project metal - services (may 2010)

Project Metal Services

Services

www.projectmetal.com


Overview

Project Metal is a digital consultancy that is designed to help companies maximize their engagement

with stakeholders across all digital networks and manage brand reputations.

It does this by monitoring and analyzing the current engagement of all stakeholders across all digital

networks; creating, optimizing and distributing digital content; providing direct to customer

engagement and impact analysis to understand the actions that resulted from campaigns. The

company is a data-driven consultancy and provides:

• A rigorous approach to defining and engaging market influencers within digital

networks

• A standard approach for understanding a company‟s online reputation and presenting

conversation analysis

• A standard methodology for defining, measuring and presenting a company‟s market

engagement in the key conversations

• The ability to develop creative digital content assets that leverage PR, digital creative

and technology understanding

• The optimization of content produced and tracking of traffic that results from key

media coverage

• An analytics-based approach to measuring the business impact of its campaigns

The rapid growth of internet, the emergence of new technologies and the spread of broadband has

dramatically changed the media landscape.

Paid for content is having a diminishing impact due to the fragmentation of media and the

breadth and choice that the internet offers.

Companies have the ability to interact with their consumers directly through social platforms

Interesting contributed (publisher or individual) content is highly consumed, as links are

distributed by individuals

Companies that drive media that is earned and combine it with media they own will be highly effective at driving customer conversation, conversion and creating brand awareness.


Service Overview:

This combination of the rapidly fragmenting media landscape and the increasing volume of user

generated content has made it harder than ever for companies to manage their brand reputations

online, to find and connect with potential customers.

Digital Brand Management & Engagement

Project Metal provides strategic advice to companies on how to manage their online reputations,

engage in social media with the maximum impact and track against business objectives.

Project Metal‟s Methodology takes a holistic view of all earned digital media (published content and

user contributed content) and looks at it across the entire marketing funnel from awareness through to

a purchase.

Our methodology integrates specialist digital skill sets to provide quality of service, consistency of

message all anchored in an in-depth understanding of a client‟s business.


Analytics

It is now possible to apply the exact same measurement strategies to PR that have been effective for

other forms of online marketing for over a decade. By integrating web analytics, search analytics,

audience data with traditional online media content measurement, Project Metal can directly measure

the financial value of earned media campaigns and advise on how they can be optimized.

The three core media analytics products and services that Project Metal offers are:

Influencer Identification

Project Metal has developed a rigorous approach to creating an Influencer Index,

which enables a company to identify the key influencers for a brand on any given

conversation topic. Project Metal takes a holistic approach across all digital

influencers looking simultaneously at both influential publishers, whether they are

bloggers or online media, as well as influential communities and individuals in

those communities.

Conversation Mapping

A Conversation Map, which defines the conversations that exist around any one brand by volume and

tone. These conversations can be broken down into Published Content

(from established sources and Contributed Content (user generated). For

example, Published Content might focus on the financial performance of

the company but the Contributed Content might highlight customer

service as the single biggest conversation topic. Conversation mapping

gives you the ability to map onto key topics or understand how issues are

discussed.

Earned Media Planning and Optimization

Using a combination of media analytics, search analytics and web analytics, Project Metal is able to

measure how much traffic is generated to a brand‟s website through any mention of the brand in

earned media. For any given campaign, Project Metal is able to identify the traffic generated by

activities across different types of earned media including, online media, blogs, YouTube videos, and

mentions in online communities, regardless of whether there is a link in the article or post concerned.

By using Project Metal‟s Integrated Data analytics capabilities, it is possible for companies to compare

the customer acquisition costs for an earned media campaign to the cost of a paid media advertising

campaign.


Example Deliverable:

Deliverable: A list of sites with unpaid media that generated the greatest traffic and sales for products listed above:

A ranking of how each type of online media (e.g., forums, blogs, microblogs, mainstream news, video, etc.) contribute to traffic and sales for specific products (above):

A ranking of which how each

characteristic of online coverage

impacts traffic and sales.


Engagement

Project Metal‟s design and development team deliver creative, well thought out media assets. We ensure exceptional creative and employ the most effective technology platforms.

