FREEBASE
RECONCILING WITH FREEBASE
                   No	
  clear	
  
                    match	
  
ADLY DATA WITH FREEBASE

                                                                                      hHp://freebase.com/       Image:	
  	
  	
  	
  	
  	
  	
  	
  	
  aaa	
  
Snoop	
  Dogg	
                                                                         en/snoop_dogg	
  
                                                                                                               Aliases:	
  Calvin	
  
                                                                                                            Cordozar	
  Broadus,	
  Jr.	
  

                                                                                                            Professions:	
  Rapper,	
  
                                             Avatar:	
  	
  	
  	
  	
  	
  aaa	
                             Musician,	
  Actor	
  

                                                                                                                   Date	
  of	
  Birth:	
  
                                           Followers:	
  3.3M	
                                                     10-­‐20-­‐1971	
  
                                        Gender:	
  54.3%	
  Male,	
                                                Gender:	
  Male	
  
                                           45.7%	
  Female	
  
                    hHp://twiHer.com/
                                                                                                                 Marital	
  Status:	
  
                       snoopdogg	
  
                                        Top	
  Ci@es:	
  LA,	
  NYC,	
                                             Married	
  
                                        Chicago,	
  Atlanta,	
  DC	
  

                                        Top	
  Countries:	
  USA,	
  
                                         India,	
  Philippines	
  

                                         Avg	
  RTs	
  per	
  Ad:	
  21	
  

                                                 Fans:	
  8.9M	
  
                hHp://facebook.com/
                     snoopdogg	
  
                                                             …	
  
FREEBASE RELATIONAL MAPPING




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


DATABASE PROPERTY:

                     <code>	
  
 web1	
                                     SQL	
  
                     c.name	
  
                                           Query	
                     db1	
  
                     </code>	
  



FREEBASE PROPERTY:

                     <code>	
  
 web1	
                                    MQL	
  
            c.freebase_date_of_birth	
                 cache1	
  
                                           Query	
                  Freebase	
  
                    </code>	
  
FREEBASE TOOLS

              Matchmaker

http://matchmaker.freebaseapps.com/
                                               MQL Query Editor
                                          http://freebase.com/queryeditor

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

                                               Acre
                                      http://acre.freebase.com/
How: 5 steps to integrating linked
                data
1
 UNDERSTAND WHAT YOUR “THINGS” ARE



2
 CHOOSE A LINKED DATASET



3
 RECONCILE YOUR THINGS



4
   BUILD BUSINESS INTELLIGENCE


5
 FEEDBACK & MAINTENANCE
DEMO: FILTERING
DEMO: AUGMENT VISUAL DISPLAY




          https://admin.ad.ly/admin/celebrity/5391/bio/
PLAYING WITH SEMANTIC DATA

WHAT YOU CAN DO                             TOOLS I’D USE TO DO IT
•    Provide context on reconciled
     entities

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


•    Machine learning on Properties
      –  Add into clustering as signal
                                                              Cwm
•    Reasoning
      –  Need to serialize internal facts
         into RDF & create Ontology
      –  Query a SPARQL endpoint
How: 5 steps to integrating linked
                data
1
 UNDERSTAND WHAT YOUR “THINGS” ARE



2
 CHOOSE A LINKED DATASET



3
 RECONCILE YOUR THINGS



4
   BUILD BUSINESS INTELLIGENCE



5
   FEEDBACK & MAINTENANCE
FEEDBACK & MAINTENANCE
        Negative
        Feedback


In                        Out

                                Tell	
  us	
  what’s	
  
     Op-Amp Abstraction            b0rked!	
  
