Mass Relevance, a startup that brings calm to a crazy sea of social activity, is rolling out a new digital mosaic product today at SXSW that essentially builds an image using tweets, Facebook updates, photos, and even Vine videos.
You may have seen Mass Relevance’s platform and not even known it, as it’s been used several times to help manage the flow of tweets for broadcast television or streaming events, such as President Obama’s Twitter Town Hall. The company’s technology allows its clients to manage a list of questions sent to someone on stage or on camera, conduct polling in real-time, display a stream of the best social updates, and much more. In fact, Mass Relevance has even been powering the Q&A sessions at SXSW, which has netted the company compliments by nearly everyone on stage who has used it.
The new digital mosaic (called Dynamic Mosaic) integrates real-time social content from multiple sources — including content from Instagram, Facebook, Vine, Twitter, and Google+ — that automatically curates the stream of activity into something that’s visually pleasing and digestible to an audience. Brands that use the company’s new product have control over the experience, too. That means they can choose to flow sponsored and specific accounts to the foreground to promote messages, sponsors, and personalities. (Check out an example here.)
“Social curation and re-display is still very much a new frontier,” Mass Relevance founder and CEO Sam Decker told VentureBeat. “Social integration is typically approached in two ways: 1) Highlighting the content itself, for example a stream of Facebook posts and Tweets, or a photo wall of Instagram content, or 2) … not necessarily show[ing] the content itself, but rather visualiz[ing] how social conversations are trending by criteria like volume, keyword mentions, or geography.”
When I heard about Dynamic Mosaic, I immediately thought of a socially curated mass of content that would be displayed in the form of Abraham Lincoln, but apparently this isn’t the case with Mass Relevance’s new tool.
The mosaic flows from left to right, allowing about 2 seconds for photos to be paused and 6 seconds for automatically played vine videos.
The Dynamic Mosaic is the first platform to really show the market potential of Vine, the short-video social network that Twitter purchased a few months ago. Within days of the acquisition, Decker said, Mass Relevance’s platform was able to source, curate, and re-display Tweets in real-time that had Vine-embedded videos.
“What’s particularly interesting about how they are displayed within the Dynamic Mosaic is the way the experience automatically detects when Vine videos are embedded,” Decker said. “The motion of the experience will slow down to allow the video to play before streaming to the next piece of content — whether it be a Tweet, another video, or photo.”
Decker said there’s a huge opportunity for Vine:
“It’s more about the opportunity that Vine holds for major brands using the platform to create social experiences within their ‘owned’ digital properties. Now, major brands can leverage real-time video sharing gaining fast adoption within the market. The main difference between Vine and other social video clips is really the brevity — you’re only allowed 6 seconds. The short length of Vine videos force the user to focus on creativity with a less-is-more mentality. … What’s more, Vine is easily integrated into a platform and device where consumers are already spending increasingly long amounts of time — Twitter and mobile respectively. The sharability factor is high, as followers can quickly consume and amplify Vine videos throughout the social sphere.
One of the first clients to use the new Dynamic Mosaic will be IMAX, which is planning to show off a socially driven mosaic experience during SXSW’s Film Intermission party, with a video clip of its mosaic in action to go live tomorrow.
Founded in 2011, Austin, Tex.-based Mass Relevance has over 200 clients and has worked on many high-profile media properties, including Marvel’s The Avengers, American Idol, X-Factor, 80 Plates, and The Voice.
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