How The World Cup Explains Rallyverse

How The World Cup Explains Rallyverse

June 2014

www.rallyverse.com@rallyverse

“So how does this thing work?”

We get asked a lot how our platform discovers and recommends content.

Our standard explanation looks something like this:

How It Works

Brand’s Original Content

Algorithm reviews thousands of sources to create and score real-

time content recommendations from publisher-approved, fair-use sources,

all tuned to your marketing objectives

Popular 3rd-Party Content

Trending Social Network Content

Makes sense? Maybe?

Of course, it’s one thing to tell you how Rallyverse works.

And it’s another thing to show you how it works.

So let’s do that.

This is what the Rallyverse house account (@Rallyverse) looked like on Tuesday, June 10, 2014. (2 days before the start of the World Cup).

It’s what we’d expect to see from any Rallydeck: A mix of trending content on marketing, advertising, PR in formats like videos, Tweets, and infographics.

But if you look just a little closer, you’ll notice that 7 of the top 10 content items recommended by Rallyverse are somehow connected to the upcoming World Cup.

In fact, when we open up our trending topics list, we see that the top ranked term this morning is World Cup. We can sort the Rallydeck to get even more World Cup results.

Cross-channel media attribution analytics aren’t new. But they’re still pretty uncommon in social marketing.

Why would there be all this World Cup content in a profile devoted to content marketing and digital culture? And how does that explain how Rallyverse works in general?

Let’s return to this:

How It Works

Brand’s Original Content

Algorithm reviews thousands of sources to create and score real-

time content recommendations from publisher-approved, fair-use sources,

all tuned to your marketing objectives

Popular 3rd-Party Content

Trending Social Network Content

Rallyverse takes a brand’s content preferences and reviews up to thousands of individual pieces of content.

For each of those pieces of content, our platform extracts a set of entities that define each item.(An entity is something like “content marketing” or “programmatic advertising” or “cloud computing” or, as you might have guessed, “World Cup.”)

Trending Entity that Matches Brand Preference

Trending EntityBasic Entity

World Cup Selfies

Turing Test

Content MarketingVine Marketing

John Oliver

Pinterest Ads

Programmatic Content

Mark Zuckerberg

Game of Thrones

Amazon Phone

YouTube Channels

True Detective

Data ScientistJennifer LawrenceBitcoin

Star WarsContent Engagement

Taco Bell

Infographics

Email Marketing

Mad Men

Google Plus

Alibaba New York Startups

FCC

Reddit

Leadership

Facebook News Feed

Coca-ColaWeb Analytics

Net NeutralitySnapchat

SMB Marketing

Cloud Computing

Big Data

3D Printing

We then use our patented algorithm to assign an initial score to each of those entities, which helps us to assign a score to each of the pieces of content that contains the entity.

The score is a combination of (a) how relevant the entities are to real-time conversations on social media and (b) whether the included entities match the brand’s existing behaviors and preferences.

If you’re related to a trend and you match an existing preference, you get an even higher score.

So why all the World Cup?

1World Cup is a dominant entity

Enterprise Curation:I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

Everyone, everywhere was talking about the World Cup that day. Especially on social media.

2World Cup is an entity that’s being discussed

within the sites and sources that we care

about.

Enterprise Curation:I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

That is, the World Cup is being discussed in the context of social and digital marketing pretty heavily as brands gear up for the event. Everything from billboards to social strategies to infographics to selfies is talking World Cup.

3We’ve posted on The World Cup in the past

Enterprise Curation:I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

We’d been posting sneak previews of World Cup ads from big brands and talking about how brands expect to work the World Cup into their social marketing. This has been noted by our platform and added to our preferences.

Enterprise Curation:I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

And that all adds up to a lot of World Cup in our Rallydeck.

Want to see for yourself?

We’d love to show you a demo.

Thank You

info@rallyverse.com@rallyverse