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!
   Chris Testa
   testa@adly.com
   @crstesa




50 Cent
5.4 Million Twitter Followers

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How Hollywood Learned to Love the Semantic Web

  • 1. HOW HOLLYWOOD LEARNED TO LOVE THE SEMANTIC WEB Lauren Conrad 1.7 Million Twitter Followers
  • 2. 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. Mandy Moore 2.3 Million Twitter Followers
  • 3. WHY CELEBRITIES? •  Top Celebrities can get 15,000 clicks per tweet.
 •  The NYT and WSJ average about 400.
 •  Celebrities cut through the noise. Kim Kardashian 7.2 Million Twitter Followers
  • 5. BBC AMERICA’S TOP GEAR We count the Clicks We count the Retweets We count the Conversations
  • 6. 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
  • 7. TOYOTA SIENNA – SWAGGER WAGON
  • 8. TOYOTA SIENNA – SWAGGER WAGON We count the Clicks 2.8 MM Views We count the Video Views We count the Retweets
  • 9. DEVELOPING A UNIQUE EXPERTISE: 
 Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS •  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. Cristiano Ronaldo 2.5 Million Twitter Followers
  • 10. DEVELOPING A UNIQUE EXPERTISE: 
 Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS •  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 Cristiano Ronaldo 2.5 Million Twitter Followers
  • 11. CHALLENGE: CODIFY OUR TRIBAL KNOWLEDGE 120000   100000   #  Celebs   80000   60000   40000   20000   0   Jan-­‐10   Jun-­‐10   Nov-­‐10   Apr-­‐11   Sep-­‐11   Feb-­‐12   •  Needed to get our arms around celebrity data & make it actionable. •  Must integrate with all aspects of the business from pre-to-post- campaign. Paul Pierce 1.8 Million Followers
  • 12. HOW CAN WE DO THIS?
  • 13. 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… Disclaimer:   I  was  a  skep0c   Ad.ly: •  Had a pressing business need •  Had limited resources •  Had limited funds
  • 14. FREEBASE SATIATED MY SKEPTIC http://www.freebase.com/view/en/kim_kardashian /en/kim_kardashian
  • 15. 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.
  • 16. How: 5 steps to integrating linked data 1 UNDERSTAND WHAT YOUR “THINGS” ARE 2 CHOOSE A LINKED DATASET 3 RECONCILE YOUR THINGS 4 BUILD BUSINESS INTELLIGENCE 5 FEEDBACK & MAINTENANCE
  • 17. ADLY DATA MODEL Adver@ser*   Endorsement*   Celebrity*   150 Total 24K Total 1K Total Expected 10K in 6 months Prospect 100K inside of a year *All entities have performance & analytics data
  • 18. ADLY CELEBRITY Snoop  Dogg   (Celebrity)   Avatar:            aaa   Followers:  3.3M   Gender:  54.3%  Male,   45.7%  Female   hHp://twiHer.com/ snoopdogg   Top  Ci@es:  LA,  NYC,   Chicago,  Atlanta,  DC   Top  Countries:  USA,   India,  Philippines   Avg  RTs  per  Ad:  21   Fans:  8.9M   hHp://facebook.com/ snoopdogg   …  
  • 19. How: 5 steps to integrating linked data 1 UNDERSTAND WHAT YOUR “THINGS” ARE 2 CHOOSE A LINKED DATASET 3 RECONCILE YOUR THINGS 4 BUILD BUSINESS INTELLIGENCE 5 FEEDBACK & MAINTENANCE
  • 20. CHOOSING WHAT TO LINK TO Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/
  • 22. How: 5 steps to integrating linked data 1 UNDERSTAND WHAT YOUR “THINGS” ARE 2 CHOOSE A LINKED DATASET 3 RECONCILE YOUR THINGS 4 BUILD BUSINESS INTELLIGENCE 5 FEEDBACK & MAINTENANCE
