MOTLEY is an immaculate child of two brothers from Copenhagen, Denmark.

With one brother being a hacker and the other a strategist, they set out to change how brands did marketing. The brands quickly figured out that the brothers had a knack for social media, so clients such as IKEA, H&M, and Sony wanted the duo on their social SWAT team. The brands wanted big, expensive apps.

In January 2012, the brothers were at an impass – they wanted to move brands from big apps with little return on media investment to creative newsrooms with daily returns.

They figured out the formula for a good post on Facebook, based on Bayesian prediction and humongous data sets. Eagerly, they applied the magic formula to Red Bull and Carlsberg globally. The brands were excited.

The mission became a vision. Let algorithms take care of what algorithms are good at and humans take care of what humans are good at: playing Frisbee! Motley’s algorithms do the Bayesian predictions that turn into simple actionable plays for the community managers to… well play!

Carlsberg saw an increase in engagement of 176% on their Facebook page the first month. Not bad for amateur Frisbee players.

The tempo of marketing today is lightning fast. Brands and agencies have to solve creative briefs within minutes – that leaves little room to analyze.

Motley leverages cutting-edge technologies, predictive analytics, UX patterns, and strategic processes to create an innovative cybernetic publishing platform, so the community manager… well the user can just play.

The simplicity means veterans like Lee Clow can see this companion is “very smart, nicely done. And fun :)” And Jeremy Owyang acknowledges that technology like Motley will stir the growth in content marketing. We hope so!

Motley facilitates the full content cycle:

Listen: Using a mix of Twitter’s Storm platform and Apache Hive for listening and scoring the content based on it’s feedback, the conversations of the web is mapped onto a Passion Graph, consisting of the brand’s Passion Points and the conversation topics the users have around the brand.

Create: Short creative briefs helps the user reach the business objectives and helps reuse the great material the brand is posting in other regions It also provides a new semantic way to think of stock content, that links all insights, semantics, responses and uses of a piece of content, helping surface great content that would be uploaded and forgotten in regular DAM systems.

Publish: Motley helps format the content, since images formats and optimal text length differ from platform to platform and tells you which time to post, to gain the best response and reach the users interested in the content topic.

Measure: Every time a piece of content is used, it is chained to the history of that content. Along with the tags used and the responses on the post, Bayesian inference and machine learning help predict the audience behaviour.

We want to change how brands do marketing. We believe that Motley has the power to completely disrupt the agencies’ business model in social media – for the better of agencies and brands.

So far, Motley has helped Carlsberg break multiple records in terms of user engagements, including the most engaging post ever on the page. The specific business case shows a 40% increase in engagement across their international premium brands and a reduction of costs of 55%, since playing Motley.