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A Yarn About Twine -- ISWC 2009 Keynote --   Nova Spivack
 

A Yarn About Twine -- ISWC 2009 Keynote -- Nova Spivack

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The story of how Twine.com came to be, and where it's going. A candid look behind the scenes.

The story of how Twine.com came to be, and where it's going. A candid look behind the scenes.

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    A Yarn About Twine -- ISWC 2009 Keynote --   Nova Spivack A Yarn About Twine -- ISWC 2009 Keynote -- Nova Spivack Presentation Transcript

    • Semantic Search 3.0
      A Yarn about Twine
      ISWC 2009 Keynote
      Nova Spivack
      Founder, CEO Twine.com
      nova@twine.com
    • In 1998 my first Internet companyEarthWebMakers of Developer.com & Dice.comhad a ginormous IPO w00t!!!
      2
      1.11.2008 | Product Positioning
    • At 29 years old, I was set for life**On paper….
      3
      1.11.2008 | Product Positioning
    • But instead of retiring Youth and idealism won out
      4
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    • I wanted to build something REALLY big…A Web of knowledge
      5
      1.11.2008 | Product Positioning
    • So I self-funded my own mini R&D lab, Lucid Ventures
      6
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    • Kris Thorisson (PhD) Jim Wissner (Java whiz)And a bunch of others…
      7
      1.11.2008 | Product Positioning
    • Lucid grew to a few PhD’s And a bunch of engineers We did lots of exploring. In Java.
      8
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    • We eventually built Personal Radar
      9
      1.11.2008 | Product Positioning
      • P2P Semantic Desktop for knowledge sharing
      • Cross-platform, Pure Java
      • Fully semantic, RDF and OWL based
      • Homegrown ultra-fast triplestore
    • We eventually spun the project out as its own company,Radar Networks
      10
      1.11.2008 | Product Positioning
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    • 15
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    • Screenshots
      16
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    • 17
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    • Oh yeah,And I also angel invested in a bunch of startupsAnd bought up more EarthWeb stock. w00t!
      22
      1.11.2008 | Product Positioning
    • Then the Bubble burst…* *WTF???
      23
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    • Nuclear winter for IT and Web venturesBegan…
      24
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    • DON’T TRY THIS AT HOME
      25
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    • Despite the Economy, We Continued to Press ForwardWith our product plan
      26
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    • But there was no venture fundingAvailable anywhere**VC’s are scaredy cats
      27
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    • Luckily,a few days before we ran out of money…
      28
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    • SRI selected us to join the DARPA CALO project
      29
      1.11.2008 | Product Positioning
    • Personal Radar became part of OpenIRIS* See: OpenIRIS.org *Cool project
      30
      1.11.2008 | Product Positioning
    • 2004 - 2005We worked on DARPA CALO & IRIS2006Series A venture roundFinished our work on CALO & IRISStarted to work on our own products
      31
      1.11.2008 | Product Positioning
    • Our GoalWeb-Scale Knowledge Networking For Consumers
      32
      1.11.2008 | Product Positioning
    • ObstacleThere was no platform that met our needs at the time. Not even our own.So from 2006 – 2007 we built one**Insane
      33
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    • To accomplish this,using RDF and OWLOn a triplestorewe really had to push the envelope
      34
      1.11.2008 | Product Positioning
    • We built a big federated tuplestoreSupport up to 100 billion tuples Full ACL permissions on the data Capable of serving millions of consumers
      35
      1.11.2008 | Product Positioning
    • In 2008 the platform was ready We started building apps on it
      36
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    • October 2008 Twine went Beta
      37
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    • A Slightly Ambitious Project*Semantic WebNatural language processingEntity detectionGraph theoryClusteringRecommendationsSemantic filteringCollaborative authoringAuto-taggingSummarizationVisualizationPersonalization*What the (bleep) were we thinking?
      38
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    • March 2009 We raised a $14mm Series B round A total of $24mm raised so far…**Ok, that’s what we were thinking…
      39
      1.11.2008 | Product Positioning
    • Twine grew faster than expectedConsumers actually were using it**Hey, this #$%@ works
      40
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    • Within 6 months of launch…Up to 2.2mm unique visitors monthly 4mm pieces of content added 25K interest groups 100’s of articles about it Twine grew faster than Twitter**Our VCs were happy
