Mass Relevance today announced that it has been selected by Twitter (blog post) as the first curation partner officially licensed to re-syndicate Twitter content. Content publishers can now work directly with Mass Relevance to publish and display syndicated Twitter content, as well as directly monetize the content through sponsorships or direct response. Through this partnership, companies will be able to move beyond engagement and create new revenue streams around curated and integrated experiences into TV, web, mobile and large-screen displays.
“Media companies and brands have always found social content to be extremely engaging, but they have lacked the capability to license, filter or display this content in ways that fit their business,” said Sam Decker, CEO of Mass Relevance, who was previously founding CMO of Bazaarvoice. “This partnership enables any brand that publishes content to log into our platform, filter and moderate content, display with customized or productized visualizations, and, for media, sell advertising against the content. There are over 250 million Tweets a day, and we can help brands find further, structured value in the massive growth of social conversations. It is a big honor to be Twitter’s partner, and this will be transformational for content publishers and advertisers.”
Through the Mass Relevance platform, which harnesses Twitter’s Firehose, content publishers will now have a complete solution to source, aggregate, filter and visualize syndicated Twitter content from a licensed company to any output they would like — from Twitter streams to geo-maps to standalone microsites. Mass Relevance platform provides out-of-the-box visualized modules or API access to work directly with agencies to create experiences that fit into TV, websites, mobile devices, or full screen display. These outputs can then be sponsored, bringing in additional revenues for content publishers or drive customer behavior for brands — with all content licensed through Mass Relevance. Mass Relevance also offers strategic services, including labs, curation consulting, design and support.
Examples of Sponsored Integrations
NBC’s The Voice During the Summer of 2011, NBC’s The Voice used the Mass Relevance Platform to integrate real-time social content into its weekly, live broadcast and official website. The hottest new show of the season, The Voice offered a highly engaging experience that put Twitter and other social media at the core of the live broadcast and encourages fans to participate in a 24/7 social media conversation with the show’s artists and celebrity coaches. Mass Relevance supported this strategy with a robust infrastructure that aggregated and displayed real-time social content at a massive scale, and immediately fed the freshest, most relevant tweets to The Voice’s social media V-room for on-air use.
E! Online and the Oscars In February 2011, Mass Relevance partnered with E! Online to create a microsite featuring the best Twitter content from the Oscars. During the show, the Mass Relevance platform filtered through 1.8 million Tweets to publish the best Tweets from the crowds, nominees, and pundits. They also published photo galleries and leaderboards indicating nominee buzz. Sixty-four percent of the visitors to this site were new to E! Online and spent an average of six page views per visit.
“We see significant demand from brands, publishers, and TV networks who need help expanding their content to include compelling Twitter integrations,” said Chloe Sladden, Twitter Director of Content and Programming. “This partnership with Mass Relevance will make it easier than ever for media companies to deliver great Twitter experiences for their readers and viewers.”
Since launching in 2010, Mass Relevance has seen explosive adoption and emerged as the leader in helping consumer brands effectively use real-time social content to drive engagement on television, web and mobile. The company has powered the Twitter strategy for some of the biggest events in the world, including the 2011 Academy Awards, NHL Awards, Katy Perry’s California Dreams Tour and, most recently, The White House Twitter Town Hall. Moreover, the company has been an integral part of some of the largest, most watched television shows in the country, including NBC’s The Voice, FOX’s The X Factor and Bravo’s Project Runway.
About Mass Relevance Based in Austin, Texas, Mass Relevance enables entertainment, media, retail, and manufacturing brands to drive real-time engagement through social curation. The company provides a flexible, robust platform to facilitate audience and consumer interactions in a relevant, moderated way that is proven to deliver measurable results. Brands using Mass Relevance include NBC Sports, Thomson Reuters, Al Jazeera, MTV Networks, Cisco, Samsung, Pepsi, and Golden Globe Awards.