HOW HOLLYWOOD LEARNEDTO 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 w...
WHY CELEBRITIES? •  Top Celebrities can get   15,000 clicks per tweet.
   •  The NYT and WSJ average   about 400.
   •  Ce...
BBC AMERICA’S TOP GEAR
BBC AMERICA’S TOP GEARWe count the ClicksWe count the RetweetsWe count the Conversations
AUTHENTIC CONVERSATIONSBBC campaign encouraged people to share stories of their first car. The hashtag #myfirstcar wasdistri...
TOYOTA SIENNA – SWAGGER WAGON
TOYOTA SIENNA – SWAGGER WAGON                                 We count the Clicks             2.8 MM             Views    ...
DEVELOPING A UNIQUE EXPERTISE: 
Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS    •  1,000 of the top celebrities,   ...
DEVELOPING A UNIQUE EXPERTISE: 
Ad.ly CONNECTS BRANDS WITH CONSUMERS VIA TOP CELEBS    •  1,000 of the top celebrities,   ...
CHALLENGE: CODIFY OUR TRIBAL KNOWLEDGE120000	  100000	                                                                    ...
HOW CAN WE DO THIS?
My Profile                               Studied at Maryland                               Did a project @ MINDSWAP with Pr...
FREEBASE SATIATED MY SKEPTIC    http://www.freebase.com/view/en/kim_kardashian                                       /en/k...
WHY LINKED DATA IS WORKING     Tera-sized datasets are now available for real world     concepts. Celebrities are well-ann...
How: 5 steps to integrating linked                data1   UNDERSTAND WHAT YOUR “THINGS” ARE2   CHOOSE A LINKED DATASET3 RE...
ADLY DATA MODELAdver@ser*	          Endorsement*	              Celebrity*	  150 Total               24K Total             ...
ADLY CELEBRITYSnoop	  Dogg	   (Celebrity)	                                                Avatar:	  	  	  	  	  	  aaa	   ...
How: 5 steps to integrating linked                data1 UNDERSTAND WHAT YOUR “THINGS” ARE2   CHOOSE A LINKED DATASET3 RECO...
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                data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3   RECO...
ADLY CELEBRITYSnoop	  Dogg	                                                Avatar:	  	  	  	  	  	  aaa	                  ...
ADLY CELEBRITY WITH FREEBASE                                                                                      hHp://fr...
RECONCILING WITH FREEBASE                                        NewNew	  Celebrity	                 Judgement	  s@ll	   2...
RECONCILING WITH FREEBASE
RECONCILING WITH FREEBASE       MATCH!	  
RECONCILING WITH FREEBASE
RECONCILING WITH FREEBASE                   No	  clear	                      match	  
ADLY DATA WITH FREEBASE                                                                                      hHp://freebas...
FREEBASE RELATIONAL MAPPING          •  Special shout out to author Jeff Schenck          •  Also could be called Freebase...
DATA FLOWDATABASE PROPERTY:                     <code>	   web1	                                     SQL	                  ...
FREEBASE TOOLS              Matchmakerhttp://matchmaker.freebaseapps.com/                                               MQ...
How: 5 steps to integrating linked                data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3 RECONC...
DEMO: FILTERING
DEMO: AUGMENT VISUAL DISPLAY          https://admin.ad.ly/admin/celebrity/5391/bio/
PLAYING WITH SEMANTIC DATAWHAT YOU CAN DO                             TOOLS I’D USE TO DO IT•    Provide context on reconc...
How: 5 steps to integrating linked                data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3 RECONC...
FEEDBACK & MAINTENANCE        Negative        FeedbackIn                        Out                                Tell	  ...
FEEDBACK QUEUE
Summary          •  You don’t need a cross PhD in Computer Science and             Philosophy to use SemTech today for vis...
THANK YOU!   Chris Testa   testa@adly.com   @crstesa50 Cent5.4 Million Twitter Followers
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How Hollywood Learned to Love the Semantic Web

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As a lean start-up seeking to bring the $50 Billion celebrity endorsement market to social media, Ad.ly had hit a wall. Where to find and programmatically access in-depth profiles and brand-association data on thousands of celebrities?

Engineering lead Chris Testa, set about exploring Linked Data. Within weeks, he'd put Freebase to work in a scalable solution, and began creating a robust celebrity affinity graph.

Learn how Chris is putting Linked Data to work to drive business results -- optimizing brand matches for popular influencers on Facebook, Twitter and more.