      41
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    • But Twine was not finished A lot more work was needed And we were gearing up Hiring, designing, coding, spending…
      42
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    • We grew to over 30 people.Mostly engineers. But we really needed more like 70.
      43
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    • But we were optimistic and focused onDesigning the next version of Twine
      44
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    • Then the economy tankedAgain…..
      45
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    • Silicon Valley became a lot less happyAll venture funding dried up
      46
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    • So, like many other venturesWe had to cut back drasticallyon spending, hiring, and our product goals
      47
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    • Lessons LearnedTwine 1.0 tried to solve too many problemsToo many featuresToo hard to figure outOur data revealed that Twine users mainly just want to search and track interests
      48
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    • Lessons LearnedWe should not have relied on a tuplestore so centrally in the Twine 1.0 architectureWe haven’t yet seen a tuplestore that fully meets the needs of a major consumer online web site like Twine
      49
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    • The Web 2.0 party was over.Where to go from here?… A Radical Rethink
      50
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    • Continuing on the path we were onwould be too expensive to scaleMust change the architecture, or change the product,or both**We chose “or both”
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    • The Future of Search
      Confidential
    • Where Search is Headed
      Semantic
      Personalized
      Real-time
      Social
      Sharing
      Tracking
      KM
      Reasoning
      53
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    • But the Semantic Web Hasn’tHappened Yet…
      At least not for consumers
      And most Web developers…
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    • Why hasn’t the Semantic Web taken off yet?
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    • How can we demonstrate the value of the Semantic Web to consumers?And make it easily useful to Web developers?In the near-term?
      56
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    • Let’s Get Real
      Consumer are not going to add semantic metadata
      Webmasters are too lazy, or don’t know how
      Humans are bad at generating good metadata anyway
      Automated metadata generation is the only practical solution
      57
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    • Index the Semantics of the Web
      Create the Semantic Web
      From the non-Semantic Web
      Automatically
      Provide it back as a Web service
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    • Provide faceted semantic search and navigation against the indexAt Web-scale
      59
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    • Kind of a Semantic Google
      IBM.com
      Web Site
      Joe
      Person
      IBM
      Company
      Palo Alto
      City
      Lives in
      Publisher of
      Fan of
      Lives in
      Subscriber to
      Employee of
      Sue
      Person
      Jane
      Person
      Dave.com
      RSS Feed
      Coldplay
      Band
      Fan of
      Friend of
      Member of
      Design
      Team
      Group
      Depiction of
      Married to
      Source of
      123.JPG
      Photo
      Member
      of
      Bob
      Person
      Dave.com
      Weblog
      Depiction of
      Member of
      Dave
      Person
      Stanford
      Alumnae
      Group
      Member of
      Author of
      Member of
      Person
      Application
    • But not on anything close to Google’s budget
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    • What were we smoking?**We were not Freebasing
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    • Well it turns out, it’s not impossible…
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    • T2
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    • The T2 Approach…
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      Focus on search Keep it simple Broad appeal Scale cheaply
      Connect with ecosystem
    • T2 ArchitectureHigh-performanceOpen-ended scalingMore semantic (RDF, OWL)Not built directly on a triplestoreNot built directly on a databaseHeavy use of SOLR (from Lucene)
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    • T2 Stack
      67
      1.11.2008 | Product Positioning
      Twine Properties
      Partners/3rd Parties
      WebApp Framework
      APIs
      Application Services
      Resource Service
      Web Corpus
      (e.g., BOSS, etc)
      Semantic Metadata Service
      Tuple Service
      SOLR Farm