  • 23. ADLY CELEBRITY Snoop  Dogg   Avatar:            aaa   Followers:  3.3M   Gender:  54.3%  Male,   45.7%  Female   hHp://twiHer.com/ snoopdogg   Top  Ci@es:  LA,  NYC,   Chicago,  Atlanta,  DC   Top  Countries:  USA,   India,  Philippines   Avg  RTs  per  Ad:  21   Fans:  8.9M   hHp://facebook.com/ snoopdogg   …  
  • 24. ADLY CELEBRITY WITH FREEBASE hHp://freebase.com/ Image:                  aaa   Snoop  Dogg   en/snoop_dogg   Aliases:  Calvin   Cordozar  Broadus,  Jr.   Professions:  Rapper,   Avatar:            aaa   Musician,  Actor   Date  of  Birth:   Followers:  3.3M   10-­‐20-­‐1971   Gender:  54.3%  Male,   Gender:  Male   45.7%  Female   hHp://twiHer.com/ Marital  Status:   snoopdogg   Top  Ci@es:  LA,  NYC,   Married   Chicago,  Atlanta,  DC   Top  Countries:  USA,   India,  Philippines   Avg  RTs  per  Ad:  21   Fans:  8.9M   hHp://facebook.com/ snoopdogg   …  
  • 25. RECONCILING WITH FREEBASE New New  Celebrity   Judgement  s@ll   2x Confirmation Freebase  ID   enters  queue   out   Matched!   Skip •  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
  • 29. RECONCILING WITH FREEBASE No  clear   match  
  • 30. ADLY DATA WITH FREEBASE hHp://freebase.com/ Image:                  aaa   Snoop  Dogg   en/snoop_dogg   Aliases:  Calvin   Cordozar  Broadus,  Jr.   Professions:  Rapper,   Avatar:            aaa   Musician,  Actor   Date  of  Birth:   Followers:  3.3M   10-­‐20-­‐1971   Gender:  54.3%  Male,   Gender:  Male   45.7%  Female   hHp://twiHer.com/ Marital  Status:   snoopdogg   Top  Ci@es:  LA,  NYC,   Married   Chicago,  Atlanta,  DC   Top  Countries:  USA,   India,  Philippines   Avg  RTs  per  Ad:  21   Fans:  8.9M   hHp://facebook.com/ snoopdogg   …  
  • 31. FREEBASE RELATIONAL MAPPING •  Special shout out to author Jeff Schenck •  Also could be called FreebaseAlchemy •  RDFAlchemy already exists!
  • 32. DATA FLOW DATABASE PROPERTY: <code>   web1   SQL   c.name   Query   db1   </code>   FREEBASE PROPERTY: <code>   web1   MQL   c.freebase_date_of_birth   cache1   Query   Freebase   </code>  
  • 33. FREEBASE TOOLS Matchmaker http://matchmaker.freebaseapps.com/ MQL Query Editor http://freebase.com/queryeditor Schema Explorer http://schemas.freebaseapps.com/ Acre http://acre.freebase.com/
  • 34. How: 5 steps to integrating linked data 1 UNDERSTAND WHAT YOUR “THINGS” ARE 2 CHOOSE A LINKED DATASET 3 RECONCILE YOUR THINGS 4 BUILD BUSINESS INTELLIGENCE 5 FEEDBACK & MAINTENANCE
  • 36. DEMO: AUGMENT VISUAL DISPLAY https://admin.ad.ly/admin/celebrity/5391/bio/
  • 37. PLAYING WITH SEMANTIC DATA WHAT YOU CAN DO TOOLS I’D USE TO DO IT •  Provide context on reconciled entities •  Filter on Properties –  We do this in our Celeb Finder •  Machine learning on Properties –  Add into clustering as signal Cwm •  Reasoning –  Need to serialize internal facts into RDF & create Ontology –  Query a SPARQL endpoint
  • 38. How: 5 steps to integrating linked data 1 UNDERSTAND WHAT YOUR “THINGS” ARE 2 CHOOSE A LINKED DATASET 3 RECONCILE YOUR THINGS 4 BUILD BUSINESS INTELLIGENCE 5 FEEDBACK & MAINTENANCE
  • 39. FEEDBACK & MAINTENANCE Negative Feedback In Out Tell  us  what’s   Op-Amp Abstraction b0rked!  
  • 41. 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
  • 42. THANK YOU! Chris Testa testa@adly.com @crstesa 50 Cent 5.4 Million Twitter Followers