Our application development is done in-house ensuring everything is developed within our project team. Our developers work closely with our designers ensuring that the technical integration of the design is seamless and in-line with designer expectations.

We offer design, build and support services for a wide range of online properties including social

media applications, websites, intranets, applications, games and banners; and specialize in delivering

in multi-language.

Services are divided by:

- Social Web Presence

- Social Platforms

- Social Applications


Social Web Presence

Building a social web presence allows a brand to promote to, and interact with, their customers within

their own defined space. The cost of a social web presence depends on the functionality required but

typically costs between $15k and $150k.

Verisign

This VeriSign content hub celebrates

the last 25 years of the .com

revolution. The site was built to

promote VeriSign‟s celebration

events and stewardship of the .com

domain and integrates all social

media channels

Results

The site has had over 38,000 views

in the first three months.

AMD

Black Ops was designed to support

the launch of a new AMD processor.

On the day of launch it broadcasted

streaming live video of 7 teams

around the world competing to

“overclock” the latest AMD

processor. The site integrated tightly

with existing overclocking

conversations across all the key

social platforms.

Results

Seeded across key enthusiast

forums and in the specialist media,

the site attracted over 45,000 hits

during the event—the equivalent of

483 man days of engagement

(11,588 hours of streaming video

views).


Social Platforms

Building presences within social platforms allows a brand to place itself directly where their users are

browsing.

Pepsi Refresh

HP You on You

This unique HP YouTube brand

channel was versioned for 11

countries and implemented

technologies within the YouTube

environment that allowed users to

use a webcam, and edit videos on

the channel.

Results

The channel received 2,729,053

channel views with 6,176 channel

subscribers. The channel was one

of the most successful brand

channels in YouTube history

Pepsi Refresh Studio

This YouTube brand channel

brought people together from

around the web to create

collaborative music videos.

Visitors are able to contribute

their own music, and/or

produce videos.

The brand channel was

advertised during the VMA‟s

driving traffic to the site.


Social Applications

Social applications sit on websites or in social networks and can vary from reasonably simple

competition engines placed in Facebook as per the example below through to more complex e-

commerce systems and rich media uploads.

Impulse Diaries

This fun application for Impulse

encourages users to become the sixth

member of the Saturdays.

The user uploads their image and

manipulates it into the body image of

the sixth member. The image created

can be saved as wallpaper or sent to

friends.

Sony Ericsson

Project Metal produced this

competition engine that allowed Sony

Ericsson to create multiple

competitions within their Facebook

Fan page. The competition engine

allows the management of both the

competition build and also the ongoing

entries.

Results

The competition engine handled over

10000 entries in its first 2 days of

being live.


Content Optimization

At Project Metal, we offer an integrated and comprehensive service of both paid and natural search

services. Our specialists work with you to optimize all your assets and ensure that your paid search

campaigns are run in an efficient and cost effective way. This ensures the best exposure for your

brand in either paid or natural search results or both.

Visibility Analysis

Once we understand your business and the important metrics for

you, we create a comprehensive keyword research, competitor and

website content assessment. This ensures you are fully aware of

what words to use in PR driven content, what the competition is up

to and whether there are any weaknesses on the existing client

site.

Keyword Research

Keyword research is the cornerstone of all search work. Whether paid or natural work, the initial

keyword research ensures that there is a complete understanding of what language nuances are

being used by stakeholders when searching for a product, service, issue or business. This means you

have the capability to optimize and capture traffic though the content you produce.

Competitor & Content Audit

Ensuring the content on your site can be found is important and that means ensuring the right

keywords are used in the right areas in the right density within the textual content of the site, the

correct meta data has been utilized in the head sections with keywords inserted in the correct places

in those tags and there is no keyword cannibalization on the site.

This audit is an analysis of the strength of the competition in the search results, both real and

perceived. These factors include a technical check, keyword use, social strategy and link profile of

your site and the competition. We provide insight about the client site threats from competitors‟

weaknesses which can be addressed and any strengths to build on, or to exploit the competition is

outlined. This competitive part of this analysis is repeated every 3 months to ensure your site stays in

touch with the competition.