      RDBMS
    • T1 Approach
      Human
      Tagging
      AI
      Semantic
      Web
      Make the Data Smarter
      Machine
      Tagging
      Linguistics
      Extraction
      Statistics
      Make the software smarter
    • T2 Approach
      Semantic
      Web
      Make the Data Smarter
      Linguistics
      Extraction
      Statistics
      Make the software smarter
    • A Tactical Shift
      Freebase
      DBpedia
      Make the Data Smarter
      Twine
      T1
      EVRI
      Wolfram
      Alpha
      Wikipedia
      Open Calais
      Endeca
      Expert System
      Flickr
      Bing
      Siri
      FAST
      Powerset
      Yahoo
      Delicious
      Autonomy
      Inxight
      Hakia
      Google
      Make the software smarter
    • To a More Mainstream App
      Freebase
      Twine
      T2
      DBpedia
      Make the Data Smarter
      Twine
      T1
      EVRI
      Wolfram
      Alpha
      Wikipedia
      Open Calais
      Endeca
      Expert System
      Flickr
      Bing
      Siri
      FAST
      Powerset
      Yahoo
      Delicious
      Autonomy
      Inxight
      Hakia
      Google
      Make the software smarter
    • Web-Scale Semantic ExtractionAnd search
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    • T2 Semantic Index
      Videos
      Music
      People
      Reviews
      Games
      News
      Products
      Recipes
      Services
      How-To’s
      Classifieds
      Events
      Hotels
      Bars
      Resumes
      Coupons
      Reports
      Photos
      Help
      73
    • Many Uses for this Index
      Search
      Interest tracking
      Recommendations
      Web application development
      74
      1.11.2008 | Product Positioning
    • 1. Do a Keyword Search
      2. Filter by Type
      3. Filter by
      Attribute
      Recipe
      Cuisine
      Web
      Page
      Classified Ad
      Difficulty
      Web
      Page
      Product
      Ingredient
      Prep Time
      News
      Web Page
      Author
      Web
      Page
      Hotel
      Type of Dish
      Web
      Page
      Song
      Dietary Option
      Website
      Game
      Web Page
      Prep Time
      Help Article
      Web Page
      Calories
      Web Page
      Etc…
      Person
      Etc…
      75
    • Use Case: Cooking
      76
    • Scenario: Family Dinner
      Deciding what to cook…
    • Scenario: Family Dinner
    • Scenario: Family Dinner
    • Current Scenario: Family Dinner
      [INSERT BING RESULTS + EXTERNAL LOGOS]
    • Current Scenario: Family Dinner
      [INSERT BING RESULTS + EXTERNAL LOGOS]
    • Current Scenario: Family Dinner
    • Current Scenario: Family Dinner
    • T2 – Tools for Developers
      API to T2 Index and services
      Widgets and components for 3rd party sites
      Web-based ontology community – like Sourceforge
      Browser plugin for easy site mapping to ontologies
      85
      1.11.2008 | Product Positioning
    • T2 Ontology Site
      Demo
      86
    • T2 Site Mapping Tool
      Confidential
    • T2 Site Mapping Tool
      Confidential
    • T2 Site Mapping Tool
      Confidential
    • T2 Business Model
      T2 destination
      Advertising on the site
      T2 site search & ad network
      Provide sites with better site search
      Targeted ads
      Revshare
      T2 API
      Partners pay us, or revshare with us
      Monetize however they want to
      96
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    • T2 Near-Term Vertical Focus Areas
      Lifestyle
      Entertainment
      Shopping
      Food (Complete)
      Health
      Travel
      People
      Gaming (In Dev)
      Sports
      Music
      TV
      Film
      Consumer Electronics
      Health & Beauty
      Classified Ads
      Media Products
      Help & Support
    • T2 Long-Term Goals
      Index the structured data on the Web
      Across all major vertical domains
      With help from an army of outside developers and partners
      Grow an ecosystem around the index
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    • Timeline T1 is in Maintenance Mode T2 is in Alpha T2 Goes Beta by Q1
      99
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    • What Next?Find Follow Share
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    • For all types of content Web pages Data records Real-time content
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    • Find stuff (semantic search)Then follow it (interest tracking) Then share it (socialization)
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    • But this time…
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    • We’re starting with just “Find”
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    • Conclusions Web-Scale Semantic Search is the Next-Step for Search and for Twine But after 9 years of this, it’s clear It won’t happen overnight
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    • Stay Tuned…
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    • Contact Information
      Nova Spivack
      Twitter: @novaspivack
      nova@twine.com