Learn:

* Tips & tricks for using Linked Data with social networks like Facebook and Twitter.
* That you can get surprisingly far with the Semantic Web without needing a cross Ph.D. in Philosophy and Computer Science.
* How to use Freebase and its Acre cloud infrastructure to run a data workflow that your non-technical team can use to maintain a high-quality data set.

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How Hollywood Learned to Love the Semantic Web

  1. 1. HOW HOLLYWOOD LEARNEDTO LOVE THE SEMANTIC WEB Lauren Conrad 1.7 Million Twitter Followers
  2. 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. 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
  4. 4. BBC AMERICA’S TOP GEAR
  5. 5. BBC AMERICA’S TOP GEARWe count the ClicksWe count the RetweetsWe count the Conversations
  6. 6. AUTHENTIC CONVERSATIONSBBC campaign encouraged people to share stories of their first car. The hashtag #myfirstcar wasdistributed 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. 7. TOYOTA SIENNA – SWAGGER WAGON
  8. 8. TOYOTA SIENNA – SWAGGER WAGON We count the Clicks 2.8 MM Views We count the Video Views We count the Retweets
  9. 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. 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. 11. CHALLENGE: CODIFY OUR TRIBAL KNOWLEDGE120000  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. 12. HOW CAN WE DO THIS?
  13. 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. 14. FREEBASE SATIATED MY SKEPTIC http://www.freebase.com/view/en/kim_kardashian /en/kim_kardashian
  15. 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. 16. How: 5 steps to integrating linked data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3 RECONCILE YOUR THINGS4 BUILD BUSINESS INTELLIGENCE5 FEEDBACK & MAINTENANCE
  17. 17. ADLY DATA MODELAdver@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. 18. ADLY CELEBRITYSnoop  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. 19. How: 5 steps to integrating linked data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3 RECONCILE YOUR THINGS4 BUILD BUSINESS INTELLIGENCE5 FEEDBACK & MAINTENANCE
  20. 20. CHOOSING WHAT TO LINK TO Linking Open Data cloud diagram, by Richard Cyganiak and Anja Jentzsch. http://lod-cloud.net/
  21. 21. TOUR OF LINKED DATA
  22. 22. How: 5 steps to integrating linked data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3 RECONCILE YOUR THINGS4 BUILD BUSINESS INTELLIGENCE5 FEEDBACK & MAINTENANCE
  23. 23. ADLY CELEBRITYSnoop  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. 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. 25. RECONCILING WITH FREEBASE NewNew  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
  26. 26. RECONCILING WITH FREEBASE
  27. 27. RECONCILING WITH FREEBASE MATCH!  
  28. 28. RECONCILING WITH FREEBASE
  29. 29. RECONCILING WITH FREEBASE No  clear   match  
  30. 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. 31. FREEBASE RELATIONAL MAPPING •  Special shout out to author Jeff Schenck •  Also could be called FreebaseAlchemy •  RDFAlchemy already exists!
  32. 32. DATA FLOWDATABASE PROPERTY: <code>   web1   SQL   c.name   Query   db1   </code>  FREEBASE PROPERTY: <code>   web1   MQL   c.freebase_date_of_birth   cache1   Query   Freebase   </code>  
  33. 33. FREEBASE TOOLS Matchmakerhttp://matchmaker.freebaseapps.com/ MQL Query Editor http://freebase.com/queryeditor Schema Explorer http://schemas.freebaseapps.com/ Acre http://acre.freebase.com/
  34. 34. How: 5 steps to integrating linked data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3 RECONCILE YOUR THINGS4 BUILD BUSINESS INTELLIGENCE5 FEEDBACK & MAINTENANCE
  35. 35. DEMO: FILTERING
  36. 36. DEMO: AUGMENT VISUAL DISPLAY https://admin.ad.ly/admin/celebrity/5391/bio/
  37. 37. PLAYING WITH SEMANTIC DATAWHAT 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. 38. How: 5 steps to integrating linked data1 UNDERSTAND WHAT YOUR “THINGS” ARE2 CHOOSE A LINKED DATASET3 RECONCILE YOUR THINGS4 BUILD BUSINESS INTELLIGENCE5 FEEDBACK & MAINTENANCE
  39. 39. FEEDBACK & MAINTENANCE Negative FeedbackIn Out Tell  us  what’s   Op-Amp Abstraction b0rked!  
  40. 40. FEEDBACK QUEUE
  41. 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. 42. THANK YOU! Chris Testa testa@adly.com @crstesa50 Cent5.4 Million Twitter Followers
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