CASE STUDY: ORGANIC OPTIMISATION

Transport Direct was suffering from a poorly optimized website which was not targeting the right

keywords. We executed a keyword research project to uncover the best generic terms for them to

target (e.g. route planner, journey planner) and recommended changes around content based on

sector competition. We worked around technical constraints to focus on content, keyword density

and linking strategy distributing optimized news and content. This resulted in a 13% increase in

traffic from natural search to a total of almost 6 million visitors. We achieved number one rankings

for 178 terms and achieved a total of 644 top 30 search results. This resulted in a 44% increase in

number of terms referring traffic to the site and when costed out, represented a CPC (cost per

click) of $0.006.


Content Asset Optimization

A fantastic video, beautiful image, insightful whitepaper, brilliantly authored web content or press

release not only deserves to be found but is also hugely valuable as it can influence search results.

Image & Video Optimization

Optimizing video and image content is essential now as assets are automatically pulled into search

results when relevant. Video and image results have been shown through eyetracking studies to alter

the way people look at the search results as well meaning more brand

exposure when they are pulled through into the results. Optimizing these

assets will help companies increase presence and awareness within

generic and brand searches. Geotagging, appearing in Google Maps

and other optimization techniques ensure a broad range of potential

touch points are covered.

Whitepaper and Press Release Optimization & Distribution

Once created, well-written documents containing important information

can become lost within the massive sea of data online. Our service ensures that all documents

become highly optimized to ensure appropriate targeting and the ability to capture traffic.

Distributing press releases and interactive content ensures that the potential to improve the visibility of

both the news and the website are maximized, creating valuable link equity and media attention. With

most search engines such as Google, Yahoo, Bing and Yandex, a portion of the way a site‟s value is

determined is through the number, type and location of links pointing at it. One of the most important

services we offer is creating a natural increase in the number and type of links pointing to your site

which ultimately drives traffic and awareness.

Creating linkable content

Creating a web presence is only the start of building a strong business

identity on and offline. It is important to continually drive awareness and

new people to purchase, as well as to keep bringing existing visitors back

again and again. Our creative content service brings together our

expertise in creating highly linkable, compelling content with our expertise

in increasing web visibility.

Creative Content & link building

Compelling content drives visitors, links and engagement. Project Metal advises on and creates

interesting articles around key topics or issues and seeds that content in key areas to generate

interest and buzz around it. By both creating the content and driving the buzz around it, we can

ensure your site gets the attention it deserves.


Online Reputation Management

No one likes to think about the worst happening but at times it already has. Online reputation has

rapidly become a core part of any online strategy. Our digital experts have helped brands correct bad

search results including deliberate online targeting of search results as well as attempts to harm a

brands reputation online through negative search results. We approach online reputation

management as an ongoing process, though a project can last anything from one week to several

years, depending on the level of support needed. We actively monitor and manipulate search results

to remove harmful or deliberately antagonistic results in order to present a company (or person) in the

most positive possible light.

CASE STUDY: CNN

In December 2008 walesonline.co.uk ran a story detailing how Lynne and Kenneth

Shaw claimed broadcaster CNN had put their lives at risk by detailing their location

during the terror attacks in Mumbai. This story was untrue but was subsequently

reported upon by a number of publications and blogs causing online searches on

the topic to be dominated by negative posts about CNN. The strategy had to be

swift and decisive to minimize the extremely damaging impact of this story. We

moved in and utilizing a strategy of link building, press releases and CNN internal

linking guidance, we were able to make rapid and lasting changes to the search

results. As a result of our strategy factual posts contributed to 100% of the number

1 results and 85% of the top 3 results for related keywords (previously 55% and

56% respectively). Search keywords such as „CNN endanger welsh couple‟

previously produced 80% negative results on the first page of search results but

due to our strategy this completely turned around to produce 70% factual/neutral

using the same keywords. We had successfully and swiftly ensured people

searching for keywords around CNN and this story would find the true story as

opposed to this negative and damaging untruth.

project metal - services (may 2010)

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