How The World Cup Explains Rallyverse June 2014 www.rallyverse.com @rallyverse
Aug 27, 2014
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
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
[email protected]@rallyverse